Anna

Community & brand builder ✦ Writing about community, culture & the internet ✦ Helped 30+ communities grow ✦ Mom & Wife

[Anna @alea_eth]

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%.
🧵

[Anna @alea_eth]

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.

[Anna @alea_eth]

@jgonzalezferrer 🤍🤍

[Anna @alea_eth]

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.

⚡ Subscribe to Modern Builder to explore the future of community, culture & tech. Link to subscribe in bio.⚡

[Anna @alea_eth]

@jgonzalezferrer Feel free to share any feedback you have. Still trying to figure out this newsletter thing 😄

[Anna @alea_eth]

@CryptoPackers12 Appreciate it! Let me know what you think 🫡

[Anna @alea_eth]

Check out the article and let me know what you think:
https://t.co/ybDCp3Hm8Z

[Anna @alea_eth]

@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!

[Anna @alea_eth]

@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.

[Anna @alea_eth]

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.

[Anna @alea_eth]

@0xsins Agreed. I would start with defining the target audience based on a commonality. Otherwise it is very hard to agree on a common purpose.

[Anna @alea_eth]

@Subli_Defi 🫡

[Anna @alea_eth]

@CryptoPackers12 🫡

[Anna @alea_eth]

@0xjck We’ll have podcasts, videos etc. And a lot has been happening on Zora as well.

[Anna @alea_eth]

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.

[Anna @alea_eth]

@Oro_Minder Excited about what you’re building!

[Anna @alea_eth]

@Shawnzywonzie True - the content needs to be highly curated.

[Anna @alea_eth]

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.

[Anna @alea_eth]

@jgonzalezferrer @Yisbelpd 🫡

[Anna @alea_eth]

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.

[kashvi @kashvii]

be the community member that you wish you had!