designing online communities
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© Jive Software. All rights reserved.
Designing Engaging Online Communities
Social Fresh St. Louis April 19, 2010
© Jive Software. All rights reserved.
© Jive Software. All rights reserved.
These good practices are the result of Jive Strategic Consulting’s extensive work with
many large customers
who have deployed
Jive Social Business Software
for both employee and public-facing communities
© Jive Software. All rights reserved.
To interact directly with Jive strategy consultants and
Jive customers,
please
join our community at:
Jivesoftware.com/JivespaceJivesoftware.com/Jivespace
© Jive Software. All rights reserved.
Why do community at all?
© Jive Software. All rights reserved.
Community is a place to
• Give context to content
• Drive eyeballs to
• Drive reference selling
• Enable advocates
© Jive Software. All rights reserved.
http://www.flickr.com/photos/7502393@N04
Design should
engage
© Jive Software. All rights reserved.
Design enables
objectives
© Jive Software. All rights reserved.
Design is a
process1. Identify top three community characteristics
2. Express characteristics through four elements
3. Identify the elements’ activity flow
4. Structure the site to accommodate the flow
5. Seed the structure with interaction and content
© Jive Software. All rights reserved.
Based on Gene Smith’s “Social Software Building Blocks”http://nform.ca/publications/social-software-building-block
Jive Software Strategic Consulting
Identify top three community
characteristics
© Jive Software. All rights reserved.
Based on Gene Smith’s “Social Software Building Blocks”http://nform.ca/publications/social-software-building-block
Jive Software Strategic Consulting
Identify top three community
characteristics
who people think you are in the community
© Jive Software. All rights reserved.
Based on Gene Smith’s “Social Software Building Blocks”http://nform.ca/publications/social-software-building-block
Jive Software Strategic Consulting
Identify top three community
characteristics
sharing things that are meaningful to participants
e.g., volunteering photos, videos, stories
© Jive Software. All rights reserved.
Based on Gene Smith’s “Social Software Building Blocks”http://nform.ca/publications/social-software-building-block
Jive Software Strategic Consulting
Identify top three community
characteristics
become aware of one another, discover
commonalities, and progress to a trusted
relationship
e.g., connecting to one another
© Jive Software. All rights reserved.
Based on Gene Smith’s “Social Software Building Blocks”http://nform.ca/publications/social-software-building-block
Jive Software Strategic Consulting
Identify top three community
characteristics
clusters of people around a common interest or goal
e.g., collaborating to further standards of practice, to
complete a project, to deepen knowledge in
specific topic
© Jive Software. All rights reserved.
Based on Gene Smith’s “Social Software Building Blocks”http://nform.ca/publications/social-software-building-block
Jive Software Strategic Consulting
Identify top three community
characteristics
knowing who is online, available or otherwise
nearby
e.g., broadcasting via micro blogging or status
updates
© Jive Software. All rights reserved.
Based on Gene Smith’s “Social Software Building Blocks”http://nform.ca/publications/social-software-building-block
Jive Software Strategic Consulting
Identify top three community
characteristics
knowing the status of other people in the
community
e.g., publishing one’s experience and expertise,
or community standing
© Jive Software. All rights reserved.
Based on Gene Smith’s “Social Software Building Blocks”http://nform.ca/publications/social-software-building-block
Jive Software Strategic Consulting
Identify top three community
characteristics
static content that is primarily consumed
e.g., educational and marketing content
© Jive Software. All rights reserved.
Based on Gene Smith’s “Social Software Building Blocks”http://nform.ca/publications/social-software-building-block
Jive Software Strategic Consulting
Identify top three community
characteristics
talking and respondingto others
e.g., support forums
© Jive Software. All rights reserved.
Identify top three community characteristics
Identify top three community characteristics
Express characteristics
through four elements
Purpose
Calls to Action
Motivation
Example
© Jive Software. All rights reserved.
Identify top three community characteristics
Identify top three community characteristics
Express characteristics
through four elements
What’s this all about in 2 seconds or less?
Purpose
Calls to Action
Motivation
Example
© Jive Software. All rights reserved.
Identify top three community characteristics
Identify top three community characteristics
Express characteristics
through four elements
OK, I’m here. What do you want me to do?
Purpose
Calls to Action
Motivation
Example
What’s this all about in 2 seconds or less?
What’s this all about in 2 seconds or less?
© Jive Software. All rights reserved.
Identify top three community characteristics
Identify top three community characteristics
Express characteristics
through four elements
What’s in it for me if I participate?
Purpose
Calls to Action
Motivation
Example
OK, I’m here. What do you want me to do? OK, I’m here. What do you want me to do?
What’s this all about in 2 seconds or less?
What’s this all about in 2 seconds or less?
Identify top three community characteristics
Identify top three community characteristics
Express characteristics
through four elements
What behavior do you want me to model?
Purpose
Calls to Action
Motivation
Example
What’s in it for me if I participate?
What’s in it for me if I participate?
OK, I’m here. What do you want me to do? OK, I’m here. What do you want me to do?
What’s this all about in 2 seconds or less?
What’s this all about in 2 seconds or less?
Purpose? Calls to Action? Motivation? Example?
Purpose? Calls to Action? Motivation? Example?
Purpose? Calls to Action? Motivation? Example?
Purpose? Calls to Action? Motivation? Example?
Purpose? Calls to Action? Motivation? Example?
© Jive Software. All rights reserved.
Identify top three community characteristics
Identify top three community characteristics
Express characteristics through four elementsExpress characteristics through four elements
Identify elements’
activity flow
What happens when I
click a call to action?
© Jive Software. All rights reserved.
Identify top three community characteristics
Identify top three community characteristics
Express characteristics through four elementsExpress characteristics through four elements
Identify elements’
activity flow
Newbie Savvy
Member Attributes None Low Medium High
Familiarity with basic computer skills
Willingness to learn new technologies
Exposure to online community/social networking concepts
Perceived value of online communities or social networking
Social technology activity level
Knowledge level about your community’s topics
Level of Concierge Service
© Jive Software. All rights reserved.
Identify top three community characteristics
Identify top three community characteristics
Express characteristics through four elementsExpress characteristics through four elements
Identify elements’
activity flow
Newbie Savvy
Member Attributes None Low Medium High
Familiarity with basic computer skills
Willingness to learn new technologies
Exposure to online community/social networking concepts
Perceived value of online communities or social networking
Social technology activity level
Knowledge level about your community’s topics
The higher the newbie score, the higher the design’s “concierge service” should be
Level of Concierge Service
© Jive Software. All rights reserved.
Identify top three community characteristics
Identify top three community characteristics
Express characteristics through four elementsExpress characteristics through four elements
Identify elements’
activity flow
Savvy
Open profile in edit mode
C: “Introduce Yourself”
© Jive Software. All rights reserved.
Identify top three community characteristics
Identify top three community characteristics
Express characteristics through four elementsExpress characteristics through four elements
Identify elements’
activity flow
Newbie Savvy
C: “Introduce Yourself”
P: All about ProfilesC: Complete your profileM: Benefits of networkingE: Profile guidelinesE: Featured member profile
Open profile in edit mode Open profile in edit mode
C: “Introduce Yourself”
© Jive Software. All rights reserved.
Identify top three community characteristics
Identify top three community characteristics
Express characteristics through four elementsExpress characteristics through four elements
Identify elements’ activity flow
Identify elements’ activity flow
Structure to promote characteristics and activity flow
© Jive Software. All rights reserved.
Identify top three community characteristics
Identify top three community characteristics
Express characteristics through four elementsExpress characteristics through four elements
Identify elements’ activity flow
Identify elements’ activity flow
Structure to promote characteristics and activity flow
7 Site Areas• Help• About Profiles - “Connect”• About Blogs - “Communicate”• About Groups - “Collaborate”• Feedback• Ask a Question• Break Room
• Taxonomy implemented for 95,000 employees
• Characteristics: Relationships, Sharing, Groups
• Tagline: Connect. Communicate. Collaborate.
© Jive Software. All rights reserved.
Identify top three community characteristics
Identify top three community characteristics
Express characteristics through four elementsExpress characteristics through four elements
Identify elements’ activity flow
Identify elements’ activity flow
Structure to promote characteristics and activity flow
• Taxonomy implemented for 95,000 employees
• Characteristics: Relationships, Sharing, Groups
• Tagline: Connect. Communicate. Collaborate.
P: All about ProfilesC: Complete your profileM: Benefits of networkingE: Profile guidelinesE: Featured member profile
7 Site Areas• Help• About Profiles - “Connect”• About Blogs - “Communicate”• About Groups - “Collaborate”• Feedback• Ask a Question• Break Room
© Jive Software. All rights reserved.
Identify top three community characteristics
Identify top three community characteristics
Express characteristics through four elementsExpress characteristics through four elements
Identify elements’ activity flow
Identify elements’ activity flow
Structure to promote characteristics and activity flow
3 Main Areas• Manage Your Condition• Healthy Living• Find People Like You
• Taxonomy implemented for people concerned about health
• Characteristics: Relationships, Sharing, Conversations
• Tagline: Connect. Share. Support.
© Jive Software. All rights reserved.
Identify top three community characteristics
Identify top three community characteristics
Express characteristics through four elementsExpress characteristics through four elements
Identify elements’ activity flow
Identify elements’ activity flow
Structure to promote characteristics and activity flow
Structure to promote characteristics and activity flow
Seed the structure with interaction and content
‘Community’ is
people interacting about stuff (yours, theirs, etc.)
People go
where the people are
So, seed the content, then
model the interactionyou want people to mimic
© Jive Software. All rights reserved.
Identify top three community characteristics
Identify top three community characteristics
Express characteristics through four elementsExpress characteristics through four elements
Identify elements’ activity flow
Identify elements’ activity flow
Structure to promote characteristics and activity flow
Structure to promote characteristics and activity flow
Seed the structure with interaction and content
“Wow, [well-known subject expert] answers
questions accurately and quickly. I feel comfy
posting a question now!”
“Others like me provide feedback on stories. I think I’ll post mine!”
“This content looks like it has been recently
updated. I’d better make sure mine is, too!”
© Jive Software. All rights reserved. Thanks
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