Ogilvy

Approximately 10 years ago, social communities were considered the digital marketing Holy Grail. At that time, the organic reach of social platforms was still double-digit and it was uncommon that marketeers had to invest in paid media to reach their customers. If you were a brand with an active community (read with a large chunk of followers), it is likely that your page engagement and interactions were extremely high. Social communities however still provide added value to their members in a crowded, mistrusted and sometimes toxic social media environment. While communities may not be the answer to every short-term business objective, they can prove helpful in the long run and act as a useful addition to your digital marketing strategy. In this new paper, we will explore what makes an effective social community, why you should care, what you should learn from them, and, importantly the new business models of community-focused platforms that are emerging.

The future of loyalty is more human and more creative than ever. Why? Because the past year has accelerated changes in the ways we work and learn, the ways we transact business, and the ways we connect with one another. After the disruption and emotional turmoil brought on by COVID-19, social unrest, and divided politics, we’re more selective about how we spend our time and money, and we desire experiences that are both authentic and engaging. The things that matter to us have come into focus, and we care about protecting those, whether that means spending more time with our families, improving our personal wellness, and/or standing up for social justice. We’re looking for reassurance, safety, and security. And our focus is more local, more purpose-driven, and far more digital. Learn all about how and why the future of loyalty will be defined by getting up close and personal, the connection of brand and loyalty, the measurement of customer behavior and emotion, and more.