For quite some time, we (Bangwin Consulting) has been pushing forward basic community management concept known as Digital Community Management.
We have also raised the attention with the rise of digitalisation in Indonesia and also disruption economy uplifts a new way of business. We discovered a gap between the understanding of social media management, digital marketing and monetisation.
So why it is so important? What are the real impact from managing your community ? Are there any real example case from famous brands and companies?
Why community management is important to manage your online platform ?
This is why.
Through this post I will share some brands, companies or organisation that has gain benefits since taking care of their community.
Disney gathered millions of subscribers even before launch. The company’s own internal forecasts predicted that it will gain 20 to 30 million subscribers by 2024.
A proof how strong a community group of people who believes and loves Disney. Family and fans all around the world has grown to love that magical experience that comes from the stories built in to Disney Parks, Experiences and Products and The Walt Disney Company’s powerful brands and franchises—including Disney, Pixar, Marvel, Star Wars, ESPN, 20th Century Fox, and National Geographic.
Each brands with their channels, by its own, has been consistent being who they are and sharing what they are. But most importantly, Disney understood the importance of managing expectations of viewers and supporters of the brand. Engaging with them non-stop from every channels, feeding them what they want, answering and listening to their needs. Being a part of them as they become a part of Disney.
Now what we know about building relationships that each sides who eventually grown to know and understand each other is definitely not a quick instance. This involves right from the start from building the brand, giving solutions within the experience process including sales and customer service. And remember these efforts must be done online as well as offline.
- Bukalapak e-commerce
Bukalapak is a market place. Social Market Place. Bukalapak does not sell things and the performance will be determined by the good experience between buyers and sellers. The business model is to bridge between buyers and sellers at Bukalapak.
Through my interview with Muhammad Fikri, Bukalapak’s former Head of Community management, his words,
“Community Management is an approach. Being at the same level of understanding like being a friend, humanise a brand or a company.
Through a community approach, we can share suggestions and inputs towards both sides. As friends we can share attention to the users and feedbacks to the company. As long as there are no transactional trade involve in the process and just influencing for the betterment of process and in then we could divert the solution to Customer Service for instance.”
“The success factor determine on Community Management would be in overcoming problems and challenges of the company’s face. A militant means “die hard” supporter for the company that open heartedly, without any hesitation or pay and any condition willing to help for the needs of the company. Evangelists. That could be one level indicator success rate on community management.” he added.
3. Taylor Swift
My honest point of view, Taylor Swift is the Master of community management. She knows how to manage her community, those audience, fans base, buyers of her music or any products, the supporters, or just simple followers that enthusiastically are very much interested in what she does. She truly born into the leader of her community as she makes people belong together, becoming friends and then best friends.
Taylor listens to her community needs, and from time to time, without any hesitation would directly communicate or act on a personal level especially for the loyal fans. Feeding them exactly what they need. And indeed the perfect exemplar on how to connect activities online and offline.
Here’s some example I’ve gathered.
- Taylor hand selected fans to invite to secret album listening sessions. Look at the video to understand what I mean.
- Taylor actively interacting with fans online. With an online following of 85.1 million Twitter followers and 123 million Instagram followers, this is a huge in personal interactions. Swift is known for creeping on her fans’ Tumblr, Instagram, and Twitter accounts. In fact, she has done it for so long that she has a personalized term for it: “taylurking”. She ‘likes’ and interacts with posts and will even save her favorite fan photos to her phone. She gets to know her fans on a more personal level through their social media profiles, and she goes out of her way to meet those fans in person. Read more from medium.com article here.
Sightings of Swift’s official account joining livestreams and posting comments like, “Hiiiiiiiii” and “You’re the cutest!!!!!” BuzzFeed collected screenshots, and there’s more captured on message boards and fan Twitter accounts. (If you’re talking to Taylor Swift online, you can also expect to see your username published on BuzzFeed.) . For those who understand what the real meaning of being a part of community would really feel appreciated. These are samples of engagement activities dear friends.
- And as result to sales or we say business, Reputation stormed the beaches to the tune of a record-breaking 400,000 pre-orders. (source) In the first week, the album sold 1.22 million copies and is the best-selling album of 2017. Read more on medium.com titled, Lessons from Taylor Swift marketing machine, here.
Another example that I think would also be interesting, is Air BnB.
When you look at Air BnB, you would immediately say, sharing economy. But to whom ?AirBnB brings 2 niche different kinds of people together. 2 different community. The owner and the ones who need to use.
So before I end this post, a question to you my friendly readers.
Would Air BnB become successful without a community approach on managing their customers and consumers ?
Now I cannot say that having community management will be the answer for all your problems. But I hope the above examples would open your mind a little bit. Especially when answering the big WHY.
WHAT is digital community management ?