Stop and ask yourself why you’re building a community in the first place. Because everyone else is doing it? Well, you shouldn’t create a community just for the sake of it simply to keep pace with your competition.
Community-building should ultimately serve a business goal and impact your bottom line. One of the best ways to leverage community is to drive revenue through customer retention.
Start by figuring out where community lives in your business and measuring its value. How do you measure ROI? That’s a question we hear every day, and we point to the SPACE Model™ to help you start measuring community success.
We know it can feel daunting to drive customer retention with community, but it can and has been done by business greats like Zynga and eBay. Smaller businesses have also tapped into community growth – and as a result, tapped into unbelievably high member retention and engagement.
Want to know how they did it? Follow along and get inspired with these case studies.
Case Studies
How to Drive Customer Retention Using Community with Lessons from Zynga and eBay
In order for communities to help retention, your organization needs to accept that community helps drive business. Make community front and center by really listening and connecting community with your production.
How GrowthHackers(.com) Uses “The Hook Model” to Foster Incredibly High Member Retention
To get customers in the habit of returning and contributing, use the Hook model to move your product’s users through a continuous loop.
An Inside Look at Foursquare’s Strategy for Building a 40,000-Member Superuser Community
Foursquare uses a super-user community primarily to meet support goals. The big takeaway here: pick one business case for your community, and start there.
Lessons in Building Movements Through Community Action from Douglas Atkin, Global Director of Community at AirbnbEvery community needs a strong mission statement which unites members and represents what they stand for.
From the Blog
5 Steps to Organizing a User Group Program That Will Increase Retention 15%+
Organizing a user group program can help connect customers who want to meet each other and use your products, but they aren’t for lead generation. Instead, user groups are useful for engagement and building stronger communities.
From the 2016 Summit
Michelle Leblanc: Increasing Retention and Referrals Through Community
Tapping your own employee community can help drive referrals and recruitment in a crowded marketplace.
Claire Arthurs: Driving Retention and Referrals Through In-Person Events
Rely on community to help you disrupt your industry, rebuild trust and develop relationships.
CMX Summit
CMX Summit is the premier conference for community professionals, founders, and organizations. Reserve your seat at CMX Summit 2021 today!
