2. Objective
What
Why
How
Examples
Community defined
Types of community
Communities Importance to Customers
Communities Importance to Business
Planning
Launching
Seeding
Measurement
Who Members behavior
Members contribution
Gifgaff
Tripadvisor
Sony
Starbucks
3. Community Defined
Community brings individuals together around a
common purpose, interest, or goal
Online Community
Network of people who communicate with one
another through interactive tools such as e-mail,
discussion boards and chat systems
Types of community
B2B E2E B2C C2C
4. Members Defined
The Lurker
Visitor
The Regular
The Leader
The Elder
Key reasons to join community
1) Interest www.tripadvisor.in
/ForumHome
2) Action www.care2.com
3) Place nextdoor.com
4) Practice doc2doc.bmj.com
5) Circumstance community.breastc
ancer.org
5. Key Reasons Why Communities Important For Customers
24%
26%
33%
36%
38%
Lithium Customer Survey : Why users visit a community
Researching brands, products
or services before purchasing
To hear more about
promotions, sales and new
products
Seeking customer care support
or help
Came across while exploring
brand online
To buy other products and
services related to brand
6. Key Reasons Why Communities Important For Business
6
Company’s online community empowers
users making them as part of brands
team. Users proactively resolve queries of
others
Brand advocacy
24x7 Focus Group
Engaging
Social media
campaigns
Online community is full of people that
use product everyday, reviews and ratings
suggestions does the work of market
research /focus groups
As these are mostly user generated
content , this helps in identifying
keywords and topic trending to help
generate other social channel content
Foster a strong connection between brand
& consumer through gamification,
contests, rewarding participants, influence
positive behavior and drive adoption &
learning
Insights derived from community work as
great input while planning social media
campaigns ex- audience , demographic
Competitive
Differentiator
Social listening
Cost Saving
Social care
Website Traffic
Innovation
Opportunity to create and personalize
company brand experience and create
differentiation
To understand customer pain points,
sentiment analysis , trends, crisis
management, monitoring conversation
Company saves cost on deflecting
customer queries and responding in less
time
User generated content, constant update
of FAQ, reviews and ratings etc help in
search engine ranking leading to high
website traffic
Online community gives you an endless
supply of ideas on how to innovate and
reinvent your product.
Content Strategy
7. How to initiate & manage a community
Planning the community
Launching the community
Encouraging engagement
Measuring success
4 step process Planning the community
Setting Objective
Audience Analysis
Sector Analysis
Technology identified
Rewarding Strategy
Internal analysis
Response Strategy
8. How to initiate & manage a community
Planning the community
Launching the community
Encouraging engagement
Measuring success
4 step process
Seeding community
Content calendar/
posting
Launching the community
Guidelines Layout
Building Knowledge
base
9. How to initiate & manage a community
Planning the community
Encouraging engagement
Measuring success
4 step process
Compelling Content
Easy to find
Positioning Part of Customer ServiceLaunching the community
Encouraging engagement
Hiring new members
Offer exclusive content
Reward Customers for Contributions
Crowd Source Ideas
10. How to initiate & manage a community
Planning the community
Encouraging engagement
Measuring success
4 step process
Engagement metrics
Launching the community
Measuring success
Response metrics
Cost saving metrics
Other Derived Insights