Spark Digital: Niche Communities

Digital Marketing Trends
Noiseless Niche
Using small communities to win big

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2021 // Multiproject presentation
Executive Director & Founder
Kasandrea Sereno
Largest world wide community for social media
managers in the education sector with over
10,000 members in 80+ countries.
About Higher Ed Social
Find Us Online
#hesm

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Mark your presence
Identify your goals
Creating niche communities where they can
communicate with like-minded individuals about
shared interests.
Digital Marketing Trends Report
Create a community

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Interruption
Marketing
Central messaging from a brand
Clearly deﬁned communication
channels
Competition for attention

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Inbound Marketing
Social proof
Testimonials, reviews
& comments from
users
Customer Acquisition
Funnels
Be useful and
nurture leads
Be able to be found
when a customer is
looking for a solution
SEO, retargeting ads
& driving traﬃc
Lead with product
knowledge
Content & Feature
writing

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Competition
for
Social Views
8.4 accounts per person
since 2015 | 12.5% YOY
2019/20 | 9.2%
From widening choices to
specialization of platforms
Reels
Audios
TikTok
Trends

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The Covid-19
Pandemic
Isolation & Zoom-fatigue. Fear & Stress.
Lockdowns & Shortages

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Cut thru the Noise
Too much information to sift through
There are too many options and too much
information online. Consumers are skeptical.
We want easy/simple
Easy to learn, understand, & connect
Overwhelm is real. When confronted with too
much uncertainly we pull back.
Surprise & Delight
No one wants to wake up and watch ads
In times of uncertainty, we want something
familiar. Prioritizing genuine human
connections and interactions.
Information
is no longer a
Premium
The covid pandemic brought
swift and unexpected change
to the landscape.

Basic
Human
Need for
Connection
This need has always been
there, and it’s more evident
under times of stress.
Identiﬁcation & Loyalty
The Culting of
Brands
Douglas Atkin
People join [cults] not to be
diﬀerent but to be more
themselves.
Shared interests
Online or IRL
Individual identity is
strengthened when part of
a group

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Cut thru the Noise
Too much information to sift through
There are too many options and too much
information online. Consumers are skeptical.
We want easy/simple
Easy to learn, understand, & connect
Overwhelm is real. When confronted with too
much uncertainly we pull back.
Surprise & Delight
No one wants to wake up and watch ads
In times of uncertainty, we want something
familiar. Prioritizing genuine human
connections and interactions.
Information
is no longer a
Premium

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Online Ads
Billboards
Radio
Television
Tailored Content
Traditional Marketing
Brand to Consumer

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Collective Enrollment

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Customer
Journey
Subscribe
to the
magazine
Review &
Share on
Social
One Click
Ordering
Google
Search
Pinterest
Website for
TV show

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Website & social media
properties & purchasing
integrations & oﬄine behavior
Integration
Map
across
platforms
They will come. Embrace
your evangelists.
If you build it
Move back and forth
across platforms in a
natural & organic way.
Seamless
Be agnostic as to where the
community chooses to
interact with the brand.

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Provide the
Opportunity
for Serendipity
Provide a clear path no matter where
they start.
Where are your customers? What are
their needs? Sell the solution and the
user experience of your product.
Performance & Brand Marketing
Know the customer journey
Owned platforms &
websites.
House in Order
Formatting, links,
payment integrations.
Make the desired action
the easiest one to take.
Be Easy to Love
Platforms that align
with your target
market & product.
Social Presence
Listen, test, revise, test,
assess, measure, listen
again….
Revisit & Revise

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Community
Members
Engaged & passionate
about the brand and
experience. Listen to
them!
Core Members
Surface level
engagement or
transactional in nature.
Visitors Passing
Through
Something attracted
them & they stayed
because of the utility.
Middle Movers
Build a
Community

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Sephora
Beauty Insider
Community
3 Million
Members
Simple chart
Gamification & User Insights
Robust & Targeted
Profile based
Built in wayfinding
Connect with
influencers

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Lego Ideas
Community
It’s not what your product is or does, it’s
what it means to your end user. Value is
100% perception.
2 Million Members

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The
Quikrete
Community
.
Tutorials & DIY projects
Contests & Challenges
468k on Facebook

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02
03
Identify your niche
population. What are
their pain points? What
do they want more off?
What are they not telling
you but that they need?
Start with a strong
foundation
What -> How -> Why
Who can you partner
with, collaborate with,
share tips from, in
adjacent spaces?
Identify the needs
it will fulfil
Easy, intuitive
onboarding and
wayfinding.
Norms and implicit
knowledge needed?
Shape the path
How to Drive
Engagement

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The golden triangle of
online communication.
Like/Know/Trust
Find your sherpas.
Never stop
learning
Trial & Error
Test & Evolve
T & E
Understand human social
systems & how they
evolve.
Build the Culture
Set policies & rules and
then enforce them.
Choose Admins
wisely
Create ways for members
to interact.
Seed the
Conversation
Build a
Cohesive
Community

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Dr. Kasandrea Sereno
Let’s Chat!
Linkedin.com/in/kasandreasereno
@KasandreaSereno
hello@kasandreasereno.com

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