Online Communities

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A presentation I gave on community management to Haas Business School in 2007.

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Online Communities

  1. 1. Online Communities Haas Business School, September 20, 2007 1
  2. 2. Byrne Reese 2
  3. 3. 3
  4. 4. • “Computer Scientist” (I hack) • “Anthropologist” (I studied it once) • Product Manager 4
  5. 5. 5
  6. 6. 6
  7. 7. 7
  8. 8. Why do Online Communities Matter? 8
  9. 9. Why do Online Communities Matter? 9
  10. 10. Collectively, we are smarter. (most of the time) 10
  11. 11. They give us a sense of belonging 11
  12. 12. They give us a heightened sense of responsibility to one another 12
  13. 13. They allow us to accomplish things we couldn’t accomplish on our own 13
  14. 14. They bring meaning to our lives 14
  15. 15. Ok, so why do Online Communities Matter? 15
  16. 16. Community 16
  17. 17. Communication 17
  18. 18. • Community is how we get stuff done • Community allows us to accomplish things greater then ourselves 18
  19. 19. And from a product manager’s view: 19
  20. 20. Communities... • Allow us to connect with the audiences we care about • Help build affinity for our products • Foster greater product advocacy • Provide us with valuable product feedback 20
  21. 21. Building Communities 21
  22. 22. Communities are not things Communities are organisms 22
  23. 23. Community Biology 23
  24. 24. Rule #1: Give them a place to take root 24
  25. 25. Or they might show up where you don’t want them 25
  26. 26. Or they might show up where you don’t want them Like in your backyard. 26
  27. 27. Or they might show up where you don’t want them Like in your backyard. When you are out of town. 27
  28. 28. Keep in mind... 28
  29. 29. Some environments are more suitable than others 29
  30. 30. Where they take root may surprise you 30
  31. 31. Helping Communities to Thrive 31
  32. 32. 32
  33. 33. 33
  34. 34. Inputs & Outputs 34
  35. 35. INPUT Information 35
  36. 36. OUTPUT (magic) 36
  37. 37. OUTPUT 37
  38. 38. Community Culture 38
  39. 39. “The values, traditions, norms, customs, arts, history, folklore, and institutions that a group of people share.” 39
  40. 40. norms 40
  41. 41. rules 41
  42. 42. • Norms define what is acceptable and unacceptable • Norms provide the means for the community to keep its members in check 42
  43. 43. They allow you to step in and take action if necessary 43
  44. 44. Stories from the Trenches 44
  45. 45. Go with the flow 45
  46. 46. Don’t force your community to adapt to your product. 46
  47. 47. 47
  48. 48. Adapt your product to your community. 48
  49. 49. 49
  50. 50. Use communities strategically 50
  51. 51. + Ads = See Also: Giving Communities a Place to Grow 51
  52. 52. Don’t wait for communities to find their own home. 52
  53. 53. Give them a place of your choosing to call home. 53
  54. 54. Community is a feature 54
  55. 55. Know how community can attract or repel future customers and users 55
  56. 56. 56
  57. 57. vs. 57
  58. 58. Things to be mindful of 58
  59. 59. “If you build it, they will come.” 59
  60. 60. Believe it or not, you are not God. Even in the communities you start. 60
  61. 61. Remember: you are dealing with people who are emotionally invested 61
  62. 62. • Be sensitive • Be fair • Be honest • Be transparent • Be humble 62
  63. 63. And what ever you do... 63
  64. 64. Don’t feed the Trolls 64
  65. 65. Thank you. 65
  66. 66. byrne@majordojo.com http://majordojo.com 66
  67. 67. 67

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