Posts Tagged ‘community’

Community is your model, connection your strategy

Originally posted on Heliade by Danny Devriendt

 

Wandering through the old streets of Cannes, the various advertisings and teasers are about online. Digital, you know, and social media.  #canneslions 11 is going to be Social. For sure.

Sipping cooled drinks, awaiting the official start of the event, conversation goes on about the future. The future of advertising, communication, news, influencing. The future of some very influencing industries. And, apparently, between industrial quantities of Pastis and Pernod, it has been decided that that future is going to be digital. And social. For sure.

I, for one, think that this is missing the point entirely. I agree with The Nieman Foundation for Journalism at Harvard University: the real future of advertising, communication, media buying and news lies exactly where it was in the past: in the ability to deliver a compelling message to a selected audience.

Having insights (metrics, data, intelligence,…)on the communities that harbor your target audience enables you to plot a suitable connection plan, fueled by conversation topics and appealing content.

It does not matter if that community is on or offline. A good strategy is built around the connecting points, encompassing on- and offline, making sure to reach the community in the least intrusive way. Stop bringing the people to the mountain… move the mountain…

If you reach out to communities… do not forget you reach out to people, not to numbers, or dots on a chart… reaching out to people is pretty social in my book, it always was…

The key to success is still the ability to benefit from insights, to have the right empathy to feel the community, and to cleverly select the right mix of influencing channels.

Some old games never change, they just dress differently…

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Talking dust: you cannot harness the power…

Originally posted on Heliade by Danny Devriendt

 

Buzz words, and buzzing phrases… it’s intriguing to see how concepts that made perfect sense when they were first used,  gradually erode to the dust of absolute hollow meaninglessness…

The phrase I heard most so far at #canneslions is “harnessing the power of communities”. Seriously, every keynote or seminar I went to, used it: harnessing the power of communities. People on stage trying to make us understand that, regardless if you’re in communications, marketing or media buying, you need to aim at that community. And… harness it’s power. Whatever that means.

What rubs me the wrong way is the directional connotation that the new buzz phrase has. Go harness the power of the community. The community is your target. Go, mighty marketing soldiers… go, and harness its power.

I do not see it work. If a community is your target you will fail, miserably. The secret potion of success lies in understanding the community, finding common grounds and interest points, and creating a partnership that is built upon mutual respect. To make it work, you’ll need engagement… and regardless how well you target the community, and how desperate you want to harness its power… well, you simply cannot. Because engagement and interaction comes from them, the people within the community. They will choose whether or not you’re interesting, funny, nice, intriguing and adorable enough for them to invest some of their energy in you.

See, the power of a community exists. It’s pure magic… but you cannot harness it. The power of a community is a precious gift, and rather than go and conquer it, you’ll have to earn it.

Earning trust and respect, that will lead towards engagement, is a social skill. The social in Social Media was not put there by mistake…

So, stop talking dust…

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