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"Sharing is Caring"
What do we expect from our target audience?
In the age of social media, it seems like the more directly we can interact with our audience, the more we tend to simplify our expectations from it – and although a top priority in creating a successful interface, in many cases, simplicity comes ahead of meaning.
Many brands stop at building a content platform aimed at creating a community around them, but keep things pretty shallow. A content platform with no role or purpose in their audience’s life will find it difficult to bind a community. Viewing your target audience as a herd of sheep moving from platform to platform by hype, misses the point and will make it difficult for community-driven brands to compete in the already flooded market.
The question that should guide a community leader is, who is this platform created for, and what is essential to this person’s life.
The deeper the analysis and the more connected the strategy is to the end-user, the stronger the community that will be established around the organization. Content is merely a tool for expressing a position, an insight or a vision, along with other tools.
What do we expect from our target audience?
In the age of social media, it seems like the more directly we can interact with our audience, the more we tend to simplify our expectations from it – and although a top priority in creating a successful interface, in many cases, simplicity comes ahead of meaning.
Many brands stop at building a content platform aimed at creating a community around them, but keep things pretty shallow. A content platform with no role or purpose in their audience’s life will find it difficult to bind a community. Viewing your target audience as a herd of sheep moving from platform to platform by hype, misses the point and will make it difficult for community-driven brands to compete in the already flooded market.
The question that should guide a community leader is, who is this platform created for, and what is essential to this person’s life.
The deeper the analysis and the more connected the strategy is to the end-user, the stronger the community that will be established around the organization. Content is merely a tool for expressing a position, an insight or a vision, along with other tools.
Driven By Purpose
Unite and Change
If there is something that unites a community, it is the power to do things that individuals can’t achieve on their own: a whole that is greater than the sum of its parts. There are quite a few platforms built on this insight for various purposes, from Kickstarter to Wikipedia.
One example is Drove, a platform for activism. It is built on the principle of a group, practically and conceptually. The platform enables creation of campaigns that motivate people to act on social and political matters, giving everyone an opportunity to make a difference. Its success leans on the fact that the greater chance you get to shake things up, the more involved you get.
One example is Drove, a platform for activism. It is built on the principle of a group, practically and conceptually. The platform enables creation of campaigns that motivate people to act on social and political matters, giving everyone an opportunity to make a difference. Its success leans on the fact that the greater chance you get to shake things up, the more involved you get.
Personal Point of View
How do you create a strong community from several separate groups, each with its own team spirit?
itrek is a non-profit organization that provides a platform for Ivy League students to lead their classmates on a tour of Israel. They are known as Leaders, and itrek aims to enable each and every one of them to convey their personal point of view to their audience.
Over time, the Leader groups of each university grew stronger and became independent cells. A shared purpose is vital in bringing all these cells together as a community. The resulting brand expresses and emphasizes the personal perspective of each Leader. Through the shared purpose, a group of individualists has become a community.
itrek is a non-profit organization that provides a platform for Ivy League students to lead their classmates on a tour of Israel. They are known as Leaders, and itrek aims to enable each and every one of them to convey their personal point of view to their audience.
Over time, the Leader groups of each university grew stronger and became independent cells. A shared purpose is vital in bringing all these cells together as a community. The resulting brand expresses and emphasizes the personal perspective of each Leader. Through the shared purpose, a group of individualists has become a community.
Part of Something Bigger
This game isn’t dominated only by non-profits: commercial platforms can also be driven by meaning.
Lynx, formerly known as People & Computers, began as a content brand in the field of computing. Aiming to attract new readers and followers, they started organizing professional conferences, which gained momentum and became their primary line of work.
During their rebranding, it was decided to adopt – or, in fact, return - to the role of community builders, so that the main purpose of the organization and brand shifted from content to meaning, and from the organization itself to its audiences.
Lynx, formerly known as People & Computers, began as a content brand in the field of computing. Aiming to attract new readers and followers, they started organizing professional conferences, which gained momentum and became their primary line of work.
During their rebranding, it was decided to adopt – or, in fact, return - to the role of community builders, so that the main purpose of the organization and brand shifted from content to meaning, and from the organization itself to its audiences.
Different People,
Same Desires
Camikaze, a start-up that builds drones for extreme sports, also found themselves oscillating between the product, the community, and the individual.
On one hand, the immediate customers of this product are extreme sports athletes, but on the other hand, the values and meaning behind this product should appeal to the general public of youth – now add investors on top of it all.
In search for meaning that speaks to all parties, the idea chosen to lead the brand is breaching boundaries. When the product enables you to do anything logical or illogical, control and power is in your hands. This is an idea that speaks to both those who leap off cliffs, those who invest in start-ups in Korea and those who drive electric scooters to work.
On one hand, the immediate customers of this product are extreme sports athletes, but on the other hand, the values and meaning behind this product should appeal to the general public of youth – now add investors on top of it all.
In search for meaning that speaks to all parties, the idea chosen to lead the brand is breaching boundaries. When the product enables you to do anything logical or illogical, control and power is in your hands. This is an idea that speaks to both those who leap off cliffs, those who invest in start-ups in Korea and those who drive electric scooters to work.
TAKE AWAY
Community is the Holy Grail of brands in the era of social and digital media. In-depth work to understand the needs and impulses of the individuals the community is comprised of, and building a brand around the purpose that drives it, will create deep platforms with an excellent growth infrastructure.
Digital Transformation
Digital Transformation
Human 2.0
They grow up so fast. So does technology.
Who is the human in the age of integration?
Who is the human in the age of integration?
Raise me up
Open Innovation
Open Innovation
Fight Your Rituals
Are you currently ideating and developing while embracing your rituals? Reconsider.
Ritual Fighter!
Sharing is Caring
Sharing is Caring
Care for Meaning
How do you go from belonging to actually influencing? The right platforms – and we’re not talking about shoes.
Influence my meaning
Design Thinking
Design Thinking
Make Room for Uncertainty
In the right corner: business instincts. In the left corner: creative processes. Certainty vs. space – it’s on!
Ding!