Lars Kurth argues that community development could benefit from a simple management theory or metaphor to unify existing knowledge and cover aspects like interactions, marketing, tools, and when corporations should invest. He proposes adapting the sales funnel model to visualize community growth, with stages from awareness to maintainers. Other disciplines like change management and marketing theories could also help develop a management theory for community.

1. Lars KurthXen Community Managerlars.kurth@xen.orgDo 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 CommunityMore and more companies spend money on CommunityThere never have been so many Community ManagersJono Bacon @ OSCON 2011coined the idea that Community Management is at the beginningof its own RenaissanceSo: Community is getting more important!

4. So what about Prior Art?A few good booksLots of good presentations at open source conferences and workshopsMuch on Sociology and CommunityBUT:Too much focus on the mechanics, tools, etc. of Open SourceMuch on techniques that help solvepoint problemshttp://www.theopensourceway.org/book/Etc.

5. What is missing?What is missing is the big simple pictureA simple management theory/metaphor of community developmentNeeds to unify existing knowledgeAnd 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 serviceThe 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. AwarenessUsersContributorsMaintainers, Committers,Project LeadsMeasure, how well you are doingOccasionalActiveSupport BrandTrial SoftwareFollow NewsSilent UsersEngagedUsersActiveUsersRewardsPartnerships & SupportGovernanceRecognitionBusiness OpportunitiesCommunity ActivityVolunteer ProgramsDocumentationPartnershipsUser ExperienceValuesEco-system (Tooling, Projects, Services)Website PresenceEvent PresencePerceived MomentumSocial & Media BuzzActivities Supporting or SlowingCommunity DevelopmentBrand

8. Other Disciplines that may Help!Change ManagementOther Marketing TheoriesFunnels 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