How brands can build interactive communities online

It is now much easier for brands to engage their customers online as there are so many ways people encounter brands digitally, whether it is when they are using mobiles to access social media, or they are sitting at home shopping at computers.

TNS's Digital Life, a global study into the attitudes and behaviours of the world’s consumers online, looks at what motivates people to discuss brands online and join particular brand communities. Looking at the power of social media, Simon Falconer, global innovation and digital development director at research firm TNS that is behind the research, says: “This offers marketers the potential to develop rich web experiences in the context of environments where people are already spending more of their online time. A brand used to have to fight much harder to pull consumers to their owned media touch points.”

So what can professionals working in PR do to encourage a discussion about their brand? Motivations for commenting about brands are led by a desire to praise or criticise a brand, but sharing brand content is also a significant motivator. The majority of consumers interviewed (64 per cent), like to share advice about brands, whereas 40 per cent are persuaded to talk about a particular brand because they are offered a reward for doing so.

Reasons to write about brands (Global %)

Source: The Impact of Digital on Growth Strategies, CMO Imperatives for 2012, TNS

Storytelling is a key way to bring your brand to life, using creative content that catches and holds people’s attention. Falconer says: “Richer, more interactive web experiences, combined with the increasing interplay between TV and social media, mean that it is now possible for brands to engage in conversations and develop brand stories over many channels. TV programming, with embedded social interaction hooks (Social TV) is demonstrating an ability to further amplify and extend organic online conversations.”

Brand communities offer consumers a forum where they can share their views which is of great worth to brand owners. The research shows the best way to encourage consumers to join such a community is to offer value and rewards. For example, 61 per cent of consumers will consider joining a brand community if there is a special promotion, and 56 per cent if there are competitions/prizes on offer. Encouragingly, over half (51 per cent) are motivated to join a community simply because they are passionate about the brand.

Reasons to join a brand community (Global %)

Source: The Impact of Digital on Growth Strategies, CMO Imperatives for 2012, TNS

Methodology
 

The Impact of Digital on Growth Strategies, CMO Imperatives for 2012 report is based on one-hour, one-to-one, telephone interviews with chief marketing officers from a range of international organisations. This qualitative research was supplemented with information from TNS’s Digital Life survey, which interviewed 72,000 online users in 60 countries and used a mix of face-to-face and online questionnaires, dependent on the market.