Design to Thrive (eBook)

Front Cover 1
Design to Thrive: Creating Social Networks and Online Communities that Last 4
Copyright Page 5
Table of Contents 6
Foreword 10
Acknowledgments 12
Where Did This Book Originate? 12
Chapter 1: Why Design to Thrive? 16
Why? 16
Buzz—Why Should You Be Interested? 16
What Experience has Taught Me 17
Five Types of Online Groups Clients Seek 19
Technological Testosterone Poisoning 21
RIBS: The Four Elements Necessary for Long-Term Success 22
What are RIBS Good for? 23
Works Cited 24
Chapter 2: The Nature of the Beasts 26
What are We Talking About? 26
Synopsis 26
What is a Social Network (Compared to an Online Community)? 27
What is an Online Community (Compared to Lists, Discussion Groups, or Forums)? 37
Conclusion 41
Works Cited 42
Chapter 3: Why Invest in Social Networks and Online Communities? 44
What are these Systems Good for? 44
Synopsis 44
Why Build Social Networks and Communities? 44
Conclusion 56
Works Cited 56
Chapter 4: Remuneration 58
Crafting Meaningful Social Experiences 58
Synopsis 58
Introduction 59
Remuneration as User experience 60
Remuneration does not Equal Functionality or the Business Model 62
Be Responsible for the User Experience 64
Scratching the Sociability Itch 66
Putting “Business Before Pleasure” 68
What is Remuneration? 69
Techniques 72
1. Make the Text Editor Fun Add Emoticons
2. Use a Subscription Application Form 76
3. Mentors Teach 77
4. Seed the Discussion 78
5. Use Stars on Messages to Show Membership Contribution Levels 80
6. Rank the Value of Members’ Messages 81
7. Remove the Fear Factor by Providing Examples of How to Participate 83
8. Create a Safe Environment by Sending out “Tickle” Messages 85
9. Create a Regular Event 86
10. Don’t Automatically Archive 88
11. Discourage Attempts to Send Conversations to Other Blogs, Web Sites, or Discussion Groups 90
12. Ban Redistribution Servers and Cross-Postings 91
Conclusion 92
Works Cited 93
Chapter 5: Influence 96
Differences in Members’ Social Experience Needs 96
Synopsis 96
Introduction 97
The Importance of Influence 97
The Consequence of Disallowing Influence 98
Play 99
Types of Members and Need for Influence 100
Techniques 117
1. Set up an Advisory Council 118
2. Respond to Every Concern Without “Administrivia” 121
3. Show the Number of Times that a Message has been Viewed 122
4. Have a “Report-A-Problem” on Every Page of the Site 124
5. Include in Your Application Why they Want to Join 125
6. Have Exit Surveys 126
7. Run Periodic Surveys 127
8. Allow Avatars 128
9. Require Profiles 130
10. Create a Visitor’s Center 132
11. Put Novices With Novices 132
12. Give Elders Opportunities 133
13. Demand Respect 133
14. Publish and Enforce Safety Policies 136
Conclusion 142
Works Cited 142
Chapter 6: Belonging 144
Designing the Experience of Belonging 144
Synopsis 144
Introduction 145
Initiation Rituals 145
Stories of Origin 146
Leveling up Rituals 150
Mythologies 153
Symbols and Codes 155
Protocols, Routines, and Schemas 156
Techniques 159
1. Create and Distribute a Story of Origin 159
2. Create an Initiation Ritual 160
3. Encourage Your Leaders and Elders to Share Mythologies 161
4. Encourage Members to Share Myths and Stories About Themselves 163
5. Create Leveling up Ceremonies 167
6. Establish Routines and Protocols 169
7. Establish Symbols, Colors, and Visual Identities 172
8. Use an Application for Membership as an Initiation Ritual 177
Conclusion 180
Works Cited 180
Chapter 7: Significance 182
Building Gravitas, Brand, and Recognition 182
Synopsis 182
Introduction 183
The Paradox of Exclusivity 183
Acquiring “Social Capital” and Significance 185
Quality vs Quantity 188
Using Nodes and Connectors to Start the Conversation 188
Deciding How to Contact Influentials 191
Techniques 201
1. Provide a Story That Shares a Vision 202
2. List Members’ Accomplishments 203
3. Participate in Influential Communities to Create Trails Back to Yours 203
4. Build Your Social Network or Community in a Custom Space 204
5. Make Connections With Other Leaders in Social Media 205
6. Celebrate Celebrities 206
7. Create a Contest, Game, or Video 208
8. Mobilize Your Existing Members 208
Conclusion 211
Works Cited 211
Chapter 8: Technology Changes Rapidly Humans Don’t
How Lessons from Communication Technologies of the Past can Inform our Future 214
Synopsis 214
The Power of Social Media to Effect Change 215
Technology Changes Rapidly People Don’t
Looking Backward to Look Ahead 222
The Origins of Copyrights 224
The Dilemma of Control VS Creativity 230
Investing in Future Literacies 234
Decision-Making Contexts will Dominate the Marketplace 236
Works Cited 238
Index 240