How to Evaluate Your Brand Community

Category: Community Marketing (Tribe Lab)

In order to evaluate your Community, you have to look at its overall health. Based on the social psychology of communities, our Tribe Lab has identified seven key factors to develop a healthy community: passion,  vision,  tribesman, leader, platform, content and trust.

What does a healthy community look like?

We’ve outlined a number of benefits in our Introduction article that talk about the importance of community.

Unlike advertising, investing in your community is never just a drop in the bucket.  We’ve spent years working with clients and we’ve realized the campaigns that contribute to building a community have the best ROI and long-term pay off. Community is priceless and the more you invest, the more it gives back.

It’s unbelievable how loyal and giving your community can be. They become a source of market research (which is costly in itself) and also be the first to spread the word about your latest product and/or service.  

The goal isn’t the size of your membership overall, it is the depth of the relationship you have with your Tribesmen, and how many Tribesmen you have in your community. Fostering those relationships is more important than the number of Tribesman you have. Regardless of the number of members you have in your group, your Tribesmen are the key members you need to nurture.

Note that the healthier your community, the more Tribesmen will come into the mix. Focus on building a healthy foundation and the members will come.

Tribe Lab Test: Test How Healthy Is Your Community?

Take our Tribe Lab Test so we can see where your community can do better.  The more honest your answer, the more likely we are able to rate it.  It’s helpful to get a trusted Tribesman to answer these questions so that it’s not so biased.  We can also do a more in depth test for you if you like, just contact us if you have any questions.

Check all that apply:

PASSION

  • Has to be positioned well with your brand, can’t feel forced.  No hard fast rule, but must not be more than one degree of separation from your brand’s passion.  

  • Representative of the values your product holds

  • Timeless passion – cannot be a trend or a temporary fad

  • Passion is integrated in the way your company is run – production, customer service and product/service

  • It is one, very clear passion

VISION

  • Can’t be far-fetched  Ie. A pet food company with the vision to save the world  

  • Vision contributes to society beyond product/service

  • Isn’t a destination that can be reached or ever be completed

  • Aligns with your company values

  • Has to relate to the passion

LEADER

  • A Tribesman that has the respect of the community

  • Wants the community to take ownership of the passion and vision

  • Respects opposing opinions but stands up for what they believe in

  • Ensures every member inquiry is responded to immediately

  • Role models the values, rules, regulations of the community

TRIBESMEN

  • Actively indulges in their passion during personal time

  • Loves talking about the topic online and offline with everyone

  • Loves sharing what they have found with others on the platform

  • Buys into the vision and is on board for any initiative to help achieve it

  • Recognizes and voices roadblocks to achieving the vision

CONTENT

  • Useful content that appeals to those who are truly addicted to your passion

  • Fits the native voice and tone of the community

  • Entertaining content that helps your members indulge in their passion

  • Regularly shared content by the company or by the organization

  • The content is engaging and producing conversation with Tribesmen

GATHERING PLACE

  • Allows for member conversation with each other and without the need of admin

  • Allows for people to discover the group through useful content

  • Members can customize their settings or experience

  • Admin is able to respond immediately to member inquiries through the platform

  • Is a combination of online and offline conversations with members

TRUST

  • Members are transparent with their identity (real name and profile pic)

  • Admin responds within minutes to member questions

  • Freedom to customize their experience

  • Members are freely conversing and can openly disagree with each other and the admin

  • Admin admits to mistakes and actively integrates feedback from the community

Results

Each checkbox is a point.  If you have an overall score of:

  • 28 and above = you have a healthy community and may need only minor refinements to get it going.  You probably have Tribesman in your community.  Depending on which categories you scored best on, you can be lacking in an area that could really boost your community engagement.

  • 24.5 – 27= you have a generally healthy community but need a few changes to help it grow. You’re lacking in a few areas, or you’re not doing stellar in any of them. You’ll need to invest some time and effort on getting more of the checkboxes ticked off.

  • 21-25 =  you have a good community that needs quite a bit of work.  There’s something there, but it’s not quite coming to fruition. You’re looking to build something more substantial because your community is not making any impact.

  • >20 means you have a lot of work to do to get it up and running.  Doesn’t sound like you have much of a community. There’s a lot of work to do, so better get crackin’!

The goal is to score at least four out of five in each category above.  The ideal scenario is a perfect score, which is what all communities should work towards.  

These scores are generalizations to give a sense of your community’s stage.  Results can vary and we have to take a closer look at your specific case to draw more confident conclusions.

Header Image: unsplash.com

Want to learn more?

With My Loud Speaker’s Tribe Lab, we study the social psychology of healthy communities and share our findings with organizations, clients, and changemakers.

Our goal is to share our research in hopes of replacing noisy, interruptive advertising with passionate brand communities around the world that foster meaningful relationships. Subscribe our newsletter today to receive valuable tips around community marketing.

Tammy Tsang

Tammy Tsang is the Founder of My Loud Speaker Marketing, which has been providing successful campaigns to major clients for over six years. Her company has attained glowing recommendations from prestigious organizations such as the Canadian Broadcast Corporation, University of British Columbia, BC Cancer Agency, and more. She is also the founder of XYBOOM Intergenerational Organization, which runs an annual conference on topics surrounding intergenerational relationships in the workplace.

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