Leveraging Community in Your Marketing Strategy

The idea of belonging to a group that resembles your morals, values, or even your physical likeness, is nothing new. Humans are a tribal species. Groups make us, in most cases, comfortable. As technology changes how we communicate and interact with each other, communities- or, least the 'idea' of community- also changes. Though word-of-mouth still reigns supreme as the best method of translating ideas, how word-of-mouth is defined and who transmitted the message changes as new methods of communication, gatekeepers of information, pop up. I want to tackle the idea of community from a marketing perspective. Why is it important? What have other marketing professionals documented about the power of community? And from 2019 and beyond, what are some concrete ways marketing professionals can build community following around their brands?

Communal Consumption

"Communal consumption" is a term I remember learning as an Elon undergrad in my Integrated Marketing Communications (IMC) course. In the class my professor, a former BBDO marketing scientist, lectured on about how particular brands attracted particular people. And, at that time in the early 2000's, only a few number of brands really paid attention. The example suggested was that every person on a Harley Davidson motorcycle would wave or nod to another person on a Harley when passing by.

Sure, I saw motorcyclists nod or acknowledge each other on the highway, but due to my limited knowledge of motorcycles, I never then discerned if the people involved were riding Harleys.

As I thought on the subject, I definitely witnessed communal consumption in the running community. Even more so in the coaching community.

But why is communal consumption important? It is important because it allows consumers to connect with people who like what they like. Consumers can find a way to identify with a group of people who, in at least one case, is like them. What a powerful feeling.

Tribes- Seth Godin

Marketing professional and author Seth Godin gave a wonderful talk on tribes and how marketing pros can get in front of them to lead. This talk highlights that people are already creating groups and circles- that's the easy part. The hard part is finding a brand or product that will match what that group is looking for, and engage in a genuine, meaningful way.

Lovemarks- Kevin Roberts

The former CEO of the internationally famous agency Saatchi & Saatchi, Kevin Roberts delivers a talk based on his book Lovemarks. In the talk, he points out that marketing professionals need to "live in the now", to take risks, and to be connected with the community we want as consumers.

What's the Point?

The point is, even though community in marketing isn't a new idea, brands have to develop tactics using new technologies and activities to create messages and stories that would resonate with a community. While it sounds hard to do, the benefits are worth it.

Social Media- Community's Rise to Glory

Social media provided a way for communities to gather and connect worldwide. Physical proximity is no longer necessary (although, there are recent reports out there highlighting the benefits of physical closeness). I, for example, can share and discuss marketing strategies and tactics with marketing professionals across the world in a Slack channel. Consumers share experiences, reviews, and more across the rising number of social media networks. Let's be clear- social media didn't 'create' the idea of community, but it amplified it in a way which caught the marketing industry woefully unprepared.

Why is Community So Important These Days?

Like Seth Godin said in his 'The Tribes We Lead' talk, tribes are already there and gathered, but they are waiting for someone to lead them. As we continue down this road of fragmented internet and media consumption, consumers have proven that they want to find places- either physical or digital- that they belong. In times where people are overwhelmingly trusting social media for information, marketers must take communities seriously.

When marketers take communities seriously, strategies can be created to attract, engage, and delight* the community gatekeepers, its influencers, and the rest of the group. While I admit that I am no 'expert' at building, attracting, and delighting communities, I do believe in 2019 and beyond some standards practices will be developed. Here are a few of my predictions.

Predictions for Success in Community-Building for Brands

Digital + Physical Presence

As your community is built digitally, whether through your website, social media, newsletter, or all of the above, there must be a plan to get your digital tribe to interact offline. Yes, joining groups, retweeting your influencers and sharing Facebook posts are great, but nothing beats taking a selfie or getting a high-five from people who share the same space and ideas that you do. While digital has gotten people connected, it takes events, conferences, and any in-person meeting to draw people together. The latter strategy is going to set brands apart from the rest.

Badges, Tags, and Flags to Flaunt Allegiance

As Behave author Robert Sapolsky might put it, it is a classic case of Us vs. Them. When we belong to a group or community, especially if it is selective, we want to show how and why we belong. A family crest. A community saying. A city culture. A county, state or country flag. Or, even something is simple as a star for finishing your homework, to a digital badge for completing a certain certification.

For brands, people adopt hashtags, like #myadidas, or #lovesubaru. Esports and popular games have done this by providing merchandise people can wear and show others what games or esports teams they follow. If you provide ways for your consumers to prove what community they belong to, they will gladly show their allegiance. But if you betray them, those same consumers will leave as publicly as they arrived.

Demonstration of Morals and Values to Sync with Your Community

Also known as the 'believe in something, and mean it' philosophy. It is hard for me to call this the 'corporate social responsibility' section, because there are some socially-ambiguous brands out there (to put it lightly) that garner loyal, active communities. Whatever your brand's moral foundation is built on, stick to it. If your values constantly shift, and your fortitude seems to flavor whatever the wind picks up, your base will sense it, and leave. Dove, Tom's Shoes, R.E.I., and New Balance** are all great examples of creating a culture and set of beliefs that resonate with their community.

Loyalty Breeds Loyalty.

If you are loyal to your community, then not only will community members be loyal to you, but they will also encourage others to be loyal also. Loyalty helps brands establish a social proof that, when advocated by other community members trusted by the whole, is trusted by people inside the community, and those on the outside who are thinking about joining.

Conclusion

If you are in marketing, or if you are responsible for your organization's marketing strategy, do not ignore the power of communities. Even if there is not a Discord server, Facebook group, or Reddit thread dedicated to your brand or product, the fact that you exist in doing business indicates that there are a group of people or businesses out there waiting to be led. So the bigger question is, what are you waiting for? Leverage community-building in your marketing, and grow a bigger, more loyal, following.

*I know, it's Hubspot's 'Inbound Marketing' philosophy. It works here, too.

**With my running and coaching background, I could go on and on about how awesome, tight-knit and responsive the running community can be. If you're interested,you're welcome to message me.