How Branded Customer Communities Can Drive More Revenue From Social Than Facebook Ads
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Branded customer communities offer a deeper, more trusted way for consumers to engage with companies than traditional social networks like Facebook. These communities foster interaction, allowing customers to access relevant information quickly, often preferring peer-to-peer support over company-led initiatives. To be effective, they should integrate seamlessly with company websites, link to social networks, and be proactively managed to enhance user experience.
How Branded Customer Communities Can Drive More Revenue From Social Than Facebook Ads
- 1. HOW BRANDED CUSTOMER COMMUNITIES CAN DRIVE MORE REVENUE FROM SOCIAL 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 seek 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 CONSUMERS GO TO MAKE SOCIAL CONNECTIONS . . . What social networks are primarily used for 70.2% 45.4% 23.2% 21.2% 1 53 SOCIAL NETWORKING HOBBY/INTEREST EDUCATION/TRAINING SPORTS/ENTERTAINMENT 17.2% 16.8% 12.8% WORK PERSONAL CAUSES COMPANY/BRAND/PRODUCT BUT THEY PREFER TO BUILD RELATIONSHIPS WITH BRANDS IN CUSTOMER COMMUNITIES ON COMPANY What consumers do to learn more about a product or service WEBSITES 81.1% Because branded customer communities are owned and 19.9% 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 their experiences and proactively—and easily—seek answers to LOOK AT A LOOK AT ITS FACEBOOK PAGE their questions. COMPANY'S WEBSITE 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.” —Dale Sakai, partner, The Incyte Group 32.1% 21.3% 18% INFORMATION GETTING INFORMATION GETTING ANSWERS FROM GETTING THE MOST MORE QUICKLY CONSUMERS “LIKE ME” ACCURATE INFORMATION SPREADING THE WORD WITHOUT THE LURE OF A CARROT STICK There are more consumers willing to be free advocates for the products and services of the companies whose branded communities they join than those who will 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% 40.5% 17.4% FREELY ADVOCATE ADVOCATE, BUT WITH WOULD NOT ADVOCATE INCENTIVES HOW TO CREATE A BRANDED CUSTOMER COMMUNITY THAT WORKS ACCORDING TO INCYTE GROUP RESEARCH, CUSTOMERS PREFER THAT THEIR BRANDED COMMUNITIES: 1 TIGHTLY INTEGRATE WITH COMPANY’S WEBSITE. 2 LINK WITH SOCIAL NETWORKS. 3 HAVE THE COMMUNITY MANAGED PROACTIVELY BY COMPANIES. HERE’S HOW TO SATISFY THOSE CUSTOMER NEEDS WHEN IT COMES TO BRANDED COMMUNITIES: 1 2 3 4 5 SEARCH ENTER Integrate your community Make everything easily Create several entry points Provide self-serve or Turn loyal customers into with open social networks. searchable. Categorize the to the community peer-guided service and brand evangelists by By creating strong ties to content so users can throughout the website, support. listening to their needs, sites such as Facebook, quickly and efficiently from the product page to giving them a better- Twitter, and Pinterest, browse for what they need. the help page. quality product or service people can share the than they ask for, and content more easily with creating a forum for them their friends and colleagues. to tell their peers about their good experience.