UTEW meetup is dedicated to impact of the community in the business world. On the examples of Product Tank and UTEW we will talk about: - What is actually a community? Is it a group of fans or a tribe of soul mates? - How can it help to your business growth? - How to build the right community? Is it a group of fans or a tribe of soul mates? - What are the 5 stages of its development? - How to build the right community?

1. The nature of
community:
Find your TRIBE
& conquer the
hearts of your
customers
UTEW @Lviv IT arena 2018

2. Hey there!
We are co-
founders of
#UTEW Tech
Tribe:
Inna Stelmakh
&
Alexandra
Govorukha

3. #UTEW Tech Tribe
Mission -encourage Ukrainians to
be more effective at international
tech events in order to
encourageenhance the image of
Ukraine
Founded in November 2016
2700 members
13 offline meetups in Kyiv, Lviv,
Tel-Aviv, Lisbon, Milan with 1000+
attendies
Our partners: TNW, WebSummit, IT
Arena, Sigma Software, Lisbon
Accelerator Beta-i, Talkable, Israeli-
Ukrainian Alliance, Impact Hub
Milan
❖ Crowdsourcing platform to
support members by vote,
recommendations, advices
❖ News feed about conferences,
discounts,
educational programs
❖ Connection with opinion leaders
❖ Promotion for members'
products

4. 2750
members

6. Skeleton
1. What is a Tribe?
2. Why a brand needs Tribe?
3. Tribe building process
4. Tribe management & growth
hacks
5. Outstanding Tribes of the world
6. Product Tank Kyiv Tribe by Pavlo
Pedenko

7. What is a tribe?

8. Strong Tribe has the attributes
❖ Common or shared goals
❖ Self identification of the members
❖ Safety and acceptance inside it

9. 3 main reasons to be a part of a Tribe
❖ Safety and acceptance of the members
❖ Support and motivation
❖ The ability to influence together more than alone

10. Why
a brand needs
a Tribe?

11. Strong Tribe is an opportunity for a brand to
❖ Search new ideas, test and accelerate them
❖ Engage brand ambassadors
❖ Upsell

12. Examples of community impact on business
Salesforce: Community
members spend 2x more
and have a 33% higher
adoption rate than non-
community members
OurCrowd Used to
Get 7,000 People to
Invest over $100
Million due to their
community strategy
Polyvore has 20 million monthly
visitors and is currently the
second largest driver of social
commerce traffic on the web
thanks to their community work
Twitch was acquired by Amazon for
close to $1 billion, winning over the
long-established gaming community,
aligning with their values, and
carefully building their business
around them
Udemy Increased
their Instructor
Engagement Rates
by 4X using
Facebook Groups

13. The value of external and internal Tribes for
business
❖ Community participation is a form of networking
❖ Customers give back in tough times
❖ Customers look for accountability
❖ Employee retention
❖ Promoting similar values
❖ Strong Tribes mean strong customer bases

14. Tribe building
process

16. To build a Strong Tribe you need to define:
BORDERS - who’s inside and who’s outside of a Tribe
INITIATION - How a person get inside and becomes a member of
a Tribe?
TEMPLE - offline and/or online home of a Tribe
TRADITIONS AND RITUALS - internal culture and the rhythm of
internal relations
SYMBOLS (branded items) - insignia, differentiation marks
STORIES - chronicles of a Tribe
INTERNAL CIRCLES - a way of a member inside of a Ttribe

17. Tribe canvas. 3 parts: identity, experience, structure

18. The 5 C’s of a strong Tribe
CONTINUITY
CONTENT
COLLABORATION
CONTEXT
CONNECTIVITY

19. Tribe
Impact
Cycle

20. Members of a tribe
❖ Community manager - creates connections
❖ Brand ambassadors/ Evangelists - promote the
mission
❖ Regular members

21. “The best growth hack is to cultivate delight for
your users.
Delight drives word of mouth. Word of mouth
drives growth.”
Polyvore’s CEO, Jess Lee

22. Live
People will know if you’re not
sincere about your love for
tribe.
❖ Include tribe to company’s core values
❖ Make tribe part of onboarding process for
newcomers.
❖ Decorate your office with tribe values. Don’t let
people forget what it’s all about.
❖ Send out a weekly update on how the tribe is
doing: member spotlights, love letters, and
more.
❖ Hire a dedicated tribe manager. This will be an
investment in the community.

23. Learn
Listen to your users and make
sure to incorporate their
feedback.
❖ Get very early feedback on prototypes.
❖ Broadcast user research internally and make it
fun.
❖ Write good launch announcements that explain
why you’re making changes.
❖ Address problems head on. Transparency and
honesty makes a big difference.
❖ When you do screw up, say you’re sorry. Don’t
qualify it. Just apologize.
❖ Let your tribe know when good things happen to.
Tell the tribe story.

24. Love
Show the tribe how much you
care.
❖ Spotlight your tribe members in your
product and in your social media profiles
and blog.
❖ Create personalized gifts.
❖ Help your tribe achieve their dreams: find
out what they are and how you can help
them get there.

25. Outstanding Tribes of the world

26. Life is about the people you meet and
the things you create with them

27. Community over competition

28. We rise by lifting others

29. Find your Tribe.
Love them hard!