BUSI 2220 Lecture Notes - Lecture 4: User-Generated Content, Brand Loyalty, Deeper Understanding
15 Mar 2016
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Around a shared, common interest, value or goal. Members may be: follow and interact, clients and customers, friendly influencers, competing or complementary businesses. Benefits: foster deep personal connections with people who are involved in your industry or interested in your company"s products, services and expertise, brand loyalty. Even negative feedback has it"s place- what needs improvement. Difference between marketing to your audience and building a community (engaging in conversations, becoming a resource, customer advocate) Creating a space: diverse opinions, fruitful discussions, find inspiration. Grocery example: to inform and educate people on the principles and value of healthy eating. Why is it important to have a guiding philosophy: have everyone working towards a common goal. The spirit of community is to bring people together around values, ideas and topics. Lesson 2: engaging, growing and leveraging your social media audience. Deeper understanding of the strengths and weaknesses of your products. Cement positive relationships with community members by seeking their input.
