How do you define 'community' and how the hell do marketers leverage it?

The year is 2020, and people are sat at home bored, anxious, and sometimes alone. The answer to this is 'community'. But, with more and more corporates looking to use the word community in their activity: what does that really mean these days, and what are the implications for marketers?Communities are groups of people who come together with the intention of helping one another, lifting one another up, and being stronger than they would be alone. At it's best, the community has the ability to be a truly touching, and very human experience. The best communities are those where everyone contributes.Companies and marketers have the ability to leverage community through seeking to create communities of their own, but not necessarily looking to control the conversation in a 'state-sponsored' manner. A community only lives up to it's billing when it is pure in intention and facilitates cross-communication between folks who might be able to help each other. In this way, corporates supersede a transactional relationship and instead become the heart of the conversation.Key points discussed:- Defining community- How does this definition relate to the corporate messaging we are seeing in relation to the word community, today- What does all this mean for marketers, looking to leverage community in a meaningful way?In this pod, Microsoft, Drift and Hubspot are upheld as examples of companies who put this into action successfully.Six & Flow: https://www.sixandflow.comThe Marketing Meetup: https://themarketingmeetup.com/Drift: https://www.drift.com/insider/HubSpot Academy: https://academy.hubspot.com/ Hosted on Acast. See acast.com/privacy for more information.