This post was directly written after the read of “A marketing lesson from the apocalypse” by Seth Godin.
Since always people refer to monumental beliefs.
Some of those are still trending topics and will always be.
Conversations in the digital ecosystem can perpetuate many traditions and even strengthen them : an estimated 40 million people believe that May 21 is the biblical Judgment Day according to only one man.
It’s not only about the power of faith and reliance
Human kind has that unlimited capacity of devotion and admiration to the unknown built on alternatives to real life.
And this what makes those beliefs persist during ages.
Today we can see very powerful organizations maintaining ancestral beliefs : they know exactly how to attract people into their circles by raising awareness on what we can call the “penchant” (very often treated as weakness).
If we focus a little on the ways those businesses use to increase their popularity and reinforce their marketplace we can learn many things about community management.
Here comes the Digital to save us
Yet, surrounded by innovation and speed, the Digital environment brings us the power to build mountains of concepts.
If we look further ahead and try to understand what makes a conversation on the digital running on, we can deduce 3 wide foundations :
- For any sustainable long-term strategy you have to consider the ecosystem in which your community will evolve.
It can be a cause, a product or a service or whatever you want to maintain a story : and we all know that a story is related to our emotions.
- To establish an evolving and fluid communication system you’ll need technology.
It can be a platform or a network based on exchanges around the same story/subject to compose social utility.
- Then to encourage the talks and the connections you’ll have to drive scalable processes.
It can be writing original contents, taking actions or creating events so people can share and recommend your products or services, and this will bring you the dimension of engagement.
Don’t be reasonable, be you
And just in case you were wondering about all those unexplained beliefs, wether you think it’s good or bad, true or false, apocalypse is always a good thing to start from.
Photo credits : © Yael Rozencwajg – New York, May 2009