Establishing a Community
Last month the SEO company, Moz, held their annual MozCon where markers gathered to hear experts in the field discuss the latest marketing tips and trends. One of these presentations was from Richard Millington from FeverBee.
Millington covered the basics of what his company does, how to establish a community. He has a couple of basic recommendations on how to draw fans into your community. To begin with, most communities have some sort of boundary. This boundary might be something as simple as being a fan of a product, like the Apple community, but sometimes this boundary might limit those who are a part of the community a little more. Millington sites The Tera Society as one of those very limiting communities, only those with an IQ of 205 can be a part of their community. Currently, they do not have any members.
To create a defined community group, Millington recommends looking at demographics, habits, and psychographics, and then pick two of those categories to begin narrowing down the targeted group. This will give you a description of a type of people who exhibit a specific behavior, your community.
Once You Know Who to Target
Once you have established who your community is, you need to figure out what your community is. Millington recommends establishing rituals or traditions for your group. People who are a part of the Apple group often own many of Apple products. They await the announcement of new products and sometimes they line up days in advance to be the first to adopt the next iPhone or iPad model. These are the traditions of those in the Apple community.
This community needs somewhere to go and meet with each other after it has been established in order to keep those ties strong. With the internet, this is even easier to accomplish today. There are forums online where Apple fans can discuss their products with other fans. This helps those members of the community to learn more about the community and the product works. If the internet cannot find a place for members of communities to congregate, they will often create them on their own.
After these basic set ups have occurred, Millington recommends three more steps to being connecting people with each other in the community. First, encourage unique, shared, experiences. Second, start pushing towards more personal discussions so that people can get to know others in the community, and finally, make everyone influential. If you create an environment where people naturally begin to do this on their own, connections will be formed with others in the community and with the company or product that you are trying to promote.
With just a few simple steps, you can begin to build a community around whatever you want, whether a product, a company, or even something as simple as a TV show. These communities will build your brand and ultimately strengthen your brand image.
To view Millington’s full presentation, you can go here for more.