The document outlines Martin Reed's experience building online communities and provides steps for building a community from scratch. It discusses finding potential members, observing them without being commercial, building relationships, recruiting key members, developing the community purpose and features with member input, and continuously retaining and engaging new members. The process emphasizes learning about members, adding value without overt promotion, and embracing uncertainties.

1. Building an online community
from scratch
Why, Where, How?

2. Who is Martin Reed?
I build online communities.
• JustChat.co.uk - Founded in 2000.
– Up to 600 simultaneous chat room users
– Over 400,000 forum posts since December ‘04
– Over 250,000 messages sent since May ‘06
• SoapForum.co.uk
• FemaleForum.com

3. Why an online community?
Knowledge Loyalty
Brand Reputation
Reduce costs
Relationship
Benefit your members!

4. Where do we build the community?
Who are your potential members?
Where are your potential members?
or…

5. Build it yourself?
One place, one opportunity.

6. Building a community from scratch
Vital Requirements:
• Members before day one
• Activity before day one
• Buzz before day one
• FUN before day one
Inactivity breeds inactivity.

7. Step One - Start the Search
• Who are potential members?
• Where are they likely to be?
When you find them, stop.

8. Step Two - Admire from a Distance
• You are in their
environment
• You are a stranger
• You are commercial
(probably)
• Learn and understand
A lot is at stake.

9. Step Three - Build a Relationship
• Get involved
• Add real value
• Be genuine
• Be honest
• LEARN
Do not initiate private communication...
…yet!

10. Step Four - Reach Out
This is a critical stage but
now you are:
• Known
• Respected (hopefully)
Who are you?
Why are you contacting them?
How do they fit in with your plans?
Ego stroke but be genuine.

11. Step Five - Recruit
• Why them? Not everyone gets
invited.
• What are the benefits for
them?
• What are you asking for?
• Be personal and specific.
• Some will be easier than
others.
• Just the beginning.

12. Step Six - Develop
Purpose
Name Design
Functionality Personality
Member Benefits
The community needs to be tailored to its
members, NOT your business.

13. Step Seven - Retain
• Keep these members
• Existing relationship
• Knowledge
• Activity
• Loyalty
• Buzz
You need these members up to launch day and beyond.

14. Step Eight - Repeat
• Continue reaching out
• Continuous process
• New relationships
• New members
• New ideas
But don’t forget about your existing members!

15. Embrace Unknowns
• Community building is an art
not a science
• There are no right or wrong
answers or strategies (kind of)
• People not numbers
• Experiment
• Take risks
•MANAGEMENT BUY-IN

16. martin@communityspark.com
Resources and discussion:
http://www.communityspark.com/inforte