How do you quantify the return on investment on community building? And where does community belong in a business? These are the kinds of inquiries that community teams face on a daily basis.
Businesses have long been establishing communities, but at best, community was seen as a customer support or marketing medium. While both of these applications are still significant and necessary, they represent only a small part of the overall commercial value generated by community.
Unlike most other disciplines, a community can exist inside or across departments. Community may be used as a strategy in practically every part of company, from marketing to product, sales, and success.
The possibilities might be overwhelming, which is why we have a straightforward model for quantifying community business value called SPACES
Members of a customer care community answer inquiries and solve problems for one another in order to minimise total customer support expenses and increase satisfaction.
Many people are familiar with this type of community application. It can take the shape of a support forum, where users can come with product questions and the community will answer them. It can also function as a knowledge base or an expert resource for users.
The key area to focus on are:
Eg: Atlassian Community, Fitbit Community, and Asana Community Forum are a few examples.
Members of product communities offer ideas and comments, which drive innovation and product improvements.
Companies may harness the collective wisdom of their community to gain ideas for creative features, find the most significant feedback that will enhance their products, and save money and time on surveys by bringing users or customers together online (or occasionally offline).
Some businesses go even farther, involving their community in every stage of the product creation process, from design through development, to ensure that the customer's voice is evident in everything they make.
The most prevalent measurements are:
Examples include the UiPath Community, webflow community
These communities function as a network of ambassadors and advocates, driving brand exposure and growth within the guideline of the community.
This is where community and marketing come together the most. A firm can certainly tell consumers to buy its goods. However, having genuine customer endorse a product or service is far more impactful. More and more businesses are realising that they already have these supporters. Companies that connect their customer and provide them with the tools they need to succeed may create huge growth and consumer loyalty.
The most prevalent measurements are:
These communities are made up of people who provide content to the product or other assets.
Distributed content models are transforming the way businesses operate. From user-generated content to open-source platforms, distributed models enable the public to produce value while the corporation only provides the platform. A community strategy is essential for these types of organisations, which is why successful firms in these fields (AirbnB, Kickstarter, and Mozilla, to name a few) all have community teams.
The most prevalent measurements are:
Airbnb Host Community, Google Developer Groups, Twitch Creator Camp, Duolingo Incubator, Teachable Community are a few examples.
External engagement communities bring together a group of people who share a shared interest in a specific brand or product.
Community is effective because it provides individuals with a shared feeling of identity and belonging. If a brand fosters that feeling of identity, it makes no difference whether the community is focused on their product or not – members will feel a deeper connection to the brand.
Nike has created a community for runners. Sephora features a beauty discussion forum. HubSpot offers an inbound marketing community. As a consequence, they've seen significant gains in consumer spending as well as other community benefits such as ambassadors, product feedback, and more.
The most common measure for this metric is
Employees, suppliers, partners, or vendors who collaborate with a certain brand form internal engagement communities.
Internal engagement is becoming increasingly vital as firms grow more scattered and remote work becomes more widespread. Today, many organisations are doing this behind the scenes to keep employees motivated and to establish their critical culture.
Many Financial firms, create internal communities of subject matter experts, as do hospitals and insurance corporations. Many IT firms are also building powerful internal communities
Internal engagement is the most commonly used metric.
Community build on the popularity of customer support communities, go beyond simply answering inquiries to actively encourage improved product adoption and customer lifetime value.
These communities bring together customers to discuss best practises. They may assist consumers in improving their product knowledge and developing strategies, or they may enable customers to become mentors and teachers.
The most prevalent measurements are:
Salesforce's Trailblazer Community and Notion Community are two examples.
Here are a few suggestions to implementing this model for your community guideline:
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