First of all I am so glad to have found this forum and active community of Community builders, strategists, managers to exchange knowledge with. Thank you Richard and the team for this and everyone who participates.
Introduction - I recently started working with a telecom company, to be precise it is an international calling app. It is targeted towards immigrants who are now living in developed nations like US, UK, Canada and they call back home (mostly frontier & emerging country) with feeble internet coverage/penetration. Since the internet in those countries is weak, free calling apps like Whatsapp, Zoom etc. can not be used all the time or successfully for a smooth call. Therefore an international calling app can really help as the receiver need not have internet connection at all or even our app. Only the caller needs to have internet to use the app. The callers buy call credit on the app and that is how we make money. It is a single use app. Our objective is to grow our user base and increase the transaction form the existing users to increase our revenues.
Problem - The Company has exhausted their paid marketing efforts with the limited budgets and now want to explore new customer acquisition channels and have decided ‘Community Strategy’ as the way to go forward to meet Company’s projected growth numbers
I am not sure what kind of communities I can start building already to contribute towards company’s growth. I am launching a test ‘Share & Earn Ambassador Program’. This is for our existing users only. Since they use our app already, I thought it will be easier for them to promote it and earn cash money in return as an incentive (like a mini affiliate model). My concern here is that these users may not have a big network of people and they might lose interest in the program when they don’t see results. How do I keep them engaged and motivated?
On the other hand, I am also working on launching an affiliate program with CJ but does that even count as Community building? A community of affiliates who do not really care about your product or haven’t even used it ever but they could be helpful in promoting the app to their network, followers etc.
Challenge - What kind of Communities can I really create for a product like this? it is a single use app, we do not create any content and I don’t feel our users rely on us for any information/content. Anytime they have any issue, they immediately reach out to my customer support team that is super responsive so that part is taken care already. We don’t need product experts, at least not at this point. So what kind of community creation can really contribute towards sales for a calling app?
Happy to hear your responses. All ideas are welcome.