Swimbert Podcast #7: Coloring Outside the Lines

The two-day-before-Thanksgiving ‘cast sees our mavens pondering questions like “Why?” and “Sez Who?” in the context of marketing and social media. They also send out a big THANK YOU to Paul “Bolofeesh” Durban for their gorgeous new blog header!

Swimbert Podcast #6: The Making of the Tribes Q&A Ebook

In this episode, Karen and Trish talk with Megan Elizabeth Morris about the making of the free Tribes Q&A Ebook, the companion to Seth Godin’s Tribes, created by the members of his Triiibes community.

(P.S. Trish is a) giving a special prize to whoever accurately counts how many times she says’ “y’know” in this ‘cast, and 2) working hard to stop doing that.)

Tribal attraction…what makes it or breaks it?

I have been interacting with several online communities over the past few weeks, from Seth Godin’s Triiibes to the folks on Twitter and Facebook. Several communities that I’ve been invited to join are still in the testing stages, others have been around for a while.

I’m just finishing up a stint as a volunteer helping put together a new ebook related to Seth’s book, Tribes, and Triiibes the tribe itself, and I find a very strong contrast between this group of people I’ve come to know over the past few months and the other communities I roll around in.

In short, the difference is a marked lack of self-promoting commercialism.

Seth made it very clear from the get go that participation in Triiiibes is not about beating your own drum, selling your own products/services, or otherwise singing “me! me! me!” He followed that up by walking the same talk–other members of the tribe promoted him, but he didn’t reallly do much himself (he doesn’t really have to, does he?).

Seth also followed through by expelling a member (only one that I know of) who did not heed requests or warnings and continued to post blatant self-promotion on the site. The result is a group of amazing people who, while they definitely have their own enterprises and interests that they want to succeed in, come together to collaborate, discuss, and hang out without wearing sandwich boards or blaring advertisements all over the place. This is not to say that we don’t know about what each other does, or that we aren’t allowed to mention our work or what we’re doing–it’s just that we know that our reason for being on the site is something else.

In contract, of course, places like Facebook and Twitter are all about commercials. Yes, we talk about our lives (a little) and our passions (a little), but most of us include self-promotion as a major part of our intereactions. Nothing wrong with that. I think, though, that the inclusion of commercials in our interactions inhibits the growth of the kind of relationships I’m seeing and feeling on Triiibes.

Facebook and Twitter aren’t supposed to be a Triiibes, so all is well. But the newer communities I’m involved in–the ones still in beta–DO purpot to be more of a Triiiibes than Twitter. EXCEPT, self-promotion is allowed. In fact, the originators of the communities have set the tone by using their creations as places to promoted their stuff…and the members are following suit. And I find that I am not as attracted to those sites (when I have some free time to “talk” to someone) as I am to Triiibes.

I think I may be on to something here. Absence of individual agenda, I am suspecting, is an important factor in building a strong, motivated, connected community/tribe. As soon as the commercials start, the members (especially the ones who would otherwise be the best evangelists and leaders) will tune out.

Hyped and Hopeful, Now What?

Image by ADoseofShipBoy via Flickr

Written by Karen D. Swim

Throughout the US election season, there were many articles, and commentaries, which dissected the campaigns, messages and strategies of the candidates. As we look back there are still so many takeaways that can help us in our business  Today, however,  I am interested in looking forward.

President Elect Obama developed and implemented a successful marketing campaign. He rallied a fervent tribe of supporters who hopped aboard The Change Train. The campaigning is over, the election is won and our 44th President of the United States must deliver on the promise. It is a challenge that I do not envy. The expectations are high and his every action is now being closely watched.

Who among us would not want to develop a wildly successful campaign that won us a large and loyal tribe of customers? A tribe that wore the t-shirt but also worked hard to convince others to do the same is downright enviable. Ah, but when the product is launched, the deals are closed and the tribe has purchased we must ensure that we fulfill the promise.

Many small or solo business owners may spend a great deal of time on the message and too little time on delivery. You may have created a kick-butt product but what happens when people order? If you are flooded with more orders than expected, will you be able to keep your fulfillment promise? Is every step of your process, even those that are outsourced to others aligned with what you promised your customers? Are you prepared for your system to fail?

Creating a tribe is wonderful but you must also be able to sustain them. Fulfilling their expectations is one way to deepen the loyalty and preserve the relationship.

Have you ever experienced a company not fulfilling your expecations? What did you do? Have you used those lessons in your own busines?