In today's interconnected world, the concept of community has taken on new dimensions, especially in the business realm. David Spinks' book "The Business of Belonging" explores how companies can harness the power of community to drive growth, improve customer satisfaction, and gain a competitive edge. Drawing from his extensive experience in community building, Spinks offers valuable insights and practical strategies for businesses looking to create and nurture thriving communities.
The Power of Community in Business
A Personal Journey
David Spinks' fascination with communities began long before his professional career. As a teenager, he managed an online community for players of Tony Hawk's Pro Skater 4, a popular skateboarding video game. This early experience sparked a passion that would eventually lead him to launch CMX, a networking platform for community professionals.
The Rise of Virtual Communities
While communities aren't exclusively online phenomena, the advent of personal computers catalyzed the growth of virtual communities. Surprisingly, Apple was at the forefront of this movement, even before they realized its potential.
In 1985, as Apple was transitioning from the Apple II to the Macintosh, users faced challenges adapting to the new product. They began writing letters to Ellen Petry Leanse, Apple's communications specialist, seeking help. Leanse noticed something peculiar in these letters: many contained mysterious codes, which turned out to be online access codes.
Unbeknownst to Apple, their users had independently formed online communities to discuss and solve tech problems. This was revolutionary at a time when businesses generally viewed customer support as an annoyance and customers as a cost rather than an asset.
The Apple User Group Connection
Recognizing the opportunity, Leanse established the Apple User Group Connection, officially embracing the online community. She took user feedback seriously and shared updates with the community. This move proved beneficial for both Apple and its customers:
- Apple's support costs decreased
- Customers spent more and remained loyal
This early example set the stage for many online communities that continue to give companies competitive advantages today, such as Salesforce's renowned Trailblazer community.
The Importance of Purpose in Community Building
Beyond Community for Community's Sake
While the benefits of community are clear, simply setting up an online forum isn't enough. A truly effective community must have a well-defined purpose that justifies its existence in terms of return on investment.
The SPACES Framework
Spinks introduces the SPACES framework, which outlines six basic business outcomes that a community can drive:
Support: The classic use case, where users help each other solve problems. Examples include WordPress, Spotify, and Google support forums.
Product: Focused on product development, often involving a smaller group of representatives. Lyft's Driver Advisory Council is an excellent example, comprising selected drivers who help steer the company's direction.
Acquisition: Aimed at spreading the word, often through offline activities. Lululemon's ambassador program, where representatives organize local events, exemplifies this purpose.
Contribution: Encourages community members to provide content themselves. Airbnb, Wikipedia, and Android app development are prime examples of this model.
Engagement: Focused on customer retention. Duolingo uses its community of language learners to motivate each other and organizes thousands of events monthly to deepen user commitment.
Success: Similar to support but at a higher level, encompassing training, mentorship, and helping users maximize product value. Salesforce's Trailblazer community is a prime example.
While a business may not need a community for all six purposes, investing in at least one can yield significant benefits. The key is to identify which purpose would provide the highest returns for your specific business model.
The Social Identity Cycle: Understanding Community Engagement
To create an effective community, it's crucial to understand how users become engaged. Spinks introduces the Social Identity Cycle, which consists of three stages that loop as users become more involved in a community:
- Identification
- Participation
- Validation
The Cycle in Action
Let's follow the journey of Cam, a sales professional, as she discovers and engages with the Sales Hacker community:
Identification: Cam identifies as a sales professional and is intrigued by Sales Hacker, an online community of peers.
Participation: Cam signs up for the newsletter and creates an account.
Validation: Cam is personally welcomed by an admin and several users, validating her participation.
The cycle then repeats at a higher level:
Identification: Cam now identifies as part of the Sales Hacker community.
Participation: She answers questions and initiates discussions.
Validation: Cam receives positive responses, further validating her involvement.
As the cycle continues, Cam's engagement deepens. She might attend in-person events, find work through the network, and become a vocal advocate for the community.
The Importance of Specific Identification
When creating a community, it's crucial to consider who you want to identify with it. A vague community for "cyclists" is unlikely to inspire strong identification. However, a more specific community, such as "competitive bike racers who are also parents," is more likely to attract members who feel a strong sense of belonging.
Broader communities can also work if they have a clear niche. For example, Tech Ladies, a community for women in technology, has over 100,000 members. The key is to ensure your community is well-defined, allowing users to strongly identify with it.
The Commitment Curve: Understanding Levels of Participation
Once community members identify with your community, they'll want to participate. However, the level of participation varies among members. Spinks introduces the Commitment Curve to explain these different levels:
- Passive members
- Active members
- Power members
- Leaders
The Importance of All Levels
It's natural for there to be a drop-off along this curve, with more people at the lower levels. This is not only inevitable but essential for a well-functioning, fully scaled community. Each level plays a crucial role:
Passive members: They form the audience, consuming content created by others. Expect about 80% of your community to be passive.
Active members: These users interact with others and contribute their own content.
Power members: They are the most active contributors. Companies often create special programs for them, like Airbnb's Super Host program.
Leaders: These highly committed members take on roles like moderators or admins.
Encouraging Movement Along the Curve
While it's important to have members at all levels, you should create opportunities for members to move up the curve if they wish. For example, Spinks's friend Suzi Nelson ran a "Love our Lurkers Week" for DigitalMarketer.com, which encouraged passive members to become more active. The initiative was successful, with 44% of lurkers getting involved.
The Role of Validation in Community Growth
Getting people to join your community is just the first step. To keep them engaged and encourage them to climb the commitment curve, validation is key.
Intrinsic vs. Extrinsic Motivation
Ideally, community members should be intrinsically motivated to participate, meaning they find the participation itself rewarding. However, providing some extrinsic motivation can help members feel seen and appreciated.
The SNAP Framework
Holly Firestone, an experienced community manager, developed the SNAP framework to categorize different types of validation:
Status: Profile badges, points systems (like Reddit's karma), or special membership levels (like Yelp Elite).
Networking: Opportunities to connect with other members, such as small group discussions or dinner events.
Access: Giving members influence over product decisions or simply ensuring they feel heard.
Perks: Tangible rewards like free tickets, certifications, or branded merchandise.
Balancing Rewards
When implementing rewards, it's crucial to strike the right balance:
- Too extravagant, and members may feel they haven't earned it.
- Too stingy, and members may feel underappreciated.
Additionally, be cautious not to over-gamify your community, as this can undermine its seriousness. When done right, however, extrinsic validation can significantly boost community engagement.
Designing Effective Community Spaces
With a clear understanding of why communities benefit businesses and how to engage users, the next step is to actually set up the community. While there's no one-size-fits-all approach, several general principles can guide the process.
Embrace Variety
Communities should offer both synchronous (live) and asynchronous experiences:
- Synchronous: Conferences, meetups, live chats
- Asynchronous: Online forums, email newsletters
Combining both types of experiences enhances overall engagement. Online activity can build excitement for in-person events, while face-to-face interactions can deepen online connections.
Establish Rhythms
Create a regular cadence of activities at different intervals:
- Daily: Initiate online conversations
- Weekly: Welcome new members
- Monthly: Host in-person meetups
- Yearly: Organize a large conference
This predictable pattern encourages ongoing engagement and gives members something to look forward to.
Start Small and Personal
In the early stages of community building, focus on actions that don't scale but create a strong foundation:
- Send personalized welcome messages to new members
- Privately encourage individuals to get involved
These personal touches foster a sense of inclusion and set the tone for the community culture.
Choose the Right Platform
Carefully consider which platform will best serve your community's needs:
- Existing platforms (e.g., Facebook, Slack): Easier to set up, but less control over data
- Custom-built spaces: More control, but require more resources to develop and maintain
Consider where your potential members already gather and where they'd be most comfortable interacting.
Let the Community Evolve
Remember that truly engaged users will often gather independently of your efforts. The Apple example from the 1980s demonstrates this phenomenon. When choosing where to host your community, consider existing gathering places and be open to letting the community shape itself to some extent.
Overcoming the Fear of Silence
As you embark on your community-building journey, it's important to address a common fear: the dreaded sound of crickets. Many community managers worry about crafting a post that receives no response, viewing it as a failure or embarrassment. However, this fear can be paralyzing and prevent you from getting your community off the ground.
The Reality of Social Media Reach
It's crucial to understand how social media platforms work. Most are optimized to spread only the most successful content. This means that if a post doesn't attract immediate interest, its reach will likely be limited. In other words, far fewer people will see a "failed" post than you might suspect.
Persistence is Key
Don't let the fear of silence prevent you from consistently showing up and contributing to your community. Remember:
- Early stages are often the quietest
- Building momentum takes time
- Not every post will be a hit, and that's okay
Keep posting, engaging, and nurturing your community. Over time, with persistence and genuine effort, you'll see increased engagement and participation.
Conclusion: The Business of Belonging
"The Business of Belonging" by David Spinks offers a comprehensive guide to harnessing the power of community for business success. By understanding the principles of community building, businesses can create spaces where customers feel a sense of belonging, leading to increased loyalty, reduced support costs, and valuable product insights.
Key takeaways from the book include:
Communities can provide significant competitive advantages when aligned with business goals.
Effective communities have a clear purpose, as outlined in the SPACES framework.
The Social Identity Cycle (identification, participation, validation) drives member engagement.
Communities need members at all levels of the Commitment Curve, from passive to leaders.
Validation, both intrinsic and extrinsic, is crucial for community growth and retention.
Thoughtful design of community spaces, including a mix of synchronous and asynchronous interactions, is essential.
Overcoming the fear of silence is necessary for successful community building.
As businesses navigate an increasingly digital and interconnected world, the ability to build and nurture communities will become a critical skill. By following the principles and strategies outlined in "The Business of Belonging," companies can create thriving communities that not only benefit their bottom line but also provide genuine value to their members.
The future of business lies in creating spaces where people feel they truly belong. Whether it's a global tech company or a local startup, the power of community has the potential to transform how businesses operate, innovate, and grow. As David Spinks demonstrates throughout the book, when done right, community building is not just good for business – it's good for people, fostering connections, support, and shared purpose in an often fragmented world.
As you consider implementing these strategies in your own business, remember that community building is a journey, not a destination. It requires patience, persistence, and a willingness to learn and adapt. But with the right approach and a genuine commitment to your members, the rewards – both tangible and intangible – can be truly transformative.
In an age where digital connections often feel superficial, the businesses that can create authentic, purposeful communities will stand out. They'll not only attract loyal customers but also build a network of advocates, collaborators, and innovators who can help drive the business forward in ways that traditional marketing or product development never could.
So, whether you're a startup founder, a marketing executive, or a community manager, take the lessons from "The Business of Belonging" to heart. Start small, stay consistent, and always keep your community's needs at the forefront. With time and effort, you can build a community that not only belongs to your business but where your business truly belongs.