Plotting Out The Moments

Pinching members from existing communities is hard.

When you begin studying your members in detail, you usually learn this is the first community for that topic for most of your members.

The best way to grow a community isn’t to target people who already participate in one.

Target the far bigger percentage of people that don’t.

You need to identify moments where you can reach them.

An obvious moment is a newcomer who is just getting started. If someone is just getting started golfing, they might want to know what clubs they should buy, how much to spend, where they can find a local golf course. Look a little deeper and the questions are usually related to trust. They don’t know who or what to trust yet. They’re worried about making costly or embarrassing mistakes. You can target content, discussions, and videos specifically at this group.

Another moment is when people make comparisons. This is when they have some knowledge of what they’re doing. People choose between two types of golf clubs (or iPhones or tech platform etc…). Discussions in this area tend to be popular.

Another is when people begin to consider themselves good at what they’re doing. They want to know who is the best. How do they rank compared to others? You can create a ranking system (subjective or not) to show people how they compare. You can embed a referral system within the process.

Remember each of these is about emotions. Joy, fear, jealousy, anticipation.

You can map out the journey if you like. Look for the moments a regular person goes through. Find the potential moments where they will go looking for support, comfort, or information. Satisfy that need.


  1. Nick Emmett says:

    This is a great read and reminder - it’s also very appropriate if you have a community that’s for your customers, so not necessarily an open community. Find out where the moments are within your customers’ lifecycle and figure out where the touchpoints could be, and what you want to say at each of them. Be clear internally of what value your customer can receive at each step.

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