Over the next couple of weeks, through a series of posts, we’ll be examining and discussing the importance of the community in Social Media Marketing strategies and execution. We’ll be taking a look at the basic tenets of a successful community and few examples of some of the best.
But first, let me get a few disclaimers out of the way. We, at Bodera, are firm believers in a community being a cornerstone of any social media marketing strategy so this may seem a little biased (but we know it works). Next a community takes on a lot of different meanings for marketers. And finally we’re not above the use of “social jargon”…we just don’t take a hard line there and believe in creative license! So bear with us….
Our most favorite definition of community is: a feeling of fellowship with others, as a result of sharing common attitudes, interests, and goals. Key words here are sharing and others…in our case, others includes your brand. Let’s put this into a SocialCRM context. For us a community is a hub, a blog, a destination (or all of these) for your customers and markets. A place where consumers or businesses which have common interests and passions commune.
The goal of the Hub is to build loyal and profitable relationships. The objectives should include: building brand awareness and equity, monitoring and managing brand reputation, creating an exceptional experience and value exchange for your audiences, delivering on Social SEO and…oh yes…. generating leads and conversion. The hub should also deliver customer inclusion and interaction with the brand, ongoing research, value-add partners, relevant content and…oh yes…measurable results.
In our extensive “travels”, we have observed brands with some social presence that don’t have a community in place and little engagement with their audiences. There are also a significant amount of brands which have a community and are actively trying to make it work. They have incorporated some of the objectives outlined above. But we continually see these efforts to be all push strategy…and granted… when launching a community, it takes a lot of push. We’re going to illustrate what it takes to move from push to a pull and push and pull strategy. And by doing so, how you can accomplish those goals and objectives listed above.
In our next post, we’ll illustrate what it takes to build a successful community, hub or destination. We’ll be discussing the essential role of the brand, customers and influencers as members of the community.
What are your thoughts around Community and SocialCRM?