90% of communities fail.
Why? Most founders are not intentional in what they are building.
Having worked with many communities, I am revealing my secret formula today:
The Web3 Community Canvas.
Use this proven framework today to become part of the 10%.
🧵
B2C & B2B communities are not the same.
You need a different strategy for both.
But one thing that stays the same:
You are offering a transformation.
For consumers, you help them get from A to B.
For businesses, you help their business get from A to B.
What is always true: Communicate benefits instead of features.
Next gen consumer products (whether social apps, CPG or community-based products) will let you build rituals - intentional, scarce moments that have meaning.
In today's fast-paced world, it often feels like we've lost the art of rituals, and this has had profound implications for our sense of meaning and connection - offline and online.
Benefits of rituals:
• They give people a sense of stability, and enhance focus, mindfulness and performance
• They make activities more meaningful, as they attach a symbolic purpose to them
• Collective rituals strengthen group cohesion, and increase community member identity & belonging
Rituals can be found in consumer products & communities:
• Social apps, think BeReal
• Consumer brands, think Oreo cookies & Apple’s unboxing
• Communities, think 2:16 club & Visualize Value
The playbook for community-based rituals:
1. Attract audience through content
2. Build community of die-hard fans
3. Build product to reinforce member identity & belonging
4. Create rituals around products to further reinforce member identity & belonging
So how can you create a ritual for yourself, your community, brand or product?
Here are the 5 steps you need:
1. Set the intention
2. Determine the trigger moment
3. Outline the flow
4. Specify the emotional reward
5. Use props (optionally)
My newsletter article about 'the art of ritual' just hit my subscribers' inboxes.
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@jgonzalezferrer Interestingly, there is a difference between the two. You'll need to read the newsletter to find out more :)
But yes, both rituals and routines are so important for communities!
@wingo_777 The key is to be open minded and adapt that purpose based on feedback you get. I have seen many founders (and experienced it myself) fall in love with with their purpose and stick with it no matter what.
There is one major shift in how I approach building communities.
For years, I started with the purpose. Came up with something that people could get excited about.
Then defined who needed to be part of my communities.
Today I start with people.
Often you think you know what people want. What kind of purpose will sound good on paper.
But it’s not until you talk to people to better understand their need for a community.
Start with people. Then define the purpose together.
People before purpose.
Onchain content will be part of next gen marketing funnels.
The further you move down the funnel, the more it will become significant.
Letting fans collect & remix parts of the brand narrative, key milestones, significant (for them) moments.
Sharing them as part of their digital identities.
Excited to see how media companies and communities will leverage it.
Brands have different assets that tell their story. The idea is that fans will be able to collect these assets.
Similar to how people collect stickers from brands they like and put them on their laptops of bottles - just digitally. As it is digital remixing these will become easier.
Top of the funnel will still be web2
distribution though.
Curation is a two way street.
It is not just about you curating your members.
It is about the brand you build through the
• quality you show
• values you convey
• trust you create
This will attract the right people.
Let the community curate itself.