Artificial Intelligence and Community building
Communities are groups of people who share common interests and interact with each other through various means of communication. Communities are everywhere and have been around for centuries, playing an important role in shaping the world we live in today.
Businesses can increase their reach, build their brand, and create a loyal customer base by connecting with customers on social media or online forums.
Engaging users is key to building successful online communities. By applying the right strategies, brands can encourage members to share their insights and help improve the company's services and products. Using artificial intelligence, community managers can automate many of their tasks so they have more time to focus on nurturing new users.
In this article we will look at the importance of building community for a Brand and how AI can support organizations in the process
Key Elements of Community Building
To build a community for your brand, you need to have the following traits:
Define the core values of you and your community
Go live on a regular basis (minimum once a week)
Use common language of your target audience (Through qualitative studies and conversations, you identify pain points and needs of your audience)
Co-Creation of Content (Integrating and tagging people that you interviewed in your podcast and from Q&A sessions)
What are the benefits of Community Building?
When we talk about Community Building, we need to differentiate between Demand Capturing and Demand Creation.
When a potential customer is actively searching for a product, they're hot prospects, and business owners try to capture their attention. This is called demand capturing. It's not easy because many companies are competing for this same customer online. However, Demand Creation is more interesting because through educational content, you earn the trust and train your audience to buy from you in the future.
The benefits of community building are:
Helps to create a sense of belonging
Gives people the opportunity to learn more about themselves and others
Builds trust, empathy, and understanding
Artificial Intelligence supports Community Building
For community managers, managing communities can be repetitive, time-consuming, and taxing. Fortunately, artificial intelligence technology can help moderate all activities taking place in the community, even when the manager is away.
When a customer searches for a product on an AI-embedded community, machine learning auto-detects their search intent and presents the most relevant search results. Each data point of the customer’s purchase history, previous communication with the brand, etc enables AI to better understand their needs and create personalized experiences.
Developing a fluid community architecture: Before the introduction of artificial intelligence and machine learning, communities were pretty restricted in their scope. The emergence of social networking helped in developing a multi-channel approach to communicating with people. By incorporating AI in communities, specific zones can be created around discussions and maximum engagement can be extracted.
Artificial intelligence can add value to a community by enabling personalized experiences. By acknowledging user demands and interests and tailoring personalized experiences, the users will get a sense of belonging which will promote loyalty and trust.
By allowing members to interact with each other and share experiences, communities create a dynamic environment where members can help each other solve issues they face with products or services. This approach helps lower the overall operational cost of running a community by taking many routine support issues off the back of the community manager.
Finding brand advocates is hard work. Community managers have access to data that can be used to find the most active community users, but finding the right one can be time-consuming. This is where AI jumps in. AI enables community managers to filter out volumes of data by showing the most relevant information first.
Conclusion
Integrating AI with online communities not only leads to increased CSAT (Customer Satisfaction) and customer engagement but also helps in automating the most time-consuming tasks. As a result, community managers can invest more time in developing deeper connections with members, who are able to provide valuable feedback on their expectations from the brand.
