WhatsApp Marketing - a Platform for Connection and Community

The power of organic marketing is sometimes best represented by the marketer's ability to create CONNECTION that leads to a TRANSACTION.

Sometimes this looks like rich user journeys or bold activations. Sometimes it comes down to narratives, meta-narratives, and engagement-driving storytelling.

If you know me, you know my obsession with infrastructure and sustainability when it comes to marketing ROI. So today, I'm opening the topic of Platform.

The platforms we build our marketing infrastructure on are key decisions, and especially in a downturn or an era where arbitrage opportunities are hard to come by, focusing in on the channels that perform is a critical step to maintaining or improving ROI.

And today's crusade is WhatsApp, and pointing out a massive marketing opportunity that the rest of the world is taking full advantage of - but marketers in the United States are SLEEPING ON.

We also have a live session with a super special guest that dives into exactly why everyone is sleeping, and the deeper meaning behind why WhatsApp is such a powerful platform to drive marketing growth.

The Neuroscience of Giving and Transactions

In the realm of human interaction, there's an intricate dance often overlooked: the concept of reciprocation, which deeply ingrained in our psychological makeup.

Much like mirror neurons in our brains, when we extend a hand, there's an almost instinctual drive for the other person to respond in kind. However, the dynamics of giving and prompting transactions are not just black and white. Variables come into play, tweaking this inherent mechanism.

Take, for instance, the sense of entitlement. It can either strengthen the reciprocity loop or introduce complexities, even predatory dynamics.

Donald Trump's unique approach during his campaign is a great example of the power of reciprocation. We see it at work all the time in the political sphere, where donors give with the expectation that the candidate will do something for them. The donors are the givers. The brilliance of the Trump campaign was their inversion of that trope - that he was a man of immense wealth, and didn't need grassroots donor money. He skillfully positioned himself as the giver, rather than the receiver.

This narrative, paradoxically, made his grassroots donors more inclined to give, not perceiving him as entitled. He triggered the reciprocation instinct by positioning himself as a giver, which prompted them to give back.

How often does our marketing come off as entitled?

How often are customers expecting us to be the givers of value, while we are looking for them to be the givers of money?

As a brand, company or marketing leader, it is incumbent on us to initiate the transaction by triggering reciprocity, not promising it.

This brings us to an intriguing perspective: how organic and community platforms like WhatsApp can be leveraged as activation points in this giving-receiving dance.

Hot-Topic: WhatsApp, and the United States vs the Rest of the World

I wouldn't be able to claim my title as memelord / shitposter if I didn't bring you the latest tea ?? and yes, the tweet screenshots are linked to the original tweets, because I love you.

Okay, now that we've had some fun - let's get down to business ??

How to Leverage WhatsApp for Growth & Community

Today I'm joined by Sarah Ali , legendary social impact marketer and growth strategist, to explore the evolving dynamics and untapped potentials of WhatsApp as a platform for community building and engagement. Our conversation delves into a range of intriguing topics:

?Why WhatsApp? We kick off with a comparison of WhatsApp against other community platforms like Circle , Slack , and Discord , unraveling why WhatsApp stands out as a preferred medium for many.

?Innovators in the WhatsApp Space: We spotlight coaches, creators, and solopreneurs who are leading the charge in WhatsApp growth innovation, setting new trends and opening avenues for engaging audiences.

?Email Marketing vs. WhatsApp Communication: Delving into the nuances of SMS/chat mediums, we discuss effective strategies for communication on WhatsApp compared to traditional email marketing.

?Building WhatsApp MVP Communities: For those wondering how to get started on WhatsApp, we share practical tips on building and growing Minimum Viable Product (MVP) communities on this platform.

Additionally, our conversation touches on powerful themes like social impact, activism, and journalism. We explore how these sectors are pioneering WhatsApp to spread messages, generate buzz, and drive engagement. If volunteer organizations can leverage WhatsApp so effectively, what’s holding back major brands from harnessing its full potential?

Join us as we uncover the myriad ways in which WhatsApp can be a game-changer for community growth and engagement, offering a wealth of opportunities for brands and individuals alike.