{"id":13220,"date":"2021-11-05T09:43:07","date_gmt":"2021-11-05T09:43:07","guid":{"rendered":"https:\/\/www.aluminati.net\/?p=13220"},"modified":"2022-10-26T11:10:15","modified_gmt":"2022-10-26T10:10:15","slug":"designing-a-good-community-experience-takes-commitment-and-understanding-heres-how-to-get-started","status":"publish","type":"post","link":"https:\/\/www.aluminati.net\/designing-a-good-community-experience-takes-commitment-and-understanding-heres-how-to-get-started\/","title":{"rendered":"Designing a Good Community Experience Takes Commitment and Understanding. Here&#8217;s How to Get Started."},"content":{"rendered":"<h2><\/h2>\n<h3><span style=\"font-weight: 400;\">So you\u2019re a Community Builder (or \u201cCommunity Manager\u201d or \u201cAlumni Engagement Officer\u201d or \u201cHead of Student Services\u201d or any number of similar titles.) And, in your Community Builder role, you\u2019re probably tasked with a number of different endeavours, such as:<\/span><\/h3>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">growing your community beyond its current size<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">finding new ways to engage your existing members\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">incentivising individuals who have left (or might soon leave) your organisation to still stay in touch\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.aluminati.net\/alumni-programs-deepen-brand-ambassadorship-and-add-company-value-just-look-at-accentures-alumni-network\/\"><span style=\"font-weight: 400;\">driving alumni programs to increase company value<\/span><\/a><span style=\"font-weight: 400;\">,<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><a href=\"https:\/\/www.aluminati.net\/using-membership-platforms-to-drive-innovation-and-entrepreneurialism\/\"><span style=\"font-weight: 400;\">facilitating networking and mentorship to drive innovation,<\/span><\/a><span style=\"font-weight: 400;\">\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">adding more valuable services so that you can<\/span><a href=\"https:\/\/www.aluminati.net\/the-benefits-of-having-a-membership-platform\/\"><span style=\"font-weight: 400;\"> justify increasing the cost of membership<\/span><\/a><span style=\"font-weight: 400;\">\u00a0\u00a0\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">or any number of other endeavours related to community growth and engagement. (By the way, we\u2019d genuinely love to hear from you about what your current project centres around: <a href=\"https:\/\/www.linkedin.com\/company\/aluminati\/\">Follow us on LinkedIn<\/a> and drop us a line to tell us what you\u2019re up to!)<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">Okay, great. So you and thousands of other Community Builders out there are trying to achieve some or all of these different goals for your community. And all Community Builders share this one thing in common: we all want more valuable engagement and more active members. But how do you actually go about it?\u00a0 <em>(Our Community Builders network meets every month to discuss helpful and relevant topics through roundtables and webinars.\u00a0 <strong><a href=\"https:\/\/www.aluminati.net\/community-builders-network\/\">Why not join our network today, for free!<\/a><\/strong>)<\/em><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-13229\" src=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/11\/roman-mager-5mZ_M06Fc9g-unsplash.jpg\" alt=\"\" width=\"640\" height=\"480\" srcset=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/11\/roman-mager-5mZ_M06Fc9g-unsplash-300x225.jpg 300w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/11\/roman-mager-5mZ_M06Fc9g-unsplash.jpg 640w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Is there a formulaic solution for community growth?<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">It can be really tempting to rely exclusively on formulaic advice on how to run a community when trying to either deepen engagement amongst your existing community members, start a new initiative within your community, or increase the number of overall members, or any combination of the above.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">There\u2019s something about quick fixes and clear, no-nonsense advice on how to move forward that is really alluring. This is especially true for those of us who are tasked with building and growing a community of individuals\u2014even more so when we have hundreds of other things on our to-do lists.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>\u201cEasy fixes\u201d won\u2019t work on complex problems<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Here\u2019s the thing: formulaic solutions can only bring us so far in community building and community management. In order to really enhance the community experience for our community members, we need to do the work to deeply understand them. We need to know the factors that drive them to join a community and participate regularly, as well as the elements which cause them to hold back.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">The starting point to this is to understand who is actually in your community.<\/span><\/p>\n<blockquote><p><span style=\"font-weight: 400;\">The importance of understanding your community has been echoed and emphasised by <\/span><a href=\"https:\/\/www.linkedin.com\/in\/jonobacon\/\"><span style=\"font-weight: 400;\">Jono Bacon,<\/span><\/a><a href=\"https:\/\/www.jonobacon.com\/2021\/02\/03\/how-to-design-an-effective-audience-for-your-content\/\"> <span style=\"font-weight: 400;\">a leading community and collaboration speaker, author, and podcaster. Jono<\/span><span style=\"font-weight: 400;\"> writes<\/span><\/a><span style=\"font-weight: 400;\"> that the first step of any community building is to \u201cget to know your audience, understand their pain, roadblocks, and desires, and then focus on trying to relieve that pain, get them over those roadblocks, and meet those desires.\u201d\u00a0<\/span><\/p><\/blockquote>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">\u00a0In other words, designing a good community experience starts with a commitment to deeply understand your community members\u2014sometimes called cognitive empathy or \u201cperspective-taking\u201d.\u00a0\u00a0\u00a0\u00a0\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-13222\" src=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/11\/Week-2-Squiggly-Heads-100.jpg\" alt=\"\" width=\"842\" height=\"596\" srcset=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/11\/Week-2-Squiggly-Heads-100-300x212.jpg 300w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/11\/Week-2-Squiggly-Heads-100-768x544.jpg 768w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/11\/Week-2-Squiggly-Heads-100.jpg 842w\" sizes=\"(max-width: 842px) 100vw, 842px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Understanding our community members as individuals is part of a growing business strategy to use an anthropological lens<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><a href=\"https:\/\/www.linkedin.com\/in\/nadya-pohran-phd-495b48a0\"><span style=\"font-weight: 400;\">Cultural anthropologists like myself <\/span><\/a><span style=\"font-weight: 400;\">use qualitative research methods (interviews, ethnography, focus groups, surveys, etc.) to understand individuals and societies within their cultural and social contexts. Anthropologists tend to emphasise these three points:\u00a0<\/span><\/p>\n<p><strong>1. Individuals are <i>context-grounded <\/i>and <i>unpredictable.\u00a0<\/i><\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cContext-grounded\u201d: In order to understand people you have to also understand the innumerable contexts that they operate within. We don\u2019t operate on islands. Instead, we are influenced culturally, politically, socially, historically, religiously, etc.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">\u201cUnpredictable\u201d:\u00a0 The ways humans navigate through the world is anything but neat and tidy. It\u2019s this unpredictable \u201cmessiness\u201d of human experience which makes it impossible to solve deep and complex human problems with formulaic solutions. Formulaic solutions can only bring us so far.<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>2. Any system\/project\/community with humans in it is, by association, context-grounded and unpredictable.<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Formulaic solutions don\u2019t work&#8211;at least not when we are solving complex human problems. The kind of \u201cready-made\u201d solutions that lots of people offer to community managers by way of webinars or crash courses or curated facilitation can be great starting points. <a href=\"https:\/\/www.aluminati.net\/consultancy\/\">In fact, we even offer some of those&#8211;such things can indeed be helpful when you\u2019re developing a strategy or project plan.\u00a0<\/a><\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">But cookie-cutter formulaic approaches are not going to give you the nuanced insights you need in order to really understand what people want or need from your community.\u00a0\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><strong>3. If we want high levels of community engagement, we must deeply understand our community members. Doing this takes curiosity and patience.\u00a0<\/strong><\/p>\n<ul>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">All of our clients at Aluminati (and even us, too) are invested in creating a community of some kind. Community Builders often have peer-to-peer networks, half-baked (or sometimes fully-finished) solutions, and resources that we want people to engage with. We know that if people were to just <\/span><i><span style=\"font-weight: 400;\">engage <\/span><\/i><span style=\"font-weight: 400;\">with each other, than our community could become something wonderful for them.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Because individuals have so many things competing for their attention, it is nearly impossible to capture their attention and encourage them to actively participate in our communities unless we\u2019ve truly understood what they want and need from us in return.\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">This is where curiosity and patience come in. You have to be curious enough to ask questions, observe, and learn about what it\u2019s like to be in the shoes of your various community members. You also have to be patient, because this kind of learning does not happen overnight!\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">This model of curiosity and patience is being <\/span><a href=\"https:\/\/hbr.org\/2014\/03\/an-anthropologist-walks-into-a-bar\"><span style=\"font-weight: 400;\">adopted by companies that are increasingly relying on anthropologists<\/span><\/a><span style=\"font-weight: 400;\"> and similarly trained individuals to help them understand complex human experiences.\u00a0<\/span><\/li>\n<\/ul>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-13225\" src=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/11\/Screenshot-2021-11-05-at-09.22.10-e1636104195813.png\" alt=\"\" width=\"800\" height=\"575\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Using an anthropological lens to understand your community<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">So, if you\u2019re convinced that you need to gain a better understanding of your community members\u2019 wants and needs, what do you do? It\u2019s precisely at this point where the interpretative lens of anthropology comes in handy.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You might be wondering what on earth anthropology has to do with community. (Maybe you, like many colleagues I\u2019ve encountered over the years, think that anthropologists measure skulls and\/or study dead things.) On the contrary, most anthropologists are very much concerned with the living: and we\u2019re focused not just on <\/span><i><span style=\"font-weight: 400;\">people <\/span><\/i><span style=\"font-weight: 400;\">but with <\/span><i><span style=\"font-weight: 400;\">systems <\/span><\/i><span style=\"font-weight: 400;\">that are dynamic, agile, ever-changing. We\u2019re experts at understanding.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">I love the way that <\/span><a href=\"https:\/\/www.linkedin.com\/in\/gillian-tett\/\"><span style=\"font-weight: 400;\">Gillian Tett<\/span><\/a><span style=\"font-weight: 400;\"> describes the value that anthropology brings to our modern business worlds. In her book \u201c<\/span><a href=\"https:\/\/www.chapters.indigo.ca\/en-ca\/books\/anthro-vision-a-new-way\/9781982140960-item.html?s_campaign=goo-DSA_Books&amp;gclid=CjwKCAjwzt6LBhBeEiwAbPGOgXsS1xhpSXUXYKVKutOsingPlKJaXpelgXBLN3NBu40pgwn3IpuJFxoCrzoQAvD_BwE&amp;gclsrc=aw.ds\"><span style=\"font-weight: 400;\">Anthro-Vision: A New Way to See in Business and Life<\/span><\/a><span style=\"font-weight: 400;\">\u201d, Tett writes that \u201canthropology is an intellectual framework that enables you to see around corners, spot what is hidden in plain sight, gain empathy for others and\u00a0fresh insight on problems. This framework is needed more than ever now as we grapple with climate change, pandemics, racism, social media run amok, artificial intelligence, financial turmoil, and political conflict.\u201d\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Indeed, anthropology offers a way to see and understand that goes far beyond the insights gleaned by techniques like internal brainstorm sessions, or even surveys\/questionnaires. Anthropological insights go deep.<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-13226\" src=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/11\/Gillian-Tett-100.jpg\" alt=\"\" width=\"842\" height=\"596\" srcset=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/11\/Gillian-Tett-100-300x212.jpg 300w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/11\/Gillian-Tett-100-768x544.jpg 768w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/11\/Gillian-Tett-100.jpg 842w\" sizes=\"(max-width: 842px) 100vw, 842px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Anthro-vision leads to better community design<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">Maybe your organisation is still in a place where you are tirelessly applying formulaic solutions to dynamic human problems. If so, you\u2019re probably realising that you have begun to hit a wall. The \u201cwall\u201d could be limited engagement from your current members, or not getting new members, etc. Whatever it is, you\u2019re probably noticing that things are not going quite as well as you\u2019d like them to.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Once you\u2019ve recognised you\u2019ve hit a Community Engagement wall, maybe you\u2019ve branched out and started initiating some tools and tactics in an attempt to get feedback from your community members&#8211;things like surveys, polls, forecasts, and any number of other standard tools used,<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Doing these is a good <\/span><i><span style=\"font-weight: 400;\">starting point <\/span><\/i><span style=\"font-weight: 400;\">but they should never be your endpoint. Things like surveys or internal team brainstorm sessions are limited in the depth and type of insights they can give you about how to engage your community members. Surveys, for example, capture static and two-dimensional insights, and they cannot go deeply into the true complexity and multi-dimensionality of human experience that a dynamic community requires.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Internal team brainstorms and even surveys just won\u2019t cut it<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">If your understanding of your community is informed by internal team brainstorms or surveys alone, I\u2019m sorry to say that you\u2019re missing out on crucial insights of your community that you need in order to provide a good experience for them.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you don\u2019t have deep insights&#8230;then you cannot design a community that takes into account what your members want and need from you.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you do not design a community experience that is built around what your members want and need from you&#8230;then the people you are trying to engage into your community are not going to feel truly understood.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If the people you are trying to engage in your community do not feel understood&#8230;then they will hesitate to give you their time and energy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your (potential) community members hesitate to give you their time and energy&#8230;then your community engagement will be stilted and stunted.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If your community engagement is stilted&#8230;then your community will shrivel up.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">(Do you see the problem here?) In order to keep our communities thriving and dynamic, we have to start by gaining a deep understanding of our community members.\u00a0<\/span><\/p>\n<p>&nbsp;<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-13227\" src=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/11\/josh-calabrese-qmnpqDwla_E-unsplash.jpg\" alt=\"\" width=\"640\" height=\"427\" srcset=\"https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/11\/josh-calabrese-qmnpqDwla_E-unsplash-300x200.jpg 300w, https:\/\/www.aluminati.net\/wp-content\/uploads\/2021\/11\/josh-calabrese-qmnpqDwla_E-unsplash.jpg 640w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/><\/p>\n<p>&nbsp;<\/p>\n<h3><b>Empathy-driven approaches reveal new and important insights<\/b><\/h3>\n<p><span style=\"font-weight: 400;\">And, importantly, this kind of qualitative research or empathy-driven understanding is not about confirming what we already know. Rather, it\u2019s about using skilled ears, eyes, and mind to reveal new insights about the individuals we are trying to understand. Once we understand them, we can design an experience that brings them in.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As a facilitator, I walk teams through a guided process in order to ensure that they are thinking about their community members as individual people. I guide you through how to think about different segments of your members, how to create personas, and what to do with that information. I also use human-centered design techniques and values-sensitive design frameworks in order to help you ensure that you have understood the \u201cpains and gains\u201d of your community members.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Because, remember: your prospective community members, like you, are busy people! You are competing for their attention and energy against all the other billion things in their day and life. if you have not understood people, they will not be inclined to give you their time and energy.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">But, more important than securing their interest, when you\u2019ve truly understood what it is people want and need for you, you can go about designing a community experience for them that actually solves their needs and improves their lives.\u00a0<\/span><\/p>\n<h3><a href=\"https:\/\/www.aluminati.net\/contact\/\"><span style=\"font-weight: 400;\">If you want to learn more about the facilitation sessions I offer, or if you\u2019d like me to design and deliver a full-on community insight study for your team, get in touch! I\u2019m also happy to help your team bring some of these skills in-house by guiding your team members through one of my workshops in an introduction to qualitative research practices.\u00a0<\/span><\/a><\/h3>\n","protected":false},"excerpt":{"rendered":"<p>So you\u2019re a Community Builder (or \u201cCommunity Manager\u201d or \u201cAlumni [&hellip;]<\/p>\n","protected":false},"author":9,"featured_media":13321,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"footnotes":""},"categories":[100,110],"tags":[],"class_list":["post-13220","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-community","category-consultancy"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v21.8.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Designing a Good Community Experience Takes Commitment and Understanding. 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