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.

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

18. Referral and
promotional growth

20. Sense of community
• Four factors:
1. Membership
2. Influence
3. Integration an fulfillment of needs
4. Shared emotional connnection

21. Time allocation guide

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.