Fanclubs, Community, Tribes, Herds, The Next Generation Of People Powered Businesses - Danny Denhard

The presentation helps to guide businesses and charities to understand:
- The next phase of business
- The formation of people around core ideas and believes
- Why fan clubs, community, tribes and herds are going to be shaping how we interact and support businesses
&
- How to then proactively shape how we connect to other people and businesses.

Transcript

1. Presented by: Danny Denhard
   Founder, focus.business
   Fanclubs, Community, Tribes, Herds - The Next
   Generation Of People Powered Businesses
   Full long form downloadable ➡ www.focus.business/fulldeck or scan QR code ↘
   

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2. Why Listen To Me?
   Danny Denhard – there are only two of us in the world
   20 years in Marketing, Growth & Leadership
   Led Growth, Product, Marketing Departments & a well known
   Crowdfunding Platform (Agency, Inhouse & 2x Consultancies)
   Creator : I create 2x podcasts, I write 2x newsletter every week
   Strategy, Marketing & Growth Consultant - Truly believes there should be
   one strategy company wide (all departments then have action plans)
   

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3. A rapid fire look into
   consumers, thinking
   differently, how & why
   we connect the ways we
   do
   Like what you hear go to www.focus.business/fulldeck for the full breakdown
   

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4. This is going to be quick
   fire so please take pictures
   📱 & use screenshots 👩💻 as
   we go
   Reminder for full deck ➡ www.focus.business/fulldeck
   

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5. Human Programming - Survival & Connection
   🧠 Humans constantly look for - Behavioural and social cues - it’s how we survived
   🦺 We then build out (Tribal) relationships
   🤝 I belong here with these people, they are ‘my people’
   🐺 Once we feel we truly belong we stick to our Tribe (small cliques)
   🏳 We then select our uniform: This is the badge (or flag) I represented & wear proudly
   👥 If we get behind something bigger we become part of a Herd (larger movement)
   🫂 We seek others with emotional intelligence (EQ) not just IQ
   We all look for Psychological Safety even if we are pretending to be someone else
   

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6. Wear Your Achievements With Pride
   Pride
   Brand
   connection
   Winner
   This Is Me
   My Moment
   Part Of
   Something
   Bigger
   Brand
   connection
   Hint - leverage
   cultural norms
   🇬🇧 - I did it
   🇺🇸 - I won
   🇦🇺 - I won
   🇳🇿 - I did it
   🇨🇦 - I did it
   Our Moment
   Source: Keith Williams Social - Absolute Athlete
   

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7. Much of what we touch
   upon today is connected
   to: Social Cognitive Theory
   

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8. Obvious Statement Alert:
   Every company & charity
   are looking for existing
   audiences with networks
   & flywheels
   Many do not understand it fully
   

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9. The biggest thing charities are facing is fatigue.
   Fundraiser fatigue, donor fatigue = Ask Fatigue
   Image Source
   

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10. Rethink Giving & Donations
    ● Time ⌚ – I want to give the most valuable
    thing I have – time
    ● Love ❤ – I love this person, I will support
    you with my love
    ● Energy 💨 – I will give you positive energy
    ● Support 🫂 - in person or from far away
    ● Money 💷 – If I am in the position to I will
    give you a donation
    

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11. Original Social
    Email 4b+ 📧
    Friends
    Facebook 2.9b
    Messenger 1.3b
    Instagram 1b
    Snapchat 500m
    Social Entertainment
    YouTube 2b
    Tiktok 732m
    Interests / News
    Reddit 430m
    Twitter 206m (daily monetised
    active users)
    Professional
    LinkedIn 310m
    Discord 140m
    Slack (10m April 2020)
    Future Planning
    Pinterest 454m
    Private Chat
    SMS 4b+
    WhatsApp 2b
    iMessage 1b+
    Telegram 525m
    Signal ~40m
    Large Social Platforms
    

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12. 🙋 When was the last time you asked your
    followers are they/you ok?
    🤔 Or when was the last time you
    remembered they were doing something
    not connected to your event?
    

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13. Scary Statement
    The tools are there, the
    people are there, you are
    there, so what is
    missing?
    Chasing likes, one off comments and trying to gain
    engagement - often a false currency
    

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14. Go Deeper: Global Stats - SimilarWeb
    

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15. Go Deeper With App Annie Data
    

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16. UK
    Apps
    

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17. US
    Apps
    

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18. AUS
    Apps
    

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19. Apps
    Have
    Use
    Cases
    

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20. Games = Worlds Of Investment
    Huge investment (in building and in time) made from 9 - 90 years olds.
    Games by design, social by nature
    Roblox - constructing a playable world around game play & investing in
    skins (NFT’s)
    Fortnite - playing 1000’s of people (friends, family, strangers) at one time,
    building reputation & custom authority & avatars (skins = NFT’s).
    Fortnite is the closest thing to a metaverse away from secondlife.
    

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21. What We Are Using & Why
    Money
    Chat
    Shopping
    Email
    Weather
    Web
    Music
    Podcasts
    Food
    Time
    

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22. Chat Vs ‘Social’
    Chat with friends
    Connect with
    colleagues
    Keep on top of news
    Be part of a
    community
    Network
    Stay on top of work
    Chat with friends
    See what others are
    up to
    Keep on top of news
    Be part of a
    community
    Network
    Stay on top of work
    Chat Social
    Blurring lines of social media, gaming
    & social entertainment aka social-
    tainment
    

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23. Chat Became Many Things
    Chat with 1 friend
    3 Best Friends Chat
    Private Group Of
    Friends
    Official Work Chat
    Group
    Unofficial Work Chat
    Group
    Chat For Work
    Friends
    Networking Group
    Interest Group
    Kids Sports Group
    Family Group
    Friends & Family Work
    Interests &
    Entertainment
    Passion Group
    💬
    

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24. We Are Now The Anytime Anywhere
    Generation
    ● Access to information at anytime
    ● Constantly connected
    ● I want to be entertained
    ● I want to fill micro moments of time
    ● I want to get an answer quickly
    ● Work From Anywhere: I use two devices
    at all times
    

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25. Free Tip: Add the apps into the circles, find out
    which is most used & there’s a place to start your
    connection build
    

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26. Consumer Time To Donate Matters!
    TTD: If I know, like or love
    someone - I want the
    quickest way to support
    them
    

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27. Know How We Are Engineered As People
    

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28. Humans Are Engineered Hierarchically
    For our brains to work we need to tag, file & priorities according to our environment
    ● Me - My Identity
    ○ Interests
    ■ Enjoys
    ■ Dislikes
    ■ Endures
    ○ Wants
    ○ Needs
    ○ Supports
    ● Friends
    ○ Best friends
    ○ Close friends
    ○ Friends from home
    ○ Friends from school
    ● Family
    ● Acquaintances
    ● Local
    ● Work
    ○ Boss
    ○ Colleagues
    ● Money
    

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29. Everyone can be the
    version(s) of themselves
    they want to portray
    online
    People, brands & communities do not understand it fully
    (yet)
    

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30. The Three Internet Persona’s To Know
    The Real Me - Real Name, real job, real
    location (Danny Denhard, Coach, London)
    Pseudonymous Me - Hidden behind a
    handle (@fluffybunny21) or identity I curate
    and live behind (‘private’)
    Anonymous Me - Anonymous name,
    anonymous photo, anonymous personality
    (Robo 8, Tennis Writer, Miami)
    Image
    Source
    

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31. Leverage This Insiders Info
    ● Give insider information - give insider looks / first looks
    ● We have played games together for hundreds of years. We play with our closest friends and
    family. Especially board games ;-)
    ● Experience in "their space" not a new space (no new friction / high fidelity is essential)
    ● The most important character in any story is you as the protagonist, then the supporting cast
    ● When you participate you want to feel you have added to the cause
    ● Entertainment TikTok Is - 93% consumer /7% Creator
    ○ Vs Other Platforms: 80/20 Pareto Rule - 20% create 80% of the value
    ● We all consume & participate differently (me then we experience)
    ● The world we live in link driven. It’s contextual. Informationally rich. Links beat buttons
    ● Video chat+: Spaces you’re already in or on (think zoom as a platform)
    ● Living the future vs reliving a great past
    ● Feedback > Opinion
    ○ Hear their feedback - you need to reply and hear them
    ○ Provide feedback
    ● We are craving experiences
    ● Leverage The Share-nt (parent who overshares)
    

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32. We Are Communicating Differently - What’s
    Acceptable & What Do They Mean?
    Emoji’s Gifs
    Stickers
    Meme’s
    Sources - Instagram & Giphy
    BIG HINT: Reverse
    Engineer Why Meme’s
    Start & Grow In Record
    Time
    

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33. Hint: What We Are All* Looking For
    People who think like us
    People who have interests like us
    People who make us feel safe
    People who want to hear our thoughts
    People who positively challenge us
    People who bring us into their group.
    People are engineered for safety
    Tools that connect us
    Tools that make our lives easier
    Tools that amplify our voice
    Tools that allow me to be the ME I want to BE
    Tools that remove boundaries
    Tools that create a safe space
    Tools that make me feel liked (not always
    loved)
    *All most of us...
    

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34. Hint:
    Social Science:
    Name your people
    to connect on a
    common level
    (like the countries flag)
    Company Internal Name
    Twitter Tweeps
    Eventbrite Britelings
    Pinterest Pinployees
    Google Googlers
    Reddit Snoos
    Microsoft Microsofties
    Square Squares
    Airbnb AirFam
    Disney Cast Members
    Amazon Amazonians
    Medium Medians
    Cameo Fameo
    Trello Trellists
    

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35. Fan Clubs, Community, Tribes, Herds
    All these formations are loyalty based, they reduce noise but create FOMO, they take chat to
    discussion, discussion to action. It’s why humans are engineered to connect to strangers
    

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36. Quick FYI
    Groups are the simplest
    formation - they are not always
    a community (especially on Facebook,
    LinkedIn etc), but can be upgraded to
    a tribe or a herd
    

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37. Fan Clubs
    When groups of people come together to continue to celebrate together
    ● Books
    ● Characters
    ● Shows
    ● Artists
    ● Musicians
    ● Influencers (YouTuber’s, Twitch, Bloggers)
    ● “Fan boys”
    

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38. 💡Fan Club Calls
    Leverage your talent or
    partner talents and
    arrange ways to connect
    with talent on calls, selfies
    videos and personalised
    thanking you
    Free Hint: Be Inspired By Cameo’s Fans First Model
    

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39. Community
    A formation of people who come together around a cause (local often
    the bigger use case)
    ● 1am new parent
    ● Gaming (watching & playing live)
    ● Building a world together (Roblox)
    ● Chipping in for the local park benches
    ● Supporting the local church rebuild
    ● Supporting the local hospice
    ● Building the metaverse
    FYI Community is not a branded
    Facebook group.
    It is not a large following on Instagram.
    Your engagement rate tells you this.
    It’s not a 1m plus CRM database!
    

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40. Tribes
    A formation of people for safety and around one core ideal or small sets
    of beliefs. Becomes exclusive the bigger tribes get
    ● Sports fans
    ● Sport teams
    ● Large Facebook groups with formal admin’s
    ● Break away pods of stag & hen do’s
    ● Teams within companies
    ● Anti 💉
    

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41. Tribes: How They Actually Work
    

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42. Alumni - Tribal Vs Herd
    Alumni work and act differently...
    The support is tribal. They way it forms and supports can become a herd
    It’s local, it’s ex teachers, ex students, (wherever they live now)
    That truly believe they are part of something more than education
    

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43. Herds
    A growing formation of people truly getting behind a cause or an
    interest, fully inclusive to those who are into the cause. Grows
    organically, quickly
    ● Dancing to the same beat in the same way
    ● Singing the same song
    ● Singing at a concert
    ● Captain Tom’s
    ● Charity Ninja’s
    ● Cleaning beaches across the world
    

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44. Herds
    Herd’s Phase 1 Herd’s Phase 2
    Cause
    People
    When it moves its grows
    

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45. Herd’s Phase 3
    The bigger herd’s get
    the more causes occur
    the more support happens
    How people cluster together
    within herds should be your
    guide to understand its
    growing & evolving
    naturally. Good, organic
    Herd’s rarely need policing!
    

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46. Magic To Herd Success
    Alpha is the leader
    Beta is the highly supportive
    & connective sub lead
    Internal influencers will be
    vital in driving your herd
    forward.
    

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47. Quick FYI
    Formations happen around the
    content (cause) that is created,
    curated and consumed. Be part
    of something BIGGER.
    It’s the connection that drives
    the action.
    

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48. Watch This Classic Dance Herding Video
    Video Source
    

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49. Formation Flow
    FEEL FASCINATE FUTURE FLOURISH
    

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50. Quick SWOT
    Formation Strength Weakness Opportunity Threat
    Fan club Long lasting relationship
    with “influencer”
    Will never be able to be
    part of the conversation
    organically
    Be part of a long
    standing formation
    that has love for an
    influencer
    Cost of investment with
    resources
    Community Highly engaged
    formation looking to
    connect and be part of
    something long term
    Rarely something you
    can police and the
    community will only look
    for you when something
    goes wrong
    Connect 10’s, 100’s,
    1000’s of people with
    similar likes or loves
    and help create a
    bigger movement
    What is said in the group
    won’t stay in the group
    and can spin out tribes
    and herds
    Tribe Quick to spin up and
    create action
    Often will go out alone
    and be unmanageable
    Support something or
    someone quickly
    Can deviate away from
    your good intention
    Herd Organic movement for
    good causes
    Can quickly grow to a
    huge size
    Support something
    that brings networks
    along for the journey
    Can fizzle out quickly and
    likely seen as a cost
    

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51. Your Next Challenge
    Build, Buy Or Rent
    Formation
    

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52. Build, Buy, Rent Formation
    Build?
    Full ownership = it is yours
    Long term investment
    Requires a community specialist (leader) not a Marketing or Product leader.
    You will need to work out how you will build advocates
    Product & Development will want to build out software and will take a long
    time to develop
    Will require Marketing investment & Product enhancements
    Buy?
    Split ownership = likely not to own user details & continue to cost you
    Short term financial investment
    Requires a community specialist & legal teams to be part of the discussion
    Rent?
    Rented ground = landlord to change items
    around you, especially if it’s algorithmic
    driven and contact ownership
    Mid term investment
    Requires a community specialist and
    advocates to help build out
    Will require Marketing investment
    

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53. 🚨 Hints & Tips Time
    

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54. Peer To Peer - Connection, Recommendation, Safety
    The reason why peer to peer crowdfunding works so well:
    It’s friends, family, colleagues = trust
    It has inbuilt network effects,
    It touches on the ultra personal,
    It ticks one or two of the boxes: of friends or family, fan club, community, tribe or herd. People choose
    the formation they join
    The ask is for something essential (not for just something trivial)
    You can compare vs the £3 cup of daily coffee or that one take away treat of £30
    & importantly you will see the returns of your investment as you will likely see or hear of the update
    directly
    Product & Tools just help something happen seamlessly without their own agenda
    

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55. Cheatsheet
    Type Duration
    Fanclubs Long term - builds quickly, highly engaged, no
    leader/admin required
    Community Mid term - builds slowly, needs engagement to be
    created by members, informal leader required
    Tribes Mid term - builds quickly, needs a leader for people to
    look towards
    Herds Short term or longest term - builds quickly, needs one
    alpha, two beta’s (leaders)
    

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56. Signals Of Important Formation & Time To Leverage
    Phase 1 - New
    ● Rewards - When thanks has to become bigger, move to badges, medals
    ● Gamification - When you need a like, a love, a clap
    ● Chat vs Chatter vs Community - When a chat turns into chatter and reoccurs and then create a community
    around this on a platform
    ● FOMO vs JOMO - When joy of missing out competes with fear of missing out. The best groups create exclusive
    fear
    ● Open vs Invite Only vs Semi Private vs Private - When you decide what type of formation it is
    Phase 2 - Maturity
    ● Internal Growth - Language - In Jokes - Abbreviations: When an internal language forms, in jokes happen, when
    your own style of abbreviations start appearing
    ● Informal Leadership (Alpha) - When a leader bubbles to the top of informal becomes the leader and others
    panda to the alpha
    ● Formal vs Informal - When a group goes from informal to formal. Relationships change & as does leadership
    Phase 3 - Transactional
    ● Currency - When recommendation generate work or money is started to be traded internally & externally
    ● Them Vs Us - When a group becomes spoken about in an industry or between fans & becomes hyper exclusive
    (them Vs Us)
    

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57. Final Tips
    ● Talk with, not at (your) people
    ● Customers will form for positive and negative
    ● Use The 2-2-1 Method: Two eyes, two ears, one mouth - you are there to support and guide not
    to enforce
    ● We live in a multi device world: laptop + mobile, mobile + TV - leverage this with CTA’s and
    connecting people
    ● People Connect With “People” - When Sophie left a large takeaway company the brand
    received a record number of emails wishing Sophie good luck. Sophie did not exist
    ● Communities need policing - informal admins are the best, brands policing = kills engagement
    and connections
    ● Communities rewards each other - empower people to reward and gift each other
    ● Old is New Again / Retro Is Cool - Do not ignore forums – incredibly powerful
    ● Brand Free Communities - Communities do not want brands in them, their people are just
    about ok
    ● Brands always ask for more from their customers, ASK LESS – money is often the hardest to
    come especially in 2020 to 2022
    ● Give People Their New Uniform - brands do not do this enough (think Finisher t-shirt from 2013
    still being worn)
    ● Humans are competitive, leverage this
    ● Please stop ask fatigue
    

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58. Thank You 👏
    Danny Denhard - let’s chat danny@focus.business //
    www.focus.business/fulldeck
    Scan for full deck
    ➡
    

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