Global Online Communities

Join us for another episode as we dive into the world of global online communities with the Eddy Augusto, the community facilitator of the Humane Marketing Circle. Eddy shares thought-provoking perspectives on the distinction between communities and audiences, drawing from real-life examples, talks about the essence of “Community” and explains the numerous benefits of communities, for its members and the brand. Eddy’s definition, “When at least two people begin to feel concern for each other’s welfare,” encapsulates the spirit of community.

Listen to this episode if you’re considering to host your own community, or be part of one.

"We could say that a community, an intentional community, is something that is purpose driven." – Eddy Augusto @sarahsantacroce #humanemarketing Share on X

In this amazing episode Eddy and I talk about Global Online Communities and:

  • the definition of a community, and how it’s different from an audience
  • the criteria of a healthy community
  • how communities benefit the members as well as the brand
  • our own experience within the Humane Marketing Circle
  • and much more

Listen in below or scroll for the highlights and the full transcript

What are Online Communities – and How are they Different from an Audience?

The definition of a community significantly differs from that of an audience in several key aspects:

  1. Intentionality and Purpose-Driven: A community is characterized by its intentional nature. Members choose to be part of a community because they share a common purpose or goal. This contrasts with an audience, which might gather passively around a content creator or a brand without a shared purpose beyond consuming content.
  2. Relationships and Connections: In a community, there is a focus on building and nurturing relationships among its members. It’s not just about a shared interest but also about caring for each other and fostering genuine connections. This is different from an audience, where interactions are primarily unidirectional, from the content creator or brand to the audience, with limited interaction among audience members themselves.
  3. Collaboration and Interaction: Communities encourage collaboration and interaction among members. They are spaces where members can come together to share ideas, support each other, and work collaboratively towards common goals. In contrast, audiences typically have a more passive role, primarily receiving information or content with minimal active participation or collaboration.
  4. Quality of Engagement: The quality of engagement in a community is deep and meaningful, focusing on mutual support and growth. In an audience, the engagement is often surface-level, centered around consuming content or information provided by a central figure or organization.
  5. Growth and Improvement: Communities focus on continuous improvement, both in how the community is managed and in supporting the personal growth of its members. This dynamic is less prevalent in audience settings, where the primary goal is often content consumption rather than mutual growth and development.

Eddy emphasizes the importance of intentional design and facilitation in building and maintaining these community characteristics, distinguishing it further from the more passive and consumption-based nature of an audience.

"The quality of a community can be measured by the number and depth of connections that exist among its members." – Eddy Augusto @sarahsantacroce #humanemarketing Share on X

What is the Criteria of a Healthy Community?

The criteria of a healthy community can be summarized as follows:

  1. Purpose-Driven: A healthy community is centered around a shared purpose or goal. This common purpose is what brings the members together and guides their interactions.
  2. Intentional Connections: In a healthy community, connections between members are intentional and meaningful. These connections go beyond mere acquaintance and involve genuine care and interest in each other’s well-being.
  3. Active Engagement: Members of a healthy community actively engage with one another. This engagement is not just limited to participation in discussions but extends to collaboration, support, and mutual growth.
  4. Relationships First: The focus is on building and nurturing relationships, rather than just on achieving individual goals. The community values the quality of interactions and the strength of its social bonds.
  5. Continuous Improvement: A healthy community constantly looks for ways to improve both its management and the personal growth of its members. This involves being open to feedback, adapting to members’ needs, and fostering an environment of learning and development.
  6. Measurable Connections: The strength of a community is measured by the quality and quantity of its connections. Healthy communities have strong, supportive networks where members feel connected and valued.

Eddy emphasizes that these criteria are essential for a community to thrive and that they differentiate a healthy, active community from a mere audience or a group of individuals with shared interests.

How do Online Communities Benefit the Members & the Brand?

The benefits of communities for both members and the brand can be summarized as follows:

  1. For Members:
    • Enhanced Learning and Growth: Members gain access to a pool of diverse experiences and knowledge, enhancing their personal and professional growth.
    • Support and Collaboration: Communities provide a supportive environment where members can collaborate, share challenges, and find solutions together.
    • Networking Opportunities: Members get to connect with like-minded individuals, opening doors for new partnerships and collaborations.
    • Sense of Belonging: Being part of a community fosters a sense of belonging and emotional support, which can be especially valuable for entrepreneurs and individuals working in isolated environments.
    • Empowerment: Members feel empowered by being part of a collective that shares their values and aspirations, leading to increased motivation and engagement.
  2. For the Brand:
    • Brand Loyalty and Advocacy: A strong community fosters loyalty among its members, who are more likely to advocate for the brand.
    • Feedback and Innovation: Communities provide valuable feedback and ideas, which can be crucial for the brand’s innovation and improvement.
    • Increased Trust and Credibility: Brands associated with healthy communities are often viewed as more trustworthy and credible.
    • Authentic Marketing: Communities allow for more authentic and humane marketing approaches, aligning with the values of conscious clients.
    • Sustainable Growth: By focusing on relationships and value, communities contribute to the sustainable and ethical growth of the brand.

Eddy highlights that the synergy between community members and the brand creates a mutually beneficial ecosystem. For members, it’s about growth, support, and belonging. For the brand, it’s about loyalty, innovation, and sustainable marketing practices.

"Meeting people in a community is about intentional engagement, not just casual interactions. It involves being in a specially crafted space, with a clear shared purpose, fostering meaningful connections and purposeful… Share on X

The Humane Marketing Circle, our Global Online Community

The Humane Marketing Circle is a global community for entrepreneurs seeking to market their businesses in a humane way. This group is ideal for those who prioritize integrity and authenticity in their marketing strategies, wanting to connect with clients in a manner that aligns with their values. The community provides a platform for heart-centered entrepreneurs and Changemakers to engage in honest conversations about effective marketing, sales, and business practices. Join us to share experiences and get support and resources that foster business growth in a gentle, enjoyable manner.

Other Resources You Might Enjoy

Podcast episode: The Importance of Community in Marketing features Mark Schaefer discussing the significance of community in modern marketing. They explore the distinction between a community and an audience, the challenges of building a community, and the potential interplay between AI and human communities. The conversation covers strategies for attracting new members and common pitfalls in community building. This episode emphasizes the role of community in creating deeper connections and sustainable business growth.

Blog post: Online Community: Build Your Business with Like-Minded Individuals explores the significance of joining an online community for conscious entrepreneurs. It discusses how such communities differ from regular social media groups, emphasizing their purposeful nature and exclusivity. The post outlines the characteristics of great online communities, including their conversational nature, diversity, shared purpose, real-life gatherings, and member-centric approach. It also provides insights on why joining these communities is beneficial, offering support, knowledge sharing, accountability, inspiration, networking opportunities, and fun. The post concludes with advice on finding the right community and addresses common questions about online communities for conscious entrepreneurs.

Eddy’s Resources

Papos Inspiradores

Robert Waldinger: What makes a good life? Lessons from the longest study on happiness | TED

The Art of Community – Charles Vogl

The Different Drum – M. Scott Peck

Launch – Jeff Walker

Find Eddy on Facebook

Find Eddy on LinkedIn

Find Eddy on Instagram

Sarah’s Resources

(FREE) Sarah’s One Page Marketing Plan

(FREE) The Humane Business Manifesto

(FREE) Gentle Confidence Mini-Course

Marketing Like We’re Human – Sarah’s book

The Humane Marketing Circle

Authentic & Fair Pricing Mini-Course

Podcast Show Notes

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Email Sarah at

Thanks for listening!

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Ep 171 transcription

[00:00:00] Sarah: Hello, Humane Marketers. Welcome back to the Humane Marketing Podcast, the place to be for the generation of marketers that cares. This is a show where we talk about running your business in a way that feels good to you, is aligned with your values, and also resonates with today’s conscious customers because it’s humane, ethical, and non pushy.

[00:00:23] I’m Sarah Zanacroce, your hippie turned business coach for quietly rebellious entrepreneurs and marketing impact pioneers. Mama bear of the humane marketing circle and renegade author of marketing like we’re human and selling like we’re human. If after listening to the show for a while, you’re ready to move on to the next level and start implementing and would welcome a community of like minded, quietly rebellious entrepreneurs who discuss with transparency what Works and what doesn’t work in business, then we’d love to welcome you in our humane marketing circle.

[00:00:58] If you’re picturing your [00:01:00] typical Facebook group, let me paint a new picture for you. This is a closed community of like minded entrepreneurs from all over the world who come together once per month in a Zoom circle workshop to hold each other accountable and build their business in a sustainable way.

[00:01:16] We share with transparency and vulnerability what works for us. And what doesn’t work, so that you can figure out what works for you, instead of keep throwing spaghetti on the wall and seeing what sticks. Find out more at humane. marketing forward slash circle. And if you prefer one on one support from me, my humane business coaching could be just what you need.

[00:01:40] Whether it’s for your marketing, sales, general business building, or help with your big idea like writing a book, I’d love to share my brain and my heart with you, together with my almost 50. Years business experience and help you grow a sustainable business that is joyful and sustainable. If you love this [00:02:00] podcast, wait until I show you my Mama Bear qualities as my one-on-one client, and find out more at Humane Marketing slash Coaching.

[00:02:09] And finally, if you are a Marketing Impact pioneer and would like to bring Humane Marketing to your organization, have a look at my offers and workshops on my website at Humane. Dot marketing.

[00:02:30] Hello friends. Welcome back to the Humane Marketing Podcast. Today’s conversation fits under the P of Partnership, and if you’re a regular here, you already know that I’m organizing the conversations around the seven Ps of the Humane Marketing Mandala. And if this is your first time here, big warm welcome.

[00:02:50] You probably don’t know what I’m talking about, but you can download your one page marketing plan with the Humane Marketing version of the 7 Ps of Marketing at [00:03:00] humane. marketing forward slash one. Page, the number one and the word page. It comes with seven email prompts to really help you reflect on these different P’s for your business.

[00:03:13] So partnership is probably my favorite P of the seven P’s of the Humane Marketing Mandala. It’s also my priority among the 17 sustainable development goals. Uh, goal number 17 is also about, about partnership. So I really think like we, uh, Win if we collaborate more and so I made that really my priority this year with the collaborative workshops that I’m hosting for the members of the humane marketing circle, but also they’re open to the public and I bring in these different people that I think are very, very smart, uh, human beings that have a certain expertise that does members of the circle [00:04:00] and, uh, the outside community are interested in.

[00:04:03] And this, these collaborations have been just so joyful. They like, they, they were so. Easy to set up, they’re fun to organize. And so, yeah, I’m going to continue with these, uh, partnerships for sure. So today we talk about the P of partnership to a community or within the community. And I bring you our very own Eddie Augusto, the community facilitator of our Humane Marketing Circle to talk about communities.

[00:04:37] So Eddie is an entrepreneur and self directed learning facilitator with a background in computer science and computer engineering. He decided to pursue a more authentic and innovative path in his career and personal life. He specializes in community building, collaboration, and self directed. education.

[00:04:58] He holds a degree [00:05:00] in socio environmental design from Gaia University, collaborative project design from Colab Design, and self directed learning architecture from Masters of Learning, along with other certifications in non violent communication and agile learning. Currently, Eddie works as a community designer, facilitator, and manager, helping businesses to create an environment where people feel belonging and care for each other.

[00:05:26] with their customers. Eddie also works as a mentor, helping people to live an intentional lifestyle, purposefully and consciously seeking to align their actions, choices, and values with their personal goals and values. He believes that communities that learn together are the future and works to assist them in developing these collaborative.

[00:05:48] Learning skills. In this amazing episode with Eddie, we talk about the definition of a community and how it’s different from an audience, the [00:06:00] criteria of a healthy community, how communities benefit the members as well as the brand, our own experience with the Humane Marketing Circle, and so much more.

[00:06:11] I’m just so thrilled to share this conversation with you. So here’s Eddie and I talking about communities.

[00:06:21] So good to speak to you. It’s a, it’s a different setting, but it’s still just us. Right. So really excited to have you on the humane marketing podcast.

[00:06:31] Eddy: Very happy to be here, Sarah, to talk about a subject that I love, which is communities.

[00:06:37] Sarah: Yeah, yeah, you are the, I guess as a, as a, an introduction, you are the community facilitator for the Humane Marketing Circle.

[00:06:48] I think it would be a funny story to tell how I came across you. So I actually found you on Fiverr of all places, right? So I was looking [00:07:00] for a community. I think I probably put in community manager. That’s usually the term that I was familiar with. And, and then I just kind of, you know, saw what was there.

[00:07:11] And, and immediately when you were, uh, you were very, you know, how you are also in person, how I know you are, you’re very firm about your beliefs. And I love that about you. And it was like very clear on this fiber page. It said, I only work with. Purpose driven or something like that you explain who you work with and, you know, that’s the only work you’re interested in.

[00:07:36] So I’m like, yeah, this is my guy. So that’s That’s how we, uh, got in touch and it’s just, uh, yeah, it’s when I think back, it’s like Fiverr out of all places, but yeah, people always ask me, have you ever been lucky with Fiverr? I’m like, I have been lucky very, uh, quite a few times with Fiverr, so. Here we are.

[00:07:56] It’s probably a year later and [00:08:00] I’m talking about communities now. So, yeah, why don’t we start with, um, kind of like an introduction to communities, you know, maybe, like, maybe we can start with. defining communities, you know, what is, what is a community? What makes a community?

[00:08:19] Eddy: Yeah, sure. Um, so community is a very old word, right?

[00:08:28] Uh, which has a very broad meaning as well. And then community would be individuals who have, who share something, who share a purpose or who share a place where they live, um, and for, for, uh, but this meaning is not enough for us to, to talk about, uh, what we want to talk here about and what I like to talk about, um, is about intentional communities.[00:09:00]

[00:09:00] Where we are a community because we want to be a community. So there is an intention of being part. It doesn’t happen by, by, by accident. Uh, so I think this is the first thing to, to, to say the difference between a community by accident, like a class, for instance. Um, or an intentional community here. I think we will talk about the intention community where people, they have a clear purpose and they want to connect, um,

[00:09:33] Sarah: Rather than in a class where you have to be there, right?

[00:09:37] Eddy: Yes, exactly. So the, the word community has been used in so many ways, uh, mainly lately. And I don’t really like that, to be honest, I like to, when I talk about community, I am speaking of something which is not just [00:10:00] people having the same purpose, but they have connection between them, they care about each other and there is this sense of care, genuine care.

[00:10:11] So, and we could give an example, would a gym be… community, right? Uh, well, people, they have the same purpose. They go there to, to get fit. Um, well, it could be, but it’s not necessarily right. So people can go in and go out without saying a word to each other, without knowing each other’s name. Uh, but they can also do something like CrossFit has been doing.

[00:10:39] Uh, they start, they can start to train together and to go for challenges together, uh, right? So, they can build the community. Um, so that’s why I like to, to point out that we are speaking about intentional communities and that intentional communities is not… Neither social media. I really see like, [00:11:00] as you said, you looked for a community manager and in my page in Fiverr.

[00:11:04] It was written very well. I don’t take care of social media and someone and someone who’s normally looking for a for a community manager as most of people call it. Uh, they would be like, then what do you do, what do you do?

[00:11:23] Now,

[00:11:23] Sarah: it’s so true. And what you say about this, uh, fact that, you know, community, it’s almost like a buzzword now, everybody uses it. And I think what you’re also addressing is the idea of, uh, An audience versus a community, because that’s where I see it, uh, misused often in, you know, kind of this online space, people are calling their.

[00:11:49] Audiences communities. So like they would call their Facebook group, uh, community, which again, we could argue that maybe there is a [00:12:00] common purpose. Um, for a Facebook group. But the big question is really, well, are they connected with each other? Or are they only connected to the guru, you know, the leader of this audience and even more is there a selling intention from the guru to the audience, right?

[00:12:22] That’s really where the difference is between a community that cares and that there’s care in between the members and the community leader that only cares about his wallet being filled. And so then, then it’s more an audience. Yeah. Yeah.

[00:12:39] Eddy: Yes, exactly. Um, yeah, this difference between like managing your audience and building a community.

[00:12:49] And I think we can, we can give some principles to understand it better. And we could say that a community, an intentional community, what we are [00:13:00] speaking of here right now, uh, is something that is purpose driven. So it is not for, uh, of course, we all want to earn money with the community as well. We want everybody to earn a lot of money and have abundance in their lives.

[00:13:16] But it is purpose driven and it is relationships first. So, like, It is not about the image of the guru of the boss, and it is about building relationships. Um, we could measure the quality of this community by the amount of connections that there are and the strength of the connections between the people.

[00:13:40] Um, and I think there is also this continuous improvement on how we can better manage this community, how we can improve the connections between people. And also I think, and so I think this is, this would be like the basic principles that can already [00:14:00] differentiate, uh, from audience, right? And I think we can learn a lot from indigenous people.

[00:14:07] Um, they teach us a lot about community. And personally myself, I was first interested in live communities, like people living together, having a common common sense and et cetera. And then later on, I started to study how we could also, how might we create that online in the pandemics? And it is, and then I discovered that it is possible and technology is here for that.

[00:14:38] We can use technology with. Um, with a clear purpose and with intentionality, and we can build communities online and, and actually one of the best things that communities online make is to make real friends who will find each other in real life as well. Yeah. So the two worlds, [00:15:00] they, they merge. Right. And I

[00:15:03] Sarah: would just, would you, would you agree?

[00:15:05] Sorry, go on. Yeah. Would you agree to say that? Um, you know, this is obviously the ideal picture of a community. Um, and I feel like in the humane marketing circle, we’re getting there. And there’s definitely already a lot of connections happening in between members. Uh, we see projects being created. Uh, and yet, It is, I think, as a community leader, if we now talk from the community facilitator point of view, leader point of view, it is probably really one of the things that, um, I wouldn’t say hard, but it’s like That’s, they need still support with that.

[00:15:50] You can’t just assume, Oh, we now have the people and now just, you know, be all happy and friends. Um, so I feel like that’s something that we are [00:16:00] constantly working on in the, in the circle. So, so, and that’s what you’re working on as well. And, and you’re, you are, um, creating these network weaving calls as we, as we call them.

[00:16:12] So, so. Really focusing, actually, I’ll let you explain them. So, so how does the net weaving calls feed into these interrelationships between the community members?

[00:16:26] Eddy: Right. I love this point that you are bringing up now because yeah, sometimes people think that it is just put all these people in the same room and let them speak to each other, but our education is such that we are, um, We are used to some kind of behavior, some kind of ways to, um, to connect or to, to keep disconnected, uh, when we are engaging with people in conversations, when we are meeting new [00:17:00] people.

[00:17:00] Uh, and there is also like, uh, we, we sometimes need some time to break the ice and et cetera. Uh, so I really think that the facilitation, uh, now speaking about community facilitation, it is about setting the space, uh, for, for the connections to happen. And these we make with pro, uh, appropriate, appropriate.

[00:17:24] Uh, methods and appropriate tools. Uh, so we design, will it be one by one in, in, in breakout rooms? Uh, what will be the question that will, that we will bring for them to wander and to talk about? Uh, so we, we try to design something that gets out of the, um, uh, the normal, the conventional, right? Because then we get out of the, of, of the automatic.

[00:17:51] And then we can really get to know each other for real. And from this point, we build stronger relationships in much [00:18:00] less time. So I think it is all about that. And the net weaving connections that we make in, in our, uh, in our community. And also, I bring this in every community that I work with, my community or as a service.

[00:18:17] The net weaving connections, the net weaving call, sorry, is a moment that is, the main purpose is to build connections with people. And it is funny because normally, most of the people, they take time to see the importance of that. They don’t want to go there. No. Go there just to meet people, you know? Yeah, I don’t have time

[00:18:41] Sarah: for

[00:18:41] Eddy: that, right?

[00:18:42] Exactly. It’s not my, my, my priority to meet people, you know, but I’m coming to the conclusion more and more over time that it is exactly this meeting people with intentionality. So it’s not just about hanging out with whoever, wherever, [00:19:00] and speaking about whatever as well. Uh, but it is about being in a specific place with a specific shared purpose, with a specific designed space, uh, for the thing to happen.

[00:19:12] And I’m coming more and more to the conclusion that this very thing is… What brings us more partnerships in business and more health and more, uh, there is a very recent research that I love that they have researched the whole life of a bunch of people in the United States. From childhood until, until, um, uh, late, uh, until, until 80s, you know, and they have showed that one of the main things that people, uh, who, who have been happy in most of their lives they have in common is that they have strong family connections, strong [00:20:00] friend connections.

[00:20:01] And, and I think that it is very important for us to keep that in mind, like, what is the final purpose in the end? What it is all about, you know, uh, making business and et cetera, and making partners going here and there, taking an airplane, uh, making people, um, passing time and hours and hours, spending hours in front of the computer sometimes.

[00:20:24] What it is all about. Bye bye. And for me, it is really about being self, uh, feeling self, self fulfilled, feeling happy, uh, feeling that we are useful. And as this research shows, I will look for the link later on, and then if you want, you can put it in the description. Yeah, um, well. It really, it is really about the connections we make.

[00:20:50] So, um, yeah.

[00:20:52] Sarah: You know, as you’re talking, um, I’m thinking of another, uh, word that we often use in the business language, which is the [00:21:00] networking group, right? And so that’s another kind of confusion that some people confuse a community with a networking group or a networking group with a community. And so I think it’s really important also to point out that a community, at least our community and the way I think you see and I see communities is not a networking group.

[00:21:23] So it’s not a place where you just come to, uh, you know, get clients and create business. And I think that’s the new kind of reality that we’re creating, uh, in the Humane Marketing Circle, which is a community that is business oriented because we’re mainly talking about marketing and growing our business, uh, in a different way.

[00:21:48] And yet it relies on friendship and personality, personal connections, and authenticity, uh, first, right? So that is, [00:22:00] So different from the typical networking events that I ever went to not really doing them anymore, but where you are just showing up as a business person. Uh, what we’re trying to create, uh, in the, in the community is.

[00:22:16] Holistic community, I guess. It’s like where you show up as a whole person. You are, uh, you know, on one hand, yes, you are in business. You are a business person, but the friendships, they don’t happen so much on the business level. They happen on the personal level. And that’s why we’re kind of creating these spaces where.

[00:22:37] We’re allowing, you know, the whole human to, to be there and connect on this deeper level. That is never the personal, the business level. It’s always the personal level. Right. And so we find like communities that are business oriented. Are probably even harder to create, uh, at least the [00:23:00] way we want to create them because it’s like this mindset shift.

[00:23:02] It’s like, Oh, I’m not just coming to get something, but I’m also coming to give and really invest that time. It’s a slower approach to, to business in a way. Would you, would you agree with that?

[00:23:18] Eddy: Yes, for sure. This, there is a question that I love to bring in net weaving calls, which is who are you besides your work?

[00:23:27] Exactly. You know, because we are so used. Oh, Sarah, what do you do for a living? And then you start to speak about what brings you money in your life, you know, but this is just a tiny part of Sarah. And in the problem, let’s let’s talk about a bit about the problem, right about business oriented, um, kinds of community, if we call that, um, well, there is [00:24:00] so many people.

[00:24:01] With so many clients and so many, so much money, and yet they don’t feel self-fulfilled yet, they don’t feel happy about what they do, and I think this is what we are trying to do differently. We are trying to make business. As it goes along with our purpose, with our mission, with our life, with who we are, we don’t need to use a mask.

[00:24:27] Uh, we can expand our being, uh, in connection to people. And I think this is all about, um, marketing as we are humans. And this is all about, um, community in the way we are talking here. Intentional, intentional communities. It is about taking, uh, getting out of this. Automatic way of doing everything, um, which is quite a void, empty.

[00:24:55] We feel empty in the end and, and realizing that and trying to do [00:25:00] things, uh, with meaning and with consciousness, uh, bringing consciousness to everything that we are doing. And I think that community is like the one, the only way that we can go. Yeah,

[00:25:13] Sarah: yeah, yeah. No, so true. What I just also thought is that, um, You know, usually in business, you have these membership sites or kind of like learning programs where the idea is to have everybody at the same level so that then there is something that is being taught and we go through a program and then, you know, you take people from level A to level B.

[00:25:39] And so it’s intentional that everybody is in the same level. Uh, if I think about a community, let’s take, you know, an, an inden indigenous community or, uh, you know, I grew up in a hippie community, right? Uh, there was not everybody at the same level. Everybody had different experiences. Everybody had, you know, [00:26:00] different age.

[00:26:01] Um, and so that’s also what we’re trying to build into, uh, the humane marketing circle. It’s not, For, you know, only for beginner business owners or only for business owners that make six figures or, you know, that horrible language that we don’t like, um, it really is kind of like all over the spectrum because, um, everybody needs community.

[00:26:26] It’s not like, oh, only these, you know, people need community, only beginners need community or only experts need community. I think that’s an essential part. And I actually think that, you know, people come with different things that they can bring and different things that they need. So if I think about the people in the community who have more experience, um, They, they, what they want is maybe to, you know, come as mentors and share their knowledge and, [00:27:00] and create, uh, other visibility, uh, opportunities for themselves.

[00:27:04] They don’t need so much of the, you know, initial advice. But they still feel like they’re being seen and heard and recognized and, and useful. Right. And I think that’s also a new concept in the business world. It’s like, Oh, we don’t just put everybody in the same bucket. We’re actually kind of looking at, uh, people as a whole and, and accept everybody and bring everybody in as a leader in their chair, wherever they are in there.

[00:27:33] Experience. How does this apply to other communities that you that you have seen or worked with?

[00:27:41] Eddy: Um, yeah, I, I see these that you’re saying, like, uh, as a belief that comes from military things, you know, and then, and then it gets to the school where we separate, uh, children by age, you know, Uh, and it looks like we are getting, you [00:28:00] know, uh, older and then we are getting smarter because we have, uh, understood more content.

[00:28:07] But in the end, as you say, like, there is such a big opportunity when we, when we merge, uh, beginners with people who are experienced. And, um, and I see it as, uh, the ideal, actually, the ideal pool of a community for learning, uh, purpose, for learning purpose. I think it is this pool of beginners and experienced people.

[00:28:34] And I think that the way it also, uh, our, uh, our, our role as community managers, uh, for in this, uh, is to realize the participation of people, what they are giving and pointing it out for the whole community. Uh, hey, um, hey, Sarah, hey, hey, community, uh, Sarah this month, she took a lot of [00:29:00] energy to build this and that for you.

[00:29:02] Uh, hey, community. Eddie this month he is offering a session, you know, let’s thanks, uh, Adam because he was this month, uh, you know, taking care of the community. So we are like pointing out and bringing attention to the, um, um, to what people are doing for the well, for the welfare of the others. Um, and I think And this is a way to, because yeah, the more experienced people, how can we, how can they feel like they are learning and getting the best of it by practicing what they already have experienced or by learning how to teach what they already have experienced.

[00:29:44] So we, we can give more responsibility. And then here we, we are already starting to talk about benefits for the brand, because even if we are not. Driven by, uh, by money. And when we are driven by [00:30:00] purpose, uh, a brand can be driven by purpose. And what are the benefits for the brand, right? Um, I’m going from one, uh, I’m connecting, right?

[00:30:11] Uh, subject to the other one, just to say that, yeah, the benefit for, for the brand is, and for the members as well, is Having, uh, in a life space of learning, of constant learning. And because… When people, they identify themselves, um, to, to this place where they feel welcome and they feel belonging. They want to talk about it.

[00:30:44] They want to be part of it. They want to bring new people to, to this place because they love being there. Um, and I’m, and it is real, you know, it’s how I feel. So I think this is the benefit that, uh, the brand has. [00:31:00] Because we are, we are really talking about loyalty with members. We are talking about extra value out of contribution and collaboration from members who are willing to do what they are doing.

[00:31:15] We, we don’t even have to ask them because they love being part of the thing and they want to contribute. Uh, and for me the, this is amazing, you know, and for the members, And the benefits for the members, um, I see like, you know, we, what in the end, how do we learn things, uh, new things in the end, right? How do we really actually learn?

[00:31:45] It is not just by reading a book, it is not just by, by taking on a course, uh, and it is not just by being in a WhatsApp group. Um, we really [00:32:00] learn stuff. When we are exposed to new information, and then we are able to test it with what we already believe, what we already know. And then we have a safe space to make new trials with this new information that we’ve got.

[00:32:21] And then we obtain knowledge from, from this. Uh, tests that we have tried, right? And for me, uh, this is the thing about community. What I, what, what we are coming to the conclusion, I feel like it is a world movement. We are understanding that we are finding finally getting that is that being around people who resonate with you, uh, and who want to learn.

[00:32:49] Things that are similar to what you want to learn is the best way to learn whatever you want to learn because you have a space. to be [00:33:00] exposed to that, to learn new things and to test out your new ideas. And then you really have in your body the knowledge, um, and you have a place to practice. So I think this is what we are coming to the conclusion.

[00:33:15] And this is the importance of community. It is like the difference between, um, taking on a yoga retreat of one week and our. are living with yoga people, you know, and practicing and seeing them practicing every morning, every morning you wake up, you wake up late, they are practicing yoga, you wake up late, they finished their yoga, you know, like after a week, you’re like, okay, I’m going to wake up today a bit earlier now try to practice with them.

[00:33:45] And I think By managing our context, uh, architecting our context with intentionality is the best way for us to learn. And this is all community is

[00:33:58] Sarah: about. [00:34:00] Yeah, so true. And it reminds me of what’s on the on the invitation page for the humane marketing circle. I think I said something like, you know, we we talk about and figure out what works for us in marketing, because there’s so much content out there that tells you how you should be doing marketing.

[00:34:21] Right. And so I feel like Yes, I could teach my way of marketing, which I do in the Marketing Like a Human program, but what I really want to offer is this space and place where we can talk about what works for us and then figure out, um, or, or, yeah, we share what works for each of us and then we can figure out, oh, That works for her.

[00:34:46] Let me try that and see how that works for me. And since our values are aligned, our worldview is aligned, then there is a much higher chance that your idea will work for me because it’s ethically aligned, right? [00:35:00] Rather than going, Oh yeah, but that doesn’t really sound good. So, so it’s, it’s, yeah, it’s exactly what you, you said.

[00:35:07] I thought of another benefit that members often say is this idea of the the global community, right? So yes, we are aligned. Yes, we have the same values, the same worldview, and yet we come from different places. You were in Brazil. There’s members from different countries in Europe. There’s members from the U.

[00:35:27] S. And so it brings us these different perspectives that really helps us also then look at things with a different eye and go on. That’s how they do it. Or, you know, also different topics like it. In the circle, we, you know, me, we mainly talk about marketing and business, but you know, obviously politics comes up and, and, and I do talk about ethical behavior.

[00:35:58] And, and so it’s nice to have [00:36:00] different opinions and different things that people, uh, bring in because we are a global community and, and yet we’re all part of this shared humanity. So I feel like the global aspect and learning from each other. In this way is so enriching compared to let’s say I do an online course at home and you know, I’m just in my office and I’m just learning by myself.

[00:36:23] It’s not the same, not the same thing, right? Um, the other thing that, um, you kind of touched upon because you mentioned Adam and Adam is one of our members and he’s also one of the ambassadors. So that’s another way that more experienced members is. Um, get kind of this, um, you know, value for them, but also value to the community because, uh, we have in, in the circle for example, we have three ambassadors who are then taking turns in, in hosting the calls.

[00:36:58] And so that is, [00:37:00] For me, when I started that, I was like, this is exactly what I wanted. I don’t want to be the only reference person in this community. A community is never ego driven or guru driven. It’s, it is, you know, based on different people. And so it’s just so amazing to see, you know, Adam, Rachel and Kelly bring in their perspectives and hosting their calls.

[00:37:25] And, um, yeah, I’m just curious, uh, if you see that working in other communities as well, this ambassador model.

[00:37:35] Eddy: Yeah, so this is what we would call the badges. This is a very known feature for our communities. And a place that has been using, uh, very well all this knowledge about communities is the Web3 projects.

[00:37:53] If you navigate a bit on these new projects about cryptocurrencies and everything, uh, they are [00:38:00] actually making a very good use of all these tools, creating very intentional groups on, on, on Discord, for instance. And in gaming people as well, they also make a very good use of these tools that can reinforce the strength of a community and the badges, for instance, we can we can have, um, when people they they have, they and something like normally mature communities, they will have few few circles that are inner circles and there are outer circles.

[00:38:39] But the goal is not to get to the inner circle. Each circle has its own reason, and people can choose whether they want to be, you know, in the visitor space, or they want to be a resident, you know, or they want to be an ambassador. And I really think about [00:39:00] communities of people who live together, for instance.

[00:39:04] You don’t necessarily want to live there. You might just want to pass the day. Or you might want, or you might want to make a volunteering, um, or you might want to try to become a resident and then the, uh, the community might have a status for you while you understand the values and while, uh, you get to really understand if it resonates to you and the community, if you resonate to it.

[00:39:31] Um. until a day you become a leader in the community as well. So I think this is all the, the badges, they are actually a way to symbolize and to represent what is already happening. It’s the status that are already happening in the communities, in the circles. Uh, in the groups and we are just making it visible and making it [00:40:00] intentional.

[00:40:00] Uh, here are the types of presence that you can have in this place. And this one means this and that one means that, you know, these are the responsibilities of this one and that one. Um, what do you want to, to, to be, you know, how do you want to be part of it? And if you, if you want to be, uh, in. Ambassador, it might have a way until you get there because the ambassadors are mainly, are maybe people who already understand, uh, very well, the, the core values of the business and et cetera.

[00:40:36] So, uh, right. So the badges. Uh, really this thing about seeing what are the roles that, that we have in the community and it is not about creating it, like designing all the thing. Okay. We’ll have these and that, and that badge, it is to create as, as it comes actually, uh, to, well, there is a, [00:41:00] there is a, uh, a person, the community is growing.

[00:41:03] We had just one. one layer in the beginning. Normally, the communities, they start having one layer, which is, are you a part of it or you are not? Uh, the only day later, and then the community starts to get bigger and bigger, let’s say, and then you start to see that you are not managing by yourself. And then you see that there are two members who are very participative and they want to take on more responsibility.

[00:41:31] They love being part of that. They want to offer more. And then you create a badge for them to say, Hey, you are an ambassador now, and they will love to be recognized by the, by the effort that they make, um, people will also understand what is the difference they will understand. Okay, these people, they.

[00:41:52] You know, uh, they are here for a longer period. They understand better. They can help me if I need help. Uh, I can count [00:42:00] on them. Uh, that’s why he or she is leading this session, you know? So I really think it is all about making clear and pointing out what will naturally happen inside the group of people.

[00:42:15] Sarah: Yeah, yeah. And by saying that naturally happened, I think it really comes to this patience and slow growth. It is, unless, you know, you have a big brand in, in, in, in your, your community is around, uh, an existing kind of, um, maybe the audience that turns into a community, but otherwise, if you’re, you know, starting out with a handful of people, it will go through these stages of growth and it’s normal that, you know, first, um, yeah, you, you really have to kind of, I think the biggest thing is you have to.

[00:42:55] Let go of, um, at least at the [00:43:00] stage where the ambassadors come in, it really, it’s growing, um, into something that is Beyond you as a person, right before maybe you’re the only one kind of hosting it and managing it. But once the ambassadors come in, and then you have a community facilitator. Now it’s bigger than you.

[00:43:21] It’s not your community anymore. It’s the community. And that’s why these roles then just naturally evolve and happen because The feedback comes from the community. It’s not you. So more, so much designing it anymore. And, and, and that’s what’s beautiful. But again, in a business context, I would say that it takes some learning.

[00:43:45] I, I know that it did for me. It takes some learning to look at it in a different way. To look at, uh, the, as a community, not as a. Business project so much, but more as this natural thing that has [00:44:00] its own it is its own entity and it will grow if you give it the space to grow and the time as well, so I feel like we’re.

[00:44:12] Kind of coming to to the end. But I want to ask you if we forgot anything that you absolutely wanted to to mention. What would what would you say for closing words about communities?

[00:44:29] Eddy: Yeah, uh, yeah, I’ll just say a word about what you’re saying. That is, uh, I love to say the phrase that my role has been fulfilled.

[00:44:40] If people, they come in, they come in the end and they say, Oh, we have done it by ourselves. Uh, it is a bit ungrateful, but you know, it is the way it should be, you know. I shouldn’t be expecting to be the center of the attention. If my, my intention is really that [00:45:00] people learn the best they can, they get the best they can.

[00:45:03] Um, if they think they have done everything by themselves, they don’t even realize what I have, uh, acted in the place for that to happen. Um, well, this is the ideal actually, you know? So I think it is really about that, about, uh, this creating this space. for, for everyone to learn together and to build friendships that leads to business as well.

[00:45:29] We are, we have been saying over and over, it is not about business and not about making money, but this is actually, it is exactly, but it is another way of making money. It is about making money as we, uh, fulfill our purpose. And the more we fulfill our purpose, more we make money. I think this is the thing, right?

[00:45:55] Yeah. Um, and I think the le I just want to mention a, a last thing and [00:46:00] then say, uh, a phrase to sum it up. Um, you, you talked about the importance of diversity as well, and. It is very important to point out that, uh, it’s very easy to resonate on values. Like, we all value respect, we all, we all value silence, we all value this and that, uh, uh, collaboration.

[00:46:25] But the way that we, uh, actually understand respect or silence or collaboration or love are very different from culture to culture, from family to family, from person to person. And this will lead also to conflicts. And this is part of community. This is very important. If your community never has any conflict, then you have a pseudo community.

[00:46:54] It is something that you are calling a community, but it doesn’t, it didn’t test yet [00:47:00] the reality, you know? And the reality is such that we have different understanding of our same values. We all value the same thing, but we think this is something different. Uh, you think something different. And testing this and bringing it to, to, um, you know, building it together.

[00:47:19] Okay. How might we understand in the practice, what respect means and how we, how might we value that as a community, uh, testing this reality through conflict is very important. So, uh, this is part of community and I just wanted to point it out.

[00:47:41] Sarah: And it’s part of our role to hold the space for that. To be able to hold the space.

[00:47:46] To welcome. Yeah. To welcome. To welcome it. Exactly. Yes. Yeah. And that obviously means that we are continuously doing our inner work so that we can show up as these grounded people who are able [00:48:00] to hold the space and don’t. React and you know, go immediately into reaction. Um, so yeah, it’s a it comes with with, uh, I would say great responsibility as well to to be facility community facility facilitators because it’s more than just an online thing, right?

[00:48:21] These are real human. connections that are happening with, with all the baggage that we come with, uh, as well. So, yeah, thank you.

[00:48:34] Eddy: There is a book for those who want to read more about that, uh, from Scott Peck, a different drum, it is called, and he says there are four stages of community, pseudo community.

[00:48:47] And then it goes to the conflict where we start to realize that we have different, uh, understandings of our values and it gets so big that we cannot, uh, keep to ourselves anymore. And then [00:49:00] it leads to emptiness where most of the people, they go away, they leave. Um, and then it can come to community. So we have to cross all these stages to build a real community.

[00:49:12] How much time it takes? It depends if it is a retreat of one week, uh, one evening together, or one year program. It will take a different time. But the idea… The idea is to pass through the stages. And of course, when you get to community, then you are going to sell the community again, right? Hopefully.

[00:49:35] Sarah: What’s the name of the author? Say that again. Scott.

[00:49:38] Eddy: Scott Beck.

[00:49:39] Sarah: Beck. Okay. Well, make sure to add in the show

[00:49:43] Eddy: notes too. Yeah, sure. And then I just want to say a phrase and also mention another author that I really like. Um, so. The phrase, the phrase is that You are starting to have a community [00:50:00] when you have at least two people begin beginning to feel concerned for each other’s welfare.

[00:50:06] And the true measure of of a community success is not the size of its membership, but the depth. of the relationships and the strength of the shared purpose. So this is the perspective we are looking at. And I want to mention the author Charles Vogel, who have a book written, The Art of Community, where he gives principles and, you know, some, some steps and how you can build.

[00:50:38] Uh, a community. And I also want to say that, uh, whoever is listening to this, uh, podcast, and if you are looking to, for learning more about community on, or how to establish a community, how to get more intentional with the community you already have, uh, feel free to, to look for [00:51:00] me. I’ll be very happy to help you.

[00:51:02] Sarah: Yeah. Thank you. I was going to get to that. So thanks so much for, for sharing, uh, everything we’ll make sure to, to link to, to the two authors you mentioned. Um, yeah, please do not actually, before I ask you to share where people can find you. One more thing that I thought of in terms of diversity is the age, because I remember a kind of a friend or a mentor that I like in the marketing space, Mark Schaeffer, who also wrote a book about communities.

[00:51:40] What is it called? It’s called, uh, belonging to the brand, why community is the next big thing. Um, and so he, I think in the book said, or maybe it was when he was on my podcast, he said, in terms of the community facilitator, look for the youngest person out there. [00:52:00] And so I, I really feel like that’s what I did.

[00:52:03] Uh, you know, you’re the wisest, youngest person I’ve met. And, and so I’m just really, yeah, happy to, to have you in the community and you bring this new perspective that I’m so interested in as well. For, uh, for, you know, the different business paradigm, the way we look at our relationship to work. So you, you bring all that as well.

[00:52:27] Um, and I think the age diversity is equally important. I mean that for, you know, older people, um, But also for younger people, it’s nice to have someone from a more experienced generation and bring that perspective in. So I think that’s another thing that we can pay attention to when building these attentional communities.

[00:52:51] Um, so yeah, please do share where people can find you. Um, is it Fiverr or do you have another place that’s better? [00:53:00]

[00:53:00] Eddy: No, well, I think that my main, the main ways to reach me is LinkedIn. Uh, Instagram, WhatsApp, and I also have a blog, but it is completely in Portuguese for now in medium. So I would say Instagram, WhatsApp, and LinkedIn are the best ways.

[00:53:20] Sarah: So we’ll link to that in the show notes.

[00:53:23] Eddy: And yeah, just to, uh, I, I, I felt about, I feel about mentioning another, another author who is, uh, Jeff Walker. Do you know Jeff Walker? It is like a big name on marketing on launching, right? He has the book, The Launching Formula. In his book, the Launching Formula, he talks about being rich without money, which is tapping into the, the people results, right?

[00:53:53] Right. So his energy is not into building financial [00:54:00] richness, but into building a strong, uh, relationship to people. Because then when he needs something, he knows he can rely on these people who already, who know him. who know what he does and et cetera. So when, even when we are talking about more, um, common marketing strategies, let’s say even then, even there, uh, people are already talking about community and how we can shift from the perspective, uh, and how we can understand that.

[00:54:32] richness is not necessarily the money in your account. Uh, and it is very related to the relations that you have to people and the connections, the strength of the connections and the shared purpose that you have, uh, with the people around you. Oh,

[00:54:48] Sarah: true. Yeah. I always have one last question that I ask every guest and that is, what are you grateful for today or this week?

[00:54:59] Eddy: I’m very, [00:55:00] very grateful for this conversation because it, it, it brings every, it, it gets everything so alive inside me, you know, it, it’s something that, uh, that I love to talk about. I’m really passionate about this subject and about the work that I do with this as well. So in this very moment, I feel very grateful for having this, uh, this talk with you.

[00:55:26] Sarah: I’m grateful also that we’re collaborating on this. So thanks, Eddie.

[00:55:32] Eddy: Thank you. Thank you, Sarah.

[00:55:38] Sarah: I hope you got some great value and inspiration from listening to this episode. The best way to get more of Eddie is by joining our Humane Marketing Circle because he’s there on every call. He’s leading our net weaving calls and he’s also facilitating our online community on Kajabi. So… Find out more [00:56:00] about the circle at humane.

[00:56:02] marketing forward slash circle. If you’d like to get in touch with Eddie for your own community, you’ll find him on Instagram or LinkedIn. And the links are on the show notes page. You find the show notes of this episode at humane. marketing forward slash. H M 1 7 1. On this beautiful page, you’ll also find a series of free offers, the humane business manifesto, and the free gentle confidence mini course, as well as my two books, marketing like we’re human and selling like we’re human.

[00:56:36] Thanks so much for listening and being part of a generation of marketers who cares for yourself, your clients, and the planet. We are change makers before we are marketers. So go be the change you want to see in the world. Transcription by CastingWords[00:57:00]

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