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Occasional Contributor Senada
Occasional Contributor

trends 2017 & community building

Hello

 

I will soon have a speech at a marketing conference about community building.

 

I was wondering what is from your point of view important to mention? What is key when we talk about community building?

 

Also: do you have any forecasts about community trends in 2017?

 

I'm looking forward to your ideas!

 

Best,

Sena

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Valued Contributor
Valued Contributor

Re: trends 2017 & community building

I'll let you elaborate on these points but hopefully they inspire some thought...

 

Humanisation

Consistency

Transparency (within reason)

Recognition

Pete @ Bankwest
http://forum.bankwest.com.au/
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Occasional Contributor Senada
Occasional Contributor

Re: trends 2017 & community building

Hi @PeteW

 

Thank you very much - yes, it's inspiring, especially "humanisation"

 

What I found in addition to your points:

 

  • Mobile.. since a lot of brand communities are still mostly used on desktop
  • real-time / online = offline
  • demography: more customers will use social channels for support
  • UX & personalization
  • Innovation must happen rapidly & proactive
  • Big data & analytics

 

Have a great day!

Senada

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Valued Contributor
Valued Contributor

Re: trends 2017 & community building

Glad I could help. Sorry it was short - super under the pump at the moment.

 

Humanisation is key across all digital channels. People trust people (humans), they don't trust brands. Showing personality is key in building trust and trust is the first step toward advocacy. So if you miss the mark on humanisation, you're missing a huge opportunity.

 

Mobile is a key point. 46% of our members access the Bankwest Forum on mobile. But when we look at our other channels, like online banking - more of our customers access the mobile app than they do the desktop version. Our new website is being designed mobile-first.

 

I'm sure you're thinking along the same lines but your 3rd point is really a case of user numbers and familiarity. I believe, and from talking direct with our customers that use our social channels and Bankwest Forum, they generally prefer the Forum (community) experience. What limits its potential is the fact no Lithium community has over 1 billion monthly active users.

Pete @ Bankwest
http://forum.bankwest.com.au/
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geoffreycelen
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Re: trends 2017 & community building

PeteW...... You gave the nice answer.

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