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Do we need a managament Theory for Community Building?
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Do we need a managament Theory for Community Building?

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  • 1. Lars KurthXen Community Managerlars.kurth@xen.org
    Do we need a Management Theory for Community Building?
  • 2. Phrases that came up in earlier sessions!
    “The Unwritten Rules that determine the Growth of Community”
    “Let’s sprinkle a little Community Magic!”
    This made me think: Community Developmentshould neither be Magic nor follow Unwritten Rules!
  • 3. Renaissance of Community
    More and more companies spend money on Community
    There never have been so many Community Managers
    Jono Bacon @ OSCON 2011
    coined the idea that Community Management is at the beginningof its own Renaissance
    So: Community is getting more important!
  • 4. So what about Prior Art?
    A few good books
    Lots of good presentations at open source conferences and workshops
    Much on Sociology and Community
    BUT:
    Too much focus on the mechanics, tools, etc. of Open Source
    Much on techniques that help solvepoint problems
    http://www.theopensourceway.org/book/
    Etc.
  • 5. What is missing?
    What is missing is the big simple picture
    A simple management theory/metaphor of community development
    Needs to unify existing knowledge
    And cover
    People to people interactions
    Marketing theories and the impact of social media
    The mechanics of Open Source (tools, licensing, mechanics, etc.)
    When does it make sense for corporations to invest in Community?
  • 6. Funnels: Example of an Idea that can help!
    Sales and marketing uses the idea of a “Funnel” as a systematic model to selling a product or service
    The basic structure could be adapted to visualizing the growth of an Open Source Community
    Also works for Freemium business models and social media communities
  • 7. Awareness
    Users
    Contributors
    Maintainers, Committers,Project Leads
    Measure, how well you are doing
    Occasional
    Active
    Support Brand
    Trial Software
    Follow News
    Silent Users
    Engaged
    Users
    Active
    Users
    Rewards
    Partnerships & Support
    Governance
    Recognition
    Business Opportunities
    Community Activity
    Volunteer Programs
    Documentation
    Partnerships
    User Experience
    Values
    Eco-system (Tooling, Projects, Services)
    Website Presence
    Event Presence
    Perceived Momentum
    Social & Media Buzz
    Activities Supporting or SlowingCommunity Development
    Brand
  • 8. Other Disciplines that may Help!
    Change Management
    Other Marketing Theories
    Funnels could be connected to Strategy Maps & Balanced Score Cards
    Probably there are lots more
  • 9. So do we need a Management Theoryfor Community?
    I think so!
    My job would become easier!
    If you are interested in developing these ideas get in touch:
    lars.kurth@xen.org@lars_kurth@xen_com_mgr