Embed Size (px)
Citation preview
Erica Rutherford
GINGERLAND@ericarutherford
A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE
GINGERLANDA SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD
– DAVID MCMILLAN & DAVID CHAVIS 1986
“Sense of Community”
GINGERLANDA SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD
– DAVID MCMILLAN
“Sense of community is a feeling that members have of belonging, a feeling that members matter to one another and to the group, and a shared faith that members’ needs will be met through their commitment to be together”
GINGERLANDA SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD
SENSE OF COMMUNITY BENEFITS
• significantly increase activity,
• increase customer loyalty and buying behaviour,
• promote higher levels of brand advocacy,
• increase knowledge exchange,
• and reduce tendency to engage in negative behaviours
GINGERLANDA SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD
SENSE OF COMMUNITY
1. Membership
2. Influence
3. Fulfilment of needs
4. Shared emotional connection
GINGERLANDA SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD
1. MEMBERSHIP
“membership is the feeling of belonging or of sharing a sense of personal relatedness.”
A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD
GINGERLANDA SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD
1. MEMBERSHIP
• Boundaries
• Emotional safety
• A sense of belonging and identification
• Personal investment
• A common symbol system
GINGERLANDA SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD
2. INFLUENCE
“a sense of mattering, of making a difference to a group and of the group mattering to its members”
GINGERLANDA SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD
2. INFLUENCE
• Position
• Campaign Voice
• Contributions
GINGERLANDA SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD
3. FULFILMENT OF NEEDS
“This is the feeling that members’ needs w i l l be met by the resources received through their membership in the group.”
GINGERLANDA SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD
3. FULFILMENT OF NEEDS
• Status
• Competence
• Shared values
GINGERLANDA SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD
4. SHARED EMOTIONAL CONNECTION
“The commitment and belief that members have shared and will share history, common places, t ime together, and s im i la r experiences”
GINGERLANDA SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD
4. SHARED EMOTIONAL CONNECTION
• Regular contact
• Meaningful interaction
• Shared history
• Provocative discussion
GINGERLANDA SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE ERICA RUTHERFORD
SENSE OF COMMUNITYMEMBERSHIP. INFLUENCE. NEEDS. CONNECTION
GINGERLAND@ericarutherford
wearegingerland.co.uk [email protected]
Erica Rutherford
A SENSE OF COMMUNITY MAKES GOOD COMMUNITY SENSE
