A perspective for social media. We talk about building communities every day. They're usually what we're trying to achieve on social media channels, and what we aim to build online. But what does building a community really mean? What makes a community? When does a group of fans and followers become a community? And when do they really start to matter matter?

1. BUILDING COMMUNITIES
IN 2016

2. We talk about building communities every
day. Especially in the context of social
media... But what does it really mean?
What characterizes a community? When does a group of fans
and followers become a community? And do they really matter?

3. With Interactions & Contributions
Between the brand & members,& the members
themselves.
IN THE ONLINE SENSE OF THE WORD, THEY ARE
GROUPS

4. IN THE ONLINE SENSE OF THE WORD, THEY ARE
GROUPS
With Interactions & Contributions
With A Common Purpose
That Continuously Evolve
The most successful communities ebb &
flow
Between the brand & members,& the members
themselves.

5. IN THE ONLINE SENSE OF THE WORD, THEY ARE
GROUPS
With Interactions & Contributions
With A Common Purpose
That Continuously Evolve
The most successful communities ebb &
flow
Between the brand & members,& the members
themselves.
With A Common Purpose
Whether this be a common interest, affinity or
experience

6. They exist both
on and beyond
Social Networks

7. It’s not about any
specific platform
or piece of
technology
As much as it is about
fostering the right
environment around things
that matter to individuals
connected by interests,
hobbies and each other (to
name a few).

8. The closing gap between
what we view as online
and offline, means that
it will become imperative
for us to start treating
our audiences as
communities, and focus
on creating experiences
and moments, rather
than serving content to
be passively consumed.

9. COMMUNITIES TURN PRODUCTS, SERVICES AND
BRANDS INTO MOMENTS, CONVERSATIONS,
MEMORIES AND STORIES....
All things that connect us to others.
That’s why people create communities, because they allow
us to be connected and apart of something bigger than
ourselves.

10. But they need the right
environment in order to
FLOURISH and grow

11. THIS IS WHERE THE
OPPORTUNITIES
FOR BRANDS
APPEAR

12. In creating that
environment
Through understanding your audience
by extracting the real insights that
enable you to provide them with useful
and valuable content that solves
problems, and gives them something
they were looking for.
This is ultimately about making
considered choices that ensure you’re
driving business objectives by creating
the right content, for the right
people, and getting it to them in the
moments that matter.

13. An important part
of this is
understanding The
Community
Lifecycle

14. HERE’S A WAY TO LOOK AT IT
Community
Fans and
followers
users
Planning development Focus,
Expand &
Deliver Value
Maintain &
Nurture
With three
potential paths to
consider

15. WHEN USERS NEVER AMOUNT TO ANYTHING
Community
Fans and
followers
users
Planning development Focus,
Expand &
Deliver Value
Maintain &
Nurture
A lack of proper planning, understanding and attention
usually results in users being unable to connect in the
space you’re fostering

16. WHEN FANS AND FOLLOWERS DON’T CONVERT
Community
Fans and
followers
users
Planning development Focus,
Expand &
Deliver Value
Maintain &
Nurture
Failing to invest and provide quality content, iterate
based on data & focus on the audience (vs. your
product)

17. WHEN EVERYTHING COMES TOGETHER
Community
Fans and
followers
users
Planning development Focus,
Expand &
Deliver Value
Maintain &
Nurture
As a result of focused attention,
optimization, identity development,
and an audience first approach
something truly special begins to
happen…

19. This last path is a
result of focusing
on community and
not channel or
brand messages
It’s about providing the
kindling to ignite fires of
conversation that matter.

20. In 2016, Let’s move away from
conversations about
platforms and key messages.
let’s Build strategies around
people & passions, fostering the
environments that they can
come together in.