Online Communities Haas Business School, September 20, 2007
Byrne Reese
Byrne Reese
• “Computer Scientist” (I hack) • “Anthropologist” (I studied it once) • Product Manager
Why do Online Communities Matter?
Why do Online Communities Matter?
Collectively, we are smarter. (most of the time)
They give us a sense of belonging
They give us a heightened sense of responsibility to one another
They allow us to accomplish things we couldn’t accomplish on our own
They bring
meaning to our lives
Ok, so why do Online Communities Matter?
Community
Communication
• Community is how we get stuff done • Community allows us to accomplish things greater then ourselves
And from a product manager’s view:
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
Building Communities
Communities are not things
Communities are organisms
Community Biology
Rule #1:
Give them a place to take root
Or they might show up where you don’t want them
Or they might show up where you don’t want them
Like in your backyard.
Or they might show up where you don’t want them
Like in your backyard. When you are out of town.
Keep in mind...
Some environments are more suitable than others
Where they take root may surprise you
Helping Communities to Thrive
Inputs & Outputs
INPUT
Information
OUTPUT
(magic)
OUTPUT
Community Culture
“The values, traditions, norms, customs, arts, history, folklore, and institutions that a group of people share.”
norms
rules
• Norms define what is acceptable and unacceptable
• Norms provide the means for the community to keep its members in check
They allow you to step in and take action if necessary
Stories from the Trenches
Go with the flow
Don’t force your community to adapt to your product.
Adapt your product to your community.
Use communities strategically
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Ads
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See Also: Giving Communities a Place to Grow
Don’t wait for communities to find their own home.
Give them a place of your choosing to call home.
Community is a feature
Know how community can attract or repel future customers and users
vs.
Things to be mindful of
“If you build it, they will come.”
Believe it or not, you are not God. Even in the communities you start.
Remember: you are dealing with people who are emotionally invested
• Be sensitive • Be fair • Be honest • Be transparent • Be humble
And what ever you do...
Don’t feed the Trolls
Thank you.
[email protected] http://majordojo.com
