If you
reflect on the way consumer conversations have evolved, you would realize that
every couple of years there is a quiet transition that takes place. The diagram
below elucidates the way these conversations have evolved.
With every shift, these conversations have become more focused and more
subject specific. What this results in is, that there are more like minded
people in a particular community, more subject specific conversations
happening, more active discussions happening and the credibility of these
discussions are also then higher.
For example, from talking about automobiles to a select few random people offline, to talking to a wider audience of random people online, to talking with a smaller variety of automobile loving people on social media, we have reached a stage where we can connect with very similar mindset people who, for instance, love the Gypsey. (on the Facebook community Gypsey Lovers [Maruti Suzuki] )
It is for this reason i say it is absolutely vital for all brands today to leverage existing communities and better still create and nurture newer communities; Communities that will not just talk about your product or service, but be based on broader themes that will connect with people, their sentiments and echo their emotions. In the process you will be building a database of people who will be receptive to any brand related information you seed in the community over time.
Which are the communities you have tied yourself with? Which are the communities you are most active on? Observe these things in light of the perspective shared above and that will enable you to chart your brand strategy, with respect to building communities online.
Interesting observations...Cheers
ReplyDeletetks dude :)
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