I have been reading a ton of interesting articles about how fast the world is changing and how companies should adapt. One of the most interesting was “Adapting Customer Experience in the time of Coronavirus” by McKinsey &Co. In it, they give 4 actions that brands should take to prepare for the world that is coming. Three of them really stood out to me as opportunities for communities to play a bigger role in the future:
Communities are naturally good at delivering care and concern, and they are probably the most agile resource a company can have, but they can sometimes be hidden from where most customers can find them. Most customers ARE active on some social networks though, so it is a perfect time for brands to think about how they can connect with this broader audience. With this in mind, we wrote a quick guide to be more agile and meet customers where they are by using social listening in tandem with their community.
First, there are many ways to combine a social listening platform like Intelligence and Community to achieve higher engagement. In general, they follow this outline. We will provide a couple of examples in a moment:
Understand what is current and relevant to your audience by using Intelligence to discover the trending social conversations people are having today. This is where you use the Intelligence product - will show you examples below.
Foster engagement on your community by creating content or discussions around the relevant topics discovered.
Publish your community content back to your social media audiences in the same areas you researched earlier to increase community engagement. For this it would be ideal to use the Khoros Marketing Experiences product, but regular social posting can work as well.
You may already have a community of active experts, but do you have all the key players in your space? In a time of crisis, and in the future, key conversations on topics you care about could be happening anywhere.
In order to join in an authentic way, you should first know who is saying what. For this example, we looked at financial services.
a. Twitter Search > Use preferred terms (ex. “Shelter in place”) and search for the word “Community” in their twitter Bio.
Leverage Share of Voice to identify topics influencers are interested in learning more about
Most active influencers
b. Next, search within those results for your brand name or specific mentions/topics
2. Engage Influencers: Enlist influencers to assist in launching a dedicated group focused or a specific Event in the community.
Blogs are great tools for sharing ideas, thought leadership, use cases, and best practices, but nobody gets value from them if nobody can find them.
3. Use social reception to inform future Blog posts: Based on the sentiment/reception you are seeing on your blog, you can use that information to inform future blog content. You can also leverage tips from above to build a network of social influencers who follow and share your blog content, scan their profile or posts for data that could further enhance your future blogs.
Hopefully, you can see how useful it is to combine Khoros Intelligence with your community. Connecting your dedicated brand community with the broader online social networks is a great way not only to engage new people but to expand the ways that you can inform and help a bigger part of the world.
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