The document outlines 12 essentials for building a successful community: 1. The community must have a clear, meaningful purpose beyond short-term goals. The purpose should be well-communicated. 2. Strong, trustworthy leaders are needed to set the culture and provide examples for others to follow. Good leaders serve the community rather than themselves. 3. An identifiable brand can convey the community's purpose and atmosphere to help people recognize and remember it. 4. Most community members will be enthusiastic and helpful, while a small minority may be cynical. The community should focus on positive members. 5. The community size needs to reach a "critical mass" depending on its goals, and perception techniques can help with

1. 12 Essentials
To Build Your Own
Community
Francisco Beisterveld, 12-1-2016

3. A purpose is something bigger, not just a short term cause
What do you want to change in this world?
A community without a purpose is just a (facebook) group
The purpose should be communicated well
Don't focus too long on your purpose

5. People identify with persons, not with organisations
Every group needs people who lead
A leader can give an example others can follow
A leader creates a community culture / atmosphere
For example: how formal is the communication?
How ambitious are community projects?
Ideal: 2 or 3 leaders

7. A good leader serves her community, she is not putting herself
First
People may have a desire for leadership, they came to join the community in the first place
for their own interest.
A good leader is authentic and thrustworthy
 Leader's qualities are reflecting on the community.
 Trust that leader is focused on common purpose
A good leader is an anchor point, not a weather vane
A leader must be happy with herself and daring to show
herself
Risk of becoming a 'flat'character.

9. Brand can carry the purpose and communicate the
atmosphere
People need to remember & recognize your community
Watch out for brand confusion. People don’t care about
Brand 'intentions'

11. 95% of the (encountered) people are enthusiastic &
helpful
5% of the (encountered) people are cynical/don't
care at all/have clinical problems. Let their negative
energy not affect you.
Existing community members attract specific people
Enable community members to interact with each
other

13. Whatever works in a particular phase
'Critical mass' depends on what you want to do
The bigger the loyalty, the less traction you need

15. Perception is your biggest friend
If just a few people attend a meeting, just a few will
know it was not a success
Perception manipulation techniques
 Communication
 Pictures
 Business development

17. Being perceived as important/big/succesful opens
many doors

19. Attracting volunteers requires leadership + purpose
Watch out not to attract same kind of people
Volunteers are best advocates and traction sources
It gives community members possibility to engage
Volunteers can spread community culture + values
Managing volunteers doesn't require leadership but
management

20. Guaranteeing community's brand & value

22. Precedent
People don't mind paying if they see value. Just switching from 'all is
free' to 'paid' is difficult.
Sales strategy should serve the community purpose
Paid is perceived as more serious

24. Purpose, leadership, engagement are great words.
Repetitive work, management, efficiency,
effectiveness are the day to day reality if you want
to grow a community and monetize it

26. Offline meeting people adds trust & feeling of
belonging
Online enlarges target group
Tension between growth & keeping community
recognizable offline
For online you need technology