What are the KPIs to keep in mind?
Posted: Tue Dec 17, 2024 4:56 am
A valid alternative is represented by the creation of protected proprietary environments, also called walled gardens , such as apps and websites that require user registration, within which your audience can consensually share various information to be collected transparently and used to create a personalized and valuable path.
Once the community has been created, it is necessary to establish which KPIs to monitor to understand the progress of the community.
For example, if your goal is to increase brand awareness, buy bulk sms service one of the KPIs to monitor will be the number of new members in the community.
Another KPI that is essential to monitor is engagement : how active is the community? Are users interested in the proposed topics? How many interactions do the contents have?
A community with high engagement is a gold mine! The most active communities, in fact, represent a pool of important information that can be useful for defining future strategies. Within them, you can collect direct feedback from consumers through surveys and questions; you can monitor sentiment towards the brand through a content audit; you can test new products before launching them on the market by having selected users try them. The information collected, once reworked and analyzed, will be essential to better calibrate future marketing and product strategies.
Do communities also work to increase brand loyalty?
The answer is yes and the data proves it.
According to research by CMX, 80 % of brands that manage communities say that creating a community has positively impacted their business performance.
Among the types of communities that work best to increase loyalty are those centered on the brand , that is, aimed at promoting the brand with different types of content, such as Adidas, Sephora or Starbucks , which have managed to create close-knit communities with lasting connections centered on the brand image.
Or, communities aimed at learning . For example, the Airbnb community that with its content helps hosts from all over the world to improve the image and notoriety of their accommodations.
In conclusion, communities allow users to connect with people who share their same interests and values. If communities are managed by brands, members will be led to appreciate the brand and its products more because they will feel at the center of the company's attention, which will listen to their feedback and take their opinion into consideration also for the development of future products and services. Within communities, members feel part of a group of people and therefore can satisfy that intrinsic need in human nature that Aristotle spoke about well in advance, which today we can call social proof or sense of belonging.
Once the community has been created, it is necessary to establish which KPIs to monitor to understand the progress of the community.
For example, if your goal is to increase brand awareness, buy bulk sms service one of the KPIs to monitor will be the number of new members in the community.
Another KPI that is essential to monitor is engagement : how active is the community? Are users interested in the proposed topics? How many interactions do the contents have?
A community with high engagement is a gold mine! The most active communities, in fact, represent a pool of important information that can be useful for defining future strategies. Within them, you can collect direct feedback from consumers through surveys and questions; you can monitor sentiment towards the brand through a content audit; you can test new products before launching them on the market by having selected users try them. The information collected, once reworked and analyzed, will be essential to better calibrate future marketing and product strategies.
Do communities also work to increase brand loyalty?
The answer is yes and the data proves it.
According to research by CMX, 80 % of brands that manage communities say that creating a community has positively impacted their business performance.
Among the types of communities that work best to increase loyalty are those centered on the brand , that is, aimed at promoting the brand with different types of content, such as Adidas, Sephora or Starbucks , which have managed to create close-knit communities with lasting connections centered on the brand image.
Or, communities aimed at learning . For example, the Airbnb community that with its content helps hosts from all over the world to improve the image and notoriety of their accommodations.
In conclusion, communities allow users to connect with people who share their same interests and values. If communities are managed by brands, members will be led to appreciate the brand and its products more because they will feel at the center of the company's attention, which will listen to their feedback and take their opinion into consideration also for the development of future products and services. Within communities, members feel part of a group of people and therefore can satisfy that intrinsic need in human nature that Aristotle spoke about well in advance, which today we can call social proof or sense of belonging.