People love to gather in groups. We're social animals, and interacting with others is our way of doing... well, everything.
Ever since AOL first launched, private online communities such as discussion boards and networking sites have existed. Recently, however, there's been an explosion in online B2B communities that are purpose-built by brands to engage their customers across the lifecycle of the relationship.
The development was partly a result of COVID and people's need to congregate somewhere outside of their work, and partly an attempt to provide a secure environment where people can help each other find solutions and grow.
Communities Create Links
The dictionary defines community as "a group of people...having a particular characteristic in common," or "a feeling of fellowship with others based on shared attitudes, interests, and goals."
When a company establishes an online community, it creates links between customers and people in the organization. Customers can ask questions, tag staff members in discussions, post comments, and get responses from members of the community. That gives brands direct access to their customers in an informal yet respectful environment and builds strong relationships with them.
What the Numbers Say
A full 66% of respondents to a study by GWI and Reddit said they appreciate belonging to online B2B communities because it allows them to connect with others who have relevant interests. Niche communities attract people with similar passions, who report that they trust the content provided in communities more than traditional social media.
Over the past few years, social media platforms, such as Facebook, Twitter, and Instagram, have had high levels of baked-in mistrust develop as a consequence of spam, deep fakes, online bullying, and offensive language; and 45% of users say they are frustrated by all that. On the other hand, interacting within their niche allows people to feel safer, resulting in higher participation and greater reward.
Operational Aspects
Most B2B online communities run on Slack or Discord platforms. Paid community pricing ranges from a nominal to a substantial fee, whereas others are free. Some platforms, such as Pavilion and Peak, have existed for years.
Some B2B communities use sponsorships to fund virtual "happy hours" and other engagement activities for members. Premium memberships often provide deeper career growth opportunities and mentorships, which can be difficult to get otherwise.
Personal Advantages
People also enjoy the personal benefits of joining B2B communities. They can unlock rich opportunities to connect one-to-one with other people in their industry, find mentorship, get a chance to grow professionally, and develop relationships with influencers.
Members also get access to education. For example, Pavilion offers mentorship programs, local chapter membership, and the Pavilion University's 1-6-month programs, which include classes in a range of subjects.
Building a B2B Community
Online communities come in various shapes and sizes. From invitation-only, gated communities to open/public or hybrid communities, they offer unique experiences for members. B2B communities can take many forms, such as a community of practice, special-interest group, user group, networking community, or support group.
