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the technological & social
infrastructure for community
           building
  by Tara “miss rogue” Hunt, Citizen Agency
           www.citizenagency.com
the building blocks
• how I define community
• the geeky stuff: technology
• the relationship stuff: getting
 social
• summary: sense of
virtual community
A virtual space supported by computer-based
   information technology, centered upon
communication and interaction of participants
to generate member-driven content, resulting
        in relationships being built up.


             (Lee & Vogel, 2003)
basic site structure for
 virtual communities
• personal homepage/profile (ie. url.com/
  people/missrogue)
• personal content creation
• ability to interact with others’ content
• ability to ‘friend’ and share content
succession


                       community
visitor     customer
                        member
3 levels of community

1. Lightweight Social Processes
2. Collaborative Information Structures
3. High End Collaboration
lightweight social
          processes
Low-barrier social involvement like voting and
  the recording of personal participation.


• DIGG                   • Del.icio.us
• Last.fm                • Amazon
• Craigslist             • Netvibes
collaborative
 information structures
    Core product enhanced by a social
 component, deeper participation to interact.

• Flickr                 • Facebook
• YouTube                • Odeo
• Threadless             • Developer networks
high end collaboration
 Groups utilizing systems to make sense and
     share complex materials and data.


                      • Open Source
• Wikipedia              projects
• Lostpedia           • Couchsurfing
common themes

• sense of fun/play
• constant community attention
• experimental & agile development
• maximized the power of word of mouth
more common themes

• simple platforms/ideas for building on
• compelling founder stories
• rewards for community members (not
  necessarily $$)
the geeky stuff
• blogs        • social networking
• podcasting   • community tools
• wikis        • apis
• forums       • measurements
• chat         • other stuff
• search
blogs

• Three reasons to use blogging:
 • track who is talking about your product
 • find, read & understand blogging experts in
    your subject area
 • join the conversation by blogging yourself
blogs
• platforms to use: Wordpress, Moveable Type,
  Blogger
• RSS: really simple syndication
 • trick out your RSS (Feedburner)
• using blogsearch to see who is talking about
  you & find blogger experts: Technorati,
  Google Blogsearch, Serph
blogs
• blogging into oblivion or joining the
  conversation
  • linking out: read other blogs...interact
  • blog readers: Bloglines (web), Feedo
    (web), Netvibes (web), Net Newswire
    (mac),Yoono (pc), Thunderbird (all)
• commenting: when to comment, when to
  email
pod & vidcasting
• content: make it interesting (ie.
  winelibrary.tv)
• editing tools: Final Cut Pro, Adobe Flex,
  iMovie (free), Garage Band
• hosting tools:YouTube, blip.tv, Revver,
  Photobucket, Odeo, OurMedia
• watching tools: Dabble, Fireant, iTunes
• searching: podzinger
wikis
• what: webpages with edit buttons
• how to: wiki syntax wackiness
 • [page | page] ... *bold*
• when to: when wikis are wonderful
 • collaboration on documentation
 • community information sharing
 • organizing events & thoughts
• you need to garden the wiki!!
wikis

• examples:
 • self-installed: Confluence, Instiki,
      MediaWiki
  • hosted: JotSpot, PBWiki, SocialText,
      WetPaint, Wikia
[good source: wikimatrix.org]
forums
• what: a-synchronous discussions
• when to: where forums still rock
 • tips & tricks between community
    members
  • feedback & bug reporting
• you need to tend to the forums regularly!!
forums

• examples:
 • self-installed: Vanilla, bbPress, Quicksilver,
      SMF
  • hosted: FusionBB, Jive Forums, PunBB
      (free)
[good source: forummatrix.org]
chat
• what: synchronous discussions
• where/when to use chat:
 • instant ‘help’
 • between friends/members
 • alongside the forums
 • pre-scheduled roundtables
• tip: have the ability for people to chat with
  you live through widgets that show
  availability
chat
• examples:
 • group: IRC, Campfire, Skype, Tangler,
 • one-on-one: Meebo, Jabber, AIM,Yahoo!
    Messenger
 • voice: Wengo, Gizmo, Skype, Jajah
 • sms: Twitter, Mozes
search
• white-hat SEO basics
 • content is king
 • use descriptive page titles (don’t lie!)
 • use the heading tag
 • use sitemaps
 • employ a solid URL structure (opt for
    static looking): www.site.com/
    hikingboots.html vs. www.site.com/
    products.asp?product_no=25
search
• more white-hat SEO basics
 • avoid using flash or ajax for navigation...or
    building your entire site in them
  • html standards are good for you
  • don’t try to scam google (you’ll get
    blacklisted)
  • don’t use frames
social networking
• not everything has to happen on your site
• effective use of established social networks
  to build interest/relationships:
  • Flickr: posting screenshots, flickr groups
  • YouTube/blip.tv: posting screencasts
  • Facebook: posting groups/events
  • MySpace: create a product page
social networking
• more established social network tips:
 • social bookmarking:
   • DIGG: don’t game it...but do submit
      your site/posts/publicity
   • ma.gnolia/del.icio.us: follow tags &
      bookmark interesting stuff in your
      domain
 • niche networks: participating in similar
    markets
community-based tools
• Creative Commons
 • how cc licensing works
 • ways you can use it to enhance user
    experience
• Tagging
 • what is tagging?
 • examples
community-based tools
 • Microformats
  • what is a microformat?
  • how you can use microformats to
     enhance user experience
  • (p.s. it’s good for search engines)
 • OpenID
  • what is OpenID?
  • how you can use OpenID to enhance
     user experience
api’s
• what: application programming interface
• what it really is: allows for content on your
  site to be ‘mashed up’ with other content to
  produce really cool stuff
• advantages:
 • cool extensions
 • test bed for new features
 • the ‘new’ partnership
api’s
• resources:
 • How to design a good API and why it
    matters: lcsd05.cs.tamu.edu/slides/
    keynote.pdf
 • www.programmableweb.com
 • O’Reilly book: Web 2.0 Principles & Best
    Practices www.oreilly.com/radar/
    web2report.csp
measurements
• what you measure matters most
 • informs you about user behavior (usually
    different than feedback)
 • gauges usability
 • helps you with feature & improvement
    roadmap
 • teaches you about the needs of your
    community
measurements
• measurement tools:
 • attention data collection (eg. last.fm, DIGG
    labs)
    • Task Tracer
    • Attention Trust Firefox plugin
    • no Spyware! good cookies only!
  • Google Analytics & MeasureMap
  • CrazyEgg (heatmaps)
measurements
• measuring healthy communities:
 • qualitative mixed with quantitative
 • not always positive
 • scaling will change the
    community...fracture it
  • look at it like a graphic equalizer
  • three levels: Environment, Product &
    Communications
other techie stuff

• why not consider:
 • leaving your bug tracking out in the open?
 • publishing a conference # for your dev
    team meetings?
  • using Twitter to give network status
    updates?
the social stuff
• barcamp
• coworking
• meetups
• conferences
• karma
• fun stuff
barcamp
• what: a conference organized by members
  of the community where there are no
  observers, only participants
 • video:
 • http://www.archive.org/download/
    Ryanne-BarCampSF816/Ryanne-
    BarCampSF816.mov
barcamp

• advantages:
 • early adopter cred (worldwide
    phenomenon)
 • you aren’t in charge, but seen as a peer
coworking
• what: physical spaces opened up for
  independents to collaborate and work in
 • Where the Coffee Shop Meets the
    Cubicle (Businessweek): http://
    www.businessweek.com/smallbiz/
    content/feb2007/
    sb20070226_761145.htm
coworking
• advantages:
 • opening your space brings in fresh ideas
    & energy
 • become part of a worldwide growing
    movement
 • building trust in your local community
    has huge repercussions
meetups
• what: gathering in a social place (pub or
  community space) to meet other people
  with the same interests
  • tools to use: meetup.com, upcoming.org,
    eventful.com
  • post it to your forums, blog & send a
    message out to your VIPs
  • give schwag away, no big speeches
  • let people interact + be available
meetups

• the best meetups are organized by the ‘fans’
  and community members themselves.
  providing the tools, a couple of pitchers of
  beer and some presence (not central,
  though) is the best.
conferences
• there are tons of conferences putting out
  calls for submissions everyday
  • resources: confabb.com, eventful.com,
    upcoming.com
  • take all pitches out of your submission
  • research subject areas that matter to
    conference-goers and find one that you
    are an ‘expert’ on
  • tell a compelling story
conferences
• once you get invited:
 • if you want to be invited back to the
    conference circuit, keep all pitches out of
    your presentation
  • tell user stories
  • talk about your competition
  • attend all mixer events and build
    relationships, don’t pitch
karma

• what you give to your community, you get
  back tenfold
• don’t have a business objective, have a
  business objective, an employee objective, a
  local community objective, an environment
  objective and a customer experience
  objective (Clif Bar)
karma
• be part of a larger movement that relates to
  what you are doing
• “If you see a parade, get in front of it” Tim
  O’Reilly
• Be part of the change you want to see in the
  world
• Creates amazing goodwill
fun stuff
• good vibes:
 • thank you’s (i.e. ma.gnolia, maya’s mom,
    facebook ‘pokes’)
 • vip programs (i.e. ma.gnolia gardeners)
 • member highlighting & discovery (i.e.
    featured members, new members)
 • hold feedback contests, etc. and send
    out schwag as thanks
 • greeting program for new members
summary

• all great tools for promoting your site,
  but what about community?
• how do these tools relate to creating a
  sense of community?
sense of community
1. Feelings of membership
2. Feelings of influence
3. Integration and fulfillment of needs
4. Shared emotional connection


         (McMillan and Chavis, 1986)
feelings of membership
• includes: personal profile pages, 'friending',
  defining groups within the larger group
  (groups), invitations to groups
• allow for lots of personal & group
  expression (personalization)
• greet new members and introduce them to
  others with similar interests
feelings of influence

• includes: forums, chat, comments, blogging,
  personalized mail
• create many ways in which members can
  connect and platforms for expression
• respond to all feedback, good or bad
integration and
    fulfillment of needs

• includes: status rewards, featuring members,
  vips, karma points, etc.
• 'in crowd' knowledge - acorns, tricks,
  traditions & rituals
shared emotional
        connection
• can't be created, but shared experiences
  with members can help (continual, deep
  interaction with community)
• meetups, barcamps, coworking, celebrations
  and developer days help
more information:
       tara@citizenagency.com
   http://www.citizenagency.com
http://www.horsepigcow.com (blog)
         tarahunt747 (skype)
          415.694.1951 (ph)
licensing:

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Community 2.0 Community Bootcamp: the technology part by Tara Hunt

  • 1. the technological & social infrastructure for community building by Tara “miss rogue” Hunt, Citizen Agency www.citizenagency.com
  • 2. the building blocks • how I define community • the geeky stuff: technology • the relationship stuff: getting social • summary: sense of
  • 3. virtual community A virtual space supported by computer-based information technology, centered upon communication and interaction of participants to generate member-driven content, resulting in relationships being built up. (Lee & Vogel, 2003)
  • 4. basic site structure for virtual communities • personal homepage/profile (ie. url.com/ people/missrogue) • personal content creation • ability to interact with others’ content • ability to ‘friend’ and share content
  • 5. succession community visitor customer member
  • 6. 3 levels of community 1. Lightweight Social Processes 2. Collaborative Information Structures 3. High End Collaboration
  • 7. lightweight social processes Low-barrier social involvement like voting and the recording of personal participation. • DIGG • Del.icio.us • Last.fm • Amazon • Craigslist • Netvibes
  • 8. collaborative information structures Core product enhanced by a social component, deeper participation to interact. • Flickr • Facebook • YouTube • Odeo • Threadless • Developer networks
  • 9. high end collaboration Groups utilizing systems to make sense and share complex materials and data. • Open Source • Wikipedia projects • Lostpedia • Couchsurfing
  • 10. common themes • sense of fun/play • constant community attention • experimental & agile development • maximized the power of word of mouth
  • 11. more common themes • simple platforms/ideas for building on • compelling founder stories • rewards for community members (not necessarily $$)
  • 12. the geeky stuff • blogs • social networking • podcasting • community tools • wikis • apis • forums • measurements • chat • other stuff • search
  • 13. blogs • Three reasons to use blogging: • track who is talking about your product • find, read & understand blogging experts in your subject area • join the conversation by blogging yourself
  • 14. blogs • platforms to use: Wordpress, Moveable Type, Blogger • RSS: really simple syndication • trick out your RSS (Feedburner) • using blogsearch to see who is talking about you & find blogger experts: Technorati, Google Blogsearch, Serph
  • 15. blogs • blogging into oblivion or joining the conversation • linking out: read other blogs...interact • blog readers: Bloglines (web), Feedo (web), Netvibes (web), Net Newswire (mac),Yoono (pc), Thunderbird (all) • commenting: when to comment, when to email
  • 16. pod & vidcasting • content: make it interesting (ie. winelibrary.tv) • editing tools: Final Cut Pro, Adobe Flex, iMovie (free), Garage Band • hosting tools:YouTube, blip.tv, Revver, Photobucket, Odeo, OurMedia • watching tools: Dabble, Fireant, iTunes • searching: podzinger
  • 17. wikis • what: webpages with edit buttons • how to: wiki syntax wackiness • [page | page] ... *bold* • when to: when wikis are wonderful • collaboration on documentation • community information sharing • organizing events & thoughts • you need to garden the wiki!!
  • 18. wikis • examples: • self-installed: Confluence, Instiki, MediaWiki • hosted: JotSpot, PBWiki, SocialText, WetPaint, Wikia [good source: wikimatrix.org]
  • 19. forums • what: a-synchronous discussions • when to: where forums still rock • tips & tricks between community members • feedback & bug reporting • you need to tend to the forums regularly!!
  • 20. forums • examples: • self-installed: Vanilla, bbPress, Quicksilver, SMF • hosted: FusionBB, Jive Forums, PunBB (free) [good source: forummatrix.org]
  • 21. chat • what: synchronous discussions • where/when to use chat: • instant ‘help’ • between friends/members • alongside the forums • pre-scheduled roundtables • tip: have the ability for people to chat with you live through widgets that show availability
  • 22. chat • examples: • group: IRC, Campfire, Skype, Tangler, • one-on-one: Meebo, Jabber, AIM,Yahoo! Messenger • voice: Wengo, Gizmo, Skype, Jajah • sms: Twitter, Mozes
  • 23. search • white-hat SEO basics • content is king • use descriptive page titles (don’t lie!) • use the heading tag • use sitemaps • employ a solid URL structure (opt for static looking): www.site.com/ hikingboots.html vs. www.site.com/ products.asp?product_no=25
  • 24. search • more white-hat SEO basics • avoid using flash or ajax for navigation...or building your entire site in them • html standards are good for you • don’t try to scam google (you’ll get blacklisted) • don’t use frames
  • 25. social networking • not everything has to happen on your site • effective use of established social networks to build interest/relationships: • Flickr: posting screenshots, flickr groups • YouTube/blip.tv: posting screencasts • Facebook: posting groups/events • MySpace: create a product page
  • 26. social networking • more established social network tips: • social bookmarking: • DIGG: don’t game it...but do submit your site/posts/publicity • ma.gnolia/del.icio.us: follow tags & bookmark interesting stuff in your domain • niche networks: participating in similar markets
  • 27. community-based tools • Creative Commons • how cc licensing works • ways you can use it to enhance user experience • Tagging • what is tagging? • examples
  • 28. community-based tools • Microformats • what is a microformat? • how you can use microformats to enhance user experience • (p.s. it’s good for search engines) • OpenID • what is OpenID? • how you can use OpenID to enhance user experience
  • 29. api’s • what: application programming interface • what it really is: allows for content on your site to be ‘mashed up’ with other content to produce really cool stuff • advantages: • cool extensions • test bed for new features • the ‘new’ partnership
  • 30. api’s • resources: • How to design a good API and why it matters: lcsd05.cs.tamu.edu/slides/ keynote.pdf • www.programmableweb.com • O’Reilly book: Web 2.0 Principles & Best Practices www.oreilly.com/radar/ web2report.csp
  • 31. measurements • what you measure matters most • informs you about user behavior (usually different than feedback) • gauges usability • helps you with feature & improvement roadmap • teaches you about the needs of your community
  • 32. measurements • measurement tools: • attention data collection (eg. last.fm, DIGG labs) • Task Tracer • Attention Trust Firefox plugin • no Spyware! good cookies only! • Google Analytics & MeasureMap • CrazyEgg (heatmaps)
  • 33. measurements • measuring healthy communities: • qualitative mixed with quantitative • not always positive • scaling will change the community...fracture it • look at it like a graphic equalizer • three levels: Environment, Product & Communications
  • 34. other techie stuff • why not consider: • leaving your bug tracking out in the open? • publishing a conference # for your dev team meetings? • using Twitter to give network status updates?
  • 35. the social stuff • barcamp • coworking • meetups • conferences • karma • fun stuff
  • 36. barcamp • what: a conference organized by members of the community where there are no observers, only participants • video: • http://www.archive.org/download/ Ryanne-BarCampSF816/Ryanne- BarCampSF816.mov
  • 37. barcamp • advantages: • early adopter cred (worldwide phenomenon) • you aren’t in charge, but seen as a peer
  • 38. coworking • what: physical spaces opened up for independents to collaborate and work in • Where the Coffee Shop Meets the Cubicle (Businessweek): http:// www.businessweek.com/smallbiz/ content/feb2007/ sb20070226_761145.htm
  • 39. coworking • advantages: • opening your space brings in fresh ideas & energy • become part of a worldwide growing movement • building trust in your local community has huge repercussions
  • 40. meetups • what: gathering in a social place (pub or community space) to meet other people with the same interests • tools to use: meetup.com, upcoming.org, eventful.com • post it to your forums, blog & send a message out to your VIPs • give schwag away, no big speeches • let people interact + be available
  • 41. meetups • the best meetups are organized by the ‘fans’ and community members themselves. providing the tools, a couple of pitchers of beer and some presence (not central, though) is the best.
  • 42. conferences • there are tons of conferences putting out calls for submissions everyday • resources: confabb.com, eventful.com, upcoming.com • take all pitches out of your submission • research subject areas that matter to conference-goers and find one that you are an ‘expert’ on • tell a compelling story
  • 43. conferences • once you get invited: • if you want to be invited back to the conference circuit, keep all pitches out of your presentation • tell user stories • talk about your competition • attend all mixer events and build relationships, don’t pitch
  • 44. karma • what you give to your community, you get back tenfold • don’t have a business objective, have a business objective, an employee objective, a local community objective, an environment objective and a customer experience objective (Clif Bar)
  • 45. karma • be part of a larger movement that relates to what you are doing • “If you see a parade, get in front of it” Tim O’Reilly • Be part of the change you want to see in the world • Creates amazing goodwill
  • 46. fun stuff • good vibes: • thank you’s (i.e. ma.gnolia, maya’s mom, facebook ‘pokes’) • vip programs (i.e. ma.gnolia gardeners) • member highlighting & discovery (i.e. featured members, new members) • hold feedback contests, etc. and send out schwag as thanks • greeting program for new members
  • 47. summary • all great tools for promoting your site, but what about community? • how do these tools relate to creating a sense of community?
  • 48. sense of community 1. Feelings of membership 2. Feelings of influence 3. Integration and fulfillment of needs 4. Shared emotional connection (McMillan and Chavis, 1986)
  • 49. feelings of membership • includes: personal profile pages, 'friending', defining groups within the larger group (groups), invitations to groups • allow for lots of personal & group expression (personalization) • greet new members and introduce them to others with similar interests
  • 50. feelings of influence • includes: forums, chat, comments, blogging, personalized mail • create many ways in which members can connect and platforms for expression • respond to all feedback, good or bad
  • 51. integration and fulfillment of needs • includes: status rewards, featuring members, vips, karma points, etc. • 'in crowd' knowledge - acorns, tricks, traditions & rituals
  • 52. shared emotional connection • can't be created, but shared experiences with members can help (continual, deep interaction with community) • meetups, barcamps, coworking, celebrations and developer days help
  • 53. more information: tara@citizenagency.com http://www.citizenagency.com http://www.horsepigcow.com (blog) tarahunt747 (skype) 415.694.1951 (ph)