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Presentation from an entrepreneurship workshop discussing the importance of developing a "tribe" (via Seth Godin), and high-level steps to get started.
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HOW-TO:FIND & LEAD YOUR TRIBE
Smart Marketing, 21st Century-Style
+Chris Mohritz | [email protected] | #IdeaToOperations
BREAK IT DOWN
WHO IS THE "GO TO" PERSON?
The Expert
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.
HOW DO WE BECOME THE EXPERT?
Teach
BUT WE NEED A LITTLE MORE...
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
HOW DO WE DEVELOP INFLUENCE?
Lead
HOW DO WE DEVELOP LEADERSHIP?
Build a Tribe
GODFATHER OF “TRIBE”?
"A tribe is a group of people connected to one another, connected to a leader, and connected to an idea."~Seth Godin
youtube.com/watch?v=uQGYr9bnktw
A FEW DISTINCTIONS
● “Tribe” has all 3 elements (leader, idea, connection) - clear borders
● “Community” lacks direct connections (people meet by chance) - blurry borders
● “Crowd” lacks a leader
ARE YOU WILLING TO “STAND UP”?
expertenough.com
"If not us, then who?If not now, then when?"~John Lewis
WHY ITS IMPORTANTA 10,000 Foot View
DON’T CREATE A MARKET, FIND ONE
"The goal is not to do business with everybody who needs what you have. The goal is to do business with people who believe what you believe."~Simon Sinek
youtube.com/watch?v=qp0HIF3SfI4
ITS A NOISY, NOISY WORLD
● “Adding a zero to your paycheck” is all about density
● Connect with groups already talking about your message
● Speak to receptive ears● Assume leadership● Cut through noise (don’t add to it)
BRANDED COMMUNITIES WORK
All this from a soda?
EVEN TV SHOWS ARE DOING IT
http://ottopilotmedia.com/social-media/5-tv-shows-with-twitter-hashtag-wins
CREATE MEANINGFUL IMPACT
● Make the world a better place (one tribe at a time) ● Today’s consumer expects CSR from businesses:
conecomm.com/global-csr-study
THE MECHANICSA 5,000 Foot View
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
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 (better if it is)
EXAMPLE #1: Startup NationCommunity of InterestCommunity of Practice
EXAMPLE #2: Red BullCommunity of InterestCommunity of Practice*
ANOTHER DISTINCTION
● “Worldview” is the set of expectations and biases that color the way each of us see the world
"The goal isn't to find people who have already decided that they urgently want to go where you are going. The goal is to find a community of people that desire to be in sync and who have a bias in favor of the action you want them to take." ~Seth Godin
sethgodin.typepad.com/seths_blog/2013/09/qa-tribes-and-the-reality-of-worldview.html
WORLDVIEW EXAMPLE
● Planet Fitness commercials● Targets people with a "That’s why I don’t
like gyms" worldview
1. WHY PEOPLE WILL PARTICIPATE
● Find existing interest / passion (worldview)● What will engage your audience?● Join (knowledge) is not Participate (emotion)
Share Passion
Biz ConnectionsLearnBounce IdeasLike-Minded People
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● Entrepreneurship● “Green” products● Jobs / career-related● Location (geography)
TYPES OF COMMON INTERESTS
TRIBE MEMBERS BENEFIT BY...
● Learning a new skill● Gaining new knowledge● Increasing their personal status (exclusivity)● Boosting their income● Developing new relationships (biz / dating)● Participating in competition (gaming)
Try to include as many of these as possibleinto your tribe’s membership lifecycle
2. WHO WILL JOIN
● Be very clear● Who will join during each phase?● Find existing discussions (hashtags, etc.)
around the common interest● Internet makes it much easier to find them● Where do they hang out?
Sports FansEntrepreneursBusiness Owners
FIND EXISTING CONVERSATIONS
3. YOUR MESSAGE
● Craft message around common interest● What is the common aspiration?● How can you help them achieve it?
AdrenalineYou can do it
4. THE ROADMAP
● Plan a path that leads to their goal● What hurdles block the path?● Result breakdown process (next section)
Frequent exposureDiverse sportsStartup process
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
Blog PostsRadio Show
Blog PostsSports EventsOnline Events
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
Community can be built around a highly-commented blog eg. HuffingtonPost.com
6. WAYS TO COMMUNICATE
● Mail/newsgroups● Chat rooms● Forums & Blogs● Facebook Groups ● LinkedIn Groups
● G+ Communities● Pinterest Boards● Hashtags● Ning.com● Custom
RedBull.comFanzones
#GivesYouWingsStartupNation.com
7. START THE CONVERSATION
● Initial invites (5/10 per day)● Convert newcomers into regulars● Develop interactions/relationships● Start small, grow small
AdvertisingForum
8. PROMOTE IT
● Slowly accelerate invitations● Create events that attract press● Invite VIPs after critical mass
CommercialsSponsorships
Celebrities
Radio ShowWord of Mouth
SHOOTING FOR CRITICAL MASS
● What is critical mass?● Recruiting volunteers● Self-regulation / moderation● Sit back and enjoy the ride
Ongoing?100 active users?
● Can bring in similar worldviews
GROWTH
A METHODOLOGYBoots on the Ground
CREATE AN ACTIVITIES CALENDAR
TARGET THE DESTINATION
● Where is your tribe’s aspiration?
● Are they overwhelmed by the road ahead?
PERCEPTION IS REALITY
CHUNK IT
● Break up trip into easy-to-achieve chunks
HELP THEM THROUGH EACH CHUNK
Create a podcast / video / blog post series discussing each milestone
● Share your plan
TRIBE KILLERS
● Not delegating● Making all decisions● Censoring● Allowing unnecessary drama
TO SUM IT UP...
● Find an existing common interest● Connect people with that common
interest (with each other & with you)● Figure out where they want to go● Help them get there● Tribes are focused communities
Community building is a science, but not rocket scienceFollow a proven path and it will come together
