Community: 5 Key Aspects for Business and Managers

Contents:

• Elizaveta Trishina: Expert in community management
• Elizaveta Trishina: Expert in marketing and communications
• Community: the key to business success
• Community management vs. SMM: What's the Difference?
• The Role of a Community Manager: Key Responsibilities and Importance
• Training and Professional Development in Community Management
• Tools for Community Development: How to Create an Active Community
• How to Effectively Integrate Business with the Community

Elizaveta Trishina: Expert in Community Management

Elizaveta Trishina, head of practice at PRT Edelman Affiliate, has more than five years of experience working with international brands such as Nike, MegaFon, Mars, and Nestle. Her professional background covers key aspects of community building and management, making her an expert in the field. Elizaveta successfully develops audience engagement strategies that strengthen brands' market positions. Elizaveta is the co-author and instructor of the "Influencer Marketing Manager" course from Skillbox, demonstrating her extensive knowledge of influencer marketing. She actively shares her expertise with new professionals, teaching them modern approaches and strategies in this rapidly evolving field. Her professional experience and teaching skills make the course a valuable resource for those seeking to develop in influencer marketing. Community has become an important element for business in Russia, yet the topic remains little discussed. A strategic approach to community engagement allows for a deeper understanding of the target audience's needs and significantly strengthens brand loyalty. This, in turn, can positively impact a company's revenue growth. Effective community engagement not only helps you build relationships with clients but also creates an active supporter base, which contributes to sustainable business growth.

In this article from Skillbox Media, we analyze in detail the key aspects of community engagement. We'll discuss the importance of creating and maintaining an active community, as well as methods for effectively communicating with its members. You'll learn strategies that will help you attract new audiences and retain existing community members. We'll also explore tools for monitoring activity and engagement, allowing you to optimize your community efforts. This material will be a useful guide for anyone who wants to develop and strengthen their community.

• What is a community and how can it improve business performance;
• Why community management differs from SMM;
• The role of a community manager and their main tasks;
• Necessary tools for effective community management;
• First steps for a business to create and develop a community.

Elizaveta Trishina: Expert in Marketing and Communications

Elizaveta Trishina, who holds the position of Head of Practice at PRT Edelman Affiliate, demonstrates high achievements in the field of strategic marketing and reputation management. Her professional experience and leadership skills enable her to successfully develop and implement effective marketing strategies, strengthening companies' image and increasing their competitiveness in the marketplace. With over five years of experience working with leading global brands, including Nike, MegaFon, Mars, and Nestle, she effectively helps companies build and develop their communities. Her expertise enables brands to improve customer engagement and strengthen loyalty, a key factor in successful business in the modern world. Elizaveta is the co-author and instructor of the "Influencer Marketing Manager" course, created in collaboration with Skillbox and PRT Edelman Affiliate. This course highlights her high level of expertise and dedication to training new marketing professionals. Elizaveta shares relevant knowledge and practical skills necessary for a successful career in influencer marketing.

Community: The Key to Business Success

A community is a group of like-minded individuals bound by a common goal, interests, or brand. These groups actively interact, exchange opinions and knowledge, which helps strengthen their cohesion. In the modern digital space, social media plays a key role in the creation and development of such communities, allowing their members to find each other, share experiences, and maintain active communication. Forming a community not only promotes personal connections but also creates deeper relationships between participants, which in turn strengthens loyalty to brands and ideas.

Communities can be formed by both users and brands. One striking example is the copywriters' chat on Telegram, where authors actively exchange experiences and useful tips. In contrast, Nike's VKontakte group for running enthusiasts has lost activity due to the brand's suspension in Russia. Such examples highlight the importance of active participation in communities to maintain their viability and interaction among members.

Responsibility for community development falls to the community manager—a specialist who actively interacts with members and creates an atmosphere of engagement. In this article, we will take a closer look at their functions and importance in the successful functioning of the community. Community managers play a key role in maintaining member interest, organizing events, and providing feedback. Effective community management fosters stronger connections between members and increases overall activity, which in turn facilitates the development and growth of the community.

Community building is crucial for a successful business, and the main reason for this is profit growth. Research confirms that companies that use community management demonstrate significantly higher financial performance. Here are some substantiated facts that highlight the importance of communities for business. A community fosters a loyal audience, increases customer engagement, and creates a space for sharing experiences and ideas, ultimately driving sales and improving brand reputation. In a competitive market, building an active and engaged community is key to a company's success and sustainable development.

• According to Forbes, 64% of buyers believe that shared values ​​​​connect them with a brand.
• A study by Sprout Social Index shows that 78% of satisfied customers recommend a brand to their friends and acquaintances.
• Community members spend 19% more than regular customers.

Community management gives businesses access to valuable customer feedback, which significantly contributes to improved product development and adaptation. This practice allows companies to quickly respond to user needs and wishes, which in turn leads to improved service quality and stronger customer loyalty. Effective community management not only helps identify problems but also fosters innovative solutions that meet the expectations of the target audience.

In Russia, community management is actively used by large companies, but many fail to recognize its importance and potential. The direct link between community development and sales growth isn't always obvious, making such investments risky for less experienced brands. However, effective community management can significantly increase customer loyalty, improve a company's image, and create a sustainable consumer base. Recognizing the importance of community management and integrating it into a brand's strategy can be key to successful development and increased profits.

Communities are most successfully formed around brands with a clear and focused niche, such as sports, motherhood, art, or cooking. When a company tries to attract too broad an audience, it can hinder the creation of an active community. A narrow focus allows a brand to focus on the interests and needs of its target audience, fostering deeper interaction and engagement. Therefore, to successfully build a community, it is important to define your niche and build communication with customers based on their interests and preferences.

Community Management vs. SMM: What's the Difference?

Many people mistakenly believe that community management and SMM (social media marketing) are identical concepts. Although they are indeed related, there are significant differences between them. Community management focuses on interacting with the audience, building and maintaining relationships with users, and creating an active community around the brand. SMM, on the other hand, covers a wider range of tasks, including content promotion, analyzing the effectiveness of advertising campaigns, and managing social media channels. Understanding these differences will help companies effectively use both approaches to achieve their marketing goals.

In the context of SMM, community tools are used to increase sales and expand reach. Social media marketing specialists focus on social media, creating content, running contests, managing advertising campaigns, and posting to various public groups. However, this approach can limit audience engagement, reducing the effectiveness of these strategies. To achieve maximum results, it's important to not only use traditional methods but also develop long-term relationships with subscribers, taking into account their interests and activity.

Community management covers a wide range of activities and areas. It includes not only the use of social media but also specialized websites and applications for creating and developing communities. Groups can be just one part of a larger hub that brings together offline events, meetings with famous personalities, and the implementation of special projects in various media formats. This not only strengthens connections within the community but also expands its influence, creating unique opportunities for participant interaction.

There is a common misconception that any social media group can be considered a community. However, this concept has three key characteristics that distinguish it from regular groups. First, a community is formed around a shared goal or interest, which fosters deeper interaction. Second, active participation within the community creates an atmosphere of mutual assistance and support. Third, community members strive for continuous development and knowledge sharing, which makes their interactions more meaningful and productive. Understanding these characteristics will help you better navigate the world of social media and create more effective and engaged communities.

High audience engagement is a key factor for success in the digital space. Members actively interact with content: they like, comment, repost, and communicate with each other. This creates a vibrant community where users, for example, Nike fans, can invite friends to in-person workouts. This interaction not only increases brand popularity but also contributes to the expansion of the community, building loyalty among members. High engagement helps create a positive image and increases the chances of attracting a new audience.

Member influence is significant for the development of a company's products. Community members can contribute ideas and suggestions that are incorporated into the creation of new products. A prime example of this collaboration is the LEGO Ideas platform, where users can submit their unique designs. The company analyzes the submitted projects and implements the most popular ones, which not only improves products but also strengthens customer relationships. This collaboration allows the company to stay relevant and responsive to the preferences of its audience.

Rapid community growth. Communities are growing significantly faster than typical social media groups. This is due to the introduction of new event formats and active interaction between members. Modern communities create unique opportunities for sharing experiences, which attracts more people and promotes active engagement.

A brand group that only posts promotional information and receives a few likes cannot be considered a full-fledged community. To create an active and engaged community, it is necessary not only to share promotions but also to generate valuable content that will engage the audience. Engaging with subscribers, discussing relevant topics, and answering questions will help build a loyal user base that will actively participate in the life of the brand.

The Role of a Community Manager: Key Responsibilities and Importance

A community manager is a key figure in any brand's ecosystem, responsible for developing and supporting the community. This role is becoming increasingly important in a competitive marketplace. A community manager's responsibilities may vary depending on the specifics of the business and the target audience. Key responsibilities of a community manager include creating and maintaining active user engagement, monitoring feedback, managing content, and organizing community events. An effective community manager helps build customer loyalty, improve brand image, and increase audience engagement, which ultimately leads to business growth.

• strategy development — creating a clear plan for building and developing a community;
• collecting information about member needs — conducting surveys and interviews to understand their expectations;
• attracting new members — setting up advertising and launching PR campaigns to expand the audience;
• actively communicating with community members — answering questions, dealing with negativity, and maintaining open dialogue;
• organizing events — both offline and online, including finding speakers and renting venues.

A community manager can perform tasks independently or manage the work of other specialists, including targeters and copywriters. Their role includes both direct interaction with the audience and coordinating the team's actions to achieve common goals. Effective leadership and collaboration with other professionals ensure successful community development and brand strengthening.

If a company doesn't have a community manager position, their responsibilities can be temporarily assigned to other specialists, such as SMM managers or special project managers. However, successful execution of these tasks requires specialized skills and resources. Constantly replacing a community manager can reduce the effectiveness of audience engagement and negatively impact the company's image. Therefore, it is important to consider creating this position to optimize community work and increase customer engagement.

Training and professional development in community management

Skillbox offers a variety of courses for those seeking to develop in the field of community management. These training programs cover key aspects of community building and management, enabling participants to master effective audience engagement strategies, as well as develop analytical and content creation skills. The training includes practical exercises and case studies, helping you apply the acquired knowledge in real-life situations. By completing Skillbox courses, you can become a sought-after community management specialist and significantly increase your competitiveness in the job market.

• "Influencer Marketing Manager" is a course on working with bloggers and creating effective advertising campaigns.
• "PR Manager Profession" is an opportunity to master a new specialty and join a major PR agency in just six months.
• "SMM Specialist from Scratch" is a course on the basics of promotion on various platforms.

Community management courses will provide you with the essential skills and knowledge necessary for a successful career in this field. You will learn how to effectively manage communities, build trusting relationships with members, and develop active interactions online. These courses will help you become a sought-after specialist capable of attracting and retaining users, as well as creating and maintaining a positive brand image. The knowledge and practical skills gained will open up new career opportunities in community management.

Community Development Tools: How to Create an Active Community

Community management is a set of tools and methods aimed at strengthening connections between community members. The most effective methods include newsletters, webinars, giveaways, specialized applications, and advertising. An example of the successful use of such approaches is the mobile tracker developed by Adidas for runners and cyclists. This tool has become a powerful means of interacting with the community, allowing users to share their achievements and receive support from other members. Effective community management helps create an active and engaged audience, which in turn positively impacts the brand and its reputation.

Companies can effectively use user-generated content to grow their communities. In the Magic Jigsaw Puzzles game, users can create unique puzzles from their own photos and share them with friends on Facebook. This not only promotes interaction but also enhances the exchange of experiences between players, which in turn increases brand loyalty and attracts new members to the community. Using user-generated content helps build an active and engaged community, which is an important aspect of successful marketing in the gaming industry.

The list of tools for community managers is not clearly defined and largely depends on the specialist's creativity. This makes the process of creating and managing a community more dynamic and engaging. Each community manager can adapt the tools to their needs, which facilitates effective interaction with participants and community development.

The key tools of community management are content and events. High-quality content ensures constant interaction with participants, maintaining their interest and engagement. At the same time, events play a vital role in strengthening brand connections and fostering active community development. Effective use of these tools helps create a cohesive and engaged audience, which is key to a successful community.

Events can take a variety of formats, including contests, marathons, and specialized educational programs. In this context, it is worth paying attention to the successful examples that Nike has used to actively engage its audience.

• The opening of new retail outlets, for example, Nike Box in Gorky Park in Moscow - this is not just a store, but a space for active communication and training.
• Regular mini-events, such as dance master classes, which attract attention and create a community atmosphere.
• Situational events timed to important events, for example, online training during the COVID-19 pandemic, which allowed us to maintain contact with customers.
• Meetings with influencers and brand ambassadors, to which the most active community members are invited, which increases loyalty and interest.

How to effectively integrate business with the community

Creating and developing a community is an important aspect of business success in the digital age. Having a social media group is already a good foundation for building an active community. In this article, we'll cover three key steps that will help you effectively engage with your audience and strengthen connections within your community.

The first step is a thorough analysis of the current situation. You need to study how your audience responds to a variety of content. Determine which publications generate the most interest and which topics are discussed most frequently. This will allow you to identify the most successful posts and use them as a basis for developing a further content plan. This approach will not only increase audience engagement but also improve your overall content marketing strategy.

Collecting feedback from subscribers is a valuable source of ideas for improving your community. Publish a post asking your subscribers to share their opinions on what they like and dislike about your content, as well as what aspects they feel are missing. This will help you better understand your audience's needs and create more engaging and useful content that will help your community grow and develop.

The next stage involves experimenting with content to increase user engagement. Use a variety of formats, such as video posts and interactive polls, building on the ideas developed in the previous stage. It's important to analyze the results and identify the most effective approaches so you can integrate successful strategies into your content plan. Systematic testing and optimization will help you achieve better results and retain audience interest.

The third stage involves actively developing the community. At this stage, it's important not only to listen to participants but also to take concrete actions. The main areas of work are as follows:

• Working with the audience on social media: regular publications, engaging activities such as surveys, contests, and giveaways.
• Organizing events outside of social media: webinars, master classes, and offline events to strengthen ties with participants.
• Attracting a new audience: using media advertising, collaborating with bloggers and public pages where your target audience hangs out.

Working with the community requires regular attention and analysis. It is recommended to evaluate interaction with the audience at least once a month. This will allow you to promptly make changes to your communication strategy and maintain community activity, which contributes to its development and retention of member interest. Effective work with the community not only strengthens ties but also contributes to the growth of brand loyalty.

Creating a community requires significant time and effort, especially if you don’t have one yet. It's important to thoroughly research your target audience to understand their needs and interests. Building a following is a key step in creating an active and engaged community. Only then can you begin experimenting with content and organizing events that will foster interaction and strengthen community connections.

Our blog offers a wealth of helpful resources on community building. In the first part, we share tips on how to effectively start building a community, and in the second part, we discuss strategies for its development and preventing its extinction.