TAQUIONSee the mapComunidades®
People stopped organising themselves by age, gender and location. They organise around what they care about and what gets in their way. This is the text version of the site: the same content, without animation.
You. And 8 billion more.
There has never been this much data about people. And yet, looking at the whole population at once gives you an average.
We can know what they think but not who they are or how they behave.
The average does not exist. This does: groups with an identity of their own, held together by a shared interest, that exist to reduce a common friction.
77% of Argentines doubt or are unwilling to trust someone who thinks, lives or solves problems differently from them.
A community is born from an interest and grows from a friction
Interests and frictions are what bring communities together and keep them standing today.
| INTERESTS | FRICTIONS |
|---|---|
| Feeling safe. | Violence close to home. |
| Being better parents. | Being a first-time parent. |
| Running. | Staying healthy. |
| Understanding AI. | Falling out of the job market. |
A community is not a channel. It is a destination with several doors.
You can come in through one or several spaces at once. They combine around whatever the community needs.
ANONYMISED PROFILES
They come in without giving a name. Mass audience. Reach.
- PODCAST ~50 LISTENERS
- SOCIAL ~1.5K INTERACTIONS
- AMPLIFICATION ~10K REACHED
- LANDING MEASURABLE RESPONSE
IDENTIFIED PROFILES
They leave a name. Loyal audience, high-value relationship.
- WHATSAPP ~3K ACTIVE MEMBERS
- EVENTS ~60 KEY GUESTS
- NEWSLETTER RECURRENCE AND OWNED AUDIENCE
PROMOTER PROFILES
Loyal members who take part and get involved in every space.
How it is built
In a campaign, people arrive pulled in, attention lasts an instant and the relationship ends with the spending. In a community people come back, participation grows and the investment feeds an asset you own.
- MONTH 01: We build the destination
- We build archetypes, identify tensions and define the storytelling.
- MONTH 02: We reinforce the destination
- We refine the archetypes, prioritise the tensions and consolidate the storytelling.
- MONTH 03: We activate the content
- Content production, podcast and social. Newsletter and landing, WhatsApp and events.
- MONTH 04: We sustain the conversation
- We publish content, activate podcast and social, and connect landing, newsletter and WhatsApp.
- MONTH 05: We deepen participation
- We hold the frequency, add conversations and activate gatherings and events.
- MONTH 06: We grow the community
- Organic growth and paid media. CRM platform, performance and optimisation.
- MONTH 07: We scale the growth
- We scale organic and paid media, organise the information in the CRM and optimise performance.
- MONTH 08: We optimise the system
- We read the performance, adjust the paths and double down on what works best.
- MONTH 09: The community gains autonomy
- We consolidate the growth, the community adds new members and the system keeps optimising itself.
Every month the community takes in people who were not there before: new people joining each island on the map.
After month 9, the community starts drawing new people in on its own
A map of communities
This is what an example archipelago of the Argentine market looks like. Each island is a micro-community, with its interest and its friction.
- Argentine Rock Fans Interest: The rock that shaped them. Friction: Nowhere left to hear it.
- Running and Wellness Interest: Running. Friction: Training alone.
- Travel Experiences Interest: Seeing new places. Friction: Travel got brutally expensive.
- First-Time Parents Interest: Being better parents. Friction: Being a first-time parent.
- Motorbikes Interest: Motorbikes. Friction: Group rides to connect.
- AI and Work Interest: Artificial intelligence. Friction: Being left behind.
- Photography Interest: Seeing differently. Friction: Nobody looks at what you make.
- Local Food Interest: Eating well nearby. Friction: Prices that keep climbing.
- Hiking Interest: Walking the country. Friction: Going alone is frightening.
- Meditation Interest: Slowing down. Friction: A head that will not stop.
- Personal Finance Interest: Making money last. Friction: Not understanding any of it.
- Lower-League Football Interest: The neighbourhood club. Friction: Nobody televises it.
- Backpackers Interest: Travelling light. Friction: Organising it alone.
- Learning Languages Interest: Speaking another language. Friction: Starting and giving up.
- General Wellbeing Interest: Feeling better. Friction: Contradictory advice.
- Live Music Interest: Seeing bands. Friction: Finding out too late.
- Mate and Company Interest: Sharing. Friction: Fewer people show up each time.
- Weekend Asado Interest: The long table. Friction: It costs a fortune.
- Balcony Gardening Interest: Growing something of your own. Friction: Living in 40 square metres.
- Urban Cycling Interest: Getting around by bike. Friction: The city is not built for it.
- Argentine Wine Interest: Drinking better. Friction: The label tells you nothing.
- Crypto and Savings Interest: Sheltering the peso. Friction: Getting scammed.
- Neighbourhood Founders Interest: Living off your own thing. Friction: Always being alone in it.
- Spanish-Language Podcasts Interest: Listening while doing something else. Friction: It all sounds the same.
- Bingeing Series Interest: Getting caught by a story. Friction: Nobody to discuss it with.
- Pet Adoption Interest: Giving them a home. Friction: Nobody takes responsibility.
- League Basketball Interest: The city team. Friction: It never reaches the media.
- Trekking in Patagonia Interest: The south. Friction: Getting there costs more than the trip.
- Sewing and Repairs Interest: Making things last. Friction: Everything gets thrown away.
- Design Markets Interest: Handmade things. Friction: Competing with imports.
- Sport Fishing Interest: The river. Friction: There is less of it every year.
- Caring for Elders Interest: Being there for the old. Friction: Doing it with nobody to help.
And your brand?
In the version with the map you can type a company name and see what its community would look like: we search the web, analyse conversations and build the map. Try it.
La Comunidad
A podcast hosted by Sergio Doval, a WhatsApp group and gatherings.
What we talk about
- The feeling before the job title
- Who shaped you
- How your people used to gather
- The islands of your world
- Bringing together without shutting in
- Who is there when it goes wrong
A conversation, not an interview. 45 to 60 minutes, nothing to prepare.
We used to build communities to survive. Today we build them to understand the world
Who builds this
Taquión builds communities for brands. Why the model exists, what a brand gets when it builds its own and who we have been doing it with is on the institutional route, which is static and reads without animation.