12 EssentialsTo Build Your Own

Community

Francisco Beisterveld, 12-1-2016

Purpose

A purpose is something bigger, not just a short term cause

What do you want to change in this world?

A community without a purpose is just a (facebook) group

The purpose should be communicated well

Don't focus too long on your purpose

Leader(s)

People identify with persons, not with organisations

Every group needs people who lead

A leader can give an example others can follow

A leader creates a community culture / atmosphere

For example: how formal is the communication? How ambitious are community projects?

Ideal: 2 or 3 leaders

Leadershipqualities

A good leader serves her community, she is not putting herselfFirst

People may have a desire for leadership, they came to join the community in the first placefor their own interest.

A good leader is authentic and thrustworthy

Leader's qualities are reflecting on the community. Trust that leader is focused on common purpose

A good leader is an anchor point, not a weather vane

A leader must be happy with herself and daring to show herself

Risk of becoming a 'flat'character.

Branding

Brand can carry the purpose and communicate the atmosphere

People need to remember & recognize your community

Watch out for brand confusion. People don’t care about Brand 'intentions'

Communitymembers

95% of the (encountered) people are enthusiastic & helpful

5% of the (encountered) people are cynical/don't care at all/have clinical problems. Let their negative energy not affect you.

Existing community members attract specific people

Enable community members to interact with each other

Traction

Whatever works in a particular phase

'Critical mass' depends on what you want to do

The bigger the loyalty, the less traction you need

Perception

Perception is your biggest friend

If just a few people attend a meeting, just a few will know it was not a success

Perception manipulation techniques

Communication Pictures Business development

Leverage

Being perceived as important/big/succesful opens many doors

Volunteers

Attracting volunteers requires leadership + purpose

Watch out not to attract same kind of people

Volunteers are best advocates and traction sources

It gives community members possibility to engage

Volunteers can spread community culture + values

Managing volunteers doesn't require leadership but management

Guaranteeing community's brand & value

Monetization

Precedent

People don't mind paying if they see value. Just switching from 'all is free' to 'paid' is difficult.

Sales strategy should serve the community purpose

Paid is perceived as more serious

Professionalism

Purpose, leadership, engagement are great words. Repetitive work, management, efficiency, effectiveness are the day to day reality if you want to grow a community and monetize it

Hybrid communities

Offline meeting people adds trust & feeling of belonging

Online enlarges target group

Tension between growth & keeping community recognizable offline

For online you need technology