Design to Thrive: Creating Social Networks and Online Communities that Last

Design to Thrive: Creating Social Networks and Online Communities that Last

by Tharon Howard
     
 

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ISBN-10: 0123749212

ISBN-13: 9780123749215

Pub. Date: 02/09/2010

Publisher: Elsevier Science

Social networks and online communities are reshaping the way people communicate. But why do some communities succeed while others fail? Using the author's tried and tested design methods. Design to Thrive shows you how to create successful and sustainable online communities. Whether you're looking to create an employee Wiki or even the next Facebook. You will learn

Overview

Social networks and online communities are reshaping the way people communicate. But why do some communities succeed while others fail? Using the author's tried and tested design methods. Design to Thrive shows you how to create successful and sustainable online communities. Whether you're looking to create an employee Wiki or even the next Facebook. You will learn how to design, build, and maintain online communities that encourage and allow people to actively contribute.

Features

Presents essential design criteria, called 'RIBS,' which show you how to generate creative and productive design ideas, to think proactively about the communities you are building or maintaining, and to design communities that encourage your users to actively contribute.

Features real-world examples from well-know communities to illustrate how the RIBS concepts work

Includes access to a companion online network that demonstrates the techniques described in the book.

Product Details

ISBN-13:
9780123749215
Publisher:
Elsevier Science
Publication date:
02/09/2010
Pages:
248
Product dimensions:
7.50(w) x 9.20(h) x 0.50(d)

Table of Contents

Foreword ix

Acknowledgments xi

Chapter 1 Why Design to Thrive?

Why? 1

Buzz-Why Should You Be Interested? 1

What Experience Has Taught Me 2

Five Types of Online Groups Clients Seek 4

Technological Testosterone Poisoning 6

RIBS: The Four Elements Necessary for Long-Term Success 7

What Are Ribs Good for? 8

Works Cited 9

Chapter 2 The Nature of the Beasts

What Are We Talking About? 11

Synopsis 11

What Is a Social Network (Compared to an Online Community)? 12

What Is an Online Community (Compared to Lists, Discussion Groups, or Forums)? 22

Conclusion 26

Works Cited 27

Chapter 3 Why Invest in Social Networks and Online Communities

What Are These Systems Good For? 29

Synopsis 29

Why Build Social Networks and Communities? 29

Conclusion 41

Works Cited 41

Chapter 4 Remuneration

Crafting Meaningful Social Experiences 43

Synopsis 43

Introduction 44

Remuneration as User Experience 45

Remuneration Does Not Equal Functionality or the Business Model 47

Be Responsible for the User Experience 49

Scratching the Sociability Itch 51

Putting "Business before Pleasure" 53

What Is Remuneration? 54

Techniques 57

1 Make The Text Editor Fun; Add Emoticons 58

2 Use a Subscription Application Form 61

3 Mentors Teach 62

4 Seed the Discussion 63

5 Use Stars on Messages to show Memberships Contribution Levels 65

6 Rank the Value of Members' Messages 66

7 Remove the Fear Factor by Providing Examples of How to Participate 68

8 Create a Safe Environment by Sending out "Tickle" Messages 70

9 Create a Regular Event 71

10 Don't Automatically Archive 73

11 Discourage Attempts to Send Conversations to Other Blogs, Websites, Discussion Groups 75

12 Ban Redistribution Servers and Cross-Postings 76

Conclusion 77

Works Cited 78

Chapter 5 Influence

Differences in Members' Social Experience Needs 81

Synopsis 81

Introduction 82

The Importance of Influence 82

The Consequence of Disallowing Influence 83

Play 84

Types of Members and Need for Influence 85

Techniques 102

1 Set Up an Advisory Council 103

2 Respond to Every Concern Without "Administrivia" 106

3 Show the Number of Times that a Message has been Viewed 107

4 Have a "Report-a-Problem" on Every Page of the Site 109

5 Include in Your Application Why They Want to Join 110

6 Have Exit Surveys 111

7 Run Periodic Surveys 112

8 Allow Avatars 113

9 Require Profiles 115

10 Create a Visitor's Center 117

11 Put Novices with Novices 117

12 Give Elders Opportunities 118

13 Demand Respect 118

14 Publish and Enforce Safety Policies 121

Conclusion 127

Works Cited 127

Chapter 6 Belonging

Designing the Experience of Belonging 129

Synopsis 129

Introduction 130

Initiation Rituals 130

Stories of Origin 131

Leveling Up Rituals 135

Mythologies 138

Symbols and Codes 140

Protocols, Routines, and Schemas 141

Techniques 144

1 Create and Distribute a Story of Origin 144

2 Create an Initiation Ritual 145

3 Encourage Your Leaders and Elders to Share Mythologies 146

4 Encourage Members to Share Myths and Stories About Themselves 148

5 Create Leveling Up Ceremonies 152

6 Establish Routines and Protocols 154

7 Establish Symbols, Colors, and Visual Identities 157

8 Use an Application for Membership as an Initiation Ritual 162

Conclusion 165

Works Cited 165

Chapter 7 Significance

Building Gravitas, Brand, and Recognition 167

Synopsis 167

Introduction 168

The Paradox of Exclusivity 168

Acquiring "Social Capital" and Significance 170

Quality vs Quantity 173

Using Nodes and Connectors to Start the Conversation 173

Deciding How to Contact Influential 176

Techniques 186

1 Provide a Story that Shares a Vision 187

2 List Members' Accomplishments 188

3 Participate in influential Communities to Create Trails Back to Yours 188

4 Build Your Social Network or Community in a Custom Space 189

5 Make Connections with Other Leaders in Social Media 190

6 Celebrate Celebrities 191

7 Create a Contest, Game, or Video 193

8 Mobilize your Existing Members 193

Conclusion 196

Works Cited 196

Chapter 8 Technology Changes Rapidly; Humans Don't

How Lessons from Communication Technologies of the Past Can Inform Our Future 199

Synopsis 199

The Power of Social Media to Effect Change 200

Technology Changes Rapidly; People Don't 205

Looking Backward to Look Ahead 207

The Origins of Copyrights 209

The Dilemma of Control vs Creativity 215

Investing in Future Literacies 219

Decision-Making Contexts will Dominate the Marketplace 221

Works Cited 223

Index 225

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