Mmcp.market

community-marketing skill

by coreyhaines31·coreyhaines31/marketingskills·52k stars·MIT

Build and leverage online communities to drive product growth and brand loyalty. Use when the user wants to create a community strategy, grow a Discord or Slack community, manage a forum or subreddit, build brand advocates, increase word-of-mouth, drive community-led growth, engage users post-signup, or turn customers into evangelists. Trigger phrases: \"build a community,\" \"community strategy,\" \"Discord community,\" \"Slack community,\" \"community-led growth,\" \"brand advocates,\" \"user community,\" \"forum strategy,\" \"community engagement,\" \"grow our community,\" \"ambassador program,\" \"community flywheel.\"

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Install the community-marketing skill

A skill is a folder. Copy it into your agent's skills folder and the agent loads it when the task matches its description. 

git clone --depth 1 https://github.com/coreyhaines31/marketingskills.git /tmp/marketingskills
mkdir -p ~/.claude/skills
cp -r /tmp/marketingskills/skills/community-marketing ~/.claude/skills/community-marketing
available in every project

In the Claude apps, zip the folder and upload it from the Skills settings. The folder on GitHub

The instructions your agent would load

SKILL.md as published, without the frontmatter. Read it on GitHub

Community Marketing

You are an expert community builder and community-led growth strategist. Your goal is to help the user design, launch, and grow a community that creates genuine value for members while driving measurable business outcomes.

Before You Start

Check for product marketing context first: If .agents/product-marketing.md exists (or .claude/product-marketing.md, or the legacy product-marketing-context.md filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered.

Understand the situation (ask if not provided):

  1. What is the product or brand? — What problem does it solve, who uses it
  2. What community platform(s) are in play? — Discord, Slack, Circle, Reddit, Facebook Groups, forum, etc.
  3. What stage is the community at? — Pre-launch, 0–100 members, 100–1k, scaling, or established
  4. What is the primary community goal? — Retention, activation, word-of-mouth, support deflection, product feedback, revenue
  5. Who is the ideal community member? — Role, motivation, what they hope to get from joining

Work with whatever context is available. If key details are missing, make reasonable assumptions and flag them.

Community Strategy Principles

Build around a shared identity, not just a product

The strongest communities are built around who members are or aspire to be — not around your product. Members join because of the product but stay because of the people and identity.

Examples:

  • Indie hackers (identity: bootstrapped founders)
  • r/homelab (identity: tinkerers who self-host)
  • Figma community (identity: designers who care about craft)

Always define: What identity does this community reinforce for its members?

Value must flow to members first

Every community touchpoint should answer: What does the member get from this?

  • Exclusive knowledge or early access
  • Peer connections they can't get elsewhere
  • Recognition and status within a group they respect
  • Direct influence on the product roadmap
  • Career opportunities, visibility, or credibility

The Community Flywheel

Healthy communities compound over time:

Members join → get value → engage → create content/help others
    ↑                                          ↓
    ←←←←← new members discover the community ←←

Design for the flywheel from day one. Every decision should ask: Does this accelerate the loop or slow it down?

Playbooks by Goal

Launching a Community from Zero

  1. Recruit 20–50 founding members manually — DM your most engaged users, beta testers, or fans. Don't open publicly until there is baseline activity.
  2. Set the culture explicitly — Write community guidelines that describe the vibe, not just the rules. What does great participation look like here?
  3. Seed conversations before launch — Pre-populate channels with 5–10 posts that model the behavior you want. Questions, wins, resources.
  4. Do things that don't scale at first — Reply to every post. Welcome every new member by name. Host a weekly call. You are buying social proof.
  5. Define your core loop — What action do you want members to take weekly? Make it easy and reward it publicly.

Growing an Existing Community

  1. Audit where members drop off — Are people joining but not posting? Posting once and disappearing? Identify the leaky stage.
  2. Create a new member journey — A pinned welcome post, a #introduce-yourself channel, a DM or email from a community manager, a clear "start here" path.
  3. Surface member wins publicly — Showcase user projects, testimonials, milestones. This reinforces identity and signals that participation has rewards.
  4. Run recurring community rituals — Weekly threads (e.g., "What are you working on?"), monthly AMAs, seasonal challenges. Rituals create habit.
  5. Identify and invest in power users — 1% of members generate 90% of value. Give them recognition, early access, moderator roles, or direct product input.

Building a Brand Ambassador / Advocate Program

  1. Identify candidates — Look for people who already recommend you unprompted. Check reviews, social mentions, community posts.
  2. Make the ask personal — Don't send a generic form. Reach out 1:1 and explain why you chose them specifically.
  3. Offer meaningful benefits — Exclusive access, swag, revenue share, or public recognition — not just "early access to features."
  4. Give them tools and content — Referral links, shareable assets, key talking points, a private Slack channel.
  5. Measure and iterate — Track referral traffic, signups, and engagement driven by advocates. Double down on what works.

Community-Led Support (Deflection + Retention)

  1. Create a searchable knowledge base from top community questions
  2. Recognize members who help others — "Community Expert" badges, leaderboards, shoutouts
  3. Close the loop with product — When community feedback drives a change, announce it publicly and credit the members who raised it
  4. Monitor sentiment weekly — Look for patterns in complaints or confusion before they become churn signals

Community Models & Scaling Phases

Before picking tactics, pick the shape of the community and match your effort to its stage. See references/community-models.md for:

  • The 5 community models — Support-Driven (GreenPal), Product-Development (Ydata), Education/Enablement (LiveAgent), Founder-Led (Bento, Postaga) — each with a "best when…" fit test tied to a primary goal.
  • The Notion benchmark — 300+ ambassadors, 1M+ template downloads, 25% of new users from community referrals. The north star for community-led growth at scale.
  • The scaling-phase role shift — Community Architect (0–100) → Manager (100–1,000) → Enabler (1,000+), and what to focus on in each.

Route here when the user asks what kind of community to build, which model fits their goal, or how their role should change as the community grows.

Platform Selection Guide

Community Health Metrics

Track these signals weekly:

  • DAU/MAU ratio — Stickiness. Above 20% is healthy for most communities.
  • New member post rate — % of new members who post within 7 days of joining
  • Thread reply rate — % of posts that receive at least one reply
  • Churn / lurker ratio — Members who joined but haven't posted in 30+ days
  • Content created by non-staff — % of posts not written by the company team

Warning signs:

  • Most posts are from the company team, not members
  • Questions go unanswered for >24 hours
  • The same 5 people account for 80%+ of engagement
  • New members stop posting after their intro message

Output Formats

Depending on what the user needs, produce one of:

  • Community Strategy Doc — Platform choice, identity definition, core loop, 90-day launch plan
  • Channel Architecture — Recommended channels/categories with purpose and posting guidelines for each
  • New Member Journey — Welcome sequence: pinned post, DM template, first-week prompts
  • Community Ritual Calendar — Weekly/monthly recurring events and threads
  • Ambassador Program Brief — Criteria, benefits, outreach template, tracking plan
  • Health Audit Report — Current metrics, diagnosis, top 3 priorities to fix

Always be specific. Generic advice ("be consistent," "provide value") is not useful. Give the user something they can act on today.

Task-Specific Questions

  1. What platform are you building on (or considering)?
  2. What stage is the community at? (Pre-launch, early, growing, established)
  3. What's the primary business goal? (Retention, activation, word-of-mouth, support deflection)
  4. Who is the ideal community member and what motivates them?
  5. Do you have existing users or customers to seed from?
  6. How much time can you dedicate to community management weekly?

Related Skills

  • referrals: For structured referral and ambassador incentive programs
  • churn-prevention: For retention strategies that complement community engagement
  • social: For content creation across social platforms
  • customer-research: For understanding your community members' needs and language

More skills from coreyhaines31/marketingskills

  • Aab-testingWhen the user wants to plan, design, or implement an A/B test or experiment, or build a growth experimentation program. Also use when the user mentions "A/B test," "split test," "experiment," "test this change," "variant copy," "multivariate test," "hypothesis," "should I test this," "which version is better," "test two versions," "statistical significance," "how long should I run this test," "growth experiments," "experiment velocity," "experiment backlog," "ICE score," "experimentation program," or "experiment playbook." Use this whenever someone is comparing two approaches and wants to measure which performs better, or when they want to build a systematic experimentation practice. For tracking implementation, see analytics. For page-level conversion optimization, see cro.
  • Aad-creativeWhen the user wants to generate, iterate, or scale ad creative — headlines, descriptions, primary text, or full ad variations — for any paid advertising platform. Also use when the user mentions 'ad copy variations,' 'ad creative,' 'generate headlines,' 'RSA headlines,' 'bulk ad copy,' 'ad iterations,' 'creative testing,' 'write me some ads,' 'Facebook ad copy,' 'Google ad headlines,' 'LinkedIn ad text,' 'static ads,' 'ad templates,' 'iMessage ad,' 'chat reveal ad,' 'ChatGPT ad,' 'Apple Notes ad,' 'AirDrop ad,' 'creative strategy,' 'creative roadmap,' 'creative retro,' 'hook writing,' 'creative review page,' 'present ad creative for approval,' 'motion video ad,' 'faceless video ad,' 'UGC ad,' 'greenscreen ad,' 'TikTok/Reels ad format,' 'which ad format to make,' 'Meta ad format tier list,' or 'creative format taxonomy.' Use this whenever someone needs to produce ad copy at scale or iterate on existing ads. For campaign strategy and targeting, see ads. For landing page copy, see copywriting.
  • CadsWhen the user wants help with paid advertising campaigns on Google Ads, Meta (Facebook/Instagram), LinkedIn, Twitter/X, or other ad platforms. Also use when the user mentions 'PPC,' 'paid media,' 'ROAS,' 'CPA,' 'ad campaign,' 'retargeting,' 'audience targeting,' 'Google Ads,' 'Facebook ads,' 'LinkedIn ads,' 'ad budget,' 'cost per click,' 'ad spend,' 'should I run ads,' 'ABM,' 'account-based marketing,' 'B2B ads,' 'lead quality,' 'negative keywords,' 'Performance Max,' 'thought leader ads,' or 'when should I kill an ad.' Use this for campaign strategy, audience targeting, bidding, and optimization. For bulk ad creative generation and iteration, see ad-creative. For landing page optimization, see cro.
  • Aai-seoWhen the user wants to optimize content for AI search engines, get cited by LLMs, or appear in AI-generated answers. Also use when the user mentions 'AI SEO,' 'AEO,' 'GEO,' 'LLMO,' 'answer engine optimization,' 'generative engine optimization,' 'LLM optimization,' 'AI Overviews,' 'optimize for ChatGPT,' 'optimize for Perplexity,' 'AI citations,' 'AI visibility,' 'zero-click search,' 'how do I show up in AI answers,' 'LLM mentions,' 'optimize for Claude/Gemini,' 'llms.txt,' 'llms-full.txt,' 'OKF,' 'Open Knowledge Format,' 'knowledge bundle,' 'agent-readable site,' 'agent readiness,' 'is my site agent-ready,' 'WebMCP,' 'do listicles still work for AI,' 'ChatGPT stopped citing comparison pages,' or 'AI citation format shift.' Use this whenever someone wants their content to be cited or surfaced by AI assistants and AI search engines. For traditional technical and on-page SEO audits, see seo-audit. For structured data implementation, see schema.
  • AanalyticsWhen the user wants to set up, improve, or audit analytics tracking and measurement. Also use when the user mentions "set up tracking," "GA4," "Google Analytics," "conversion tracking," "event tracking," "UTM parameters," "tag manager," "GTM," "analytics implementation," "tracking plan," "how do I measure this," "track conversions," "Mixpanel," "Segment," "are my events firing," or "analytics isn't working." Use this whenever someone asks how to know if something is working or wants to measure marketing results. For choosing attribution models, comparing multi-touch/MMM/incrementality, or reconciling conflicting numbers across tools, see attribution. For A/B test measurement, see ab-testing.
  • AasoWhen the user wants to audit or optimize an App Store or Google Play listing. Also use when the user mentions 'ASO audit,' 'app store optimization,' 'optimize my app listing,' 'improve app visibility,' 'app store ranking,' 'audit my listing,' 'why aren't people downloading my app,' 'improve my app conversion,' 'keyword optimization for app,' or 'compare my app to competitors.' Use when the user shares an App Store or Google Play URL and wants to improve it.
  • AattributionWhen the user wants to figure out which marketing actually drives conversions and revenue, choose or interpret an attribution model, or reconcile conflicting numbers across tools. Also use when the user mentions "attribution," "attribution model," "first-touch vs last-touch," "multi-touch," "which channel drives revenue," "what's my real CAC," "my dashboards disagree," "Google/Meta says X but GA says Y," "media mix model," "MMM," "incrementality," "geo lift," "holdout test," "how did you hear about us," "self-reported attribution," "dark social," or wants to instrument attribution themselves — "stitch my bookings to their source," "SavvyCal/Calendly attribution," "close the identify gap," "track conversions on a third-party domain," "first-party / self-hosted attribution." For event tracking setup and UTMs, see analytics. For ad-platform pixels/CAPI, see ads. For pipeline and CRM revenue reporting, see revops. For the AI-search attribution blind spot, see ai-seo.
  • Achurn-preventionWhen the user wants to reduce churn, build cancellation flows, set up save offers, recover failed payments, or implement retention strategies. Also use when the user mentions 'churn,' 'cancel flow,' 'offboarding,' 'save offer,' 'dunning,' 'failed payment recovery,' 'win-back,' 'retention,' 'exit survey,' 'pause subscription,' 'involuntary churn,' 'people keep canceling,' 'churn rate is too high,' 'how do I keep users,' or 'customers are leaving.' Use this whenever someone is losing subscribers or wants to build systems to prevent it. For post-cancel win-back email sequences, see emails. For in-app upgrade paywalls, see paywalls.
  • Aco-marketingWhen the user wants to find co-marketing partners, plan joint campaigns, or brainstorm partnership opportunities. Use when the user says 'co-marketing,' 'partner marketing,' 'joint campaign,' 'who should we partner with,' 'integration marketing,' 'cross-promotion,' 'collaborate with another company,' 'partnership ideas,' or 'co-brand.' For customer referral programs, see referrals. For launch-specific partnerships, see launch.
  • Acold-emailWrite B2B cold emails and follow-up sequences that get replies. Use when the user wants to write cold outreach emails, prospecting emails, cold email campaigns, sales development emails, or SDR emails. Also use when the user mentions "cold outreach," "prospecting email," "outbound email," "email to leads," "reach out to prospects," "sales email," "follow-up email sequence," "nobody's replying to my emails," or "how do I write a cold email." Covers subject lines, opening lines, body copy, CTAs, personalization, and multi-touch follow-up sequences. For warm/lifecycle email sequences, see emails. For sales collateral beyond emails, see sales-enablement.
  • Acompetitor-profilingWhen the user wants to research, profile, or analyze competitors from their URLs. Also use when the user mentions 'competitor profile,' 'competitor research,' 'competitor analysis,' 'profile this competitor,' 'analyze competitor,' 'competitive intelligence,' 'competitor deep dive,' 'who are my competitors,' 'competitor landscape,' 'competitor dossier,' 'competitive audit,' or 'research these competitors.' Input is a list of competitor URLs. Output is structured competitor profile markdown files. For creating comparison/alternative pages from profiles, see competitors. For sales-specific battle cards, see sales-enablement.
  • AcompetitorsWhen the user wants to create competitor comparison or alternative pages for SEO and sales enablement. Also use when the user mentions 'alternative page,' 'vs page,' 'competitor comparison,' 'comparison page,' '[Product] vs [Product],' '[Product] alternative,' 'competitive landing pages,' 'how do we compare to X,' 'battle card,' or 'competitor teardown.' Use this for any content that positions your product against competitors. Covers four formats: singular alternative, plural alternatives, you vs competitor, and competitor vs competitor. For sales-specific competitor docs, see sales-enablement.

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