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Envato is an ecosystem of sites that help people be creative. Nurturing, empowering and supporting a thriving community has been critical to its success – you could say Envato is in the business of community. CEO Collis Ta’eed shares the community journey at Envato and lessons learned along the way, including the community’s relationship to company purpose, the ecosystem model it has generated, the value to the staff and customers, and the systems and processes necessary to impactfully adopt it as a central pillar of business.
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.COMMUNITY
My name is Collis and I work at Envato.
Before I managed a community, I was a community member.
Envato. Influenced by my community experience
Market, Studio & Tuts+ By Creatives, For Creatives
Bootstrapped
Forums at the Heart, Mixed with Social and Blogs.
Authors, Buyers, Learners, Staff, the Lot.
30 million visits a month 4 million members
1.5 million active buyers 30,000 active authors
70,000 unique forum posters 1 million social followers
Big
Community Business.
HBR & eBay 2006 Study converting customers
into community participants:
25% got involved.
Community vs Control
Bid 6x as often. Earned 6x monthly sales revenue,
And 10x more first time sellers. Spent 54% more in total.
“Do Customer Communities Pay Off?” HBR Magazine Nov 2006
All Kinds of Community Businesses
Wikia, Reddit, DeviantArt, 500px, StackExchange, Yelp, …
Envato, Etsy, AirBnB, eBay, …
WordPress, Mozilla, …
5 Lessons Learned Building Our Community
Business.
It’s a People
Business
1
.
If that doesn’t sound awesome, don’t do it.
+ Purpose
Economic Driver High Engagement
Direct Line to the Customer Product Ecosystem
Hiring pool Evangelists
- Loud stakeholders
Accountability More Responsibility
Emotionally Charged Constant Attention
Requires Commitment
You should genuinely be passionate about people.
Win-win.
2
Create a symbiotic relationship.
Understand what your community cares about.
Your community will always be a little suspicious of your motives.
Win-Win aligns the business and community.
Bake it in.
3
As a company grows, it’s pulled in many directions.
You need a compass.
When the Community Succeeds,
We Succeed.
One of Envato’s six company values.
$1B All-time Community Earnings
Company Goal
(We’re at $206,000,000)
We report: Quarterly to Company
Annually to the Community
Everyone’s a Community
Manager.
4
Induct Staff Global Meetups
Profile Community Hire from the community
Community Visitors Staff Authors and Users
Community Product Development Discussion, interviews, surveys, testing and
annual roadmap.
DIY Launches and Comms
Community is my most important job.
5
Community is a people business, People operate on trust.
People don’t trust companies, People trust other people.
Leaders and managers need to Be Community Advocates
Keep a Cool Head Honest & Trustworthy
Able to Carry through Change Be a Real Person
Empathetic
And … Admit when you got it wrong.
Community is Purpose.
At the end of the day it’s not about business drivers.
Creating the Community Experience Encouragement,
Involvement, Engagement, Inspiration, Connection.
It’s an increasingly disconnected world. That’s why our jobs as community and
social managers are so important.
Meet the Envato Community youtube.com/envato
Thank you.
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