Deep dive on community management

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Dan Franc for Google

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  • The G+ cartoon author is Lutz Beyer, apologies for misspeling.
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Deep dive on community management

  1. 1. DEEPDIVE ONCOMMUNITY MANAGEMENT DAN FRANC FOR GOOGLE DEVELOPER + OUTREACH OFFSITE JULY 8, 2011
  2. 2. EFFICIENT EFFECTIVE DURABLE SCALABLE= COMMUNITIES
  3. 3. I  train
  4. 4. I  love
  5. 5. I  network
  6. 6. I  have  my  passions
  7. 7. I  have  my  passions
  8. 8. I  have  my  passions
  9. 9. DEVELO- USERS, BIZ, PERS TEACHERS, ...
  10. 10. http://geolabs.com.br/pulse/
  11. 11. THE POINT FOR TODAY IS...: 1. COMMUNITIES (GTUG) CAN HELP DEVELOPER RELATIONS ON A GRAND SCALE2. THEY EMERGE GRASSROOT - AND THEY CAN BE HELPED3. THEY FOLLOW CERTAIN DEVELOPMENT PATTERN THAT CAN BE SUPPORTED AND ACCELERATED 4. LOCAL GOOGLE CAN BE INVOLVED INTO A VARYING EXTENT - THE CHOICE IS YOURS
  12. 12. COMMUNITY IS...
  13. 13. COMMUNITY IS A BUNCH OF CONNECTED PEOPLE
  14. 14. COMMUNITY IS A BUNCH OF CONNECTED PEOPLE (VIA A SHARED PASSION *))*) NOT NECESSARILY SHARED GOALS, INTEREST OR DEMOGRAPHICS
  15. 15. COMMUNITY IS A BUNCH OF CONNECTED PEOPLE. NOT A FOLLOWING, WHERE MANY FOLLOW ONE.
  16. 16. COMMUNITY IS A BUNCH OFCONNECTED AND INTERACTING PEOPLE.
  17. 17. COMMUNITY IS A BUNCH (TINY, HUGE... SIZE DOESN’T MATTER) OF CONNECTED AND INTERACTING PEOPLE
  18. 18. COMMUNITY IS A BUNCH OFCONNECTED AND INTERACTING PEOPLE, WHICH GIVES ITSMEMBERS SOMETHING: SENSE. “My  belong  to” “I  life  is   assion” “I  live  my  pbetter”
  19. 19. Bottom line of the nature of communities: To see a community develop, you need to support creation of an environment of connected and interacting people, which makes their life better. Structures without these elements might not be acommunities and the community power might not be applicable to them.
  20. 20. PEOPLE LOVE THE SENSE OFBELONGING TO A COMMUNITY
  21. 21. Text Text“Sorry ladies. Geeks only.” EVEN GUYS. EVEN THE IT GUYS. cartoon credit: +Lub Beyer
  22. 22. BUT COMMUNITY ISN’T JUST A CROWD. IT’S A TRIBE.
  23. 23. PEOPLE LOOK FOR THEIR TRIBE
  24. 24. RELATIONSHIPS: FAMILY ACTIVITY: SPONTANEOUS CREATIVITY: WILD & CHAOTIC PARTICIPATION: ENGAGED LOYALTY: HIGHPEOPLE LOOK FOR THEIR TRIBE
  25. 25. LET’S HELP THEM FIND IT!
  26. 26. WE NEED A PLUMBER, AGARDENER AND A GATEKEEPER BUT HEY, WE DON’T NEED A BOSS!
  27. 27. ?CAN WE PROVIDE THESE?
  28. 28. ?AND WHAT’S IN IT FOR US?
  29. 29. RELATIONSHIPS: FAMILY ACTIVITY: SPONTANEOUSCREATIVITY: WILD & CHAOTIC PARTICIPATION: ENGAGED LOYALTY: HIGHAND WHAT’S IN IT FOR US? IT MUST BE ESSENTIALLY THE SAME, WHAT’S IN IT FOR MEMBERS. YOU ARE ONLY ONE OF THE COMMUNITY MEMBERS, AFTER ALL.
  30. 30. Attract  to  tech Build  loyalty Get  feedback Build  buzz Learn  about  dev  needsBuild  awareness Educate  the  system Find  developers Have  apps  doneTap  the  innovations AND WHAT’S IN IT FOR US?
  31. 31. IT’S NOT AMARKETING TOOL !
  32. 32. old school relationships community communicationwe  launch  campaigns  to  the  community we  insert  stimuli  into  community we  communicate  one  way the  community  talks  to  us it’s  the  community  members  who  talk   it’s  only  us  who  talk  about  us about  us we  talk  to  a  community we  are  members  of  a  community we  do  market  studies the  market  explains  itself  to  us
  33. 33. BUT: MEMBERS’ INTEREST MUST GO FIRST. ALWAYS.
  34. 34. Bottom line of the tribal leadership:You have to find out what your audience is passionateabout - best by listening to the existing chatter, whichalso proves that this passion has the power to connect.Then create a mechanism for people to relate to one another based on that passion. Be aware of the benefits for you, but don’t buildeverything on them and don’t see the community asyour marketing branch. That’s the zen way of getting from communities what you don’t cling to.
  35. 35. BUILDING A COMMUNITY
  36. 36. BUILDING A COMMUNITY
  37. 37. “INSPIRING COMMUNITY GROWTH”
  38. 38. 1.  DESIGN 2.  SEEDING3.  SILENT  LAUNCH4.  PUBLIC  LAUNCH5.  SUSTAINABILITY
  39. 39. IT DOES TAKE TIMETO GETTO THESTARS
  40. 40. TAKE ONLYONE STEP AT A TIME SO THAT YOU CAN BACKTRACKEASILY. BETTER MANY SMALL STEPS THANONE BIG LEAP.
  41. 41. BUT ONCE THECOMMUNITY GETS ROLLING, NOTHINGCAN STOP IT.
  42. 42. Bottom line of the community evolution:Newly evolved communities follow similar patterns of their growth but you never can be sure how the individual steps will look like and how long they will take. But once the mass of energy, people and connections is created, it’s undestructible.
  43. 43. 1.  DESIGN EMBRACING GTUG
  44. 44. DECIDE ON THE BENEFITS who  the  GTUG  will  be  mainly  for  about? Will   members  benefit  and  how? Will   organizers  benefit  and  how? Will   Google  benefit  and  how?
  45. 45. DECIDE “WHY” A COMMUNITY right  way  to  achieve  the  benefits?Is  a  community  the   In  your  country  and  around  the  passion  you  identified..  is  there   potential  for  a  community  ? Does  the  management   support  the  initiative?  
  46. 46. ENVISION THE CULTURE Values Norms Behaviors
  47. 47. ENVISION THE CULTURE Values Norms Behaviors THIS IS HOW IT’S OFTEN DONE, BUT IT’S NOT NECESSARILY GREAT. DEFINING JUST BEHAVIORS OR RULES DOESN’T PROVIDE A STRONG GUIDANCE FOR NEW INITIATIVES OR IDEAS.
  48. 48. ENVISION THE CULTUREValues Norms Behaviors
  49. 49. DECIDE ON THE SUPPORT FORM• EVENTS • “VIP  TREATMENT”  of   organizers • room  hosting • beta  tests • event  co-­‐organization • Google  access • logistics  &  catering  support • special  events • banners,  branding • “insider  info” • promotion • PROMO  &  PR• CONTENTS • GTUG  promotion • speakers • activity  promotion • online/offline  kits
  50. 50. DECIDE ON THE SUPPORT FORM• SWAG • web,  domain,  templates • for  members • meeting  spaces • for  organizers • NETWORKING• MENTORING/COACHING • door-­‐opener  to  Google   partners • technical   • door-­‐opener  to  friendly  press • organizational • door-­‐opened  to  other  groups• PLATFORM  CREATION • FINANCIAL  SUPPORT • “central”  group
  51. 51. DECIDE HOW FAR YOU WANT TO GO• AT  THE  MINIMUM: • OK,  BUT...: • announce  GTUG  in  your   • “Build  it  and  they  will  come”   country,  possibly  by  an  event  or   syndrom two • Internal  champions  are  not  so   • have  someone  in  Google  be   passionate  as  external   responsible  for  ongoing   community  members promotion  of  the  idea  and   handling  enquiries  /  support • chapters  won’t  be  coordinated   -­‐  little  effect  multiplication • support  won’t  be  coordinated  -­‐   lots  of  communication  will  be   needd
  52. 52. WANT MORE?THEN DECIDE IF YOU HAVE THE BALLS... ...  to  deal  with  community  specifics: ...  long  run ...  unpredictability ...  more  facilitation  than  management ...  shared  ownership ...  work  with  volunteers ...  creating  a  non-­‐corporate  atmosphere
  53. 53. Bottom line of the community preparation: You have to decide whether a community is a right form for your goals and how much you want to be involved.At the minimum, you can setup the tone and create an “empty garden” for seeds to arrive (hopefully).If you decide to support a community, you must learn a non-hierarchical managerial style and let go your control of ownership.
  54. 54. PREPARING2.  SEEDING THE GROUND
  55. 55. GTUG CHAPTER INCUBATION PROCESS
  56. 56. WHO IS WHO? [National  le vel  power-­‐l eaders] [Google] rs apter  leade [Chapter  organizers] Individual  ch GTUG [Power  members]  activit recipie y   n ts est   [General  inter IT’S REALLY NOT AHIERARCHICAL PYRAMID, IT’S MORE A WEB OF members] RELATIONSHIPS. MANY ROLES ARE ALSO [OPTIONAL].
  57. 57. FORM A CORE ORGANIZER GROUP
  58. 58. ID POTENTIAL GTUG LEADERS• WHERE  TO  LOOK  ? • WHO  TO  LOOK  FOR? • other  communities  -­‐  JUG,  Barcamp,   • communicative  people Hackerspace,  HUB,  etc. • people  “in  the  growth  mode” • student  organizations  etc. • Nice  to  have  features: • bloggers • already  organized  events,   • active  online  community   communities participants • developer  personae • startups • ...  start  looking  for  key  personalities • your  network  and  network  of  your   friends
  59. 59. INSPIRE THE CORE GROUP• TO  GET  GOING: •  incubate  a  chapter • submit  the  GTUG  application• TO  DO  EVENTS: • ideas  for  contents,  format • offer  of  speakers• TO  COMMUNICATE  AND  COORDINATE: • participate  in  many-­‐to-­‐many  communication
  60. 60. ACCEPT SHARED CONTROL old school control community control our  company  people  create  values our  community  members  create  valuesour  company  “owns”  people  who  create   our  company  “attracts”  people  who   values create  values our  company  owns  the  product  or  the   our  company  participates  in  the   platform ownership  of  the  community  productsour  company  owns  all  know-­‐how  or  can   the  knowledge  is  spread  among   choose  to  open  it community  members  decisions  in  our  company  are  top-­‐down   decisions  in  our  community  are  spread   and  hierarchical and  non-­‐hierarchical  
  61. 61. YOU WILL NEVER DESIGN A PERFECTSYSTEM. EVEN WITH COMMUNITIES,IT’S AN ITERATION AFTER ITERATION
  62. 62. Bottom line of the seeding phase:It’ll be as good as will be the people who will actuallybe the gravity points towards which other organizers, members and activity recipients will be attracted. And if you manage to get those leaders under one umbrella, you will create a potential to multiply theireffect and help creation of a truly national community. Don’t plan too much though.
  63. 63. OPEN IT,3.  SILENT  LAUNCH BUT STAY CALM
  64. 64. WHAT TO DO HERE?• Keep  running  events  but  be  prepared  for  a  lot  of  finetuning• Do  some  promotion  for  them,  but  not  overdo  it• Keep  personal  networking• Focus  heavily  on  the  seed  group  of  organizers• Open  up  the  scale  for  more  complex  /  longer  events
  65. 65. REMEMBER:IT. TAKES. TIME.
  66. 66. BUT IT CAN’T BE STOPPED, ONCE IT GOES, EITHER
  67. 67. Bottom line of the silent launch: Just hold your horses!Watch, reflect, change (anything).
  68. 68. 4.  PUBLIC  LAUNCHGET PUBLICLY AND GROW EXCITED
  69. 69. NOW LET EVERYONE KNOW...AND EXPECT SOME WAVES OF INTEREST.
  70. 70. FOR THEGROWTH, FORGETABOUT A CENTER. THE MOVEMENT IS DEFINED BY THE CHAPTERS
  71. 71. YET ANOTHER GOLDEN MANTRA You  can’t  make   people  join  GTUG,   become  organizers   or  create  events.  All   you  can  do  is  to   create  an  attractive   environment  that   will  stimulate  all   this.
  72. 72. PEOPLE CONTENTS ATMOSPHERE SECRET RECIPEOWNERSHIP FREEDOM INTERACTIONS
  73. 73. PEOPLE CONTENTS ATMOSPHEREEMOTIONS SECRET RECIPEOWNERSHIP FREEDOM INTERACTIONS
  74. 74. Meh. “Emotions”.   “Mantras”. It’s  all  about   numbers.So  cut  the  #crap
  75. 75. HOW TO MEASURE THE COMMUNITY?• QUANTITATIVE  INDICATORS: • #  of  forum  posts • #  of  events • #  of  feedback  collected • #  of  participants  per  event • #  of  pageviews    /  uniques • #  of  chapters • #  of  organizers • #  of  positive  @mentions
  76. 76. HOW TO MEASURE THE COMMUNITY?• QUALITATIVE  INDICATORS: • the  assesment  of  GTUG  leaders  /  superleader   • the  assessment  of  Google  coordinator • the  quality  of  events • the  impact  of  activities • the  activities  of  the  community  inspired  by  GTUG
  77. 77. Bottom line of the public launch: Be ready for start of a great diversity in chapters(form, activities, tech focus). Stimulate it - it helps you. Also it’s time to start looking more closely at how you’re doing. And again: change anything and without too much dancing around.
  78. 78. 5.  SUSTAINABILITYLET IT GROW.AND LET IT BE.
  79. 79. IT MIGHT RUN ON AUTOPILOT.
  80. 80. BUT ONLYFOR A WHILE
  81. 81. COMMUNITIES ARE LIKE A MOON. THEY’RE EITHER GROWING, OR DECREASING.
  82. 82. ALWAYS CHANGE THINGS, ALWAYS ADD THINGS.
  83. 83. AND WHEN THEIR TIME COMES, LET THEM GO
  84. 84. Bottom line of the sustained growth: Don’t go on autopilot.The energy/resources that you’ll get by seeing many of the things done by the community can now be spenton new projects, new chapters, new dreams - and on dealing with leadership succession and activity terminations.
  85. 85. AND THAT’S IT.
  86. 86. OH, ONE MORE THING.
  87. 87. DO IT FOR PEOPLE AND THEIRLIVES, NOT FOR YOU. I  train
  88. 88. CREATE A POSITIVE RELATIONSHIP ATMOSPHERE I  love
  89. 89. CREATE A FREE SPACE FORCONNECTING AND INTERACTING I  network
  90. 90. AND LET PEOPLE LIVE THEIR PASSIONS and  I  have  my  passions
  91. 91. Daniel  Francdan@gug.cz@danfranc,  @unisona,  @gugczfacebook.com/gugczlinkedIn:  Daniel  Franc

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