Crafting a Self-Sustaining Community Culture: The Power of Ritual, Purpose, and Shared Identity
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Crafting a Self-Sustaining Community Culture: The Power of Ritual, Purpose, and Shared Identity

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As community builders, we know the power of authentic 1:1 human connections. But how can a company scale these connections without hiring an army of community managers? Drawing on my experiences at ...

As community builders, we know the power of authentic 1:1 human connections. But how can a company scale these connections without hiring an army of community managers? Drawing on my experiences at Lyft, I propose the power of rituals as a way to scale culture through meaningful 1:1 interactions. Talk delivered at CMX Summit, February 6, 2014.

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    Crafting a Self-Sustaining Community Culture: The Power of Ritual, Purpose, and Shared Identity Crafting a Self-Sustaining Community Culture: The Power of Ritual, Purpose, and Shared Identity Presentation Transcript

    • Crafting a ! Self-Sustaining Community Culture! ! The Power of Ritual, Purpose, and Shared Identity ! ! ! Emily Castor! Director of Community Relations, Lyft @emilycastor
    • As community people, we’re passionate about 1:1 connections
    • Authentic 1:1 personal connections are meaningful, emotional, and sticky.
    • How do you scale this without hiring an army?
    • I have a confession.
    • I majored in Women’s Studies.
    • I studied feminism and other social movements
    • I never thought it would get me a job.
    • Neither did my parents.
    • I learned radical ideas about where identity comes from.
    • Identity is something we perform
    • Every day, through thousands of tiny actions, we create our identities.
    • Identity is produced by rituals.
    • We learn by watching others, then repeat what we see.
    • Our rituals also shape our emotions. ! (Smile and try not to feel happy!)
    • No puppet master is making it happen.
    • Rituals scale culture organically.
    • In P2P communities, culture matters a lot. It forms the user experience.
    • How can we change how people feel about riding with strangers?
    • How can we change how people feel about riding with strangers?
    • How can we change how people feel about giving rides to strangers?
    • Create a different ritual.
    • Create a different identity.
    • Create a different emotion.
    • The mustache is a smile.
    • Sit in the front seat.
    • Fistbump. (Don’t flump!)
    • Hang out.
    • Be creative.
    • Build a strong culture based on rituals your community can repeat.
    • Powerful 1:1 interactions can happen without you.
    • Let community leaders be the shamans.
    • (They’ll come up with better stuff than you do!)
    • But why should they care?
    • You’re doing this because you want to change the world.
    • Ask your community to join you in that mission.
    • Give them a sense of purpose.
    • Meaning. Impact. Recognition. More than material rewards.
    • Remember: Identity and emotion stem from our rituals.
    • Rituals people observe and repeat.
    • Learn the Ritual Repeat it Identity & Emotion
    • Teach rituals to build a meaningful shared identity
    • An aspirational identity that lyfts people up to who they want to be
    • Where do ! rituals start?!
    • Where do rituals start?! Your product. Your CRM. Community platforms. Communications. Events.
    • Connect your community to each other.
    • They will perpetuate and enrich your culture through 1:1 interactions on their own.
    • Let the magic happen.
    • Crafting a ! Self-Sustaining Community Culture! ! The Power of Ritual, Purpose, and Shared Identity ! ! ! Emily Castor! Director of Community Relations, Lyft @emilycastor