Stand Up & Be the "Go To" Person in Your Market - How to Build Your Tribe

Stand Up & BeThe "Go To" Person

How to Build Your Tribe

OUR JOURNEY

● Why Tribes are important for entrepreneurs & business owners

● How to build a tribe● How to craft your message

WHY ITS IMPORTANTA 10,000 Foot View

WHO IS THE "GO TO" PERSON?

The expert

WHY BE THE EXPERT?

● Communities naturally form around you

● People trust experts● People will want to work for you● People will want to buy from you● Press will want to interview you● etc.

HOW DO I BECOME THE EXPERT?

Teach

BUT...

As entrepreneurs (marketers),we need influence

"Selling to people who actually want to hear from you is more effective than

interrupting strangers who don't"~Seth Godin

HOW DO I DEVELOP INFLUENCE?

Lead

HOW DO I DEVELOP LEADERSHIP?

Build a tribe

WHAT IS A TRIBE?

"A tribe is a group of people connected to one another,connected to a leader, and

connected to an idea."~Seth Godin

MY DEFINITION OF A TRIBE

A well-led communitycentered on a common goal

WHERE IT STARTED

http://goo.gl/YtyHpa

TYPES OF TRIBES

● Community of Place (geography)● Community of Practice (same activities)● Community of Interest (love of...)*● Community of Action (causing change)● Community of Circumstance (situation)● Can be more than one

THE MECHANICSA 5,000 Foot View

HOW DO I BUILD A TRIBE?

1. Determine Why People Will Participate2. Determine Who Will Join3. Craft Your Message4. Plan The Roadmap5. Develop The Activities6. Establish The Communication Channel7. Start The Conversation8. Promote It9. Shoot For Critical Mass

EXAMPLE #1Community of PracticeCommunity of Interest

EXAMPLE #2 Community of PlaceCommunity of PracticeCommunity of Interest

1. WHY PEOPLE WILL PARTICIPATE

● Find an existing interest / passion● Join (knowledge) vs. Participate (emotion)

StartupNew mommiesGet out of house

Spend a lot of our money on

● Cars● Financial investments● Homes● Vacations● Fashion / clothing

Spend a lot of our time on

● Books / TV shows● Video games● Sports● Shopping● Gardening

Provokes a strong emotional reaction

● Causes● Politicians● Relationships● Pets● Sports teams

Represents a group / status / our identity

● Apple products● Red Bull● 'Green' products● Jobs / career-related● Location

TYPES OF COMMON INTERESTS

TRIBE MEMBERS BENEFIT BY...

● Learning a new skill● Gaining new knowledge● Increasing their personal status (exclusivity)● Boosting their income● Developing new relationships (dating)● Participating in competition (gaming)

2. WHO WILL JOIN

● Be very clear● Who will join during each phase?● Find existing discussions (hashtags, etc.)

around the common interest

EntrepreneursLocal mommies

FIND EXISTING CONVERSATIONS

3. YOUR MESSAGE

● Craft message around common interest● What is the common aspiration?● How can you help them achieve it?

Efficient startupFind fun to-dos

4. THE ROADMAP

● Plan a path that leads to their goal● What hurdles block the path?● Result breakdown process (next section)

Lean stepsSingle “go to” siteRange of activities

5. THE ACTIVITIES

● Develop activities that move them forward● Activities Calendar (next section)● The key to building a tribe is regular

activities, not just content

ConferencesMeetups

Weeklies

COMMUNITY VS. BLOG

● Blog = content focus (1-way-ish)● Community = activities focus (2-way-ish)

Activity is…● A discussion,● An event, or ● A piece of content

6. WAYS TO COMMUNICATE

● Mail/newsgroups● Chat rooms● Forums● Facebook Groups

DistributedTribe Machine

● G+ Communities● Hashtags● Ning.com● Custom

7. START THE CONVERSATION

● Initial invites (5/10 per day)● Convert newcomers into regulars● Develop interactions/relationships● Start small, grow small

BookSpeaking

Friend emailsLocal meetups

8. PROMOTE IT

● Slowly accelerate invitations● Create events that attract press● Invite VIPs after critical mass

ClassesLectures

Park eventsFundraisers

SHOOTING FOR CRITICAL MASS

● What is critical mass?● Recruiting volunteers● Self-regulation / moderation● Sit back and enjoy the ride

Movement grows100 active users

A METHODOLOGYBoots on the Ground

ACTIVITIES CALENDAR

THE ROADMAP (DESTINATION)

THE ROADMAP (PERCEPTION)

THE ROADMAP (CHUNK IT)

THE ROADMAP (ANSWER IT)

SUMMARY

● Find an existing common interest● Connect people with that common

interest● Figure out where they want to go● Help them get there

TRIBE KILLERS

● Not delegating● Making all decisions● Censoring● Allowing unnecessary drama

COMMUNITY-BUILDING DEEP DIVE

http://feverbee.com

Feedback?Questions?

chris@chrismohritz.com