Episode Summary: How to Build a Thriving Community with David Spinks
Podcast Title: The Marketing Millennials
Host: Daniel Murray
Guest: David Spinks
Release Date: June 20, 2025
Duration: Approximately 33 minutes
Introduction to David Spinks and His Journey in Community Building
Time Stamps: [00:01] - [04:09]
Daniel Murray kicks off the episode by introducing David Spinks, a renowned coach, founder, and thought leader in community building. David is celebrated for co-founding CMX, scaling it to over 20,000 members, spearheading Bevy's growth, and authoring The Business of Belonging. He emphasizes the significance of storytelling in community building, urging that "stories or it didn’t happen."
Notable Quote:
“Stories or it didn't happen.” – David Spinks [00:01]
David’s Path into Community Building
Time Stamps: [01:27] - [04:09]
David shares his early fascination with digital communities, sparked by his experiences with online gaming during middle school. He recounts starting a forum for Tony Hawk's Pro Skater 4, which served as his foundational education in managing online interactions, dealing with trolls, and fostering engaging environments. This early exposure led him to pursue a career that blends business administration with community building, culminating in the creation of CMX.
Notable Quote:
“I struggled with finding community in person, so I really relied on the Internet to find connection and belonging early on.” – David Spinks [03:40]
Defining a Community: Beyond the Labels
Time Stamps: [04:09] - [06:49]
Daniel poses a crucial question about the true definition of a community. David offers a comprehensive perspective, stating that a community is fundamentally about human connection and a sense of belonging. He distinguishes community from traditional marketing by highlighting that while marketing aims to help individuals, community focuses on enabling people to help each other.
Notable Quote:
“When you're building community, you're looking for opportunities to help people help each other.” – David Spinks [04:25]
Essential Traits of a Successful Community
Time Stamps: [05:27] - [06:49]
David identifies key traits that underpin successful communities:
- Engagement: Active participation and meaningful conversations.
- Emotional Connection: A sense of belonging and trust among members.
- Shared Identity: Common language, symbols, norms, and cultural values.
He notes that the depth and quality of these traits can vary depending on the community's purpose, such as emotional support groups versus customer support forums.
Notable Quote:
“People need to be talking to each other, showing up, participating, and feeling connected.” – David Spinks [05:34]
When to Formalize Community Building
Time Stamps: [06:49] - [10:11]
Daniel inquires about the optimal timing for formalizing community efforts. David advocates for an organic approach, emphasizing that communities naturally emerge when there is genuine interest and need among members. He suggests starting with simple conversational spaces, like WhatsApp or Slack, and gradually evolving into more structured platforms as the community grows. Additionally, David emphasizes the value of in-person events as initial steps to build deep, immersive connections.
Notable Quote:
“Communities emerge. They're not something that you can just force into existence.” – David Spinks [07:14]
The Power of In-Person Events in Community Building
Time Stamps: [10:11] - [12:30]
David and Daniel delve into the significance of in-person events, especially in the post-COVID era where people crave genuine interactions. David highlights that physical gatherings activate all senses, fostering stronger relationships and shared experiences compared to online interactions. He suggests using events to create a center of gravity that draws members into the community, complementing online spaces by facilitating follow-up and sustained engagement.
Notable Quote:
“Once they're in the room, it's a much more immersive experience.” – David Spinks [11:36]
Fueling Conversations and Seeding Community Engagement
Time Stamps: [13:03] - [16:49]
Addressing the challenge of initiating conversations within a new community, David emphasizes the importance of quality over quantity. He advises focusing on attracting the right members who are genuinely motivated to contribute meaningfully. Starting with a small, engaged group—even as few as three people—can create a powerful dynamic that naturally attracts more members. David likens community growth to nurturing a plant: with the right conditions, it will flourish organically.
Notable Quote:
“Some of my favorite communities in the world are three people. It's about the right people who actually genuinely want to be there.” – David Spinks [14:23]
Setting Barriers to Entry: Curated vs. Open Communities
Time Stamps: [16:49] - [18:27]
David discusses strategies for managing community growth through barriers to entry. He generally recommends a curated, invite-only approach to ensure that new members align with the community’s values and contribute positively. This method fosters a strong, cohesive culture and prevents the pitfalls of rapid, uncontrolled growth that can dilute shared norms and weaken connections.
Notable Quote:
“I would almost always start by curating and just making it invite only.” – David Spinks [17:13]
Qualities of a Great Community Manager
Time Stamps: [18:27] - [21:17]
When asked about hiring a community manager, David outlines essential qualities:
- Communicative Skills: Excellent writing and empathy to connect and facilitate discussions.
- Authentic Engagement: A genuine connection to the community’s interests and language.
- Operational Abilities: Competence in managing community systems, analytics, surveys, and cross-functional collaboration.
He notes that in mature organizations, community teams can be large and specialized, whereas startups may require versatile individuals who can handle multiple roles.
Notable Quote:
“Are they a great facilitator? Do they understand how to start conversations, manage conversations, how to manage conflict?” – David Spinks [18:46]
The Business Case for Investing in Community
Time Stamps: [21:17] - [28:37]
Addressing the common marketing query about the ROI of community investments, David acknowledges the complexity of directly attributing financial metrics to community efforts. Instead, he advocates for understanding community as a foundational element that builds trust, brand loyalty, and shared identity. He illustrates how community can drive various business aspects, from product acquisition to support, by referencing successful companies like Apple, HubSpot, and Salesforce that have leveraged community as part of their core strategy.
Notable Quote:
“Community just provides this completely different element of how people connect with your brand and with each other.” – David Spinks [22:29]
Final Thoughts: Measuring Community Health and Cultivating Joy
Time Stamps: [28:37] - [32:14]
In concluding the discussion, David stresses the importance of a holistic approach to measuring community health, recommending a portfolio of metrics rather than relying on a single indicator. He also highlights the necessity of building communities that bring joy to their creators and members. Passion and genuine care are paramount; without them, community building can feel burdensome and ineffective.
Notable Quotes:
“Build communities that bring you joy.” – David Spinks [29:27]
“Community becomes pretty easy to build when it's something you genuinely crave and find joy in yourself.” – David Spinks [30:00]
Closing Remarks
Time Stamp: [32:14] - End
Daniel wraps up the episode by acknowledging the invaluable insights shared by David Spinks. He encourages listeners to subscribe, follow the podcast on various platforms, and support the show by leaving a five-star rating.
Key Takeaways
- Organic Growth: Communities should grow naturally by attracting genuinely interested members rather than being artificially constructed.
- In-Person and Online Balance: Leveraging both physical events and online platforms creates a robust and immersive community experience.
- Quality Over Quantity: Focus on engaging the right people who contribute meaningfully to foster a strong foundation.
- Holistic Metrics: Use a range of indicators to assess community health rather than seeking a singular metric.
- Passion-Driven Building: Authentic passion and joy in community building are essential for sustained success and growth.
Connect with David Spinks
- Website: davidspinks.com
- Newsletter: Available on his website.
- Book: The Business of Belonging available through his website.
This episode offers a deep dive into the nuanced art of community building, providing actionable insights and philosophical reflections from one of the industry's leading experts. Whether you're a seasoned marketer or just starting out, David Spinks' perspectives are invaluable for cultivating meaningful and thriving communities.