community is eating the world - CIETW: Recent Episodes
Niklas Lohmann
a podcast focused on the commercial side of community - what do investors, management need to understand about this super trend?
Why are health communities such a big deal? Maybe because chronic disease consumes 80% of health care budgets? And because health communities are very cost-efficient enablers for patients? Patients with diabetes, high blood pressure, mental health challenges - self-organize on health communities today. Prediction - With the pairing of wearables, health apps and community, healthcare will be both cheaper, more human and way more effective than before. It is a huge market waiting.
Small businesses are increasingly using private customer communities to win the customer back from Big Social. Why is this? How can small businesses create a wedge between the consumer and the big powerful Social Networks? What is this secret thing that only small, niche, and local businesses can use? Also, is this the death of email newsletters? Simon and Niklas discuss what drives this trend and the economics behind it
Could you follow the trend and add community to your product? Product communities are the second drop of espresso in the double espresso principle (social media dynamics 'hooked principle' being the first). Asics, Lego, Fitbit, Peloton, Harley-Davidson are just a few that employ this dynamic - but what is community in a product setting? How can you use this for your product? Before your competitor does...
Could you do "a Salesforce" with your complex product? Fasttrack a global rollout with an army of loyal people? How did Salesforce manage to attract 2 million competent resellers? And turn these into a global go-to-market force? This podcast discusses fast roll-outs of complex products with reseller communities
A community can add two potent espresso shots to your product: (i) the hooked principle. Adding this means adding the same dynamics that Facebook, Instagram, TikTok are using when hooking users to their platform. This espresso shot is all about adding extremely habit-forming mobile social experiences to engage your customer. You can also add Community (ii) - the power of purpose, people signals, a common mission, network effects... No wonder brands are starting to add both principles to their products. Even one drop is enough to game-change most products - add two, and you are on a mission to Mars 🚀
👉 Nir Eyal - Hooked principleÂ
👉 Neuroscience marketing on hooked principle
or simple google 'images Nir Eyal hooked' for images about the hooked model
Why all the fuzz with community?
Mega-trend 'community' picked apart in 15 minutes by Niklas Lohmann (CEO and co-founder at haaartland). Community as winning factor and value driver for Airbnb, Salesforce, Fitbit, Peleton and thousands more. How much did their competitors lose by not going for community? 3 must articles to read + Why Andreessen Horowitz is so bullish of community