I hate the term "community building."
It used to mean something, before it was popular. Now it's just a buzzword.
It's also poorly defined.
So here's a framework that takes the mystery out of it. I call it the "pyramid of priority" (PoP).
It works like this...🧵
It used to mean something, before it was popular. Now it's just a buzzword.
It's also poorly defined.
So here's a framework that takes the mystery out of it. I call it the "pyramid of priority" (PoP).
It works like this...🧵
First, let's take the mystery out of it.
I've shared this before, but at its core, community building is just connecting people in a way that's helpful to them.
That's it.
Still, it can help to have a framework to think through, which is where PoP comes in handy.
I've shared this before, but at its core, community building is just connecting people in a way that's helpful to them.
That's it.
Still, it can help to have a framework to think through, which is where PoP comes in handy.
From bottom to top, the pyramid goes from least to most flexible:
🧭 Mission: The specific change you want to make
🧑🏾🤝🧑🏻 Members: Who you're creating change for
🖥️ Medium: How you reach people
📈 Metrics: How you measure success
📣 Messaging: How you talk to/about members
🧭 Mission: The specific change you want to make
🧑🏾🤝🧑🏻 Members: Who you're creating change for
🖥️ Medium: How you reach people
📈 Metrics: How you measure success
📣 Messaging: How you talk to/about members
Your community is always evolving.
You don't need to figure out each level of the pyramid before moving up.
Just use this to help think through things as you go.
You don't need to figure out each level of the pyramid before moving up.
Just use this to help think through things as you go.
🧭 Mission: As Simon Sinek says, people don't buy WHAT you do, they buy WHY you do it.
Your mission is your why. The signal beacon that attracts likeminded people.
Patagonia is my favorite example. WHAT they do is sell shirts. But their WHY goes far deeper.
Your mission is your why. The signal beacon that attracts likeminded people.
Patagonia is my favorite example. WHAT they do is sell shirts. But their WHY goes far deeper.
Mission for a community is always about one thing: Change.
You're trying to create some kind of change in the lives of your members.
What is it specifically? What will you give them that they don't have now? Why do they need that?
Dig deep, and avoid jargon.
You're trying to create some kind of change in the lives of your members.
What is it specifically? What will you give them that they don't have now? Why do they need that?
Dig deep, and avoid jargon.
How do you know when you've found your WHY?
When you can change your WHAT and your members stay.
E.g. The Hustle started as an events company, not a newsletter. Patagonia makes shirts, but also beer, food, documentaries, and more.
In both cases, mission supersedes product.
When you can change your WHAT and your members stay.
E.g. The Hustle started as an events company, not a newsletter. Patagonia makes shirts, but also beer, food, documentaries, and more.
In both cases, mission supersedes product.
🧑🏾🤝🧑🏻 Members: A community is a group of people with something in common.
To be strong, that means you need to know who belongs, and who doesn't.
One of the BEST experts on the concept of belonging is Douglas Atkin, who ran community for Meetup and Airbnb
To be strong, that means you need to know who belongs, and who doesn't.
One of the BEST experts on the concept of belonging is Douglas Atkin, who ran community for Meetup and Airbnb
🧑🏾🤝🧑🏻 It's crucial to develop a clear idea of who your members are.
Forget user personas.
Instead, go talk to real people who are already part of your community. Even if it's very small. If you have 3 people, you have a community.
More on this here:
Forget user personas.
Instead, go talk to real people who are already part of your community. Even if it's very small. If you have 3 people, you have a community.
https://twitter.com/damn_ethan/status/1389413556584689664
🖥️ Medium: The platform you use to host your community.
Should answer 3 questions:
1️⃣ How will you keep track of all members?
2️⃣ How will you communicate with members?
3️⃣ How will they communicate with each other?
These are crucial to day-to-day success.
Should answer 3 questions:
1️⃣ How will you keep track of all members?
2️⃣ How will you communicate with members?
3️⃣ How will they communicate with each other?
These are crucial to day-to-day success.
So what's the best platform?
My best tip: Meet people where they are.
The BEST platform is the one your type of people are already using. That often means picking the LEAST BAD one, rather than the "best".
My best tip: Meet people where they are.
The BEST platform is the one your type of people are already using. That often means picking the LEAST BAD one, rather than the "best".
📈 Metrics: Let me ask you something...
How much does your dog love you? Can you give me a number?
Of course not. And yet, you somehow you know your dog is a bigger fan of you than your mailman.
We are social creatures. We're built to intuit the strength of social connections.
How much does your dog love you? Can you give me a number?
Of course not. And yet, you somehow you know your dog is a bigger fan of you than your mailman.
We are social creatures. We're built to intuit the strength of social connections.
📈 There are some metrics you can use (NPS, growth, daily active users).
But the most important thing: You need a MIX of qualitative and quantitative measures.
As the old saying goes: "Not everything that can be counted counts, and not everything that counts can be counted."
But the most important thing: You need a MIX of qualitative and quantitative measures.
As the old saying goes: "Not everything that can be counted counts, and not everything that counts can be counted."
📣 Messaging: How you talk to and about your community.
This is where you'll do most of your experimenting on things like:
-Marketing
-Onboarding flow
-Community initiatives & opportunities
Biggest opportunity: The welcome message.
This is where you'll do most of your experimenting on things like:
-Marketing
-Onboarding flow
-Community initiatives & opportunities
Biggest opportunity: The welcome message.
If you want to learn more about this, go ahead and follow me (@damn_ethan).
I'll be sharing more specific examples for building newsletter communities in the coming days.
Feel free to DM with your questions too!
I'll be sharing more specific examples for building newsletter communities in the coming days.
Feel free to DM with your questions too!
TL;DR
Concrete questions for community work:
🧭 Mission: What specific change are you driving?
🧑🏾🤝🧑🏻 Members: Who belongs, who doesn't?
🖥️ Medium: Where are your people now?
📈 Metrics: What can't you measure? Is that okay?
📣 Messaging: How do you talk to and about your community?
Concrete questions for community work:
🧭 Mission: What specific change are you driving?
🧑🏾🤝🧑🏻 Members: Who belongs, who doesn't?
🖥️ Medium: Where are your people now?
📈 Metrics: What can't you measure? Is that okay?
📣 Messaging: How do you talk to and about your community?
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