This article is part of our series on Lessons Learned at South by Southwest 2010, a popular technology conference.
At SXSW, some of the most amazing conversations one can have isn’t in a panel or a keynote, but it’s in a hallway or over dinner with those people you’ve made connections with. One of the connections I made was with my good friends Deb Ng and Chris Garrett, two people I’ve known for a long time but never managed to meet in person until now. We had an excellent conversation over burritos about building and maintaining an online community, and I wanted to share three of those points here.
They Don’t Owe You Anything
The topic came up of a particular small business owner that said, regarding their community, “they never did anything for me.” If you’re trying to build something around your brand and you go into it expecting them to do something for you just because you setup this community, you’re in for a hash reality. Your community doesn’t owe you anything – so don’t be ungrateful. Give them so much value you they can’t help but give you something back.
Cultivate, Don’t Churn
You know what they say about customers: it’s easier and cheaper to make more money from an existing/previous customer than to try to find a new one. It’s true about building a community too; it really is easier and less expensive to cultivate the people you already have, rather than just churn through people as quickly as possible.
You aren’t running a fast food restaurant (I hope). Give people a reason to stick around and come back for more.
You Have to Give to Get
The lesson that I shared in our learning from pop music came up again: you have to give if you want to get. That’s just how the universe works. Give, give, and give some more. No matter what you get back, give more. Sooner or later, you’ll be rewarded. I promise.
To Learn More
Building a community is fun and rewarding, but it’s also hard work. Be sure to visit our resources area to learn about other products and services that can help you help your community.
photo by daveness
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{ 10 comments… read them below or add one }
Great article, every blog, business or community owner should read it
Good stuff. I seem to be doing the right things on my guitar lesson fan page. Tons of helping and giving, asking/answering questions, people seem really grateful. Just need to get the monetization up to a nice level which is the challenge for me
Thanks Chris
Will – it will come. If you treat your community with respect and value them like you’re doing, it will come around.
I can’t argue with any of these points. Communities take time to build up, and without them we would be nothing.
How does the saying go, Deb – good things are worth waiting for?
That excellent first point applies to many, many things in life and business. If think this way — we’ll cut down on jealousies, whys and all that. Love this short ‘n sweet post.
Thanks Meryl – why babble on when the point is pretty clear
Communities build much faster (and stronger) when there is a reward or incentive attached.
Loved the article and found it very useful. http://www.zipsetgo.com is trying to follow these principles, but as you say, it’s a lot of work and takes time.
Pat, you are doing great stuff, just give it time. Patience is a virtue, they say.
Karen, have you found any rewards or incentives that work? Or alternatively, ones that definitely don’t work?