• Rules from Zombieland applied to Community Building

    Posted on May 23rd, 2011 by and currently 3 commenting.


    I’m a Zombie junkie, if a character looks like a Zombie, I turn into a couch potato. I’ve spent many late nights watching Shaun of the Dead, Dawn of the Dead, The Walking Dead, and my favorite—Zombieland—instead of sleeping.

    I think all my Zombie watching has it’s rewards… lighthearted paranoia, killer soundtracks, and rules for survival. Evidently the CDC thinks so too (see link).

    In my opinion, Zombieland is the best of the best, a tasty movie (no pun intended) full of humor, zombie killings, and rules to live by. In my twisted mind, I saw brilliance in the survival rules of Zombieland. I also saw a challenge: Can those same rules be applied to community building? Here’s a cherry-picked list of seven “Rules from Zombieland” that I feel fit the bill:

    Rule #1: Cardio. This rule is not PC, basically larger people always die first in a Zombie Apocalypse. Cardio is a good thing, and in the case of community building, cardio is about pacing for the long run. Prepare for a journey not a sprint (or apply Rule #20: It’s a marathon, not a sprint, unless it’s a sprint, then sprint).

    Rule #2: Double Tap. To make sure a Zombie is dead, you double tap (two shots, not just one). How does this relate to community building? It’s about reaching out; doing a double tap. Most of the time companies say, “hello” (at best) and go off to get more likes, members, or customers. A Double Tap plan means having more than one meaningful touchpoint, having a backup plan.

    Rule #5: No attachments. Here comes my social media agnostic speech. It’s easy to get caught up in having a go-to social media strategy. This rule is about dropping your attachments, finding your customer’s attachments then building what they need.

    Rule #8: Get a Kick Ass Partner. Just like in buddy cop movies, communities eventually will need a good cop and a bad cop. It’s hard for a brand to be good cop and bad cop. It can make for community bad feelings. I know a certain community manager with the nickname “The Velvet Hammer” given to her by the community. Brand = good cop, Third-Party or Community Manager = gentle, tactful bad cop.

    Rule #17: Don’t be a Hero. To many times we (the brand, the agency) want to be the Hero. Folks, the customer is the hero, the advocate is the hero, the volunteer is the hero.

    Rule # 30: Pack Your Stain Stick. Communities are built and powered by people. So it’s messy business. Just like surviving a Zombie Apocalypse, you’re probably not going to come out clean. Communities require a lot of blood, sweat, and tears (I happen to think that’s the best part).

    Rule #32: Enjoy the little things. I know you need ROI, measuring eyeballs and ears, body counting, sales, etc., but a community is comprised of living human beings not zombies. Take the time to talk and listen to your communities’ neighbors. Don’t take for granted the people and all the little things that make them care about your brand, your product, your cause.

  • http://www.dukky.com Dominique Ellis

    Dear Geno,

    Thank you thank you thank you for combining two of my loves into one amazing post – branding/community building and zombies. Perfect!!!

    Sincerely,
    Dominique Ellis
    VP, Dukky

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  • http://brainsonfire.com Geno

    Dukky… love your comments. Love your point “The best part of this entire article is that it ironically reminds us not to look at our followers on social media as a mindless horde of brainless minions, but as the actual people that they are.”