Strategy, Experience, And Launching New Communities

Visible recently launched their community.

You can see what it looks like below:

There doesn’t seem to be much of a strategy guiding this community.

The community doesn’t have a unique name, the listed benefits (questions, tips/tricks, knowing fellow visible members) doesn’t match what most members want (saving money by finding parties to join), the use of accepted solutions in many posts feels off, there’s no clear journey for newcomers etc…etc…

It’s also not the most enticing experience. There is no activity on the homepage and the majority of activity seems to focus on people looking to save money. There aren’t really any clear cultural expectations of the community.

Compare this with the recently launched Mural community.

While I’m not the biggest fan of the hero image design, the rest of the community is quite well developed. It’s clearer who the community is for, what’s expected, it feels lively, there are designated routes for newcomers, and the positioning/value of the community is a lot clearer.

This is why community strategy really matters. It guides every other decision you make. From platform selection, design, community manager recruitment, journeys members take etc…

If you’re developing a community without a clear strategy, you’re probably making each decision adhoc. That’s neither effective, efficient, or beneficial to your members.

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