1. Lars KurthXen Community Managerlars.kurth@xen.org Do we need a Management Theory for Community Building?

2. Phrases that came up in earlier sessions! “The Unwritten Rules that determine the Growth of Community” “Let’s sprinkle a little Community Magic!” This made me think: Community Developmentshould neither be Magic nor follow Unwritten Rules!

3. Renaissance of Community More and more companies spend money on Community There never have been so many Community Managers Jono Bacon @ OSCON 2011 coined the idea that Community Management is at the beginningof its own Renaissance So: Community is getting more important!

4. So what about Prior Art? A few good books Lots of good presentations at open source conferences and workshops Much on Sociology and Community BUT: Too much focus on the mechanics, tools, etc. of Open Source Much on techniques that help solvepoint problems http://www.theopensourceway.org/book/ Etc.

5. What is missing? What is missing is the big simple picture A simple management theory/metaphor of community development Needs to unify existing knowledge And cover People to people interactions Marketing theories and the impact of social media The mechanics of Open Source (tools, licensing, mechanics, etc.) When does it make sense for corporations to invest in Community?

6. Funnels: Example of an Idea that can help! Sales and marketing uses the idea of a “Funnel” as a systematic model to selling a product or service The basic structure could be adapted to visualizing the growth of an Open Source Community Also works for Freemium business models and social media communities

7. Awareness Users Contributors Maintainers, Committers,Project Leads Measure, how well you are doing Occasional Active Support Brand Trial Software Follow News Silent Users Engaged Users Active Users Rewards Partnerships & Support Governance Recognition Business Opportunities Community Activity Volunteer Programs Documentation Partnerships User Experience Values Eco-system (Tooling, Projects, Services) Website Presence Event Presence Perceived Momentum Social & Media Buzz Activities Supporting or SlowingCommunity Development Brand

8. Other Disciplines that may Help! Change Management Other Marketing Theories Funnels could be connected to Strategy Maps & Balanced Score Cards Probably there are lots more

9. So do we need a Management Theoryfor Community? I think so! My job would become easier! If you are interested in developing these ideas get in touch: lars.kurth@xen.org@lars_kurth@xen_com_mgr