{"id":2040,"date":"2016-02-28T08:08:50","date_gmt":"2016-02-28T08:08:50","guid":{"rendered":"http:\/\/www.rumbletalk.com\/blog\/?p=2040"},"modified":"2021-10-13T05:28:24","modified_gmt":"2021-10-13T05:28:24","slug":"online-brand-communities-outcomes-and-results","status":"publish","type":"post","link":"https:\/\/rumbletalk.com\/blog\/index.php\/2016\/02\/28\/online-brand-communities-outcomes-and-results\/","title":{"rendered":"Online Brand Communities: Outcomes and Results"},"content":{"rendered":"

Last week we looked what motivates customers to engage in an online brand community. If you haven\u2019t already, go back and read that blog post here<\/a>.<\/p>\n

Continuing with our closer look at the paper titled Managing Brands and Customer Engagement in Online Brand Communities<\/a> published in the Journal of Service Management, we\u2019ll now examine the outcomes of engaging customers online.<\/p>\n

\n

The success of any business, be it online or brick and mortar, depends on customers trusting and returning to the brand.<\/p>\n

Bill Gates has been quoted saying,<\/p>\n

\u201cThe Internet is becoming the town square for the global village of tomorrow.\u201d<\/p><\/blockquote>\n

So use the digital town square to build trust and commitment with your customers!<\/p>\n

Simply having a website with your business\u2019s information isn\u2019t enough. I consider static websites to be the equivalent of a highway billboard in a deserted town. Sure, it can give your company exposure but that\u2019s the end of it. A billboard or informational website won\u2019t increase your customer\u2019s satisfaction.<\/p>\n

Instead, you need to have people in the digital town square to talk about your brand and your product. That is, you need to have people interact and be personally involved with your online brand community to humanize your brand.<\/p>\n

There are many ways to do this, including group chats which is what RumbleTalk promotes, but today\u2019s article is the outcomes of managing an online brand community.<\/p>\n

Reading through the study\u2019s section about outcomes, I pictured a cycle to describe the customer\u2019s perspective and a spiral to describe the brand\u2019s perspective.<\/p>\n

Cycle of Customer Engagement<\/h2>\n

We all generally agree returning customers are essential to the success of a business.<\/p>\n

Harnessing the power of online tools to build an online brand community can lead to happy and returning customers. This is how it works:<\/p>\n

\"cycle<\/p>\n

From a customer\u2019s perspective, as discussed in my previous post, engaging in an online community occurs in order to gain something. For the sake of this example we\u2019ll say the customer is trying to gain knowledge about the product.<\/p>\n

When the customer\u2019s expectations for gaining knowledge have been met (or if you\u2019re doing it right, exceeded) their level of satisfaction with your product or brand is increased.<\/p>\n

Increased satisfaction creates a higher sense of loyalty to the product or brand.<\/p>\n

And this loyalty encourages future customer-brand engagement.<\/p>\n

Because this loyal customer is now contributing more to your online brand community, the community as a whole now shares this customer\u2019s perspective and insight which enriches the collective knowledge to generate higher satisfaction.<\/p>\n

And the cycle continues increasing the quantity (and hopefully quality) of information about your product and strengthening the customer\u2019s loyalty towards your brand.<\/p>\n

The outcome for the online brand community, as observed by researches, is continuing participation, a sense of satisfaction for the customers, and greater trust and commitment to the brand.<\/p>\n

Spiral of Growth<\/h2>\n

Returning customers are necessary, but let\u2019s not forget that new customers also grow profits.<\/p>\n

The spiral of outcomes for managing an online brand community begins with the same four steps included in the cycle. But rather than feeding back into a cycle the spiral illustrates the growth that occurs in the online brand community and consequently the business.<\/p>\n

\"growth<\/p>\n

The process starts with engaging a customer online, the customer gains product knowledge, becomes satisfied with the product and brand, and the satisfaction increases brand loyalty.<\/p>\n

Then, the customer increases engagement with the online brand community and this is where the cycle shifts outward to become a growing spiral.<\/p>\n

The online brand community has more activity and engagement than previously which increases the amount of product knowledge to be gained. The value of the online brand community improves which amounts to greater trustworthiness among the online brand community.<\/p>\n

When customers know they can trust the online brand community, their trust can be translated to commitment to the brand. This loyalty brings in more customers as the community members recommend the brand, and the brand\u2019s reputation becomes known.<\/p>\n

The outcome for the brand itself is higher brand commitment, spirited brand engagement, and brand satisfaction and loyalty, all of which give way to more and better customers.<\/p>\n

Should you build an online brand community?<\/h2>\n

When your competitors are only a few clicks away from stealing away a paying customer, businesses should allocate resources towards building and engaging in an online brand community to enhance their customer satisfaction and loyalty.<\/p>\n

Next week, I\u2019ll be writing my final post regarding research of online brand communities. Want more now? You can read the full literature review here.<\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

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Continuing with our closer look at the paper titled Managing Brands and Customer Engagement in Online Brand Communities published in the Journal of Service Management, we\u2019ll now examine the […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"featured_image_url":"","seo_focus_kw":"","seo_meta_desc":""},"categories":[9],"tags":[],"acf":[],"yoast_head":"\nOnline Brand Communities: Outcomes and Results<\/title>\n<meta name=\"description\" content=\"Continuing research of online brand communities shows positive benefits for companies who engage customers online.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/rumbletalk.com\/blog\/index.php\/2016\/02\/28\/online-brand-communities-outcomes-and-results\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Online Brand Communities: Outcomes and Results\" \/>\n<meta property=\"og:description\" content=\"Continuing research of online brand communities shows positive benefits for companies who engage customers online.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/rumbletalk.com\/blog\/index.php\/2016\/02\/28\/online-brand-communities-outcomes-and-results\/\" \/>\n<meta property=\"og:site_name\" content=\"Online Group Chat Room Plugin for Websites and Live events\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/rumbletalk\" \/>\n<meta property=\"article:published_time\" content=\"2016-02-28T08:08:50+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2021-10-13T05:28:24+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/rumbletalk-images-upload.s3.amazonaws.com\/8cb8eaa7aa0c8efdda886127cc4b7953\/1456565923-graphics2.jpg\" \/>\n<meta name=\"author\" content=\"Editor\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@rumbletalk\" \/>\n<meta name=\"twitter:site\" content=\"@rumbletalk\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Editor\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"4 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/rumbletalk.com\/blog\/index.php\/2016\/02\/28\/online-brand-communities-outcomes-and-results\/\",\"url\":\"https:\/\/rumbletalk.com\/blog\/index.php\/2016\/02\/28\/online-brand-communities-outcomes-and-results\/\",\"name\":\"Online Brand Communities: Outcomes and Results\",\"isPartOf\":{\"@id\":\"https:\/\/rumbletalk.com\/blog\/#website\"},\"datePublished\":\"2016-02-28T08:08:50+00:00\",\"dateModified\":\"2021-10-13T05:28:24+00:00\",\"author\":{\"@id\":\"https:\/\/rumbletalk.com\/blog\/#\/schema\/person\/25d71b46ff2470eaf367d02f9d47726c\"},\"description\":\"Continuing research of online brand communities shows positive benefits for companies who engage customers online.\",\"breadcrumb\":{\"@id\":\"https:\/\/rumbletalk.com\/blog\/index.php\/2016\/02\/28\/online-brand-communities-outcomes-and-results\/#breadcrumb\"},\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/rumbletalk.com\/blog\/index.php\/2016\/02\/28\/online-brand-communities-outcomes-and-results\/\"]}]},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/rumbletalk.com\/blog\/index.php\/2016\/02\/28\/online-brand-communities-outcomes-and-results\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/rumbletalk.com\/blog\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"Online Brand Communities: Outcomes and Results\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/rumbletalk.com\/blog\/#website\",\"url\":\"https:\/\/rumbletalk.com\/blog\/\",\"name\":\"Online Group Chat Plugin for Websites and Event\",\"description\":\"Embed a social group chat for communities and events. 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