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Secrets to Launching a Community / The Company's Purpose

2023年4月29日 22:32

Hello, this is Mitz from CommuCal.
At CommuCal, we are constantly promoting the planning and operation of over 20 companies/communities, and we receive consultations on "community launching" from various companies and individual community promoters every month.
This time, regarding that "community launching," I will briefly convey the importance of the "company's goals" among the important points.

This article is recommended for the following people

Those who want to start a community from now on
Those who are operating a community
Those who are interested in community operation

A community that matches its purpose and participants

First, the most important premise is that it "matches the purpose and participants." Realizing this leads to the success of the community.
This is based on my actual experience of operating numerous communities.

"Matching," while easy to say in one word, is something that cannot be realized without going through many considerations and steps, such as "how to make it match. I will explain these steps in four stages.

4 steps to take first in promoting a community that matches its purpose and participants

As mentioned above, this article is about the first step among these: "Clarifying the company's own purpose."

Clarifying the company's own purpose

"Clarifying the purpose," this is an obvious phrase for doing anything, and it is nothing special right?
What I want to say here is not "your purpose," not "the person in charge's purpose," not "the department's purpose," but "the company's/organization's purpose. Many communities are currently being utilized only within the scope of the person who started them (the person who launched the community), such as "marketing staff operating a community to expand the market" or "CS staff operating a community to increase the satisfaction of the customers they are in charge of."

That is not wrong. However, there are many patterns where the community cannot be continued if it does not lead to expected results or results beyond expectations, and there are also patterns where community promotion stagnates or stops because that cannot be achieved.
To avoid that, it is necessary to

"lead to major results," and as a means to realize that, it is necessary to "involve all departments" and "find/define the purpose of community promotion as a company."

Be conscious of the KPIs of all departments and the KGI of the company

Even if you say "involve all departments," if you just say "Please help! Please cooperate!," surely no one will move.
*There is a possibility that people who like communities or kind people will move, but if such people exist, that is just good luck.
Then how do you involve them? That is where it is effective to tell each department that it "leads to KPIs and leads to KGI" and make them conscious of it.

The difference between having and not having the cooperation of each department is like heaven and earth

A community supported by a company must have company-side actions that contribute to the purpose and benefits of the participants, rather than leaving it to the participants' actions. *Sales activities that feel unpleasant to participants are naturally NG, but
to increase company-side actions & keep them stable and continuous, involving multiple departments is very effective.

For example, an event where useful technical information is disseminated and feedback is gathered from users this month, an event to introduce new services next month, and constantly responding to Q&A on Slack to increase satisfaction through interaction with users,
by having each department that is good at it handle it as their own work without strain, the amount of company-side action increases, and if mutual recognition, understanding, and a spirit of cooperation/system are born between departments, there is a possibility that 1+1 will not be 2, but 10 or 100.
Therefore, it is very effective and important to move to involve the entire company without thinking in a narrow scope when first launching a community.

Finally

I have made a video of the story so far, with a talk that includes a little more of my, Mitz's, thoughts. Please take a look.
*I am disseminating information to learn about communities, so if you are interested, please subscribe to the channel.

Also, I am operating a community to learn about community operation. I also hold events regularly, so if you are interested, please join us.