Do we need a managament Theory for Community Building?

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  • 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 thatdetermine the Growth of Community
Lets 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 atopen 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 tovisualizing 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

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