Elfried Samba: A Masterclass on Building Authentic Communities on Social Media

Change Africa Podcast

Elfried Samba, co-founder and CEO of Butterfly 3ffect and Chief Community Officer at Iconic, shares valuable insights on social media, community building, influencer marketing, and representation on this episode of the Change Africa Podcast. With a decade of experience, Elfried discusses how social media has evolved from an overlooked gimmick to a crucial part of business strategy. In addition, he highlights the importance of understanding different social media platforms as unique venues for interaction and tailoring content to resonate with each platform's context.

Elfried's notable contribution to building a massive community comes from his time at Gym Shark, where he significantly leveraged social media to transform the brand from a small startup to a billion-dollar company with millions of followers. He recounts his journey of initially facing scepticism from companies about social media's potential until joining Gym Shark as employee number 24. Elfried underscores the importance of building trust, authenticity, and genuine connections with the community. His strategic approach included transparency, maintaining a close connection with the audience, and incorporating their feedback into significant decisions.

Furthermore, Elfried highlights the power of influencer marketing and the significance of partnering with micro-influencers with a dedicated and engaged following within the target niche. He encourages brands to collaborate with influencers on content creation, giving them the creative freedom to showcase products or services authentically. By prioritising authenticity, engagement, and values alignment over follower count, brands can establish genuine relationships and tap into the influencer's trust and influence to reach a highly targeted audience.

Elfried also sheds light on the crucial role of representation in marketing and storytelling. He advocates showcasing a broader "new normal" that challenges traditional beauty standards and stereotypes. For example, at Gym Shark, they represented different body types and fitness levels to create a more inclusive and inspiring environment. Elfried believes that marketing has the power to shape culture and influence society, highlighting the responsibility to promote inclusivity and ensure that the narratives created reflect the diversity of our world.

Elfried's insights emphasise the need for authenticity, understanding of platform-specific contexts, and consistent connection with the audience in social media and community building. He encourages brands to establish genuine partnerships with micro-influencers, prioritise authenticity over follower count, and promote representation and inclusivity in marketing narratives.

Links and Resources:

• Find Elfried Samba on LinkedIn
• This podcast is produced by Nexa Media

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