HOW-TO: Find & Lead Your Tribe - Smart Marketing, 21st Century-Style

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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

  1. 1. HOW-TO: FIND & LEAD YOUR TRIBE Smart Marketing, 21st Century-Style +Chris Mohritz | chris@mohritz.co | #IdeaToOperations
  2. 2. BREAK IT DOWN
  3. 3. WHO IS THE "GO TO" PERSON? The Expert
  4. 4. 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.
  5. 5. HOW DO WE BECOME THE EXPERT? Teach
  6. 6. 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
  7. 7. HOW DO WE DEVELOP INFLUENCE? Lead
  8. 8. HOW DO WE DEVELOP LEADERSHIP? Build a Tribe
  9. 9. 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
  10. 10. 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
  11. 11. ARE YOU WILLING TO “STAND UP”? "If not us, then who? If not now, then when?" ~John Lewis expertenough.com
  12. 12. WHY ITS IMPORTANT A 10,000 Foot View
  13. 13. 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
  14. 14. 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)
  15. 15. BRANDED COMMUNITIES WORK All this from a soda?
  16. 16. EVEN TV SHOWS ARE DOING IT http://ottopilotmedia.com/social-media/5-tv-shows-with-twitter-hashtag-wins
  17. 17. 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
  18. 18. THE MECHANICS A 5,000 Foot View
  19. 19. HOW DO I BUILD A TRIBE? 1. 2. 3. 4. 5. 6. 7. 8. 9. Determine why people will participate Determine who will join Craft your message Plan the roadmap Develop the activities Establish the communication channel Start the conversation Promote it Shoot for critical mass
  20. 20. 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)
  21. 21. EXAMPLE #1: Startup Nation Community of Interest Community of Practice
  22. 22. EXAMPLE #2: Red Bull Community of Interest Community of Practice*
  23. 23. 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
  24. 24. WORLDVIEW EXAMPLE ● Planet Fitness commercials ● Targets people with a "That’s why I don’t like gyms" worldview
  25. 25. 1. WHY PEOPLE WILL PARTICIPATE ● Find existing interest / passion (worldview) ● What will engage your audience? ● Join (knowledge) is not Participate (emotion) Biz Connections Learn Bounce Ideas Like-Minded People Share Passion
  26. 26. EMOTION DRIVES PARTICIPATION ● redbull.com ● Ratatouille
  27. 27. TYPES OF COMMON INTERESTS Spend a lot of our money on ● ● ● ● ● Cars Financial investments Homes Vacations Fashion / clothing Provokes a strong emotional reaction ● ● ● ● ● Causes Politicians Relationships Pets Sports teams Spend a lot of our time on ● ● ● ● ● Books / TV shows Video games Sports Shopping Gardening Represents a group / status / our identity ● ● ● ● ● Apple products Entrepreneurship “Green” products Jobs / career-related Location (geography)
  28. 28. 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 possible into your tribe’s membership lifecycle
  29. 29. 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? Entrepreneurs Business Owners Sports Fans
  30. 30. FIND EXISTING CONVERSATIONS
  31. 31. 3. YOUR MESSAGE ● Craft message around common interest ● What is the common aspiration? ● How can you help them achieve it? You can do it Adrenaline
  32. 32. 4. THE ROADMAP ● Plan a path that leads to their goal ● What hurdles block the path? ● Result breakdown process (next section) Startup process Frequent exposure Diverse sports
  33. 33. 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 Posts Radio Show Blog Posts Sports Events Online Events
  34. 34. 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
  35. 35. 6. WAYS TO COMMUNICATE ● ● ● ● ● Mail/newsgroups Chat rooms Forums & Blogs Facebook Groups LinkedIn Groups StartupNation.com ● ● ● ● ● G+ Communities Pinterest Boards Hashtags Ning.com Custom RedBull.com Fanzones #GivesYouWings
  36. 36. 7. START THE CONVERSATION ● ● ● ● Initial invites (5/10 per day) Convert newcomers into regulars Develop interactions/relationships Start small, grow small Forum Advertising
  37. 37. 8. PROMOTE IT ● Slowly accelerate invitations ● Create events that attract press ● Invite VIPs after critical mass Radio Show Word of Mouth Commercials Sponsorships Celebrities
  38. 38. SHOOTING FOR CRITICAL MASS ● ● ● ● What is critical mass? Recruiting volunteers Self-regulation / moderation Sit back and enjoy the ride 100 active users? Ongoing?
  39. 39. GROWTH ● Can bring in similar worldviews
  40. 40. A METHODOLOGY Boots on the Ground
  41. 41. CREATE AN ACTIVITIES CALENDAR
  42. 42. TARGET THE DESTINATION ● Where is your tribe’s aspiration?
  43. 43. PERCEPTION IS REALITY ● Are they overwhelmed by the road ahead?
  44. 44. CHUNK IT ● Break up trip into easy-to-achieve chunks
  45. 45. HELP THEM THROUGH EACH CHUNK ● Share your plan Create a podcast / video / blog post series discussing each milestone
  46. 46. TRIBE KILLERS ● ● ● ● Not delegating Making all decisions Censoring Allowing unnecessary drama
  47. 47. 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 science Follow a proven path and it will come together
  48. 48. Feedback? Questions? chris@mohritz.co

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