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Objective
What
Why
How
Examples
Community defined Types of community
Communities Importance to Customers Communities Importance to Business
Planning Launching Seeding Measurement
Who Members behavior Members contribution
Gifgaff Tripadvisor Sony Starbucks
Community Defined
Community brings individuals together around a common purpose, interest, or goal
Online CommunityNetwork of people who communicate with one another through interactive tools such as e-mail,discussion boards and chat systems
Types of community
B2B E2E B2C C2C
Members Defined
The Lurker
Visitor
The Regular
The Leader
The Elder
Key reasons to join community
1) Interest www.tripadvisor.in/ForumHome
2) Action www.care2.com
3) Place nextdoor.com
4) Practice doc2doc.bmj.com
5) Circumstance community.breastcancer.org
Key Reasons Why Communities Important For Customers
24%
26%
33%
36%
38%
Lithium Customer Survey : Why users visit a community
Researching brands, products or services before purchasing
To hear more about promotions, sales and new products
Seeking customer care support or help
Came across while exploring brand online
To buy other products and services related to brand
Key Reasons Why Communities Important For Business
6
Company’s online community empowers users making them as part of brands team. Users proactively resolve queries of others
Brand advocacy
24x7 Focus Group
Engaging
Social media campaigns
Online community is full of people that use product everyday, reviews and ratings suggestions does the work of market research /focus groups
As these are mostly user generated content , this helps in identifying keywords and topic trending to help generate other social channel content
Foster a strong connection between brand & consumer through gamification, contests, rewarding participants, influence positive behavior and drive adoption & learning
Insights derived from community work as great input while planning social media campaigns ex- audience , demographic
Competitive Differentiator
Social listening
Cost Saving Social care
Website Traffic
Innovation
Opportunity to create and personalize company brand experience and create differentiation
To understand customer pain points, sentiment analysis , trends, crisis management, monitoring conversation
Company saves cost on deflecting customer queries and responding in less time
User generated content, constant update of FAQ, reviews and ratings etc help in search engine ranking leading to high website traffic
Online community gives you an endless supply of ideas on how to innovate and reinvent your product.
Content Strategy
How to initiate & manage a community
Planning the community
Launching the community
Encouraging engagement
Measuring success
4 step process Planning the community
Setting Objective
Audience Analysis
Sector Analysis
Technology identified
Rewarding Strategy
Internal analysis
Response Strategy
How to initiate & manage a community
Planning the community
Launching the community
Encouraging engagement
Measuring success
4 step process
Seeding community
Content calendar/ posting
Launching the community
Guidelines Layout
Building Knowledge base
How to initiate & manage a community
Planning the community
Encouraging engagement
Measuring success
4 step process
Compelling Content
Easy to find
Positioning Part of Customer Service Launching the community
Encouraging engagement
Hiring new members
Offer exclusive content
Reward Customers for Contributions
Crowd Source Ideas
How to initiate & manage a community
Planning the community
Encouraging engagement
Measuring success
4 step process
Engagement metrics
Launching the community
Measuring success
Response metrics
Cost saving metrics
Other Derived Insights