The digital revolution has given brands a wide range of channels through which they can reach consumers. Social media certainly stand out among these, as they offer access to a large audience with little investment and, above all, start a conversation in real time with clients or potential consumers, as the brand and the client interchange roles as senders and receivers of information.
Even if they bring all the above advantages, the social media boom has generated such a flood of information–in the case of Twitter, 300 million active users and over 7,000 tweets per second–means that brands find it increasingly difficult to make their message heard effectively by their audience.
However, the figures mentioned above seem to show that the user-generated content model is here to stay.
How, then, can brands segment to those user profiles they are interested in and focus the debate on what is relevant to them?
In ‘Drive Greater Marketing Impact By Leveraging Online Communities’ [download here] Forrester points to the creation of client communities as the route with the most potential to earn our present and future clients’ engagement.
When brands create communities revolving around a specific theme, they can take advantage of the content flow generated by users for their benefit; for example, by asking users for business ideas or ways to improve their offer.
There are many other advantages to what are known as client communities, such as:
Obtaining relevant information through the content clients generate and their surfing habits.
Gaining first-hand knowledge of their concerns, preferences and demands.
Having an exclusive and distinctive channel for a first contact with potential consumers.
Using said channel as a ‘glue’ between clients, the product and its marketing.
Accompanying clients on their customer journey and obtaining their ideas for improvements in all their points of contact with the brand.
Committing to a brand image that is innovative, transparent, and open to clients.
Having brands and consumers get to know one another better is a winning bet. Forrester highlights how companies who are committed to this type of client community encourage their engagement with the brand, because by sharing and communicating information and ideas, they become better acquainted and connected.
Just like in the analogue world, mutual knowledge is the basis of trust at the beginning of a fruitful and lasting relationship.
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