Ty Haney
speaker
123 appearances
1 recordings
1 series
first heard May 2025
last heard May 2025
Ty Haney’s voice in public audio — every appearance, attributed to the second.
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Appearances
So level two, level three is called rare BFF and people are sharing when they reach level three rare BFF on social, it becomes like a bragging right. And what's going to be quite cool is as we continue to build out this ecosystem, for instance, brands can say anyone in rare BFF level three get, access to this new product from, let's say, a Nike.
And so really this world becomes rich and dynamic in that my status is something that I as a user own within TYB. It ports across different brands and experiences with me. And it becomes an identity layer that we haven't necessarily seen in the loyalty space before.
Yeah, exactly.
Yeah.
There's four parts. So when I think about a brand tapping into the power of community, it starts with a clearly articulated mission or reason for being. So in OV's world, it was get the world moving. Like, how do we inspire people to move on a daily basis? The second is building rituals for activation, which could be in the active space. Our version, again, was
standing up these kind of local activities for people to participate in, in support of that mission. In the beauty space, there's built-in ritual in terms of I'm going through that routine multiple times a day in terms of putting lipstick on or blush and recording it, etc., or master classes, etc. And then the third is around connection.
And so giving this third space for super fans or people obsessed with your brand to connect. And the fourth is incentivization. So we're coming from a world in Instagram and social where... I, as a fan of something, am pressing but not getting much for that.
And so the cool thing about CYB and really where we're headed is every action I'm taking, I'm getting a micro reward and earning further status for. And so that suite of four things to me is ultimately how you activate a brand or a community and find that engagement and enthusiasm around a brand or a product that you might be building.
Yeah, and that's why I think TYB is so cool. I think of it as this experiential funnel. And so quite simply, what the tool allows you to do is to create automated engagement campaigns. And they live next to any marketing campaign. And so the tool lives in parallel with any marketing campaign you might have on your roadmap.
And effectively, it allows you to create a game which drives more engagement around that marketing initiative. and have direct access and measurability to all that's happening within your most obsessed superfan. So it's a pretty fun space to play and proving not to be a very effective tool for brands that want to have and realize the opportunity of community as a growth channel.
What I'm most proud strong at or what I love to do is to create movements around things and so it's almost like a religion that people have real kind of sense of belonging and emotional connection to so we did that well without our voices I think that opportunity is still alive and well for me kind of creating that religion it's around movement and so that's again a very personal thing like
I need movement on a daily basis to show up as the tie that I most want to be both in business and kind of personal aspects of life. So creating movements around things is really what excites me.
And I think we're creating this movement around brands being able to incentivize directly their most valuable fans in a way that sits a bit outside of the influencer world as we know it and the paid acquisition world as we know it. So again, I think TYB becomes this movement, and I'd say creating movements is something that I... love the most about what I do.
Not to go too deep, but it's really cool to think of it like that. The movement creation is something that I love to do. I also... you'll see this turn on. I'm very committed to this recreation universe building. And so I think it's funny because I do have a number of businesses that I'm part of and people are often like, whoa, that seems like a lot.
But to me, they're all quite synergistic in this world building or underneath kind of the recreation umbrella.
I very much believe that compression of time creates value. And so particularly in startups and when you're really trying to go from zero concept to actually something with traction in a real business, pace matters. And so the quicker that you can test something, learn, evolve, iterate, I think that's something I've really loved about building in the tech space is
You're running sprints, two-week sprints, and here's what we're going to get done in this amount of time. Like, by when is a really crucial end point from a management standpoint to compress time around getting things done. And so that's more just of a operating offering.
Yeah, I think it's a team sport. So there certainly can be a Michael Jordan or kind of the star of the team, a Steph Curry, but then there's a cast of characters that all each have an equally important role. And I think not just having a single point of failure with one face is the way of the future, though I
Again, there is such power in having people kind of attached at the forefront of these businesses. It's an emotional business. It's an entertainment business. But I think rather than one face, it's a team of people. It's a team sport. And that's really where there's strength. Let's end with some advice.
It's all about it starts with us. And so it needs to be something that isn't just applied as a marketing tactic, but really you need to take the time to understand authentically, deep down in the DNA of this brand and yourself and your team, what is it that makes sense for us as a ritual for activation or a way to activate people around our mission and theme and purpose.
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