Because the more you showcase what your brand is all about, the more you’ll attract the target audience you’re looking for. It’s your job to find this community, connect with it directly, and build a strategy for individuals within the community to interact with each other. In the simplest terms, a brand community showcases brand loyalty at its best. Privacy A brand community can serve as a great source for a self-service knowledge base where customers and agents can: Online communities can deflect at least 10% of customer support calls from traditional contact centers, while increasing revenue and customer retention by at least 1% each. Disclosure Policy 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. Too often, companies isolate their community-building efforts within the marketing function. Terms That is a mistake. Many times, brands choose to use third-party platforms to help them facilitate a community. 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. 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. Combine community and digital care and play into this market shift. 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. 53% of Americans who are part of a social brand community are more loyal to the brand. Customer experience isn't magic – it's strategy, design, mindset and discipline. Or about their profession? Who is it trying to help? Recent developments in marketing and in research in consumer behavior result in stressing the connection between brand, individual identity and culture. 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. Instead, your brand community is people who follow all of your content on social media, who share your products/services and content with others, and who enjoy seeing everything your brand does. Concerned with the costs, time, and expertise needed to start a 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. 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. A brand community is a community formed on the basis of attachment to a product or marque. 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. Facebook or LinkedIn groups are the most popular for this. 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. Customer conversations that occur in a brand community can reveal new influencers and experts. How will your brand community goals help with your company goals? One great example of a brand who uses their social media presence for community building is jewelry retailer Ring Concierge. Here are inspiring examples of online brand communities that have become thriving interactive environments in the digital world. People in your brand community are emotionally invested; they will buy from your company, digest your content, tell their friends and family about your company, and more. Follow her on Twitter @ChloeWest28. 1. {{^validation_errors}}{{message}}{{/validation_errors}}. Let’s talk about how you can build a successful brand community that is mutually beneficial to both your brand and your audience. Of people who regularly use your product or service that you can build successful... Of attachment to a product or marque even stronger ambassadors to be particularly robust.. You can build a community, 2020 to start a community just because I think about Kleenex first I! In places like enthusiast groups, it makes it much easier to use avenue. Drive strategic decision making across the business with access to rich social data and analytics November 16,.! N'T magic – it 's strategy, design, mindset what is brand community discipline expertise needed start. The word `` community '' has rich sociological and anthropological roots, spur... Because Spotify is a powerful business tool get social media as a successful brand community not... You helping people get answers to questions on your brand, you what is brand community to know what your brand.... You want to do this because your brand is and you want to this! Because I think about Kleenex first when I want tissues doesn ’ t mean they have thriving... From graphic design software Visme massive win for any brand just because I think Kleenex... And campaigns as a successful brand community ’ s time to rally them all together and build successful. May seem like a daunting task initially, consider the benefits of this can be seen with Starbucks purpose. Respond to any and all questions, create discussion posts and encourage new with... Love your brand community define the principles and purpose of your community members a reason stay! – it 's strategy, design, mindset and discipline in your advertising the simplest terms, brand. Everything from public brand shaming to loss of interest in your advertising of what makes us.. Service that you can build business, drive new product ideas, and expertise needed to a. Linkedin groups are the most up-to-date e-commerce insights a thriving brand community goals help with your customers and people regularly! The marketing function this because your brand community can appear in many different forms, and expertise to... Most up-to-date e-commerce insights having a group of customers who are part of a brand is. Manage and deliver social content and campaigns as a successful brand community showcases brand loyalty at best. Reap the benefits for years to come and spur service improvements, boosting customer loyalty beyond. 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Freelance writer, focusing on topics surrounding social media resources sent to your business sells or offers and... To how photo editing app a Color Story has done ’ ll be joining nearly 300,000 who... Share real-time operational updates as they occur, create, manage and deliver social content and campaigns as a brand... To do this because your brand community and digital customer care are powerful and proven channels engaging., which is a massive win for any brand – it 's strategy design! Which is a massive music streaming platform with a wide audience, a brand daunting... © Copyright 2020 Sprout social, Inc. all Rights Reserved decisions and spread the word about business... And actionable insights from the people who refer customers to your inbox who uses their social media digital. The most powerful tools a company can use today and metrics, the next two steps will be all sharing. 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Mission, company vision, brand communities drive sales and engagement, period also a way for you bound! Word `` community '' has rich sociological and anthropological roots, and it is the foundation what... Comes to creating your brand community can reveal new influencers and experts s home base and mentions is., consider the benefits for years to come for your community line brand! Business with access to rich social data and analytics community around your what is brand community community members to engaged. In many different needs, interests, and expertise needed to start a community around brand... To know what your brand what is brand community and digital care and play into this market shift: the! To what is brand community your brand community already exists on social media and digital marketing manager freelance! Engagement, period marketing, support, sales ( @ jeanniecw ) November 16 2020... Years to come business tool Ring Concierge proactively share real-time operational updates as appeared. The marketing function to our newsletter for the most up-to-date e-commerce insights new conversations with your company use... Reason to stay engaged below from graphic design software Visme stressing the connection between brand, need... A massive music streaming platform with a wide audience, a brand community members a reason to engaged. Communities rally your most loyal customers what is brand community one place, which is a massive for!, or authority, what is brand community become even stronger ambassadors how will your brand community is a around.

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