Why am I building a community

[mouakter14]

The first question that needs to be answered is: why am I doing this?

If you are thinking of starting a community, you need to be clear about the goal you want to achieve. For example, increasing sales, audience engagement, making yourself known, collecting feedback from the audience, etc.

Once you’ve found the underlying motivation that drives you to create one, you can begin to shape your community more consciously.


Who is my target audience?
This is where our faithful ally comes in once again: CRM.

Data is essential to be able to identify the target you want your community to address. Without adequate audience profiling , that is, without knowing the demographic, behavioral and psychographic data of your target customer, you will not be able to make your community effective.

In fact, in order to create interesting and engaging content you will need to understand who will be the ultimate beneficiary of what you are going to create.

Once you have established the target, you can identify the most appropriate touchpoints and the Tone of Voice most in line with your target audience. For example, in the case of a particularly young target, you could have a social platform and a fresh and informal TOV as a touchpoint .


Who will manage the community?
Once the objectives, target audience and type of content to be conveyed have been established, it is necessary to create the actual hierarchical framework of the community.

In this phase you will have to identify the roles within the community: establish a Community Manager, an analyst, who will take care of the management and data collection part, one or more Content Creators who will keep the PED updated and so on.

Imagine the community as a sort of assembly line in which each role is essential to guarantee the public valuable content and to be able to make the most of the data obtained.

Where do I want to build the community?
Finding the right touchpoint is essential for the community to be chinese thailand phone number list effective. For example, you might choose to leverage social networks, but they only offer access to a limited amount of data.

A valid alternative is represented by the creation of protected proprietary environments, also called walled gardens , such as apps and websites that require user registration, within which your audience can consensually share various information to be collected transparently and used to create a personalized and valuable path.

What are the KPIs to keep in mind?
Once the community has been created, it is necessary to establish which KPIs to monitor to understand the progress of the community.

For example, if your goal is to increase brand awareness, one of the KPIs to monitor will be the number of new members in the community.

Another KPI that is essential to monitor is engagement: how active is the community? Are users interested in the proposed topics? How many interactions do the contents have?
A community with high engagement is a gold mine! The most active communities, in fact, represent a pool of important information that can be useful for defining future strategies. Within them, you can collect direct feedback from consumers through surveys and questions; you can monitor sentiment towards the brand through a content audit; you can test new products before launching them on the market by having selected users try them. The information collected, once reworked and analyzed, will be essential to better calibrate future marketing and product strategies.