Stand Up & Be
The "Go To" Person
How to Build Your Tribe
OUR JOURNEY
● Why Tribes are important for
entrepreneurs & business owners
● How to build a tribe
● How to craft your mess...
WHY ITS IMPORTANT
A 10,000 Foot View
WHO IS THE "GO TO" PERSON?
The expert
WHY BE THE EXPERT?
● Communities naturally form
around you
● People trust experts
● People will want to work for you
● Peo...
HOW DO I BECOME THE EXPERT?
Teach
BUT...
As entrepreneurs (marketers),
we need influence
"Selling to people who actually want to
hear from you is more effec...
HOW DO I DEVELOP INFLUENCE?
Lead
HOW DO I DEVELOP LEADERSHIP?
Build a tribe
WHAT IS A TRIBE?
"A tribe is a group of people
connected to one another,
connected to a leader, and
connected to an idea."...
MY DEFINITION OF A TRIBE
A well-led community
centered on a common goal
WHERE IT STARTED
http://goo.gl/YtyHpa
TYPES OF TRIBES
● Community of Place (geography)
● Community of Practice (same activities)
● Community of Interest (love o...
THE MECHANICS
A 5,000 Foot View
HOW DO I BUILD A TRIBE?
1. Determine Why People Will Participate
2. Determine Who Will Join
3. Craft Your Message
4. Plan ...
EXAMPLE #1
Community of Practice
Community of Interest
EXAMPLE #2 Community of Place
Community of Practice
Community of Interest
1. WHY PEOPLE WILL PARTICIPATE
● Find an existing interest / passion
● Join (knowledge) vs. Participate (emotion)
Startup
...
Spend a lot of our money on
● Cars
● Financial investments
● Homes
● Vacations
● Fashion / clothing
Spend a lot of our tim...
TRIBE MEMBERS BENEFIT BY...
● Learning a new skill
● Gaining new knowledge
● Increasing their personal status (exclusivity...
2. WHO WILL JOIN
● Be very clear
● Who will join during each phase?
● Find existing discussions (hashtags, etc.)
around th...
FIND EXISTING CONVERSATIONS
3. YOUR MESSAGE
● Craft message around common interest
● What is the common aspiration?
● How can you help them achieve it...
4. THE ROADMAP
● Plan a path that leads to their goal
● What hurdles block the path?
● Result breakdown process (next sect...
5. THE ACTIVITIES
● Develop activities that move them forward
● Activities Calendar (next section)
● The key to building a...
COMMUNITY VS. BLOG
● Blog = content focus (1-way-ish)
● Community = activities focus (2-way-ish)
Activity is…
● A discussi...
6. WAYS TO COMMUNICATE
● Mail/newsgroups
● Chat rooms
● Forums
● Facebook Groups
DistributedTribe Machine
● G+ Communities...
7. START THE CONVERSATION
● Initial invites (5/10 per day)
● Convert newcomers into regulars
● Develop interactions/relati...
8. PROMOTE IT
● Slowly accelerate invitations
● Create events that attract press
● Invite VIPs after critical mass
Classes...
SHOOTING FOR CRITICAL MASS
● What is critical mass?
● Recruiting volunteers
● Self-regulation / moderation
● Sit back and ...
A METHODOLOGY
Boots on the Ground
ACTIVITIES CALENDAR
THE ROADMAP (DESTINATION)
THE ROADMAP (PERCEPTION)
THE ROADMAP (CHUNK IT)
THE ROADMAP (ANSWER IT)
SUMMARY
● Find an existing common interest
● Connect people with that common
interest
● Figure out where they want to go
●...
TRIBE KILLERS
● Not delegating
● Making all decisions
● Censoring
● Allowing unnecessary drama
COMMUNITY-BUILDING DEEP DIVE
http://feverbee.com
Feedback?
Questions?
chris@chrismohritz.com
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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.

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

  1. 1. Stand Up & Be The "Go To" Person How to Build Your Tribe
  2. 2. OUR JOURNEY ● Why Tribes are important for entrepreneurs & business owners ● How to build a tribe ● How to craft your message
  3. 3. WHY ITS IMPORTANT A 10,000 Foot View
  4. 4. WHO IS THE "GO TO" PERSON? The expert
  5. 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. 6. HOW DO I BECOME THE EXPERT? Teach
  7. 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. 8. HOW DO I DEVELOP INFLUENCE? Lead
  9. 9. HOW DO I DEVELOP LEADERSHIP? Build a tribe
  10. 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. 11. MY DEFINITION OF A TRIBE A well-led community centered on a common goal
  12. 12. WHERE IT STARTED http://goo.gl/YtyHpa
  13. 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. 14. THE MECHANICS A 5,000 Foot View
  15. 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. 16. EXAMPLE #1 Community of Practice Community of Interest
  17. 17. EXAMPLE #2 Community of Place Community of Practice Community of Interest
  18. 18. 1. WHY PEOPLE WILL PARTICIPATE ● Find an existing interest / passion ● Join (knowledge) vs. Participate (emotion) Startup New mommies Get out of house
  19. 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. 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. 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. 22. FIND EXISTING CONVERSATIONS
  23. 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. 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. 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. 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. 27. 6. WAYS TO COMMUNICATE ● Mail/newsgroups ● Chat rooms ● Forums ● Facebook Groups DistributedTribe Machine ● G+ Communities ● Hashtags ● Ning.com ● Custom
  28. 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. 29. 8. PROMOTE IT ● Slowly accelerate invitations ● Create events that attract press ● Invite VIPs after critical mass Classes Lectures Park events Fundraisers
  30. 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. 31. A METHODOLOGY Boots on the Ground
  32. 32. ACTIVITIES CALENDAR
  33. 33. THE ROADMAP (DESTINATION)
  34. 34. THE ROADMAP (PERCEPTION)
  35. 35. THE ROADMAP (CHUNK IT)
  36. 36. THE ROADMAP (ANSWER IT)
  37. 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. 38. TRIBE KILLERS ● Not delegating ● Making all decisions ● Censoring ● Allowing unnecessary drama
  39. 39. COMMUNITY-BUILDING DEEP DIVE http://feverbee.com
  40. 40. Feedback? Questions? chris@chrismohritz.com

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