Online Community
THE BENEFITS OF CREATING AN ONLINE COMMUNITY
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What is an Online Community? An online community is a gathering of people interacting and collaborating toward a common goal. These days, companies are investing in building communities on open social networks like Facebook and Twitter, while also building their own community properties. While similar, there are fundamental differences between a social network like Facebook or Twitter and an owned online community destination like the Apple Support Communities.
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What Are the Benefits of an Online Community? While social networks have their value, owned properties provide elements that social networks like Facebook cannot. They provide a tailored design, enhanced access to data and more options for control. A well-rounded social media strategy likely will include social networks such as Facebook in addition to owned online properties. When a company builds its network on a platform like Twitter, they are subject to that technology company’s business model. The user experience and available data are based on what the platform is willing to provide and that will probably have little to do with a company’s own objectives and needs. This is one of the benefit of Online Community.
Sales and Marketing: Sales enablement: higher win rates Improved marketing campaign development, effectiveness and amplification Customer advocacy and product/service affinity Improved natural search engine and social media optimization (brand and products/services) Real-time market research and consumer intelligence Increased channel presence, Web sales and referrals
Customer Service Decreased volume of inbound support calls Improved customer self-service/first-time resolution Higher customer retention Increased customer satisfaction Ongoing customer support and engagement Customer service agent collaboration/knowledge sharing Customer service is the important aspect of Online Community
Product Development and Customer Intelligence Accelerated time to revenue Customer-driven product innovation and insights Increase in feedback and ideas from customers Knowledge retention
Where Should I Start? 1) Create a social business strategy and roadmap that carefully aligns with your company’s business objectives. 2) Investigate what your customers need. 3) Integration is key to driving success. 4) Create an activation and engagement strategy.
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