Show and deliver value just realize the importance of user participation

Just realizing the importance of user participation is an empty and one-sided proposition. To succeed in stimulating consumer interaction, you must mobilize and attract consumers. So, initially when interacting with consumers, you have to show your customers that you will provide them with something valuable and deliver on your commitments.

To make this commitment, you first have to be empathetic and ask yourself: "If I were a user, what would this message give me that would make me want to open it, read the copy, click on the link, and participate?" "It's easy to define the value of user participation for a brand, but your users have to be motivated in nature." To make a successful value proposition, you must understand why consumers want to interact with your brand and be interested in what they offer. You don't have to promise a material or economic reward, and you don't have to sell it in a glib way. What is invisible is a strong motivating factor. Promises can be fun content, exclusive information or prizes. Once you have a "value proposition," you have to do it because everyone, especially in the context of customer service, will be looking forward to you and may not forgive failure. You will soon lose these users, and once you lose them, it will be hard to undo them.

Establish a relationship

We live in the "Age of participation", and every day there are 20多亿名 consumers interacting online. You want to get their attention, to reach them, you have to let consumers know that you value them very much and are willing to invest time and energy in building relationships. Your goal is not just to attract their attention. For a close relationship, the sign is the connection and input in this relationship. Develop relationships with community members and you can instill in them a vested interest in the brand. In his latest paper, "Welcome to the Human Age", Hill Holiday and Lippincott speculate: "Consumer insights can lead to closer relationships, which in turn will accelerate the perception of additional insights." In various industries, we find that this creates a higher profit margin, a deeper wallet-share relationship and a stronger market value. "Given this fact, Amazon CEO Jeff Bezos said:" Treat clients as invited guests to a party, and we are masters. Marc Pritchard, chief marketing officer of Procter and Gamble, also has the same grand vision: to build 1:1 relationships in real time with everyone in the world! ”

Brand push message and watch on the back of a single glass mirror the days of the team visit are gone. Technology and social media have created an expectation in the minds of today's consumers that each brand will have a personalized, almost instantaneous response to a one-to-one two-way dialogue to share ideas and experiences. The face of the brand--the community manager must interact with the community members to develop the real relationship with the consumers. Developing meaningful and powerful relationships is always a two-way street. Thus the Community manager must be willing to establish contact with members by sharing real information about them, such as names, photos and video clips, and respectfully answering questions from members of the community, listening to members ' answers and answering them, because this is what people expect from any relationship. Conversation should be natural and relaxing, just like a conversation between friends. Learn to convey what is really exciting to members of the community, but not too much, because unbridled enthusiasm is not real. Ultimately, if you successfully build relationships with community members, members will continue to participate because they enjoy this interaction and want to buy the brand's products.

Requires transparency

Everyone expects and deserves respect, and this respect requires transparency. In this "age of engagement", any trivial matter will unduly provoke negative and possibly enduring strong opposition. Once you have a relationship with the members, you have to be honest about what they are asked to do, why they do it, and how they can achieve the value proposition of one of the golden rules. A classic qualitative research question may require you to "share how other people influence your buying decisions when you buy a car." This approach does not work when interacting with community members. Instead, the requirement should be designed like this: "Our marketing department is making a new ad about the people who influence your decision to make a purchase." Please share how other people influence your buying decisions when you buy a car. Adding details in order to be transparent will change the tone of dialogue with others, which is more conducive to building a respectful relationship. As noted above, building relationships on the basis of mutual respect and trust is essential for refining valuable insights that can improve profitability.

Brand participation

Just building a brand's social media page is not enough. Once you hit the brand, you have to get into it. Today's consumers think every brand has done that. They make judgments about the brand based on your results. If you want to stand out and use your brand effectively, you must also involve the top of the company. Customers actually attach great importance to high-level contact, but the senior level is often not involved in direct consumer communication. Hosting real-time chats and interacting with consumers on blogs can lead to high-level participation. Remember that dialogue is a two-way proposition. It is not enough to send a blog or microblog, and the senior level must also be involved by presenting questions, listening to comments and responding, so that consumer insights can be generated. Like the opportunities created by mobile phones, technological advances have transformed the pure text responses of community members into sharing pictures and videos, creating a new creative platform and bringing new opportunities to make the community experience a reality.

Show results

Feedback to community members about the value of their participation is a best practice for community management because it is both an expression of gratitude and a testament to the fact that you have been listening carefully and not wasting their time. Everyone wants to know that they are valuable and have made a contribution. Feedback to members means letting them know what insights you have learned or gained from their contributions. Of course, you've filled out a survey or answered a questionnaire and wondered what the data you're providing has become. In the community, we have the opportunity to form members ' credibility by informing them of this. You don't have to write a formal research summary or matrix for them to review, and a thank-you note is sufficient.

Recognition and rewards

Intangible testimonials and rewards are key to strengthening the intrinsic motivation of the client community. By rewarding individual contributions, you will once again create a more sense of belonging in your community. In essence, you are giving full play to the wishes of the "star character", which is famous for Andy Warhol's famous quote, "Everyone can be famous for 15 minutes" in the future. Select ideas and "quotes" from members ' communications and contributions to make them the star of the community, always giving them honors. Rewards are also a powerful tool for getting more members involved. Consider the establishment of a series of competitions and sweepstakes to continuously promote the participation of community members in various activities. After awarding the award, remember to praise the winner. In addition, it is important to use the techniques available to encourage the participation of members of the community through badges, points and access rights.

Attractive content

This may be the one that many brands are aware of but tend to underperform. People naturally like fun and fun content. To create attractive content, client community managers play multiple roles, including copywriting, photographers, cameramen, and content planners. Of course, the first thing is to determine the brand on the network to convey a kind of voice and tone, in order to fully reflect the brand's personality and image.

Once you've identified this, use media tools to make your posts stand out. Socialbakers's latest report tracks 5,000 branded pages on the social network, which show photos representing 93% of the most attractive content. To create attractive content, you must also embrace and encourage creativity. Benefit Ipsos research shows that 44% of social media users under the age of 35 will post questions, ideas and photos on branded pages.

Regular communication

People have short-term distractions, they need guidance, and they like to keep a consistent plan. Therefore, a strong and sustained "communication plan" is essential to motivate people's interest and participation. The client Community manager should determine a suitable tempo so that members of the community expect to have something new. Communication with members of the community should be kept short, and expectations defined clearly when the required action is already in existence. Although this has always been a best practice for email marketing, the conclusion of a recent study in buffer is that the 250-character web post can bring you more than 60% of the participation, 80 words below will produce more than 66% of the participation degree.

The shorter the communication, the better, because more and more community members are participating through mobile devices-the less the better the mobile device. Meeting the needs of mobile devices will give you more opportunities to communicate regularly with members of your community, even if members of the community are moving, increasing the response rate. General Mills, vice president of Global Insight, recently certified the strength of a regular, meaningful communication with mobile devices, and in an interview with Forbes, he points out that General Mills has "started focusing on mobile research" and "now works well in half of its research on mobile devices", Because "mobile research allows us to ask questions at the place and time we want," and "gives consumers choices in terms of feedback." If they are not expressed in words, they can also take photos or videos and send them to us.

Refresh your customer base

Don't let the number of members of your community trick you into creating false security and confidence. Massive fans don't mean their "active" involvement. The members of inactive participation are of little or no value. You should always promote community and social channels and recruit new members in places that may attract new fans through online and offline promotions, mail newsletters, and other customer-oriented actions. If your goal is to get community members to do what you want, then you should be satisfied with the constant cycle of natural depletion and active replenishment of the customer base. Not to mention, you can increase participation by creating the impression that the community itself or at least specific content is specifically provided to active participants.

Deep Community Management

Since listening and providing feedback is critical, there is nothing worse than a negative post that has not been answered or a constructive message has been found. The Community manager should read and analyze every post carefully and reply in time. Replies should always be humble and enthusiastic, whether apologizing, exploring deeper insights, or simply thanking them for taking the time to read posts. In addition, community managers should ensure that every member of the community is protected from attack by other community members.

These are the ten golden rules of consumer interaction. Use creatively, and persevere, so that members participate as you wish. Although the golden rule requires that we grow in practice, and that this requirement has never changed, the evolving technological landscape requires constant creation and innovation in its application methods.