The State of Indian Community Management is the first-ever study on the impact and growth of online communities in India. LikeMinds, after an arduous but gratifying task, curated this report after studying the insights that came from 180 community builders in the country.
Communities have been functioning in India for more than a decade now, but the trust shift is happening in communities towards growing and retaining their customers. Hundreds of community-builders who stated of building independent communities are planning to pursue it on a full-time role. The vibrations of the wave that has been sweeping the global community industry are being felt in India, finally. In today’s newsletter, we share a few insights from the SOICM survey report.
Independent communities are communities that are run by individuals or a group of individuals and are not owned by any brand. The SOICM report by Likeminds found that 48% of independent communities are monetized. Another key metric that came out was the fact that 47% of independent communities had scaled their online communities to at least 1000 members.
Brand Communities are managed by an individual or group of individuals and are owned by a brand. While such communities primarily exist for customer retention and engagement, an increasing lot of communities are leveraging the power of communities for product innovation and building by involving such communities.
When asked about the goal of brands in engaging communities, 28% of respondents stated customer success and education as the numero uno priority followed by 25% aiming for customer retention.
The Pandemic’s Effect on Indian Communities
Communities in India are growing and the pandemic has acted as a catalyst in its exponential growth. A striking 59% of communities said that their communities are growing rapidly or at the same rate despite the pandemic. Not simply that, the leadership teams have started viewing communities as an integral part of their organization due to the pandemic.
Are Community Teams Expanding?
Here’s the optimistic stat! 40% of the brand community builders shared that the community teams in their organizations are growing and more than a quarter of the independent community builders said that their community size has seen a significant spike.
An interesting stat that came to the fore was that during a post COVID setting, independent communities were keen on investing more in their online spaces rather than offline whereas brand communities were willing to apportion an equal amount to both their online and offline platforms.
Rise in online events
Webinar fatigue is on the rise. More than half of the community builders who took the SOICM survey said that their members are experiencing exhaustion in attending webinars and other virtual community events post the hit of COVID-19. Now, this is an alarming fact as events serve as spaces for community members to better connect and bond with each other.
In terms of value addition, most members said that hosting events facilitate better relationships among the members followed by 28% sharing that they improve member engagement and advocacy.
- The Community Industry has started to pick up in the last 3 years
- Organizations have now started viewing communities as a more vital of their cogwheel and invest accordingly
- Communities in India are consistently measuring their success on a weekly/monthly account taking key metrics(primarily active members count) into account
- Hybrid communities are here to stay as per the respondents as a post COVID scenario will facilitate growth in both online and offline spaces.
- Formal Community Management Training is the need of the hour to increase awareness
- More sensitization also needs to be brought in on self-care resources and best practices for community builders when burnout in this industry grows
To get all the stats and insights about the Community Management Industry in India, download the full SOICM report now.