Community Engagement Strategy

A successful online community is usually defined as the place where individual members come together to connect and start conversations with brands and group members. If you’re a community manager, you’d already know that a community takes time and effort to develop. It’s hardly ever an overnight success!

That’s why, in this post, I want to share the 3 C’s that will help you to build an Engaged Online Community! These tips are great for those who already have a social media following - but also if you’re looking to start a new community from scratch!

The 3 C’s of Successful Community Engagement are:

C - Cultivate
C - Convert
C - Create

#1: CULTIVATE (A SENSE OF VALUE)

• Level of difficulty: Easy
• Requires: Existing contacts
• Best for: Local businesses, Retail & Service

Most established brands will already have a list of past customers, social media followers and contacts. So how do you turn all these different groups of people into a connected COMMUNITY?

GIVE THEM MORE VALUE!

Studies show that 71% of consumers will engage with brands and join their online communities if they feel there is “a sense of VALUE”! This strategy creates a massive opportunity for local brands (eg: retail shops, supermarkets and even service brands) to connect with local fans and turn them into a loyal community.

Example: GymShark Community

GymShark started by engaging with body-conscious, gym-going millennials on social media platforms like Instagram and TikTok. They also created their own online community called “GymShark Insiders” - where they offer exclusive advice, and feedback and inspire members from all around the world.

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#2: CONVERT (SOCIAL MEDIA FANS INTO COMMUNITY)

• Level of difficulty: Medium
• Requires: Existing customers, and large Social Media Following
• Best for: Any brand that has an established customer base

Many businesses have several social media followers. But “followers” are not the same as “community” - even though I’ve seen people use these words interchangeably. Most social media followers are not your community but a “collective” - unless there’s a deep connection between these individuals, such as:

• Common interests
• Shared experiences
• Same values
• Emotional connection

Turning your collective of fans into an engaged community is not easy. But it’s worth it! With constant communication, nurturing and listening to your followers, you can build a community of brand advocates.

Example: Starbucks engages their social media followers with quizzes, polls and games.

#3: CREATE A CUSTOMER BASE

• Level of difficulty: Hard
• Requirements: None
• Best for: Any brand wanting to start a community

Don’t have a customer base? Surveys say that 42% of brands started an online community from scratch. Building your community from the ground up is more challenging and it generally takes a longer time. But you will have better control over who is part of your group. There are many community apps you can use to start an online community. From private Facebook groups, and Twitter communities to specialised apps like Tribe and Kodalia.

Example: Hubspot Community

Ready to start your online community? No matter if you’re starting from zero or you already have a group of customers, remember the 3 C’s of successful community engagement.