For community managers, data and analytics are critical at every stage of community building. They must leverage the data gathered…
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Your guide to doing inclusive marketing – the right way!
And yet despite all the strategic planning most firms to progress or grow sales, marketing, and operations, they forgo including their digital footprint. The trend that we are seeing especially with mid to large sized organizations is that… social business activities at some firms aren’t aligned … With anything! For those firms, “doing” is all that counts. And a digital muddle is the result. Defining the audience, matching social business methods and messaging to the audience, creating compelling content for engagement and measuring success — all of these are part of the doing. But if these efforts do not advance the firm’s strategic goals? Wasted time, effort and investment are the only real outcomes.
The customer journey has long been an integral part of the online community experience. Many – dare I say most? – online communities make “the journey” a key part of their mission, aiding the customer before, during and after the point of purchase or other key decision. Communities are dedicated to helping customers and other stakeholders understand, explore, question and learn about products and services. T
Want to build an online community? When you understand the power of the online community, you’re bound to answer in the affirmative.
Social customer care is more than just basic customer service. It means creating ongoing, detailed and sustained conversations with customers, prospects and even those who are “just looking.” Through online communities and other forms of social interaction, there are more opportunities to foster sustained dialogue, ask “tough” questions and follow up on issues raised. Instead of relying on verbal communications that dissipate as soon as the words are spoken, there is a written record of questions, responses, opinions and comments. The challenge is turning this detailed anecdotal information into data, and then using that data to improve results for both the customer and the business.
When you’re searching high and low for the next big thing, or scanning the edge for the next new thing,…
Recently, I blogged about measuring engagement in online communities. The post and accompanying framework were focused on measuring engagement within…