Communities are traditionally defined by geography. No matter who they are or what they do, people have traditionally been limited to where they are, forming communities with the people they find around them, and not with people of like mind or value. The information age is changing this, and bringing a new dimension into the formation of communities that previously never existed. Instead of being limited by geography, the Internet is allowing for a new form of community to emerge based on personal interest, value, and passion.
Online communities are powerful because they are made up of people who have more in common than just location. On top of that, they are not exclusive; while members of location-based communities tend to be limited to that one single community, people can be members of multiple communities online, defined by any number of interests or passions they so choose.
Consumer communities are one such example. Online consumers form a very unique type of digital community based on interests in similar products or services. These communities manifest themselves in the form of online reviews, forums, and blogs. Most importantly, they are a source of trusted advice and recommendation from a trusted source: other consumers. Whether they are shopping for a new digital camera or an intercontinental flight, more and more consumers are turning to the web to base their decisions on the experience and expertise of others.
Some of these communities have become so influential, in fact, that they are now considered leaders and experts in their respective field. TripAdvisor, for example, was started as an online community that offers peer-to-peer advice and suggestions on hotels, airlines, and restaurants. Today, a TripAdvisor rating has become an official sign of quality, and is so influential that companies proudly display their score on store windows and websites to win the trust of consumers passing by.
With this in mind, it is crucial that your brand becomes a part of the conversation. Consumers are actively searching for authorities online to answer their questions and provide guidance on how to buy, and sometimes base entire decision on what others have to say. A staggering 63% of consumers search online for others with similar problems when they need help – but only 19% of brands think that’s the case. Ignoring this and keeping quiet is a sure way to see your business kept out of the discussion.
Online communities are also a great source of information that can provide important insight to your company’s positioning within its industry. By looking into the communities formed by their target audience online, companies can gain an understanding of how they are being viewed and discussed, and can engage accordingly. Being proactive and seeking out your audience is an opportunity to get ahead of the game and find out what is being said instead of waiting for complaints or reviews to come to you, at which point it’s often too late to solve anything.
A good way to join the conversation is through social media. More and more, a person’s authority is determined by their influence on social media, and this has not gone amiss to consumers. Customers who engage with companies over social media are more loyal and spend 20% to 40% more with those companies than other customers.
When a large number of people trust someone as an authority, there is more reason to put your trust in them as well. With peer recommendations holding such high value over advertising, all you need is to gain the trust of one and a snowball effect will ensue. Whenever we see a change in customer behaviour, a small window of opportunity for companies to become leader and outperform their peers will raise. Positioning yourself or your company as a transparent leader on social media will help to gain leverage in the conversations surrounding your industry, pertaining to both your own products and those of your competitors, while raising your brand awareness, brand recognition, level of customer service and loyalty back to your brand.
Online communities are facilitating conversation between consumers on a daily basis and providing a reliable source of information for potential buyers, introducing your brand into the mix will help bridge the gap between buyers and sellers, making your company a driver of communication and a ‘true to the customer’ advisor.
Communities are redefining the way a company communicate to consumers. Putting your head in the sand and not acknowledging them won’t serve your brand in the long term. However, embracing communities and including them in your social strategy will raise your brand’s influence across borders by taking the right steps and joining the digital discussion.
By Katy Keim, CMO of Lithium.
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