Engaged society
Difficulty level — medium
3months
6specialists
Resettle your clients on a deserted island of your product. Create a separate community for users to chat in, for instance, a social network group, or a messenger channel. They can then participate in the product's life, and suggest new ideas for the service's functions and features development. This allows you to easily identify problem areas and find a simple solution for any potential issue. Both online and offline rewards will help you motivate your clients to participate. You should provide on-time detailed feedback on clients' ideas. Barclays Ring is a great example of this solution. The Gold-card holders here are a part of a club, and share their ideas on the card's functions.
Results
Client loyalty will increase
Clients will get on-time feedback on their ideas, and see that you are interested in improving the service quality.
The awareness of new users will increase
Experienced active users will help newbies adjust and learn all the benefits and advantages of your product.
You will receive feedback quicker
You can learn about potential risks, issues, and bugs at the launch of product updates via testing the product on a small targeted group.
Key Performance Indicators
Users' NPS
Measure the Net Promoter Score (NPS). This indicator reflects clients' willingness to recommend your product to others. The higher the employees' level of satisfaction is, the higher the NPS is. If NPS is above 7, everything is done correctly.
Number of users
When the number of users grows monthly, your tool works correctly, and your community interests users.
Number of bugs
The number of bugs and issues within the product will decrease if the community offers useful ideas.
Number of interactions with content
Interaction with content implies all the actions that users perform on the community page: likes, posts, and comments. The number of interactions will increase weekly if your social network functions correctly and keeps your employees interested.
Number of implemented ideas
The number of offered ideas for product development will increase if your clients are active.
Required resources
1
Copywriter
1
Project manager
1
Developer
1
Community manager
1
UX/UI designer
1
Product expert
Game mechanics
How to apply the Potion
1
Define your target audience
This way you will specify the suitable content format. When your target audience is young and tech-savvy, you need to adjust your communication style. You may even use slang to show them that you are on the same wavelength, and are open to their creative ideas. When your target audience is mature and business-oriented, then your content should be informative and newsworthy, and the communication style — official. You should also set a system of clients grouping. This can be done, for instance, through achieving a certain level in the loyalty system or by participating in certain online or offline activities.
2
Define the tool's implementation area
It is advisable to develop this tool within the client interaction portal if you have one. This way you will maintain a consistent point of information consumption and facilitate the development. Admin panel for creating communities on the corporate portal will help reduce the number of necessary resources by excluding the developers. The community builder will replace their functions. Depending on your target audience, you may benefit from promoting through related groups. We advise developing a website if you do not have such a portal. It is important to focus on the following points when you create a website. First of all, develop an admin panel. It will be useful later on if you decide to create communities for your other products. And will help you consider ideas offered by clients. You will be able to both do it yourself, and let your colleagues consider, accept, and decline those ideas. Use a news feed within the community. It will keep interaction with clients constant and engaging via feed posts. Be sure to include a newsletter and notification module, to let users subscribe to relevant content or receive news. Design a user-friendly search and publishing section for ideas by implementing categories, filters, sorting tools, and a smart search system.
3
Set up assessment and reward systems
There are several ways for clients to assess the ideas. One score may be equal to one point, or clients may have several points to spend on various ideas. You may divide your audience into two groups and implement one system after another. This way you will identify the most appealing assessment system. Then switch both groups to it. A crucial element of this tool is the client reward system. A reward may be material or virtual. If you choose a material reward, set up transport logistics as your client may be far away from you. If you choose a virtual reward, set up a system of badges, rating points, unique content access, and other rewards.
4
Launch a promotion and track the indicators
It is essential to inform your audience and correctly set expectations at the launch of the website. All clients should be informed beforehand. You need to ensure that every valuable idea will be noticed. The main point here, of course, is to keep the promise to a client. You may collect the feedback either during clients' work on the website or after the project's completion. Track indicators and adjust client expectations, behavior, and published content where needed. Clients then will eagerly come back to your website.