Community Hacking for Young Entrepreneurs - Session for Launch X
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This document discusses building communities and a sense of belonging. It explains that belonging feels good because it satisfies our basic human need for safety and cooperation. Community builders can craft stories and shared values to attract like-minded people and make them feel part of something larger. The document provides tips for community builders to start from a place of authenticity and consistency in their communication to engage people and have them return and feel they belong.
Community Hacking for Young Entrepreneurs - Session for Launch X
- 1. Community Hacking Re-coding The Science of Belonging 1
- 2. Either you are building your company’s organizational culture or trying to grow your customer’s database, you need a community. Adding value beyond a product or service. Identity > Connections > Growth
- 3. AGENDA OVERVIEW • Why communities? Why does if feel good to belong? • Community builder: how to craft authentic stories. • Start a community from scratch: content design.
- 4. community
- 5. community building kəˈmjuːnɪti ˈbɪldɪŋ noun 1. art of inspiring people to take action willingly. Antonyms: micro-management, spammy advertising 2. action of bringing individuals to excel as a collective.
- 6. Sense of Home, Familiarity, Identity lead to Trust When you can identify yourself with something, you instantly feel safe.
- 7. Ride with strangers? (a story before Uber and Grab) 5
- 8. Trust is inherent to communities. It influences us on taking action: from caring for our each other to buying bitcoins. When trust is present, we take more risks.
- 9. Can TRUST be engineered? We’ll talk about this.
- 10. How do they do it? Why do we trust them?
- 12. Why is belonging the topic of every single high school movie?
- 13. Belonging feels good. But why?
- 14. Longevity What does it take to live 100 years and beyond? Source: elderly man from Sardinia, https://hiveminer.com/Tags/anziani%2Ccircolo
- 15. PLAY VIDEO
- 16. TL;DR Community Call Your Mom Quit Smoking Quit Booze Flu Vaccine Miscellaneous Milennial Stuff* 0 2.5 5 7.5 10 *Kale smoothies, moringa leaves, muay thai, sunset yoga, gluten free and vegan diets.
- 17. – Susan Pinker “Those interactions are one of the strongest predictors of how long you'll live”
- 18. “Like all ancient villages, Villagrande couldn't have survived without this structure, without its walls, without its cathedral, without its village square, because defense and social cohesion defined its design.” Susan Pinker
- 19. – Susan Pinker “Building in-person interaction (…) bolsters the immune system, sends feel-good hormones surging through the bloodstream and brain and helps us live longer.”
- 20. Feeling Safe = Good The ones who did not belong didn't spread their genes too far.
- 21. Belonging to a community feels good because it feels safe. You feel home. No wonder it feels great to find a compatriot when you’re abroad, or another Star Wars fan at your new workplace. *Belonging vs. Fitting In (the first implies authenticity)
- 22. Really, Maslow?
- 23. It’s hard to prioritize…
- 24. Flexible Cooperation “All the huge achievements of humankind throughout history, whether it's building the pyramids or flying to the moon, have been based not on individual abilities, but on this ability to cooperate flexibly in large numbers.” Yuval Harari Noah
- 25. – Yuval Noah Harari “The real difference between humans and all other animals is not on the individual level; it's on the collective level.”
- 27. The Way We Belong Has Changed
- 28. Freedom to Belong Anywhere We’re mobile and connected. Technology transformed how we interact. It expanded our boundaries. We moved from being geographically or ethnically defined to having the freedom to belong anywhere.
- 30. As we’re no longer fighting beasts, new forms of identity emerged. Questions What make you feel belonging today? What signs do you identify to trust someone? What kind of people make you feel safe?
- 31. Ok. We lived long and prospered because we belonged to communities. But…
- 32. How Do We Do It? 33
- 33. What is the common thing between communities and sci fi?
- 34. – Yuval Noah Harari “Humans use their language not merely to describe reality, but also to create new realities, fictional realities.”
- 35. “As long as everybody believes in the same fiction, everybody obeys and follows the same rules, the same norms, the same values”. Yuval Noah Harari
- 36. “Money, in fact, is the most successful story ever invented and told by humans, because it is the only story everybody believes.” Yuval Noah Harari
- 37. Exercise List all the communities that you belong to. Everything you can think of. From Apple, Nike, Star Wars and Bacon lovers to your company city, country. Let’s explore.
- 38. Exercise Done? Now answer: - What makes you part of this community? - How does it define you? Cool, geek, rich…? - Who’s the community builder?
- 39. AGENDA OVERVIEW • Why communities? Why does if feel good to belong? • Community builder: how to craft authentic stories. • Start a community from scratch: content design.
- 41. Brand is what you communicate through language and action: everything people hear, see and think about your company.
- 42. – Jeff Bezos, Amazon Founder “Your brand is what other people say about you when you're not in the room”
- 43. Communication Styles Figure 1: Centralized, decentralized and distributed network models by Paul Baran (1964), part of a RAND Institute study to create a robust and nonlinear military communication network .
- 44. Communication Styles Figure 1: Centralized, decentralized and distributed network models by Paul Baran (1964), part of a RAND Institute study to create a robust and nonlinear military communication network . Most sustainable, efficient and… Chaotic (or culture-driven). Ex. moregirls.co Empowering people to represent your brand
- 45. Tell a Story 44
- 47. A community can be defined a group of people with a shared set of values and beliefs. So what?
- 48. Shared Belief > Values > Decisions > Actions = Culture = less dollars spent (advertising, management, recruiting)
- 49. How can we create culture? Start from sharing a belief.
- 50. – Simon Sinek “The goal is not just to sell to people who need what you have; the goal is to sell to people who believe what you believe.”
- 51. PLAY VIDEO
- 52. PLAY VIDEO
- 53. – Simon Sinek “If you hire people just because they can do a job, they'll work for your money but if they believe what you believe, they'll work for you with blood and sweat and tears.”
- 55. PLAY VIDEO
- 56. Warm Up (3’) Journaling: If your business was a person, what would it care about? What would it crave, wish, tear, rage or rejoice for? Tip: check your emotions, what drives you?
- 57. Cardio (10’) Pair Up (Find Someone): Why does your business exist for? Why does it matter? Why? Why? Why? 5 times or until you can’t even.
- 58. Exercise (15’) Your Golden Circle.
- 60. Community Builder kəˈmjuːnɪti ˈbɪldə/ noun 1. someone who invents excuses to connect people; 2. someone who unites through stories; 3. an authentic leader.
- 62. Authenticity 59
- 63. Why Authenticity? “Because true belonging only happens when we present our authentic, imperfect selves to the world, our sense of belonging can never be greater than our level of self- acceptance.” Brené Brown
- 64. Authenticity = Efficiency Effortless Trust.
- 65. – Brené Brown, Author “Authenticity is a collection of choices that we have to make every day. It's about the choice to show up and be real. The choice to be honest. The choice to let our true selves be seen.”
- 68. No one can relate to perfection. Don’t build your business an ideal persona. Ride on your crazy emotions. Show your flaws. E.g.: weirdly lovable and relatable characters (Sherlock Holmes, Dr. House)
- 69. Journaling (1’) Write about what drives you to do your business. What do you know? What you don’t know? What areas make you vulnerable?
- 70. AGENDA OVERVIEW • Why communities? Why does if feel good to belong? • Community builder: how to craft authentic stories. • Start a community from scratch: content design.
- 71. Connecting People Creating excuses to bring people together 70
- 72. – William Butler Yeats “There are no strangers here. Only friends you haven’t yet met.”
- 73. The Turkey “Community building is like the Turkey in the Thanksgiving dinner. People get together because of it, but what really matters are the conversations around the table” - Hugh Mason
- 74. What brings us together isn’t necessarily what binds us together. Great. So stop eating me.
- 75. Rich kid blues: A Harvard University student (Image: Getty Images) Image: Getty Images
- 76. Matrix of Relevance Niche Competition Consumer Brands (Coke, Nike, Apple, Samsung) Public services (Water, Electricity) Boutique or Luxury (From Single Origin Coffee to Jewellery) Cause or Lifestyle (from Book Clubs to Underground Art)
- 77. Exercise (5’) Identify types of commonalities which could bring your customers together. What content could you create that attracts them and, at the same time, communicates what is the core of your product?
- 78. Communication Principles (3Cs) Consistency | Cohesiveness | Cadence
- 79. Consistency Try to tell a vegan: “oh! I am vegan too! But I eat fish once in a while…” And let me see what happens. To represent a community you must understand them.
- 80. Cohesiveness If you get people to sign up to your weekly startup newsletter and you start spamming them with your marketing service advertising. What are the chances you get blacklisted? Deliver what you’ve promised, no less. And no different.
- 81. Cadence If you meet someone at a party and have a great drink with them, but never text nor call later. Will this person be your friend? Keep it simple. Set clear expectations on communication channels, format and frequency.
- 82. Design and Create Content Content to Build Your Community 89
- 83. Belonging is about identity, which can be designed by the type of content you create to attract the right people.
- 84. Great content can attract a self-selected base of customers who will define themselves as part of your community - and act as your main marketing tool.
- 85. ATTRACT ENGAGE STAY First Impressions What is the first point of contact with your community? Come Again! Give them a reason to get back to you. Win Their Hearts Make them feel like they belong with you. Give an offer they can’t refuse.
- 86. 1. Where do your (potential) customers normally hang out? Where can you find them? Go there. 2. What do they usually talk and care about? 3. Examples: blog posts, meetups, food gatherings, parties, new user promos, freemium models, etc. ATTRACT
- 87. Go where they are. Find a familiar excuse to invite them over, make it easy for them to get to know you. Follow up when they leave. ATTRACT
- 88. 1. Listen to them. What are they really looking for? How can you better help them? 2. Plan, show and communicate in advance the reasons for them to return. 3. Examples: recurrent activities, people you can connect them to, your own advice or consulting, good coffee, nice seats, lifestyle, etc. ENGAGE
- 89. Improve and deepen your value communication, as you get to know them better. Give them good reasons to come back. ENGAGE
- 90. 1. Validate their trust. Build an authentic connection. Show you care about them; 2. Continuously improve and optimize your offer. 3. Examples: get them involved; make them part of your core users; send personalized emails; deliver your promise and surprise them. STAY
- 91. Deliver the promise and surprise them. Like any relationship, you balance what you keep (values, beliefs) while you adapt and optimize (product, operations). STAY
- 92. Exercise (10’) 1. Identify which stage you’re the stage you must work on, the most; 2. Design a content flow starting from it; 3. Get feedback.
- 93. AGENDA OVERVIEW • Why communities? Why does if feel good to belong? • Community builder: how to craft authentic stories. • Start a community from scratch: content design.
- 94. TL;DR Create Stories: Shared Set of Values and Beliefs Feeling Safe = Feeling Good Trusting and Willingness to Take Action
- 95. We’re no longer fighting bears. Why are we still fighting each other? We have bigger problems to deal with which will affect all of us regardless of ethnicity, religion or nationality.
- 96. We need communities which harness the value of diversity into a shared vision. Research proves that more diverse companies make better decisions: the outcome is close to a 15% increase in financial results (read it here)”
- 97. Are you going to start better communities?
- 98. Following Up www.hackingcommunities.com Videos, books, authors (Yuval Noah Harari, Susan Pinker, Simon Sinek, Brené Brown, Elizabeth Redcay) and more can be found there. Did you enjoy this? You can deliver it by applying to the community builder’s academy. Need help? I can help you execute it. Consulting.