Using Digital Tools to Build an Architecture of Participation
Community Engineering: How to Build an Economy of Participation
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Transcript of Community Engineering: How to Build an Economy of Participation
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community engineering:the economy of participation
LinkedIn: http://linkedin.com/madelynnmartiniere Twitter: @mmartiniere Email: [email protected]
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why engineer community?● Scalable system to create engagement vs.
promotional marketing● Building ecosystem is a defensible advantage● Leverage the wisdom of the crowd to build
products that are better than closed competitors
“Our communities exist because our
products are hard to use.”
Chris Anderson, Makers: The New Industrial Revolution
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4 elements to communityIDENTITY
Establish the who in your community
● What are they passionate about?● What groups do they affiliate with?● Who are the people they look up to, and why?● What content do they read, when, and on what platform?● What events do they attend, when, and it what format?● What participation tools do they use? ● What do they want to learn?
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4 elements to communityPURPOSE
Establish the why for your community
● Answer the question - what is the long term vision of the community?● What is the eventual outcome we can strive for, together? ● What problem is the community solving?
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4 elements to communityTOOLS
Establish how the community connects to help accomplish the aforementioned mission
● How can the community gain the necessary knowledge?● How can they connect with others in the network?● How can they gain support and guidance if needed?
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4 elements to communityINCENTIVES
Establish the what for your community
● How are community members rewarded for participation?● How do they achieve the next level of participation?● How do you attract sustained involvement?
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rules of engagement
1. Tell your story.
2. Embrace transparency and openness
3. Create an architecture of participation
4. Empower catalysts
5. Measure, monitor, and adapt
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“If you want to build a ship, don’t drum up people to collect wood, and dont’s assign them tasks and
work, but rather teach them to long for the endless immensity of the sea.”
Antoine de Saint-Expury
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tell your story
● Make your vision and mission digestible and actionable● Show a vision for the future to inspire imagination, create intrigue, and suspend disbelief.
embrace transparency● Decide at the onset what can and should be open● Communicate what is/is not open clearly, early, and often.
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create an architecture of participation 1
Tim O’Reilly, “The Architecture of Participation” http://archive.oreilly.com/pub/a/oreilly/tim/articles/architecture_of_participation.html
Develop a roadmap for potential community members to get involvedBuild a cumulation of knowledge, not objectsAlways seek to solve problems, not create them
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create an architecture of participation
● Make a roadmap for potential community members to get involved
● Build a cumulation of knowledge, not objects● Always seek to solve problems, not create them
1
Tim O’Reilly, “The Architecture of Participation” http://archive.oreilly.com/pub/a/oreilly/tim/articles/architecture_of_participation.html
Discover
EngageParticipate
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stages of community
DISCOVER
● Developing knowledge● Introduction to your community, a call to action● Lowest level of permission required, users can
passively observe and assess the values of engaging in a deeper, more meaningful way.
Discover
EngageParticipate
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stages of community
ENGAGE
● Building trust● Requires some level of collaboration, though there
are no strings attached. ● Introduction of a two-way dialogue.
Discover
EngageParticipate
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stages of community
PARTICIPATE
● Providing ownership● Requires the most permission and collaboration
out of any other levels● Users at this stage have the maximum amount of
impact.
Discover
EngageParticipate
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stages of community
PARTICIPATE
● Providing ownership● Requires the most permission and collaboration
out of any other levels● Users at this stage have the maximum amount of
impact.
Discover
EngageParticipateBEWARE!
● The highest value community members are also the most volatile.
● You can’t take away control that you’ve already given without repercussions.
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channelsCONTENT
● Requires the least amount of permission● Potential to reach the largest audience● Objective of content is to build out a knowledge base that builds community confidence to engage
further
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channelsEVENTS
● Events should be grouped around initiatives - always around solving a certain problem in the community
● The longer the event, the more permission needed● The more the event costs, the more permission needed
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channelsPLATFORM
● Allow individuals to participate in the building and improving of the product● The more permission granted, the less control you have, and the increased likelihood of variability
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channelsPARTNERSHIPS
● Partnerships create credibility in shared mission● Can be an individual influencer, or an organization● Build out an ecosystem of catalysts to drive community adoption
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empower catalysts
● Catalysts are people or organizations that are community facilitators, avid cheerleaders, and extreme connectors
● Can be an individual influencer, or an organization● Build out an ecosystem of catalysts to drive community adoption
3 ROLES OF A CATALYST:
● Build trust● Inspire action● Provide education
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measure, monitor, adapt
● Community is not an exact science● Be experiment driven● Find your hooks to extract meaningful data:
a. Statistics and automated datab. Surveys and structured feedbackc. Observational tests
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LinkedIn: http://linkedin.com/madelynnmartiniere Twitter: @mmartiniere Email: [email protected]