Index

accelerator tool 239

access 127–8, 132, 165

achievement 38, 100, 134, 169, 178

active contributors 117

active users, estimation of 51

activities, types of 158–9

Adobe Analytics 50

advertising costs 12, 21

advocacy 20

Airline Pilots Central 9

Al Jazeera 80

altruism 169

anonymous domain registrars 218

AOL 202

Apple xiv, 9, 28, 176

arbiter of truth 215

The Art of Gathering (Parker) 71, 268

asking questions

art of 143

rules for 143–7

starting discussions and 143, 146

Atkin, Douglas 269

audiences

analysis 239–40

data 50

engaging 2

existing/external 104

power of 96–7

target 29–31, 243

authentication,
two-factor 218

Autodesk Advocates 9

automation emails 151

Aweber 47

Backpacking Light 9

BackYard Chickens 9

Bacon, Jono 122, 268

bad actors

preventing 81

tackling 82–3

types 81

bad publicity 210–11, 227

badges

creating 100, 194

types of 193–4

as visual images 168, 192–5

banners 65–6

behavioural questions 33

belonging communities 7–8

benchmarks 219

Best Buy xvi, 116

Bevy 47, 55

‘big bang’ launch 95

‘big win’ content 155

Block, Peter 269

blogs/articles 151

brand, value statement for 245–6

breakdowns/analysis, of situations 153

broader changes, in sector 240

budgeting, resources and 253–5

Build Your Community xvii

Building Brand Communities (Vogl and Jones) 268

Building Successful Online Communities (Kraut and Resnick) 269

business, roadmap for 18–19

Buzzing Communities 152, 269

ByteDance 209

Cage, Nicolas 81

calls to action 65

case studies 152–3

challenges/mission 131, 132, 168, 184

cheating

forms 174–5

preventing 176–7

children, protecting in online environments 209

Cision City 9

Citrix 55

click-through data 50

closed/specific questions 145

CMX 213, 268

Codeacademy 166

CoinTalk 9

collective action problems 6

collusion 175

preventing 176–7

Communications Decency Act 214

community(ies)

analysis 236–7

approach, making unique 2–3

awkward truth about 116

belonging 7–8

benefiting organisations 11–12

building xiii–xv

changes within/outside 224

concept, creating 242–7

costs 255

creating 1–25

designing 64–7

engagement skills 142

engaging 237

experience, creating/designing 41–63, 61

exploration 5

fantastic response 149–50

finding 267–8

functions and features of 67

goals 10, 123

guiding principles 243–5

identifying goals for 11–16

influence 5–6

joining 220–1

launch 101–3, 107–8

leaders 85, 140–2, 148

managing 118, 200

mega- 88

mid-sized 88

missing category 8–9

mutual support 4–5

online 3, 24, 112, 116, 144, 215, 258

options 242

platforms 42–8, 55–7

prioritising goals 16–17

promoting 222, 251

reasons for participating in 112

relevance 28–37

roadmap 17–19

size of 116

skilled builders, needs xv–xvi

small 87–8

structure 62

successful 8–9

team structure 256

thrive 118–20

turning goals into behaviours 19–24

types of 4–8

value statement for brand/members 245–7

visible impact of 12–16

vision 243

visiting 221, 237

website 42see also specific entries

community strategy

appendices 262

building 233–63

creating community concept 242–7

defining problem/opportunity 236–42

executive summary 236

intermediate plan
(9–18 months) 257

long-term plan (18–36 months) 257

measurement 258–60

mitigating risk factors 260–2

near-term plan (3–9 months) 255–7

one-page overview of 247

short-term plan (0–3 months) 247–55

structure 235–62

technology requirements 258

Community: The Structure of Belonging (Block) 269

competitions 169, 208, 226

conferences 159

confidential information, leaks of 213, 227

conflicts, between members 213, 227

connection 130–1, 132, 149

Constant Contact 47

content

‘big win’ 155

copyright 206, 226

creation 142, 150–5

event 103

illegal/illicit 206–7, 226

measuring 156

restricting 155–6

soliciting and curating 155–6

tools for creating 151

traditional/community 153–4

types of 152–3

contest 208

contracts, negotiating and signing 57–9, 203

contribution, first 109–10

‘conversation starter’ badge 192, 193

conversion ratios 220

COPPA (Children’s Online Privacy Protection Act) 209

copyright content 206, 226

Crazy Egg 50, 221

critical mass 93–4

The Culting of Brands (Atkin) 269

customer(s)

attracting new 11

complaints 211–12, 227

loyalty 11

needs, learning about 11

customer(s) (continued)

satisfaction 11, 20

support 11, 20, 103, 118, 148, 248

Cvent 9

daily vs. long-term relevance 31–2

data

privacy 204–6, 226

surveys and 153

types of 50

Debenhams 52, 116

demographics questions 33

Difficult Conversations (Patton, Stone, and Heen) 268

digests 151, 157–8

disappointed members 212–13

Discourse 46, 55

discussions

starting 142, 143, 146

using multiple types of 144–5

documentation 3, 5, 62, 134, 151

donations 21

Donut 47

‘downvote’ option 175

doxing 214

Drupal 55

dumb robot, programming 53

Duolingo 166

EA Games 117

effort badges 193

ELGG 55

emails, automation 151

employees, and superusers 202–4, 229

engagement

declining 223–5

metrics 260

skills 142

enterprise platforms 45–7, 55

escalation, scale of 85–6

Eventbrite 47, 55

events

and activities 158–9

content, sharing 103

hosting and facilitating 142

exclusivity 29–30

execution failure

and benchmarks 218–26

to gaining traction 220–3, 228

losing internal support 225–6, 228

to sustain engagement 223–5, 228

executive summary 236

exploration communities 5, 7

exponential problem 182

Facebook xiv, 9, 28, 42, 43–4, 47, 48, 55, 80, 168, 207, 217, 218, 219

failure 201

execution 218–26

to gaining traction 220–3, 228

losing internal support 225–6, 228

to sustain engagement 223–5, 228

technology 228

Fair Labor Standards Act 203

false information, spreading
214–15, 227

‘fast launch’ approach 95–6, 101

The Fenty Beauty community 28

Ferriss, Tim 216–17

FeverBee 14, 140, 141, 197, 219, 221, 232, 269

FINOs (founders in name only) 99

Fitbit 9, 42, 62, 166

formalising processes, for joining community 133

founding members 98–101

v4chan 75

free speech 77

friendliness 149

FTC (Federal Trade
Commission) 209

full-time community leader 140

fundraising 21

game dynamics 167

selecting 178

types of 168–70

game mechanics 167

selecting 178

tools for 167–8

gamification 45

cheating and 174–7

community and video games 184

holy grail of 185–6

meaning of 167

practice of 166–7

problems with 172–7

system development 177–96

target audience for 177

undermining motivation 173–4

GDPR laws, on data privacy and security 204–6

Geotab 103–4, 128, 144

gifting 168

Github 9

goals

of community 10

identifying, for community 11–16

prioritising 16–17

turning into behaviours 19–24

Godin, Seth xiv

Google xiv

Analytics 50

Authenticator 218

Forms 33

GoToWebinar 47, 55

guiding principles 60–1, 243–5

Harley-Davidson 6

harm 188, 199, 229–30

harassment 213, 227, 228

hate speech 77

Heen, Sheila 268

hidden badges 194

Higher Logic 46, 55

Hivebrite 44, 55

homepage 64–5

hosting 44

HP 42

Huffington Post 202

hypothetical questions 145

ideation 45, 103, 206, 226

IDEO.org 268

illegal activity, sharing of 77

illegal/illicit content, sharing 206–7, 226

implementation partners

finding 59

roles of 59–61

The Indispensable Community 260, 268

influence 5–6, 8, 129–30, 132, 165

inSided 46, 55

Instagram 218

intermediate strategic plan (9–18 months) 257

intermediates 36, 239

internal analysis 238–9

internal support, losing 225–6, 228

interviews

conducting, to identify use cases 37–8

with VIP 153

Jones, Carrie Melissa 268

Joomla 55

judgement calls 74, 78–83

Kaggle 9

Khan Academy 166

Khoros 42, 46, 55, 168

Kim, Amy Jo 166

knowledge 45, 149, 151

Kraut, Rob 269

Launch Forth 9

launch phase 101–3, 108

leaderboards 102, 168

leader’s toolkit 142

leads, generating and identifying 20

legal risks 201–2, 226

Lego Ideas 9

levels 181–4

mistakes to avoid 182

as rankings 167

Lin, Jeffrey 90–1

LinkedIn 43, 55, 77, 217, 218

live webinars 159

The Logic of Collective Action (Olson) 6

long-term strategic plan (18–36 months) 257

lottery 208

loyalty schemes 50

Lucidchart 256

LungCancer.net 104

Mailchimp 47, 55

mailing lists 50

Matomo 50

Mayo Clinic 140, 141, 147

measurement framework 258–60

Medium 47

Meetup 47, 55

mega-communities 88

members

conflicts between 213

connection between 130

creating private group 252

disappointed 212–13

engaging with 142

first contribution 109–10

founding 98–101

keeping engaged 139–61

listing the value to 243

making feel great 147–8

reaching critical mass 94–104

rewarding 163–97

risk to 201, 213–15, 227

value statement for 246–7

membership fees 12

membership projection, making 49, 50–2, 258

mental health, decline in 216, 228

mentoring groups 159

Microsoft 55, 202, 209

Microsoft Teams 9, 55

mid-sized communities 88

Mighty Networks 44, 55

minors, taking steps to protecting 209, 226

missions 168, 184

mitigation plans,
developing 229–30

Mixpanel 50

moderation

cost 87–9

elements to 73–4

types of 89

moderators 80, 84

mood-related problems 82–3

motivation, undermining 173–4

Mouseflow 50

mutual support communities 4–5

navigation 62

NDAs 203

near-term strategic plan (3–9 months) 255–7

newcomers 35, 181, 239

badges and 194

creating journey for 251

helping 110–11

problem with inviting 111

role 187, 190

newsletters 66–7, 151, 157

Ning 55

non-profit roadmap 17–18

non-technical rewards 189

offline gatherings 159

Olson, Geoffrey Mancur, Jr. 6

online communities 3, 24, 112, 116, 144, 215, 258

open questions 145

open source platforms 44–5, 55

opportunity/problem

audience analysis 239–40

community analysis 236–7

defining 236–42

internal analysis 238–9

summary SWOT analysis 240–2

organisations

benefited from communities 11–12

community building for xvi–xvii

example of value statement 246

listing the value to 243

The Overflow newsletter 157

overposting 174–5

page and newsletter templates 66–7

paid social ads 104–5

Parker, Priya 71, 268

partner programme 59

Patton, Bruce 268

People Powered (Bacon) 122, 268

permissions 167, 186–92

causing harm 188–9

technical 189

personal

abuse, preventing 217

attacks 78

reputation 172

roadmap 17–18

personalisation 149

personality problems 82

PEST analysis 240

platforms 42

building 42–3

enterprise 45–7, 55

open source 44–5, 55

shortlist 55–7

using free tools 47–8

white-label 43–4, 55

podcasts 151

points

earning for specific behaviours 167

system 179–80

post-launch phase 103–4, 108

power ups 184–5

pre-launch phase 97–101, 107

privacy/data 204–6, 217–18, 226

private group, creating 252

proactive enforcement and shaping behaviour 89–91

proactivity 5

problem(s)

collective action 6

defining 236–42

with gamification 172–7

mood-related 82–3

overcoming 199–231

personality 82

with removing false information 215

resolving 84

problem(s) (continued)

situation-related 83

writing statement 237

product ideas 20

productivity 21

ProjectManagement.com 75

promotional opportunities 50

promotional plan, creating 105–6

psychographic questions 34

public goods 6

Qualtrics 33

questions, types of 33–4, 145 see also asking questions

Quick Base 14

quiz 159

realism 216

recognition/status 128, 132

recruitment 12, 21, 133, 257

windows 126

Reddit 43, 47, 55, 168, 210

Reddit Science 90

registration form errors 109

reputation 165, 201

risk 210–13, 227

types of 172

request for proposal (RFP), developing 56–7

Resnick, Paul 269

resolution 149–50

resources

and budgeting 253–5

check 238–9

to enforcing rules 79

identifying 250–3

on superuser programme 131

and templates 153

return on investment (ROI) 10, 12

reviews 151

rewards

and cheating 176

deciding 195–6

earning 170

full set of 189, 192

as incentive 164, 169

minimising effort to get 60

receiving 203

and reputation 172

superusers 126–31

types of 165–6

risk(s)

analysis, developing 226–31

assigning person for mitigating risks 230–1

estimating the danger 228–9

execution failure 218–26

factors 199

failure 201, 228

identifying 226–8

legal 201–2, 226

to members 201, 213–15, 227

mitigating 260–2

mitigation plans, developing 229–30

reputation 201, 210–13, 227

to staff 201, 215–18, 228

types of 200–1, 226–8

roles/permissions 186–92

rules

bad actors 81–3

enforcing 73–4, 80–1

establishing 73

exceptions 83–4

judgement calls 74, 78–83

setting 71–92

types of 74

unique social norms 74–6

universal 74, 76–8

Salesforce 9, 46, 51, 55, 168, 179

SAP 9

segments

identifying 34–6

listing 35–6

selecting first 36

self-care 216

self-expression 129, 169

self-hosting 44–5

self-promoters 81

self-promotion 77

self-promotional spam 5

Sephora xvi, 9, 42, 58, 72–3, 113, 128, 185, 242

Sharepoint 55

short-term strategic plan
(0–3 months) 247–55

budgeting 253–5

resources 250–5

strategic plan 247–8

tactics, selecting 249–50

situation-related problems 83

skills

developing 268

engagement 142

Slack 4, 42, 47, 51, 55, 94, 97, 101,
192, 219

small communities 87–8

Smaply.com 221

social

ads 104–5

density 61

norms 74–6

social media

location information 218

and other communities 98

privacy setting 218

rise in video and 240

tools 44, 47, 52, 55

two-factor authentication 218

Sonos 9

spammers 81

speed 149

Spotify 9, 42

sprint/hackathon 158

SSO (single sign-on) 109

Stack Exchange 47, 55

Stack Overflow 43, 72, 157

staff, risk to 201, 215–18, 228

stakeholders 12–15, 17, 68,
225–6, 238

Star Trek fan sites 9

Starbucks 166

static copy 151

status 169

badges 193

and recognition 128, 132

Stone, Douglas 268

strategic plan

0–3 months (short-term) 247–55

3–9 months (near-term) 255–7

9–18 months (intermediate) 257

18–36 months (long-term) 257

see also community strategy

strategic principles, examples of 244

subreddit 74

superuser programmes 120–1

breakdown of different phases of 135–6

criteria for 125

definition 120

formalising processes 133

formation stage 132–3

fully developed programme 134–5

growing 132–5

requiring resources 131

stages 132–5

starting 121–31

superusers

access 127–8

behaviours 123

challenge 131

connection 130–1

and employees 202–4, 229

group of 4, 177

influence 129–30

need of 123–4

nurturing, in community 115–37

recruiting 126

rewarding 126–31

and risk 226

status and recognition 128

support communities 4–5, 7

Supreme Community 6, 9

SurveyGizmo 33

SurveyMonkey 33, 35

surveys

and data 153

setting up and running 33–4

SWAT team 214

swatting 213–14

sweepstake 208

SWOT (strengths, weaknesses, opportunities, and threats) analysis 240–2

tactics, selecting 249–50

tangible goods 165

target audience 29–31, 38, 177, 178, 195, 243, 250

taxonomy, creating 62–3

team

reputation 172

structure 256

technical permissions 189

technology

failures 228

requirements 258

Telegram 55

Telligent 46, 55

Temenos Kony Community 66

templates

page and newsletter 66–7

and resources 153

10x content see ‘big win’ content

terms and conditions, copying 209

Tettra 47

traditional/community content
153–4

training, receiving 203

Tribe 44, 55

The Tribunal 90

trolling 82

trophies 168

Truth Initiative 205

Twitch 55

Twitter 47, 218

two-factor authentication 218

Typeform 33

Tyson, Mike 200

unique social norms 74

creating 74–6

universal points 185

universal rules 74

establishing 76–8

use cases

conducting interviews to identify 37–9

turning into technology requirements 52–5

value statement

for brand 245–6

for members 246–7

Vanilla 46, 55

veterans 36, 181, 239

video/photo galleries 151

virtual goods 168

Vogl, Charles 268

volunteers, firing 203

web traffic 50, 51

website 42

welcome threads 111

WeWork 210

WhatsApp 4, 9, 42, 47, 55, 94, 97, 101, 192, 219

white-label platforms 43–4, 55

Wikipedia 6, 215

Wu, Michael 170

Yammer 55

YourMembership 55

YouTube 209

Zapier 47

Zoom 47, 55