Recent developments in marketing and in research in consumer behavior result in stressing the connection between brand, individual identity and culture. 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. Use social media as a valuable asset beyond simple engagements and mentions. Another way to hone in on your brand community is by creating a program that gives back to your most loyal customers or referrals. Customer conversations that occur in a brand community can reveal new influencers and experts. However, just because I think about Kleenex first when I want tissues doesn’t mean they have a thriving brand community . It’s a place where they can connect with each other to engage experts, ask questions, solve problems, and share new ideas with each other online. 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. Customer experience isn't magic – it's strategy, design, mindset and discipline. What does it want to be known for? For example, how will a brand community help marketing, support, sales. If you want to build a community around your brand, you need to know what your brand is. Options for this include sites like Slack and Mobilize, where you can create various channels/topics for your community members to check out and start conversations in. Let’s talk about how you can build a successful brand community that is mutually beneficial to both your brand and your audience. This article introduces the idea of brand community. Come learn with us! See an example below from graphic design software Visme. Successful communities communicate quality information on the right platforms, using the right tools to remain consistent, and last but not least, the community revolves around identification, allowing members to identify with the vision, image and other community members of the brand. Give your community members a reason to stay involved. A rewards program often gives regular customers perks, and a great example of this can be seen with Starbucks. What are you doing for your community members to stay engaged? A brand community exists to serve the people in it. Once you set these goals and metrics, the next two steps will be easier to handle. As I mentioned earlier, brand communities are a way for you to make customer-driven decisions and spread the word about your business. Brand community + customer care: Driving 2021 business trends, the resolution of customer challenges through social media and messaging channels, generate content that can be amplified in other channels, Follow your social media channels (the ones they choose, of course), Share their stories about how your product has improved their businesses or lives, Share your content organically on their social media channels, Feel emotionally connected and believe in the purpose and value of your brand. 1. Communities can also be built through a hashtag, similar to how photo editing app A Color Story has done. Each time a rewards member places an order through the Starbucks app, they earn Stars that add up to perks, such as free espresso shots or free drinks. Chloe West: Chloe is a digital marketing manager and freelance writer, focusing on topics surrounding social media and digital marketing. Do Not Sell My Personal Information. Cookies It also means brands are leaving cash on the table. 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. That is a mistake. Takeaways: Define the principles and purpose of your community to create a sense of membership. Or about their profession? Facebook or LinkedIn groups are the most popular for this. It’s time to tear down the silos, stop limiting engagement, and meet your customers on their terms with timely, relevant solutions. Subscribe to our newsletter and get social media resources sent to your inbox. 53% of Americans who are part of a social brand community are more loyal to the brand. While building an interactive community takes a lot of upfront effort, once it is in place, as you can see from these examples, it offers a gold mine of opportunities for marketing teams. Plus, these communities are fun for your audience to chat with like-minded people. Community marketing is a strategy that involves forming an engaging brand presence in order to interact with a community of existing customers. 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. Concerned with the costs, time, and expertise needed to start a community? These two brand communities were chosen as they appeared to be particularly robust examples. Subscribe to our newsletter for the most up-to-date e-commerce insights. Are you helping people get answers to questions on your product? Chloe West. | How are you measuring success of your brand community? To learn more about creating strong relationships with your audience on social media, check out our latest Sprout Social Index.. Sign up to have social media resources sent to your inbox every week. A brand community is a business strategy. Once you set it up, your company can continue to reap the benefits for years to come. A healthy majority – 80% of consumers – say that it is authenticity that motivates them to follow a brand, according to Potion. Leading communities do this today, providing more relevant content and stronger peer connections by enhancing personalization with learning algorithms that automatically deliver answers when and where they do the most good. Who is it trying to help? Online brand communities drive sales and engagement, period. There are two different ways you can manage your community on social media – by engaging through your platform or by creating a social media group. © Copyright 2020 Sprout Social, Inc. All Rights Reserved.