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