Leveraging Loyal Communities
Imagine a world where your most passionate customers are not just loyal buyers but also your brand’s most authentic voices across the globe.
Today, companies have a unique opportunity to tap into the collective knowledge and enthusiasm of their loyal customers.
By empowering communities to create multilingual content, these individuals become co-creators in crafting your brand’s story in multiple languages. This can strengthen your relationships with your audience and ensure you produce content that resonates globally.
Leveraging Loyal Communities and Community-Driven Content Creation
With the advent of social media and online platforms, community-driven content creation has become more accessible and influential than ever. In the context of language translation, such communities can be a game-changer for companies looking to communicate effectively with their global audience.
“I first dabbled with the idea of empowering a community of brand enthusiasts back in the 2000s, but at that time, neither the client mindset nor the translation technology was mature enough. But today, global enterprises are well aware of the value of activating their loyal audience – and now Exfluency has the right tech platform to galvanise these passionate individuals to play a dynamic role in disseminating new information about their favourite brands in their own language,” says Robert Etches, CEO of Exfluency.
Individuals are motivated to join and actively participate in communities for several key reasons:
- Shared Interests: People are naturally drawn to communities that reflect their passions and interests.
- Sense of Belonging: Being part of a community offers a sense of connection and inclusion.
- Opportunities for Growth: Communities often provide possibilities for learning new skills and gaining knowledge.
- Collaboration and Teamwork: Many individuals are driven by the opportunity to work collaboratively toward a shared goal.
- Recognition and Rewards: When their contributions are acknowledged and valued by their peers and the community, it fosters a sense of accomplishment and pride, driving further engagement and commitment.
The LEGO Group: Adult Fans of LEGO
A Success Story in Community Engagement
One exemplary case of a company leveraging community-driven content creation is the LEGO Group. The company has successfully empowered its Adult Fans of LEGO (AFOLs) to participate in the creative process, resulting in a wealth of high-quality, multilingual content. By engaging with its passionate base, the LEGO Group has not only reduced costs but also improved the quality and authenticity of its content.
The LEGO Group’s approach is built on the understanding that these community members are often more knowledgeable about the brand and its products than anyone else.
The Value of Community-Driven Content Creation
So, what makes these communities so valuable?
When asked about the matter, Flemming B. Gammelgaard, COO of Exfluency, put it this way: “By tapping into the collective intelligence and cultural insights of a diverse and passionate group, you ensure that your translations are not only accurate but also more impactful and relevant to local audiences.”
By giving the community a chance to contribute, companies can create a win-win situation since there are several benefits for the community members as well: “For the community, this collaboration provides a meaningful way to contribute to something they care about, offering them a sense of co-ownership in the global presence of your brand. Their involvement not only enhances the authenticity and quality of your content but also deepens their connection to your brand, fostering a more inclusive and mutually rewarding relationship,” Flemming explains.
Key Benefits Of Communities:
- Authenticity and Trust: Community members are often the most loyal and dedicated ambassadors of a brand, resulting in more trustworthy and relatable content.
- Increased Engagement: Empowering communities to contribute to content creation can foster a sense of ownership and loyalty, driving engagement and advocacy.
- Cost-Effective: Community-driven content creation can be a cost-effective way to produce high-quality, multilingual content free from expensive translation agencies and freelancers.
- Quality and Accuracy: These passionate individuals are often subject matter experts in their own right, with a deep understanding of the brand, product, or service. This expertise can result in more accurate and high-quality translations that resonate with the target audience.
We’ll build your community – or help you onboard your own talent.
Our unique community production process is built on a hybrid intelligence approach.
Brand Perception and Loyalty
Another benefit of including communities in your multilingual communication is the opportunity to improve or maintain your brand perception and customer loyalty, which communities play a pivotal role in shaping – especially when they are actively involved in meaningful projects.
“When individuals engage directly with a brand through collaborative efforts, they develop a deeper emotional connection, which significantly enhances how they perceive and support the brand.
Their input becomes part of the brand’s global narrative, which deepens their emotional connection and strengthens their loyalty. This active participation also cultivates a vibrant, invested community that is eager to advocate for and support the brand, amplifying its reach and influence,” explains Flemming.
In essence, by partnering with your communities, you create a dynamic and inclusive relationship where both the brand and the community thrive together.
Best Practices
There are, however, risks to consider when managing and collaborating with these communities.
Ensuring the quality of content can be challenging if the right technology isn’t provided, and poorly managed content can damage a company’s reputation or brand image. Sustaining enthusiasm and motivation over time can also be difficult, especially if the community feels undervalued or unappreciated. Additionally, the diverse language skills and cultural backgrounds of the community require careful consideration.
Main Risks Of Communities:
- Skills: The diverse language skills and cultural backgrounds of the community require careful consideration.
- Quality: Ensuring the quality of content can be challenging if the right technology isn’t provided. Poorly managed content can damage a company’s reputation or brand image.
- Enthusiasm: Sustaining enthusiasm and motivation over time can also be difficult, especially if the community feels undervalued or unappreciated.
- Data Security: Companies must ensure that community-generated content does not compromise sensitive information.
Both technology and community management are crucial when working with communities for content creation.
We recommend the following best practices to ensure the quality and accuracy of community-generated content:
- Clear Guidelines and Feedback: Establish clear guidelines and provide constructive feedback to community members to ensure consistency and quality. We facilitate this process by enabling companies to create customised guidelines that cater to their specific needs.
- Community Management: Invest in dedicated community management resources to engage with community members, address concerns, and maintain motivation. We take pride in our talented community managers who successfully manage global communities of subject matter experts (SMEs).
- Quality Assurance: Implement robust quality assurance processes to review and validate community-generated content. One of our quality assurance mechanisms, Trust Mining, ensures that content always meets the company's quality standards before it is published. By awarding Exfluenscores to community members, we ensure only the most competent members create content.
- Incentives and Recognition: Offer incentives and recognition to community members who contribute high-quality content. Members with high-quality contributions can build a strong Trust Chain reputation, which empowers them with influence proportional to the value they contribute to the community.
- Technology Integration: Leverage innovative technology to streamline the content creation process and facilitate collaboration. Our ecosystem is built on the principles of hybrid intelligence, combining the power of machine learning, neural machine translation, and artificial intelligence (AI) with the expertise of human subject matter experts (SMEs). We also employ blockchain technology to store asset metadata, run the payment token, and support the Trust Chain, ensuring decentralisation, transparency, security, and peer-to-peer transactions. This combined approach ensures high-quality, secure, and efficient content creation.
Community management services reduce the workload on your team
We can recruit and onboard a customized mix of linguistic talent and subject matter experts from anywhere in the world. All you have to do is provide us the specifications and we’ll get to work creating your on-demand translation community.
Empowering Community-Driven Content Creation
Our innovative linguistic ecosystem is specifically designed to empower communities and unlock their full potential.
By providing a platform for passionate individuals to create, share, and collaborate on multilingual content, Exfluency enables companies to tap into the collective knowledge and enthusiasm of their audience.
Here’s how it works:
- Community Onboarding: Companies promote the idea of helping to create new content in many languages through their usual channels.
- Language Community: Individuals apply to become members of the language community, which is evaluated and onboarded by Exfluency’s Community Managers.
- Project Creation: Companies create projects, and the platform matches them to the best available community member in any given language.
- Content Creation: Community members deliver high-quality, multilingual content, which is monitored and supported by Exfluency’s Gated Community Managers and ecosystem support staff.
“Empowering communities is about more than just translation – it’s about fostering a sense of ownership and pride,” Robert Etches adds. “At Exfluency, we believe in the power of collaboration and are committed to providing the tools and support that these communities need to thrive.”
Conclusion
Community-driven content creation has the potential to revolutionise the way companies approach multilingual communication.
Your community members are not just spectators; they are co-authors of your brand’s global narrative. By empowering these communities to create high-quality, multilingual content, businesses can tap into the collective knowledge and enthusiasm of their audience, resulting in more authentic, cost-effective, and scalable solutions.
Exfluency’s innovative linguistic ecosystem is specifically designed to unlock the full potential of community-driven content creation, providing a platform for companies to communicate effectively with their global audience.
