Meta | Speaking, Workshops & Advisory
Facebook’s Groups product team wanted practical insight into how a global community can launch, grow and stay healthy across countries, cultures and time zones.
They were not looking for generic community theory. They wanted to understand what happens in practice: how to attract the right early members, train volunteer admins, support moderators, create useful content, connect online activity with real-life events and help new groups build momentum from day one.
Anne brought the operating model behind Girl Gone International, which had grown from one local group into more than 250 communities across 60 countries, supported by a geographically dispersed volunteer admin team.
She translated years of community-building experience into live training, a practical growth framework, admin and moderation guidance, content templates and event resources for the Facebook Groups team.
The work gave the product team a real-world view of what sits beyond platform features: the human judgement, local context, leadership and participation design that help people choose to join, contribute and return.
What it shows: Platforms can provide the tools. Strong communities still need clear purpose, capable leaders, practical systems and reasons for people to participate.
Community Building, Activation & Strategy
A travel founder had built a strong product, but did not want the brand community to become a stream of product promotion or discount codes.
The opportunity was bigger: create a distinct place in the travel world around a purpose the brand could genuinely own, with a clear social impact and a reason for people to participate beyond buying.
We helped define the community’s purpose, audience, values and participation model. This included a content and storytelling strategy, ambassador pathways, user-generated content, member meetups, branded gatherings and a model for activations in different markets.
We turned customers into contributors and advocates, creating a brand people wanted to be part of, not simply buy from.
What it shows: A strong brand community needs a purpose beyond the product, giving people a reason to participate, contribute and advocate.
Community Partnerships & Marketing
A consumer brand wanted a deeper understanding of a key demographic than social platforms and ad dashboards could provide.
Its ideal customers were already active in existing online communities, particularly Facebook groups, discussing the exact issues, frustrations and decisions the brand needed to understand. The challenge was to listen, learn and build relationships without barging in, extracting insight or treating communities as media inventory.
We helped map relevant communities, identify the conversations worth paying attention to and shape a respectful, permission-based community partnership approach.
This included opportunities for useful sponsorship, co-created content, events, local partnerships and community-led campaigns, alongside a plan for building an owned community over time.
We helped the brand become a useful part of the conversation, while bringing richer human context into product, marketing, PR and customer experience decisions.
What it shows: Brands can learn from and work with existing communities without exploiting them, building trust, relevance and better decisions in the process.
Community Building, Activation & Strategy
A financial services employer had remote and office-based teams, with a significant number of international hires relocating for work.
The company was investing heavily in recruitment, onboarding and relocation, but cultural differences, loneliness and a poor partner experience were contributing to low belonging and avoidable turnover. Employees might settle into the job, while their partners and families struggled to settle into the place.
We mapped the employee and partner journey from pre-arrival through the first year, identifying the moments where people felt unsupported, disconnected or unsure where to turn.
The work included community-led welcome pathways, local connections, peer support, cross-cultural team practices, hosted gatherings, manager guidance and opportunities for partners to build their own networks.
The aim was not simply a better welcome. It was stronger retention, smoother integration and a more human employee experience for people building a life as well as starting a job.
Community Building, Activation & Strategy
A company owned an online product community with thousands of members, but very little was happening inside it.
The product team had once found it useful for discovering use cases, asking questions and improving features. Customer teams saw its potential for peer support. Marketing saw potential advocates. But members were mostly lurking, conversations were thin and people did not have a clear reason to return.
We audited the member journey, content, prompts, onboarding, structure, moderation and team roles to understand where participation had stalled.
The work could include clearer community purpose, better first-member pathways, product feedback circles, customer story formats, peer-led discussions, recognition for top contributors and a stronger route between the community, product and customer service teams.
The aim was to turn a quiet owned platform into a living source of customer intelligence, peer connection, support, advocacy and product insight.
Community Building, Activation & Strategy
Community Listening & Human Insight : A consumer brand had access to surveys, social listening, customer feedback and online community conversations, but too much information and not enough clarity.
AI could help surface recurring themes, questions, language and sentiment at speed. But the team still needed to understand what people actually meant, which patterns mattered, what was cultural context rather than a trend, and what should change as a result.
We combined AI-assisted listening with human judgement, community context and direct conversation. We looked beyond what people were saying most loudly to understand what was shaping their choices, frustrations, trust and behaviour.
The work turned scattered conversation into clear priorities for product, customer experience, content, partnerships and local activation.
The result was not another insight report. It was a more confident way to decide what to listen to, what to act on and where human context still needed to lead.
Best for: brands with large volumes of customer feedback, social conversation, survey data or community discussion that need clearer judgment, stronger cultural context and more useful next steps.
AI can help you hear the conversation at scale. Humans decide what it means and what to do next.
