Creating relationships between brands and customers has become an important aspect of marketing nowadays. It is undeniable that brand communities are a big part in improving new products or services in companies. Moreover, it will lead to innovation in and of the company itself in the future.
With digital technology moving at the speed of light, brands have one common goal; being innovative and now, in order to challenge their competition. But innovation needs to be fostered internally. It can’t be faked. It needs to be part of a company’s culture, almost like standard operating procedure. That’s the challenge.
Companies are getting smarter, they are creating brands communities which essentially is the creation of a participatory experience for the customer. Instead of projecting the need for your product/service and value-driven content onto the customer and perpetuating the ‘us-them’ relationship, you’re dissolving boundaries and forming a ‘we’ experience – a community. You’re opening the door, welcoming them in for coffee, inviting feedback and providing a space for interaction with like-minded individuals.
With interactive communities, brands have the opportunity to truly listen to the customer. They can use what they learn to help develop the next focused marketing strategy, or even the next product! In an age where marketing is becoming increasingly customer-centric, online communities are merely the evolution of the standard online business website, with blog content, landing pages, and ecommerce.
Here are inspiring examples of online brand communities that have become thriving interactive environments in the digital world.
LEGO
User communities play a great role in creating new product ideas and innovations. What could be more enticing to a Lego enthusiast than having their design idea on the shelves – and being awarded a percentage of the product sales? With Lego Ideas, anyone who loves Lego, from age 5 to 95, can check out proposals, vote on their favourites, leave feedback, and even submit their own ideas! The most popular ones go to market.
This online community doesn’t just offer up fantastic market data for the brand, it also helps to keep people interested with ongoing contests.
SEPHORA BEAUTY TALK AND BEAUTY BOARD
Sephora does an amazing job of making customers feel connected with their online community, Beauty Talk – a massive, well-organized forum where users can ask questions, share ideas, and have their beauty quagmires solved by other enthusiasts. Their Beauty Board offers other ways of engagement as well. Users upload pictures of themselves wearing Sephora products. The photos then link to the product page of all the items used.
The customers become instant brand ambassadors, inspiring others to use the products. Meanwhile, Sephora never have to lift a finger, all they do is create the platform for customers to share.
Online brand communities drive sales and engagement, PERIOD. It motivates customers to follow a brand. Building an interactive community takes a lot of upfront effort, but once it is in place, as you can see from given examples, it offers a gold mine of opportunities for marketing teams.
Shake it up
Shake it up 