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Stand Up & Be the "Go To" Person in Your Market - How to Build Your Tribe
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Stand Up & Be the "Go To" Person in Your Market - How to Build Your Tribe

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Introductory presentation building on Seth Godin's concept of a "Tribe" with best practices and social sciences behind building online communities.

Introductory presentation building on Seth Godin's concept of a "Tribe" with best practices and social sciences behind building online communities.


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  • 1. Stand Up & Be The "Go To" Person How to Build Your Tribe
  • 2. OUR JOURNEY ● Why Tribes are important for entrepreneurs & business owners ● How to build a tribe ● How to craft your message
  • 3. WHY ITS IMPORTANT A 10,000 Foot View
  • 4. WHO IS THE "GO TO" PERSON? The expert
  • 5. 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.
  • 6. HOW DO I BECOME THE EXPERT? Teach
  • 7. BUT... 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
  • 8. HOW DO I DEVELOP INFLUENCE? Lead
  • 9. HOW DO I DEVELOP LEADERSHIP? Build a tribe
  • 10. WHAT IS A TRIBE? "A tribe is a group of people connected to one another, connected to a leader, and connected to an idea." ~Seth Godin
  • 11. MY DEFINITION OF A TRIBE A well-led community centered on a common goal
  • 12. WHERE IT STARTED http://goo.gl/YtyHpa
  • 13. 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
  • 14. THE MECHANICS A 5,000 Foot View
  • 15. HOW DO I BUILD A TRIBE? 1. Determine Why People Will Participate 2. Determine Who Will Join 3. Craft Your Message 4. Plan The Roadmap 5. Develop The Activities 6. Establish The Communication Channel 7. Start The Conversation 8. Promote It 9. Shoot For Critical Mass
  • 16. EXAMPLE #1 Community of Practice Community of Interest
  • 17. EXAMPLE #2 Community of Place Community of Practice Community of Interest
  • 18. 1. WHY PEOPLE WILL PARTICIPATE ● Find an existing interest / passion ● Join (knowledge) vs. Participate (emotion) Startup New mommies Get out of house
  • 19. 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 ● Red Bull ● 'Green' products ● Jobs / career-related ● Location TYPES OF COMMON INTERESTS
  • 20. TRIBE MEMBERS BENEFIT BY... ● Learning a new skill ● Gaining new knowledge ● Increasing their personal status (exclusivity) ● Boosting their income ● Developing new relationships (dating) ● Participating in competition (gaming)
  • 21. 2. WHO WILL JOIN ● Be very clear ● Who will join during each phase? ● Find existing discussions (hashtags, etc.) around the common interest EntrepreneursLocal mommies
  • 22. FIND EXISTING CONVERSATIONS
  • 23. 3. YOUR MESSAGE ● Craft message around common interest ● What is the common aspiration? ● How can you help them achieve it? Efficient startupFind fun to-dos
  • 24. 4. THE ROADMAP ● Plan a path that leads to their goal ● What hurdles block the path? ● Result breakdown process (next section) Lean steps Single “go to” site Range of activities
  • 25. 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 Conferences Meetups Weeklies
  • 26. 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
  • 27. 6. WAYS TO COMMUNICATE ● Mail/newsgroups ● Chat rooms ● Forums ● Facebook Groups DistributedTribe Machine ● G+ Communities ● Hashtags ● Ning.com ● Custom
  • 28. 7. START THE CONVERSATION ● Initial invites (5/10 per day) ● Convert newcomers into regulars ● Develop interactions/relationships ● Start small, grow small Book Speaking Friend emails Local meetups
  • 29. 8. PROMOTE IT ● Slowly accelerate invitations ● Create events that attract press ● Invite VIPs after critical mass Classes Lectures Park events Fundraisers
  • 30. SHOOTING FOR CRITICAL MASS ● What is critical mass? ● Recruiting volunteers ● Self-regulation / moderation ● Sit back and enjoy the ride Movement grows100 active users
  • 31. A METHODOLOGY Boots on the Ground
  • 32. ACTIVITIES CALENDAR
  • 33. THE ROADMAP (DESTINATION)
  • 34. THE ROADMAP (PERCEPTION)
  • 35. THE ROADMAP (CHUNK IT)
  • 36. THE ROADMAP (ANSWER IT)
  • 37. SUMMARY ● Find an existing common interest ● Connect people with that common interest ● Figure out where they want to go ● Help them get there
  • 38. TRIBE KILLERS ● Not delegating ● Making all decisions ● Censoring ● Allowing unnecessary drama
  • 39. COMMUNITY-BUILDING DEEP DIVE http://feverbee.com
  • 40. Feedback? Questions? chris@chrismohritz.com