Bad Community Advice: "Don't Worry About ROI, Just Build" скачать в хорошем качестве

Bad Community Advice: "Don't Worry About ROI, Just Build"

“Don’t worry about ROI. Just keep building.” That advice sounds supportive—until the budget tightens, leadership changes, or someone asks you to justify your job. In this episode, community strategist Brian Oblinger explains why not thinking about ROI from day one is one of the most dangerous mistakes community builders make. Drawing from years of work with large organizations—and translating those lessons for creators and event producers just getting started—Brian breaks down how community value actually shows up inside an organization. We talk about the difference between vanity metrics and meaningful ones, why reporting matters as much as measurement, and how community teams get blindsided when they can’t connect their work to real business outcomes. Brian also digs into cost reduction vs. revenue impact, where community tends to live inside org charts (and why that keeps changing), and how to tailor your community story depending on whether you’re talking to marketing, sales, or leadership. If you’ve ever felt uncomfortable answering the question, “So… what’s the ROI of this community?”—this conversation is for you. Brian Oblinger: https://brianoblinger.com/ ---- SUBSCRIBE ON APPLE PODCASTS: https://podcasts.apple.com/us/podcast... SUBSCRIBE ON SPOTIFY: https://open.spotify.com/show/3dHdA1Q... ---- Want community building tips? Subscribe to my email newsletter: https://www.communitymarketingrevolut... ---- 00:06 Welcome to Bad Community Advice 02:34 Introducing Brian Oblinger and His Work 05:03 Why Community ROI Is Often Misunderstood 07:36 Revenue Is the Wrong First Question 10:05 The Real Value of Community Spaces 12:38 Online Versus Offline Community Impact 15:08 Consulting Lessons From Community Strategy 17:39 What Businesses Actually Expect From Community 20:11 Comparing Community Cost to Paid Marketing 22:42 Advocacy as Long-Term Community Value 25:13 Why Proving ROI Is So Difficult 27:44 Aligning Community With the Right Audience 30:14 What Member Feedback Really Reveals 32:46 Explaining Community Value to Executives 35:17 Budget Tradeoffs and Opportunity Cost 37:48 Choosing Metrics That Actually Matter 40:18 Why Community Functions Like SEO 42:49 Final Thoughts and Where to Find Brian