Spark Digital: Niche Communities
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The document discusses current trends in digital marketing, emphasizing the importance of creating niche communities for effective consumer engagement. It highlights the challenges of information overload and the need for genuine human connections, particularly in the context of the COVID-19 pandemic. Strategies for building brand loyalty and understanding consumer needs are also presented, along with examples of successful community-driven marketing initiatives.
![Basic
Human
Need for
Connection
This need has always been
there, and it’s more evident
under times of stress.
Identification & Loyalty
The Culting of
Brands
Douglas Atkin
People join [cults] not to be
different but to be more
themselves.
Shared interests
Online or IRL
Individual identity is
strengthened when part of
a group](https://image.slidesharecdn.com/nichecommunities-higheredsocial-220129010935/85/Spark-Digital-Niche-Communities-12-320.jpg)
Spark Digital: Niche Communities
- 3. Digital Marketing Trends Noiseless Niche Using small communities to win big
- 4. 4 2021 // Multiproject presentation Executive Director & Founder Kasandrea Sereno Largest world wide community for social media managers in the education sector with over 10,000 members in 80+ countries. About Higher Ed Social Find Us Online #hesm
- 5. 5 2021 // Multiproject presentation
- 6. 6 2021 // Multiproject presentation Mark your presence Identify your goals Creating niche communities where they can communicate with like-minded individuals about shared interests. Digital Marketing Trends Report Create a community
- 7. 7 2021 // Multiproject presentation Interruption Marketing Central messaging from a brand Clearly defined communication channels Competition for attention
- 8. 8 2021 // Multiproject presentation Inbound Marketing Social proof Testimonials, reviews & comments from users Customer Acquisition Funnels Be useful and nurture leads Be able to be found when a customer is looking for a solution SEO, retargeting ads & driving traffic Lead with product knowledge Content & Feature writing
- 9. 9 2021 // Multiproject presentation Competition for Social Views 8.4 accounts per person since 2015 | 12.5% YOY 2019/20 | 9.2% From widening choices to specialization of platforms Reels Audios TikTok Trends
- 10. 10 2021 // Multiproject presentation The Covid-19 Pandemic Isolation & Zoom-fatigue. Fear & Stress. Lockdowns & Shortages
- 11. 11 2021 // Multiproject presentation Cut thru the Noise Too much information to sift through There are too many options and too much information online. Consumers are skeptical. We want easy/simple Easy to learn, understand, & connect Overwhelm is real. When confronted with too much uncertainly we pull back. Surprise & Delight No one wants to wake up and watch ads In times of uncertainty, we want something familiar. Prioritizing genuine human connections and interactions. Information is no longer a Premium The covid pandemic brought swift and unexpected change to the landscape.
- 12. Basic Human Need for Connection This need has always been there, and it’s more evident under times of stress. Identification & Loyalty The Culting of Brands Douglas Atkin People join [cults] not to be different but to be more themselves. Shared interests Online or IRL Individual identity is strengthened when part of a group
- 13. 13 2021 // Multiproject presentation Cut thru the Noise Too much information to sift through There are too many options and too much information online. Consumers are skeptical. We want easy/simple Easy to learn, understand, & connect Overwhelm is real. When confronted with too much uncertainly we pull back. Surprise & Delight No one wants to wake up and watch ads In times of uncertainty, we want something familiar. Prioritizing genuine human connections and interactions. Information is no longer a Premium
- 14. 14 2021 // Multiproject presentation Online Ads Billboards Radio Television Tailored Content Traditional Marketing Brand to Consumer
- 15. 15 2021 // Multiproject presentation Collective Enrollment
- 16. 16 2021 // Multiproject presentation Customer Journey Subscribe to the magazine Review & Share on Social One Click Ordering Google Search Pinterest Website for TV show
- 17. 17 2021 // Multiproject presentation Website & social media properties & purchasing integrations & offline behavior Integration Map across platforms They will come. Embrace your evangelists. If you build it Move back and forth across platforms in a natural & organic way. Seamless Be agnostic as to where the community chooses to interact with the brand.
- 18. 18 2021 // Multiproject presentation Provide the Opportunity for Serendipity Provide a clear path no matter where they start. Where are your customers? What are their needs? Sell the solution and the user experience of your product. Performance & Brand Marketing Know the customer journey Owned platforms & websites. House in Order Formatting, links, payment integrations. Make the desired action the easiest one to take. Be Easy to Love Platforms that align with your target market & product. Social Presence Listen, test, revise, test, assess, measure, listen again…. Revisit & Revise
- 19. 19 2021 // Multiproject presentation Community Members Engaged & passionate about the brand and experience. Listen to them! Core Members Surface level engagement or transactional in nature. Visitors Passing Through Something attracted them & they stayed because of the utility. Middle Movers Build a Community
- 20. 20 2021 // Multiproject presentation Sephora Beauty Insider Community 3 Million Members Simple chart Gamification & User Insights Robust & Targeted Profile based Built in wayfinding Connect with influencers
- 21. 21 2021 // Multiproject presentation Lego Ideas Community It’s not what your product is or does, it’s what it means to your end user. Value is 100% perception. 2 Million Members
- 22. 22 2021 // Multiproject presentation The Quikrete Community . Tutorials & DIY projects Contests & Challenges 468k on Facebook
- 23. 23 2021 // Multiproject presentation 01 02 03 Identify your niche population. What are their pain points? What do they want more off? What are they not telling you but that they need? Start with a strong foundation What -> How -> Why Who can you partner with, collaborate with, share tips from, in adjacent spaces? Identify the needs it will fulfil Easy, intuitive onboarding and wayfinding. Norms and implicit knowledge needed? Shape the path How to Drive Engagement
- 24. 24 2021 // Multiproject presentation The golden triangle of online communication. Like/Know/Trust Find your sherpas. Never stop learning Trial & Error Test & Evolve T & E Understand human social systems & how they evolve. Build the Culture Set policies & rules and then enforce them. Choose Admins wisely Create ways for members to interact. Seed the Conversation Build a Cohesive Community
- 25. ANY QUESTIONS?
- 27. 27 2021 // Multiproject presentation Dr. Kasandrea Sereno Let’s Chat! Linkedin.com/in/kasandreasereno @KasandreaSereno hello@kasandreasereno.com
- 28. 28 2021 // Multiproject presentation