10:17 — Austin is the greatest place on earth.
10:18 — Community – The most misunderstood word on the internet.
10:19 — Just because you throw up a site or get some likes on Facebook doesn’t mean you have a community.
10:20 — There is a difference between being a neighbor and being neighborly.
10:21 — Read: The Revolution Will Not Be Tweeted by Malcolm Gladwell
10:23 — Dunbar’s number – Humans can’t keep track of more than 150 relationships at a time. How many friends do you have on Facebook?
10:24 — #1 It is not, nor will it ever be about your product.
10:25 — It is about the customer, their ego, or about what the product does.
10:26 — There is a fan club around WD-40.
10:27 — Some guy used it on his fish bait and shared what he did with his followers on twitter.
10:28 — #2 Don’t seek out influence create it.
10:29 — Find people that already love your brand and highlight them.
10:30 — #3 Your community is not for everybody.
10:31 — A gated community is a great thing. not everyone needs to apart of it.
10:32 — #4 Find your Rally Cry.
10:33 — Don’t mess with Texas
10:34 — Everyone once to be apart of something greater than themselves.
10:35 — #5 Think about content differently.
- Compression -> Deepening.
- Disposability -> Timelessness
- Curation -> Creation
- Self-promotion -> Self-relection
10:39 — Q: How do you justify your time and effort?
10:40 — A: We started with something small that was low cost, and built it from there. We do campaigns with the mindset that it could be de-funded tomorrow.
10:42 — Q: How do you build a community when you don’t have a product, but instead offer a service?
10:43 –A: Turbo Tax has a community. USAA users love that company. The people are there, you just need to tap into them.
10:44 — Q: Who leads a community?
10:45 — A: Jerad from Subway is a great example. Find people that like your brand and make them leaders, they will love it!