What are Online Brand Communities?
Online brand communities are made up of groups of people who have come together around a shared interest in particular brands, connecting with them in ways that go deeper than merely purchasing products or services. The consumers who make up these communities develop a sense of loyalty to the brands they support, and are actively invested in them. Brand communities go further than simply fostering brand awareness; people can know about brands, and even be repeat customers, without a sense of involvement. Belonging to communities allows consumers to connect with brands, and with each other, in meaningful ways. Companies can use online brand communities to make decisions that are directly influenced by customer input, while at the same time garnering greater brand-exposure. Since members are often rewarded for their participation, these communities are beneficial for both companies and the customers they serve.
As explained by marketing director, Mike Harrower, “With social media fakery on the rise, it’s harder than ever to remain authentic and get heard among all the noise on Facebook Groups and the like. With their own communities at their disposal, brands can maintain full control over customer experiences to enable them to achieve their desired goals and obtain value faster.” (https://www.disciplemedia.com). Maintaining a strong social media presence is crucial in today’s marketplace; brand communities take that presence one step further. The most successful brands boast particularly strong online communities. Starbucks is a case in point, offering a variety of social initiatives that encourage engagement and interaction among their members. By holding contests and posting customer photographs, they make effective use of consumer-generated content. In addition, the Starbucks Rewards program allows customers to collect Stars that can be used toward purchases, and offers free products for members on their birthdays. By utilizing online brand communities, companies can engage in the business of selling positive experiences along with their products.
Community Building
Building an online brand community takes a certain amount of effort and planning. Initially, a company needs to attract members by convincing them of the benefits of joining. Once consumers express interest, they need to continue to feel valued, as well as rewarded for their continued involvement. Satisfied members of the community will then share their experiences with others in an organic manner. Providing a sense of belonging can be a potent marketing tool. CEO, Paulina Karpis observes, “People are craving community now more than ever. For businesses, this means that community is critical to success. However, forming a community requires much more than simply gathering people together in the same place or accumulating a certain number of users on an app or site.” (https://www.forbes.com). The first step in building a brand community is to establish a strong identity, not only in terms of an outer image, but also by paying attention to what the brand stands for. The next thing for a company to consider is what platform might perform best for its customers. determining effective ways to connect with them. After this has been established, it becomes important to reinforce a sense of engagement by creating specific programs, such as forums and ambassador groups.
An example of how forums are effectively used can be found in Sephora’s Beauty Talk, a place where members can share information and get their specific beauty-related questions answered. It even encourages members to upload photos of themselves using Sephora products. This option includes links to the relevant items, taking the interactions from sharing to sales, with members directly promoting the merchandise. Another way to make use of user-generated marketing in brand communities is by setting up ambassador programs. XBox has been especially successful in this endeavor. In order to become XBox Ambassadors, members must first achieve certain levels on XBox games. They are then invited to participate in special events, which might include hosting podcasts and creating videos, as well as being eligible to receive free games and other merchandise. By providing an avenue for the most dedicated members to feel uniquely involved, ambassador programs encourage continued participation, while attracting new community members.
The Power of Community
Companies can reap a number of clearcut benefits through the creation of online brand communities. First and foremost is an increase in brand awareness. There is no more effective means of advertising than word-of-mouth. It has been shown that consumers are 84% more likely to trust recommendations that come from people in their lives (https://www.forbes.com). When companies encourage customer participation, in the form of feedback and recommendations, they experience increases in sales, growth, and brand loyalty. Another advantage is found in the area of customer service, since creating platforms where people can answer questions for each other cuts down on support costs. This decrease in expenses also holds true when it comes to advertising, in large part due to savings associated with user-generated content, as well as the ability to focus promotional efforts on an already existing consumer base.
Brand communities are valuable resources for collecting information about products, enabling a company to stay up-to-date with customer needs and demands. Actively demonstrating flexibility in this way projects an aura of authenticity, a quality that an estimated 80% of consumers report to be their major reason for following a brand. Furthermore, online communities tend to boost a company’s social media presence; enthusiastic members often generate posts and videos that go viral. Any company whose goals are growth and consumer loyalty cannot afford to ignore the benefits of online communities. Marketing strategist, Michael Brenner, puts it this way: “Sure, today your website may serve as your brand’s storefront—but it could be more like a bustling city, with ideas, advice, and support being passed around amongst everyone. A place where new prospects can be taken by the hand and walked down the sales funnel by enthusiasts and where customer representatives interact with buyers, all through one channel. Maybe it’s time to start thinking bigger.” (https://marketinginsidergroup.com).
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