[MUSIC] Passion communities are all around us. They are internally driven. But members can move between passion levels depending on other interests and activities. While the examples of passion communities have been focused on consumer markets. Keep in mind we also have passions as professionals. If you are an entrepreneur, you're likely to be a part of a number of communities. Focused on how to develop and hone your entrepreneurial skills. Remember Passion communities can be both business and consumer focused. One example of a great passion community is Project Runway. This television show is designed to attract the fashion conscious. As well as people who enjoy these types of competitions. If you look at their website, you will see fashion blogs, surveys, and contests. Notice that every one of them is designed to let you read the opinions of experts. And then express your own opinions. It's a great example of how passion communities express themselves. Global Spec, now IHS engineering 360 is a passion community we have discussed in an earlier video. But I did not refer to it as a passion community. It is a small community of 7 million engineers. And is divided into engineering specializations where each community discusses new products, new techniques. And engineering topics of interest to each community. They also have a [INAUDIBLE] trainers, like the rocket contest. In this contest, engineers square off to determine the exact landing location. Of a rocket fired with a precise amount of fuel, through a nozzle of a certain size. And with the wind blowing in a fixed direction. Unlike patient communities where everyone has an opinion. The games on Global Spec have a correct answer. It is your engineering skills which determine if you will win the contest. If we want to develop passion communities. We need to understand that they are permanent communities with stable members. They are always interested in looking for new trends and information. To be successful, we need to give them opportunities for peer to peer engagements. Keep our information current and on the cutting edge. And give them the ability to interact with influencers and experts. To hone and validate their opinions. If you engage or create a passion community. But don't keep it current and trendy, you will loose your members quickly. Trigger Event communities are very different, unlike patient communities which are internally driven. Trigger event communities are both internally and externally driven. Most often, trigger event communities are created to address a life stage change or external event. For example, if we are seeking advice and expertise on having a baby. We will likely be in the trigger event for nine months. As we move through a trigger event our needs will change. Just like a new mother going through the three trimesters of pregnancy. The knowledge we seek will change as we move from the start to the finish of a trigger event. Some are fast while others take years, or even decades, to finish. A community site we discussed in a previous video is an excellent example of a trigger event community. It is A Circle of Moms, if you take a look at this site. You will see very focused sub-communities based on the age of the children. Their interests And key topics like healthy eating. If you visit this site, and I recommend you should. You will see parents engaging with Blogger experts at the center of each community. They are seeking expert help and advice to help them raise their children in the best possible way. While community members do have some peer to peer engagement. It is usually experienced members helping others. Another great trigger event community is a rigid tool plumber form. This is where plumbers talk plumbing with plumbers. If you look at this site, it is generally plumbers asking very detailed advice on specific plumbing problems. As plumbers answer questions of others, and create new threads. Their activity is rewarded by their advancement towards becoming a master plumber. Plumbers receiving great advice can also give them a thumbs up, which enhances their reputation. By the same token, giving bad advice can get you a blackball from your fellow plumbers. Three black balls and you're out. Like all trigger event communities, members want to get the best advice. And don't want to waste time with members who do not have the experience to guide the community. Trigger event communities are permanent communities with temporary members. They seek expertise and tools to help them achieve their mission. If you can help them achieve their goals. They will welcome you into their community. From a marketing perspective, we must not only treat passion and trigger event communities differently. Our marketing budget will need to be different to acquire and maintain these two communities. Patient communities have permanent members. So once we acquire them, we can keep them if we stay trendy. This means we can minimize our acquisition budget, once we acquire members. But need to spend more on new content and new ways to engage. Trigger event markets require the exact opposite allocations in our marketing budget. We will need to continually invest to acquire new members who are just triggering into the event. Because they want proven solutions and expertise. We don't need as much investment within the community. As we begin social listening to communities in MOOC 2. And developing our social strategies in MOOCs 3 and 4. We will need to determine which type of community we are seeking. By identifying the community type, it will help us develop our marketing plans. Budgets and capabilities to best engage with the community. [MUSIC]
