Focusing on individuals might sound great in a world where resources are abundant, but for brands this is rarely very manageable.
Instead you should look for the cultural ties that bonds niche groups together. And I know from experience that a brand is nothing without a loyal community of returning consumers.
How do you talk with them? How do you get them talking to each other? How do you get them talking to others about your offer?
Tribes — Meet The Publics
As an academically trained PR professional, I know that the public in public relations doesn’t mean what most people think it means. It refers to a group of people grouped together by where, how and why they voice their opinions and in which particular situation. This situational approach was defined in 1927 by John Dewey as “a group of people who, in facing a similar problem, recognize it and organize themselves to address it” (Wikipedia).
And I’ve always felt that this situational approach resonates very well with the tribal mindset. And this too explains my great interest in social networks like Triberr. This way of seeing the world of influence sure beats most demographic approaches, imho.
And since we’re talking about Elia’s blog Tribaling — and I really think you should put his great blog on your radar — I must confess my love for his visuals as well. They’re just great as well as adorable.
The Social Media Cat-A-Pult (click the infographic to read more)
The Tribal Map (click the infographic to read more)