Community (community) brand strategy in SMM How to choose a brand communication strategy in social networks and what it depends on.
What is community strategy
Community strategy (communication strategy) is part of the overall brand promotion strategy in social networks. Describes how the brand will communicate with its audience.
Why do you need a communications strategy
Community managers usually work on the agency side and cannot know all the values and objectives of the brand. A clear action plan comes to the rescue.
The communication strategy keeps communication within a clearly defined and understandable framework. The community manager communicates the way the brand wants it to. The work is based on a detailed and clear strategy that describes specific database by industry all its actions. The behavior algorithm is prescribed in advance and the situation is resolved promptly and according to plan, even with spam or ordered negativity from competitors.
As a result, communication leaves the feeling that the most experienced and loyal employee of the company is responsible for communication.
Elements of a communication strategy
Communication style
It can be formal and reserved, playful and friendly, or “intimate.” The tone of communication should reflect the company’s culture, its values, outlook on life, and attitude toward customers. A community manager speaks the way a model employee of the company communicates.
Positioning
Before you outline the style and tone of how to do a competitive analysis in digital marketing communications, describe the brand’s positioning in communication.
Communication Objectives
● increase loyalty to a brand or product;
● close negativity and help the client with a problem;
● increase activity in the community;
● encourage a purchase.
Increased loyalty. The community marketing list manager communicates in an informal, friendly tone and actively jokes with subscribers. Pays attention to any comments and considers them as an opportunity to start a dialogue.
The goal is to close the negative . The community manager is responsive, restrained in emotions and statements. Jokes are inappropriate here. Communication is built around solving the client’s problem.
Increased activity in the community. The community manager initiates a dialogue in any appropriate case. Actively communicates with the audience and is an interesting conversationalist.
Motivation to buy . The community manager balances between the seller and the interlocutor. No active sales. Only an expert who logically and clearly describes the quality of the product when asked.
Working with opinion leaders
An opinion leader is a person who has a strong influence on the opinions of other people with similar interests. These are active people who are always at the center of events that interest them, they have many friends or subscribers.
Who can become an opinion leader
? ● an expert in a particular field;
● a media personality;
● a bright, charismatic person.
Friendship with such a person will provide a large and lively reach among the desired audience, which will immediately become loyal to the brand, because it will learn about it from a trusted source.
The goal of the SMM specialist is to turn the opinion leader into a brand advocate who is loyal to the product and ready to defend the brand name in discussions.
When working with opinion leaders and brand advocates, the community manager emphasizes a special attitude towards such people, singles them out, thanks them for every comment and gives them privileges.
Brand characters in communication strategy
To make communication between the brand and the audience more interesting, a brand character is created. And the account of a virtual personality that represents the brand and conducts personalized communication from the first person.
A brand character is created based on the target audience portrait. We analyze the target audience , identify recurring characteristics, create a portrait of a typical buyer, endow it with individual features and create a virtual branded character.
Social media activity
The schedule of activities and maximum response time are specified so that the client understands how often the community manager checks the community and when feedback can be expected. This will avoid conflict situations when the client is unhappy that he has not received a response to a comment at 5 am.
Community work schedule from 9 to 22 on weekdays, weekends and holidays. Community checks in the morning, at lunchtime and in the evening. Average response time is 2 hours.
What to do if there is no one to manage the community
We will develop a community strategy and provide turnkey community moderation – write to us.