Why tribes matter
Our society and culture has changed – big time. People have rebelled against collective ideals, as given by institutions, and cultural authorities. They have become more individualistic, zealously pursuing freedom in all aspects of life. They now enjoy the possibility of many choices with minimal constraints. Companies have long catered to these needs by offering products which help people to become freer, such as the possibility to shop online from the comfort of one’s own home.
On one hand we see social erosion and extreme individualism. On the other people are embarking on a reverse movement to re-compose their social universe. They are digging new roots through tribes, which share a common passion, such as Italian cooking, snowboarding, World of Warcraft, or U2.
Tribes have become the major component in the construction of identity, as they are more important than jobs, social class, age and sex. What this means is that a 24 year old Swede, that loves skiing can have more in common, and feel a greater connection, with his tribal friends in Seattle and Auckland, than his similarly aged neighbors and colleagues.
As tribes are redefining who people are, they should also do the same for companies and organizations. After all tribes are changing the way people value and consume brands. Through the lens of individualism it makes sense that brands are valued for their ability to make people freer. However through the lens of tribes we understand that brands are valued for their linking ability. (See movie about re-defining of the company.)
How companies can go tribal
Many companies and marketers are not built for tribal society. Their visions, goals and methods stem from a time that pre-dates tribes. They are lopsidedly clinging to theory that leans heavily on psychology, which has very little to say about social groups. Other examples are the lack of qualitative research, and a strategy built around segmentation.
Here is a list that can inspire your company to to start adopting a tribal strategy:
1.Research. How can we learn about tribes, what they are, and how they function? You should consider qualitative methods, and expertise in sociology, anthropology and ethnography.
2.Defining your business. Why does your company exist? How are you helping your customers connect?
3.Defining your brand. What is the linking value of your brand? How can it be used as a cultural resource to construct meaning and identity?
4.Defining your audience. (note: target group may convey the wrong idea, as we do not only want to target, but engage in dialogue/participation.) Which tribes do you want to support? Do you want to support the creation of new tribes?
5.Defining your message. What do you have to say, and how do you want to say it – to the various roles of a tribe, including it’s supporters?
6.Media. Consider the pros and cons of purchased and earned media. How are you going to reach your tribes (traditional segmentation may not help or be ineffective)?
7.Defining your actions. How will you listen, learn and engage with tribes?
Good luck with your tribaling!.