Community engagement within your business in a covid19 environment.
By NICK JOHNSON
Savvy businesses have long realized that money incentives are often not the best motivational rewards for their staff or customers.
Rather a sense of belonging and creative achievement often motivate people to a much higher degree.
In the past functions were held to conect staff and clients/customers to engender a sence of belonging.
Many great ideas and referrals sprang from the simple back yard barbeque function.
Since the advent of covid19 restrictions, many businesses have turned to platforms like Zoom to keep connected with their staff, who now work from home. However the personal connection between the business and customers has suffered immensely.
Many businesses make the mistake of using public social networks as the only strategy to run a community.
Who can blame them? Social networks can and do connect their different customers with each other.
However, these public networks pose quite a number of problems like trolling and other antisocial behavior.
Therefor you have to consider them as just another cog in a larger machine.
So, what else should you add to your community strategy?
- Self controlled Groups created on Community Network Sites.
- Motivate your staff and clients/customers to take an active part within the groups.
- Don’t market your product to your group – rather analyze the needs of your group members.
- Fulfill your group members needs.
The science behind this concept of what motivated us, is clearly defined by career analyst and author Dan Pink in his Ted Talk.
Watch the following video here:
Here are a couple of snippets of the transcript:
There is a mismatch between what science knows and what business does.
And what worries me, as we stand here in the rubble of the economic collapse, is that too many organizations are making their decisions,
their policies about talent and people, based on assumptions that are outdated, unexamined, and rooted more in folklore than in science.
And if we really want to get out of this economic mess, if we really want high performance on those definitional tasks of the 21st century,
the solution is not to do more of the wrong things, to entice people with a sweeter carrot, or threaten them with a sharper stick.
We need a whole new approach.
The good news is that the scientists who’ve been studying motivation have given us this new approach. It’s built much more around intrinsic motivation.
Around the desire to do things because they matter, because we like it, they’re interesting, or part of something important.
And to my mind, that new operating system for our businesses revolves around three elements: autonomy, mastery and purpose.
Autonomy: the urge to direct our own lives.
Mastery: the desire to get better and better at something that matters.
Purpose: the yearning to do what we do in the service of something larger than ourselves.
These are the building blocks of an entirely new operating system for our businesses.
building a great customer community can reap many benefits for you, your company and your community members.
Once you’ve established what your key objectives are for your community, ensure that your customer community group is provided with the incentive to engage with its members. You need to provide the leadership and the functionality that will enable you to execute on those key objectives.
We’d love to support you in making it happen.