The first step for companies is to look for niches of people within their (large) target group who have something in common. Are there common interests in my target group? Are there defining professional categories in the customer base? If there are and there is sufficient critical mass, the organization can consider facilitating mutual contact between these people with, for example, a Facebook group.
We have also done this for various libraries in the Netherlands. We were commissioned by Probiblio (a trade organisation for fax lists libraries) to come up with community concepts for a number of libraries, so that they can involve and bind their audience more. The target group of a library is very broad. Everyone who can read actually belongs to that target group. That is why we went looking for common denominators between groups of people within that large target group. This resulted in the following communities:
Moeders Westland (for library Westland)
a group for and by mothers of young children from Westland. The library facilitates the group with tips, content sessions and meetings.
Proud Young Adult (for the Rotterdam library): a group for and by lovers of ‘Young Adult Literature’. The library gains insights from this and organizes meetings.
In the future, the idea is to also create a community around Minecraft players.
Organizing groups requires a much more modest role from the organization. It facilitates, organizes and sometimes directs (with a there are many options available for partnerships gentle hand), all based on the group interest. The members largely determine what happens in the group. In this way, the organization cultivates a lively network. In the long term, this can yield the following advantages for organizations. Looking for niches of
Insights from the target group
Better customer retention
Co-creation
Support
Higher customer loyalty
Brand ambassadors
Word of mouth advertising
User generated content
Increased sales (due to increased customer loyalty and word-of-mouth advertising)
Content strategy
The role that content has on a page is also different from the role of content in a group. In the first case, that content is mainly informative (communication) ukraine business directory or enticing (marketing). In a group, you want the participants to have their say as much as possible ( user generated content ). The content that you do post yourself is therefore mainly mobilizing and activating. It is aimed at getting substantive responses from participants. We previously wrote for Frankwatching that it concerns content that is not finished .