How communities will change your marketing



A lot of marketing professionals are starting to come around with different brand campaigns but they still have a long way to go.Looking at the current situation in marketing, only a few still understands the connection between content and community and how it can change the brand’s function both internally and externally.

The roles communities play in marketing and communications process is misunderstood and many brands are not involved in community marketing activities of even have a community marketing strategy.

The value of customer/fan communities is quality and efficiency of reach, feedback, communication cycles and amplification. You might already be focusing on communities for either support ( Enabling customers to support and inform each other ). Reputation ( Using communities, social network presence and influencer marketing in an effort to build brand reputation ) or Research ( Using a closed interest based community to study/control customer patterns ).

Community marketing strategies have a massive amplification power but it is under utilized by many brands because they prefer sending corporate messages rather than customer oriented information

There is a strong connection between community and content and that connection creates a strong round trip funnel: Valu added content attracts community prospects, they interact.Share and talk about the contents.Those activities attracts new members to join the community and participate.

Here are some tips for your community strategy :

1) Have intersection points between customer networks and communities : Do you know your community or its members lifecycles ? or how long someone will remain a community member. i.e New moms are new moms for about 24 months, so you to be planning acquisition cycles on a regular basis

2) Have the right materials : You will need to have value added interactions with your community to keep it active and fresh.

3) Design contents to measure community strenght.Content that is strategically designed, can be measured.

And finally…

4) Identify the customer and community narrative : Customers or community members have paths, patterns and cycles. You must be able to predict or direct your communities action. i.e ”If i put out Content A, my community members will not interact with it because……..

Once your brand can understand the power of their customer communities and how it can be effectively deployed, you will be able to shift from campaign-drivin programs to long-lasting relathionship-building efforts

Wonder why #ShareACampaign by Coca Cola was a viral success and #MadeOfBlack by Guinness Wasn’t ?
How have you been using community marketing or how would you want to tap into it.

Please drop your comments and questions.

How to use user generated content to convert more social customers

Are you running out of content ?

Let’s talk about how User Generated Content can increase the amount of content available to you. It allows you create a strong level of affinity with existing customers and make potential customers more likely to convert. The great thing about UGC is that this contents already exist and all you have to do is use and re-use it !

One very important thing to recognize about UGC is that it doesn’t have to take the form of traditional ”content” – that is, image, video e.t.c. UGC can be as simple as a text, review, comment , shoutout, as long as it was written by a customer or a fan

UGC can help increase your social media interaction, reach and even boost conversions.Let’s take a look at how you can use the content your customers are already creating.

Mini-Testimonials : If your business often receives tweets and comments from happy customers, re-tweeting these remarks is one way to use them as a kind of ”Mini-Testimonial’. Is it boasting ? No if it’s true ! you are amplifying a public review of your business

Create Customer Stories : You get amazing messages from someone who loves your product so much and you may have always profusely thanked these customers, but always wondered what else you could do with these amazing experience. The answer is simple, use them to create engaging customer stories and bring your social media followers to your website.
UGC is challenging for business that provides intangible B2B services.However, you should keep in mind that UGC doesn’t always start online !

Have you used user generated content before and was it helpful ?
we would  love to hear about your experiences in the comments.

Thanks so much for reading!