5 things brands can do to engage online communities

5 things brands can do TO ENGAGE ONLINE COMMUNITIES

3414 AVENUE DU PARC, SUITE 202 | MONTRÉAL, QC, CANADA, H2X 2H5 | 514.664.5722 | [email protected]

“Help them be better, smarter, stronger, funnier, more aware.” - Kathy Sierra, gapingvoid.com “Your Costumer Wont Take a Bullet for You.”

If you want to create a solidly engaged community…

5 things brands can do TO ENGAGE ONLINE COMMUNITIES 3414 AVENUE DU PARC, SUITE 202 | MONTRÉAL, QC, CANADA, H2X 2H5 | 514.664.5722 | [email protected]

1.  Coupons/discounts (65%) 2.  Better customer service (42%) 3.  Games/entertainment (28%) 4.  Company news (22%)

- Matt Carmichael, AdAge.com, Feb. 2011 “What Consumers Want From Brands Online” – AdAge/Ipsos poll

What do consumers want most from brands online?


REWARD

INCLUDE

SHARE

EDUCATE


ACKNOWLEDGE

- Take advantage of available data and learn from it

- Identify community needs

- Identify your ambassadors

- What are their interests?

-  Provide customer service

-  Target local promotions and stories

-  Create exclusive Groups for employees

-  Listen actively & participate in conversations

-  Reply

-  Personally thank your active members for their participation

- Follow up!

ACKNOWLEDGE


Basically,

network.


ACKNOWLEDGE

Great examples of

paying attention.

Always ask “What’s in it for them?”

REWARD

- Giveaways - Sweepstakes/Contests - Sampling - Special Events - Exclusive products - Exclusive promotions - Ambassador (loyal influencer) incentives - Online & offline pop up shops - Gaming


Remember, 65% still want “coupons & discounts”.


REWARD

It doesn’t always have to be

big buck prizes.


REWARD

Though big buck prizes

tend to grab

more attention.

INCLUDE

- Crowdsource - Welcome content uploading and sharing - Special invitations to private events - Polls - Forums - Behind the scenes content - “First edition” brand updates - “Intern for a day” - Ask for their opinion


Make them feel like they’re

part of your team.


Click to see a video of how in-store tactics drove online & Facebook participation!

INCLUDE

Welcome them into

your world.

SHARE

-  Curated content (related to brand interests and mission) - Common Interest blog posts (not related to brand messages) - Music - Photos - Videos - (Sometimes even banal human thoughts)


Show them who

you are beyond the

brand.


SHARE

Reinforcing

your values.

EDUCATE

- E-learning support - Brand/product history - How-to videos - Product knowledge - Employee education groups - Representative education groups


Give them the tools to

aspire to greatness.


EDUCATE

Click to see how-to videos developed for Redken 5th Ave!

Facilitate

knowledge.

5 things brands can do to engage online communities

Technology