Building Brand Communities  ## Metadata - Author: [[Carrie Melissa Jones and Charles Vogl]] | [[3. Resources/Authors/Carrie Melissa Jones and Charles Vogl|Carrie Melissa Jones and Charles Vogl]] - Full Title: Building Brand Communities - Category: #books - Kindle: [Open in Kindle](https://www.amazon.com/dp/B07Y3V1J8M) - Document Tags: [[Community Management]] ## Document Notes ## Highlights - PART 1: Brand Community Foundations 1: Recognizing Community, Brand Community, and Belonging 2: Supporting Organizational Goals PART 2: Building from the Beginning 3: Distinguishing Community 4: Starting at the Beginning 5: Team Selection 6: Growth Principles PART 3: Deeper Ideas 7: Leaders’ and Managers’ Roles 8: Creating Shared Experiences and Space 9: Content Strategy 10: Motivation and Encouraging Participation 11: Measurement and Metrics LAST WORD APPENDIX A: Brand Goal Practices Innovation Community Practices Talent Recruitment and Retention Recruitment Practices Customer Retention Practices Marketing Practices for Community Practices for a Support Community Practices for Supporting Movement Communities APPENDIX B: Worksheets Worksheet 1: Selecting Founding Members Worksheet 2: Selecting and Training Leaders Worksheet 3: Campfire Experiences Worksheet 4: Identify a Brand Community’s Purpose Worksheet ([Location 38](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=38)) - In real community, members help one another become who they want to be. This can include sharing information, skills, hard-won lessons, and, very often, attentive friendship. ([Location 240](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=240)) - seven principles used to bring people together: Boundary: the line between members and outsiders Initiation: the activities that mark a new member Rituals: the things we do that have meaning Temple: a place set aside to find our community Stories: what we share that allows others and ourselves to know our values Symbols: the things that represent ideas that are important to us Inner rings: subgroups in a community that together present a path to growth as we participate ([Location 329](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=329)) - All brand communities we’re discussing aspire to serve both (1) members and (2) at least one organizational (brand) goal. In this discussion, an authentic brand community includes all these elements: Members who share a mutual concern for one another’s welfare Members who share a connected identity founded in shared core value(s) and purpose5 Members who participate in shared experiences reflecting the shared value(s) and purpose ([Location 372](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=372)) - All brand communities include participants who share mutual concern. Discovering participants is one way to recognize a community. ([Location 422](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=422)) - Note: What is the shared concern of the WordPress community? Is it the software, the open web, or something other? - When someone shows up to learn more and experience the community, that person is a visitor. ([Location 433](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=433)) - Note: The first few encounters with a community are by one who is a visitor. - Membership results when someone crosses a boundary into the community. ([Location 437](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=437)) - Note: A person becomes part of a community when they move past a certain boundary. That boundary may be something of their own choice to identify as a member, or have set rules about what a member is. - When an elder handles this role, we call them a gatekeeper; ([Location 438](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=438)) - Note: Gatekeepers are those that uphold official or unofficial standards of membership rules. - Participants show up, participate, and then return because at least three conditions are in place for any activity or invitation.8 If any one of these is missing, then the participant generally won’t meaningfully engage. The three conditions are as follows: Choice: the ability to say yes or no to membership and participation Connection: forming relationships with other people Progress: advancement toward a purpose ([Location 444](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=444)) - Note: Members of community are looking for choice, connection, and progress. What is in it for the members? - Support connection. Members want to be recognized by others and accepted for who they are. This includes being appreciated for shared values and commitments. ([Location 452](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=452)) - Ensure progress. People want to experience progress toward some purpose. This might mean progress toward mastery of an art, skill, or field. We often refer to this progress as a form of growth toward “being.” People want to be a support, change maker, friend, cook, dancer, firefighter, or anything else. ([Location 454](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=454)) - Tags: favorite - Community building takes different and far more investment toward creating something richer and more powerful, and offering different possibilities. ([Location 462](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=462)) - Note: Community can differ from subscribers as a membership framework in that community builds connections with each other. - Nurturing a group into a brand community requires at least two commonalities among its members: Shared values (at least one) Shared purpose ([Location 466](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=466)) - Note: What are the shared values and purpose of the communities I am in? - You can’t be all things to all people. In fact, drawing a strong boundary for the right people is always an important part of creating a resilient and effective brand community. ([Location 478](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=478)) - Note: What are the boundaries of communities I am in? - Create a brand community with clear core values and purpose so that you can welcome a broad range of people who are compatible with an enriching purpose, instead of adhering to a vague notion of who belongs and who doesn’t. ([Location 489](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=489)) - Note: Clear core values and purpose welcome diversity. - Tags: favorite - Vulnerable conversations are necessary to develop connected relationships. ([Location 504](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=504)) - Note: In community, we have difficult conversations. - “Vulnerability is about sharing our feelings and experiences with people who have earned the right to hear them. Vulnerability is based on mutuality and requires boundaries and trust. It’s not oversharing, it’s not purging, it’s not indiscriminate disclosure.”11 ([Location 515](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=515)) - Note: To be vulnerable is to have established trust with one another. It is earned. - Research indicates that belonging shows up when we experience two feelings:12 Feeling valued (or needed) by the entire group or some part of it Feeling that we are a fit for what is needed in the community and the environment that has been created ([Location 524](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=524)) - Note: How can I foster a sense of value for others? - belonging usually arises when participants experience some collection of the following feelings at some level: Accepted Welcome Valued Cared for (mutual concern) Appreciated Possessing insider (esoteric) understanding ([Location 528](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=528)) - Note: Do training team members feel valued? Are they welcomed, do they possess additional information? The current process is challenging for sure, and not everyone can do all things. That might just be okay. There is a depth of skill required to do some areas exceptionally well. - Notice that successful leaders generate positive feelings in participants, which inspires participants to return and become members. ([Location 532](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=532)) - Note: Do I leave folks thinking about positive experiences when our community gathers? - A shared experience is an event for a community that articulates, references, or reinforces the shared values of that group. In a brand community, the brand’s values must agree with the relevant member values. Brand community shared experiences include particular elements: Reinforcement of values. The experience reflects and reinforces insiders’ (members’) important values. Participants should feel the attraction to and appreciation for the specific experience more than outsiders do. In other words, the experience doesn’t appeal to just about everyone everywhere. Time boundaries. There is a beginning and an end to the experience; that is, others cannot go back in time to share the experience when it is over. Space boundaries. Participants must go to a specific place (physical or digital) to share the experience. This means that no one can “send” them the experience. Typically, this also means that participants must be invited, or learn about the event from an insider, “in the know” person. Invitations are typical, but not always necessary. ([Location 567](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=567)) - Meaningful community engagement is any action by a participant that supports that participant in (1) caring about the welfare of other community members and/or (2) feeling connected to the community as a whole. ([Location 583](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=583)) - Empty engagement is engagement for engagement’s sake. It eats up time and mind space. It also disregards emotional connection or serving needs. ([Location 596](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=596)) - Meaningful engagements relate to the community’s core values and purpose. The engagement also grows or demonstrates mutual concern. ([Location 605](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=605)) - Coercion occurs when someone uses fear and threats to get people to do (or not do) something that the coercer wants done (or not done). ([Location 697](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=697)) - Authentic community leadership asks such questions in a far more collaborative, caring, and connected way. ([Location 706](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=706)) - There will come a time when leadership must share instruction, requests, and requirements. If any of these needs are contextualized outside a conversation of serving, enriching, emboldening, supporting, or protecting the inside, then it’s likely to be coercion. ([Location 710](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=710)) - A community can provide faster feedback for iteration. Designers get pertinent feedback from stakeholders familiar with the problem and interested in a solution. ([Location 792](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=792)) - The concept of belonging also takes the contemporary focus on diversity and inclusion to a higher level, helping employees go beyond “fitting in” ([Location 850](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=850)) - Belonging doesn’t happen by accident. People create it intentionally, using a variety of soft skills, including listening, empathizing, and applying emotional intelligence. In short, when there is a context for community to grow, organizations experience incredible outcomes. ([Location 853](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=853)) - Active engagement. Active engagement means you’re inviting participants (customers) to experience something through membership (e.g., riding their motorcycles), as opposed to strictly passive engagement (receiving company announcements or watching videos of others riding). ([Location 868](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=868)) - Keeping the brand top of mind, but not making the brand priority 1 in all communication. ([Location 876](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=876)) - Using shared experiences to grow trust. If customers don’t have access to shared experiences, they aren’t connecting often or well. Brands must offer events and spaces to encourage shared experiences that can build empathy and trust. ([Location 889](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=889)) - Creating safety so that customers return to participate. If you want customers to keep returning, then the brand must ensure (as much as possible) that the space is safe for participants. ([Location 897](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=897)) - if you’re building a community only to sell stuff, you’re at best building a mirage community. And you’ll look like a manipulative jerk. ([Location 913](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=913)) - A platform almost always involves software that enables participants to connect with shared information. ([Location 1030](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1030)) - The community is the group of friends” (personal ([Location 1033](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1033)) - By advocacy, we mean any organizational effort to motivate individuals outside the organization to enact change. ([Location 1047](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1047)) - Advocacy can be a one-time effort ([Location 1063](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1063)) - Priorities are chosen top-down. ([Location 1064](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1064)) - The top goal is promoting something. ([Location 1065](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1065)) - Relationships trend toward the transactional. ([Location 1066](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1066)) - Relationships trend toward a “wagon wheel” structure. ([Location 1069](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1069)) - You have to invest in a foundation of community first and then engage in advocacy. ([Location 1076](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1076)) - Conversations are prompted. Many social media ([Location 1151](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1151)) - Brand promotion is the primary motive. ([Location 1154](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1154)) - Communication is largely broadcast (one to many). ([Location 1157](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1157)) - In the inception stage, the founding members constitute the community. ([Location 1276](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1276)) - Norms—for example, common terms, behavior patterns, and discussion topics—will establish themselves. Rules for communication and participation etiquette will surface. ([Location 1283](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1283)) - Lurkers live in a gray area between visitors and members. ([Location 1290](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1290)) - The critical mass stage is marked by additional members taking on leadership roles and upholding community guidelines on leadership’s behalf. ([Location 1291](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1291)) - Leaders must recognize this as offering contribution instead of strictly as transactions. ([Location 1296](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1296)) - Resources come to the group without leadership asking for them. This can include volunteer time, event planning, formation of subcommunities, and more. ([Location 1313](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1313)) - Participants find the group without direct invitations to explore membership. ([Location 1315](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1315)) - Organizational priorities will shift away from growth toward ([Location 1318](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1318)) - serving a stable size for more satisfying engagement with current members. ([Location 1318](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1318)) - Separate responsibilities within the organization. ([Location 1323](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1323)) - Carefully check back in on your purpose at regular intervals. ([Location 1325](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1325)) - Facilitate and support relationships between veterans and new members. ([Location 1326](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1326)) - Give more responsibility to the community to give feedback about what is (and isn’t) working, and to manage the parts of the community that they are most passionate about. ([Location 1328](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1328)) - They live the values of the brand and the brand community. ([Location 1363](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1363)) - They already take action in value alignment. ([Location 1368](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1368)) - They have opted in. ([Location 1373](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1373)) - They clearly understand the community purpose. ([Location 1377](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1377)) - They are, or can be, in ready and responsive communication. ([Location 1378](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1378)) - The number of community leaders should be big enough to deliver value and keep the inside safe enough for both members and visitors. ([Location 1428](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1428)) - Activities should be frequent enough that visitors can easily find them when they learn about your community and grow excited to visit. ([Location 1432](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1432)) - New communities need a higher leadership-to-participant ratio than do established communities, because original processes, traditions, and expectations are developing. ([Location 1436](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1436)) - please hire volunteers who demonstrate that they’re competent, helpful, and driven. ([Location 1477](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1477)) - What matters is understanding that even inside very large organizations, there’s a surprisingly small group that wields great influence. ([Location 1523](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1523)) - Ideas matter. How we think about things, about persons, about states of affairs, makes a difference. —Margaret Farley ([Location 1902](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1902)) - create communities that serve both members and organizations. ([Location 1908](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1908)) - it’s critical that not everyone in the world be considered an appropriate member. ([Location 1919](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1919)) - For a strong and tight-knit community, you want only those people who embrace your specific values and purpose ([Location 1920](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1920)) - Gatekeepers are responsible for helping the right people get inside and keeping the wrong people out. ([Location 1924](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1924)) - Leaders may be confused, thinking that avoiding discrimination means allowing everyone in all the time. This is a recipe for shallow experiences and unsafe gathering spaces. ([Location 1930](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1930)) - We call it fronting or avataring when participants only show us the parts of themselves they are comfortable revealing to strangers. ([Location 1947](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1947)) - Invite feedback for your guidelines regularly, and really listen. ([Location 1966](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=1966)) - Someone notices they arrived. ([Location 2029](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2029)) - They have access to someone to speak to, connect to, and receive guidance from if needed. ([Location 2029](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2029)) - They experience a facilitated connection to other participants (such as an introduction). ([Location 2030](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2030)) - They can (or do) receive guidance on how to navigate the experience at hand. ([Location 2031](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2031)) - A manager’s first job is to ensure that whatever is promised to participants will be found in the community. This can include information, training, friendship, or even just a good time. ([Location 2054](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2054)) - “What will participants get out of this experience that enriches them?” ([Location 2070](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2070)) - Whenever we invite members into participation, we ask for some commitment from them, no matter how big or small. ([Location 2071](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2071)) - A successful brand community manager will advocate for members’ needs and vision to the ultimate brand leadership. ([Location 2081](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2081)) - As leaders inviting people together and creating experiences, we need to allow and support with time, space, and permission the intimate experiences that connect participants. ([Location 2175](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2175)) - At campfires, we have proximity, permission, and conditions to connect meaningfully with others. Most important, campfires are small enough that everyone can participate, if they choose, and feel seen. ([Location 2182](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2182)) - digital community spaces work best in particular circumstances: ([Location 2404](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2404)) - As a supplement to an offline community ([Location 2405](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2405)) - As a space to discover others with shared identities, interests, and location ([Location 2405](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2405)) - Where participants’ accessibility to one another is a problem ([Location 2406](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2406)) - Authentically acknowledge members as they arrive for who they want to be known as. ([Location 2415](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2415)) - Leaders should not only model the ideal behaviors of the community but also recognize others who do the same, both in larger and private spaces. ([Location 2426](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2426)) - Time for participants to talk to one another. Participants ([Location 2459](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2459)) - Sound conditions that allow for real conversations. ([Location 2463](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2463)) - A gatekeeper protects the boundary. ([Location 2472](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2472)) - “The name tag isn’t for you. It’s for the people who want to talk to you.” ([Location 2482](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2482)) - The Art of Gathering, ([Location 2503](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2503)) - Organizing participants ([Location 2510](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2510)) - Connecting participants emotionally ([Location 2511](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2511)) - Educating participants in a manner consistent with community values and goals ([Location 2511](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2511)) - Media. This is any text, visual, or audio resource that supports emotional connection, organization, and/or education. ([Location 2519](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2519)) - Shared experiences. These are events that emotionally connect, organize, and/or educate participants. ([Location 2520](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2520)) - If your event will help participants connect, then ensure you’ve structured it so that they can connect, instead of standing around wishing they could find deeper connection. ([Location 2534](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2534)) - Educational content helps participants do something better and grow into who they want to be. ([Location 2544](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2544)) - The stories your community shares reflect your lived values ([Location 2548](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2548)) - Content must celebrate the people within the community. ([Location 2570](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2570)) - Vulnerability is something that has to be “earned” by a group. ([Location 2592](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2592)) - Participants ask for help and (ideally) find it. ([Location 2596](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2596)) - Self-sharing and help-seeking arise because you’ve adequately prepared and offered the space. ([Location 2602](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2602)) - Good leaders encourage participation regularly and often. ([Location 2609](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2609)) - External motivation drives us to action in order to get a reward or avoid punishment. ([Location 2626](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2626)) - Usually, externally motivated participants don’t build supportive, caring, and patient relationships with the competitors they’ve got to beat. ([Location 2632](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2632)) - Internal motivation comes from inside us and feels like a natural part of ourselves. ([Location 2634](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2634)) - When we are internally motivated, no one else needs to provide anything more to inspire us to action. ([Location 2635](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2635)) - To be effective, all authentic community invitations need a context that supports all three conditions:3 Choice: the ability to say yes or no to membership and participation. Connection: connecting to other people. We’ve discussed connection a lot in this book. Members want to be recognized by others and accepted for who they are, and they want to know that others care about their welfare. Progress: advancement toward a purpose. ([Location 2641](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2641)) - This includes honoring all internal and external motivations. ([Location 2714](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2714)) - incentive appeals to external motivation for someone to take action. ([Location 2717](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2717)) - Tokens are often given after a participant contributes in action. ([Location 2727](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2727)) - In acknowledgment, someone specifically articulates the contribution a participant makes (or made), without judgment. ([Location 2734](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2734)) - In community, we want to be seen for who we are and the contributions we make. ([Location 2783](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2783)) - The strategy will only work short-term. ([Location 2894](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2894)) - Gamification refers to using game mechanics to manage a group, usually by introducing competition among members. ([Location 2942](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2942)) - Gamification is designed to help motivate groups to do things— ([Location 2945](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2945)) - The game encourages and rewards cooperation among participants. ([Location 2982](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2982)) - The rewards serve only to acknowledge participant success rather than provide real material value. ([Location 2984](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2984)) - Losing the game does not meaningfully harm participants’ status. ([Location 2986](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2986)) - The game is non-zero-sum. Everyone can grow by playing. ([Location 2990](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2990)) - Sitting out is OK and not a status-losing choice. ([Location 2993](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2993)) - It’s never a problem that other members are winning. ([Location 2995](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2995)) - Everyone wants winners to win. ([Location 2997](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=2997)) - Community activities: experiences offered to members. ([Location 3036](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=3036)) - Community health: Members’ satisfaction that they feel supported, included and accepted. ([Location 3037](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=3037)) - Organization outcomes: Behavior, skill, or resource that supports organizational goals.1 ([Location 3038](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=3038)) - Gross size: membership, visitors, attendees, readers. ([Location 3059](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=3059)) - Conversion rate: how many people convert from visitors to members. ([Location 3059](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=3059)) - Churn: how many members drop out. ([Location 3060](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=3060)) - Meaningful engagement: Experiences that indicate participants develop or show mutual concern. ([Location 3060](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=3060)) - Qualitative research often includes open-ended survey questions, focus-group conversations, in-depth interviews, direct observation, and the like. ([Location 3064](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=3064)) - Quantitative research (surveys with rating scales, for example) may help you recognize trends and surprises. ([Location 3065](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=3065)) - In any worthwhile community, we believe that others will be generous with us when we need it and, even better, when we don’t need it. In turn, most of us want to generously contribute to others in some way. ([Location 3231](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=3231)) - Whether they are paid or are volunteers, members participate because they care. ([Location 3278](https://readwise.io/to_kindle?action=open&asin=B07Y3V1J8M&location=3278))