{"id":82348,"date":"2021-11-30T10:10:00","date_gmt":"2021-11-30T15:10:00","guid":{"rendered":"https:\/\/isarta.com\/news\/?p=82348"},"modified":"2021-11-30T15:19:11","modified_gmt":"2021-11-30T20:19:11","slug":"echoes-of-c2-montreal-we-dont-own-a-community-we-belong-to-it","status":"publish","type":"post","link":"https:\/\/isarta.com\/news\/echoes-of-c2-montreal-we-dont-own-a-community-we-belong-to-it\/","title":{"rendered":"Echoes of C2 Montr\u00e9al: &#8220;We don\u2019t own a community, we belong to it&#8221;"},"content":{"rendered":"\n<p><strong>The workshop conference<a rel=\"noreferrer noopener\" href=\"https:\/\/www.c2montreal.com\/fr\/programmation-2021\/#\/\" target=\"_blank\">\u00a0How to use the notion of community to elevate your target audience<\/a>, presented on October 20, as part of the C2 Montr\u00e9al 2021, brings a fresh perspective on how to engage with a brand audience. <\/strong><\/p>\n\n\n\n<p>The methodology developed by creative agency Sid Lee in the project &#8220;<a rel=\"noreferrer noopener\" href=\"https:\/\/belongeffect.sidlee.com\/behind-belong-project\" target=\"_blank\">The Belong Effect<\/a>&#8221; \u2013 which is the subject of the conference \u2013 could also provide some answers to community managers desperate to increase indefinitely the number of followers of their Facebook page.<\/p>\n\n\n\n<p>First of all, a bit of background. The &#8220;The Belong Effect&#8221; is two years old. In\u00a0a conference published on vimeo two months ago, the President and CEO of Sid Lee\/USA, Andy Bateman, explained the thinking behind the project.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p>It\u2019s reasonable to say that the dominant business model of the 21st century is the platform \u2013 platforms like Facebook, eBay, Amazon that attract a large volume of sellers and buyers. The fuel for this platform economy is the communities. If we operate on a platform, we have an interest in understanding the growth mechanism of the communities that join it.&#8221;<\/p><\/blockquote>\n\n\n\n<figure class=\"wp-block-embed is-type-video is-provider-vimeo wp-block-embed-vimeo wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<iframe loading=\"lazy\" title=\"The New Rules of Brand Advocacy: How Gen Z Communities Drive Business Growth\" src=\"https:\/\/player.vimeo.com\/video\/592834771?h=49439353f8&amp;dnt=1&amp;app_id=122963\" width=\"640\" height=\"360\" frameborder=\"0\" allow=\"autoplay; fullscreen; picture-in-picture\" allowfullscreen><\/iframe>\n<\/div><\/figure>\n\n\n\n<p>Based on this principle, the advertising agency Sid Lee took interest in community dynamics, calling on researchers and browsing the scientific literature on the subject. And here is their conclusion:<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p>The most successful brands are those that focus on pre-existing communities. Rather than creating communities from scratch, they engage with communities organically.&#8221;<\/p><\/blockquote>\n\n\n\n<p><strong>C2\u00a0Montr\u00e9al workshop<\/strong><\/p>\n\n\n\n<p>Britt Stromberg (Sid Lee\u2019s Vice President of Global Marketing in Seattle) and Joseph Matsushima (Sid Lee\u2019s Digital Director in Los Angeles) recalled the basic principles of the approach at C2M (&#8220;You can\u2019t own a community, but you can belong to a community,&#8221; said Britt Stromberg), and then dive into the heart of the matter, skimming through the four steps of their methodology (titled &#8220;the belong creative framework&#8221;) and showing an example of a company (Tesla) that has been able to serve existing communities.<br><\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p>We broke down our process into four stages: defining, deepening, exploring and contributing, explained Joseph Matsushima. The first step (defining the audience) corresponds to the typical approach of a brief: what are the age, gender and interests of the people to be reached. Innovation takes place in the second stage (deepening): a list is made of the communities in which the target audience may potentially be found.&#8221;<\/p><\/blockquote>\n\n\n\n<p>The communities mentioned can cast a very wide net (Disney or Netflix) or on the contrary ultra-specific (a book club or race club, a basket of vegetables bought from a farmer, etc.).<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p>The goal is to paint the portrait of their target audience through the communities to which they belong, whether these communities are passive or active. And there\u2019s no wrong answer.&#8221;<\/p><\/blockquote>\n\n\n\n<p>Subsequently, the community becomes the &#8220;target audience&#8221;. Creatives wonder what common interests, concerns and conversations prevail in the selected communities. It is then a question of imagining actions that allow the brand to contribute to the life of this community in a positive way.<\/p>\n\n\n\n<p><strong>The Tesla case<\/strong><\/p>\n\n\n\n<p>To illustrate the point, Joseph Matsushima showed how Tesla has put itself at the service of ultra-nestled communities, in order to create a commitment to its brand. On the one hand, Elon Musk\u2019s company has integrated a dog mode into its vehicle, so that an owner can leave his pet in the car without worrying about asphyxiation. Then, the company turned the front cabin into an arcade (the steering wheel and pedals can be used as a joystick to play a video game) when the vehicle is stopped.<\/p>\n\n\n\n<blockquote class=\"wp-block-quote\"><p>It creates a sense of loyalty, validation and understanding within the gamer community, illustrates the Digital Director based in Los Angeles. Whether you use the features or not, it shows that Tesla is working very hard to contribute positively to communities and that they understand what is important to these communities.&#8221;<\/p><\/blockquote>\n\n\n\n<p>Joseph Matsushima argued that the most nestled communities are also often the most passionate and committed to a product.<\/p>\n\n\n\n<p>Download:\u00a0<a href=\"https:\/\/belongeffect.sidlee.com\/report-2021\" target=\"_blank\" rel=\"noreferrer noopener\">THE BELONG EFFECT 2021 REPORT<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The workshop conference How to use the notion of community to elevate your target audience, presented as part of the C2 Montr\u00e9al 2021, brings a fresh perspective on how to engage with a brand audience. <\/p>\n","protected":false},"author":88,"featured_media":82350,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":[],"categories":[5],"tags":[163,36,17],"_links":{"self":[{"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/posts\/82348"}],"collection":[{"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/users\/88"}],"replies":[{"embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/comments?post=82348"}],"version-history":[{"count":1,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/posts\/82348\/revisions"}],"predecessor-version":[{"id":82351,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/posts\/82348\/revisions\/82351"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/media\/82350"}],"wp:attachment":[{"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/media?parent=82348"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/categories?post=82348"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/isarta.com\/news\/wp-json\/wp\/v2\/tags?post=82348"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}