The Power of Community: From Consumption to Contribution

The Power of Community: From Consumption to Contribution

Introduction:
In today's fast-paced world, consumer behavior is constantly evolving. Traditional methods of consumption have given way to a new trend known as "Tokiconsumption," which offers three distinct features compared to "Kotoconsumption." This article will explore the concept of Tokiconsumption and its three key characteristics. Additionally, we will delve into the founder's guide to building a thriving community and the importance of aligning community objectives with business goals. Finally, we will discuss actionable advice for launching and growing a successful community.

Understanding Tokiconsumption:
Tokiconsumption, as an emerging trend, offers three unique characteristics. Firstly, it is characterized by its non-reproducibility. Unlike Kotoconsumption, where experiences can be repeated, Tokiconsumption thrives on the ephemeral nature of moments, creating a sense of exclusivity and excitement. Secondly, Tokiconsumption emphasizes active participation. Participants contribute to the collective experience, adding value and fostering a sense of belonging. Lastly, Tokiconsumption focuses on contribution. Attendees actively contribute to events and gatherings, creating a sense of fulfillment and satisfaction.

The Founder's Guide to Community Building:
Building a community starts with creating a sense of belonging. However, exponential growth occurs when members actively engage and contribute. To align a community with business objectives, the SPACES model can be utilized:

1. Support: Establish spaces where customers can connect and assist one another in problem-solving and knowledge-sharing.
2. Product: Foster spaces for customers to provide feedback, share ideas, and collaborate with both the community and the company.
3. Acquisition: Develop programs that facilitate the growth of the customer base and pipeline.
4. Contribution: Enable members to contribute valuable content, services, or resources to the community platform.
5. Engagement: Connect customers based on shared interests, fostering relationships and increasing customer retention.
6. Success: Empower customers to educate and guide each other in utilizing the product effectively, leading to personal and professional success.

Aligning Community with Members' Goals:
The ownership of a community often falls on one of the founders initially, as they strive to stay closely connected to customers. When hiring the first community professional, prioritize genuine curiosity about the community's subject matter. Look for individuals who possess operational skills and can contribute beyond driving engagement.

Creating Community-Level Goals:
In addition to business-level goals, it is essential to establish community goals and corresponding programs. Programs serve as platforms for member connection and engagement, providing spaces for interactions. When designing programs, consider the 7Ps of community:

1. People: Define the target audience for the program.
2. Purpose: Identify the program's objective and why it is crucial.
3. Place: Determine the platform or space for members to gather.
4. Participation: Outline the activities and interactions members will engage in.
5. Policy: Establish guidelines and rules that shape the community experience.
6. Promotion: Develop strategies to inform members about the program's existence.
7. Performance: Set metrics to measure the success of the program.

Launching a Community:
Launching a community is akin to hosting a party. It is vital to set up the space and establish a culture before inviting members. Starting small allows for the shaping of the community's cultural mold and ensures a better experience for early members. Aim to begin with a group of 10 to 50 members who can seed quality content and conversations. Encourage founding members to ask thoughtful questions and provide at least three quality answers per post. Keeping the number of channels or topics minimal initially can simplify the experience for members.

Actionable Advice:

1. Prioritize active participation: Encourage members to contribute and engage actively in community activities, fostering a sense of belonging and fulfillment.
2. Foster a sense of exclusivity: Implement strategies that create a feeling of non-reproducibility, offering unique experiences to members and enhancing their connection to the community.
3. Continuously measure and adapt: Regularly assess community metrics and feedback to identify areas of improvement and ensure the community remains aligned with both member and business goals.

Conclusion:
In an era of Tokiconsumption, building a thriving community has become essential for businesses. By understanding the unique features of Tokiconsumption and aligning community objectives with business goals, founders can harness the power of community to drive growth and success. By following the actionable advice provided, businesses can create an engaging and valuable community experience that fosters a sense of contribution, connection, and fulfillment.