Abayomi, 1–3, 7, 9, 19, 35, 278
abuse of system, 158, 217, 233, 234
access, 7–8, 16–17, 54–55, 225, 226
accountability, 139, 146, 148, 149
actions, tracking, 158–59
active participation, 109
Adobe, 244
advertising, 195–96
Airbnb, 57
ambiguity, 155–56
American Physical Society, 139
Amnesty International, 18
Android platform, 65
Ansari XPRIZE, xviii
approachability, 69–70
Areas of Expertise, 172–75
Ariely, Dan, 17
assets, building, 68–69
asynchronous access, 54
attendance, 157
attendees, summit, 247–49
audience personas, 100, 108–19
in Bacon Method, 33
choosing, 109–12
content for, 194–95
creating, 114–16
examples of, 116–19
on Incentives Map, 230–32
On-Ramp Model for, 131, 135–38
Participation Framework for, 130
prioritizing, 112–13
productive participation by, 162–67
and relatedness, 107
audience(s)
access to, 7–8
assumptions about, 137
and community strategy, 13
irrational decision making by, 101–8
for local communities, 5
surprising, 73–74
understanding your, 33, 99–100
authenticity, 75, 111, 183, 224
Author persona, 166–67
automated measuring of condition, 217–18
Axe Change service, 14
Axe-Fx processors, 49–50
backlog, 150–51
Bacon Method, 32–34
Bahns, Angela, 47
Bassett, Angela, 237
behavioral economics, 102–4
Bell, Alexander Graham, 153
belonging, sense of, 15, 18, 20, 143, 187, 215
and cadence-based cycles, 168–70
in community strategy, 94–95
and critical dimensions, 157, 161
defined, 88–89
departmental alignment on, 263
examples of, 91–94
format and key components of, 89–91
and Quarterly Delivery Plan, 34, 145–46, 148, 149
realistic thinking about, 95–96
Black Lives Matter, 18
blocked (status), 147
Bosch, 13
brand recognition, 85
Branson, Richard, 190
Buffer, 214
Build Skills stage, 132, 136, 137
business cards, 241–42
cadence, operating on, 34, 264–66
Cadence-Based Community Cycle, 167–70, 264
Canonical, 1, 121, 151, 167, 245
capabilities, persona, 114, 116–18
Capital One, 13
career experience, 83
CasinoCoin, 244
advancing, 196–97
engagement with, 198–99
incentivizing, 219, 221, 226–27
maturity model for, 166
mentoring, 203
CEOs, reporting to, 260
certainty, 105
Champions model, 49–52, 63–64, 66–67, 113, 260
chat channel, 250
check-ins, 267
civility, 187
closing party, 250
Coca-Cola, 57
Coffee Bean Rewards app, 145
Colbert, Stephen, 73–74
collaboration, 8–9, 74–75, 185–86
Collaborators model, 52–56, 64–67, 86, 260,
see also Inner Collaborator community;
Outer Collaborator community
commitment, 122
communication, 121
Community Associate, 255
Community Belonging Path, 16–20
community building, 14
additional resources on, 274–76
Bacon Method of, 32–34
as chronological journey, 127–28
consultations on, 276–77
continuing to learn about, 272–74
defining your value for, 77–78
end-to-end experience in, 125–26
fundamentals of, 15–16
getting started with, 37–38, 62
key principles of, 67–74
monitoring activities related to, 206–8
risks associated with, 154–55
tools for, 8
see also successful community building
community–community engagement, 157
community culture, 30–31, 70–72, 179–88
Community Director, 254–58, 260
Community Engagement Model(s), 49–67
in Bacon Method, 33–34
Champions model, 49–52
Collaborators model, 52–59
and Community Value Statement, 80
Consumers model, 45–48
importance of selecting, 43–45
and marketing/public awareness, 59–61
scenarios for selecting, 61–67
Community Evangelist, 255
community(-ies)
defined, 13–15
experimenting in, 123
foundational trends in, 7–9
local, 3–5
power of, 7
social dynamics of, 15–16
value generated by, 20–29
Community Launch Timeline Template, 191
Community Leadership Summit, 179, 239
community management staff, 254–61
Community Managers, 78, 125, 126, 195, 255–56, 260–61
Community Mission Statement, 42, 80, 113
Community On-Ramp Model, 33–34, 130–38
community overview cards, 241–42
Community Participation Framework, 128–45
building community based on, 151–52
and building engagement, 138–44
Community On-Ramp Model in, 130–38
described, 128–30
engagement strategy to move members
along, 196–206
focusing on creativity and momentum in, 209
incentives and rewards in, 145
incentives on, 211–13
incentivizing transitions in, 218–22, 226–27
mentoring in, 202–6
Community Personal Scaling Curve, 184
Community Persona Maturity Model, 163–67
Community Promise, 70–71
Community Specialist, 255
community strategy, 30
Big Rocks in, 94–95
control over and collaboration on, 74–75
Core members’ contributions to, 201
execution of, 253–54
importance of, 13
integration of, in organization, 261–68
learning from implementation of, 268–69
planning, 39
Regular members in, 143
risks with, 29–32
and SCARF model, 105–8
variability in, 30
community summits, 245–51
finalizing attendees and content for, 247–49
follow through after, 250–51
running, 249–50
structure for, 246–47
community value, 164–67
Community Value Proposition, 175
Community Value Statement, 80–88
in cadence-based cycle, 169
maintaining focus on, 97
and on-ramp design, 135–36
prioritizing audience personas based on, 113
value for community members in, 80–84
value for organization in, 84–88
company–community engagement, 157
competitions, 194
complete (status), 147
CompuServe, 5
conditions, for incentives, 216–18, 230–32
Conference Checklist, 241
conferences, 194, 195, 239, 240–43
connection(s)
desire for, 9
for Regular members, 200
constructive criticism, 122–23
consultations, on community building, 276–77
Consumers model, 45–48, 62–63, 260
content
for community summits, 247–49
in Growth Strategy, 192–95
for launch, 189
as source of value, 82
Content Creators (persona), 110–11, 113–15
content development
in Champion communities, 49–50
in Collaborator communities, 52–56
by communities, 26–27
contests, 194
contributions, to communities, 17, 19
control
over community strategy, 74–75
over Regular members, 143
co-organizing events, 239
advancement for, 196–97
characteristics of, 143–44
at community summits, 242
engagement with, 201–2
incentivizing, 215, 219–20, 222, 227
maturity model for, 165, 166–67
percentage of, 141
creativity, 209
critical dimensions, 156–58, 161
cross-functional communities, 88
crowdfunding, 23–24
Cruz, Ted, 73–74
culture, community, see community culture
Culture Cores, 181–88
customer engagement, 20–22
customer growth, as source of value, 85
Customer Relationship Management (CRM) system, 21
Cycle Planning, 168
Cycle Reviews, 268
dashboards, 160–61
Davis, Miles, 182
decision making
irrationality of, 101–8
pragmatism about, 184
SCARF model of behavior, 104–8
System 1 and 2 thinking, 102–3
unpopular decisions, 186
dedicated events, organizing, 239–40
delayed (status), 147
delivery
commitment to, 263–64
delivery, as critical dimension, 157
delivery plans, see Quarterly Delivery Plan
departmental alignment, 263–64
developer community, Big Rocks for, 93–94
Developer Relations personnel, 255
Developers (persona), 111, 114, 115
Diamandis, Peter, 40
Dickinson, Emily, 211
difficulty, of condition, 217
diffusion chain, 54
Digg, 12–13
digital communities
early, 5–7
evolution of, 9–13
foundational trends in, 7–9
in-person events for, 237
as local and global communities, 2–3
digital interaction, and in-person events, 251
digital training, 243–44
dignity, 17
discipline, for community building, 31
discovery, in gamification, 233
discussion forums, 49
Disney, 128
documentation, 274
Dreamforce conference, 22
Drupal, 204
Early Adopter program, 189–90
Editorial Calendar, 192–95
education (about product or service)
in communities, 24–25
as source of value, 82
efficiency, as critical dimension, 157
ego calibration, 234–35
empathy, 186–87
employees
openness for, 182–83
training and mentoring for, 266–68
end-to-end experience, 59, 125–26
engagement
as Area of Expertise, 174
Big Rocks related to, 93–94
with community, 72
in Community On-Ramp Model, 133–34, 136, 137
and Community Participation Framework, 138–44
in Community Participation Framework, 129
at conferences, 242
critical dimensions related to, 157
customer and user, 20–22
and Growth Strategy, 192
positivity and, 185
quality of, 159
rules for engaging with community
members, 119–22
and submarine incentives, 226
and understanding audience, 99–100
Engagement Strategy, 181, 196–206
engineering department, community leadership staff reporting to, 260
equal opportunity, in Collaborator communities, 55, 58–59
estimated units, on Incentives Map, 231, 232
Event Evolution Path, 238–40
Event Organizers (persona), 111, 114–15, 117–18
events
in-person, see in-person events
online, 193
Everett, Noah, 224
execution
of community strategy, 253–54, 268
expectations
clear, 70–72
in gamification, 234
in great experience, 127
related to Big Rocks, 95–96
experience, of audience persona, 114, 116, 118
to build organizational capabilities, 206–8
with events, 251
expertise
of community leadership staff, 256, 257
of community members, 28
in digital communities, 8
as source of value, 83
Exploding Kittens game, 24
extrinsic rewards, 214, 215, 216
on Incentives Map, 231
submarine incentives for, 224–25
failure, as opportunity for improvement, 151
fairness
in SCARF model, 107–8
of submarine incentives, 225
Fans
community model for, 44, 62–63
fears, of audience persona, 114–15, 117, 118
feedback
about audience personas, 116
on Big Rocks, 94–95
from communities, 72–73
and community culture, 186
from Core members, 202
on mission statement, 41
on Organizational Capabilities Maturity Model, 176
in peer-based review, 204
from Regular members, 143, 200
Figment community, 10
Final Fantasy, 128
financial commitment, and creating value, 96
focus
for community building, 31
on Community Value Statement, 97
follow through
after community summits, 250–51
after conferences, 242–43
formal experience, 114
founders, community leadership staff reporting to, 260
Four Rules for Measuring Effectively, 156–61
Fractal Audio Systems, 14–15, 49–50
freeloaders, 54
fun, in community experience, 84
gamification, 232–35
Garmin, 190
GitHub, 24
global communities, digital communities as local and, 2–3
Global Learning XPRIZE Community, 189
GNOME, 26
GNU community, 6
goals
for community summit sessions, 249
of Core members, serving, 202
for employee participation with community, 267
in incentives, 214
on Incentives Map, 230–32
for new hires, 259
Gordon-Levitt, Dan, 11–12
Gordon-Levitt, Joseph, 11–12, 219
governance, in Inner Collaborator communities, 66
group experiences, referral halo for, 61
grow, willingness to, 257
Growth (Area of Expertise), 174
growth, as critical dimension, 157
growth plan, 192–96
launch plan, 189–91
guest speakers, 238–39
Harley Owners Group, 132
help
asking community members for, 120, 144
as source of value, 82
high-level objectives, see Big Rocks
hiring away approach, 258–59
Hoffman, Reid, 152
HomeRecording.com community, 81
hypothesis testing, 207–8, 271–72
IBM, 6
idealism, 153–54
IGN (Imagine Games Network), 47–48
Ikea Effect, 101–2
impact
in Community Belonging Path, 18
and Engagement Strategy, 199
multiplying, with communities, 2, 3, 9
imperfections, 188
imposter syndrome, 142
inauthentic participation, 233
incentives, xvii–xviii, 197
in Community Participation Framework, 145
on Community Participation Framework, 211–13
components of, 213–18
in Growth Strategy, 196
maintaining personal touch with, 235
in Outer Collaborator communities, 65
power of offering, 213–18
stated vs. submarine, 218–27
Incentive Transition Points, 218–19
stated incentives for, 221–22
submarine incentives for, 226–27
incentivization
building engagement with, 140
in Community Participation Framework, 130
independent authenticity, 111
Indiegogo, 23
individual value, 164–67
influence, psychological importance of, 71
Influencing phase (Product Success Model), 52
information
in community, 121
in digital communities, 8
infrastructure, for launch, 189
Inner Collaborator community, 56–58, 65–67, 86, 229
Inner Developers (persona), 111
in-person events
community summits, 245–51
conferences, 240–43
and digital training vs. training workshops, 243–45
Event Evolution Path and strategy for, 238–40
fusion of digital interactions and, 251
in Growth Strategy, 195
launch, 190–91
in local communities, 4–5
managing, 237–38
value of, 77–78
in progress (status), 147
insight, from communities, 28, 72–73
Integration stage, 171–72
Intel, 57
intentionality, 39, 69–70, 187
internal communities, 13
Community Engagement Model for, 66–67
importance of culture for, 180
personal interaction in, 185
value of, for community members, 83
Internet, 5–7, see also digital communities
Internet Explorer, 23
intrinsic rewards, 215, 224–25
involved teams, on Quarterly Delivery Plan, 147, 148
Iron Maiden, 39
Jeep, 139
Jenkins, 26
job candidates, community members as, 27–29
job descriptions, community leadership staff, 258
Jokosher, 199
jQuery, 204
Kahneman, Daniel, 102
karma (Reddit), 228
Key Initiatives, for Big Rocks, 90, 91–93
keynote addresses, 245–47
Key Performance Indicators (KPIs), 90–94
cadence-based cycles for delivery of work on, 169, 170
on Quarterly Delivery Plan, 146, 148–50
tracking progress on, 159–60, 160–61
Kubernetes, 26, 53, 66, 134, 204
labor, community members as source of, 120
The Late Show with Stephen Colbert (television series), 73–74
launch event, 190–91
launch plan, 189–91
leadership
as Area of Expertise, 174
and autonomy in organizations, 123
clear and objective, 69–70
in community culture, 186
community involvement by, 262
by Core members, 144
in Inner Collaborator communities, 66
lead generation, 28–29
A League of Their Own (film), 39
learning
about community building, 272–74
from community strategy implementation, 268–69
Learning phase (Product Success Model), 51
Lego Ideas, 10
Lenovo, 57
Leonardo da Vinci, 37
Lindbergh, Charles, xvii
Linkin Park, 183
live stream, 250
local communities
decline of, 3–5
digital communities as global and, 2–3
The Long Tail (Anderson), 46
Ma, Jack, 77
Ma Jian, 125
Make:, 195
Management (Area of Expertise), 173–74
marketing, 22–24
audience personas in, 108–9
and Community Engagement Model, 59–61
as source of value, 85
marketing department, community leadership staff reporting to, 260
Mastering phase (Product Success Model), 51–52
Mattermost, 214
maturity models, 34
Community Persona Maturity Model, 163–67
Organizational Capabilities Maturity Model, 171–76
meaningful work, 9, 17–18, 27, 41
measurable condition, 217
measurable goals, 160
measurable value, in Community Persona
Maturity Model, 164–65
measuring effectively, rules for, 156–61
meeting people, as source of value, 82
meetings
after conferences, 242–43
with conference attendees, 241
in local communities, 4–5
Meetup.com, 133
meetups, organizing, 239
mentoring
for Casual members, 142
for community-building employees, 267–68
for community leadership staff, 256
by community members, 29
in Community Participation Framework, 202–6
of new hires, 259
as source of value, 82–83
meritocracy, 55
message boards, 5–6
Metal Gear Solid, 128
Metrics (Area of Expertise), 175
Mickos, Mårten, 69–70, 74, 262
Minecraft, 25
Minecraft Forum, 25
Minecraft Wiki, 25
Minimum Viable Product, 68–69
mission statements, 32, 42, 80, 113
momentum, in Engagement Strategy, 198
momentum effect, 209
in marketing and brand/product awareness, 60–61
motivations
for audience persona, 114, 117, 118
for community members, 119–20
Mozilla, 23
MySpace, 12–13
NAMM music show, 239
need, for community, 30
New York Times, 23
Nextcloud, 134
niche interests, 45–47
norms, cultural, 70, 130, 180, 182
not started (status), 147
objectives, see also Big Rocks
objectivity, of leadership, 69–70
onboarding, 107
in Community Participation Framework, 129
Community Persona Maturity Model for members in, 164, 165–66
gamification for, 233
importance of, 130–31
in Outer Collaborator communities, 65
online events, 193
On-Ramp members, incentivizing, 218–19, 221, 226–27
openness, 182–84
open-source communities, 57–58, 261
Open Source community, 10
OpenStack, 26
optimization, in Engagement Strategy, 199–200
Optimizing phase (Product Success Model), 51
organizational capabilities
building, with communities, 27–29
cadence-based cycles for building, 265–66
executing strategy to build, 253–54
experimentation to build, 206–8
success in terms of building, 162, 171–76
organizational experience, of community members, 122
organizational values, and community culture, 182–88
organizations
community members as labor for, 120
identifying value for, 84–88
integration of community strategy in, 261–68
internal communities at, 13
leadership and autonomy in, 123
Orteig Prize, xvii
Outer Collaborator community, 56–59, 64–65, 86
Outer Developers (persona), 111–12, 136–37
Owner
in cadence-based cycles, 168–69
on Quarterly Delivery Plan, 147, 148
Participant Rewards Peak, 215–16
participation
active, 109
audience personas and types of, 109
by Casual members, 142
in Consumer communities, 48
inauthentic, 233
productive, 162–67
Pebble Smartwatch, 23
peer-based review, 203–5
peer-review process, 55
peer support, 139–40
peer value, 164–67
Penney, James Cash, 253
people person, 256–57
perfection, 268–69
performance review, community engagement in, 262
permanence, of communities, 14
personal interaction, 184–85, 199
personal touch
with incentives, 235
and submarine awards, 222–26
personal validation, 120, 224–25
personas, audience, see audience personas
Photoshop “Magic Minute” videos, 244
PlayStation, 233
podcasts, 194
Pop!_OS, 264
positivity, 185
postponed (status), 147
pragmatism, 184
prioritization
of audience personas, 112–13
of community leadership staff requirements, 257
of community within organization, 262–63
of goals for incentives, 214
prizes, incentive, xvii–xviii
problem solving, in Community On-Ramp Model, 134, 136, 137
product development, 25–27
product enhancement, 86
productive participation, success as, 162–67
Product Success Model, 50–52
product team, community leadership staff reporting to, 261
promotion
of in-person events, 239
of job openings, 258
promotions, 193
publication, of reputation scores, 229
public communities, 13, 179–80
pull requests, 204
Pulp Fiction (film), 127
Quarterly Community Strategy, 162, 167–70
Quarterly Delivery Plan, 145–51, 182, 189, 192
in Bacon Method, 34
in cadence-based cycles, 168–70
components of, 146–47
for departmental alignment, 263
examples of, 147–48
and Organizational Capabilities Maturity Model, 176
principles of building, 149–51
Quarterly Reviews, 268
questions
answering community members’, 134
quiet community members, engaging, 122
Random House, 10
React Native, 134
realistic objectives, 89–90, 95–96, 149–50
real-time chat channel, 250
recordings, of digital training sessions, 244
Reddit Science community, 45
Reddit Sneakers community, 45
referrals, hiring through, 258
advancement of, 196–97
at community summits, 242
engagement with, 199–201
incentivizing, 214, 215, 219, 221–22, 227
relatedness, in SCARF model, 106–7
relationship building
at conferences, 242
in Engagement Strategy, 199
relationships
with community, 72
value generation in, 79
representativeness, 217
respect, for Core members, 144
responsiveness, 198
retention, 157
reviewing
community strategy, 268
Organizational Capabilities Maturity Model, 175
Quarterly Delivery Plan, 150
rewards
for audience persona, 115, 117, 118
in Community Participation Framework, 145
for Core members, 201
in Growth Strategy, 196
risks
with community building, 154–55
with community strategy, 29–32
Rock, David, 104
role models, 186
round-table discussions, 246
Saint-Exupéry, Antoine de, 137
Salesforce Success Community, 21–22
Salesforce Trailblazer Community, 21–22
sales leads, community members as, 120–21
sales team, interactions of community and, 29, 87, 120–21
Samsung, 128
SAP, 10
SAP Community Network, 10
satisfaction, 215
scaling up, 202–6
SCARF model of behavior, 104–8, 121, 141
SCORECast, 239
Scott, Bon, 62
Seasoned Advice community, 63–64
self-direction, 139
self-respect, 17
sessions
attending conference, 241
community summit, 248–49
Setup Tools stage, 132, 136, 137
shared interests, 45–47
shared projects, in communities, 52–54
Shinoda, Mike, 183–84
Shuttleworth, Mark, 1
Sierra Club, 18
simplicity, of on-ramp steps, 137
skills development, 233
in Community On-Ramp Model, 133, 136, 137
as source of value, 82
skills gap, 192
small events, co-organizing, 239
Smallwood, Rod, 39
social capital, 19
societies, behavior in, 211–12
Software Development Kit (SDK), 65
Solve Problems stage, 132–33, 136, 137
Space X, 40
speaking, at conferences, 238–39, 241
specialization, 45–47
specific goals, 160
Spirit of St. Louis (Lindbergh), xvii
StackOverflow, 139
Stallman, Richard, 6
Standards of Practice, 171
Star Trek (television series), 43–44
stated incentives, 220–22, 230, 232
status
as incentive, 212
and reputation scores, 229
as reward, 225
in SCARF model, 104–5
tracking, with Quarterly Delivery Plan, 147–50
Strategy (Area of Expertise), 173
subjectivity, 156
submarine incentives, 220, 222–27, 231–32
successful community building, 15, 30
key areas for tracking success, 161–76
nonlinear path to, 176–77
realistic vision of, 153–54
unambiguous measures of, 155–61
summits, community, see community summits
Summit Session Structure, 248–49
support
in communities, 24–25
as source of value, 85
Support (persona), 110, 113, 116–17
Community Persona Maturity Model for, 165, 166
on-ramp for, 136
Swisscom, 57
System 2 thinking, 102–3
Tangible Engagement stage, 132–33, 136, 137
Tangible Validation stage, 134, 135, 136, 137
Tarantino, Quentin, 127
target audience personas, see audience personas
target quarter, on Incentives Map, 230–32
teasers, 190
technology
in community building, 30–31
development of, in communities, 25–27
for gamification, 235
value for organization related to, 86
ten-minute rule, 131
TensorFlow, 57–58
testing
of critical dimensions, 156–58
hypotheses, 271–72
of on-ramp, 138
themed campaigns, 193
Thinking Fast and Slow (Kahneman), 102
time commitment
for community building, 31–32
with conferences, 240
for creating value, 96
Tooling (Area of Expertise), 174
training
in community building, 266–67
digital vs. in-person events for, 243–45
mentoring as, 206
workshops for, 244–45
Trudell, John, 99
trust model, 267
tutorials, 194–95
Twitpic, 224
Twitter, 57
Uber, 12
Ubuntu (operating system), 1–3, 35, 59–60, 167, 232–33, 264
Ubuntu Developer Summit, 232, 245, 250
Ubuntu Open Week, 139–40
unambigiously measurable metrics, 90
unambiguous measures of success, 155–61
under review (status), 147
unit cost, on Incentives Map, 231, 232
United, 145
Unity (product), 121
Usenet, 5
user engagement, 20–22
user growth
Big Rocks for, 91–92
as source of value, 85
Users (persona), 110
validation
in Community On-Ramp Model, 134–36, 135–37
in Engagement Strategy, 198, 200
measuring, 158–59
validation, for community members, 120
value, 77–88
adding, as responsibility of leaders, 3
in Collaborator communities, 53
community, 164–67
of community building, 266
for community members, 80–84
from conference participation, 241–43
creating Community Value Statement, 80–88
defining your, in community building, 33, 77–78
demonstrating, in Why Participate? stage, 132, 135
generating, by communities, 19–29
in great experiences, 127
and Ikea Effect, 101–2
individual, 164–67
for organization, 84–88
peer, 164–67
tangible vs. intangible, 78–79
value statements, 32, see also Community Value Statement
van Engelen, Alexander (Yek), 49–50
Van Gogh, Vincent, 179
Velshi, Ali, 187
video games, stated incentives in, 220
videos, 195
video shows, 194
Virgin Galactic, 40
Virgin Red, 190
vision, 40–41
of community, 121–22
maintaining focus on, 43
of successful community building, 153–54
vocational experience, 114
vulnerability, 273
Walli, Stephen, 131
Walton, Izaak, 271
Why Participate? stage, 132, 135, 136
Wikipedia, 10
wikis, 49
Wordpress, 26
workflow changes, 55
www.jonobacon.com, 42, 94, 119, 167, 195, 258, 275–77
XBOX Live, 10
XPRIZE, xvii–xviii, 40, 189
Yerkes Dodson scale, 215
Zemlin, Jim, 74–75
Ziff Davis LLC, 47