Jun 20, 2015
What is the common thread between Harley-Davidson and
the Apache’s success?
Both were powerful communities with a resonant &
visceral cause.
“Midgets On Unicycles, Steve
Hofmeyr, Elvis Presley In
Tableview”Finding Your Cause In Marketing
Feedback to @Fred_Roed
Feedback to @Fred_Roed
The noise is increasing.
95% of SA brands use social media.
http://www.worldwideworx.com/corporate-social-2012/
1 out of 5 corporates outsource social
media.
http://www.worldwideworx.com/corporate-social-2012/
55m WordPress Blogs worldwide. 500k new
posts & 400k new comments
http://en.wordpress.com/stats/
55m WordPress Blogs worldwide. 500k new
posts & 400k new commentsevery day.
http://en.wordpress.com/stats/
In SA, 80%+ of corporates value FB comments and
likes, vs. 30% that value
sentiment.
http://www.worldwideworx.com/corporate-social-2012/
Copyright: theoatmeal.com
royal.pingdom.com
With all this noise, community-building is
becoming pretty important.
The word community comes from the Latin word ‘communitas’
which means ‘to share’.
What is a cause?
A cause is something that creates a visceral reaction strong enough to generate community
support.
Which organizations have successfully built
communities around a cause?
Why is a causeso important?
1. A cause is profitable.
2. A cause is compelling.
3. A cause helps you make tough decisions.
3. A cause polarizes people
3. A cause polarizes people but also connects people in a visceral way.
4. A cause is sustainable.
5. A cause makes life meaningful.
6. A cause is cost-effective.
Good cause vs. Bad cause
So finally, why should YOU focus on building
a community?
Customers within a community are 9 times more likely to buy that
community’s product than a competitor’s product.
McKinsey Marketing Report, 2009
Thank you.
Feedback to @Fred_Roed