Episode 64 - Leslie Greenwood on Building Online Community

Trust & Relationships Matter in B2B Sales, and every company should be asking whether and how to build an online community in 2025 - Episode 64 of the Industrial Growth Institute Podcast with Chief Evangelist Leslie Greenwood

Summary

Leslie Greenwood joins Ed Marsh to discuss the evolving landscape of marketing and the importance of community building. They explore how community is defined, the necessity of a strategic approach, and the essential qualities of a community manager.

The conversation highlights:

• common pitfalls in community building
• the significance of testing and iterating strategies
• key metrics for measuring community success
• the intricacies of building and managing online communities
• the importance of understanding community personas
• generational preferences
• mobile accessibility
• training moderators
• establishing community guidelines
• and the role of sponsorship

Leslie emphasizes that investment in community initiatives should be viewed as a long-term commitment, and that communities can include a diverse range of participants, including competitors and partners.

The discussion also highlights the evolution of the Wednesday Women community, its unique approach to member engagement, and the growing significance of community in today's business landscape.

Takeaways

• Community is defined by the members who identify with it.
• Building a community requires a clear strategy and understanding of the target audience.
• Engagement and connection are crucial for a thriving community.
• Communities can serve various business outcomes, including support, product feedback, and customer acquisition.
• A community manager should be a facilitator, not just a moderator.
• Testing and iterating on community strategies is essential for success.
• Key metrics for community success include member satisfaction and retention rates.
• Investment in community initiatives should be viewed as a long-term commitment.
• Segmentation helps in addressing the unique needs of various community members.
• Generational preferences influence platform choices for community engagement.
• Mobile accessibility is essential for communities catering to deskless workers.
• Training moderators can enhance community interactions and support.
• Community guidelines should be clear and tailored to the brand's voice.
• AI may enhance community interactions but personal connections remain vital.
• Integrating online and offline experiences can strengthen community bonds

Takeaway Quotes from Leslie Greenwood

• "Community is defined by the members who identify with it."
• "Testing and iterating on community strategies is essential."
• "Many communities fail due to lack of strategy."

Check out Leslie's Chief Evangelist and Wednesday Women websites.

LinkedIn: Leslie Greenwood and Ed Marsh

Twitter: Leslie Greenwood and Ed Marsh

Instagram: Leslie Greenwood and Ed Marsh

YouTube: @ChiefEvangelistConsulting and @EdMarsh

Show Transcript 

Chapters

00:00 The Changing Landscape of Marketing and Community Building 06:11 The Importance of Strategy in Community Development 09:03 Understanding Community Dynamics and Member Engagement 15:08 The Essential Qualities of a Community Manager 17:58 Common Pitfalls in Community Building 20:58 Testing and Iterating Community Strategies 24:05 Key Metrics for Community Success 26:59 Investment and Planning for Community Initiatives 36:00 Navigating Generational Preferences in Community Platforms 38:02 The Importance of Mobile Accessibility 39:10 Training Moderators for Community Engagement 40:04 Establishing Community Guidelines and Terms of Use 44:11 The Role of AI in Community Building 46:39 Integrating Online and Offline Community Experiences 55:48 Understanding Member Engagement Dynamics 58:15 Common Misunderstandings About Community 01:00:22 The Role of Sp