Home » Education

Tribe Communication Tools: An Etsy Case Study

Ranked #5,854 in Education, #135,393 overall

Successful online tools to build and engage your community

How Etsy is changing the way the DIY community interacts

Companies interested in building or improving the community aspect of their websites often look to the DIY (do-it yourself) community leader, Etsy. Etsy is a website which provides the general public with a way to buy and sell handmade items. Etsy did not create the community. The community was already there. They just created a platform that brought the community together. Since their launch in June 2005, they have over 2 million registered community members and are rapidly growing.

In this lens I will describe the several tools that Etsy uses on their website to build and grow the DIY community. In addition, suggestions how you can incorporate similar tools into your website.

New Table of Contents

  1. Forums
  2. Add a forum to your website
  3. Virtual Labs
  4. Add a virtual lab to your website
  5. Chat
  6. Add chat to your website
  7. Teams
  8. Host teams on your website
  9. Blog
  10. Add a blog to your website
  11. Widgits and viral resources
  12. Add viral resources to your website
  13. See what's new with Etsy
  14. Learn more about creating on-line communities
  15. What did you think of this lens?

Forums

Forums are like a public bulletin board allowing for online discussions. This is a great resource for companies to utilize for support, research and marketing.

The Etsy forums are a place for users to ask questions, report bugs and discuss Etsy. They have hundreds of post everyday. To regulate the active forum, they have four full time staffers who take turn monitoring.

Tips from the Etsy forum:
  • Include an administrative section on the top of your forum. The forums are constantly growing with the number of posts. You want to make sure an important post stands out at the top and doesn't become lost in the regular posts.
  • Be open. Etsy is always asking for feedback, both positive and negative. There is also a section to report bugs and problems. If someone is not comfortable posting publicly, a direct e-mail address is also included.
  • Include rules and guidelines for appropriate behavior on your forum. There are positives and negatives to having an open online forum. Some of the negatives are: trolls, sock puppets, spammers, and double postings. You can read about these here. Etsy has created specific rules for their forum seen here.
  • Divide the discussions into topics. This allows for organization on the forum. Etsy divides their discussions into multiple topical categories. To read about their organization you can read about their guidelines here.

    • Add a forum to your website

    suggested tools

    Etsy uses a homegrown software application for their forums. However, there are several tools out there to create a forum for your community. Check out the suggested tools below, rank them, or add a new one!

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    Virtual Labs

    A virtual lab is a live workshop of online classes. Virtual labs are changing the way education and networking occurs. All you need is a computer and internet access.

    In an effort to bridge the gap between the physical Etsy Labs and the very active Etsy community, they created the Virtual Etsy Labs. This allows Etsy to bring everything that goes on in their Brooklyn Labs and from the community all over the world straight to your computer.

    Attending an event in the Virtual Etsy Labs is like being in a live classroom. You can watch and hear the instructor live, ask a question, chat with other attendees, raise your hand, and applaud. It allows for full interaction.

    Etsy uses the labs to bring the community together in several ways. Using a streaming webcam they host events, demonstrate live how-to's, hold team meetings, live shop critiques.

    To learn more about the Etsy Virtual Labs, check out these resources:
  • Etsy Launches the Virtual Labs
  • Articles tagged "Virtual Labs"

    • Add a virtual lab to your website

    suggested tools

    Etsy uses a homegrown software application for their virtual labs. However, there are several tools out there to create a virtual lab for your community. Check out the suggested tools below, rank them, or add a new one!

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    Chat

    Chat rooms are interactive spaces where you can virtually "talk" with other members of the community in real time.

    Etsy has three standard chat rooms for the community to join at all times. They also have a feature that enables community members to create their own custom chat room. Teams can use the chat rooms for virtual meetings and can even password-protect the chat room for privacy.

    Tips from the Etsy chat room:
  • Similar to the forums, you need to set rules and moderate the chat rooms for trolls, sockpuppets, spammers, etc.
  • The Etsy chat rooms are moderated by the community, there is a flag button to report activity mentioned in the bullet above.
  • People who join chat rooms and do not participate are called 'lurkers.' Try to make them feel comfortable and join in the conversation.


    • To learn more about how Etsy aids interaction between community members with the chat rooms check out these resources:
  • DOs & DON'Ts of Etsy Forums and Chat Rooms
  • The Newbie's Guide to Etsy Chat

    • Add chat to your website

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    Teams

    Teams are groups are typically independently run, and meet on a regular basis to discuss and share information on a variety topics. In other fields, such as technology, they are referred to as, "user groups." These groups can meet on and offline. This is an excellent, inexpensive way for people in the community meet who have a shared interest.

    The Etsy teams are a grassroots engine for support, marketing and sales. The Etsy Teams facilitate relationships between members to promote their lifestyle. Etsy provides resources for them to start and then it is up to the teams to exist and grow. They allow teams to work autonomously to find the best ways to grow and thrive on their own.

    Currently, Etsy connects 450+ growing teams through the community page on their website. They provide tips and guides on running an effective team, internet resources to market and promote, and downloadable promotional material for team's events and web presence. They also hold weekly workshops for team members and leaders to share ideas and insights about running and marketing a successful Etsy team. The teams are encouraged to communicate through the Etsy Virtual labs and online chat.

    Host teams on your website

    suggested tools

    Etsy host a link for each team on a dedicated team webpage. They also use Google calendar to show show upcoming team events. Below are suggested tools that you can use to create and host a team on your website. Check them out, rank them, or add a new one!

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    Blog

    A blog is an easy and successful way to share information with your community and highlight important members, events, and updates.

    Etsy has created a superblog that is more like an online magazine. It provides information and announcements for buyers and sellers about the site. Articles in the superblog are written by Etsy's staff, special guests and members of the Etsy community. It is updated several times daily with new content. Readers can leave comments and pitch ideas for new articles. Under a creative commons license, you can post the articles with few provisions.

    There's lots more info about The Storque in these places:
  • The Storque FAQ Series: As the Storque Flies
  • About the Storque

    • Add a blog to your website

    suggested tools

    Etsy uses a homegrown software application for their superblog, The Storque. However, there are several tools out there to start or add a blog to your website. Check out the suggested tools below, rank them, or add a new one!

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    Widgits and viral resources

    True fans like to show they are part of a community. Offline a person may wear a t-shirt or hat with your logo. Online, they can post a widgit or banner that shows their commitment to the community. A widgit is a plugin that can be added to other websites, blogs, or even to their desktop that links back to your website.

    Etsy does a great job in creating online resources for the community. They provide banners, buttons, and resource suggestions to promote their store on Etsy. Easy Banner generator is a tool to create a banner for their shop. They also provide pre-created templates that can easily include the name of a shop and tagline.

    Add viral resources to your website

    suggested tools

    Etsy has an internal team to create banners, logos and widgits for users to download from their website. However, there are several tools out there that can sell your gear, create a widget or banner. Check out the suggested tools below, rank them, or add a new one!

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    Learn more about creating on-line communities

    Have you read these books?

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    What did you think of this lens?

    suggestions, additions and ideas are welcome!

    • operasinger Jun 6, 2009 @ 11:54 am | delete
      Thank you for all the great resources and congrats on your company. I'm a fan!
    • blonndie1965 May 3, 2009 @ 10:03 am | delete
      Excellent Lens! Makes me look at Etsy in a whole new way - lots of great info and resources! 5 Stars & Favorited - Thanks so much!
    • brooke Mar 30, 2009 @ 11:34 am | delete
      Ah! Thank you for clearly breaking down Etsy's genius with community building and for giving great resources for how to 'do it yourself'.
    • pjhodges Mar 20, 2009 @ 2:18 pm | delete
      This is a wonderful "menu" I am going to use as a resouces when working on social media planning. Thank you!
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    beccany

    Southern Girl living in New York City. On a leave of absence from the open source world to participate in an apprenticeship with Seth Godin.

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