Building off the popularity of customer support communities, success communities go beyond just fielding questions to actively drive increased product adoption and customer lifetime value.
These communities connect customers with each other to share best practices. They may help customers upskill how they use the product and develop strategy, or they may empower customers to become mentors and instructors.
Most common metrics:
Active users, New user/member signups, Net Promoter Score (NPS), Customer retention, Customer satisfaction.
Examples: Salesforce's Trailblazer Community, Notion Community
Engagement (External or Internal)
External engagement communities bring together a group of people around a common interest that is related to a given brand or product. Internal engagement communities are made up of employees, suppliers, partners, or vendors who work with a specific brand. Community is powerful because it gives people a common sense of identity and belonging. If a brand is facilitating that sense of identity, it doesn't matter if the community is focused specifically on their product or not — members will feel a stronger connection to the brand.
Most common metrics:
Active engagement, Conversation engagement (posts, comments, DMs, etc.), Number of event attendees, New user-generated content, New user/member signup.
Examples: Nike Run Club, Sephora Beauty Insider, Inbound Community, Google's Women Techmakers
Content and Contribution
These communities are built of people who are contributing content that makes up the product or other assets. Distributed content models are changing the way businesses function. From user-generated content to open-source platforms, distributed models allow value to be created by the masses, with the business just providing the platform. A community strategy is critical for these kinds of businesses, which explains why successful companies in these spaces.
Most common metrics:
New user-generated content, Active users, Conversation engagement (posts, comments, DMs, etc.) New user/member signup, Number of event attendees.
In a customer support community, members answer questions and solve problems for each other to reduce overall customer support costs and improve satisfaction.
This is an application of community that many are familiar with. It can take the form of a support forum where people show up with product questions and the community answers it for them. It can also provide an expert resource for users, or serve as a knowledge base.
Most common metrics:
New customers, New user/member signup, Number of event attendees, Active users, Conversation engagement (posts, comments, DMs, etc.)
Examples: Skimm’bassadors, Lululemon Global Ambassadors, Nearpod PioNears
Product Ideation, Innovation & Feedback
These communities operate as a network of ambassadors and advocates who drive awareness and growth for the business. This is where community and marketing most closely intersect. Sure, a company can tell people to buy its product. But it's much more powerful to have authentic advocates promote a product or experience. More and more companies are recognizing that they already have these advocates. If companies can connect their advocates and give them tools to be successful, they can drive massive growth and customer loyalty.
Most common metrics:
Product ideas, Feature adoption, New user-generated content, Customer satisfaction, Number of event attendees
Examples: Lyft Driver Advisory Council, Dynatrace Community, UiPath Community
Support
In a customer support community, members answer questions and solve problems for each other to reduce overall customer support costs and improve satisfaction.
This is an application of community that many are familiar with. It can take the form of a support forum where people show up with product questions and the community answers it for them. It can also provide an expert resource for users, or serve as a knowledge base.
Most common metrics:
Case deflection, Active users, Conversation engagement (posts, comments, DMs, etc.), Number or percentage of answered questions, Reduced customer support calls.
Examples: Atlassian Community, Fitbit Community, Asana Community Forum
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