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. 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 ten “Rules from Zombieland” that I feel fit the bill:

1. @Geno Church | Brains On Fire @WeirdoToys | Justin Gammon
10 Rules for your Community to Survive a Zombie Attack…

2. BA CK S TO RY
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.
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?

3. The original blog post.

4. c ase you haven’ t not iced:
In
Z OM EoSt!
BI h
a re
In case you haven’t noticed ZOMBIES are Hot

5. The Walking Dead

6. Works War Z

7. The First zombie film… 1932 White Zombie

8. And my Fav… Zombieland the inspiration for this preso.

9. Meet Justin Gammon design marvel… at Brains On Fire. And Zombie Illustrator

10. Justin Gammon

11. Rule #1: Cardio. Heart Beat -- to me this speaks to the purpose. A community is a collection of people that live in the real world not just in a dot com.

12. R ule #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, and
strengthening the heart and the soul of the
community—which are PEOPLE.
Cardio is for the health of the community.
Having a purpose sets the stage for basic
community health, and a healthy heartbeat.
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, and strengthening the heart and the soul of the community—which are PEOPLE.
Cardio is what feeds a community, gives it a purpose “the why” of it’s existence.
Cardio is for the health of the community. Having a purpose sets the stage for basic community health, giving your community something to do.

13. C ut i t On
C ut IT Oğ
Sadly we treat communities… and PEOPLE like an on and off switch… We cut it on, we cut it off.
You can't cut your heart on and off like a light switch… and you shouldn't be doing the same with the conversations at marketing you build to engage your customers.

14. M a ke
tha t an 11!
Think volume dial – some times there's static, soft noise, then it gets louder, and sometimes it gets really loud, but your goal is to never let it go quiet, a zero.

15. Maybe together… the brand, employees, customers… can make something magical like turn the volume to an 11.

16. Rule #2: Double Tap. A Double Tap plan starts - with how does one become a member? How many of you are like me and suffer from username and password amnesia?

17. Rule #2:
The Dou ble 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 and doing a double
tap. Most of the time companies say, “hello” (at best)
and go off to gather more likes, members or customers.
Building a community is so much more than a “like.”
A Double Tap plan - your community strategy should
start with “how does one become a member?”
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 and doing a double tap. Most of the time companies say, “hello” (at best) and go off to gather more likes, members or customers. Building a community is so much more than a “like.”
A Double Tap plan - your community strategy should start with “how does one become a member?”

18. I stumbled onto this white paper years ago… about cults… it got me thinking about how people first make contact with a community.

19. Ask Peo ple
to pu t So me
Sk in in
th e Ga me
Ask people to put some skin in the game… refer members, share their "why" they joined, give leadership something to do, become a real hello.

20. One way is a barrier of entry - Fiskars Brand Ambassador Program; The Fiskateers. Has a Barrier of Entry.
To become a Fiskateer… you have to click on a Lead Fiskateer, and tell that you want to be a Fiskateer.
Guess what, you get a real email back… “that’s great tell me why you want to be a Fiskateer?”
Yep, we lose some folks, but it starts a connection… and a human welcome.

21. Rule #5: No
attachments.

22. Rule #5: No attachments.
I have a confession… I’m a social media
agnostic

23. Rule #5:
N o Aĭ ac hme nts
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.
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.

24. vacation for a second.
nted
Let’s take a mental
. Re
the trip to Paris you always
d vs
You’re finally taking
dreamed of. After a deli
return to the hotel room
been stolen. No mor
cards. No more passp
cious French meal, you
to find your bags have
e Euros. No more credit
ort. After battling the
a French police officer,
O wne
language barrier with
you head to the A merican Embassy for help. The Embassy: Your
Although you’re on foreign soil, as soon as you
r, you’ve found your home
Home Away From Home
walk through the doo
away from home.
Embassies are an esta blished presence where
interactions, conversatio ns and participation
are facilitated by o ne or more ambassadors.
Owned vs Rented…
The Embassy: Your Home Away from Home
Let’s take a mental vacation for a second. You’re finally taking the trip to Paris you always dreamed of. After a delicious French meal, you return to the hotel room to find your bags have been stolen. No more Euros. No more credit cards. No more passport. After battling the language barrier with a French police officer, you
head to the American Embassy for help. Although you’re on foreign soil, as soon as you walk through the door, you’ve found your home away from home.
Embassies are an established presence where interactions, conversations and participation are facilitated by one or more ambassadors.
Let’s talk real estate: owned vs. rented

25. We’re going to
minute. Think
owned real esta
talk home turf
of community.c
for a
te. It belongs to
om as Owned Some thoughts
You have contr you.
ol of the conver
You decide how sation.
and when to bl
post a photo. Yo og or
u decide how p
blog or photo w osting a
ill be done. You
change the des can
ign. You make t
It’s a space the he rules.
brand controls
.
Owned: We’re going to talk home turf for a minute. Think of community.com as owned real estate. It belongs to you. You have control of the conversation. You decide how and when to blog or post a photo. You decide how posting a blog or photo will be done. You can change the design. You make the rules. It’s a space the
brand controls.

26. Why are owned pro
Control: Owne
space where you
perties important?
d properties provide a
can lead, direct and
Owned
Some thoughts
create your conversation
Credibility: Adds c redible because it lives
on a brand/commun ity connected site.
Value back to th e Brand: Because the
Brand empowers leade rs and members to
have honest, open conversations, they
establish a pro-peop le presence founded
in transparency.
Why are owned properties important?
Control: Owned properties provide a space where you can lead, direct and create your conversation
Credibility: Adds credible because it lives on a brand/community connected site.
Value back to the Brand: Because the Brand empowers leaders and members to have honest, open conversations, they establish a pro-people presence founded in transparency.

27. Ren ted
Now let’s talk a
bout rented pro
realize it, but i perties. You ma
f you’re social m y not
already renting edia savvy, you
all over the pla ’re
Twitter, Wordp ce. Facebook,
of rented prope
ress and YouTu
be are all exam
ples
Some thoughts
rties. You can c
(i.e. create acc reate “camps”
ounts/profiles)
properties, but in these rented
you’re not in co
work. Just like ntrol of how th
renting a house ey
you can’t paint , if the landlord
the walls or ha says
the cookie crum ve a dog – that’
bles. The same s how
rented online p thing goes for
roperties. If Tw
to convey your itter says you h
message in 140 ave
If Facebook cha characters, so b
nges their priv e it.
don’t have a sa acy policies, yo
y in the matter u
.
Rented: Now let’s talk about rented properties. You may not realize it, but if you’re social media savvy, you’re already renting all over the place. Facebook, Twitter, Wordpress and YouTube are all examples of rented properties. You can create “camps” (i.e. create accounts/profiles) in these rented properties, but you’re not in
control of how they work. Just like renting a house, if the landlord says you can’t paint the walls or have a dog – that’s how the cookie crumbles. The same thing goes for rented online properties. If Twitter says you have to convey your message in 140 characters, so be it. If Facebook changes their privacy policies, you don’t
have a say in the matter.

28. Why are rented pr
Rented propertie
operties important?
s are great way to
Ren ted Some thoughts
connect. Though yo u may not have all
the control, they p rovide an opening in
the conversation to r each out to people
outside your owne d “home turf” and
become a part of their conversations.
Why are rented properties important?
Rented properties are great way to connect. Though you may not have all the control, they provide an opening in the conversation to reach out to people outside your owned “home turf” and become a part of their conversations.

29. Ren ted
So let’s go back
to the embassy
metaphor.
Your owned pro
perty (commun
is your homela ity.com)
nd. Think of th Some thoughts
you create in re e footprints
nted spaces (F
Twitter) as you acebook,
r little embassi
like the embass es. Just
y in France, yo
make the law o u may not
f the land, but i
little space you n that
can represent w
stand for. And hat you
you can become
welcoming plac a
e that invites o
that rented spa thers in
ce to join you.
So let’s go back to the embassy metaphor.
Your owned property (community.com) is your homeland. Think of the footprints you create in rented spaces (Facebook, Twitter) as your little embassies. Just like the embassy in France, you may not make the law of the land, but in that little space you can represent what you stand for. And you can become a welcoming
place that invites others in that rented space to join you.

30. Rule #8: Get a Kick Ass
Partner.

31. Rule #8:
Get aK ic k Aį
PAr tner
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.
Just like in buddy cop movies, communities eventually 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.

32. Community Manag ement is not just
Bes tF rie nds
ly
about being a disc ussion police. The
community CM can
role in building rel
play an important
ationships early on
g with commenters.
r ules aĬ
by engagin
BFF Baby. T reat your community
members as your best friends.
Community Management is not just about being a discussion police. The community CM can play an important role in building relationships early on by engaging with commenters.
BFF Baby. Treat your community members as your best friends.

33. Rule #16 Opportunity Knocks

34. Rule #16:
OĬ or tun ity
K no cks
Every time the door knocks you answer it,
unless, there’s a bloody screaming zombie
banging loudly at your door.
Every time the door knocks you answer it, unless there’s a bloody, screaming zombie banging loudly at your door.

35. Same thing with co
and engagem
mmunity content
ent. Have a plan for
Be com eF ans
answering an
community m
d adding on to your
embers’ comments.
iggest opportunities
of You rF ans
This is one of the b
you have to build r eal relationships
and show tha t you care what your
community memb ers think, elevate
them by ackn owledging them.
Same thing with community content and engagement. Have a plan for answering and adding on to your community members’ comments.
This is one of the biggest opportunities you have to build real relationships and show that care what your community members think, elevate them by acknowledging them.

36. Wonderopolis… a wonder a day… builds conversations that become a community

37. Engaging in comments from readers… plants the seeds for community. Conversations people carry around in their lives.
online and offline.

39. User-generated Wonder Video -Wood Bat vs Metal Bat

40. Rule #20 It’s a marathon, not a sprint, unless it’s a sprint, then
sprint

41. R ule #20: on,
am t
It’s rin ar ath
sp nt, then sprint
ot a’s a spri
n s it
unles
Sometimes, you need a kick start and a
sprint to get things started. Integrating
media that is interesting or surprising
can get people clicking.
Sometimes, you need a kick start and a sprint to get things started. Integrating media that is interesting or surprising can get people clicking.

42. S PRINT!
How we’re launching TinkerNation for Liquid Wrench

43. Animated banner ads that move you to a story… about; tinkering

45. We engaged bloggers from tinkering categories… and ask them to share “why” they tinker.

46. Transparency - of the bloggers.

47. Rule # 30: Pack Your Stain
Stick.

48. Rule #17:
P ac kY our
St ain St ick
Communities are built and powered by people.
This means it’s a 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).
Communities are built and powered by people. This means it’s a 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).
A community is composed of Human Beings not Human Doers. We all have good days and bad days.
Having a clear purpose and community mantra puts everyone on the same page. Still, there are people who will go rogue. Having a clear purpose helps the community police itself.

49. th eF Ut ur e osfhould not be
your
B us in eį y!
T ec hn ol og
The future of your business should not be technology!

50. it should be about Human Beings… we’re not Human Doers.

51. A comm unity is composed of
s not Human Doers. P eop le
HE
Human Being
AR ET
We all have good d ays and bad days.
Having a clear purpose and
community m
on the same p
people who w
antra puts ever yone
age. Still, there are
ill go rogue. Having
purpose helps the
K iĥ er
Aď
a clear
commu nity police itself.
People are the Killer App

52. Rule #29 The Buddy System

53. Rule #29:
Th e Bu Ġy Sys tem
We join communities to be a part of something,
and we all want to be a part of something bigger
than ourselves. We also want to connect with
like-minded kindred spirits that share the same
passion that caused us to join the community in
the first place.
Communities get stronger as people connect
sideways (member-to-member), not just brand-
to-member or lead-to-member. Thanks Seth Godin
for reminding us of that.
We join communities to be a part of something, and we all want to be a part of something bigger than ourselves. We also want to connect with like-minded kindred spirits that share the same passion that caused us to join the community in the first place.
Communities get stronger as people connect sideways (member-to-member), not just brand-to-member or lead-to-member. Thanks Seth Godin for reminding us of that.

54. Dribbble

55. A community for Designers… you have to be drafted to get into the community by current members.
And yes, its got a basketball theme.

56. Justin shared his are for this preso in all stages of development… to get suggestions. To create a better product.

59. Rule #17: Don’t be a Hero.

61. Rule #17:
Do n’ t Be
aH er O
Too 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.
Too 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.

62. Ama zing thin gs ha ppen
W hen Yo uG ive
Up owner sh ip!
Amazing things happen… When you give up ownership.

63. Meet Scrap Girl and Croppin… Fiskateer SUper Heroes… and they re offline-ers… meaning they don’t post online. But they do empower the brand and the community at local charity events… and they inspire others to be fanactics.

64. Super Hero tool belts… when you become a Fiskateer you get a number… a place in the community, forever.

65. Justice for Children International… had to change their name.

66. The story of a nameless little girl… allows others to join in an share the story.
Co-Ownership and an Identity for advocates to abolish child sex slavery.

67. The story of a nameless little girl… allows others to join in an share the story.
Co-Ownership and an Identity for advocates to abolish child sex slavery.

69. Rule #32: Enjoy the little
things.

71. Rule #17:
E njo yt he
Li ĭl eT hi ngs
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 community’s neighbors. Don’t
take for granted the people and all the little
things that make them care about your brand,
your product and your cause.
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 community’s neighbors. Don’t take for granted the people and all the little things that make them care about your brand, your product and
your cause.

72. W hat IF… the re was a
OM BIE A PO CA LY PS E?
Z
What if… there was a Zombie Apocalypse?

73. W ould YOU h ave real to fall
attwee
el the
R ll ns died
io ting psorbraocw?
hi tom k on
If a
Would you have real relationships to fall back on if all the tweeting died tomorrow?

74. the Peop
usu for the way you
mloove yo for le
Faho
Be w
L OV E TH EM !
Be famous for the people who love you for the way you love them.
Be lovable. Love your people back.

75. b Ra
(
ins!
ON F IRE)
Presentation by:
Geno Church
@GenoChurch
Design/Illustration by:
Justin Gammon
@WeirdoToys
BrainsOnFire.com