It should also integrate seamlessly with other software for easy login, data sharing, and analysis. The company nurtured this relationship, providing motivation to users so that it could get insight into how to further develop its product. Your brand should seize the opportunity to get at these invaluable insights from their customers. This eventually led to the SaaS platform CMNTY is today. There is no doubt online communities are a well of value waiting to be tapped. The community exists for the people within and not for the business. Brand communities are especially good for creating brand loyalty. Takeaway: A great online community can support collaboration between members outside of the brand and employees within, leading to a stronger brand. One of the biggest obstacles that HP customer support agents faced before their online community was spending too much time responding to logistical questions and not enough time brand-building by truly engaging with customers. The Mom365 community covers topics from getting pregnant to birth, baby development to raising children. However, you should know that most likely only 10 percent will actively participate. Recruit members for your community and let them know what they are signing up for. Because of their community, Virgin can field a significantly higher level of social media interactions. This proper handling encompasses a few key elements. In brand communities, people come together when they use products or services from the same brand. So, what else should you add to your community strategy? Most importantly, StarHub wanted to create a space where their customers could co-create with them, collaborating to build a better product and a better customer experience. You also need someone from IT to deal with the technical issues of the platform. Takeaway: Great online communities can help free up your brand’s digital customer care agents by keeping the answers to common logistical questions in one easily-searchable place. What opportunities could you unlock with the power of your online community? The following 5 brands offer excellent, diverse examples of how great online communities can function. Researchers collect qualitative data from the participants; gaining insight into a particular part of the business that they feel requires some input. When customers are loyal to your brand, they can then become advocates for it, attracting more people into it. Whether companies set up the communities in-house or contract the services of market research companies, the result is almost always positive if the online community is handled properly. With a background in computer science and cognitive psychology, in 2007 Maxim used crowdsourcing to help companies and their customers get closer together. Meghan Young — September 16, 2014 — Eco. This increased the connection between the riders and the company. Meet their needs and, in turn, they will provide you with the insight you need to grow your brand and business. This came about when CEO Dennis Crowley noticed many of the users editing some content on the app. Maxim Schram is the founder & CEO of CMNTY Corporation. Takeaway: A great online community can help your brand manage a high level of social media interactions while also fostering more robust brand-customer relationships. In their Harvard Business Review article on Getting Brand Communities Right, Susan Fournier and Lara Lee explain: “A community-based brand builds loyalty not by driving sales transactions but by helping people meet their needs.”. Who can blame them? Not only can customers now quickly find the answers they need, StarHub has also built a successful community of super fans. This tech company tapped into the idea of creating a community early on. Takeaway: Combining the power of digital customer care agents with knowledgeable members of a great online community allows brands to address many more customer concerns than with agents alone. The following 5 brands offer excellent, diverse examples of how great online communities can function. Use the information to refine your process, product, and service. The different members of the community developed courses for languages the team didn’t even think they’d offer when starting out. Customers in the community talk about the different problems which the community manager notices. (Full Virgin Mobile Australia case study). With a number of your targeted market huddled in one online place, you might be tempted to have a one-way relationship with them. To reach their goals, they built an online community with Khoros. In this community, parents help each other with their questions. Their community helped HP achieve a 41% year-over-year reduction in inquiry resolution time, as well as a 35% reduction in agent response time. “Who better to share their advice and opinions than other moms going through the same thing as you?” is the community’s motto. It’s a space where employees (or clients) can share tips and pass useful information to each other. Takeaway: A great online community can help your brand build a different kind of relationship with digital customers — one that’s truly collaborative. How Online Communities Improve Every Stage of the Customer Journey. Their community took off to a point where it churned out content alongside the Duolingo team. For more details about what an online community could do for your brand, see our Khoros Communities solution page and read our ebook: How Online Communities Improve Every Stage of the Customer Journey. Particularly the three companies that we’ll take a look at below. This takes us to our next key element of a successful online community. Telecommunications giant Telstra wanted to offer a complete customer care experience that included a place for customers to gather and interact without engaging the brand. When it comes to online communities, there are a ton of websites popping up that single out niche networks. Want to accelerate your brand building efforts? You need to know whose insights you’re after. Not only that, but Virgin Mobile Australia was also recognized with a Lithy Award. Related Post: How To Get The Most Out Of Your Customer Community Platform. We also explore how each brand achieves their core purpose so well. Therefor you have to consider them as just another cog in a larger machine. From Extremely Exclusive Social Networks to Motherhood Forums. Successful brands have mastered a way of integrating these key elements. These communities are also referred to as professional development platforms. Companies put together these online communities so that they can foster their relationships with their customers. However, these public networks pose quite a number of problems like trolling and other antisocial behavior. Connecting with customers online has never been more important, and today there are a wide variety of options for brands to do so, including social media platforms, websites, and branded communities. Khoros software and services help you win, serve, and grow customers across social marketing, digital care, and branded communities. He ran with the idea of creating a Superusers community that continuously worked to make the app better. Online communities are not just another marketing channel. 3 Great Examples Of Successful Online Communities, How To Get The Most Out Of Your Customer Community Platform, Forrester Recognizes CMNTY As Key Vendor Of Research Community Software In New Report, 3 Ways Communities Empower Brands to Become Awesome, Why You Should Take Advantage of a Community Platform Based on Customer Feedback. Starting an online community requires you to have the following in place: Your online community will only be beneficial if you have a multidisciplinary team. HP was also recognized externally: they won the Lithy Award for Total Community All Star, an award that recognizes exceptional community work. Related Post: Forrester Recognizes CMNTY As Key Vendor Of Research Community Software In New Report. You will also find out how you can create your own online community.
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