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COMMUNITIES
IN
MARKETING
Perjantaipresis 02/16/2018
Juha-Matti Santala
@hamatti
WHO AM I?
Everyone calls me Juhis
@hamatti
15 years of building communities
Background in web development
Love playing boa...
hirejuhis.com
COMMUNITY
A long-term marketing plan
People. People. People.
Needs resources
Social media != Community
(IN MARKETING CONTE...
STORY TIME!
5 Case Stories of Communities
COMPANY & FRIENDS
CASE 1
COMPANY & FRIENDS
An exclusive group of super-users

(make them feel special!)
!
Direct connection to most passionate user...
COMMUNITY LEADERS
CASE 2
COMMUNITY LEADERS
Selected members become hosts or ambassadors
Engagement and reward system
Make the community work for yo...
RECRUITMENT
CASE 3
RECRUITMENT
Not all companies have products
Community as a recruitment pipeline
Build a community of professionals
Give th...
PARTNERSHIP
CASE 4
PARTNERSHIP
When you don’t need full-time community
Partnerships with existing communities
Host a meetup, sponsor an event...
NATURAL COMMUNITIES
CASE 5
NATURAL COMMUNITIES
Sometimes communities are born without you
How do you react?
Embrace, don’t conquer
!
PS. Learn from g...
WELCOME
BONUS CASE
WELCOME
First impressions matter a lot
What happens when someone enters
your community for the first time?
!
JES Fist Bump...
TOOLS AND
RESOURCES
How do you continue from here?
HIRE ME!
How can I help you?
!
I’m looking for a community building job in 

Helsinki/Berlin/Amsterdam/London area.
!
http...
COMMUNITY CANVAS
Inspired by Business Model Canvas
Identity • Experience • Structure
17 Themes
https://community-canvas.or...
BOOKS AND ARTICLES
community.is newsletter
Tribes: We Need You to Lead Us by Seth Godin
The Art of Community by Jono Bacon...
THANKYOU ❤️
Juhis
@hamatti
!
Slides and video at
http://hamatti.org/perjantaipresis/
!
juhamattisantala@gmail.com
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Communities in Marketing - Perjantaipresis

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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

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Communities in Marketing - Perjantaipresis

  1. 1. COMMUNITIES IN MARKETING Perjantaipresis 02/16/2018 Juha-Matti Santala @hamatti
  2. 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. 3. hirejuhis.com
  4. 4. COMMUNITY A long-term marketing plan People. People. People. Needs resources Social media != Community (IN MARKETING CONTEXT)
  5. 5. STORY TIME! 5 Case Stories of Communities
  6. 6. COMPANY & FRIENDS CASE 1
  7. 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. 8. COMMUNITY LEADERS CASE 2
  9. 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. 10. RECRUITMENT CASE 3
  11. 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. 12. PARTNERSHIP CASE 4
  13. 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. 14. NATURAL COMMUNITIES CASE 5
  15. 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. 16. WELCOME BONUS CASE
  17. 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. 18. TOOLS AND RESOURCES How do you continue from here?
  19. 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. 20. COMMUNITY CANVAS Inspired by Business Model Canvas Identity • Experience • Structure 17 Themes https://community-canvas.org/
  21. 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. 22. THANKYOU ❤️ Juhis @hamatti ! Slides and video at http://hamatti.org/perjantaipresis/ ! juhamattisantala@gmail.com | icons by Flaticon | slide design by Canva |

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