“Offline Online Synergy, Engagement, and Investment on Content”: Experts' Perspectives

<p>In a riveting panel discussion on “Brand, Budget, Buzz: How
to Build a Diehard Traders’ Community” at the Finance Magnates London Summit
2023, industry leaders delved into the evolving landscape of community
building, social media, and audience engagement. </p><p>Moderated by Andrea Badiola Mateos, the Chief Commercial
Officer at Finance Magnates Official, the panel featured prominent speakers:
Gal Gasman Dotan, a Client Partner at X (Twitter); Rauan Khassan, the Vice President of International Growth at TradingView; and Adam Button, the Chief Currency Analyst at
Forexlive.</p><p>Shift in Post-COVID Environment</p><p>The panel discussion commenced with the moderator
addressing the prevalent trends observed throughout the year. Notably, there
has been an overwhelming global demand, witnessed by Finance Magnates and
ForexLive, regarding community building. Clients from diverse backgrounds have
engaged in extensive discussions, emphasizing the paramount importance of
fostering communities in 2023. This marked trend sets the stage for a deep dive
into the dynamics and significance of community building within the financial sector.</p><p>Dotan emphasized the post-<a href="https://www.financemagnates.com/tag/covid/">COVID</a> environment, noting
a growing demand for unfiltered connections and authentic experiences. With
remote work becoming prevalent, online communities have become crucial for both
individuals and brands.</p><p>Khassan highlighted the importance of community for user
retention, citing <a href="https://www.financemagnates.com/tag/tradingview/">TradingView</a>'s
success where users return multiple times a day. The social element plays a
vital role in encouraging active participation.</p><p>Button observed a shift in the tone of online
conversations, stressing the need for humility and realness. Brands are
encouraged to engage in a more interactive two-way dialogue, creating a sense
of connection with their audience.</p><p>Button expressed: "There's a desire for connection,
whether it's with someone you're following in a community or leaders and
followers in any setting. The way people interact in the real world seems to
translate well online.”</p><p>Strategies for Engagement</p><p>Dotan stressed the significance of brands being part of the
financial community conversation. Engaging with the audience on relevant topics
and timely responses to <a href="https://www.financemagnates.com/tag/financial/">financial</a>
trends can enhance brand awareness and cultural relevance.</p><p>Dotan shared her perspective: "I believe it's
about customers becoming a part of the brand and, simultaneously, the brand
becoming ingrained in the community. We observe that brands actively engaging
in conversations within specific communities, like the thriving financial community
on X, experience substantial gains.”</p><p>Khassan recommended curating social content to sustain
meaningful conversations. Button highlighted the challenges of balancing humor
and humility in the financial sector. Dotan emphasized the importance of <a href="https://www.financemagnates.com/tag/brand/">brand</a> interaction,
creativity, and relevance to current trends.</p><p>Further, Khassan discussed the effectiveness of short, reactive
communication for audience engagement. However, he suggested that brands should
also invest in more substantial formats such as videos and streams for lead
acquisition.</p><p>Dos and
Don'ts, and Global vs. Local Engagement </p><p>The conversation revolved around strategies for brands to
engage with users and build communities. The participants offered various
insights and opinions on dos and don'ts in brand interaction. Button stressed the importance of establishing a unique brand voice and being mindful of
content choices, cautioning against over-reliance on trends like AI-generated
content.</p><p>Khassan suggested staying away from <a href="https://www.financemagnates.com/tag/ai/">AI</a>-generated content due to
its recognizability and proposed a system to flag such content. Dotan agreed on
the need for a brand to find its voice and maintain consistency in both organic
and unpaid advertising efforts. The moderator acknowledged the prevalence of AI
in brand strategies but emphasized its role as a tool rather than a
replacement.</p><p>The conversation shifted to whether a startup should go
global or local in building a community. Dotan advised a balance of both,
tailoring messages globally while also connecting with local audiences. Khassan
pointed out starting locally before expanding globally, drawing on the success of
TradingView's deep localization strategy. Button added that starting with a
local angle allowed for niche community building.</p><p>The discussion highlighted the importance of finding a
brand's unique voice, avoiding over-reliance on trends like AI-generated
content, and the strategic choice between <a href="https://www.financemagnates.com/tag/global/">global</a> and local
engagement, with a preference for a balanced approach.</p><p>Cultivating
Communities: Navigating the Financial Startup Landscape</p><p>The discussion revolved around the pivotal role of building
and sustaining communities for startups, particularly within the dynamic
landscape of the financial <a href="https://www.financemagnates.com/tag/market/">market</a>.
Participants shared insights on key factors critical for maintaining community
engagement and achieving enduring growth.</p><p>Dotan underscored the significance of cultural relevance,
urging brands to stay attuned to financial trends and actively engage in
pertinent conversations. According to him, being a proactive participant in
discussions and leading conversations contributes significantly to community
growth.</p><p>Khassan placed a strong emphasis on the creation of
high-quality and authentic content, cautioning against shortcuts such as
autogenerated content. He stressed that genuine communication is essential for
persuading audiences, especially in the face of heightened competition.</p><p>Khassan stated: "I need to reiterate my point here. Investing
in both efforts and time to create strong and high-quality content is
essential. You won't be able to sustain a community and convince the audience
to return, especially given the elevated competition we are currently facing.
Relying on shortcuts, such as autogenerated content or simply trying to be
funny in communication, is not a viable solution."</p><p>Button provided insights into the challenges of
trend-chasing, cautioning against losing a brand's unique voice in the pursuit
of staying current. He highlighted the delicate balance between catering to a
broad audience and maintaining a distinctive brand identity.</p><p>A notable point raised by Button was the importance of
community ownership. He argued that a community truly belongs to a brand only
when it resides on the brand's website. This ensures greater control and
stability in the long run.</p><blockquote><p lang="en" dir="ltr">Be a part of a stimulating conversation