Time to scale? Top tip 101: Grow your community

“We all want to be part of something”

Connect Global
Aug 22, 2017 · 4 min read

Community is a word often thrown around within companies, with people insisting one is built and strengthened in order to grow a brand. Frequently, however, the wrong people are identified, and partnerships are developed but not maintained. A community is essential when it comes to growing effectively. Why? Because people love to be a part of something larger, something that others are excited about. But who is your community? And how can you connect with them? Startups! Take heed — CUBE Community partner and Community growth expert, Severin Matusek, shares his top tips for creating the perfect community for your tech.

What does community mean in the world of tech startups?

“Community”, in this context, describes the way companies interact with their audience. It’s about the relationship between you and the people who use your product or service.

Whether that’s in a more reactive way (i.e. within customer support or social media moderation) or in a more participatory way (i.e. making people part of your product, creating formats for participation, driving growth and retention) depends on the company and its long-term strategy.

The latter is obviously more exciting, but also much more complex.

Ensure your community is engaged with your work, and can get excited about your projects! (L-R: a CUBE partner on a trip in Barcelona, a CUBE community breakfast in SF, and Severin’s Techfestival team in Copenhagen)

Why does community matter?

We all want to be part of something.

As a company you need to decide if you want people to become part of your platform — and what you can offer them to do so.

Are you here to help someone? Do you care about people’s opinion and feedback? Do you want to build something that’s meaningful to people? Are you ready to get people involved in the process of building your product?

If your answers are yes then you’re already in the process of creating a community. It can result in organic growth, engagement, loyalty and trust from the people that you designed your product for. Or it can go the other way around if you’re not ready to invest in your community in the long run.

How can companies transform a more traditional way of doing business to a platform model?

Let’s define what a platform is first. A platform is a product or service that connects at least two groups of people, follows a shared vision and enables its audience to create something together. TED is an example for this: it’s a platform that started out with a simple vision (“ideas worth spreading”) and then grew into a worldwide movement by giving people the tools and support to independently organise TEDx events in cities around the world.

While that is fascinating, I don’t think that a company must completely change the way it operates. I would rather establish new, independent formats where people can get involved in a meaningful way.

TEDx talk in Sydney

What role does community play in that?

Community is about the social glue in-between. How do you transport your vision and make sure people relate to it? Connect the right people? Provide clarity in your communication? Manage expectations? Make sure that the people who contribute the most get equally rewarded?

Those are the topics that make or break your platform. If you don’t get them right, the people who you attract in the beginning won’t stay with you in the long run.

How can a small startup establish a strong brand and culture with the help of communities, and why should they invest time in community building?

There’s a nice saying: a brand is not what you tell people it is, it’s what people tell each other it is.

So ideally, your community becomes your brand and culture.

The way to do that is simple: speak to people, listen to people, involve them, give back. It’s easy when you get started, but much harder once you grow bigger.

What are the positive outcomes for a small brand when communities are properly established and managed?

Long-term growth, loyalty, retention, trust and engagement.

Insights from the people that love and use your product.

What are your top three tips for establishing a relevant community?

  1. Have a vision

2. Create something of value for a specific group of people

3. Enable them to participate

How can you ensure your community thrives?

Don’t hire a community manager. It’s an operational role that’s only relevant once your community is already set up and running.

To get started, you need someone who leads your community. And that’s probably yourself.

Severin Matusek is the founder of co-matter, a new venture that helps companies build meaningful communities. He has previously helped EyeEm grow into a community of 18 million photographers and is currently working on Techfestival, a collaborative platform that brings 15,000+ people to Copenhagen this September.

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