Scaling Communities, What Like It's Hard?

Transcript

[Music] so our next speaker is head of success at Guild which managed to uh have a community from zero to 200k members and so we like to hear about what you did for gameification and we come on board Hannah thank you so much [Applause] thank you so much for everyone coming today I hope you can hear me uh my name is Hannah and I'm head of success at Guild XYZ and today here I just want to have a quick chat with you about like

how we scaled our community at Guild from0 to 200k without any tokenization but with gamification so if you're not familiar with Guild or you need just a bit of reminder like what's Guild Guild is actually a homepage and toolkit for onchain communities here you can see a slide of everything that's almost everything that's possible with Guild basically Guild is designed to automate membership build Advanced membership structures um token tokenized communities run gamified quests as well as like building loyalty Point systems and all in a c resistance

way which basically means that we do have a lot of Integrations that actually enables you to build uh proof of humanity proof of personhood into your own Community while you're keeping the community safe without any c bills here on this slide you can also see a few more features that I put there to get a better understanding of what else is actually within our toolkit but if I were just talk about it like that would be for another talk a lot of things so let's focus on communities now basically whether you are a member of any Community or you are building one there are these values that we all can share and we all can resonate with here

I just put here a triangle community in the middle as usual the top three things that I realized while working with thousands of community thousands of communities within the past few years is even if like the different like community structur the community goals can vary like there are these core values deep inside that actually almost the same for everyone and we we all we all can resonate with it and here are the three values that I put out here the first one is recognition and rewards engagement and enjoyment and growth recognition and rewards actually entails that whether when you are within a community you want

to feel valued you want to feel incentivized and rewarded for all the efforts that you're putting into the community as well as like all your contributions engagement and enjoyment like in short like communi should be fun in any way like we go to communities and we join communities because we want something that you know we can engage with because there is the whole hype around there is the engagement around and we want to feel that like okay there is this place where I have the opportunities to have valuable contributions connections and everything else that comes with it and the final one that I put here is growth which actually entails both personal growth and Community growth because I think

when you want to join a community you're part of a community you do want to have self-development you want to you know whether you are sharing your skills or other community members are helping you to improve this is one thing that's important personally for you but on the other hand you want the entire Community to succeed you want it to grow you want to be you know make an impact and be part of you know the goal that the community has when I joined the team around two and a half years ago I started as a community manager and the main focus for me was to okay we have a product like let's build a community around it I know that like there are communities who do

the opposite way there is every single type like when you have the community and you're building something to uh together but we had it like the opposite so our like uh situation was building a community around the product while building the product around the community uh when we joined sorry when I joined we always said that like we want to create something that has the mutual benefits we don't want to create a community only to just hey that's guil you you know you should you should use it like it's cool no we want you to be part of it I will share more things about like how we did it but the co-creation and collaboration was a

really big really key part of it speaking about like what we valued here I put our value stack like what we put the biggest focus on over these past few years when we were building we always focused on building game like experiences matching opportunities with members and as well as like focusing on co-creation and and what was really unique about that like how we wanted to create how we wanted to achieve this is all in a scaled way because we we are a really big small team actually we started like 18 of us or something like this 16 of them are developers as usual with the product so it was like the two

or three of us who were like okay let's build a community and we wanted to build it in a scaled way we wanted to have the organic growth to have the growth like boosted by automations you know scalable Solutions like scaled Solutions because the team we said like we the team won't be the one growing we were like we don't want you know make it harder just make it smarter like do it however you can and we were really fortunate like we were the ones building the product so then we had you know a lot of impact and efforts put into that now I want to talk about these three things and the first one that I mentioned was building game like experiences we always say that like

Community should be fun communities should be something that you know have have a game kind of uh game game like uh experience in it and it should be done like from on boarding to activations we actually have I put here a few different like features and elements of guilt and I just want to give you an Insight like how we did it one of the biggest one of the most successful campaign that we had were Guild pins Guild pins are so Bond nfts kind of like a proof of membership proof of join uh Collectibles and what we did we didn't want to just launch it say like okay we have this new feature

new reward type we actually did a whole campaign around it with partners and we did it all in a gamified way we when we first started doing it imagine it like we partner up with someone and we launched a guilt pin within their community so we said said like okay Unis swap Stargate Bas they have all their pins and we made a whole leaderboard a whole system around around it when we first started like dropping the guild pins like daily weekly we actually didn't tell anyone like where the next Guild pin is going to be we actually Shar just Clues riddles like some secrets to share uh some secrets to unlock which actually made it more

exciting than just rather um writing a new feature announcement like hey this is possible with Guild like hey actually we want you to find it like what's possible with Guild so we had the whole system around it we had the leader boards where the faster they were and the more pins they were holding like they were more you know on top on higher on the leaderboard and then we just rewarded them with uh actually like physical pins and like a love package from Guild when they were in the top 100 leaderboard and then basically what we realized is there was this really big engagement around it like really big like product adoption and we wanted to make it like possible for everyone else we wanted to make it possible for

everyone who's building a community who is building a guild so leaderboards became our best friends we actually launched a point engine which actually enables everyone to do their custom point system so you can call it an XP you can call it a gem you can call it spice anything that resonates with your brand and basically you can decide like which actions which activities Within in your community or with your product product you actually reward with these and on the other hand what we also realized and I'm not sure if you throw it around but quests are kind of the history like the dry Quest like do this do that what we really need the new meta is actually secrets to unlock so we also

created this system where basically there are these membership tiers there are these roles and tasks within your field and you can decide whether you want it to make only visible for role holders or only visible to you know to everyone at the very beginning and then just um making it more Secret by hiding it so it's all up to you what you making with this but the main point here is when you have the game lock experiences you it can result in long-term growth because there is the adoption there is the engagement around which is more successful rather just uh announcing anything that's happening within your community or your

product the second one that I got here is matching opportunities with members so when you have these gamified experiences you actually have you know a lot of people within your community and what you are what you you know what everyone should be focusing on is engaging around like high value initiatives which actually means that like there are so many members within your community who has these different but shared interests let's say for example I will share tell you everything like to better understand it but let's say someone is you know a developer someone is building a community someone is just here for the hype and they are

just uh collecting your guilt pens these are the people who you should actually focus on based on the facts based on the things that you actually value and this is what it means when you are just engaging and reeng engaging around these high value initiatives to better understand this slide is Guild is best described with three Primitives requirements roles and rewards requirements can be like offchain and onchain like identities tasks to do or or uh Collectibles held ass sets Alo list so here you can see that for example we can actually track and what this is what we did with our community also like we tracked like who is holding our guilt pin so we know that

like how to engage them further and how to make them like more excited about like what's coming next or as someone has like 100 gem so they are on top of my leaderboard maybe so I know that like these are the people who I want to have a a closer connection who I want to have like uh reward more and and so on or for example speaking about like offchain and onchain onchain requirements we actually track that like who is a guild admin because as I mentioned earlier like one of the biggest Focus that we had was like building together and we actually tracked for example who are The Guild admins with over 1,000 members so we knew that like okay they are looking for

something to build so we actually like if you're going like uh going and just checking the the slide you can see that like we actually rewarded The Guild admins with access to Alpha features or if we are talking about the onchain uh on CH side of it we actually checked like onchain actions like how many contracts they deployed so we knew that like I'm not going to give access to the same group chat for someone who is you know collecting guilt pins and someone who is actually a core part of the base ecosystem and you know like developing and just looking for uh aligned looking for really similar uh sorry looking for people with really similar interests to connect with so these are the

requirements the roles are actually the unit that makes up your membership structure so it can be a pin holder an OG collector or a guild Builder as well as like based it's all depends on you how you call these roles and here comes the most important part is when you have these people all within your community you actually based on all these all these data you can actually reward them and you can actually give them a reward that actually resonates with them so for example when talking about the campaign how to keep up the hype there's going to be like 10 more pins you know we are dropping what we did is actually just we just gave them a role and rewarded them

access to a really unique chat and as I mentioned earlier like we didn't announce like where the next pin is going to be so what we did we created this gated chat and we put there like five minutes earlier like everyone who already had a pin had a five minutes you know uh um five minutes before the Public Announcement like went up and they could be actually the very first ones to just you know to just mint it and then there were these speculations going on like hey what do you think guys where's going to be the next pin and then basically that connections can make you know connection connections can happen or it it goes to the same when they are already on your leaderboard they are already collecting they are the

OG collectors you can just not only give them access to your chat but also just reward them with a loyalty NFD so it's going to be there you know in their wallet address across every applications so they can be like your proud Advocates like hey I'm part of this community I'm so proud to be here and you know join these different campaigns and different actions and then they can have that loyalty nft with them or when we are talking about admins like as I mentioned earlier we actually granted them access to Alpha features so it wasn't only like hey you know there's this Alpha feature just you know put it into your community we actually had a really close connection with with them with uh you know through telegram chats or Discord

channels and so on and we actually gained a lot of feedback from them so we clo worked closely together on these different Ava features and listening to them what the actual you know needs of onchain communities are and same goes for the developers uh when you have the developers like within your community that you want to just identify you can actually just get guarant them access to a telegram group where they can actually rather build something within for example if we're talking about base uh the base ecosystem they can actually build something you know which is in connection with Guild within the build ecosystem so there are you know a lot of cross collaborations that we can work

on the third one that I wanted to talk about is all in connection with everything that I shared earlier which is co-creation and advocacy like once those opportunity are matched once you really know who your members are like this is the key for you know your community to succeed you can actually focus on all this co-creation and advocacy like this is this sentence like building with passion why do it otherwise is actually within like our white paper that we launched on the very first day when we started the community and then this is something that we still focus on and still want to highlight whether we are talking with someone even

if it's our community or the Bas Community or any other partner that we have it's like just build it with passion because actually when you are a community manager The Vibes that you are just giving out in the community you're going to almost get the same back so it's always important to show your interest match the opportunities you know and focus on co-creation together here are the main like three tiers that we had within our community the first one are the vens who who are the Community Builders that we talked about the knights who who are our core contributors and the gilders who are just members within our Guild they just have to join our Guild and then they

become a me uh they become a guilder so how we actually co-created uh with our wardens is through these Alpha features through these uh feedbacks that we had over calls over text anything and also we just wrote up a lot of success stories which was not only about chilling but also just giving some inspiration to other Community Builders like it was something for example that we did we had these different like closed events for the wardens where one commit Builder just came up they shared what they've been building we wrote up you know something on mirror about them and then we could actually just share it with other community members like this is something really key within the

success team also that if you have the proof like you can say anything that you know it would be cool if you would do this or do that when you have the proof like hey XYZ did that and how successful they were it's going to put more impact on them also so this is how we co-create for mutual benefits with the Knights they were they are our core contributors and the biggest Advocates within our community and what we realized is once you you know focus on your most active members who generate value within your community they will actually just be the biggest Advocates within the community we had for example a lot of opportunities where one of our Knights

actually just introduced us to a new partner like hey I know that you are working on this how cool it would be if you partner up with XYZ so once you just grab these people with you don't even need to be like you know tokenized or just uh toen like not talking about token rewards but if you just put your efforts and put your you know thought and your focus on them you will have a lot of value generated together and for example one of my favorite like uh projects that been built with Guild is actually a community Dynamics telegram bot that one of our Knights did they actually created like Duna dashboards about like how other guilds how other

communities are growing you know how many mints uh how many pins were minted and so on until this day we are using the the Dynamics dashboard like on daily basis and this is something that they know because we talked about this on our social media also we just you know keep granting them access to everything to fail early so this is working like really good for us as well as like when there was something there was a major event for example in the crypto space they were uh engaging and they were just suggesting to run community community lead events so it helped us a lot because this is something that you don't have to do as a community Builder as well as like when you have these freshh

eyes you know on your community they can have such Amazing Ideas like hey we should do this we should talk about that and maybe you are so focused you know you are so much in your bubble you don't see that like what they actually see and this is something that you can actually just you know uh create values with them and on the final side I also wanted to mention our members because it's not only the smaller groups that you have whether we are talking about a 100 person a 10 person uh but also like gilders who were actually our members and how we co-created with them is not only skill sharing and guidance because I think it's also co-creation and advocacy when you go into a community

I'm sure you had this experience you go into a community you're you're getting lost or you don't find anything and then they are actually helping you and they you know they are just there members supporting the community that they are part of so it can be such a great you know way to just share your skills just share whatever you know about that thing that they are asking about and Beyond these we also had like member crafted content which you know it's one thing that you can create uh sorry one one thing that you can just retweet or talk about on your socials or just grant them you know special perks but also we're using it on daily basis so for example one member crafted content is a telegram

sticker pack like we know that like in the crypto space it's such you know a big part of our like culture the whole cult here and then this is what they help with not only guides just you know making these sticker packs helping one another so as a whole we actually really really like advise to anyone who is starting a community or building a community to just find your people and just focus on them and then there's going to be the organic growth happening and they will be having the the same uh so sorry so they going to have you know and attract like really similar people to

them so these are all the things that I had for today thank you so much for being here and I hope that you got some you know insightful tips that you can take home with you if you are looking for if you can find me actually on any any socials at uh banhan or you can find guild at Guild XYZ on Twitter Telegram and so on so thank you so [Applause] much do we have any questions yes I wanted to start uh with the thank

you for presentation it was very insightful and impactful uh I guess for all of us as a Community Builders so what my question is about uh like the unboarding of the new users uh if you can maybe like everything's all right so if you don't mind um what I'm curious about is the onboarding part of the new users if you can give us maybe like some tips in terms of uh uh also like where this landscape is going and uh how we can make it happen like way way easier for new members to join and to easier understand what's the project is about and what what basically they going to be doing inside of it hey everyone I'm

here oh my God I'm I'm I wonder like why it haven't happened for 20 minutes sorry but I've I've been listening thank you so much iist wor no worries okay let's see so regarding thr boarding do you have anything going on now or you're just listening of you are just you're just interested of like what we are seeing at other communities I'm

trying to understand like where all of this uh thing is going with the boarding of the new users you know because uh most of the guys like basically like uh get out of the project because of for example for them like they cannot understand like okay I'm jumping in this community it's hard to understand what's happening in there and how do we can ensure like what are the tips uh behind that so those people getting like educated decision to join these communities and it's basically about the unboarding how I get it sorry so what we actually see here and what we experienced is one of the biggest tips that you can you know just take home with you when we are talking about onboarding is really clear instructions like really clear system so maybe you experience it already when

you're going into a Discord server and you see that like there's like 30 different channels like oh my God what's Happening Here how can I get involved this is a tricky part about like being a community Builder because you actually have to guide your members to the initiatives that they want to get involved in so when we are talking about like onboarding like these roles can actually help you a lot when they for examp example join your guild and they immediately like based on their you know shared interest their onchain history their you know what what what are they are doing on Twitter or on Discord like based on these things you can actually just narrate them into which channels they should be you know active at as

well as like this is one thing when we are talking about specifically with Guild or in General on boarding but for example when we're talking about Discord and someone is you know getting onboarded on Discord it's really really key to have you know like the information out there from the very beginning like what what do the community is doing what are the different roles how you can get involved but here's the tricky part is because you don't want everyone to get like a reaction role rather you really want to you know you know onboard them like properly and this is where the the data comes into the picture so I would say like information data and then it should be all good if we invting the human

being through all the processes and actually giving him a chance to like be in the right spot so that's what what you're trying to say right could could you uh a bit louder or no no no I I was just coughing sorry so what what you're saying is the user should have like clear guidance like where he can find what basically absolutely uhuh okay gotta got so it it helps a lot so they are not like just jumping right into the middle where for example like developer discussions are happening and they maybe potentially for example if they are getting on boarding in a wrong way which means that like they are just jumping into Dev discussions as a as a pin holder or Community manager they can actually just cause distraction which can actually scare away the aligned

members mhh thank you thank you so much is there anyone I still have some voice and still have some all right if not thank you so much for everyone coming here today thank you Anna [Music]