We had an exclusive interview with Biswajeeta Rath – Online Community Specialist at BMC Software on 10 July. She has been building a global marketing community focusing on developing meaningful relationships.
In this exclusive chat with Biswajeeta, she shared:
- Her journey as a community manager.
- Tips for moderating a global marketers community.
- Benefits of marketing background for building a global marketing community.
Are features like gamification and rewards essential for you to build your online community? If so, then try LikeMinds today!
How Did Community Management Become A Part of Her Journey?
Biswajeeta is a really curious person. She started her career as a content writer. Then she tried her hands on client management, digital marketing forums, and social media. But she kept asking what to do next, and she finally entered the world of Community Managers.
She was a part of the social media world. But she had never touched paid advertising for a global marketing community for professionals.
Then someone reached out to her to manage a global marketers community of 1.5k members in a Facebook group. Their digital marketing community was full of spam. So he asked her what to do and wanted her help. So she was hired as a Community Manager.
But she didn’t know how to manage a global marketing community for professionals. She started by moderating the posts. Then she researched the social media world of community marketing ideas and community marketing concepts.
While researching, she realized that the digital marketing community is a popular field in the United States and the United Kingdom. She also started reading a book. It was a difficult time because there was little to no content related to global marketing community management in the media world 2.5 years ago.
And then, she met Paras, Community Manager at LikeMinds. He introduced her to Community Folks. That is how she got into the social media world of global marketers’ community management.
Her Story In Her Own Words
For the first six months, Biswajeeta had no idea that global marketing community management was a field. Slowly, she realized that things could flourish product marketing professionals to join top growth marketing communities.
In her words, “It was a hell of a ride, and I learned a lot. And that is why I am still here. It is all about serving the people. And I feel like the community is everything that marketing wants to be, dreams to be. The authenticity and the transparency that the community helps in flourishing, you cannot do that with marketing. You connect people that is like the best thing ever. Thank god I’m into communities right now.”
She also added, “If you ask any community manager in India, you will find that they are all from various backgrounds. And that is a beautiful thing because we need people from various backgrounds. And we also need communities from all these vast fields.”
What Are The Tips From Biswajeeta To Manage Unmoderated Communities?
Biswajeeta shares a few tips that are universal and apply to all the global marketing community professionals. Whichever community you are starting, the first thing that you should think about is the rules.
The moderation rules, boundaries, and guidelines are important so that one can enforce them in the network marketing community. The growth marketing communities have a lot of trust in the members as well. Hence, these rules are necessary.
The other thing is to establish the community canvas. Biswajeeta got to know about it a year after working in the global marketing community. It is a canvas of things that one should do when they are starting a global marketing community for professionals. Like a minimum viable product, these global marketing community canvases are called a minimum viable global marketers community.
One should also have a mission as to why they are getting those people together. One should have a vision of their global marketers community. This helps with the purpose and direction that can get top product marketing communities to join in.
Four Hacks For Global Marketing Community Engagement
1. On-boarding sequence
Via the onboarding sequence, you can ask people to introduce themselves. The community marketing manager can explain the rules and guidelines. People need to know what they should be doing and not be doing. We can also introduce Buddy systems to incorporate human touch for the networking marketing community.
They are an important part of any global marketers community. Just keep a theme and interact within your digital marketing community of digital marketing professionals. It could be weekly or monthly. It can be any kind of motivational activity.
So, in every network marketing community, there are different types of members. In different tiers, we have lurkers, active users, contributors, etc. Here also a funnel is working. For example, in the social media world, in a digital marketing community of 200 people, only 5-10% are active. So the trick is to incentivize those people to get more contributions from all the members. And this is where gamification comes into the picture.
Also, this is where Facebook lacks certain essential features. In most of the marketing community engagement platforms, we can set up gamification in a good manner. But, on Facebook, they have their own set, and we cannot customize it. Gamification talks about rewarding your inner circle. The 90-9-1 rule is where your relationship grading comes in and provides you with insights and metrics.
And if you are not satisfied, then you can just go ahead and build better relationships with the digital marketing professionals who are very active in your digital marketing community.
4. Super Users
It takes time, and relationship building is not easy. One has to do it no matter what. This brings us to Super Users. In companies with good marketing strategies, you give the torch to the super users. They are active members and you can trust them with your work.
You allow them to do whatever they want within the global marketers’ community. Nonetheless, they do need to follow the established rules and boundaries set up by the community marketing manager. In super users, the community marketing concepts of status and ego come into the picture. And this is where human psychology comes into play.
According to Biswajeeta, if one is taking care of these 4 hacks and putting in the hard work, then their digital marketing community will be one of the best marketing communities in India. It will also be a good place to be a part of.
What Intersection Does Biswajeeta See In Marketing Background And Communities?
In a community worldwide marketing plan, some growth marketing communities are at the top of the funnel. If you look at the marketing funnel, there is a top, middle, and bottom. For example, at the top of the funnel, we have one of the top communities to join for product marketing. One such community is Fitters Facebook Group. They are a digital marketing community of around 5 lakh members.
And it is a good awareness tool for them where they are getting the fitness freaks together with the coaches. And they are talking about their health with each other. These community marketing concepts are acting as a very good top-of-the-funnel marketing community engagement tool for the company. And that is how they have been growing in the social media world of digital marketing professionals.
Through the funnel, people are getting to know about the brand in the Facebook group. And if they need anything personalized, like direct chat, they will go to Fitter where they can just buy those customized packages. It acts as a very humanized form of marketing community engagement. Getting the fitness gurus and people talking to everyone over there for creating awareness is driving their community.
Benefits Of A Global Marketing Community
Biswajeeta thinks that a lot of people have super fans. So the super users might have some advocates. And they can jump in and talk to other members who are coming in. But they are getting advocates through the global marketing community.
So if you have any campaign for a new launch, for example, a personalized diet plan, then they can just talk to their advocates from the global marketers’ community for the case studies and testimonials. You have a ready set of advocates from within the global marketing community. This is how it is a weapon for the digital marketing forum.
Apart from that, we can get a huge amount of user-generated content, from the members themselves. It can be used to fill the social media calendars, promote new campaigns, the blogs of the global marketing community, social media posts, etc.
If you’re still searching for a platform that helps you monetize your community efficiently, then visit the LikeMinds website and get in touch with us.