This is a guest post from Douglas Atkin, CEO at The Glue Project and author of “The Culting of Brands.” What happens between the moment of birth and spawning (when the community is mature-the subject of the last post)? Communities go through recognizable life-stages as they grow. You should be aware of them because you can…
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Douglas believes that community is the engine of loyalty -- to companies, brands, religions, causes, sports teams, whatever -- and that social glue is generally a good thing. He works with organizations to create to create stronger glue through better community platforms and programs. He does this through his venture: The Glue Project.
What happens when your community grows up?
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The 5 ingredients of community glue
This is a guest post from Douglas Atkin, CEO at The Glue Project and author of “The Culting of Brands.” It may seem trite to have a list of ingredients. We’re talking about high-functioning communities here, not a sponge cake. But over and over, the same motivations, techniques and principles emerged as I talked to members…
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What is a community?
This is a guest post from Douglas Atkin, CEO at The Glue Project and author of “The Culting of Brands.” I keep being asked this question. Not surprising really, since I go on about community a lot. And perhaps not surprising because it’s one of those culturally familiar, but rarely examined ideas like fairness, or even…
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Keep your community obviously active
This is a guest post from Douglas Atkin, CEO at The Glue Project and author of “The Culting of Brands.” An active community will keep its members. But being obviously active will attract new ones. People stay in active communities because they do stuff that satisfies their original need for joining. And because they’re interacting with…
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Emotional Loyalty vs. Transactional Loyalty
This is a guest post from Douglas Atkin, CEO at The Glue Project and author of “The Culting of Brands.” The distinction between these two kinds of loyalty came home to me last summer when I was participating in a brainstorming session on behalf of a major Big Box retailer. They wanted to develop a loyalty…
