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Designing Online Communities

Designing Online Communities. Melissa Koch SRI International January 29, 2002. Community. Content & News. E-commerce. Elements of a Web site. Content & News. Community. Purpose. E-commerce. More than the Elements. Knowing Your Users.

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Designing Online Communities

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  1. Designing Online Communities Melissa Koch SRI International January 29, 2002

  2. Community Content & News E-commerce Elements of a Web site SRI International

  3. Content & News Community Purpose E-commerce More than the Elements SRI International

  4. Knowing Your Users • Understanding the users and their goals through interviews, focus groups, user testing, and ongoing online observation and interactions: • Faculty • Administration • Students (prospective and current) • Alumni • Understanding the university culture and subcultures SRI International

  5. Understanding Repeat Visitors • User Lock-in • Network Effects • Community Elements SRI International

  6. User Lock-in • Individual inputs his or her data and preferences • Data responds to individual’s actions • Individual has made an investment • Switching costs - may be hard to transfer data • Examples -Microsoft Word, Palm Pilot, My Yahoo • Focus is on the individual, not the group • Driving force is functionality and features SRI International

  7. Network Effects • Each addition adds value to the entire network • Examples -Telephone, fax, email • Member Databases • Driving force is the database; it grows in value over time • Examples - Knowledge Management tools, CILTKN, Amazon.com book reviews • Member Relationships • Driving forces are the relationships and knowledge of individuals • Examples - ThirdAge, Tapped In, clubs, professional organizations SRI International

  8. Online and Offline Community Elements • What are the similarities and differences? • Differences: • Location no longer barrier • Use diverse locations as a benefit (I.e. students collecting local data for shared data and learning.) • Many-to-many truly possible with Internet medium • Similarities: • What all human communities need to thrive… SRI International

  9. Trust Purpose Environment Exchange Reputation Expression Identity Boundaries Groups History Communication Governance 12 Principles of Civilizationwww.realcommunities.com SRI International

  10. Purpose • Community performs a necessary function for its members • Community provides tools that enable members to achieve their goals • Applications of Purpose SRI International

  11. Identity • Members can identify each other and build relationships • Anonymous but known • Member identity is information provided by the members and information generated by their actions • Both context specific and integrated with site’s member profile SRI International

  12. Groups White Board • Members can form and disband groups and subgroups • Groups may have a project or specific tasks • Groups may meet for socializing • Groups can be private or public • Groups have an identity in the community SRI International

  13. Trust • Without Trust, a community cannot effectively function • Two types of Trust: • Between members • Between community organizers and members • Member verification of identity • Members reveal contact information SRI International

  14. Danger of Emphasizing One Over the Other • Focus on online, Internet’s unique capabilities only, looses the understanding of the social aspects that underlie all communities • Focus on offline, neglects what the Internet can provide: • Physical location and to some degree time no longer limitations • Diverse locations are a benefit • Many-to-many truly possible with Internet medium • bg SRI International

  15. Design Strategy • Be aware of and capitalize on both on- and off-line • Take advantage of opportunities to supplement one with the other • Understand your user: Day in the Life scenario includes both online and offline goals, tasks, and needs. SRI International

  16. How To and Why • Community Building on the Web by Amy Jo Kim • Hosting Web Communities by Cliff Figallo • The Design for Community: The Art of Connecting Real People in Virtual Places by Derek M. Powazek • 12 Principles of Civilization™ www.realcommunities.com Business • Net.gain by John Hagel and Arthur Armstrong • Crossing the Chasm by Geoffrey A. Moore • Webonomics by Evan I. Schwartz • Psychology and Sociology • The Great Good Place by Ray Oldenburg • The Virtual Community by Howard Rheingold www.rheingold.com/vc/book/ • Life on the Screen by Sherry Turkle • The Presentation of Self in Everyday Life by Erving Goffman • Communities in Cyberspace edited by Marc Smith and Peter Kollock Suggested Readings SRI International

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