Buzzing communities
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The document discusses strategies for building successful online communities. It covers topics like community management activities, strategy, growth, content, and moderation. The goal is to transform good community managers into professionals by establishing frameworks and best practices. Key aspects include collecting data, setting goals, driving growth through different phases, generating engaging content, facilitating respectful discussions, and resolving conflicts.
Buzzing communities
- 1. 「BUZZING COMMUNITIES」 に学ぶ オンラインコミュニティーの運 営 コミュラボ＠しょこらぼ
- 2. Buzzing Communities: How to Build Bigger, Better, and More Active Online Communities Richard Millington
- 3. Contents • PART ONE: How to Manage Your Community – Chapter 1. Strategy – Chapter 2. Growth – Chapter 3. Content – Chapter 4. Moderation – Chapter 5. Influence and Relationship – Chapter 6. Events and Activities – Chapter 7. Business Integration – Chapter 8. Return on Investment – Chapter 9. User Experience
- 4. How is your community doing?
- 5. The goal is to transform your approach to community management to convert good community managers into professional.
- 6. The community management framework
- 7. Community Management Activities • 1. Strategy: Establishing and executing the strategy for developing the community. • 2. Growth: Increase membership of the community and convert newcomers into regulars. • 3. Content: Create, edit, facilitate, and solicit content for the community. • 4. Moderation: Remove obstacle to participation and encourage members to make contributions.
- 8. Community Management Activities • 5. Events and activities: Create and facilitate events to keep members engaged. • 6. Relationship and influence: Build relationship with key members and gain infuence within community. • 7. Business integration: Advocate internally within the organization and integrate business processes with community efforts. • 8.User experience: Improve the community platform and participation experience for members.
- 9. Strategy
- 10. Strategy A strategy is comprised of the following 5 steps 1. Data collection 2. Analyze data 3. Establish the goal 4. Create an action plan 5. Track progress and ensure accountability
- 11. The Community Lifecycle They have different needs at different stages.
- 12. INCEPTION • The inception stage stars when you begin interacting with the target audience and end with the community achieving a critical mass of growth and activity. • Direct Growth • Stimulated Activity – Initiating discussion – prompting members to participate in discussion
- 13. ESTABLISHMENT • The establishment phase begins when the community has reached critical mass: the community itself generates more than 50% of growth and activity • Referral and oromotional growth • Spend more time on moderation
- 14. MATURITY • The maturity phase begins when members are generating 90% or more of activity/growth. • Focus on reviewing
- 15. MITOSIS • The mitosis phase begins with the community is almost entirely self-sustaining and ends when it begins to break up into smaller, more focused, online communities. • Not all communities progress to this phase.
- 16. Data 1. Number of members the CM invited to join 2. Number of members that joined as a result of these invitations. 3. Numbers of members that joined as a result of other promotional activity by the CM 4. Total numbers of new registered members during this time. 5. Total numbers of post
- 17. Direct Growth
- 20. Sense of community • Four factors: 1. Membership 2. Influence 3. Integration an fulfillment of needs 4. Shared emotional connnection
- 22. Growth
- 23. Growth • Active members in a community, people who have made a post within the previous 30 days. The number of registered members is a meaningless statics. • It’s easy to get a lot of people to register; it’s harder to keep them after six moths.
- 24. The five stages of conversion
- 25. Gaining VISITORS 1. Direct recruitment of people you already have some connection with. 2. Word of mouth/referrals is your existing audience mentioning the community to others. 3. Promotion is gaining coverage in external channel where your target audience tends to congregate.
- 26. VISITORS to REGISTERED MEMBERS • Increasing clicks on registration page • Increasing completion of the registration form • Increasing opens of the confirmation e-mail • Increasing clicks on confirmation e-mail link
- 27. REGISTERED MEMBERS to PARTICIPANTS • Change the welcome e-mail • Create a newcomer area • Reminder to participate • Personal welcome
- 28. PARTICIPANTS to REGULARS • Reminders/notifications • Guide to self-disclosure discussion/status- jockeying • Rituals • Buddy system • Events/activities • New comer thread/forums • Cultural education • Provide ownership opportunities
- 29. REGULARS to VOLUNTEES • Add a get more involved area • Proactively seek out people who male contributions to get more involved • Have volunteer coach additional volunteers • Headhunt volunteers
- 30. Content
- 31. The best content for a community is content about the community Content about the topic encourage people to read and not participate. You ‘re creating a content site instead of a community
- 32. The goal of content is • Creates a narrative for the community to allow members to follow what’s happening • Provide a reason for members to visit the community every day or frequently • Develop a sense of community among members • Establish a social order among the community and highlights the top members. • Subtly infuences the community by emphasizing activities that you wish to encourage
- 33. Principle of great content • Initite discussions and activities • Use a consistent tone of voice an frequency • Mention people by name • Aspiration and spotlighting • Developing a recognition criteria – Excellent contribution, Number of contribution, Veteran members, Expertise in a specific area, Newcomers, Subjective
- 34. Content Categories • News – Latest events, New members, Latest/most popular discussion, Member contribution, News about members • Announcements • Feature articles – Interviews, Analysis, Stories/articles, Surveys, Reviews/pre views • Opinion/guest columns – Thoughts, Predictions
- 35. Moderation
- 36. Moderation • In the past, the entire role of community management was comprised of moderation. • Moderation is better defined as facilitation.
- 37. Information overload • 40 participants in an online conversation within 20 minutes was the mavimum number that could be sustained • As the volume of message increase, users are – More likely to respond to simpler messages. – More likely to end active participation – More likely to generate simpler responses as the overloading of mass interaction grows.
- 38. Encourage participation 1. Guiding members’s contributions 2. Eusuring social density is consistently high without being too high 3. Stimulating, initiating, and sustaining discussion 4. Steering the direction of the community by giving prominence to discussion deserving of more attention
- 39. The benefit of conflict • Four stages of community(Scott Peck, 1990) 1. Pseudo-community 2. Chaos 3. Emptiness 4. True community Conflict is an essential stage of community progression
- 40. Cause of conflict 1. Individual characteristics 2. Team characteristics 3. Project characteristics 4. Organizational characteristics 5. Environmental characteristics
- 41. Six- step escalation process of resolving conflict 1. Do nothing 2. Reason/Befriend/Distract 3. Suspend 4. Ban 5. Edit/repel 6. Contact police
- 42. Goals of moderation • Increase the overall number of participating members • Increase the number of posts • Increase the number of discussions members initiate • Improve the quality of discussion • Facilitate closer bonds between members to increase the overall strength of the communith • Focus/steer the community toward specific topic, goal, or people.