From Scrappy to Scale: Crafting Early-Stage Communities for Culture and Growth

6,220 views
5,676 views

Published on

In this presentation given at True University, hosted by True Ventures, I draw from my experiences at Lyft's founding community manager to describe a framework for building a strong and scalable community culture at early stages of a company's growth.

From Scrappy to Scale: Crafting Early-Stage Communities for Culture and Growth

  1. From Scrappy ! To Scale! ! Crafting Early-Stage Communities for Culture & Growth ! ! Emily Castor! Director of Community Relations, Lyft @emilycastor
  2. Hey, community manager – ! you’re hired! #TrueU @emilycastor
  3. Welcome to Day 1 What’s your job? #TrueU @emilycastor
  4. What’s your job? #TrueU @emilycastor Social media Customer service Blog Email Events Partnerships User feedback Forums Influencers Public relations
  5. GSD. Create systems from scratch #TrueU @emilycastor
  6. Escalation policy User meetings Street teaming Policy research Driver hangout Driver newsletter Balloon view! #TrueU @emilycastor ! Grasshopper Desk 24/7 support Mailchimp Tweetdeck FB group FB page My first week:
  7. But don’t get lost ! in the weeds!
  8. You’re a communicator Nurture values, culture, and shared identity #TrueU @emilycastor
  9. What do you believe? Start from a sense of purpose #TrueU @emilycastor
  10. You’re doing this because you want to change the world. #TrueU @emilycastor
  11. Ask your community to join you in that mission. #TrueU @emilycastor
  12. Be part of people’s! world view!
  13. Culture is “stickier” than function. #TrueU @emilycastor
  14. Decommoditize your product through meaning. #TrueU @emilycastor
  15. #TrueU @emilycastor
  16. #TrueU @emilycastor Inspire irrational passion
  17. The strongest way to build culture is through 1:1 connections
  18. Authentic 1:1 connections are meaningful, emotional, and memorable. #TrueU @emilycastor
  19. How do you scale this without hiring an army?
  20. I have a confession. #TrueU @emilycastor
  21. I majored in Women’s Studies.
  22. I studied feminism and other social movements
  23. I never thought it would get me a job. #TrueU @emilycastor
  24. I learned radical ideas about where identity comes from.
  25. Identity is something we perform
  26. Every day, through thousands of tiny actions, we create our identities. #TrueU @emilycastor
  27. Identity is produced by rituals. #TrueU @emilycastor
  28. We learn by watching others, then repeat what we see.#TrueU @emilycastor
  29. Our rituals also shape our emotions. ! (Smile and try not to feel happy!) #TrueU @emilycastor
  30. No puppet master is making it happen. #TrueU @emilycastor
  31. Rituals scale culture organically. #TrueU @emilycastor
  32. In P2P communities, culture matters a lot. It forms the user experience. #TrueU @emilycastor
  33. How can we change how people feel about riding with strangers?#TrueU @emilycastor
  34. How can we change how people feel about riding with strangers?#TrueU @emilycastor
  35. How can we change how people feel about giving rides to strangers? #TrueU @emilycastor
  36. Create a different ritual. #TrueU @emilycastor
  37. Create a different identity. #TrueU @emilycastor
  38. Create a different emotion. #TrueU @emilycastor
  39. The mustache is a smile.
  40. Sit up front
  41. Fistbump!! (don’t flump)
  42. Hang out. #TrueU @emilycastor
  43. Be creative.
  44. "In everything that is to excite a lively convulsive laugh there must be something absurd... Laughter is an affection arising from the sudden transformation of a strained expectation into nothing.” ! Immanuel Kant, 1790
  45. Use rituals to dismantle emotional barriers.
  46. Build a strong culture based on rituals your community can repeat. #TrueU @emilycastor
  47. Powerful 1:1 interactions can happen without you. #TrueU @emilycastor
  48. Let community leaders be the shamans.#TrueU @emilycastor
  49. (They’ll come up with better stuff than you do!) #TrueU @emilycastor
  50. Remember: Identity and emotion stem from our rituals. #TrueU @emilycastor
  51. Rituals people observe and repeat. #TrueU @emilycastor
  52. Learn the Ritual Repeat it Identity & Emotion #TrueU @emilycastor
  53. Teach rituals to build a meaningful shared identity #TrueU @emilycastor
  54. An aspirational identity that lyfts people up to who they want to be #TrueU @emilycastor
  55. Psst: Identity is an engagement hack. #TrueU @emilycastor
  56. Where do ! rituals start?!
  57. Meet your community where they are #TrueU @emilycastor
  58. Be shockingly responsive Convert contacts into relationships #TrueU @emilycastor
  59. Where do ! rituals start?! Name things.
  60. Our original pillars: Facebook group Newsletters Driver hangouts ! (Not rocket science)
  61. Connect your community to each other.
  62. They will perpetuate and enrich your culture through 1:1 interactions on their own. #TrueU @emilycastor
  63. #TrueU @emilycastor
  64. As you grow –! scale intimacy. #TrueU @emilycastor
  65. Empower leaders.
  66. Let the magic happen.
  67. And be ready to! scale yourself. #TrueU @emilycastor
  68. From Scrappy ! To Scale! ! Crafting Early-Stage Communities for Culture & Growth ! ! Emily Castor! Director of Community Relations, Lyft @emilycastor

×