In today’s digital age, brands are increasingly recognizing the value of cultivating online communities to foster engagement, provide support, and drive brand loyalty. This shift towards community-driven initiatives reflects a growing consumer preference for authentic interactions and peer-to-peer support. Companies like Intuit, Women in Tech SEO, and the Content Marketing Institute are leading the way in leveraging community-led approaches to enhance their brand experience and support their audience.
Intuit: Empowering Community Champions
For over a decade, Intuit’s TurboTax brand has been a go-to resource for individuals seeking answers to their tax-related questions. However, a few years ago, Intuit recognized an opportunity to expand its online support forum into a year-round community focused on personal finance. This transition was driven by the growing demand for community-driven support, with 84% of US and UK consumers turning to online brand communities for assistance and resources.
Unlike traditional brand-driven communities, TurboTax’s approach was unique in that it encouraged community members to actively participate by answering questions and sharing their expertise. Additionally, Intuit launched the Intuit Community Champions program to recognize and reward its most active members. These champions, selected based on their contributions and engagement, receive special recognition, exclusive offerings, and opportunities to connect directly with Intuit employees.
The success of the Intuit Community Champions program is evident in the numbers. In just one year, champions provided over 55,000 answers in 90,000 conversations, with most threads receiving a response in 30 minutes or less. This high level of engagement not only improves customer satisfaction but also enhances the overall community experience, driving a 35% increase in engagement.
Women in Tech SEO: Investing in Community Support
Founded by Areej AbuAli, Women in Tech SEO is a community-driven organization dedicated to empowering women in the tech industry. With thousands of members worldwide, Women in Tech SEO has established itself as a leading resource for networking, mentorship, and professional development.
To support its growing community, Women in Tech SEO has invested in contracting with community members to assist with various projects, including podcasts, workshops, and newsletters. By tapping into the expertise and enthusiasm of its members, Women in Tech SEO is able to expand its offerings and provide valuable resources to its community.
While Areej remains actively involved in managing the community, she recognizes the importance of empowering members to take on leadership roles and contribute to the group’s growth and success. By fostering a culture of collaboration and shared responsibility, Women in Tech SEO has created a vibrant and supportive community that continues to thrive.
Content Marketing Institute: Community-Led Conversations
The Content Marketing Institute (CMI) is another organization that has embraced community-led initiatives to enrich its brand experience. Four years ago, Jeremy Bednarski was asked to host the CMI Slack channel, where he facilitates daily conversations and prompts discussions among members.
Jeremy’s approach to community leadership is rooted in listening, flexibility, and empowerment. He encourages members to actively participate and contribute to the conversation, recognizing that the strength of the community lies in its collective knowledge and expertise.
By empowering community members to lead conversations and share their insights, CMI has created a dynamic and inclusive community that provides value to its members and strengthens the brand’s reputation as a trusted resource in the content marketing industry.
In conclusion, the success of brands like Intuit, Women in Tech SEO, and the Content Marketing Institute demonstrates the power of community-led initiatives in driving engagement, fostering collaboration, and building brand loyalty. By prioritizing the needs and contributions of their community members, these brands have created valuable resources and support systems that enrich the lives of their audience and strengthen their connection to the brand.