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4 Ways to Activate Modern Communities
Discover how people create communities—locally, globally, online and in real life—and how marketers can connect more meaningfully with them today and in the future.
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CONTENTS
The concept of community is as old as humanity itself. People crave connections for health, security and happiness. As the world grows increasingly connected online, people are finding more inclusive and expansive ways to build communities around shared needs and interests—from health support groups to sports teams. And as new technologies take hold, we expect the world to grow even more connected—allowing businesses to play an increasingly powerful role in people’s lives.
To help marketers understand how to strengthen their connections with customers in light of these shifts, we studied global conversation data, survey data and other research. We learned that while people define community in highly personal ways, some themes are universal.
1. Building around action
To get a sense of what community means to people around the world, we used natural language processing and machine learning to look at the words people on Facebook most associated with the term “community.” Action emerged as a key unifying theme.1
Words associated with “community” vary across the world
CANADAinitiative
USorganization
GUATEMALAaldea (village)
ECUADORparoquia (parish)
CHILEorganización (organization)
BRAZILpastoral (pastoral)
ARGENTINAinstitución (institution)
UKorganisation
NETHERLANDSsamenleving (society)
EGYPTالمجتمعات (society)
TURKEYdin (religion)
SOUTH AFRICAinitiative
INDIAsociety
THAILANDโครงการ (projects/programs)
PHILIPPINESresidents
AUSTRALIAorganisations
NEW ZEALANDinitiative
Words like “initiative,” “organization” and “institutions” relate to ways people can get involved, making modern community a powerful, action-oriented concept. This can manifest in all kinds of groups, from faith-based community service to arts programs and sports teams.
Communities thrive when people are active participants—and for marketers looking to connect authentically, taking part in the movements that matter to people can increase a brand’s relevance and boost loyalty. In fact, nearly 2 in 3 consumers surveyed support companies with a strong purpose,2 indicating people believe that brands should take a stance on major issues.
Top 5 issues US internet users surveyed believe brands should take a stance on:3
Human rights
Labor laws
Poverty
Gender equality
Environment
2. Connecting online and #IRL
People tend to build communities around the passions, causes, experiences and moments that mean the most to them, both in real life and online. And what were once traditionally in-person, offline communities are increasingly evolving to meet and share online. Every day, people and businesses find more inclusive ways to connect with the people on our platforms.
What brings people together
Parents
77% of US parents surveyed are part of an online group or community. 28% of newly expecting parents say they've joined an online parenting group, and 36% of newborn parents are part of an online buy-and-sell group.4
Beauty
Beauty Instagrammers are active on the platform every day of the month, taking part in 33 sessions a day on average.5
Support groups
In one study of people receiving liver transplants, 95% of respondents reported that the Facebook group had an overall positive impact on their care.6
World Cup
383 million people on Facebook and 272 million people on Instagram interacted around the World Cup final.7
Birthday fundraisers
In just a year, people on Facebook have raised more than $300 million dollars through their birthday fundraisers. There are 750,000 non-profits with access to Facebook's fundraising tools.8
3. Shopping locally and globally
People treasure the relationships they have in their local communities, and that includes connections with local brands. In fact, 48% of people surveyed say they shop at local businesses because they want to support them.9 People also recognize the world is now a complex web of connections, one in which our choices and actions may influence communities locally, nationally or even internationally. This growing sense of global citizenship has affected the way some people communicate, do business and shop.
Consumers increasingly see the entire world as their marketplace, with growing numbers shopping across countries. These shoppers without borders still value and support local businesses, but in a globally-minded world, there are no brick-and-mortar barriers. People can support businesses of all kinds online—from local artisans to global brands; in fact, 80 million businesses around the world connect with people directly through their Facebook Pages.10
LOCAL
1 in 2 people surveyed say they have a strong sense of community.11
800 million people come to Facebook each month to buy and sell things in their local communities.12
More than 1.6 billion people on Facebook are connected to a small business.13
GLOBAL
2 in 3 people surveyed say people around the world have more similarities than differences.14
Over 70% of online shoppers take part in cross-border e-commerce.15
1.2 billion people on Facebook are connected to business in another country.16
4. Forming one-to-one connections and worldwide movements
From local businesses to global movements, community building stems from a sense of meaning and belonging. It starts with one-to-one connections, then builds to sharing ideas with close friends, and can grow to small networks rallying around causes and passions. Meaningful groups can quickly become foundational social and support structures, emerging even on a national level. At a global level, community can unite people behind a shared experience, giving a sense that we are part of something greater than ourselves.
The Anatomy of Community
1:1 Connections750 million new Facebook friendships are formed each day, globally. 17
Inner Circles2.5 million Messenger groups are created every day.18
Larger Groups200 million people are part of meaningful Facebook Groups.19
Within Bangladesh, Brazil, India and Pakistan, a total of 11 million people have signed up as blood donors on Facebook, and thousands of blood donations have been facilitated through Facebook.20
International Women’s Day was the #1 most talked about moment on Facebook in 2017.21
Modern community is an interconnected physical and digital world. People talk online and meet in person, or meet in person and share online. The two worlds fuel each other because they are actually one.
See how a group of men from varied backgrounds created an inclusive community around rugby in Berlin, Germany.
What it means for marketers
Know what community means for you and your customers.
Connect with people through their passions to foster a sense of belonging. Engage in ways that are authentic to your brand. This could mean supporting a cause that relates to your products and services or taking a stance on an issue that matters to your customers.
Consider local context when connecting globally.
To meaningfully connect with people on a global scale, start by embracing a local mindset. Where possible, incorporate local languages and cultures when delivering global messages. Use Facebook Groups to create and maintain communities across borders.
Message your way to more meaningful connections.
The building blocks of modern community are one-to-one relationships. To connect in a way that removes friction and inspires confidence in your brand, leverage the power of messaging. Embrace people’s growing preference for messaging businesses, and learn how a more personal channel can create closeness that drives growth.
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