Register for free to
view the full innovation profile.
The branded recipe online community allows brands to connect with customers in a genuine, two-way dynamic way by leveraging the passion and enthusiasm of key customer advocates.
About
Amid all the shifts in consumer behaviour it’s become clear that online communities are an integral part of the consumer journey and path to purchase. As customers are a part of an online community, they feel a sense of belonging to the brand as well. The biggest motivation to be a part of a brand community is being noticed by the brand, whether it is in the form of support, events, rewards, updates, or exclusive discounts. Customers value this exclusive treatment even if it is not monetary, and respect the brand in return. A brand can make a community self-sufficient by giving members a level of authority. This allows them to take part in the management of the community. While this ensures that the community is truly run for the people and by the people, it also keeps things transparent between the brand and the members. Another attribute that members respect. As consumers are more loyal to brands, they become the best ambassador and advocates for them. Building a strong brand community should be every organisation's first step towards increasing brand reputation and loyalty
Key Benefits
Benefits from a branded community trickle down to increase satisfaction, revenue, and help grow organisations, including growing customer loyalty. With an online recipe community, you can: - Create real connections - Stand out from the competition with a better customer experience - Generate leads and acquire new members - Improve your products and programs by gathering and addressing feedback - Decrease support costs by crowdsourcing support - Increase revenue through in-community advertising and more - Drive referrals by giving your advocates a voice in the community
Applications
A branded online community provides a network to bring people together around a centralised, shared organisation-based experience or purpose for expansive online collaboration and growth. In this case recipes. A recipe community can play a huge part in customer or member experience. They break down the traditional one-way exchange of information & opens up communication to deliver increased value.