stand up & be the "go to" person in your market - how to build your tribe
Post on 21-Oct-2014
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DESCRIPTION
Introductory presentation building on Seth Godin's concept of a "Tribe" with best practices and social sciences behind building online communities.TRANSCRIPT
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Stand Up & BeThe "Go To" Person
How to Build Your Tribe
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OUR JOURNEY
● Why Tribes are important for entrepreneurs & business owners
● How to build a tribe● How to craft your message
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WHY ITS IMPORTANTA 10,000 Foot View
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WHO IS THE "GO TO" PERSON?
The expert
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WHY BE THE EXPERT?
● Communities naturally form around you
● People trust experts● People will want to work for you● People will want to buy from you● Press will want to interview you● etc.
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HOW DO I BECOME THE EXPERT?
Teach
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BUT...
As entrepreneurs (marketers),we need influence
"Selling to people who actually want to hear from you is more effective than
interrupting strangers who don't"~Seth Godin
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HOW DO I DEVELOP INFLUENCE?
Lead
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HOW DO I DEVELOP LEADERSHIP?
Build a tribe
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WHAT IS A TRIBE?
"A tribe is a group of people connected to one another,connected to a leader, and
connected to an idea."~Seth Godin
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MY DEFINITION OF A TRIBE
A well-led communitycentered on a common goal
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WHERE IT STARTED
http://goo.gl/YtyHpa
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TYPES OF TRIBES
● Community of Place (geography)● Community of Practice (same activities)● Community of Interest (love of...)*● Community of Action (causing change)● Community of Circumstance (situation)● Can be more than one
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THE MECHANICSA 5,000 Foot View
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HOW DO I BUILD A TRIBE?
1. Determine Why People Will Participate2. Determine Who Will Join3. Craft Your Message4. Plan The Roadmap5. Develop The Activities6. Establish The Communication Channel7. Start The Conversation8. Promote It9. Shoot For Critical Mass
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EXAMPLE #1Community of PracticeCommunity of Interest
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EXAMPLE #2 Community of PlaceCommunity of PracticeCommunity of Interest
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1. WHY PEOPLE WILL PARTICIPATE
● Find an existing interest / passion● Join (knowledge) vs. Participate (emotion)
StartupNew mommiesGet out of house
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Spend a lot of our money on
● Cars● Financial investments● Homes● Vacations● Fashion / clothing
Spend a lot of our time on
● Books / TV shows● Video games● Sports● Shopping● Gardening
Provokes a strong emotional reaction
● Causes● Politicians● Relationships● Pets● Sports teams
Represents a group / status / our identity
● Apple products● Red Bull● 'Green' products● Jobs / career-related● Location
TYPES OF COMMON INTERESTS
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TRIBE MEMBERS BENEFIT BY...
● Learning a new skill● Gaining new knowledge● Increasing their personal status (exclusivity)● Boosting their income● Developing new relationships (dating)● Participating in competition (gaming)
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2. WHO WILL JOIN
● Be very clear● Who will join during each phase?● Find existing discussions (hashtags, etc.)
around the common interest
EntrepreneursLocal mommies
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FIND EXISTING CONVERSATIONS
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3. YOUR MESSAGE
● Craft message around common interest● What is the common aspiration?● How can you help them achieve it?
Efficient startupFind fun to-dos
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4. THE ROADMAP
● Plan a path that leads to their goal● What hurdles block the path?● Result breakdown process (next section)
Lean stepsSingle “go to” siteRange of activities
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5. THE ACTIVITIES
● Develop activities that move them forward● Activities Calendar (next section)● The key to building a tribe is regular
activities, not just content
ConferencesMeetups
Weeklies
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COMMUNITY VS. BLOG
● Blog = content focus (1-way-ish)● Community = activities focus (2-way-ish)
Activity is…● A discussion,● An event, or ● A piece of content
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6. WAYS TO COMMUNICATE
● Mail/newsgroups● Chat rooms● Forums● Facebook Groups
DistributedTribe Machine
● G+ Communities● Hashtags● Ning.com● Custom
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7. START THE CONVERSATION
● Initial invites (5/10 per day)● Convert newcomers into regulars● Develop interactions/relationships● Start small, grow small
BookSpeaking
Friend emailsLocal meetups
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8. PROMOTE IT
● Slowly accelerate invitations● Create events that attract press● Invite VIPs after critical mass
ClassesLectures
Park eventsFundraisers
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SHOOTING FOR CRITICAL MASS
● What is critical mass?● Recruiting volunteers● Self-regulation / moderation● Sit back and enjoy the ride
Movement grows100 active users
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A METHODOLOGYBoots on the Ground
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ACTIVITIES CALENDAR
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THE ROADMAP (DESTINATION)
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THE ROADMAP (PERCEPTION)
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THE ROADMAP (CHUNK IT)
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THE ROADMAP (ANSWER IT)
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SUMMARY
● Find an existing common interest● Connect people with that common
interest● Figure out where they want to go● Help them get there
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TRIBE KILLERS
● Not delegating● Making all decisions● Censoring● Allowing unnecessary drama
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COMMUNITY-BUILDING DEEP DIVE
http://feverbee.com