3. Why do we “tribe-in”?
• Sense of belonging. It's our survival mechanism, the most
powerful one.to be part of a tribe, contribute to (and take
from) a group of like-minded people.
• We are drawn to leaders and their ideas
• We can't resist the rush of belonging and thrill of the new
4. Your product’s tribe
(aka Target Market Segment)
• It’s the reason you exist, right?
• Does it exist already?
• Do you need to assemble it?
• Will it attract fans?
5. Do you believe in what you do?
Everyday?
• It turns out that belief is a brilliant strategy
• Customers buy when they believe that you believe.
• It is stronger than a portfolio filled with company logos who
presumably were happy with your service.
• Can you share this passion? Can you talk about your “culture”
everyday? On your social channels? Can you write a blog post
each week to share openly what you've learnt or how's your
product progressing without feeding your competitors?
6. How do you assemble your
tribe?
• Set a shared interest
• Create ways of communication
• Leader to tribe
• Tribe to leader
• Tribe member to tribe member
• Tribe member to outsider
7. ...in other words…
• Create culture around their goal and involve others in that
culture
• Have an extraordinary amount of curiosity about the world
they're trying to change
• Use charisma (in a variety of forms) to attract and motivate
followers
• Communicate your vision of the future
• Commit to a vision and make decisions based on that
commitment
• Connect your followers to one another
8. Your product is a “Movement"
• It happens when:
• People talk to one another
• When ideas spread within the community
• When peer support leads people to do what they always knew
was the right thing!
• Great Products create movements by empowering the tribe to
communicate instead of commanding people to follow them.
Apple Skype
10. THE PROBLEM AND SOLUTION
WERE KNOWN 30 YEARS BEFORE
YUNUS!!
Why did it take 30 years to gain steam and become a
movement?
11. What’s a Movement?
• Narrative that tells a story about who we are and the future
we're trying to build
• A connection between and among the leader and the tribe
• Something to do - the fewer limits, the better
Connect
Motivate Leverage
Movement
12. When does a movement happen?
• When people talk to one another
• When ideas spread within the community
• When peer support leads people to do what they always knew
was the right thing!
13. Tribes aren’t about stuff
they’re about connections
• A tribal connection you can create with leadership GROW and
doesn't fade. These connections lead to more connections!
• The tribe thrives, delivers value and spreads. On the internet
that's called viral marketing!
GREAT IDEAS SPREAD!
14. Your Fans
• Your followers are your most important asset
• Each one of them is equally important
• Remember,
• They can opt-out any time
• You don’t control them
• What makes them follow you is FAITH AND BELIEF
16. Fans vs True Fans
• True fan:
• a member of the tribe who cares deeply about you and your
work.
• He would buy from you, bring his friend to you, or invest a little to
support you.
• Example:
• A true fan, will promote Hamza Namira in his school. will buy an
extra ticket for his friend without asking him. Or even gift CDs to
his relatives!
• Most organizations care about numbers, not fans. Turn your
casual fan into a true one.
17. Crowd vs Tribe
• Crowd is a tribe without a leader or communication
• Most organizations spend their time marketing to the crowd
• Smart organizations assemble their Tribe
18. Don’t target “most people”
• As a bootstrapping startup on low-budget, avoid “most
people” at early stages because they…
• Work hard to fit in
• Like eating at places where they've eaten before
• Started using Twitter this year
• Are afraid
• Love status quo
• Would like the world to stay just as it is
• Aren't curious
19. Your 1%
"In every community, 1% are the givers“
Citizen Marketer by Ben McConnel and Jackie Huba
• Examples
• Wikipedia
• Youtube
• Radio show callers
21. Principles
• Transparency really is your only option
• Your movement needs to be bigger than you
• Movements that grow, thrive
• Movements are made most clear when compared to the
status quo or to movements that work to push the other
direction
• Exclude outsiders
• Tearing others down is never as helpful to a movement as
building your followers up
22. Steps
1. Publish a manifesto
2. Make it easy for your followers to connect with you
(virtually and physically)
3. Make it easy for your followers to connect with one another
4. Realize that money is not the point of a movement, it just
enables it
5. Track your progress, and make it public!
23. Don’t send a message,
tell a story
• Is your story worth telling?
• Good stories sell and spread
• To create that story, make me believe in your movement
• Answer this with passion:
• What do you do for a living?
• What do you make?
• Your response has to be passionate each and every day!
• Make others live your story. Make them care that they are
curious about your progress the next day
24. Set your Goal(s)
• Publicly • Internal
• Communication • Employee Engagement
• PR • Product Development
• Marketing • Communication
• Branding • Recruitment
• Sales • Change Management
• Knowledge management • Management
• Customer Service
• Traffic
26. Your Social channels
is everyone’s responsibility
• It’s part of your culture to engage with your tribe
• Set targets:
• # Blog posts per day? Week?
• Facebook posts or Tweets frequency
• Use tools to streamline collaboration
• Hootsuite lets more than one person manage the same twitter
account
27. Do you listen carefully?
• In Alef bookstores
• We continuously monitor keywords that are relevant to book readers
• We track online-users and engage with those who seem struggling
• Social media monitoring tools:
• http://wiki.kenburbary.com/
28. Monitor your KPIs
• Interactions:
• Recommendations
• Reviews
• Complaints
• Mentions
• Testimonials
• Re-tweets and Shares
• Performance
• Responses time, quality and customer satisfaction
32. Iteratively build products
that critics will criticize
Don’t hold yourself back because of the bad feeling of criticism.
Compare it to the benefits of actually doing something while others are
still in fear.
Editor's Notes
In my presentation I will talk about what it takes for your company to use the new marketing tools since companies need to realize that the new marketing tools aren't just "another channel" that they can pick. It takes a whole organization to change to be able to ride the digital revolution. There are trends that each organization need to be aware of before stepping into the social media age. Examples: · Amplification of the voice of the consumer and independent authorities · Direct communication and commerce between consumers and consumers I will focus on case studies (from Egypt and international) I will give takeaways steps that they can “try at home”
Most organization fail to do anything but the third :(
Steve JobsProphet Mohamed
1- Give it a try and make it easy for the manifesto to spread far and wide. It should unite your tribe members and give them structure. It doesnt have to be printed or even written! It's a mantra or motto. A way to look at the world.4-cashing out will risk the movement's growth)
No wonder the quran is full of stories. Human change with indirect messages far better than direct messages. Think about it!
"The only failure worth fear is death, other than that I am OK and I will survive"
