How Social Media Teams Can Use Communities to Drive Growth

What do big-name brands like Peloton, Airbnb, and Apple have in common? Whether they’re connecting with customers in private online groups or attracting new die-hard fans through word of mouth, they’re all benefiting from the powerful yet nearly unmeasurable effects of their branded communities — i.e. “dark social” — every day.

The challenge? We know your CEO, CFO, and other key decision-makers aren’t exactly fans of putting money and resources behind the unmeasurable, especially in the face of a recession. But with a recent Neilson report revealing that 92% of consumers are influenced more by word-of-mouth than traditional advertising, and another confirming that word-of-mouth marketing accounts for more than $6 trillion in consumer sales, it’s high time to embrace the community craze — pushback from stakeholders and all.

So, how can you cash in on communities, sell the idea to decision-makers, and make the whole thing a lot more measurable? Join us as we reverse-engineer some of the most iconic brand communities so you can use your own tribe to drive meteoric growth.

• How to set clear KPIs around community engagement to track dark social’s impact on sales, leads, and visitor behaviors
• The difference between social media management and community management and how to use both to drive growth
• The key to creating content that engages and converts community members
• How to operate a community at scale without sacrificing authenticity