How to foster brand loyalty through online communities
Be Open and Honest
Engage with members through genuine interactions. Do not use communities to intrusively sell to them. Communities are a space built on trust and personal relationships, respect that and ultimately members will become the best advertising dollars you can spend because peers listen and trust one another more than a salesperson.
Host and participate in communities
In the world of online communities, I like to say hosting the party is the best way to establish relationships with customers. By providing members a place to gather, discuss, rant, brag, or just people watch, organisations are able to benefit from a greater lifetime customer value, amplified marketing campaigns and sincere word of mouth marketing. But don’t just sit back and mingle during the party, get out there and host it! Listen to members, respond quickly and sincerely to their questions and criticisms, acknowledge members insights publicly to create excitement, and watch as your online community creates the most loyal customers an organisation could ever ask for.
Online communities are beginning to pervade the marketplace
There is no escaping it since customers will create their own, if you don’t. And there is also business value in it. Creating a community promotes dialogue with customers and becomes an opportunity filled space to build a loyal following, which yields significant benefits. But be prepared to let the community evolve through a combination of organic and structured growth. Finally, remain dedicated to continuous improvement to maximise community success.
John Kembel is Vice President of Social Solutions, RightNow.
Online communities are great for companies especially if done right. It can give customers a way to feel a human connection with a company that may otherwise have no human face. It definitely takes some effort though to make it work.