Welcome to the latest episode of Three-Minute Marketing, where we tap into the brains of some of the world’s most brilliant growth marketing minds and unlock their insights.
Today, I talk with Megan Cantrell, Associate Director of Digital at Share our Strength. They’re a non-profit whose campaigns (like No Kid Hungry) have a mission to end hunger and poverty in the U.S. and abroad. One of the keys to their success has been building and activating a strong community around their brand.
My question for Megan is, “What is the case for growth marketers to build a community around their brand?”
This video is the exclusive, “extended cut” video.
- A community can humanize your brand by allowing you to showcase the people behind the name.
- Communities create a forum to address misconceptions about your brand and curate the conversation around it.
- To choose the “where” of your community, determine where your market wants to hang out and engage, then plant your flag there.
- Use technology to proactively monitor and identify the conversations around your brand you need to be a part of.
- Relevant content is the “grist” that helps kickstart community conversations.
- The best way to measure success with a community is the quality of conversations (vs. “likes” & more superficial metrics.)
- Another “win” metric: how many detractors did you convert to evangelists?
- Beware of false signals in sentiment analysis (e.g. Megan’s brand is “No” Kid Hungry — the “No” raises false flags.)