Harnessing the power of Community-Led Growth
“The human need for community is hardwired into us and the evidence from behavioural economics and psychology shows us that we both seek out and benefit from community, across personal and professional realms.”
This whitepaper delves into the significance of community building within the events and hospitality sector. Including, the differing formats, challenges, measurements and best practices.
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Executive Summary
“While communities generate tangible value for businesses – such as content, events, online advocacy and marketing, technology production, customer support, and education – it is the intangible value that members derive from the experience that makes these environments truly ‘sticky’ ”.
Bussgang and Bacon, 2020
The quote from Bussgang and Bacon speaks directly to the main tenet of this white paper, which is that communities are capable of driving business in very quantifiable terms but there is also a deeper, qualitative value that, when tapped, can lead to exponential growth. The question is how to create those environments that promote such growth.
The human need for community is hardwired into us and the evidence from behavioural economics and psychology shows us that we both seek out and benefit from community, across personal and professional realms. However, the definition and manifestation of community is highly dynamic and we now have available a multitude of options for connecting with a community.
There is an expansive and growing body of writing and research on this theme, with boundaries continually being pushed back and rearranged. And yet, there are foundational principles that transcend community specifics, allowing professionals in the events and marketing industries to examine how to start and sustain a successful community. These principles will be explored here, following a deep-dive into the definition and manifestation of community.
About the Authors
Emily Maule
Emily joined emc3 in 2022 after more than a decade in education, championing educational inequality, managing highly successful teams and leading pioneering curriculum design at a national scale. And now, she’s bringing this strategic approach to the events industry, to advance people’s understanding around goal-setting and audience behaviour.
Rose Griffiths
Rose embarked on her journey with emc3 in 2021 as a placement student, later transitioning to a full-time role as an event producer upon completing her degree in 2023. Drawing from her commitment to delivering extraordinary experiences, she channels her passion into fostering a more people and planet-focused event industry.
Want to find out more about what industry leaders are doing to make events more sustainable?
You can download a full copy of our white paper here.
Got any questions? Email inspired@from-now.com.