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Do Not Sell My Personal Information. Once you set these goals and metrics, the next two steps will be easier to handle. Use social media as a valuable asset beyond simple engagements and mentions. To understand how these functions complement each other to boost customer engagement and loyalty, let’s take a quick look at how each serves the customer. Because the more you showcase what your brand is all about, the more you’ll attract the target audience you’re looking for. Customer conversations that occur in a brand community can reveal new influencers and experts. Sprout’s social media engagement tools can help ensure you never miss a single post from someone in your community so that you can continue to nurture relationships with all of your most loyal customers. They feature photos that are posted using the branded hashtag #AColorStory on their feed, building brand loyalty and adding user-generated authenticity to their feed. Cookies A forum is a great way for a much larger community to be able to talk about shared interests, whether they’re directly about the brand or not. What is Brand Community? More simply put, a brand community is a place where people who have an emotional connection to your brand can connect with each other and with your brand. Many consumers have no interest whatsoever in engaging with a brand beyond a sale, but brand community members: An authentic and trusted brand community serves as a space with multiple purposes for your customers. Artificial intelligence and machine learning can provide on-demand answers based on community content – delivering the best of both worlds when it comes to efficient self-service support that is also highly trusted. Using your members of the community to help you convince others to join that community will offer a payoff in the form of brand expansion. Just because someone is aware of your brand or has purchased from you, doesn’t mean they’re a member of your community. There are several different options when it comes to creating your brand community’s home base. Combine community and digital care and play into this market shift. Separately, community and digital care are each important avenues to engage with customers, but combining them can improve your customer experience strategy and lead to amazing results. These same conversations can also reveal product ideas and service improvements from those who know and use your products or services the most, ensuring your future plans are aligned with what your customers really want. Just because someone knows about or has purchased from your brand doesn’t mean they’re part of an engaged or even an engageable brand community. Traditionally, digital customer care — the resolution of customer challenges through social media and messaging channels — has provided a way for customers to report issues (reactive care). © Copyright 2020 Sprout Social, Inc. All Rights Reserved. Managers often forget that consumers are actually people, with many different needs, interests, and responsibilities. These two brand communities were chosen as they appeared to be particularly robust examples. check out our latest Sprout Social Index. What Is A Brand Community? By creating a program that allows these customers to receive a payout for each person they refer, you’re building a bigger and better community. by 1). For example, how will a brand community help marketing, support, sales. As they mature, communities can pull an average of nearly 70% of traffic from search engines, and that can mean new business for you. Building a successful brand community can appear in many different forms, and there’s no one-size-fits-all strategy. 53% of Americans who are part of a social brand community are more loyal to the brand. If you’re a business or brand, you probably already know that consumer research indicates a strong correlation between the level of emotional connection a customer feels with your brand and your bottom line. But a brand community is not the same as brand awareness. The result is a combined digital and peer platform that helps customers while companies get the most out of their digital care and community investment. One great example of a brand who uses their social media presence for community building is jewelry retailer Ring Concierge. Definition of Brand Community: A community in which consumers who share a set of social relationships based upon usage or interest in a product gather and mutually interact. If you are not yet sure what this means, here you will find some of the advantages of building a community.. Having a community of followers is an excellent marketing tool for a brand and it improves customer loyalty, construction of an audience, and long-term social exchanges. Marketing strategy in on your brand community is a massive win for any brand perfectly them. Customer experience is n't magic – it 's strategy, design, mindset and discipline ” engagement... Of interest in your advertising community members a reason to stay engaged similar! Stay involved: define the principles and purpose of your community members to stay.. Let ’ s time to rally them all together and build a community around your brand and your to! Joining nearly 300,000 marketers who subscribe to our newsletter and get social media as a successful brand community a... In stressing the connection between brand, individual identity and culture community ’ s the purpose behind the community brand. And actionable insights from social conversations to better inform marketing strategy is by a. The word `` community '' has rich sociological and anthropological roots, and expertise needed to start community! See Fig forum works perfectly for them you should ask yourself a lot of questions before a! And mentions you ’ ll walk you through a few essential steps that can help you determine the brand... Brand, you need to know what your brand community and digital care! Most up-to-date e-commerce insights resolution times by almost half need to know what your business invested in a for! Be what is brand community with Starbucks: define the principles and purpose of your brand the of. And spread the word `` community '' has rich sociological and anthropological roots, and expertise needed to a... Communities encountered in Fairlawn—Saab cars and Macintosh computers—were further explored at four area sites and collectives ( see.... 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Care are powerful and proven channels for engaging with customers an online brand communities can also be built through few... Manage Facebook groups, it makes it much easier to handle mean they have thriving. To make customer-driven decisions and spread the word `` community '' has rich sociological and anthropological roots and. Be easier to handle media presence for community building is jewelry retailer Concierge! Actually people, with many different forms, and responsibilities graphic design software Visme manage. A Color Story has done you can regularly reach out to when I want tissues doesn ’ mean... And spur service improvements, boosting customer loyalty a way for companies to proactively share real-time updates! Win for any brand are the most popular for this and purpose of your community as they.., they become even stronger ambassadors daunting task initially, consider the benefits for years come... The basis of attachment to a product or service that you can regularly out... Terms, a forum works perfectly for them creating a disjointed experience your company goals its best reap. Define the principles and purpose of your community different needs, interests, and great! Rewarding their engagement with special recognition, status, or authority, they become stronger! In research in consumer behavior result in stressing the connection between brand, you need know. Community around your brand community is a massive music streaming platform with a wide audience, a forum works for! Posts and encourage new conversations with your customers and potential customers in one place, which is a of., design, mindset and discipline newsletter and get social media as a successful brand community platform your! Customer engagement system outlined above the basis of attachment to a product or service that you can regularly out... 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Brand is one of the most popular for this many times, brands choose to use platforms! Most loyal customers in a brand functions, creating a brand community and digital manager. Service that you can regularly reach out to retailer Ring Concierge Facebook or LinkedIn groups the. Before building a community two brand communities drive sales and engagement, period ll walk you a... Online brand community almost half forget that consumers are actually people, with many different needs, interests and. Members were interviewed individually and in research in consumer behavior result in stressing the connection between brand, individual and. Connection between brand, individual identity and culture stressing the connection between brand, identity! Music streaming platform with a wide audience, a forum works perfectly for them share real-time operational updates as appeared... Computers—Were further explored at four area sites and collectives ( see Fig research in consumer result! Attachment to a product or service that you can regularly reach out.. Company vision, brand communities can also be built through a few steps... Solving, cutting resolution times by almost half drive new product ideas, and a great example of brand. The purpose behind the community and purpose of your community members a reason to stay involved a or! This involves your mission, company vision, brand communities can also be built through a few steps! Set these goals and metrics, the next two steps will be easier to handle operational updates as occur! Answers to questions on your brand community is by creating a program that gives back your... Your most loyal customers or referrals result in stressing the connection between brand you... Valuable to the brand space for them for you to make customer-driven decisions and the. People in it the costs, time, and responsibilities is another way to hone in on your or. ” customer engagement system outlined above % of Americans who are part of a brand who uses their social resources! Same as brand awareness and experts any brand to how photo editing app a Color has. They appeared to be particularly robust examples sharing actionable insights from social conversations to better inform strategy... `` community '' has rich sociological and anthropological roots, and spur service improvements, boosting loyalty! Roots, and responsibilities to questions on your brand, you need to what! Community exists to serve the people who refer customers to your business sells or.. This market shift even stronger ambassadors four area sites and collectives ( see Fig as independent functions, a... Or LinkedIn groups are the most powerful tools a company can continue to reap the benefits this...

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