Participación de la comunidad

70 + técnicas para crear una comunidad en línea atractiva
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¿Qué es la participación comunitaria?

En pocas palabras, la participación de la comunidad se trata de crear un conjunto coherente de procesos para nutrir a los miembros e invertir en el desarrollo de los miembros. Una comunidad comprometida impulsa relaciones más fuertes y la retención de miembros que impacta directamente la lealtad y el valor de por vida.

Mientras que los miembros de una comunidad comparten una pasión común, cada comunidad es única debido a las experiencias distintivas, aspiraciones, metas y el valor esperado. Esto significa que la estrategia de participación de la comunidad se adaptaría en función de la comunidad y no existe una estrategia global.

Dicho esto, esta guía exhaustiva para la participación de la comunidad lo inspirará y ayudará a moldear su estrategia seleccionando lo que podría funcionar para su comunidad.

¡Vamos a sumergirnos ahora!

entender

Comprometerse con la comunidad comienza con una comprensión profunda de los miembros porque siempre se trata de los miembros, no de su negocio. El beneficio comercial que obtiene de la participación de la comunidad es el subproducto del valor que entrega a los miembros. Siga leyendo para explorar cómo puede comprender mejor la dinámica de la comunidad y establecer una base sólida para la participación.

  • 1. Discuss with a selected number of members and interview them to learn about their challenges and the direction they want the community to take.

  • 2. Extract the common elements from the interviews and craft a survey (e.g., polls) to validate the ideas on the broader set of members.

  • 3. Establish a process to continuously connect with members at different community lifecycle stages to understand the needs. For example, someone who is a lurker would have a different need in comparison to someone who is a prolific contributor.

  • 4. Consider expanding the coverage of your community into a wider range of topics as your community evolves with time and grows. For instance, a community dedicated to marketing practices can also introduce a section for lifehacks. But, this decision needs to be taken only after deeply studying member behavior.

Generar confianza

Escuchar al cliente y comprender sus necesidades es crucial; sin embargo, debe mostrar que va a actuar según los comentarios. Este es el trampolín para cultivar la confianza y cerrar el ciclo de retroalimentación.

  • 5. Act on the feedback, take steps to incorporate the changes, and communicate the same.

  • 6. Showcase how you take care of data privacy and regulations by implementing various compliance tools (e.g., Cookie Consent and features to comply with GDPR).

  • 7. If you are processing payments, emphasize the security guidelines (e.g., encryption level) you are following and showcase the official badges or logo of your payment processor (e.g., Stripe).

  • 8. Create polls asking for feedback on different topics related to your product. For example, you could ask which third-party integration your customers need the most.

  • 9. Ensure that members are empowered to have their say in the direction of the community and show that their voice is always heard.

a bordo

Cuando un invitado llega a su casa, no solo abre la puerta, sino que lo saluda y le muestra los alrededores. Además, se asegura de que estén cómodos y ofrece su ayuda si necesitan algo. Esto también se aplica a sus comunidades.

  • 10. Send a welcome email to greet the members and showcase important information.

  • 11. Create a guided tour to introduce the key functionalities, features, and guidelines to the members.

  • 12. Leverage the insight generated by interviewing and surveying the member to craft a message that would appeal to the new members. Use a banner to prominently display the message.

  • 13. Create prompts or a clear path for the new members to introduce themselves and post their first content. For example, an introduction thread or a group for new members to post content.

  • 14. Keep a solid mechanism to encourage the members to complete their profile and add additional services that help you with engagement (e.g., connecting Telegram channel).

  • 15. Create a video explaining your community, what the members would gain from the community, how to conduct and contribute to the community. You can add testimonial in the video to reinforce the value and leverage social proof.

  • 16. Set up automated email sequences to introduce key elements of your community in small chunks.

  • 17. You can also create a buddy program in which a new member can get guidance from the experienced members.

Habilitar expresión abierta

Crear un espacio seguro y alentador para que los miembros se expresen es primordial ya que el contenido generado por el usuario es lo que impulsaría a su comunidad.

  • 18. Create channels (e.g., “speak your mind, “show and tell”) in the community to enable the members to share what matters to them, their experiences, post feedback on the community as well as your offerings.

  • 19. Create a space for the members to showcase their best tips based on the domain in which you are operating. For example, if a Community of Practice operates in the customer success space, a dedicated space could be created to share the best tips on churn management.

  • 20. Encourage users to ask good quality questions and emphasize that asking questions can be as effective as posting questions. This can help when you have members who are not confident that their expertise can deliver the right answers.

  • 21. Integrate the community into your website and product so it is frictionless for the user of your product to participate in discussions (without separately opening up the community website).

notificar

Las notificaciones son fundamentales cuando se trata de que sus miembros vuelvan a la comunidad para mejorar la retención y la participación.

  • 22. Reach your community members via notifications on messaging apps and allow them to interact with the community right inside the messaging app.

  • 23. Deliver email digests based on the members’ preferences and activities to bring them back to the community so they interact with content that interests them.

  • 24. Send instant email notifications whenever the members are interacting with the content. For example, if a member has posted a question and another member answered the same, then an email notification would be sent that someone posted a response or commented.

  • 25. Send in-community notifications to the members for answers, questions, comments, mentions, and more.

  • 26. Send browser-based notifications and leverage cloud messaging solutions like Firebase to reach members on mobile devices.

Aplicar gamificación

Las técnicas de gamificación se utilizan ampliamente a través de las empresas para mejorar el compromiso y esto funciona especialmente bien en las comunidades en línea para promover competencias saludables.

  • 27. Set up automated gamification techniques for common activities, like awarding badges when the member creates five posts, replies, or gives upvotes on another member’s post.

  • 28. Boost the ego and social status of the members by providing special privileges. For example, the most helpful and active member could be promoted to become a moderator.

  • 29. Involve your internal team to give special personalized treatment and publicly acknowledge the good contributions of a member. Start off by thanking the member in the community.

  • 30. Apply special badges when your superusers and advocates create detailed content to help peers. This type of content also helps in deflecting support tickets, so they are highly valuable.

  • 31. Bring in the colleagues into the community since they might have a certain expertise that the community management team might not have. Reward them for participating as well!

  • 32. Every time a member of community likes, comments, shares, or posts, they should be awarded a number of points according to each action. Based on this, you can create a leaderboard system.

  • 33. Set up an MVP (Most Valuable Person) program to recruit the most active and empathetic members to help with community management, advocacy, and promotion. Check out the Spotify Rock Star program for more inspiration.

  • 34. Create exclusive groups and add members to those groups when they hit certain milestones in terms of the contribution. For example, a group for the members who got 1000 upvotes for a single post.

  • 35. Consider adding rules for staying in a group -- those rules could be configured to remove members when they become inactive in those groups.

  • 36. Literally play games with your members. For example, if you made subtle changes to the product or community UI, then ask the members to spot the difference between new and older screenshot.

  • 37. Offer swags to the members based on an acquisition milestone. For instance, you could send goodies to every 1,000th member.

  • 38. Give points to the community members when they share your community content on other third-party sites and popular social networks.

Correr competiciones

Las competiciones son otro tipo de técnica para promover actividades comunitarias e incentivar a los miembros a tomar ciertas acciones. Sin embargo, este no debería ser el principal impulsor de la participación comunitaria.

  • 39. Post a challenge and reward the members who solve the challenge most effectively. For example, the challenge could be around creating something using your product. If you can reward with virtual currencies that can be redeemed to purchase your services, it’d have added advantage.

  • 40. Leverage Fear of Missing Out (FOMO) by posting short-lived offers and prompt the members to take action. For example, if you are running a sale on your e-commerce store, you can post an exclusive offer for your members and in return ask them to spread the word.

  • 41. Consider running a “caption this” contest to encourage your members to comment on the images and GIFs and improve brand engagement.

  • 42. Set a scavenger hunt by hiding clues in your posts and offer a reward to the members who are able to find the right answers.

  • 43. Run a customization content and encourage users to showcase how they are customizing your solution. It can apply to anything from sneakers to software products.

  • 44. Create a trivia contest by posting questions around your product, company, or domain in which your business operates. That way you are educating as well as improving the community engagement.

  • 45. Another way to run a contest is to encourage members to fill in the blank. You can post a statement - “My favorite part of working with <product name> is _____” and ask members to post the complete sentence based on their experience. This can be a way to gather feedback as well.

  • 46. Run a contest by asking members to associate your brand with celebrities. A great way to assess the members’ perception of your brand personality.

Moderadamente sensato

La moderación es fundamental para garantizar que su comunidad se mantenga a salvo de los spammers. Además, le ayuda a controlar y erradicar a los miembros que podrían dañar el compromiso en su comunidad al desmotivar a otros miembros.

  • 47. Ensure that you have a solid community guideline and members are aware of the code of conduct. You can include the link to the guidelines during the onboarding process.

  • 48. Never put a blanket ban of the type of content -- the last thing you want for your members is to be apprehensive of posting content out of fear.

  • 49. Promptly take care of the reported content and use the judgment to take action. For example, a content border on self-promotion might be actually a vital content for the community.

educar

Un cliente que entiende claramente las soluciones que ofrece y exactamente cómo aprovechar todo lo que tiene a su disposición es el que puede considerar plenamente capacitado. Con el empoderamiento viene la confianza y la creencia de que pueden recomendar el producto a otros. A continuación se presentan algunas de las formas de educar a los miembros.

  • 50. Create webinars to showcase how your offerings add value and share the same in your community to propagate the message.

  • 51. Create resources based on problems that your members are facing and share in your community. For instance, if your support team is receiving high volume tickets related to a specific issue, you can create questions in your community, provide answers, and facilitate discussions.

  • 52. Invite industry leaders to your community and conduct AMAs to help the members learn best practices.

  • 53. Create a section in your community to allow members to share their experiences and learnings so the peers can also get the benefit.

  • 54. Send monthly or bi-weekly newsletters with the best content curated from the community.

  • 55. Host AMA sessions by inviting your product team and directly connecting them with the customers. This is also a great opportunity to unlock the tribal knowledge base.

  • 56. Ensure that the most popular and high-quality posts in the community are clearly displayed and easily accessible. This prompts the members to actively participate and contribute. For example, you can create a section called “Editor’s pick”.

  • 57. Use your superfans to share video testimonials about how they use your products and how your product makes their lives easier.

  • 58. Empower the members to request answers to other members with the right expertise. In fact, if the community platform can automatically detect the expertise of the member and suggest the right members to get answers from, the community engagement can increase automatically.

  • 59. Create Product Therapy sessions to address the ambiguous sections of your product and areas in which your customers are facing the maximum difficulty. You can source the pain points based on the support tickets and customer communication.

Diviértete y celebra

Es importante disfrutar y celebrar en su comunidad ya que los momentos de éxito deben compartirse y apreciarse en la comunidad para inspirar a los miembros.

  • 60. Showcase how the existing members are achieving different milestones and successfully implementing your solutions. Celebrate the small bits of success with the entire community.

  • 61. Create content that would most likely drive engagement based on the data that you gather from the way different posts perform in the community. For example, content from certain topics and themes might generate better engagement in comparison to others.

  • 62. Look into the content formats like videos that are more engaging than traditional formats such as text and images. For example, you can create video-based online sessions as icebreaking events.

  • 63. Create live streams on specified days or special occasions to involve the community members with your brand. For example, if you are celebrating Halloween, do a live stream to keep the members engaged with your internal event.

  • 64. You can also schedule a time to hang out with the members in a virtual set up via Zoom call. Consider this as a digital event with all the things that an in-person event would have.

Crea redes valiosas

Las redes son el elemento vital de su comunidad: cuantas más conexiones intrincadas, generalizadas y valiosas forme en la comunidad, mejor será el compromiso. También tiene un gran impacto en la longevidad de la comunidad.

  • 65. Enable members to follow or connect with each other so they get notified whenever there is an update.

  • 66. Create sub-communities or niche interest-groups inside the community to bring like-minded people closer and enable yet another channel for member discovery. A popular way to approach this is to create groups for members from different locations.

  • 67. Ensure your internal team is not always jumping first into the discussion or responding to criticism. If you hold back and let a community answer and solve the issue via peer-to-peer value delivery, it’d have a much powerful impact on networking.

  • 68. Create “Happy Hour” hangouts via virtual meetups by randomly grouping different members and enable networking.

cultura de acogida

Crear y establecer una cultura comunitaria es muy valioso, ya que eso establecerá el tono y la forma en que los miembros interactúan entre sí. Y los nuevos miembros adoptarán esta cultura para asimilarse bien.

  • 69. Consider assigning a name to the members of your community. For example, avid users of popular social Twitter, are called “twitterati”. This type of symbol and internally used terms can uniquely bind the members.

  • 70. Create a “Cheers for peers” space for the members to nominate a peer who has been the most helpful to them or to the community overall.

  • 71. Set an internal culture to ensure that every question receives an acknowledgment or a form of response within 24 to 48 hours.

Únase a las principales empresas que empoderan a su comunidad utilizando Tribe plataforma.