Online Community Offers a Refuge to Connect in a Disconnected World
Remember during COVID? The abrupt and unnatural cessation of interpersonal contact? We're social creatures and we're meant to engage.
Lots of research shows that our social activity never recovered. People spend more time at home and alone.
Our needs for connection haven't changed, and online community can help create opportunities for connection that are professionally and personally rewarding and enriching.
Building an online community so that it is effective is a long, arduous process. It requires a clear vision up front, and relentless execution along the way - even in the early days when simply adding another member, or eliciting an online comment are big wins.
But that's a challenge more B2B industrial companies will have to embrace as opportunities to connect with prospects and to build trust become harder and rarer to create. And that's what Leslie Greenwood has done repeatedly.
Leslie helped to build the Pavilion community, has consulted for many companies on building theirs, and is now doing again with her group Wednesday Women. She wears the scars and lessons of community building and shares lots of wisdom in this week's episode, including why industrial manufacturers should consider this tactic.
Connect with Leslie for ongoing insights on building an online community.
Check out Leslie's Chief Evangelist and Wednesday Women websites | | | |
Building Online Community from Scratch - Leslie Greenwood on Industrial Growth Institute Episode 64
Episode Recap
Summary
Leslie Greenwood joins Ed Marsh to discuss the evolving landscape of marketing and the importance of community building. They explore how community is defined, the necessity of a strategic approach, and the essential qualities of a community manager.
The conversation highlights:
- common pitfalls in community building
- the significance of testing and iterating strategies
- key metrics for measuring community success
- the intricacies of building and managing online communities
- the importance of understanding community personas
- generational preferences
- mobile accessibility
- training moderators
- establishing community guidelines
- and the role of sponsorship
Leslie emphasizes that investment in community initiatives should be viewed as a long-term commitment, and that communities can include a diverse range of participants, including competitors and partners.
The discussion also highlights the evolution of the Wednesday Women community, its unique approach to member engagement, and the growing significance of community in today's business landscape.
Takeaways
- Community is defined by the members who identify with it.
- Building a community requires a clear strategy and understanding of the target audience.
- Engagement and connection are crucial for a thriving community.
- Communities can serve various business outcomes, including support, product feedback, and customer acquisition.
- A community manager should be a facilitator, not just a moderator.
- Testing and iterating on community strategies is essential for success.
- Key metrics for community success include member satisfaction and retention rates.
- Investment in community initiatives should be viewed as a long-term commitment.
- Segmentation helps in addressing the unique needs of various community members.
- Generational preferences influence platform choices for community engagement.
- Mobile accessibility is essential for communities catering to deskless workers.
- Training moderators can enhance community interactions and support.
- Community guidelines should be clear and tailored to the brand's voice.
- AI may enhance community interactions but personal connections remain vital.
- Integrating online and offline experiences can strengthen community bonds
Takeaway Quotes from Leslie Greenwood
- "Community is defined by the members who identify with it."
- "Testing and iterating on community strategies is essential."
- "Many communities fail due to lack of strategy."
Outline
00:00 The Changing Landscape of Marketing and Community Building
06:11 The Importance of Strategy in Community Development
09:03 Understanding Community Dynamics and Member Engagement
15:08 The Essential Qualities of a Community Manager
17:58 Common Pitfalls in Community Building
20:58 Testing and Iterating Community Strategies
24:05 Key Metrics for Community Success
26:59 Investment and Planning for Community Initiatives
36:00 Navigating Generational Preferences in Community Platforms
38:02 The Importance of Mobile Accessibility
39:10 Training Moderators for Community Engagement
40:04 Establishing Community Guidelines and Terms of Use
44:11 The Role of AI in Community Building
46:39 Integrating Online and Offline Community Experiences
55:48 Understanding Member Engagement Dynamics
58:15 Common Misunderstandings About Community
01:00:22 The Role of Sponsorship in Community Building
01:03:21 The Growing Importance of Community in Business
The Background - Why Online Community May Be Important For Your Company
Five years ago, the idea of a middle-market B2B industrial manufacturer creating an online community might have seemed absurd. But the world has changed.
Today companies face a major challenge in trying to reach buyers - particularly in the critical phase to build trust and create a connection before buyers self-diagnose and have a project.
That's where community may help - beyond a forum, by providing a place where stakeholders come together and create value for each other, a company may establish itself as a beacon in an industry.
Download this paper to learn more about these changes that are underway.
