The Community Club

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Kirsti Buick for The Community Club

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The 'Why' Behind Community-Led (and Our 2021 Summit)

If you've been in our community for a while, you've likely seen us talk about Community-Led companies and how passionate we are about connecting and educating folks on community's importance within an organization.

In February, we launched the Community-Led Pledge. Along with founders and CEOs from companies like Venafi, Lattice, and Teal, we committed to making community the heart and soul of what we do. Here, we promised to take that a step further: to help guide the next generation of Community-Led companies with data, evidence-based case studies, and resources.

With our second annual virtual summit, Community-Led: The 2021 Community Club Summit, we're continuing to deliver on that promise.

From May 11-13, we're bringing company leaders, community professionals, and the community curious together in a three-day, all-encompassing learning experience, to arm them with the knowledge and strategies they need to build a community-led future.

Learn more and register

But before we get into that, we want to zoom out and take a look at the bigger picture. What does being community-led mean, exactly? And why might it hold the key to your company's future?

Why Community-Led matters

When done right, there is no aspect of the business that a thriving community leaves untouched—and isn't better for it. Community is a company's most valuable asset.

Internally, it strengthens the bonds between your team, helping foster a company culture that not only drives productivity through a sense of purpose, shared goals, and new avenues for collaboration, but contributes to employee happiness and well-being.

Externally, a well-resourced, cared-for customer community can have similarly positive effects: it enables and improves customer acquisition, streamlines support and success, bolsters retention, and provides crucial product insights.

And that's really just the tip of the iceberg. For more info on this, our Community-Led growth model is a great place to start.

What it means to be Community-Led

At the heart of it, a community-led company lives by the above. That means, as we outline in our pledge:

  • Community is central, not treated as a bolt-on to sales, marketing, support, or any other department. Community is community.
  • Community and the community builder are properly valued and empowered.
  • Community exists and is built for the sake of community and its members.
  • Community builders will be intentional about creating safe, inclusive, and healthy community spaces.

Which brings us to Community-Led: The 2021 Community Club Summit

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It's a shift that's been bubbling under the surface for years, and the sense of isolation in the current global climate has, of course, been one of the catalysts that have pushed community into the spotlight.

But it's more than that: traditional marketing techniques have reached a saturation point, and companies are looking for a more meaningful, more human way to connect with customers and audiences. Community builders have been fighting for years to prove community's worth internally — and now company leaders are beginning to see the light.

Though there has been incredible progress (and CM roles and newly minted community teams springing up are a sign of great things to come) we must ensure that execs and community builders understand each other's perspectives and how they can work together to build successful Community-Led organizations.

This is where the summit comes in.

At the heart of this event is a desire to bridge the gap between community executives and community professionals. For leaders, to better understand what community is and why they should care about it. For community builders, to feel empowered and armed with knowledge of how to advocate for their team and work closely with decision-makers at their organization.

We have a stellar line-up of speakers, including Carter Gibson, Program Lead & Internal Community Management at Google, Travis King, Community Strategy Consultant at The Community Builder, and Tessa Kriesel, Head of Developer Relations at Fast.

We'll announce the full schedule—and more speakers—soon. We'll see you there!

Book your spot

Discussion (3)

hannah profile image

Hey @kirstib Are the recordings from the summit available somewhere? I registered but as the sessions weren't in my timezone I was hoping to watch the replays??
Thanks in advance - hoping they're available! Hannah

kirstib profile image
Kirsti Buick Author

Hi Hannah! They're in the works. We're hoping to have most of them live this week on our YouTube channel over here: 😊 I'll let you know asap!

hannah profile image

Amazing, thanks @kirstib !!