Building Communities In 2016
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The document discusses the importance of building online communities in 2016, emphasizing the need for brands to foster an environment where individuals can connect over shared interests and experiences. It highlights that successful communities evolve through interactions between the brand and members, creating meaningful moments and conversations. The document also outlines the community lifecycle and stresses the need for understanding audiences to provide valuable content that enhances engagement and drives business objectives.
Building Communities In 2016
- 2. We talk about building communities every day. Especially in the context of social media... But what does it really mean? What characterizes a community? When does a group of fans and followers become a community? And do they really matter?
- 3. With Interactions & Contributions Between the brand & members,& the members themselves. IN THE ONLINE SENSE OF THE WORD, THEY ARE GROUPS
- 4. IN THE ONLINE SENSE OF THE WORD, THEY ARE GROUPS With Interactions & Contributions With A Common Purpose That Continuously Evolve The most successful communities ebb & flow Between the brand & members,& the members themselves.
- 5. IN THE ONLINE SENSE OF THE WORD, THEY ARE GROUPS With Interactions & Contributions With A Common Purpose That Continuously Evolve The most successful communities ebb & flow Between the brand & members,& the members themselves. With A Common Purpose Whether this be a common interest, affinity or experience
- 6. They exist both on and beyond Social Networks
- 7. It’s not about any specific platform or piece of technology As much as it is about fostering the right environment around things that matter to individuals connected by interests, hobbies and each other (to name a few).
- 8. The closing gap between what we view as online and offline, means that it will become imperative for us to start treating our audiences as communities, and focus on creating experiences and moments, rather than serving content to be passively consumed.
- 9. COMMUNITIES TURN PRODUCTS, SERVICES AND BRANDS INTO MOMENTS, CONVERSATIONS, MEMORIES AND STORIES.... All things that connect us to others. That’s why people create communities, because they allow us to be connected and apart of something bigger than ourselves.
- 10. But they need the right environment in order to FLOURISH and grow
- 11. THIS IS WHERE THE OPPORTUNITIES FOR BRANDS APPEAR
- 12. In creating that environment Through understanding your audience by extracting the real insights that enable you to provide them with useful and valuable content that solves problems, and gives them something they were looking for. This is ultimately about making considered choices that ensure you’re driving business objectives by creating the right content, for the right people, and getting it to them in the moments that matter.
- 13. An important part of this is understanding The Community Lifecycle
- 14. HERE’S A WAY TO LOOK AT IT Community Fans and followers users Planning development Focus, Expand & Deliver Value Maintain & Nurture With three potential paths to consider
- 15. WHEN USERS NEVER AMOUNT TO ANYTHING Community Fans and followers users Planning development Focus, Expand & Deliver Value Maintain & Nurture A lack of proper planning, understanding and attention usually results in users being unable to connect in the space you’re fostering
- 16. WHEN FANS AND FOLLOWERS DON’T CONVERT Community Fans and followers users Planning development Focus, Expand & Deliver Value Maintain & Nurture Failing to invest and provide quality content, iterate based on data & focus on the audience (vs. your product)
- 17. WHEN EVERYTHING COMES TOGETHER Community Fans and followers users Planning development Focus, Expand & Deliver Value Maintain & Nurture As a result of focused attention, optimization, identity development, and an audience first approach something truly special begins to happen…
- 19. This last path is a result of focusing on community and not channel or brand messages It’s about providing the kindling to ignite fires of conversation that matter.
- 20. In 2016, Let’s move away from conversations about platforms and key messages. let’s Build strategies around people & passions, fostering the environments that they can come together in.