Robert and Daphne Mallory are a husband and wife writing, editing and marketing team in the business and telecommuting sector. A former journalist and an attorney, they consult with political campaigns, large corporations, small businesses and anyone else that needs a kick in the pants to make their dreams come true.
In Part 1 of this series, we explored the idea that leading a tribe is the key to entrepreneurial success. A tribe is only a tribe if the members are connected to one another. Your job is to provide the means for connections, based on their preferences and where they gather. You also have to know what the best fit for your tribe is. According to Seth Godin, author of “Tribes,” great leaders establish the foundation for customers, employees and other groups to make connections. Your tribe is waiting for you to do that and it’s a marketing strategy that will propel your idea into a profitable reality.
Online Forums
A web forum is a great way to get tribe members to communicate with one another. Members can register and have access to the forum to view posts by you and other members. They can talk freely to one another, exchange ideas, solve problems and keep your micro-movement alive. Forum members often become a great resource to one another and end up doing some jobs you would hire an employee to do. You’ll need to moderate it, or hire moderators in order to maintain professionalism and eliminate inappropriate behavior. It also provides constant content which can lead to a higher ranking in search engine results.
Social Media Networks
Many tribe members are also passionate about one or more social networking sites. They connect with one another on a daily or even hourly basis. Whether it’s posting updates, sharing links or spreading videos, your tribe may be utilizing social media to connect with one another. You can take advantage of that by pulling together your tribe on these platforms. Here are some examples:
- Create a Facebook Fan Page and update it with video and other content
- Encourage blog readers to post comments
- Start a LinkedIn group and generate conversations
- Send @replies so that your Twitter followers can join your conversations
You don’t have to use every social media platform available. The best approach is to be present on the top social networking sites where your tribe already gathers. Help them to facilitate connections and lead them in some of the conversations.
Live Events
The Internet is not the only vehicle that tribes use to connect with one another. Many people still use face to face connections and prefer it. Live events are a fun way to get your tribe together, as well as to motivate, inform or entertain them. For example, concerts are a tribal event. A group of individuals who follow a band or artist gather together in one space to share an experience. There are many other examples, such as conferences, trade shows, retreats and grand openings. Don’t exclude events from your marketing mix to focus solely on online activities.
Base your decision on the natural inclinations of your tribe. If your group congregates online, then a natural fit may be to launch an online forum. If tribe members prefer more personal interactions, then you should consider planning live events. Look to strengthen or create platforms that will connect your tribe on a regular basis.
