Dynamic community journey

[Arzina333]

Needs we didn't know we had
Through social media and other channels we often read about the purchase of a product by someone in our network. A product that sometimes perhaps satisfies a need that we do not even know we have. Because the people in our network take us along in their search for the right product, it is now also very possible that we do not enter the first phase of the purchasing process.

We are already aware of the need and have already seen various brands pass by. By linking the sales funnel to the dynamic customer journey, we can enter at any point in the purchase cycle from where we continue our journey.


Dynamic community building journeyThe model that is central to this article is able to take the target group from every starting point of the purchasing process to the next step. The model is not so much focused on the individual consumer, but on communities. By analyzing which phase of the customer journey a community is in, the community can be taken to the next step. The goal is to eventually arrive at an offline action: making a purchase or coming to a restaurant for dinner.



Engagement and influence
Influence techniques for community buildingThe goal hong kong phone data of the model is to engage with the target group online and ultimately move them to offline action. This movement is initially initiated by looking at the different levels of engagement. By linking these levels to Robert Cialdini 's influencing techniques , it does not matter which phase a community is in. Each phase has a different level of engagement and different influencing techniques fit in with that.

Ongoing process between the organization and the target group
The idea behind the model is that there is an ongoing process between the organization and the target group in a community. This process starts with the creation of awareness, in the phase in which the need is defined, and ends with the creation of loyalty after the actual purchase or offline action.

In the traditional sales funnel, the process stopped here. However, after the purchase, the target group moves back to the awareness phase. Because it either influences another consumer, or because an awareness process for another product or service is started.