Community as a Growth Channel: How Notion Did It


November 24, 2021

Last week, Ben Lang, Head of Community @ Notion, shared his secret behind the organic community growth, transforming thousands of passionate early users into brand ambassadors.

If you missed the event, you can watch the event on-demand now!

Shout out to Joel Primack who attended the event, and shared some of his key takeaways:

  • Have a super clear, thorough brand voice, so every interaction is consistent
  • Activating a community with localization (in-person and virtual events, content, ambassadors, etc.)
  • Create places for members of your community to connect, learn, and share their use cases
  • Build programs for Influencers, Ambassadors, & Consultants (specializing in your software/platform) - yes, they're 3 different audiences!


More Community Hacks:

Watch the full interview or parts of it to learn Notion’s community growth tactics:

  • (timestamp 1:50) - How to get a job at your dream company. Ben shares his journey from being an eBay trader and part of the Israeli intelligence service to becoming Notion’s 11th employee.
  • (timestamp 7:00) - Reverse-engineering Notion’s hockey stick community growth and steps to get on that path.
  • (timestamp 12:00) - The art of building an ambassador program.
  • (timestamp 26:30) - Ben’s list of community marketing & evangelist tools from engagement and events, to analytics and swag.
  • (timestamp 29:30) - Notion’s KPI and why they are different depending on the program.
  • (timestamp 35:00) - If you’re experiencing a lack of engagement, don’t force it. Do this instead.

Partner Offer

Threado is a marketing platform for businesses with a community-first approach to growth. Threado acts as a command center for you to manage your online community, no matter where it exists (on Discord, Slack, or any other platform). They are launching their private beta very soon. Head over to https://threado.com and join the waitlist! 🚀

Threado has also launched Community OS - 800+ community resources and Notion workbook on Producthunt.com. Help us support Pramod and his team by upvoting and downloading the resource.


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