Previously we've outlined the 10 success factors for community-based marketing (CBM) as well as the 10 mistaken expectations of 'community'.
But there are some more fundamental drivers and motivations that create the right conditions for a community to succeed. If you are considering building a community you should look for these, and seek to harness them, to give you the best chance of success.
And guess what? These six ingredients for a successful community handily spell out the mnemonic P.O.T.A.T.O ??
So let's take a look at each:
This is likely to be a "cause" or even "movement". Something people are genuinely passionate about like sustainability, or diversity, or any number of charitable causes. There may well be a campaigning or lobbying element to passionate communities. There is no reason why such passion cannot exist in B2B/professional communities.
Communities emerge and coalesce when there are opportunities, often something new and fast developing where there is a chance for all to benefit if you share insights, learnings, resources and connections.
Tribes and other communities are often strongest when they are under threat by some outside force. It is in their interests to bond together to combat the challenge and overcome it through collective intelligence and strength.
Particularly in a professional context, access to information and the right people is extremely valuable. If you can get access to others in a similar position, especially those with influence, expertise or power, then you have an advantage. The credibility, authority and status afforded by this access is also a powerful reason to want to stay part of the community.
There is a great sense of connection when you 'find your tribe' and a community where the others understand and share your challenges, trials and tribulations. A safe space where you can open up and get support from others who properly understand what you are going through because they are too. This kind of community is like professional therapy and it feels good.
Communities with some shared origin, background or experience have naturally strong bonds. Most obviously it is people who come from the same place. But it can also include alumni groups from school, university or previous employers.
If you're thinking of starting a community, or already running one, how do you think it scores on the P.O.T.A.T.O ? scale? Sizzling chips or cold mash?
Join Guild 🤝
See for yourself how the Guild experience is different to WhatsApp, Slack, LinkedIn or Facebook Groups. Guild is a safe space to connect, communicate and collaborate with others.
Join us on a platform that is purpose-built for professionals and businesses.
- Just want to join some groups? Simply join Guild and then look through the discoverable groups and communities to find relevant ones to join
- Thinking of running your own community? With an elegant and simple to use, mobile-first UX you’ve got everything you need to start a community - custom branding, analytics, group and user management and support. Get started with your own community here with our free and enterprise options
Contact us if you want to know more or have any questions.