My slides for a presentation I gave on Feb 16th in Fraktio's Perjantaipresis. You can find the video and a blog recap for the post at http://hamatti.org/perjantaipresis

1. COMMUNITIES
IN
MARKETING
Perjantaipresis 02/16/2018
Juha-Matti Santala
@hamatti

2. WHO AM I?
Everyone calls me Juhis
@hamatti
15 years of building communities
Background in web development
Love playing board games
Founder of Turku <3 Frontend
Founder of Koodimentori
Community Host @ Buffer
PS. I love MHM’97

3. hirejuhis.com

4. COMMUNITY
A long-term marketing plan
People. People. People.
Needs resources
Social media != Community
(IN MARKETING CONTEXT)

5. STORY TIME!
5 Case Stories of Communities

6. COMPANY & FRIENDS
CASE 1

7. COMPANY & FRIENDS
An exclusive group of super-users
(make them feel special!)
!
Direct connection to most passionate users
Platform to share good and bad experiences
(you can show your amazing customer service)
!
People will talk about your product
!
People want to invite their friends
Case Wolt

8. COMMUNITY LEADERS
CASE 2

9. COMMUNITY LEADERS
Selected members become hosts or ambassadors
Engagement and reward system
Make the community work for you
Offer perks in return
(swag bag, unlimited access to product, mentoring/connections)
Case Buffer

10. RECRUITMENT
CASE 3

11. RECRUITMENT
Not all companies have products
Community as a recruitment pipeline
Build a community of professionals
Give them something to like
Workshops, hackathons, conferences, etc
Case Fraktio

12. PARTNERSHIP
CASE 4

13. PARTNERSHIP
When you don’t need full-time community
Partnerships with existing communities
Host a meetup, sponsor an event, send a speaker
Case Turku <3 Frontend

14. NATURAL COMMUNITIES
CASE 5

15. NATURAL COMMUNITIES
Sometimes communities are born without you
How do you react?
Embrace, don’t conquer
!
PS. Learn from gaming communities
Case Virbank/HeyFonte

16. WELCOME
BONUS CASE

17. WELCOME
First impressions matter a lot
What happens when someone enters
your community for the first time?
!
JES Fist Bump
Case
Jyväskylä Entrepreneurship Society

18. TOOLS AND
RESOURCES
How do you continue from here?

19. HIRE ME!
How can I help you?
!
I’m looking for a community building job in
Helsinki/Berlin/Amsterdam/London area.
!
https://hirejuhis.com

20. COMMUNITY CANVAS
Inspired by Business Model Canvas
Identity • Experience • Structure
17 Themes
https://community-canvas.org/

21. BOOKS AND ARTICLES
community.is newsletter
Tribes: We Need You to Lead Us by Seth Godin
The Art of Community by Jono Bacon
How to Win Friends and Influence People by Dale Carnegie
Fierce Loyalty by Sarah Robinson

22. THANKYOU ❤️
Juhis
@hamatti
!
Slides and video at
http://hamatti.org/perjantaipresis/
!
juhamattisantala@gmail.com
| icons by Flaticon | slide design by Canva |