How To Build An Online Community – Jay Clouse

SUMMARY:

In this podcast episode, Arley interviews Jay, the founder of Creator Science, a media company that helps people become professional creators. They discuss the transformative power of communities for creators, the journey of building a successful membership community called "The Lab," and the nuances of making money online through communities. Jay shares insights from his background in startups, content creation, and his analytical approach to building content businesses. The conversation also touches on the broader industry of online courses, the importance of community in achieving transformation, and practical advice for anyone looking to start their own community.

ONE-SENTENCE TAKEAWAY:

Building a successful online community requires a focus on providing value through connection, transformation, and identity, while being mindful of the challenges and opportunities presented by different platforms and strategies.

IDEAS:

• Online communities can significantly impact businesses by fostering connections and enabling monetization through memberships.
• The transition from content creation to building a business around it involves strategically directing attention to provide and capture value.
• Early career exposure to entrepreneurship can dramatically shift one’s career path away from traditional employment towards innovative ventures.
• The perception that making money online is limited to teaching others how to make money is a misconception; diverse niches exist.
• Effective communities offer transformation, connection, and a sense of identity, fulfilling deep human needs for social interaction and personal growth.
• The concept of a "Peloton for productivity" highlights the importance of structured support and accountability in achieving personal goals.
• High engagement in communities often results from offering specific, valuable events rather than a broad array of content.
• Personalized onboarding experiences can significantly enhance member satisfaction and long-term engagement in online communities.
• The challenge of serving a broad audience versus a niche market in community building requires careful consideration of target customer needs and expectations.
• The strategy of starting with a higher ticket offering and potentially introducing lower-priced tiers later can optimize value delivery and business growth.
• Operational challenges increase with community size, emphasizing the need for efficient systems and clear communication channels.
• Gamification in communities should align with members’ goals and not create unnecessary busywork.
• Consolidating multiple communities under one platform presents both opportunities and challenges, particularly regarding member access and engagement.

INSIGHTS:

• Successful online communities are built on the pillars of providing transformational experiences, fostering meaningful connections, and reinforcing members’ identities.
• The evolution from content creator to entrepreneur involves recognizing content as a product that can be strategically leveraged to build a sustainable business.
• Niche communities focused on specific interests or skills offer significant opportunities for creators to capture value while providing targeted value to their audience.
• The rise of communities as a business model reflects a broader trend towards leveraging digital platforms for monetization, requiring careful strategy to avoid saturation and maintain quality.
• Personalized engagement strategies, such as one-on-one onboarding calls, can significantly enhance the perceived value of membership in online communities.
• The balance between offering enough value to justify membership fees and avoiding overwhelming members with content is crucial for long-term community health.
• Strategic pricing and membership tiers can help align community offerings with target audience expectations and willingness to pay, facilitating sustainable growth.
• The integration of real-time events and structured programming enhances community engagement by providing clear pathways for members to achieve their goals.
• Careful consideration of platform features and limitations is essential when designing the community experience to ensure it meets both creator and member needs.
• The initial member experience sets the tone for long-term engagement, making it critical to over-deliver on value immediately following sign-up.

HABITS:

• Analyzing successful content businesses to understand how they work and applying those insights to one’s own ventures.
• Prioritizing connection and transformation in community building to meet deep human needs for social interaction and personal growth.
• Leveraging personal experiences and insights to create content that resonates with target audiences.
• Experimenting with different formats (writing, podcasting, videos) to find the most effective ways to communicate and engage with audiences.
• Implementing personalized onboarding experiences to make new members feel welcomed and valued from the start.
• Regularly reviewing community structure and offerings to ensure they align with member needs and expectations.
• Engaging directly with community members through events, calls, or messages to foster a sense of belonging and investment in the community’s success.
• Continuously seeking feedback from community members to refine and improve the community experience over time.
• Balancing content creation with strategic business activities to build a sustainable model around one’s creative output.
• Staying informed about platform updates and features to optimize the use of digital tools for community building.

ACTIONS PLAN:

1. Identify your target audience’s primary needs and design your community to address those needs through transformational experiences and valuable connections. Ensure your offerings align with what your audience seeks from an online community.
2. Develop a personalized onboarding process that makes new members feel welcomed and valued. Consider implementing one-on-one calls or personalized messages as part of this process.
3. Create a structured programming schedule that includes regular events like co-working sessions or goal-setting workshops. Use these events to provide recurring value that justifies membership fees.
4. Experiment with different content formats within your community to find what resonates most with your members. Pay attention to engagement levels and feedback to guide your content strategy.
5. Implement a feedback mechanism within your community to gather insights from members about what they find most valuable and areas for improvement. Use this feedback to refine your offerings over time.
6. Consider strategic pricing and membership tiers that reflect the value provided while being accessible to your target audience. Start with a higher ticket offering and explore introducing lower-priced tiers later if appropriate.
7. Focus on timeliness in responding to member inquiries or contributions. This responsiveness will enhance the perceived value of your community and encourage active participation.
8. Keep the number of spaces or channels within your community to a minimum initially. Expand slowly based on member demand and ensure each new space serves a distinct purpose.
9. Plan for the future organization of content and events within your community. Think about how you will help members navigate resources effectively as your community grows.
10. Evaluate the potential benefits and challenges of consolidating multiple communities under one platform. Consider separate spaces if permissioning issues or member experience concerns arise.
11. Regularly review your community’s structure, offerings, and member experience. Be willing to adapt based on what works best for your audience and business goals.
12. Stay informed about updates and features of the platform you’re using for your community. Leverage new tools to enhance the member experience whenever possible.

CHECKLIST:

QUOTES:

1. "A lot of people are very good at creating content… fewer people are good at directing that attention in such a way that provides value for the audience but also captures value for the Creator."
2. "We’re social creatures… our culture has evolved faster than our biology."
3. "The concept of a ‘Peloton for productivity’ highlights the importance of structured support and accountability in achieving personal goals."
4. "High engagement in communities often results from offering specific, valuable events rather than a broad array of content."
5. "Personalized onboarding experiences can significantly enhance member satisfaction and long-term engagement in online communities."
6. "The balance between offering enough value to justify membership fees and avoiding overwhelming members with content is crucial for long-term community health."
7. "Strategic pricing and membership tiers can help align community offerings with target audience expectations."
8. "The integration of real-time events enhances community engagement by providing clear pathways for members."
9. "Careful consideration of platform features is essential when designing the community experience."
10. "The initial member experience sets the tone for long-term engagement."

REFERENCES:

1. Creator Science – Jay’s media company helping people become professional creators.
2. The Lab – Jay’s membership community focused on helping creators monetize their skills.
3. Circle – A platform mentioned for building online communities.

FACTS:

1. Online communities can significantly impact businesses by fostering connections and enabling monetization through memberships.
2. The transition from content creation to building a business involves strategically directing attention to provide value.
3. Niche communities focused on specific interests offer significant opportunities for creators to capture value while providing targeted value to their audience.
4. Personalized engagement strategies, such as one-on-one onboarding calls, can significantly enhance the perceived value of membership in online communities.
5. Strategic pricing and membership tiers can help align community offerings with target audience expectations, facilitating sustainable growth.

RECOMMENDATIONS:

1. Focus on providing transformational experiences, fostering meaningful connections, and reinforcing members’ identities in online communities.
2. Leverage personal experiences and insights to create content that resonates with target audiences.
3. Implement personalized onboarding experiences to make new members feel welcomed from the start.
4. Engage directly with community members through events or messages to foster a sense of belonging.
5. Continuously seek feedback from community members to refine the community experience over time.
6. Balance content creation with strategic business activities to build a sustainable model around creative output.
7. Stay informed about platform updates and features to optimize digital tools for community building.
8. Prioritize timeliness in responding to member inquiries or contributions to enhance perceived value.
9. Keep the number of spaces within your community minimal initially, expanding based on member demand.
10. Plan for future organization of content/events within your community to ensure effective navigation as it grows.