1. Do I need a community?
2. What should I use to build a community?
3. How do I build a community?

The answers to the first two questions are simple: ‘YES’ and ‘It doesn’t matter what tools or platform you use.’ Really, it doesn’t. Because it comes down to the third question: how do you do it?

This is where it gets hard, and to make it slightly more complicated, I don’t have a list of things you can do at the end of which you’ll have a community. What I do have a is a set of guidelines which should get you started.

Community building is about sharing, engaging and listening. Share stuff your community would be interested in, not just broadcast news about your organisation. (Broadcast is equivalent to a swear word in community lingo ;)) Engagement and listening go hand in hand, and are the hardest to do. It isn’t about merely responding to complaints or questions, it’s about connecting to your people on a human level. No one wants to talk to a faceless corporation.

The best way I thought I could put those points across was to point out examples of companies doing it right. On Facebook, I find myself having conversations with Henry the Mule from mmMule.com. Not only is he the cutest mule I’ve ever seen, but he’s promised to help me in my quest for procuring KitKat from the UK. What I admire about mmMule is that they haven’t launched their product, yet they have a community ready and waiting for when they do.

Then there’s Café Café on Twitter. I admit I didn’t initially pay attention to them when they first followed me. A lot of businesses do. But they’ve been paying attention and feed my coffee addiction. I haven’t visited them yet, but I fully intend to just because they’ve been engaging with me.

And finally, the one newsletter I look forward to every month comes from Dreamhost. They provide what some might say is a ‘dry’ service, but they sure make up for it in their newsletters. And even their new (Aussie) CEO gets in on the act. I actually remember first dreading reading the ‘Simon Says’ bit when I got to it, and by the end of it I was chuckling. Bestest ‘Hello I’m your new CEO’ bit ever.

I hope these examples give you a better idea about how to build a community. I’ve been known to say ‘It’s not rocket science, you just have to be human’, but I should qualify that by saying that it is a very very hard thing to do. You need patience and commitment in spades. And you’ll make mistakes, but that’s ok. We learn, apologise and do better. We here at Pollenizer realise we haven’t done our best with community, but we’re learning and will do better.

Pollenizer has been named a Finalist in Anthill Magazine’s Fifth Annual Cool Company Awards, a national program developed in 2006 to recognise Australian companies that are doing things differently to bring about positive change.

Over 700 aspiring ‘cool companies’ were nominated for the 2010 awards, making ‘The Cools’ one of Australia’s largest business awards programs. The winners will be announced at an award’s function on Thursday 16 December 2010 and published on AnthillOnline.com.

“The Cool Company Awards are extremely egalitarian,” said James Tuckerman, Editor-In-Chief, Anthill Magazine. “Previous winners have included two-person start-ups, not-for-profit social enterprises, large private companies and publicly-listed corporations.”

“Judging takes into account far more than mere business variables, such as revenue and wealth. The criteria is geared to consider other qualities, from the disruptive nature of the product or service to the culture of the organisation.”

“Applicants either nominated themselves or were nominated by peers, work colleagues, family, friends and other ‘admirers’. A field of hundreds was examined (and cross-examined) before our judges were able to isolate three Finalists for each of our seven categories.”

The program will conclude with an end of year bash, on 16 December 2010, in Melbourne.

What are Cool Company Awards?

The Cool Company Awards was launched in 2006 as a way for Anthill Magazine to publicly acknowledge and celebrate Australian organisations that are doing things differently to bring about positive change. In its fifth year, the awards attracted nominations for over 700 organisations, making it among the largest business award programs in Australia.

What is Anthill Magazine?

AnthillOnline.com is a digital business magazine that celebrates creativity, inspiration and commercial ingenuity, providing a fresh, exciting and practical perspective on Australian business in a global world. It is among the Top 50 Business & Finance websites in Australia, as ranked by Nielsen Online Ratings, and is home to the Cool Company Awards, the 30under30 and the Smart 100. It’s where ideas and business meet.

Photo by Daniel Broche - Click to view original on Flickr

The Pollenizer team is constantly exposed to a flux of new entrepreneurs with web-businesses ideas. This stream comes to us either via our Bootcamp sessions, Pitches rounds, Investors network or more broadly via the various social media tools our antennae can reach.

This is awesome!

Seeing so much entrepreneurial energy in the Australian web industry is one of the best thing we could all wish for. This energy is fueling us everyday to build more great web products and hopefully shape tomorrow’s web landscape.

However we, too often, hear the same sad stories.

Extracts:

My idea is simply Facebook but better

No it’s not.

You’ll need to sign an NDA first and then I’ll tell you about my idea

No we won’t sign your NDA.

I want to patent my idea

Really? Nothing better to spend your money on?

My project will succeed because it’s highly viral!

Ha ha ha!

My target market is pretty much everybody on the planet. They’ll all love it and pay money for it!

Bye now…

Etc. etc…

This might sound harsh to some but this is the true reality. The quicker entrepreneurs can overcome this secretive / overly optimistic cliche, the quicker they will actually start to walk on the road of success (I love metaphors… ;).

All this was admirably summarized in this hilarious video from James Yu – Check it out!

Let us know in the comments if you think I should be a vegetarian this is the right way to look at it :)

So I’m trying to turn it a round.

This morning I bought the Big Issue magazine, which is sold by people in need to give them an income. It’s a great read, and a great investment.

I thought I’d start my un-schmucking by creating a list of reasons why you should buy the Big Issue instead of getting a coffee today. (OK, as well as getting a coffee… at least I understand my readers that much…) Note, as I start this, I can only think of about 5, but starting helps with finishing.

10 Reasons Why The Big Issue is Better Than Coffee

1. It will make you feel warmer for longer on the inside.
2. You get to keep it. You only rent your coffee for a short while.
3. You get to share it. No one ever shares their coffee.
4. It makes you smarter. Coffee can make you sharper but only in short bursts.
5. It makes you smile. You feel good for doing it and that should make you smile, which is a very good thing. Coffee just makes you go “Oh yeah caffeine, that’s what I’m talking about.”
6. You’re helping someone who is helping themselves. As community support projects go, this one is positive and sustainable. The cafe owner is also in business, but they get plenty of support.
7. It will make you laugh. The last page is always a screamer. I go there first… The only thing that makes me laugh about coffee is the price going up and up. “$5 for a large, soy, decaf with a marshmellow!!!”
8. You get to meet someone new. Don’t just buy it, say hi. Ask how sales are going. This morning the guy I bought the mag off was this months vendor profile – he was very chuffed to show me. You probably spend more time with your barista each month than with your mother (which is bad).
9. You can safely consume the Big Issue on the toilet, coffee is far too dangerous.
10. Guest 10th Reason: I’ll shout the winner breakfast (if you’re a local, and if you bring a copy of the big issue….)

Post your 10th reason as a comment below.

In the first half of the 4 hour workshop we worked on customer discovery (micro-segments, customer values, creating 10 X value). We iterated on this process to create a focused customer development plan. See below. We then pitched the concept to a group of colleagues who liked the idea. That evening we ran a fun market validation exercise around the original business concept – Dares for Dollars. Mick copped a few cream pies in the face.

Customer Development Model

On Monday Chris and the team arrived ready to refine the model above and get cracking on an implementation plan. Within the first hour, the workshop ended. Chris had the weekend to think about his business and changed his mind. He decided he didn’t want to pursue the Pledgespace idea any further.

He failed. This is a good thing. For the modest cost of a Pollenizer focus workshop, Chris has saved himself time and money  building out an idea ‘to spec’ as he originally envisaged and one that he wasn’t passionate about.

Chris has gone through a valuable experience and it highlights that starting a web business and learning to be an entrepreneur requires an enormous head shift, discarding old mental models to learn new principals. It can feel a bit like you are in kindergarten all over again.

What did Chris learn about this experience? You can read below.

From Chris Gray, June 2010:

Hi Guys

I have had some time to think about stuff and reflect on the process and what I have learnt from meeting you guys in Sydney.

To be honest I found the entire process overwhelming.  This would be quite personal as I think it has allot to do with my background, environment  and support network as opposed to the process itself.

I understand the process (as much as I can after 1 weekend) and immediately saw the mistakes I had made along the way. I can still see the value in the concept but can also see the risks and challenges that would need to be mounted along the way and am not prepared to take them.

It comes down to what I said on the day, I don’t know or feel confident enough that I have a strong enough platform on which to build. If I had a history of activism, daring and change facilitation then it would be a different story.

The positive things (things I did like)

1. The feeling that there is MORE to life and the ability to actually make stuff happen
2. The importance and value of having a network and utilising that network
3. The awesome people (Mick, Luke, Jo, Lesley-Ann, Rob Antulov, Wayne Bosley) who I got to meet and talk to
4. The excitement and energy that the process gives you (you guys will never get bored J)
5. The idea that a business is about being dynamic, learning, pivoting and iterating.

The negative things (things I didn’t like)

1. The willingness to “Burn people” in order to learn.  I do understand this but am not entirely comfortable with the “smoke and mirrors” approach.  I like to be 100% transparent as a rule
2. The idea that you put yourself out there to be judged knowing you are wrong just to learn.  Again I understand now why it is necessary and love the fact that this is dynamic and exciting. But at the same time I don’t like to do stuff that I know is wrong, even if I can get something out of it.  It comes back again to the fact that I am transparent, genuine and honest. (Or at least I try to be J)
3. The feeling of being on the outside looking in.

Next steps for me …

1. Find some other people, build a new network that contains more successful, dynamic people such as yourselves
2. Find a concept that I know (not just love) and make it happen
3. Follow through on my ideas… too many times I have gotten almost to the “tipping point” and then bailed out

I would like to thank all of you guys for your time, input, honesty and feedback.

As far as my venture into the web startup world, I can honestly say that I enjoyed it immensely and definitely feel I chose the right people to talk to in Pollenizer.  I can see what you do, understand your approach and how you will continue to be successful.

Given an opportunity I would love to work with any or all of you in the future.

I hope to encounter and meet all of you in some capacity again

Regards

Chris

Mick Liubinskas’ reply to Chris:

Thanks Chris. Fantastic email. Greatly appreciated.

A quick note on ‘burning people’. It sounds worse than it’s supposed to. I guess the key principle here is that we know we’re not going to be perfect day one, so we might have to disappoint or not satisfy some people. There is a tendency to hold it back until it’s right, but the dilemma is that we won’t work out if it’s right until we get it out there in front of real customers.

This relates heavily to points 2 and 3 below.

Looking forward to your next venture and I hope we can work together in the future.

Thanks,
Mick Liubinskas

This week Pollenizer launched Startup Bootcamp to help people like Chris learn the principals of web business startups.”Focus or Fail, it’s that simple”…

Failure if part of life and business. As a community of new and experienced entrepreneurs, why don’t we start sharing more of these stories with our own community and see what happens.

Big thanks to Chris for being willing to share his experience with our community. If you are involved in the startup scene in Perth, get in touch with Chris, he’d love to hear from new and experienced web entrepreneurs.

You can contact Chris Gray on chris@madicus.com.

Read the media release below for more info:

Group buying site Spreets receives $2 million investment and joins forces with brandsExclusive in new billion dollar industry

Australia’s first group buying site Spreets (www.spreets.com.au) has received $2 million in funding, with backing from two major European investors, Klaus Hommels and Oliver Jung.

Hommels, whose investments include Facebook and Skype, and Jung are currently concentrating their efforts on group buying sites around the world.

This new type of venture uses the power of social networks to offer significant discounts to consumers, while promoting local businesses. National deals start today with an offer from hip noodle-house Wagamama. Buy a $7 Spreets voucher and get $20 to spend in the restaurants. Groupon (www.groupon.com) in the USA is the world industry leader, valued at more than $1 billion after just 18 months.

Leading Spreets are some of Australia’s most respected entrepreneurs, Dean McEvoy, Phil Morle and Justus Hammer. McEvoy’s first business, Booking Angel (www.bookingangel.com), a restaurant booking system, was voted #7 in the BRW top100 web 2.0 businesses.

Previously CTO of music-sharing site Kazaa, Morle is now director of web venture incubator, Pollenizer (www.pollenizer.com). Pollenizer is renowned for its ability to bring focus to ideas and help develop them into successful businesses.

Online marketing expert Justus Hammer, who helped build GetPrice (www.getprice.com.au) into Australia’s leading shopping comparison site, gave up a senior position at Google to join the Spreets team. “I called Google up on what was meant to be my first day and told them I had a better offer. Spreets is a once in a lifetime opportunity”

Today, Spreets launches with a new design and announces an ongoing partnership with shopping club brandsExclusive (www.brandsexclusive.com.au). brandsExclusive’s 350,000+ active members quickly benefit with instant access to Spreets offers nationwide. “We offer premium fashion and lifestyle products at up to 70% off,” says founder Daniel Jarosch. “So when we came across Spreets we knew it was the perfect fit”.

Spreets has offices in Sydney, Melbourne and Brisbane, with plans to open in Perth already underway. “In this competitive and fast-growing space we’re not just about daily deals, we’re about helping busy people discover things they never knew they loved,” says McEvoy.

Sign up at Spreets to have deals delivered direct to your inbox.

Follow Spreets on Twitter and Facebook

But we want to do things a little differently, so we’re holding a DARE-FEST to raise money for one of our favourite charities, Kiva.Org an amazing organisation that helps people ‘help themselves’ and their community through micro-loans and entrepreneurship.

Join us for drinks, laughs and fun at the Pollenizer Hive from 5:30 pm, Friday June 4. You must RSVP!

At present there are over 400 million active users of Facebook worldwide, and 50% of those active users log on daily (Facebook Press room).

So it’s no surprise that businesses are now using Facebook groups and pages to promote their goods and/or services.

But what are the differences between the two? And which is more appropriate for your business?

A quick search tells you that groups allow their members “to connect, share and even collaborate on a given topic or idea.”

Meanwhile, Facebook pages help “define the identities of the people and brands with which you interact.”

But what does this mean in a practical sense? This is what I’ve discovered;

1. Facebook groups are a space designed for personal interaction to harvest deeper discussion between users about a particular topic area. If you want consumers to become more of a community where they can organise themselves and communicate easily, in relation to a particular topic area, then groups are for you.
2. Facebook pages are used to build a fan base for users to congregate to; and where public figures/organisations can broadcast information to their fans. If you’re aiming to create brand or product awareness and want to target specific types of consumers, then pages are for you.

Here is a table outlining more specific differences;

Sam from Blurb.com next to Sydney Harbour Bridge and Sydney Opera House

It’s fun and challenging working with clients in different time zones, so it is good for the relationship when you can catch up in person. Samantha Howe (pictured) from Blurb visited Sydney in March to spend time with the Pollenizer Blurboz team; attend Blurb sponsored events; and catch-up with Blurb’s partners. I interviewed Samantha Howe, Marketing Account Manager (Global Partnerships and Business Development) for the Pollenizer blog.

What is Blurb?

“Blurb is an online print-on-demand creative publishing platform which enables anyone to creatively express their individuality through a professional coffee-table quality book.”

Who is Blurb for?

“Blurb is for everyone! It’s your content in a printable book form. It is your poetry, your design, your writing, your photography.”

Why is Blurb so cool?

“We never say we’re cool but others do. I think it’s because our platform is creative and accessible and there are no boundaries. Blurb.com has worked hard to remove barriers to making a book. We’re passionate about enabling people to see their work published in a book.”

Blurb.com at 2010 Semi-Permanent Sydney Design Conference

What is Pollenizer doing for Blurb?

“Pollenizer is our eyes, ears and voice in Australia and New Zealand. This means the team is actively ‘seeding’ the market, talking about Blurb.com with cultural and creative influencers and organisations, and creating opportunities for Blurb.com in the marketplace.”

Tell us about the range of books in the Blurb bookstore.

“Blurb.com prints a book every 10 seconds. We have over 40,000 titles in our online bookstore. We see all kinds of books – photographs of dogs in bow ties to artist exhibitions to stunning graphical illustration, photography and brand books.  Everyone uses our platform for different purposes: as a business tool, agency creds book, writing fiction, photo books, fund-raising. Some titles do raise our eyebrows. As long as the content is not illegal there’s a market for it.”

Billy Blue Design School Students at Blurb.com Presentation

What have you been doing while you have been in Australia?

The team and I went to Semi-Permanent Creative Conference in Sydney as a sponsor and exhibitor.We spoke to creative professionals and students about Blurb.com can be used for portfolios, story-telling, brand books and more.

During this week we hang out with Blurb partner Art Whats On; caught up with potential partners; and met with local Blurb Nation designers.

I then flew to Fremantle in WA for the launch of month-long photography festival, Foto Freo, where Blurb was a sponsor and I did Magnum Workshop presentations. While we were in town, we ran a meet up for our WA Blurb bookmakers. Over 80 people squeeze into a small Fremantle bar to talk about book-making, share stories and show-off their books.

Melbourne was the last stop to to visit partner Red Bubble and cool global utility bag brand Crumpler.

Ever wondered how people turn their personal online passions into profit? Todd Selby did it by convincing big businesses to think outside the norm of how they could use his images and popularity to market their products. Listen to how he did it here:

Video courtesy of Fora.tv