Passionfruit Pulse by Mischa
Hey passionate people and welcome newbies,??
I'm going to be honest with you, this week I really struggled with what to write in the Marketing Breakdown.?
I was lacking inspiration. That is, until our weekly insights meeting on Wednesday morning where we discussed community. Everyone had a different definition of what community is and it got me thinking...
What does community even mean? Keep reading to find out.?
And, if there's a Marketing Breakdown you want to see, let me know.?
Now, it's Passionfruit Pulse time?→ Killer?articles, a marketing breakdown and?campaigns that get the pulses going.
There is an?overwhelming amount of content out there. So every Thursday, I make it easier by sharing a selection of super valuable marketing content.
Not for skim-reading.?
What's raising our pulse...
The world of work
Marketing
The marketing breakdown...
What the fudge is community?
There are two official definitions of community:
1. A group of people living in the same place or having a particular characteristic in common.
2. The condition of sharing or having certain attitudes and interests in common.
Now, both of these definitions make perfect sense.
But, neither seem to encompass the feeling you get when you are part of a 'real' community.?
To me, community means a place of belonging. Somewhere you find people in the same industry as you, or with the same interests. Somewhere you can learn. Somewhere you can ask questions without feeling silly. Somewhere with little to no judgement.?
To our Co-Founder, Issah, and Jess, our Sales Engineer, community is where a group of people come together digitally or physically to share a similar belief, way of life or goal.??
Everyone seems to have a slightly different definition. But, how are those definitions translated into community marketing? Can community really drive revenue for a business?
Let's break it down...
?
During our insights meeting, Raffi our other Co-Founder, pointed out that when jobs are cut, those in community seem to be hit hardest.?
Is this because it's a 'nice to have' rather than a real revenue driver?
Maybe.?
The other possibility is that community marketing is hard. It takes time, effort and perseverance to successfully build a community.?
My guess is that most of the companies cutting community marketing from their strategy are those that haven't put in the required time or resources to help that community grow. And, because of that, they weren't seeing results.?
领英推荐
Community is a 'nice-to-have' but it is also one of the most powerful marketing tools a company has...
?? It provides real-time, honest feedback on your product or service.?
?? It promotes loyalty which helps with customer retention.
?? It drives positive word of mouth and that drives sales.?
Now, let's bring it back to the definition of community and the concept of 'sharing' — sharing interests, ideas and learning from one another.?
Sharing your learnings with your community won't directly drive revenue.?
But, the happiness your community members feel will.?
That happiness comes from providing?real?value.?
I say this most weeks but buyers are savvy.?We know when something is fake or being forced.?
You can't build a community just to satisfy the needs of your business.?
Running a community has to be two sided and it must?be authentic or else there's no point in trying.?
Marketing we love...
the LEGO Group 'LE FLORIST' pop-up gained 3M views in just a couple of days.?
Who did it better? British Vogue or Aldi UK ?
Gymshark launch new?Diffuse Sweat Headband?for textured hair.?
What we are obsessing over...
This Tweet by John Long.?
Well, it's good to know that not everyone thinks AI is coming for our jobs.?
That's all for this week.
See you next Friday,?
Mischa x?