By: Carlos Giribay
Marketing is a powerful tool for connecting with people who share interests, values and needs today. One of the most effective ways to do this is by creating digital communities, that is, groups of users who interact with each other through online platforms such as social networks, forums, blogs, podcasts, etc.
These offer several benefits for both content creators and consumers. On the one hand, brands can generate trust, loyalty and engagement with their customers, as well as obtain feedback, insights and valuable data to improve their products and services. On the other hand, consumers can find solutions, information and entertainment, as well as express their opinions, experiences and emotions.
But creating a digital community is no easy task. It requires a well-defined and executed marketing strategy that takes into account the following arguments based on what you want the community to see from you or your brand:
- Definition of the objective and target audience of the community. What do we want to achieve with the community? Who do we want to address? What needs, problems or interests do our potential members have?
- Choosing the right platform for the community. Where are our users located? What type of content do they consume? What level of interaction do you expect? We can choose to create our own platform or use an existing platform, such as Facebook, Twitter, Instagram, LinkedIn, etc.
- Creation of content with value for the community. What can we offer our users that will bring them value? What type of content interests, informs, educates or entertains them? How often and in what format will we publish it? Content should be relevant, original and of quality, and should generate conversation and participation.
- Direct community moderation. How are we going to manage interactions between users? What standards and criteria will we establish? How are we going to resolve conflicts or doubts that arise? It is important to maintain a cordial and respectful tone, encourage dialogue and feedback, recognize users’ contributions and reward their loyalty.
- Measurement and analysis of community results. How are we going to evaluate the success of the community? What indicators will we use? What tools will we use? It is essential to measure the performance of the community in terms of reach, engagement, satisfaction, retention and conversion, and use the data to optimize the strategy.
Creating a digital community is a process that requires time, effort and creativity. But if we do it right, we can reap great benefits for our brand and for our target customer who is looking to connect with us. This is where loyalty comes in
The audience is a key factor for the success of any digital community. A loyal community is one that actively participates, shares content, recommends the brand and builds trust. But how can you improve audience loyalty within a digital community?
You must know who your members are, what they are interested in, what they need and what they expect from you. You can use tools such as surveys, data analysis, interviews or focus groups to obtain this information. This way you will be able to offer them relevant, personalized and valuable content; which will lead us to have a unique value proposition. Your community must have a clear and differentiating purpose that attracts and retains your audience by communicating what the benefit of belonging to your community is, what makes you different from other options and what you can offer them that no one else can. Your value proposition must be consistent with your brand identity and your audience.
Many times this becomes a marketing staple in terms of direct communication, but by creating interaction and feedback, the loyal community will pronounce itself as an active community.
To maintain the interest and participation of your audience, you must generate spaces for dialogue, collaboration and feedback. You can use social networks, forums, blogs, webinars, podcasts or events to create conversations with your community. You should also respond to their comments, questions and suggestions, and show them that you value their opinion.
When you begin to perceive the existence of a culture in the community finally, keep in mind that, in order to improve your audience’s loyalty within a digital community, you must create a community culture that reflect your values, principles and objectives connected to them. You must convey a shared vision, an inspiring mission and values aligned with those of your audience. You must foster a sense of belonging, trust and commitment among your members. And you should celebrate the achievements, learnings and experiences you have with your community.
As an example focused on our region in terms of digital communities; in Latin America they are a social and cultural phenomenon that has gained relevance in recent years. These communities are characterized by their diversity, creativity, collaboration and participation in the construction of content that talks about their internal problems and how each country tackles these challenges socially.
According to a report by the Economic Commission for Latin America and the Caribbean (ECLAC), the number of internet users in Latin America increased from 384 million in 2015 to 465 million in 2019, representing 66% of the total population. The number of mobile broadband subscriptions increased from 226 million to 397 million during the same period, implying a penetration rate of 60%. These data show the potential of digital communities to generate social, economic and cultural impact in Latin America.
Connecting this with a study by the consulting firm Comscore, the most popular social networks in Latin America in 2020 were Facebook, YouTube, WhatsApp and Instagram, with an average reach of 97%, 94%, 93% and 83% respectively. These platforms are used by digital communities to communicate, share content, express opinions and create links. Other emerging platforms include TikTok, Telegram and Clubhouse, which have gained users in recent months by offering innovative and attractive formats.
In conclusion, digital communities are a social phenomenon that has gained relevance in recent years, especially due to the COVID-19 pandemic that limited face-to-face interactions. These communities today offer benefits such as access to information, the creation of support networks, the expression of identity and citizen participation. However, they also involve challenges such as the digital divide, misinformation, polarization and online violence. It is therefore important that users of digital communities are aware of their rights and responsibilities, as well as the opportunities and risks involved in participating in these virtual spaces full of potential creators of ideas.
By: Carlos Giribay