"Boosting Growth and Community Engagement: Strategies for the Post-COVID Era"

"Boosting Growth and Community Engagement: Strategies for the Post-COVID Era"

Introduction:
The post-pandemic world has brought about a need for faster communication and output speeds in community management. Whether online or offline, the distinction between the two has become insignificant, and the emphasis on speed has become essential. In this dynamic and fast-paced environment, individuals who do not actively participate and contribute may face exclusion. To effectively navigate this landscape, it is crucial to have a clear understanding of the "Why" and "What" of our communities. Without clarity on these aspects, efforts to explain the "How" will be futile. This applies equally to both online and offline communities. This article will explore the reasons behind the increase in Return on Membership (ROM) and provide actionable advice to boost growth and community engagement.

Reasons for the Increase in ROM:

1. Create a Viral Video:
   One effective strategy to gain attention for your product is by creating a viral video. This video should tell your story, demonstrate your product, or provide such delight that viewers are compelled to share it with others. Companies like Calm, Toucan, and Codecademy have successfully used this approach to capture widespread attention. By leveraging the power of visual storytelling, these companies tapped into the viral nature of videos and saw a significant increase in ROM.

2. Launch a Mini-Product or "Drop":
   Another strategy is to launch a non-core product offering that captures attention and directs it towards your brand or core product. Examples such as donothingfor2minutes.com, Toucan's language learning platform, and Codecademy's Code Year challenge demonstrate the effectiveness of this approach. By creating unique and engaging experiences, these companies attracted a large number of sign-ups and increased ROM.

3. Run an Enticing Limited-Time Offer:
   Running a promotion on your existing product can generate interest and prompt immediate action from users. By providing customers with a compelling reason to pay attention and act, you can boost engagement and ROM. Limited-time offers create a sense of urgency and exclusivity, motivating individuals to take action before the opportunity expires.

4. Coordinate an Influencer-Led Promotion:
   Partnering with influencers who align with your brand can significantly increase ROM. Influencers have established trust and credibility among their followers, making their endorsements impactful. Platforms like Reddit gained their initial user base through influencer partnerships. By leveraging the influence and reach of prominent figures, companies can attract a larger audience and drive community engagement.

5. Organize an Exciting Offline Experience:
   While the online realm dominates modern communication, offline experiences still hold value in community engagement. Organizing in-person events or experiences that generate excitement about your product can have a profound impact on ROM. Snackpass, for example, hired brand ambassadors and sponsored university-centric events during campus launches. This created a "cool factor" associated with the brand, attracting more users and increasing ROM.

Actionable Advice:

1. Focus on the Basics:
   While Turbo Boost strategies can be effective, it is essential not to rely on them excessively. These strategies are not scalable or repeatable, and they do not guarantee long-term growth. Instead, focus on the fundamentals of your product or community. Ensure that you have a strong foundation and sustainable growth strategies in place.

2. Foster Meaningful Relationships:
   Engage with your community members on a deeper level. Encourage dialogue, active participation, and collaboration. By fostering meaningful relationships, you create a sense of belonging and loyalty within your community. This, in turn, leads to increased ROM as members feel more invested and connected.

3. Continuously Innovate and Adapt:
   The post-COVID era demands agility and adaptability. Stay ahead of the curve by continuously innovating and offering unique experiences to your community. Embrace new technologies, communication channels, and trends to keep your community engaged and excited. By evolving with the changing times, you can maintain high ROM and sustain growth.

Conclusion:
In the aftermath of the COVID-19 pandemic, community management requires a focus on speed, engagement, and growth. Leveraging strategies such as creating viral videos, launching mini-products, running limited-time offers, coordinating influencer-led promotions, organizing offline experiences, and picking fights with competitors can significantly boost ROM. However, it is crucial to remember that these Turbo Boost strategies should not replace the fundamentals of community management. By focusing on the basics, fostering meaningful relationships, and continuously innovating, communities can thrive and achieve sustainable growth in the dynamic post-COVID world.