Exploring Six Types of Community Management

Table of Contents

  1. Introduction
  2. The SPACES Model: A Framework for Community Management
  3. 1. Support Communities
  4. 2. Product (Ideation, Innovation, and Feedback) Communities
  5. 3. Acquisition and Advocacy Communities
  6. 4. Content and Contribution Communities
  7. 5. Engagement (Internal and External) Communities
  8. 6. Success Communities
  9. Community Management Strategies
  10. Conclusion: Creating SPACES for Your Communities
  11. FAQs
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Introduction

Imagine walking into a party where the hosts ensure everyone feels welcomed, connected, and engaged. That's what exceptional community management does for an online community. HubSpot’s Community Strategy and Operations Manager, Jenny Sowyrda, likens it to hosting a gathering — starting by greeting guests and eventually guiding them to interact amongst themselves. As brands increasingly recognize the value of community, it’s crucial to delve into the six types of community management that can transform a simple network of customers into a powerhouse of engagement and innovation. This blog will explore each type, provide strategies for effective management, and showcase real-world examples.

By the end of this post, you will have a deeper understanding of how different community management models align with various business goals and how to effectively implement them. The guiding model we'll be using is the SPACES framework, which categorizes community management into Support, Product, Acquisition, Content, Engagement, and Success. Let's dive in!

The SPACES Model: A Framework for Community Management

The SPACES model, proposed by CMX, provides a comprehensive framework that outlines six key community management strategies based on their primary function. It's an invaluable tool for community managers looking to align community activities with broader business objectives.

Types of Community Management

1. Support Communities

Support communities are designed to empower members to help each other, providing a platform for answering questions and solving problems collectively. These communities often exist in the form of discussion boards or forums where users can post inquiries and discover solutions shared by others.

Benefits:

  • Reduces strain on customer support teams.
  • Builds a self-sustaining ecosystem where users feel valued and empowered.

Best for: Companies with complex product lines, such as software or electronics, where peer-to-peer advice can significantly enhance user experience.

Example: The Apple Support Community enables users to share tips, troubleshooting advice, and general product knowledge. The simplicity of its search function allows users to find relevant information efficiently.

2. Product (Ideation, Innovation, and Feedback) Communities

Product communities create safe spaces for users to provide feedback on products and services. These communities can be instrumental in driving innovation by inviting users to share their thoughts on potential improvements and new ideas.

Benefits:

  • Direct user feedback helps refine product features.
  • Engages users in the product development cycle, fostering loyalty.

Best for: SaaS companies or any organization where continuous product enhancement is critical.

Example: LEGO Ideas facilitates an interactive platform where enthusiasts can submit design concepts. This not only keeps the community engaged but also provides LEGO with creative insights directly from its user base.

3. Acquisition and Advocacy Communities

Acquisition and advocacy communities focus on building brand awareness through member-driven promotion. These communities typically consist of brand ambassadors who spread the word about products via social media, affiliate programs, and word of mouth.

Benefits:

  • Amplifies marketing reach through genuine endorsements.
  • Cultivates a loyal group of brand advocates.

Best for: Startups and growing brands looking to expand their market presence quickly.

Example: The Sephora Squad brings together influencers and beauty enthusiasts to create content and reviews, significantly boosting brand visibility and credibility.

4. Content and Contribution Communities

These communities encourage users to generate content and participate in collaborative projects. Examples include guest blog posts, media submissions, and contributions to open-source software.

Benefits:

  • Enhances content quality and diversity.
  • Encourages community members to engage more deeply.

Best for: Media companies, creative industries, and tech companies with open-source products.

Example: Adobe Lightroom Community allows photographers to share their editing processes, offering valuable insights and inspiration to other users.

5. Engagement (Internal and External) Communities

Engagement communities are divided into internal and external. Internal engagement communities are for employees, partners, and vendors, aiming to improve morale, alignment, and collaboration. External communities connect individuals with shared interests related to a brand.

Benefits:

  • Enhances internal communication and team cohesion.
  • Fosters stronger bonds between the brand and its user base.

Best for: Companies of any size looking to build both internal and external relationships.

Example: Nike Run Club is a prime example of an external engagement community where running enthusiasts connect and motivate each other, reinforced by their mutual interest in Nike products.

6. Success Communities

Success communities help customers use products effectively to achieve their goals. These communities often share best practices, user experiences, and success stories to ensure members gain maximum value from the product.

Benefits:

  • Increases customer satisfaction and retention.
  • Encourages customers to become long-term advocates.

Best for: SaaS, B2B, and service-oriented businesses where customer success directly correlates with continued product use.

Example: Noom Circles allows users to join groups tailored to their interests and goals, facilitating personalized support and motivation to achieve health objectives.

Community Management Strategies

To effectively manage these diverse community types, tailor your strategies to align with specific goals and metrics. Here's how to measure success for each community type:

Support Communities

  • Metrics: Resolution time, user satisfaction, issue recurrence rate.
  • Strategies: Implementing robust search functionalities and regular FAQ updates.

Product Communities

  • Metrics: Number of ideas submitted, implementation rate, user engagement.
  • Strategies: Hosting regular feedback sessions and ideation contests.

Acquisition Communities

  • Metrics: Referral rates, social media engagement, brand mentions.
  • Strategies: Creating exclusive content or incentives for community advocates.

Content Communities

  • Metrics: Content submissions, engagement rates, content quality scores.
  • Strategies: Running content creation challenges and spotlighting top contributors.

Engagement Communities

  • Metrics: Activity rates, user retention, internal/external collaboration.
  • Strategies: Organizing events, webinars, and regular interaction opportunities.

Success Communities

  • Metrics: Usage rates, goal achievement rates, user testimonials.
  • Strategies: Sharing best practices, conducting success story interviews, providing personalized support.

Conclusion: Creating SPACES for Your Communities

Understanding the distinct types of community management and their benefits helps in choosing the right approach for your brand. When in doubt, listen to your audience. Communities flourish when there is a synergy between the community's goals and the brand's objectives.

Building a community is a journey. Start with one focus area from the SPACES model, perfect it, and then expand. With thoughtful planning and continuous engagement, your community can become a remarkable asset for your brand.

FAQs

1. What is the SPACES model in community management? The SPACES model categorizes community management strategies into six primary types: Support, Product, Acquisition, Content, Engagement, and Success. This framework helps brands align community activities with business objectives.

2. What type of companies benefit most from Support communities? Companies with complex product lines, such as software or electronics, benefit significantly as users can share tips and solutions, reducing customer support load.

3. How can Product communities drive innovation? By providing a platform for user feedback and ideas, Product communities engage customers in the development process, leading to valuable insights and product improvements.

4. What metrics should be tracked in Acquisition communities? Key metrics include referral rates, social media engagement, and brand mentions. These indicators help measure the community’s efficiency in building brand awareness.

5. Why are Engagement communities important for internal communication? Internal Engagement communities enhance communication, collaboration, and alignment among employees, partners, or vendors, fostering a cohesive work environment.