From retention to commitment
Posted: Mon Jan 06, 2025 10:27 am
From the retention phase, community members can go in two directions:
From retention to identification
It is important to activate loyal members to act as an authority. By interacting with them a lot, you can formulate a goal together with them. This ensures that they will act as an authority with regard to the potential target group. The common goal ensures a clear and unambiguous message that is in line with the communication from the brand. This is important for the sympathetic image of both the brand and the authority to the potential target group.
In the final phase, you use retention to persuade the target group, which is in the commitment phase, to purchase. The most important force is social proof. Use the community authorities for this. The potential target group can identify with this and will adjust their behavior accordingly.
In this phase, scarcity can be created using a competitive element. A competitive element often involves more than just the loyal core of a community: also those who are still considering the brand. Because they see other members of the community competing with each other, they will also be more inclined to make a purchase.
Successful community building
By applying the model correctly, the community will belgium phone data be moved from online engagement to offline action. The community will go through the steps from identification to retention and then re-enter the process. Only then will there be successful community building.
The first version of my model was optimized with the help of a great panel of experts, for which I would like to thank Marcella Immers, Paul van Haastert, Jaap den Ouden, Paul Suijkerbuijk, Mischa Coster and Patrick Meulesteen for their dedication and contribution. In addition to the members of the panel of experts, I would like to thank Elja Daae, Vincent Ariëns, Boudewijn van Nieuwenhuijzen, Michiel Rutten and Suzanne van Triest for the time they invested in me to be able to test the model in practice.
My thesis has been submitted and the defense will follow in April. After the defense I will offer the thesis. If you are interested, please email me. I will then put you on the list.
From retention to identification
It is important to activate loyal members to act as an authority. By interacting with them a lot, you can formulate a goal together with them. This ensures that they will act as an authority with regard to the potential target group. The common goal ensures a clear and unambiguous message that is in line with the communication from the brand. This is important for the sympathetic image of both the brand and the authority to the potential target group.
In the final phase, you use retention to persuade the target group, which is in the commitment phase, to purchase. The most important force is social proof. Use the community authorities for this. The potential target group can identify with this and will adjust their behavior accordingly.
In this phase, scarcity can be created using a competitive element. A competitive element often involves more than just the loyal core of a community: also those who are still considering the brand. Because they see other members of the community competing with each other, they will also be more inclined to make a purchase.
Successful community building
By applying the model correctly, the community will belgium phone data be moved from online engagement to offline action. The community will go through the steps from identification to retention and then re-enter the process. Only then will there be successful community building.
The first version of my model was optimized with the help of a great panel of experts, for which I would like to thank Marcella Immers, Paul van Haastert, Jaap den Ouden, Paul Suijkerbuijk, Mischa Coster and Patrick Meulesteen for their dedication and contribution. In addition to the members of the panel of experts, I would like to thank Elja Daae, Vincent Ariëns, Boudewijn van Nieuwenhuijzen, Michiel Rutten and Suzanne van Triest for the time they invested in me to be able to test the model in practice.
My thesis has been submitted and the defense will follow in April. After the defense I will offer the thesis. If you are interested, please email me. I will then put you on the list.