The Business of Belonging

“Community isn’t just for forums and social events; it’s the foundation for enduring customer relationships and business growth.”

1. Communities Build Strong Customer Connections

Communities aren't just spaces where customers interact; they help businesses form lasting relationships. Through communal exchanges, companies develop customer trust and loyalty while offering a platform for users to assist one another. By creating a meaningful space, brands turn one-time buyers into long-term advocates.

Historically, companies treated customer support as a drain on resources. Apple’s early community efforts changed this mindset, showcasing that users could solve each other’s problems while forming emotional ties to the brand. This paradigm shift revealed the value of proactive community-building, both for customer retention and cost efficiency.

When done right, these spaces generate mutual benefits. Customers feel invested in a brand’s success, and businesses benefit from customer-driven solutions and endorsements. Acknowledging and fostering this relationship generates a virtuous cycle of trust and value.

Examples

• Apple’s User Group Connection in the 1980s reduced support costs and boosted customer loyalty.
• Salesforce’s Trailblazer community educates and connects users, enhancing product success.
• Lululemon ambassadors strengthen local connections and expand the company’s presence.

2. A Community Must Have a Defined Purpose

An undefined community often fails to thrive. Communities flourish when they’re anchored around a purpose that aligns with clear business outcomes. Spinks identifies six key purposes with the acronym SPACES: support, product, acquisition, contribution, engagement, and success.

For example, a support-driven forum connects customers to solve each other’s problems, as seen with Google or Spotify. Product-focused communities gather feedback, just like Lyft’s Driver Advisory Council. Meanwhile, content-driven communities like Wikipedia empower users to contribute actively, becoming part of the organization’s value proposition.

Companies should avoid building communities just for the sake of it. Instead, selecting one purpose within the SPACES framework allows them to deliver value efficiently while achieving measurable returns on their investment.

Examples

• Duolingo motivates language learners through community-engagement events.
• Airbnb empowers users to contribute as hosts, content providers, and service shapers.
• Lyft gathers diverse input through its Driver Advisory Council.

3. The Social Identity Cycle Drives Engagement

Community members move through cycles of identifying with the group, participating, and receiving validation. This cycle fosters deeper investment as participants find their place within the community.

When someone identifies with a niche, they’re more likely to explore related groups. Newly engaged members participate tentatively at first, but validation solidifies their bond. Over time, validation leads to stronger identification, creating a loop of self-reinforcing engagement.

For example, professionals like Cam, who joins Sales Hacker, receive encouragement from fellow users. The positive responses to her initial posts inspire her to participate more, eventually growing her confidence and commitment to the community.

Examples

• Tech Ladies’ clear focus on women in technology garnered 100,000 active members.
• Specific niches like “parenting competitive cyclists” foster natural identification.
• Users often expand their engagement levels after experiencing peer validation.

4. Passive Members Are Essential

Not every community member becomes a thought leader, and that’s a good thing. Passive members—those who primarily consume content—make up the majority of any community. They ensure the contributions of power members reach an audience and have impact.

Spinks emphasizes the Commitment Curve, where users transition through varying levels of involvement. Low-engagement members are still valuable as they bring visibility, while more active members can contribute ideas, answer questions, or moderate discussions.

Communities like Airbnb formalize this system with tiers like “Super Hosts.” Recognizing and supporting deeper engagement ensures some users transition into active roles while appreciating those who prefer to remain as consumers.

Examples

• Suzi Nelson’s “Love our Lurkers” campaign inspired 44% of inactive members to post.
• Reddit’s 80/20 rule shows most content is created by a small percentage of users.
• Brands motivate active contributors through programs like Yelp Elite.

5. Validation Secures Member Retention

People will not stay in a community if they don’t feel noticed or appreciated. Validation gives them reason to return and invest in building the group’s momentum. Rewards can be structured to recognize meaningful contributions.

Spinks shares Holly Firestone's SNAP framework—status, networking, access, and perks—as a way to ensure members feel valued. For instance, users might seek status in the form of badges, desire networking via intimate gatherings, or seek notable perks like access to exclusive events.

Communities grow when members feel their time and involvement matter. A mix of intrinsic and extrinsic motivations keeps users active, especially when validation reinforces their contributions.

Examples

• Reddit motivates contributors with visible “karma” points.
• Salesforce invites top trailblazers to exclusive dinners with company leaders.
• Free certifications or branded swag help users sustain engagement levels.

6. Design for Varied Interaction Types

A successful community offers multiple ways for members to interact. Spinks emphasizes the need for both synchronous (real-time events) and asynchronous (forums, online interactions) activities, ensuring everyone can engage in a way that suits them.

Strategic planning fosters continuity by offering daily, weekly, monthly, and yearly events. This rhythm keeps the community dynamic and predictable while drawing in fresh participants. Regular touchpoints, like online forums paired with annual conferences, build consistency.

Early, personal touches—like inviting members directly or crafting custom messages—create strong foundations for long-term engagement. These unscalable actions are key to gaining momentum in the initial building phase.

Examples

• Salesforce combines digital groups with live events to deepen bonds.
• Monthly meetups or webinars keep momentum between annual conferences.
• Facebook and Slack platforms make it easy to form digital tribes.

7. Niche Communities Outperform General Groups

General communities fail to create a sense of belonging. By targeting specific niches, businesses can cultivate an environment where participants quickly identify themselves as part of the community.

Focused communities like Tech Ladies or niche cycling groups thrive because they meet unique needs. Inclusivity does not mean appealing to everyone; instead, it means deeply connecting with the segment you are targeting. Specificity fosters a feeling of genuine alignment among members.

This focus needs to remain clear as a guiding principle to attract and retain members who align with the community’s goals or benefits.

Examples

• Tech Ladies clarifies its purpose through its member-facing communication.
• Strategically narrowed dating apps, like FarmersOnly, thrive by defining focus.
• Competitive cyclists in a focused group find more relevant conversations.

8. Reward Programs Build Volunteer Moderation

Communities thrive when there’s internal leadership. Creating rewards for power users, moderators, and leaders maximizes their contributions. Rewards like moderator badges or special training foster a sense of responsibility.

Programs like Airbnb’s Super Host show how celebrating individual contributions encourages better service and incentivizes others to step up. Meanwhile, efforts like Yelp Elite cultivate consistent contributors who embody shared goals.

Acknowledging leaders multiplies community morale. Celebratory events, public recognition, and leadership incentives ensure long-term vitality for user-led spaces.

Examples

• Yelp awards its elite contributors via event invites and badges.
• Volunteer moderators are recognized for keeping online forums healthy.
• Spotlighting top contributors inspires under-engaged members.

9. Build Where Engagement Naturally Happens

Communities often succeed where people already gather. Choosing the right platform—be it Slack, Facebook, or a custom-built environment—can make or break your community’s chances by aligning it with member habits and preferences.

For example, Slack communities appeal to professionals accustomed to using it at work. However, creating a custom space may encourage more control over member data, ensuring privacy while conforming to user needs.

Ultimately, building in popular or central locations reduces friction and ensures members feel comfortable engaging.

Examples

• Slack-based communities attract business professionals.
• Facebook groups connect hobbyists casually across shared interests.
• Custom platforms give brands like Duolingo full control of customer data.

Takeaways

1. Clarify your community’s purpose and align it with one of the SPACES outcomes for measurable returns.
2. Actively welcome passive members with tailored support to encourage gradual engagement.
3. Create diverse interaction opportunities by combining live and digital experiences to suit all members.