How branded customer communities can drive more revenue from social communities than facebook ads
Social networks such as Facebook have been hailed by enthusiastic social media marketers as the holy grail of customer acquisition, retention, and revenue growth. The truth is, there is a gap between how consumers want to engage with companies on social media, and how those companies are using social networks. Consumers need more than just a platform where they passively “like" or “follow" brands. Instead, many seok a more trusted, deeper customer experience—one that encourages greater interaction and makes information relatively easy to find. Enter the branded community built exclusively for customers. Why Is It so appealing, and why should brands all want one?
Sure, Facebook and Twitter are where customers go to make social connections...
What social networks are primarily used for
- 70.2% - social networking
- 45.4% - hobby/interest
- 23.2% - education/training
- 21.2% - sports/entertainment
- 17.2% - work
- 16.8% - personal courses
- 12.8% - company/brand/product
But they prefer to build relationships with brands in customer communities on company websites
Because branded customer communities are owned and managed directly by a company, they take the idea of the social consumer one step further. On the same site where customers make purchases, they can also speak to other shoppers about th«« experiences and proactively-and easily-seek answers to their questions.
What consumers do to learn more about a product or service
- 81.1% - look at a company's website
- 19.9% - look at it's facebook page
Top 3 reasons consumers participate in branded communities
"Consumers are clearly saying that a primary value proposition of a customer community is that it allows them to quickly access information that is relevant and accurate and they prefer it when that information is provided by other people like them. "- Date Sakai, partner. The Incyto Croup.
- 32.1% - getting information more quickly
- 21.3% - getting answers from consumers "Like me"
- 18% - getting the most accurate information
Spreading the word without the lure of a carrot stick
There are more consumers willing to bo free advocates for the products and services of the companies whose branded communities they rotn than those who win advocate only if they are given incentives or rewards.
Willingness to be advocates for products and services on branded customer communities that consumers join.
- 42.1% - freely advocate
- 40.5% - advocate, but with incentives
- 17.4% - would not advocate
How to create a branded customer community that works
According to INCYTE Group research, customers prefer that their branded communities:
- Tightly integrate with company's website
- Link with social networks
- Have the community manages proactively by companies
Here is how to satisfy those customer needs when it comes to branded communities
- Integrate your community with open social networks. By creating strong ties to sites such as Facebook. Twitter, and Pinterest. people can share the content more easily with their friends and colleagues
- Make everything easily searchable Categorize the content so users can Quickly and efficiently browse for what they need
- Create several entry points to the community throughout the website. from the product page to the help page
- Provide self-serve or peer-guided service and support
- Turn loyal customers into brand evangelists by fastening to their noeds. giving them a better-quality product or service than they ask for. and creating a forum for them to tell their peers about their good experience
Created by COLUMNFIVE