Ifdy Perez is a social media strategist with a specialty in community building.
Many community managers think that the scope of work is limited to online—answering questions, comments, sharing, posting, Tweeting, emailing, etc. But your job as a community manager is to, well, manage your community. And this means managing people—not avatars.
So how do you make the connection between online and offline? Check out these six tips to give you ideas on how to reinforce your relationship with your customer offline.
1. Make One-on-One Visits
For B2Bs, making personal visits is probably the most effective way for you to reinforce your relationship. Work around your customer’s schedule, and come to their office at a time that’s works for them. Think about the impact a face-to-face meeting would make. Even if you were there just to discuss their goals, and how you can help reach them, you’d build trust. And trust is what businesses need most right now.
2. Host a Local Meetup
Bring them to you. But to bring them, make the meetup meaningful by inviting guest speakers or hosting a discussion—either way, the topic should be relevant and benefit your customers in some meaningful way. If you can host it at your office, great, but you can also see if some of your customers would host it at their offices, too. You could even invite them to be speakers. Provide drinks and a light snack, a chance to network, and an enriching presentation that will make them feel it was worth their time (at a low cost). If you hit a home run with your first event, consider making it a series!
3. Go to Their Events
Sign up for your customers’ newsletters, blogs, Facebook Pages, and Twitter profiles so you can keep up with their accomplishments, and events. As a community manager, it’s not just about your conversation with your followers; it’s about keeping up with what they’ve got going on, too. If they’re hosting an event, try to make them. Even if it’s just you, the community manager, you’ll represent your company, and show that your company cares about its customers. You’ll score major points this way.
4. Send a (Real) Card
A handwritten thank you note is so underestimated and underused nowadays. If you can include a personalized card with your orders, or send one to your customers out of the blue, you’d be adding a personal touch to an impersonal transaction. Not too many businesses do this now, so your business will stand out. Also think beyond just orders—did one of your brand ambassadors do something nice for you this week? Send a thank you card. Did an online influencer reach a milestone recently? Send a congratulatory card signed by your colleagues. (Send them a gift for bonus points!)
5. Network at Conferences and Happy Hours
Aside from hosting your own events, or going to your customer’s, check out other conferences and gatherings—happy hours are great ones—where your target audience would be. It always helps to put a face with the name, and it makes for great next-day conversation when everyone’s had a good time. Just remember you’re always representing your company, so amidst all the fun, a friendly yet professional demeanor should be the impression you give.
6. Take a Coffee Break
Are they in the area? Or will you be in theirs? A 1-hour coffee break can go a long way. It’s personal, friendly, and would be a great icebreaker if it’s the first time you’re meeting. You can upgrade it to lunch, too. Just make sure you’re the one paying.
What other offline tactics do you use as a community building technique?
For more social media marketing advice from Ifdy Perez on the Vocus Blog, click here.
Image: inlinguaManchester (Creative Commons)
