“A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.” – Scott Cook
How many of us know exactly how to create a brand Or manage a community?
Now, before we plunge straight into what and how your brand should do to get known in the market, let’s first understand that there already is an online community out there. However, the role of a community manager is to manage different social media platforms for the brand. It includes speaking on behalf of the brand, creating and curating content to be posted. Along with responding to people engaging with the brand a community manager also needs to recognize his online brand ambassadors.
By creating awesome content and expediting conversations between the customer and the brand you learn so much more about your brand and products & services.
That isn’t enough yet! The main objective of a community manager is to represent the brand and also listen to their feedback on behalf of your community. It’s essential to carefully consider the influence and impact community management can have for your brand. Everything you do affects the perception of your brand. Your community has its own opinions and preferences, it’s on your part to be eager to learn from them and even implement and affect change that will benefit your customers. This surely helps build your brand loyalty.
It’s essential for you to have a well-defined and vibrant strategy for each social media platform you use for your brand and ensure it is executed properly. Importantly, you need to maintain your brand loyalty and cannot simply afford to leave your social media activities midway. These mediums are those that communicate your brand personality.
Every brand wants to enhance their customer’s experience and create an ongoing relationship with the brand. However, without community management creating a personal and connected relationship is difficult and time-consuming. Luckily, this is exactly what we love to do. One of the most effective examples would be the case study of our client Book Hungama.
Book Hungama is an online platform for e-books and audio books. With a passion page named Unwritten Letters and a fan base of about 10,000 odd people, we established a new initiative called Nukkad Katha – for short stories. Targeting avid readers and writers, an individual could post a short story of 400 words. The visibility hence increased brand awareness and also the website traffic.
An addition to this initiative, we established Nukkad TV – where we displayed videos of the short stories on all the social media platforms. This gave awesome brand exposure and the community grew from 10,000 to 52,000 in 8 months. The journey so far has been very cost optimising since the money spent was minimal and only on promoting videos through various channels.
Words of wisdom:
A community responses well once you build a loyal community.