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How online communities can generate high value for brands through consumer empowerment and ongoing collaboration
Consumer behavior has changed a lot in the ‘connected era’, especially with the phenomenon of social networks. Today, a person’s experience with a brand happens in many ways, at different times and depends on several factors to be really relevant to that individual. For this reason, despite showing good results and still being a good strategy, only quantitative research is no longer enough to deeply understand a customer’s experience with a brand.
Understanding human behavior is not an exact science, and if a brand really wants to get to know its customers in depth to make the most efficient business decisions, it needs to go further.
And when it comes to going further, we at Ecglobal are experts. Integrating market research, CX, content marketing and Social CRM tools and functionalities, our company is a pioneer in connecting people and brands to generate collaborative intelligence in an extremely fast and agile way.
Generating Human Insights through continuous – and real – connections
With the evolution of its own social network, ecglobal.com, with more than 1 million users throughout Brazil and Latin America, Ecglobal has invested in generating human insights through the combined use of market research tools, gamification and social networking functionality to generate continuous collaboration.
“People must be at the center of decisions and our social network creates an enabling environment for this, connecting people and brands to generate continuous collaboration so that assertive business decisions are made.” – Adriana Rocha – CEO & Co-Founder of Ecglobal.
Thousands of people engaged to be consulted 24×7
Having an Ecglobal Community is like having thousands of customers commenting on your brand 24/7. With this tool, it is possible to make inquiries in real time about new products and services, test campaigns and packaging, and most importantly: get to know the preferences in depth, understand the purchase journeys and the behaviors of your customers in the most diverse contexts
Benefits of an Online Community
Through Online Communities, Ecglobal allows brands to get to know their customers in depth, being able to talk to them, learn about their pain, observe their actions and identify the most effective actions to generate emotional connection.
You can even find out what didn’t work in certain strategies and quickly recalculate the route more efficiently. Another opportunity is to be able to deeply segment your audience to get to know them in depth and define the clusters you want to reach according to the strategy defined for the moment.
Having an Ecglobal Community means being able to deeply understand the pains and expectations of customers, being able to observe attitudes and behaviors towards your brand, understanding the gaps between planned and real experiences, identifying challenges that your own customers can help solve. All the creative potential of your best customers can also be harnessed through co-creation exercises.
One of our strategies through Ecglobal Communities is to ensure a mix of “think”, “feel” and “do” activities in the community, through posts, challenges and gamification dynamics and surveys. In this way, consumers help brands’ marketing and business teams overcome deep-seated biases by sharing real-life consumer experiences.
Our team encourages community members to share their frustrations, needs, aspirations and habits in the here and now, generating human insights and providing brands with knowledge about what they think, feel and do. This engagement of community members is fostered through important pillars, which include Belonging, Fun, Vanity, Challenge and Reward.
The process behind our communities…
- Create gamification and content strategies that will engage members combining fun, learning, socializing, challenges, unlocking a sense of belonging and purpose, ultimately creating a new habit of participating and collaborating with the community.
- Develop ongoing conversations and activities that will uncover your memories, emotions, thoughts, biases, value system and behavior.
- Conduct interviews (1-2-1) and qualitative exercises (Labs, Diaries, Video Ethnography) that will deepen knowledge and effectively help you get inside your customers’ minds, understanding their wants, needs, feelings and motivations.
- Find the connections and make the connections between all the seemingly random points of information by tying together the pieces that make sense.
- Tell a story that answers the main questions you want to know.
Interaction profiles in Ecglobal Communities
MainStream (80-90%): can support brands in a range of business challenges, from tactical to more strategic, and at more different stages of a project.
Betas (9-10%): Are content curators, don’t miss out on community challenges, and have a passion for one or more categories. They may have a cutting edge lifestyle, or they may be part of a subculture and may articulate what is new or next.
Creators (1-2%): Bring the outside perspective needed to come up with truly new ideas. They love solving brand challenges with fresh thoughts and creative ideas.
Discover the types of Social Networks and Ecglobal Online Communities and discover the best solution for your brand. There are several tools and features that can be developed to connect you to your audience in an assertive way.
Schedule a demo of our platform with our team of experts and receive a complete presentation of our communities solution. Send an email to contact@ecglobal.com or call our office in São Paulo: (11) 99159-7949.
