Design for Community: The Art of Connecting Real People in Virtual Places
暫譯: 社群設計：在虛擬空間中連結真實人群的藝術

Derek Powazek

Design for Community: The Art of Connecting Real People in Virtual Places

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Communities are part of all successful web sites in one way or another. It looks at the different stages that must be understood:Philosophy: Why does your site need community? What are your measures of success?Architecture: How do you set up a site to createpositive experience? How do you coax people out of their shells and get them to share their experiences online?Design: From color choice to HTML, how do you design the look of a community area?Maintenance: This section will contain stories of failed web communities, and what they could have done to stay on track, as well as general maintenance tips andtricks for keeping your community <169>garden<170> growing.

Table of Contents

Preface.

Everything I Needed to Know about Web Community I Learned in High School Algebra Class.


Introduction.

The Web Is Different. Defining the Terms. What to Expect from This Book. Who I Am.


1. Is This Trip Really Necessary?…What to Know Before You Begin.

Bad Reason #1: _“Because It's Cool!” Bad Reason #2: _“Because We'll Get Free Content!” Questioning Assumptions. The Good Reasons. All Systems Go—Adding Community Features. Ready for Your Close-up?


2. Content Comes First…Give Your Community Something to Talk About.

The Well Is Dry. You Get What You Give. The Power of Personal Stories. Content That Works. Content with Content. A Conversation with Matt Haughey.


3. Design Matters…Architectural and Visual Design for Successful Communities.

Design in General. The Nuts and Bolts. Design for Community. Rule #1: Tie Content Directly to Community. Rule #2: Bury the Post Button. Rule #3: Give Up Control (and Let Your Users Surprise You). Design Matters. Everything Is Design. A Conversation with Steven Johnson.


4. Tools for Doing the Heavy Lifting…How to Power Your Community.

To Buy or Not to Buy? Getting the Vision. Let's Go Shopping. Deciding What's Right for You. Design First. A Conversation with the jGurus.


5. Policies and Policing…Setting, Communicating, and Enforcing the Rules.

Lesson Learned. Unseen Rules Aren't Rules at All. Enforce the Rules. Barriers and Hosts. A Conversation with Caleb Clark.


6. Moderation, Karma, and Flame Bait…How to Survive Your Own Users.

A Dimension Not Only of Sight and Sound but of Mind. It's Going to Be Okay. Tie the Virtual to the Real as Much as Possible. Moderation, Meta-moderation, and Karmic Justice. Instant Karma. But Wait, There's Meta! Catch Me When I Fall. A Conversation with Rob Malda.


7. Chat, Cams, and Virtual Intimacy…Seeing Computers as Intimacy Devices.

Intimacy Doesn't Mean Sex (Usually). Intimacy Computes. Elements of Intimacy. Any Hot Chicks Here? The Magic Element. A Conversation with John Styn.


8. Barriers to Entry…Making Them Work for It.

Bad Assumption 1: Communities Are Open to All. Bad Assumption 2: Barriers Are Bad. Advice I Hate to Give. The Three Kinds of Barriers. Barriers Can Change Over Time. And It Goes Both Ways. Barriers Are Good. A Conversation with Emma Taylor.


9. Email Keeps the Conversation Alive…Community That Comes to You.

Tools of the Trade. Two Kinds of Lists. Community That Comes to You. Designing Email. The Good and Bad of Ownership. Email and Web: The Two Great Tastes That Go Great Together. The Dark Side. Creating Connection. A Conversation with Steve Champeon.


10. Commerce Communities…How to Keep Money from Screwing Everything Up.

A Commercial Web Begets Commercial Communities. Early Adopter: Saturn. Harnessing Customer Loyalty. Successful Companies Encourage Community. The TiVo Success Story. Follow the Leader. Your Turn. Up with People! A Conversation with Matt Williams.


11. Killing Your Community…Nothing Gold Can Stay.

All Good Things Must Come to an End. Time to Pull the Plug? Good Reasons to End. Community Kevorkian. To Archive or Not to Archive? Story: The Glassdog Club. Design Considerations. Saying Goodbye. A Conversation with Noah Grey.


12. What's Next?…Back to the Future.

Digital Diaspora. Personification. Diversification. Visual Sophistication. Shall We Play a Game? The Virtual Gaming Room. Role-Playing in a Virtual World. Grade School All Over Again. What Is It About Games? Community Controlled Editorial. Getting Real. Back to the Future. A Conversation with Howard Rheingold.


Postscript.

Where Do We Go from Here?

商品描述(中文翻譯)

社群在所有成功的網站中以某種方式都是不可或缺的一部分。這本書探討了必須理解的不同階段：哲學：為什麼你的網站需要社群？你的成功指標是什麼？架構：如何設置網站以創造正面的體驗？如何引導人們走出自己的殼，讓他們在線上分享經驗？設計：從顏色選擇到 HTML，如何設計社群區域的外觀？維護：本節將包含失敗的網路社群故事，以及他們可以做什麼來保持正軌，還有一般的維護技巧和竅門，以保持你的社群「花園」持續成長。

目錄
前言。
我在高中代數課上學到的所有關於網路社群的知識。
引言。
網路是不同的。定義術語。對這本書的期望。我是誰。
1. 這趟旅程真的有必要嗎？……開始之前需要知道的事。
壞理由 #1：「因為這很酷！」壞理由 #2：「因為我們會獲得免費內容！」質疑假設。好的理由。所有系統啟動——添加社群功能。準備好接受特寫了嗎？
2. 內容優先……給你的社群一些可以討論的話題。
水井乾涸。你得到的就是你給的。個人故事的力量。有效的內容。內容與內容。與 Matt Haughey 的對話。
3. 設計很重要……成功社群的架構與視覺設計。
一般設計。基本要素。社群設計。規則 #1：將內容直接與社群聯繫。規則 #2：隱藏發佈按鈕。規則 #3：放棄控制（讓你的用戶驚喜你）。設計很重要。一切都是設計。與 Steven Johnson 的對話。
4. 重任工具……如何為你的社群提供動力。
買還是不買？獲得願景。讓我們去購物。決定什麼對你來說是合適的。設計優先。與 jGurus 的對話。
5. 政策與執法……設定、傳達和執行規則。
教訓。看不見的規則根本不是規則。執行規則。障礙與主持人。與 Caleb Clark 的對話。
6. 版主、因果與火焰誘餌……如何生存於自己的用戶之中。
不僅是視覺和聲音的維度，還有心靈的維度。一切都會好起來的。儘可能將虛擬與現實聯繫起來。版主、元版主與因果正義。即時因果。但等等，還有元！當我跌倒時抓住我。與 Rob Malda 的對話。
7. 聊天、攝影機與虛擬親密……將電腦視為親密設備。
親密不等於性（通常）。親密計算。親密的要素。這裡有熱辣女孩嗎？魔法要素。與 John Styn 的對話。
8. 進入障礙……讓他們為此努力。
壞假設 1：社群對所有人開放。壞假設 2：障礙是壞事。我不喜歡給的建議。三種障礙。障礙會隨時間改變。雙向的障礙。障礙是好的。與 Emma Taylor 的對話。
9. 電子郵件保持對話活躍……社群主動找上你。
行業工具。兩種清單。主動找上你的社群。設計電子郵件。擁有權的好與壞。電子郵件與網路：兩種絕配的美味。黑暗面。建立連結。與 Steve Champeon 的對話。
10. 商業社群……如何避免金錢搞砸一切。
商業網站孕育商業社群。早期採用者：Saturn。利用顧客忠誠度。成功的公司鼓勵社群。TiVo 的成功故事。跟隨領導者。輪到你了。與人共舞！與 Matt Williams 的對話。
11. 殺死你的社群……沒有什麼金色的東西能永恆。
所有美好的事物都必須結束。是時候拔掉插頭了嗎？結束的好理由。社群的凱沃基安。要存檔還是不存檔？故事：玻璃狗俱樂部。設計考量。告別。與 Noah Grey 的對話。
12. 接下來是什麼？……回到未來。
數位散居。擬人化。多樣化。視覺精緻。要不要玩個遊戲？虛擬遊戲室。在虛擬世界中的角色扮演。小學重溫。遊戲的魅力是什麼？社群控制的編輯。變得真實。回到未來。與 Howard Rheingold 的對話。
後記。
我們接下來該往哪裡去？

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