Customer service on a medium that the customer often uses. Think of webcare via forums, Facebook and Twitter.
More interactive marketing activities that create a conversation between people from the organization and the public.
Innovation based on continuous feedback from large customer groups on products or services ( crowdsourcing ). Think of KLM Bright Ideas and the “Maak de Smaak” campaign by Lays.
Intensive co-creation with small customer groups such as Marmarati from Marmite
In my opinion, it is good to take the steps in this order: first the foreplay, before you enter more intense and germany telegram data complex interaction. This way you also learn which tone of voice you need to use to make a campaign a success. If you do it right, all four quadrants also work as social marketing for your brand: (potential) customers generate content that other (potential) customers take with them in their purchasing decision.
Four functions of a community by Steven van Belleghem, Jeroen Heydendael
The four functions of a community. Model by Steven van Belleghem supplemented with own ideas.
A community enables normal communication
During a dinner with friends you can talk to someone 1-on-1, but also with the whole group: everyone . Now also in customer can hear what you say and everyone can respond to it. Up until now, this was mainly seen online in simple forums, such as the Saabforum . But not in traditional customer contact, which mainly took place via letter, telephone or e-mail: all 1-on-1 media. Communities and social media make it possible to have 1-on-1 contact, but at the same time also 1-to-many: others – customer or not – can listen in and talk along, with you or with each other. This creates the cms your marketing department needs many-to-many communication. Also think of live events: during a broadcast of De Wereld Draait Door, there is a lot of discussion about the broadcast via Twitter.
Normal communication possible, Jeroen Heydendael
Connect people with each other
In a customer community, your brand’s product or service is central, but beware: the topic is not the success factor jiangsu mobile phone number list for an active community. An initial trigger can be the central topic, but the longer the community members are active, the more personal the . Now also in customer conversations become and the stronger the relationships between the members become.