Online communities are growing in popularity. From brand communities to customer support, we are increasingly moving away from broad, social networks, and seeking smaller, niche spaces to connect. In 2019, 76% of internet users visited an online community of some kind, a number which is increasing year after year.
Digital communities provide a platform offering a range of services to users. It has been argued that they can fulfill Maslow’s hierarchy of needs and that they allow for social interaction across the world between people of different cultures who might not otherwise have met with offline meetings also becoming more common. Another key use of web communities is the access to, and the exchange of , valuable information.
With communities for even very small niches, it is possible to find people who also share an interest in a topic and to seek and share information on a subject whereas there might not be such like-minded people available in the immediate area offline. This has led to a number of popular websites based on areas such as health, employment, finance, and education. These online communities can also be vital for companies for marketing and outreach.
Co-innovation
The days when companies could plan their sales and marketing in secret secret in an ivory tower, launch the product and later adjust based on feedback, are over. Ever-faster innovation cycles and a more dynamic competitive landscape require bringing your audiences in earlier, and online communities can help them do just that.
Generate clear ROI
Online communities offer monetization opportunities, including advertising, sponsorships, and subscriptions. This means brands can monetize their existing expertise to create new revenue streams. Online communities can also offer additional ROI that more traditional marketing channels can’t. An example of this is the events industry, as online communities tend to extend the lifetime of an event into a year-round engagement opportunity.
These communities can also provide sponsor ROI. Sponsors can be given their own space or content hub within a community, providing them with a space to deliver their expertise, and engage the audience via video, webinars, and even face-to-face meetings.
Customer success
A community creates an environment that ensures customers are successful because these community users help each other. Lines blur within and between organizations when people come together based on what they need to get done. Here, knowledge and networking trumps job titles and position.
Leverage the power of peer-to-peer and peer-to-expert
Customers today use the internet to connect, communicate, share their thoughts and ideas, and ultimately influence each other. So, it is hardly surprising that referrals are playing a larger and more critical role in the buying cycle. Referrals suggest a high level of trust in a brand, with 78% of marketers saying they generate good or excellent leads. Prospects are more likely to buy if they are referred by a friend. Online communities harness the power of referrals–they put customers front and center, and bring them together with prospective customers, who endorse and advocate on a brand’s behalf.
Online communities also allow brands to leverage the power of peer-to-peer networking. In well-maintained communities, this grows over time as members begin to interact more and share their thoughts with one another, taking pressure off the community manager to keep conversations going, and moving the community towards self-sufficiency.
