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Since the beginning of our existence, we’ve naturally formed communities, but why? What purpose did community serve, and perhaps more importantly today, how can your business use the knowledge of our ancestors to build community around your product or service? A basic understanding of psychology can help. Of importance is learning to understand how we think as human beings. For your business, this means knowing your customers: current and future, inside and out. What is important to them? What are their pain points? Investing time in getting to know how your customer base thinks allows you to be more strategic in your marketing efforts.
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Inspiring strangers to do stuff Using psychology to create community
Community Manager, Americas @ConnorMeaks
Connor Meakin
They naturally formed communities for survival
The stakes are different, but the principle remains
You need to form communities for the survival of your business
We can learn from this guy
How we ‘think’ as humans
What is important to us
What defines us
What makes us ‘tick’
+ Psychology = where the community magic happens
But also from psychology
• Find your current & future customers (listen)
• Social listening
• Goal: become BFFs with every single customer
Community starts with research
Like these two
But how do you get to BFF status?
• We crave social validation, so do your customers
• This is easy online
• Comments, likes, +1s, RT’s = Hurray!
• Sounds trivial but social = 1st touchpoint
• Relationship building
Acknowledge they exist
Be local everywhere with social
• They want a solution• So talk about solving a problem
• Some will want more → #Community!!!• Keep this in mind in all your customer interactions • Articles, blogs, emails, tweets, comments
Take your customers point of view
• Send them stuff• 3D → 2D = wow factor
• Swag = warm and fuzzies • Unique per region• Makes them feel special
Identify your hand raisers
● We all have a need to belong● Develop programs and
communities to address this need
● Movember!● Make it about them● Public vs. private
Arouse a desire to belong
● Like any other Ambassador program, but better
● Natural brand advocates ● Empowerment● Build and grow your global
community
Ambassador program
Treat them like royalty
“Regardless of what country you are in, each local Hootsuite community is built by the same grassroots efforts that has made them such a huge success.”
Danielle HatfieldHootsuite Ambassador, North America
#Takehome: Always build your tribe
• Great content speaks for itself• Document from day 1 • It’s a disservice not to share
Share interestingness
• Your brand • Your competitors
• Listen to what your community wants… and give them more
Social listening
• We’re wired to like :) • You can win anyone over
• Nuance
Every mention is an opportunity
“What differentiated our community programs and what contributes to our continued growth today is that we always prioritized users first and spoke to them over social media.”
-Ryan Holmes
• Show the good and the bad• People can sniff BS
• Brands can be real people too• Acknowledge everyone (if you
can)• Buzzwords = brutal
Let people in
Q: What’s the best sounding word?
Your name.
Bootstrapping takeaways
Start simple…
Remember what works…
People want to be appreciated
Virtual = scale. Real life = depth. Balance the equation so it suits your community
Change can be a good thing…
But stay true to your roots
blog.hootsuite.com/community-management-tips-hosting-community-events
blog.hootsuite.com/community-management-tip-brand-advocacy-program
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