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Last week we began the first in-depth breakdown of a large, established, online community. You can read our breakdown of Apple’s online community from last week.
This week we’re going to do a detailed overview of Airbnb’s online community.
You can view the slideshare here (or read the breakdown below)
This week I put together a detailed breakdown of Apple’s online community.
Here you can learn how Apple develops and manages its online community.
This includes how Apple:
Designs it’s community platforms.
Forces people to ask good questions.
Gets people to register and onboards them.
Encourages users to submit tips.
Uses gamification to attract newcomers to join and participate.
Responds to questions about the community.
Building and nurturing a powerful group of insiders is going to be a critical part of your job.
The challenge is to identify, nurture, and retain top members. These are the people who will answer every question, welcome new members, and put their soul into the community.
An online community is a group of people who have built relationships around a strong common interest and primarily use the internet to communicate with one another.
Writing an online community strategy from scratch is hard, especially if you haven’t created many strategies before.
Too many online community strategies don’t logically connect the ‘what you’re doing’ with ‘what you’re trying to achieve’.
Having written and reviewed over a hundred community strategies from brands big and small at this point, we see many of the same problems occurring.
See the data below from 20 communities we’re tracking below (selected relatively at random). The Y-axis is the total number of posts. You should hopefully notice the irrelevancy of spikes.
A sudden surge of activity is not a portent of future success. In fact, it often appears between a sudden, sharp, decline (I suspect it’s a community manager taking a desperate action).
In 2010, AOL settled a lawsuit brought by their volunteer community leaders for $15m.
For everyone managing a community team… To improve a community you can either improve the technology, processes, or the people. The first two get far
The challenges are quite predictable: 1) Rising levels of spam and abuse. As an online community grows, you will encounter more incidents of spam and
