Building Social Community and Increasing Loyalty


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Building Social Community and Increasing Loyalty

  1. 1. Chapter 2. Building Social Community and Increasing Loyalty Brand loyalty was once defined as simply gaining a consumer’s consistent purchase behavior. In today’s increasingly connected social world, we have broadened our view of brand loyalty to include the various social signals made by consumers that indicate brand preference to their own social networks. To foster loyalty, brands must build a sense of community that increases awareness, satisfies consumer needs, and creates deeper connections among members of their social network. 1.1 Glossary of Terms Brand Loyalty- The willingness and frequency of desire of a social customer to engage with and on behalf of your brand Community- Bodies of people joined together by a common interest Network Size- The number of Fans, Connections, or Subscribers a company has across all social accounts on the specific social networks they utilize. Reach- The potential number of social impressions a company makes both with its direct connections and their social networks as the result of likes, comments, shares, and retweets. 1.2 Communications Trends People are tired of being talked at and increasingly tuning out messages delivered via traditional marketing channels. However, they are opting in to communicating with brands via social channels. In doing so, they are self identifying as your target audience. There are over 217 million registered members of the National Do Not Call List. @ 44% of American homes own DVRs, allowing them to fast forward through commercials. Americans open less than 1 in 5 marketing emails. Brands have an average Network Size of 1.8 Million connections. Chapter 2 | Building Social Community and Increasing Loyalty Spredfast Social Marketing 1
  2. 2. Chapter 2. Building Social Community and Increasing Loyalty 2.3 Social Ecosystem Mutualism You may recall the concept of mutualism from your high school biology class. It is when two organisms interact and both benefit. In social media, if you deliver valuable, exciting, or moving content to your social customer, they will engage (like, comment, click, or share.) As a result, your content will be exposed to their connections, expanding your reach and potentially growing your community. 2.4 Three Tiers of Community Interaction A brand’s community is comprised of Customers, Prospects, Employees, and Industry Peers and Partners. Different outreach strategies allow you to connect with these community subsets on multiple levels. “We build relationships with brands the same way we build relationships with people. We build relationships with others through many, lightweight interactions over time” - Paul Adams, Global Head of Brand Design, Facebook 1. Cast a broader net using promoted content Brand Awareness 2. Share company developments via social channels Thought Leadership 1. Deliver on expected value 2. Share industry developments, news, and views 3. Develop richer content for distribution 1. Connect employees & customers to deepen relationship Community Building 2. Invite (and incentivize) participation. 3. Let your community know you want to hear from them. 2.4 Review Questions a. Why do individuals opt-in to connect with your brand? Discuss the needs and desires of your social customer and assess your ability to satisfy them. b. Develop a list of relevant hashtags that you can promote content against on Twitter. Develop target audience(s) for your content on facebook based on location, age, interests, and education. c. How do you identify and nurture your most engaged advocates? 2 Spredfast Social Marketing Chapter 2 | Building Social Community and Increasing Loyalty