How brands can leverage digital communities
When you picture a digital community maybe Sims comes up or some other digital avatar style community where you get to be the sickest, baddest version of yourself.
That’s not what we’re talking about.
Digital communities offer huge opportunities for brands wanting to drive influence through audience segments, perhaps to launch a product, change a perception or drive sales. And they’re not virtual.
Most of us are members of a digital community – if you’re a fan of Peloton you might be one of their 460,000 Official Peloton Facebook group members, if you like surfing you might be part of the 25,000 strong OMBE Surf Hacks movement on Facebook.
These digital communities bring people together with a common interest and have never been more active or more impactful on our daily lives than they are now. And nowhere are these communities being created—and catered to—more than on social media.
They present opportunities for brands to partner with influencers within these already established groups and sometimes quite niche groups, rather than having to establish them from the ground up on their own.
The keys to nailing this are threefold:
- Find the platform your community is most active on and understand how they communicate with one another
- Find the influencers/ambassadors within these communities and identify how you can use their voice and content format to align with your brand message
- BE AUTHENTIC! At the end of the day this is key: consumers respond best to authentic content. Find ambassadors that embody your brands values and have your product or service fit authentically into their everyday life.
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