community, by design
Post on 18-Sep-2014
15 views
DESCRIPTION
If there’s one thing we’ve learned from the rise of the social Web, it’s that all sites have communities whether they realize it or not. Sites that do realize this, however, tend to do a whole lot better than sites that don’t. The success (or failure) of your site has everything to do with how and why the community around it forms. Fortunately, we’ve learned a lot about the mechanics of how and why community happens, which go well beyond just the interaction and visual design of your site. In this workshop, Leslie, Lane, and Thor, who have years of experience at the intersection of user experience, design, and community, walked workshop attendees through examples and exercises designed to answer the questions you need to ask about organizational goals, community management style, internal team structure, and the design choices you need to make in order to bring all those together. Some of what was covered included: Mapping community design to organizational vision Different types of online communities, and which one is right for your organization How interaction and visual design affect community expectation and behavior Structuring your design and community teams Using design to deal with trolls, griefers, and other permanently unhappy individuals Connecting your community to the rest of the Web Led by: Lane Becker,Thor Muller and Leslie ChicoineTRANSCRIPT
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http://www.flickr.com/photos/pbo31/
Community, by Design
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10:00-11:0011:00-1:002:00-3:003:30-5:00
IntroductionPlan (+ break)PlantGrow
http://www.flickr.com/photos/fortphoto/1760774664/
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http://www.flickr.com/photos/blackbeltjones/
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http://www.flickr.com/photos/xctmx/
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http://www.flickr.com/photos/amagill/
What is this... community?
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http://www.flickr.com/photos/stephenr/
Latter-dayWebmaster
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http://www.flickr.com/photos/piotrzurek/
Where do you fit in?
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http://www.flickr.com/photos/cdm/
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Let’s do an exercise!
http://www.flickr.com/photos/icopythat/
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http://www.flickr.com/photos/santos/
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But what about...
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Digg
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MySpace
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Friendster
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Epicurious
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Fark
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Threadless
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Craigslist
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Scrapbooking
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Wikipedia
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http://www.flickr.com/photos/sookie/
Our Assumptions
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http://www.flickr.com/photos/exlibris/
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A group of people who have come together
around common interests, in a defined
space, around a shared social object.
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Individuals inhabit different implied and stated roles, and are governed by different
implied and stated rules.
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Mechanisms exist for allowing these rules and norms to take form, and for enforcing them once
they exist.
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http://www.flickr.com/photos/jvk/
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SomeGuidelines
http://www.flickr.com/photos/28481088@N00/
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http://www.flickr.com/photos/97831130@N00/
You’re not really in charge.
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http://www.flickr.com/photos/emayoh/
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http://www.flickr.com/photos/orangeacid/
MessyUnpredictable
Complex
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http://www.flickr.com/photos/53611153@N00/
Design matters.
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http://www.flickr.com/photos/usonian/
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http://www.flickr.com/photos/95572727@N00/
Church
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http://www.flickr.com/photos/63197350@N00/
Stadium
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http://www.flickr.com/photos/sillydog/
Needs change over
time.
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Iteration
http://www.flickr.com/photos/oskay/
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http://www.flickr.com/photos/monkeyc/
Patience
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ExamplesExamplesExamples
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http://www.flickr.com/photos/coincoyote/
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http://www.flickr.com/photos/powi/
1) Planning the garden
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http://www.flickr.com/photos/powi/
2) Planting the garden
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http://www.flickr.com/photos/johnpics/
3) Growing the garden
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http://www.flickr.com/photos/slagheap/
Group Exercises
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http://www.flickr.com/photos/montanaraven/
PART 1: PLAN YOUR GARDEN
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Purpose
http://www.flickr.com/photos/gi/
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What kind of community are you
building?
http://www.flickr.com/photos/34427466731@N01/
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Is your space a community, or a
network?
http://www.flickr.com/photos/76761958@N00/
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http://www.flickr.com/photos/51896201@N00/
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Complimentary
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Competitive
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Collaborative
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Combative
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Your Assumptions
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http://www.flickr.com/photos/7218188@N07/
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How heavyis your hand?
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http://www.flickr.com/photos/pbo31/
Good fences make good neighbors
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Open or private?
http://www.flickr.com/photos/darwinbell/
Who are we trying to keep out?
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• Where are you on these spectrums?
Some either-ors to consider
Where are you on the following spectrums?
http://www.flickr.com/photos/andreiz/
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Private versus Public?
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Commercialversus
non-commercial?
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Siloed versus part of a larger network or
ecosystem?
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Community exist entirely within your site versus enable behaviors
outside your site?
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Democratic versus dictatorial?
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Technical versusnon-technical?
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http://www.flickr.com/photos/slagheap/
Group Exercise!
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• Private versus public
• Commercial versus non-commercial
• Siloed or part of a larger ecosystem
• Entirely your own or enabling outside behaviors
• Technical versus non-technical
• Democratic versus dictatorial
Where do you fall?
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Metrics for Success
http://www.flickr.com/photos/markhillary/
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• You will be judged on some set of criteria
• It's better if you're the one who has defined these criteria
• And you're more likely to deliver on that, too, if it's in line with your desires
This is hard but IMPORTANT
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Look for metrics that will act as effective
proxies for your idea of success
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So, what do you want?
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• Great data
• Tons of "eyeballs"
• New business growth
• Higher product sales
• Selling more products to the same people
• New product ideas
So, what do you want?
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• Great data
• Tons of "eyeballs"
• New business growth
• Higher product sales
• Selling more products to the same people
• New product ideas
So, what do you want?
• Regular community engagement
• Obsessive community engagement
• Identifying community evangelists
• Better word of mouth
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Growth above all!
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http://www.flickr.com/photos/slagheap/
Group Exercise!
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What are the success metrics for your
community?
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Yet more decisions to make
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Technology
http://www.flickr.com/photos/7493873@N02/
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http://www.flickr.com/photos/curiouskiwi/
Team
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Chief Community Officer,Community Manager, everybody else, too
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How does your community team
interact with other team members?
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Oh and one last thing...
http://www.flickr.com/photos/shio/
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EVERYTHING YOU'VE DECIDED SO FAR IS
WRONG
http://www.flickr.com/photos/monikahoinkis/
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Get comfortable with the fact that most of
your decisions will need to change
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PLANT YOUR GARDEN
http://www.flickr.com/photos/all_in_perspective/
PART 2:
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Launched! Now what?
http://www.flickr.com/photos/33933559@N00/
Now what?
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Don’t look likea graveyard
http://www.flickr.com/photos/morgantepsic/204906010/sizes/l/
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• How do you get the word out?
• Who shows up first?
• Identifying and recruiting first users
How do youget the
word out?
http://www.flickr.com/photos/obie/
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Have a hook
http://www.flickr.com/photos/jurek_durczak/
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Get Active(and get activity)
http://www.flickr.com/photos/jon_marshall/
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Be your site’s biggest user
http://www.flickr.com/photos/28481088@N00/
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http://www.flickr.com/photos/76812994@N00/
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Add apersonal
touch
http://www.flickr.com/photos/margolove/
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http://www.flickr.com/photos/trushu/
Give them a taste
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Give early adopters a sense of ownership
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Seed wisely
http://www.flickr.com/photos/28481088@N00/
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Dealwith
feedback
http://www.flickr.com/photos/hebe/
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Blog it!
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http://www.flickr.com/photos/slagheap/
Group Exercise!
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Community Guidelines
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Do:• Use a human tone
• Be clear and rational
• Make it clear where the lines are
• Make it clear where your authority lies
• Explain how and why people will get removed from the system
• Get the lawyers involved
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Don’t:
• Let the lawyers run the show
• Be vague or noncommittal
• Let this one go until after you’ve launched
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Our favorite: Flickr
http://www.flickr.com/guidelines.gne
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Our favorite: Flickr
http://www.flickr.com/guidelines.gne
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EVERYTHING YOU'VE DECIDED SO FAR IS
WRONG
http://www.flickr.com/photos/monikahoinkis/