Placing the customer at the center of the business increasingly conditions companies' strategies. Establishing conversations with consumers and allowing them to comment on commercial offers to the point of causing a change in a launch This is something that seemed impossible years ago, no matter how much the gurus of the moment endorsed the ambitious and utopian phrase »the markets are conversations». They were the lifelong forums, converted into communities online, those who demonstrated that thousands of anonymous users were willing to help , to collaborate with each other and to give recommendations for improvement to a company.But this was no surprise, the co-creation of content had already paid off, that if it was something unexpected it is that this happened around a telco brand like Orange that, through the orange community and with just a few basic rules of behavior, I succeed in creating a community of users/clients in which reciprocal help and the generation of positive content has become the norm.
Related Juars belongs to the privileged group of super users and has become in reference for the rest of the community. Incident solver, youtuber, Apple expert, etc.It is common to see him leading the rankings of activities in the Orange Community. Daniel Lopez, the administrator of the Orange Espana virtual communities, has chatted with him to tell firsthand how he was encouraged to be part of this active community and what his vision is about these collaborative environments.
-Do you remember how you first accessed the community? How did you know that the Orange Community existed?
It was a mere coincidence.I became a client of the mobile line of enjo, at that time I did not know that this brand belonged to Orange.I connected to this community to ask a first question about my line and they answered me very quickly.It was a bit Then when I discovered that Orange also had a community and how I love the world of technology, I also registered in Orange's. My activity was initially progressive until I reached the point where I practically participate daily.
»The really great thing about the Orange Community is that it is in continuous movement»
-Tester program, Youtubers Orange, Solvers, etc...There are many ways to collaborate in the Orange Community.What is your favorite?
It is very difficult to say a favorite because I am a person who calls me both technology and help in general, although, without hesitation, one of my favorite sections and, for which the Orange community has bet that of youtubers. As I have no stage fright I feel like a fish in the water helping others through videos and I confess that I had no idea of video layout and it has been great to learn how to elaborate them.I have had the help of Zonadock, the YouTube channel where I participate, in which with patience, I have been taught a number of incredible things.
-What does the Orange Community have that you can't find in other communities or forums?
Diversification of things to see, do and where to participate. One of the tricks of the community is to be multi-thematic and therefore aimed at a wider audience.The competition is characterized by being a support of doubts and solutions in the communities, but Orange is betting on something else: off topic section, where everyone can participate with news and feel totally free, cinema and series section, help, youtubers, operating systems , thematic of Orange products, contests, gifts, gamers section... The really great thing about the community is that it is in continuous movement with incorporations of new sections and I hope they continue to add more little by little.
-As a superuser you are, do you have direct contact with people in charge of the Orange community?
Sure! In fact, last year I was invited to their facilities, in September I had the opportunity to visit them at the offices of the Finca in Madrid and we had a time of »brainstorming» about the community and about the things that were being done and those that were to come.Of course, we also have contact through private messages interns in the community itself and even by mail and/or telephone.In addition, almost an annual meeting with active members is made, this year was spectacular .We had it just last month and I personally enjoy like a dwarf.
»It is a community where people feel at ease and where a positive energy is breathed»
-How would you encourage new users to register? What can they find in the Community?
Normally, in the first instance, we enter these types of communities when we have any doubts and look for some kind of solution or information about something we do not know .The first advice I give is to navigate the different areas of the community , because as I said before, they have varied sections for all tastes and colors.In addition, it is a community where, without a doubt, people feel at ease and where a positive energy is breathed.
-How do you see the future of brand communities? Do you think that those brands that know how to exploit these types of environments will have a competitive advantage over the rest?
Communities add a lot of value to brands and I think they still have a lot of potential to develop, to give their customers and »all the curious» that they are not, but in general they love technologies in their different variants, but at At the same time I think they should be energized, never stand still, always take steps to change, new proposals, different approaches to products, services, more interaction with customers through this channel... So much so that it should Being as changing in time as technology is, only then I think they will continue to have the success they have today. And I would say, they should be known even »through the bill», I am Surely many customers who do not know that the community exists can do so through an advertisement in it.
Comments
Post a Comment