Since the adaptation of technology over recent years businesses are now able to connect with consumers in new ways. Relationships can now be formed between brands and consumers online through various apps and social media accounts. Nowadays a business that does not have an online presence is far more likely to fail. Along with having an online presence brands also need to stay on top of various online trends which are constantly changing. This has resulted in businesses and business fans setting up so called digital tribes where both brands and its customers can communicate with one another in order to develop better and stronger relationships.

Definition 

A digital tribe is a group which can be set up by brands themselves or fans of brands where discussions based around that brand take place online. Members to each tribal group have similar interests and communicate their different opinions in a group online.   Digital tribes allows members to communicate directly to brands and move freely to different by being able to join and leave different tribes as they wish.Marketing is all about capturing the attention of consumers who are interested in a brand and digital tribes are a good way to capture attention and engagement.

“We don’t have a choice on whether we do social media, the question is how well we do it.” – Erik Qualman

Functions

There are three functions of digital tribes.

1.Sharing of functional knowledge: how to use technology.

2.Place of social bonding: somewhere for people to make friends.

3.Creation of collective rules: allows them to distinguish non-tribe members. e.g. camping outside Apple stores on the launch of a new product. 

Characteristics 

Below is the key characteristics of digital tribes I found online. The Guardian

1. Tribal Loyalty
This attribute considers the strength of the tribe in terms of the loyalty of its members to each other or to an area of interest, as well as its longevity. For example, Digital Tribes formed around a sports team are likely to have a stronger and more sustainable bond than perhaps a tribe focused on restaurant guides. The stronger the tribe, the more likely that a digital model will be sustainable and capable of supporting a “pay” revenue model.

2. Tribal Size
While the economies of distribution and the Long Tail may sustain an initiative to target small tribes, understanding the overall size of the tribe is important to evaluating revenue opportunities. Large tribes may suggest that a revenue model based on free content supported by advertising and based on volume may be appropriate. Conversely, a small tribe should recognize that it will have to pay to gain access to its niche areas of interest.

3. Tribal Wealth
An understanding of the collective wealth of the tribe is essential for an evaluation of the digital opportunity. The wealthier the tribe, the greater its ability to support a pay revenue model.

4. Tribal Competitive Landscape
This element considers the extent and quality of competitive services that serve a particular tribe. The greater the competition, the greater the propensity towards a free/advertising revenue model, as it will be difficult to provide a unique value proposition.

Examples of digital tribes 

Red Bull regularly post videos of various events they host and respond to comments by followers.

 

 

 

 

 

Rockstar Games

Below is an example of Rockstar Games, a video game producer with their facebook account set up which clearly allows them and their fans to communicate and have discussions with each other.

 

 

 

 

 

 

 

 

 

 

 

Discussions under each post is different. Followers of Red Bull can suggest new events/challenges they would like to see Red Bull attempt. Followers of Red Bull can communicate with one another and learn new ways to play the games they are interested in for example.

Overview

Overall its just a new way to advertise but in order to be successful in this ever changing world we live in, every brand today needs to be involved with their own digital tribes. Managed right digital tribes can allow brands to flourish.