the ultimate community management blueprint...the ultimate community management blueprint 4...

The Ultimate Community ManagementBlueprint

The Ultimate Community Management Blueprint 2

The Ultimate Community Management Blueprint

Author: Rachel Ashmore

Copyright © 2018 - MoreNiche Ltd

www.moreniche.com Free digital version available at MoreNiche.com

The table of contents on the following page contains linksthat will direct you to the related pages.To quickly return to the table of contents, click on the ‘ ‘ symbol in the bottom left corner of each page.

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Contents


Introduction 4

What is a Community? 5

Benefits of a Community 6-7

Financial 6

Member Benefits 7

Customer Journey 8-9

Communities Before Purchase 8

Communities After Purchase 9

Communities for the Most Loyal 9

Identifying Your Members 10

What Bonds Your Members 11-12

Shared Goal Communities 11

Shared Experience Communities 12

Shared Interest Communities 12

Open & Closed Communities 13-14

Open Communities 13

Closed Communities 14

Community Mission Statement 15

Community Guidelines 16

Populating Your Community 17

Seeding 17

Application Process 17

Community Content 18-21

Early Participation 18

Regular Participation & Commitment 19

Self-Disclosure 20-21

Gamification 22

Moderation 23-24

Dealing with Conflict 23-24

Measuring Success 25-27

Quantitative 25-26

Qualitative 27

Platforms & Tools 28-29

Facebook Group as a Community Platform 28-29

Other Platform Options 29

Your Community Strategy 30

Community Blueprint Template 31-55


Introduction

The topic of communities has been an increasingly popular one at brand and marketing conferences, magazines and blogs over recent years. Perhaps it’s time that you too embraced the idea!

This comprehensive guide brings together all that we’ve been learning from conferences, training courses and membership of communities themselves. Now you too can use this information to implement your own community strategy.

If you have the funds, Digital Marketer’s Communities training course will give you the very best start to creating your first community.

Learn more about the Digital Marketer Community Management Mastery course here -

https://www.digitalmarketer.com/lp/training/community-management-mastery/





What is a Community?

First thing’s first; we need to establish what exactly a community is and is not. It’s a term that can be thrown around incorrectly within the industry despite being quite a simple concept.

A community is a segment of people who form relationships as a result of shared goals, experiences and interests. This may be a private group on Facebook or an open forum. What it isn’t is your current social pages.

A community is not an audience. If conversation is only between you and them, you have an audience, not a community. Your members should be talking to one another.

The purpose of a community is not to directly sell, conversation should rarely be product focused. It is to turn a transactional relationship into an emotional relationship.


Benefits of a Community

Financial:

Although you should not be trying to push sales through your community, it can and should have a positive impact on revenue due to the following:

• An increase in brand loyalty: This means more of your customers will stick with you and buy again.

• An increase in brand awareness: This is particularly the case for open communities as you may find new customers. It is however also true for all other community types as your community members will eventually become advocates for your brand, sending customers through word of mouth recommendations.

You many also find a decrease in costs to your business as your community helps you with the following:

• Customer support queries: Customers or potential customers may find an answer to their question in the community before needing to call/email the brand support team.

• Product/service development: Your members could help with product development and creation ideas and opinions. You could save on research and consultancy costs as you have your target audience at your fingertips.

• Content creation: Your community members will provide content ideas and potentially even the content itself for you to use. This could be case studies, testimonials etc.

• SEO: Open communities over time will come with SEO benefits. Extra keywords targeted and additional links to your main site.


Member Benefits

Membership of a community of peers instils a feeling of belonging, social needs are fulfilled and members therefore feel accepted and appreciated.

Though people will usually make their way to a community to find answers or information, it is your job to interrupt this by fulfilling their social needs also.


Customer Journey

There are different stages of the customer journey which your community could potentially serve, before starting you need to identify which stage would work for you best.

You should choose one of these areas, that which suits your needs most, as the main focus for your community. Regardless of where in the value journey your community sits, it will have a halo effect on the others.

Communities Before Purchase

The purpose of a community at this stage of the journey is to raise awareness for your brand without directly selling. Your members will find the information they came looking for and stay for the supportive and insightful discussions and content.

Goals:

• Increase in brand awareness • Increase in engagement with prospects • Increase in offer awareness • Growth of retargeting lists • Growth in website traffic • Increase in market research • Word of mouth referrals

Customer Journey Stage

Community Purpose

Raise Awareness without Direct Selling

Improve Customer Experience

Engage & Empower Customers

Successful Outcome Increased Sales

Increased Lifetime Value

More Testimonials / Recommendations

Before Purchase

AfterPurchase

Regular Customer


Communities After Purchase

Communities at this stage exist to improve the experience of the brand. Their purpose is to help customers get the most out of the product/service, giving these customers the best possible results. You want to get/keep your customers excited about the brand and turn them into loyal customers/advocates.

Goals:

• Grow email list & retargeting audiences • Word of mouth referrals • Increase buyer frequency • Increase in retention • Customer nurture • Maximise customer value • Identify product/service & content gaps

Communities for the Most Loyal

Communities at this stage exist to encourage and empower advocates, those customer who love your brand and might just recommend you to all their friends. You want to keep these people engaged with the product/service, using it to its full potential.

Goals:

• Increase number of customer testimonials • Increase number of active promoters • Increase word of mouth referrals to products/services • Increase retention of active advocates and promoters


Identifying Your Members

After considering in which part of the customer value journey your community is best to sit, it’s worthwhile better getting to know who the members of your community will be. Creating customer avatars can help you to do this.

As mentioned at the very start of this document, communities are built on shared goals, experiences and interests. It is therefore these details which we really want to better understand.

There are plenty of customer avatar templates online, the Digital Marketer one is a good example.

• Personal details (age, gender, marital status, education etc) • Goals • Values • Interests • Challenges / pain points • Sources of information (websites, newspapers, magazines

etc)

Regardless of format, you will most likely want to include the following information:

You may be able to get some of this information from analytics data, survey results or even just knowing your customers well. Don’t be afraid to make assumptions if you don’t yet have all the answers, chances are you will know your customers well enough to be fairly accurate.

You will most likely create multiple avatars to represent your different key customers.


What Bonds Your Members?

Now you have a good idea who your community members are likely to be, you should have a good idea of what they will bond over. This will help you to identify your community’s purpose, thus shaping your strategy and content ideas.

Product purchase alone is not unifying enough to create a strong community. But chances are, people who have all bought the same product are likely to share other bonds.

This brings us again back to the three areas over which people will bond; goals, experiences & interests. Community types can be categorized by these areas.

Shared Goal Communities:

This would be where your members are all working towards achieving the same, or similar goal. Members will feel comfortable to self-disclose knowing they’re in a safe environment with like-minded people who evidently have shared values.

This could be a personal goal, for example to lose weight or to learn a language. Alternatively it could be a cultural goal where the aim is to make change, PETA for example.


Shared Experience Communities:

Shared experience covers a broad range of communities. It could be as simple as sharing a location, for example you will find communities for residents of towns and cities. It could also be a shared time in life or situation, an illness like with Marie Curie for example, or employment status as with Freelance Switch.

The possibilities are endless for this one, just be sure that enough people have shared the experience and that it’s not too niche… but try not to replicate either!

Shared Interest Communities:

These are communities built around shared hobbies, crafts and professions. Members of Twitch for example share a love of gaming.

A shared interest community is likely to be more competitive than the others. You will really need to dig down to find your niche. If you can identify another community which serves the same purpose, dig a little deeper. Duplicating a successful community is rarely going to work for you.

Your community can, and probably will, be a hybrid of some of the above. For example if you were to have a community for people living in London which centred around encouraging wildlife to thrive in the city, you would have a community of shared experience and goal.


Open & Closed Communities

Now you’re clear on your community’s type(s) you need to decide if it will be open or closed. Whether your community will be open or closed has a direct impact on growth and activity.

Open Communities

Anyone can join and share content in an open community. This also means that members can share content from it to other communities. Reddit is a great example of an open community.

Communities which meet customers early in the buying process are suited to being open.

Open communities are likely to have higher numbers of members but can have lower levels of activity. The number of members can make it more intimidating for people to post and less likely that they will make personal connections.

Open communities are however more likely to have SEO benefits.


Closed Communities

Closed communities require members to be invited or apply to join. They intentionally limit communication with other communities and often include access to member-only resources.

Communities later in the customer journey are suited to being closed.

Closed communities may be more likely to have fewer members than those which are open but activity levels can be higher. Members are more likely to feel that they are in a safe space amongst peers only, they will therefore be more comfortable and more likely to self disclose.


Community Mission Statement

Create a mission statement for your community, this will give you and the community direction. It will help you to ensure your goals are always aligned and the community’s purpose is consistent.

Your community’s mission statement should include the following:

• WHO the community is for • WHAT members talk about • The GOAL of the community

Examples:


Community Guidelines

Along with your mission statement, your community guidelines will help members to understand how to use the community. Guidelines can assist in keeping your community a positive, helpful and social place where people want to be.

Be careful not to make your guidelines sound too much like rules. Avoid saying ‘do this’, ‘don’t do that’, this can sound stern and perhaps be off putting for some.


Populating Your Community

Seeding

Seeding is a common exercise undertaken by community managers when first populating their community. The idea is to first open the community to a small number of your most passionate brand advocates, before opening to a wider audience.

These ‘seeds’ will immediately keep discussion and content tight and on topic. It will also mean that the community is already off the ground when officially launched. New members will come through the door and immediately understand how to use the community, and the benefits of doing so.

Not sure where you’d find these seeds? Try the following:

• Happy customers • People who interact regularly with your brand on socials • Industry leaders • Your personal and professional networks

Application Process

When officially launching your community you may decide that members should meet qualifying criteria before being permitted entry. This is most likely to be the case with a closed community.

You could add a question, or series of questions which act as an application process for new members. This can help you to welcome only members to whom the community is relevant and deny access to any who are not likely to add value.

Alternatively, if it’s a private group you could use a password system and invite your members to join.


Community Content

The ultimate aim is to reach a point at which your members are generating the majority of the community’s content and your main role as community manager is to moderate. Initially though you will need to have content ideas in place to initiate and augment discussion.

Regardless of community type, your content should encourage relationships and to do so should encourage all of the following:

Early Participation

A truly successful community will do all it can to encourage new members to engage as soon as possible after joining. You should therefore create a process for welcoming new members. Incorporate one or more of the following ideas used by other communities:

• Welcome Threads These can take various different forms, which could depend on the platform on which your community is hosted. You may choose to post weekly, tagging and welcoming your new members, or you could have one lifetime thread to which newbies are pointed for introductions.

• Newbie Corner This would probably include the above welcome thread but would also be a place in which new members can access the most useful resources, information on how to get the most out of the community and any other content which would be of most use to newbies.

• Automated Walkthrough Upon joining, you could take your members through a funnel of pages to introduce them to the community and how to use it. Again, this could include taking them through a welcome thread where they can add an introduction. Alternatively, this could take the form of a video.


Regular Participation & Commitment

For relationships to best establish you’ll want your members to be posting and interacting regularly. You therefore need to provide reasons for them to return once they have the initial information they were looking for. The following content ideas could help with this:

• Community Newsletter Keep members updated with the goings-on of your community with an email newsletter. You could include the most discussed topics of the chosen timeframe.

• Ritual Content This is content that is repeated on a regular basis. Your members will begin to expect and hopefully look forward to it. For example you could use #MotivationMonday and encourage your members to share their motivational quotes and images every Monday.

• Member Case Studies Perhaps you have members working towards a relevant goal, or facing a new experience, who may be willing to provide regular updates to the community in return for advice and encouragement. Members with similar goals and experiences (and there should be many) will be more inclined to come back for updates.

• Intrinsic Rewards for Participation Encouraging participation by providing rewards is referred to as gamification and is commonly used in most communities. This helps to develop a social hierarchy, the higher a member climbs, the more committed they will prove to be in order to keep climbing. (We’ll cover gamification in more detail later).


Self-Disclosure

For deeper, more meaningful relationships to arise you need your members to self-disclose. This simply means to share details about themselves and their experiences. The more comfortable and safe they feel within your community, the more likely they are to self-disclose.

You can encourage your members to self-disclose simply by asking them questions and encouraging people who do share.

You could do this immediately in your welcome posts:


Occasionally try to get your members to share a little more about them as a person:


Gamification

Communities often reward members for valuable contributions and continued interaction, these rewards can be as simple as ranking-up or having access to extra features/content. This is called gamification.

Again we’ll go to Reddit for a couple of great gamification examples:

Upvotes & Downvotes: As simple as it sounds; members can give a thumbs up or down for posts and comments throughout the Reddit community. The more upvotes your content receives, the higher it climbs in others’ feeds.

Reddit Gold: Reddit Gold is actually just the pro membership of Reddit, granting access to additional features for a few dollars a month. Interest-ingly though, Reddit allows members to gift Reddit Gold to one another as a reward for appreciated content.

Try to think of some gamification ideas you could use in your community, something as simple as promoting members to moderator level once they’ve proved their worth, or monthly awards such as ‘newbie of the month’ and ‘most helpful’.


Moderation

Moderating a community is not about being an enforcer, it’s about creating a safe space in which members can build relationships and self-disclose. This should always be your primary concern.

Dealing with Conflict

Creating a strong set of guidelines is a good way to avoid conflict in the first place, if members know what is and what is not acceptable they are less likely to risk their membership by causing problems.

That is not to say that issues won’t arise, when they do you simply need to be armed with a process to shut them down.


Member to Member: If the conflict is relevant and is toeing the line of a healthy debate don’t rush to remove it, keep an eye one it to make sure nobody oversteps the mark. This kind of discussion could actually work in your favour, building stronger relationships.

If the conflict is not relevant you can remove immediately and simply advise that it should be taken out of the community.

If the conflict is getting heated and you feel that offense could be caused it’s time to step in. If it’s only two members, suggest they take their discussion to a private conversation. In extreme cases, shut down the discussion and be sure to reach out to all involved to advise why. Just politely remind them of your guidelines and advise how they could have handled the situation better.

Member to Brand: People may occasionally use your community to raise an issue or query regarding the brand, follow this simple process to remove this from your community:

• Respond quickly and show empathy. Let them know that you understand why they feel the way they do and that you will help to get it resolved through the correct avenues.

• If you would like to discuss the issue yourself, take the conversation to a private channel to resolve.

• Alternatively, remind the member that the community isn’t a great place to get it resolved and show them exactly where and how they can find a solution.


Measuring Success

Quantitative

There are multiple metrics you can track to measure the success of your community but some are more useful than others.

Number of total members: This isn’t so useful, it’s a vanity metric really. Thousands of members mean nothing if they’re not contributing or building relationships.

Number of active members: This is more useful because we know these members are contributing in some way. It tells us nothing however, of the type of interaction. Likes and reactions are not of the same value as comments and posts.

Number of new contributors: This is useful for tracking the success of your welcome process.

Activity score: This will probably be the most useful metric for tracking your community’s performance over time as it takes into consideration all aspects of interaction.


Calculating an activity score is simple, use the following formula:

(Posts + (Comments x2) + Reactions) / Active Members

Comments are given double weight as they are the most desired form of communication within a community. This means members are conversing.

Example:

This would mean an activity score of 1.06, the higher this goes, the better your community is performing.

Monthly Stats for CommunityActive members : 400

Posts : 25Comments : 100Reactions : 200

(25 + (100 x 2) + 200) / 400

(25 + (200) + 200) / 400 = 1.06


Qualitative

Numbers give us consistent metrics to track and demonstrate performance over time, but unfortunately they can’t tell us everything we need to know. For a better understanding of your community’s success you should gather qualitative data too.

Look out for anecdotal evidence like this post below. CMX can be confident that they’re doing an awesome job and that their community is successfully running as it should do thanks to this post.

In approximately 7 months this member has gone from newbie to advocate. She has clearly built a strong connection with community members and wants to share her appreciation.

She now wants to help others in the way she has been. This is EXACTLY what you want within your community.

Doesn’t this tell you so much more than a couple of numbers?!

In addition to gathering anecdotal evidence you could occasionally survey your members and ask them exactly what you want to know. Just don’t do this too often, you don’t want to destroy your relationship by constantly bothering your members. That being said, they should be happy to do it for you every now and then.


Platforms & Tools

There are built-for-purpose community platforms available, but before getting into that let’s take a look at one of the most popular options; Facebook.

Facebook Group as a Community Platform

Many communities are hosted within Facebook groups, in fact the community management community CMX (see examples throughout this doc) is a Facebook group. See if it could be right for yours:

Pros of using Facebook:

• It’s FREE! • Most people are already on the platform, you’re not asking them to log

in to anything extra. Your community posts will integrate straight into their news feed to keep reminding them you’re there.

• Few people will need to learn how to use the platform. • There’s more than a billion users who could find your community on

the platform itself. • Easy to moderate and from multiple accounts. • Highly mobile friendly. • Can be open, closed, secret. • Nobody need create a new profile. • Private messaging is already built in.


Cons of using Facebook:

• You don’t own the data.

• At time of writing, Facebook is suffering through a huge data scandal which has resulted in minimal info being accessible for external apps. This could impact analytics tools for groups. It is likely however that should this be the case, Facebook will implement their own analytics tool.

• Currently Facebook groups have no sub-group or category functionality meaning all discussions stay in one feed. This may become more of an issue as your community grows.

• There’s a lack of built in gamification features, you’ll need to do this manually or using analytics tools.

• It’s worth noting that Facebook is currently rolling out new features for groups so may provide a solution to some of these issues very soon.

Other Platform Options

If Facebook can’t provide all the functionality you need, or you want to go another way for another reason, check out some of these alternative options:

Other free options:

Options which will cost you a little:

https://uk.linkedin.com/

https://mightynetworks.com/

https://buddypress.org/

https://www.ning.com/

https://www.discourse.org/


Your Community Strategy

Now you’ve a better understanding of what a community is, what it can do for your brand, and all areas of community management, you can start to plan your own.

Take a look at our Community Blueprint template on the following pages for an example of how to go about this.

Good luck!

Your Community Management Blueprint


What is a Community?

• A segment of people who form relationships as a result of shared goals, experiences and interests.

• A community is not a place to sell, but a place to add more value to what is sold. Turning transactional relationships into emotional ones.

• A way to keep conversation going, despite sales cycle & seasonality .

• A community is not an audience. If you are talking to them but they are not to each other, it’s an audience, not community.


Community Type

What’s going to bond your members? Will it be an open community? Example:

This community will be an open community for people at the beginning their bodybuilding programme.

The Community will encompass these common bonds:

• Shared Goal: members will share various specific fitness goals but in general are all working on their physique.

• Shared Interest: members all share an interest in fitness and bodybuilding.

The community will serve the early stages of the customer journey, meeting potential customers and building a list of leads.


Community Goals

What do you want your community to achieve? Some examples could be:

• Increase in brand awareness

• Increase in engagement with prospects

• Increase in offer awareness

• Increase traffic to website

• Grow retargeting list

• Enhance market knowledge & research

• Word of mouth referrals


Proposed Name: Name Your Community

Mission Statement:

(insert your mission statement here, remember to include:

• WHO the community is for • WHAT members talk about • The GOAL of the community)


Community Guidelines

Add some guidelines here, build upon these examples below and add a little personality:

In our community we:

• respect each other • help each other without trying to sell • are encouraging


Success Criteria

Measurables

• Community growth (vanity statistic) • Community activity • Community experience • Number of members • Total number of active members • Total number of new contributors

All of these vary greatly depending on our community type and stage of life.

Activity Score

We will calculate an ‘activity score’ on a monthly basis, this being the best way to measure a month’s success and compare across time.

How to calculate the activity score: (Posts + (Comments x2) + Reactions) / Active Members

Comments are given extra weight as conversation is the most important activity to measure.


Populating the Community

Seeding

Will you employ seeding? Is there a group of people which would help to get your community off to a good start before opening up to your desired members?

Who will this be? And how will you plan it?

On-Going Joining Process

How will members join? Will they have to apply? What’s the criteria? E.g: As an open community, anybody can join but will need to provide a valid email address to which we’ll email a monthly password which can be entered to join.

From where are these members likely to come? E.g: We expect members to find us on Facebook and will also promote the community on our website and social pages, current prospects will also receive email invitations.

We must be aware of trying to grow the community too quickly. It needs time to develop social density, giving the community time to “breathe” and create valuable on-topic discussions and self-disclosure.


Populating the Community

Email Series to Prospects

Plan an email schedule and content for it. E.g:

Email 1: Teaser email, ‘we’re launching something new and exciting. We’d love you to be one of the first to get involved… more details coming soon. Can’t wait, go to <LINK>

Email 2: Full details of the community, including examples of what’s being talked about.


Platform

Consider which platform you want to use, if it helps, list the pros and cons of your options, e.g:

Facebook Pros:

• Members likely to be already on the platform. Thus seeing notifications, so more likely to interact.

• Members are familiar with the platform’s functionality • It’s FREE! • Easy to moderate from multiple accounts • People can become ‘friends’ with each other and begin to build

relationships • Easy to report negative member behaviour to Facebook if it’s getting

out of hand • Members can be tagged to increase interaction • Highly mobile friendly • We can use Gryitcs.com (Grytics.com cost - $29.00 PCM) • We can privately message individual members should the need arise

Facebook Cons:

• We do not and will not own the data ◦ BUT: we can use a double opt-in method to gather email addresses

• Lack of sub topics ◦ BUT: has search function & new group features coming soon

• Lack of built-in gamifications features ◦ BUT: comment & like stats are easily accessible for measuring

success of post


Community Engagement Content Ideas

Plan some content ideas to get the discussions started, eventually most content will be created by members, but they’ll need some help initially. Following are some ideas you could include:

Stage 1: Greeting Members

Goal: To encourage early participation & self disclosure.

• Welcome posts ◦ Weekly post done by moderators tagging new members and

asking a question. ◦ A photo/post thread which can be linked to in a general ‘how to

use’ pinned post including guidelines etc.



Plan some content ideas to get the discussions started, eventually most content will be created by members, but they’ll need some help initially. Following are some ideas you could include:

Stage 1: Greeting Members

Goal: To encourage early participation & self disclosure.

• Welcome posts ◦ Weekly post done by moderators tagging new members and

asking a question. ◦ A photo/post thread which can be linked to in a general ‘how to

use’ pinned post including guidelines etc.

Stage 2: Keeping Members

Goal: Encourage regular participation & self disclosure.

• Ritual content ◦ #MotivationMonday - who inspires you? Most helpful quote? ◦ #GymRants ◦ #WorkoutWednesday - live video workouts? ◦ Goals threads ◦ Tip threads ◦ Follow-me-Friday sort of post - link to own social channels.



Will you add gamification features? How will it work? Examples:

Intrinsic Rewards

Congratulate monthly successes and create posts (based on Grytics influencer score):

• Most Influential Member • Most talkative Member • Newbies of the Month • Member ranks: Promote influential members to ‘pros’ or similar

Extrinsic Rewards

• Occasional competitions, giveaways etc. based on quality content and contribution

• Anniversary gifts for members e.g. personalised gym gear - use any phrases that develop in the community.


Dealing with Conflict

Create a process for dealing with conflict, it could look like this:

Member to Member

Step 1: Try to avoid conflict in the first place with thorough guidelines which encourage respectful interaction.

Step 2: If member-member conflict should arise...

• If between 2 people - take to a private chat • If over divisive / controversial topic - facilitate & moderate • If combative - contact members directly / remove conversation

Member to Brand

If a member raises a customer service issue within the community we should follow the following three steps:

• Respond quickly (within 12 hours at most) • Empathise • Move to private channel / customer service avenues

Off-topic Discussion

If a member is posting about something that is off-topic, and not relevant to the community’s shared interest, the following steps should be taken:

• Point out to the member that their post was off-topic, and explain why. • Turn off commenting on the post • Leave the post up, so others can see the example • Let it naturally fall from the group wall

AppendixThis is a good place to add extra information which will help you to build your community strategy, for example potential member avatars as follows...


Member Info

Sources of Info

Other sources of information used by the majority of our members are as follows:

Click on the images below to be taken to their website

http://menshumor.com/

https://www.muscleforlife.com/

https://www.t-nation.com/

https://subscribe.mensfitness.co.uk

https://www.muscleandfitness.com/

https://www.bodybuilding.com/

http://www.menshealth.co.uk/

http://www.cc.com/shows/tosh


Age - 17 - 25

Sex - Male

Interests - Muscle cars & sports cars, hip-hop, street art, starting to get into bodybuilding

Goals:

• Add muscle • Build confidence • Increase strength • Compete / keep up with his

friends in the gym • Learn to train correctly

Values

• His image • Social standing • Sex appeal • Male pride / machismo

Challenges and Pain Points:

• Eating enough calories • Knowing what to eat and

when to eat it • Knowing how to maximise

results from exercise he could be doing wrong

• Working hard but not seeing results

• Not getting the most out of his gym membership and supplements

Notes:

Skinny Sidney


Age - 20 - 35

Sex - Male

Interests - Bodybuilding, Mr Olympia, gym fail videos, clubbing

Goals:

• Break through his plateau • Get value for money from

supplements he’s taking • Increase energy and

stamina during a workout • Take his training to the next

level quickly • See results quickly

Values

• Idolises body types like Christopher Tripp

• Social Standing • Image & sex appeal • Male pride / machismo


• Working hard in the gym but can’t break through plateau.

• Finding new ways and learning / adapting knowledge for better results.

• He’s doing the same as other guys in the gym but not getting the same results.

Plateau Paul


Age - 20 - 35

Sex - Male

Interests - Bodybuilding, gym memes, holidays with ‘the boys’, clubbing

Goals:

• Lose weight / trim down / cut fat

• Maintain lean muscle • Optimise physique for

event or holiday / summer • Get back to peak physical

appearance after perhaps letting go a little.

Values

• His health • Social standing • Image & sex appeal • Male pride / machismo


• Struggling to shift the little extra fat he’s carrying

• Though he trains hard he doesn’t see much muscle definition

Cutting Craig


Age - 25 - 45

Sex - Male

Interests - American football, sports bars, family time, tattoos

Goals:

• Losing weight • Feeling more healthy • Happier within himself and

his body • Wants to be able to take his

shirt off on holiday • Wants to keep up with his

fitter friends

Values

• Family • Future health • Nights out with the lads


• Feeling ashamed in the gym

• Not knowing where to start • Not being able to keep up

with friends and family • Struggles to eat clean • Fear his health will

deteriorate

Fat-Loss Louis

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