Jodi Ettenberg and Annemarie Dooling talk community-building, why having a community is more important than general readers and how to deal with negativity and trolls. Presentation is from the TBEX 2013 conference in Toronto.
Rethinking Audience: Turning Readers into a Thriving Community
Rethinking Your AudienceTurning Readers Into A Thriving CommunityJodi Ettenberg & Annemarie Dooling
Hint: It’s not just engaged readers andit’s not just a platform.What Is A Community?
How Do I Find And Relate To My Community? Be sure of your unique niche and tone. Be mindful of authenticity from dayone.Always aim to provide value.
Keeping Relationships Continuously Beneficial There’s no stopping point for providing value and building out acommunity. Reward community members for their loyalty and interest. Pay attention to reader feedback and expertise: Take your cues fromthem. Remember that when reaching out to ask questions, open-endedquestions to generate one-time engagement is not the aim – truelistening/value is the aim.
860+ comments and suggestions from valued readers, incl. changingthe kerning & modifying fonts.
Trolls And Grouchy People Trust that an established and strong community will oftenspeak for you to defend you to negative users or trolls. To keep in mind when confronted with negativity: thinkabout (1) when to step in, (2) when to let community step in,and (3) when to walk away.
What Does Success Look Like?How does community make a brand stronger? Ability to pivot into new field of expertise,taking your community with you. Wider net of expertise to draw from andlearn from. More brand recognition and wider spreadon social networks.
The Bloggess Prompted her community into actionboth for important and more whimsicalprojects. (In this case, drawing a ladymaking out with a unicorn and thentweeting it). Rewarded and elevated participatingreaders by calling them out/drawingattention to them.
Wandering Earl@wanderingearl Responded to comments whileproviding additional information. Created an atmosphere ofconversation.
John GreenVlogbrothers Created a sense ofcamaraderie between communitymembers . The NerdFighters have becomeself governing.
Andrew Sullivan@sullydish After creating a valuable product, measuredthat value by asking his readers what theywanted, thus moving a popular column to anindependent site. A month later he had earned over $625kfrom readers paying $19.99/year permembership.
Provide continuous value to your readership.Be authentic and invite your readers to speak often.Know when to stand up and when to walk away.Be mutually beneficial to each other, always.GRAND FINALE!
Questions? Concerns? Cats?Annemarie can be found:@travelingannawww.frillseekerdiary.comJodi can be found:@legalnomadswww.legalnomads.com/about