Reading time: 3 minutes

At the end of 2024, I wrote a strategic plan for a client to further put a destination on the map. Early in the process, I noticed that the plan would never succeed if the people involved (around 50 people) did not support it together and work on it as one team. There was a lack of a shared vision and clear communication among each other. Without that, it is not possible to communicate effectively to the outside world. Step one was therefore to ensure that the people involved became more connected; among themselves and with the destination.

Connecting stakeholders

Connection between people has to do with social capital. I happen to have graduated on that (more info and example thesis). Briefly what it entails: Social capital is a phenomenon that enables people to work together better and support each other, which contributes to the social structure and stability of the people. In general, social capital consists of a network structure and norms and values, in particular in the area of ​​trust and reciprocity.

Reciprocity is receiving compensation (material or immaterial) for a favor, also called reciprocity. When building a group, balance is important: In return for a favor, a thank you is expected. This can vary from compensation or return favor, to friendliness or social support. The more solidarity there is in the group, the less reciprocity is expected.

Trust in each other can be increased by recognition and appreciation, which significantly increases the chance of participation. People who trust others in their group are more active within that group and people who are more active within the group are themselves more likely to be honest and trustworthy. In this sense, honesty, commitment and social trust are mutually reinforcing; an important (perhaps the most important) prerequisite for further building a connected group of people.

Benefits of a sense of community

A sense of community is beneficial for individuals, as they become part of a network where people feel involved and supported, and where collaboration and mutual support become a given. And it also helps the brand. When presented as one strong party, the experience (and the marketing around it) comes into its own, which can quickly increase market share.

Community growth 

In the case of this assignment, it was important to boost the group formation by taking initiative, motivating people to join in and appreciating their efforts. Especially in the beginning; with a strong sense of community, the feeling of wanting something in return is no longer so strong. Social reciprocity and trust gradually develop.
It is still too early for results with this group of people involved, but the first positive effects are already there. Hopefully, a smooth collaboration, a community, perhaps even a real team will develop in the coming period.

Workshop

If everyone is in on it, this will ultimately reflect on your brand. A consistent and powerful brand experience will be created. Do you feel that your organization could also use a boost in the area of ​​connection and collaboration? The example workshop on this page focuses on the added value that each team member has in a process and on improving internal collaboration.