Creating order from CAOS

A SHARE Creative study
2024

For years businesses have struggled to prove the effectiveness of Community Management because it has no holistic success metric, until now.

Do you want to know how effective is your social media strategy? Here you will find:

What to do
Why you should do it
How to achieve success

All with the first CM holistic quantitative score system

WHY CAOS?

Until now, there have been no specific metrics to distinguish an effective community management and advocacy strategy. The proprietary C.A.O.S (Community, Advocacy & Outreach Score) methodology devised by SHARE Creative, a SAMY Alliance agency, offers brands unparalleled insight into how best to deliver effective CM.

In our study of 45 household sports apparel brands, an analysis revealed that:

50% of brands showed no visible signs of CM
30% limited CM to basic support (likes and shares).
Less than 10% made an attempt to increase conversions, fuelling social platform algorithms.
42% demonstrated no community outreach on social media.

Why CAOS

COMMUNITY

94% of consumers say a brand’s treatment of its customers influences their buying decision, and CM is the first digital social-interaction

ADVOCACY

Over 80% of consumers yearn more than ever for real interactions with a human, in a sea of chatbots, endless customer calls and the onset of AI.

OUTREACH

Our Marketing Trends 2024 report reveals that micro-influencers (25%), niche experts (23%), and UGC (19%) are set to dominate influencer

SCORE

But… How to make all this happen?

OUR SOLUTION
A new score for success: C.A.O.S

We’ve created a tool to evaluate and enhance your Community Management Strategy based on three essential pillars:

Community
Advocacy
Outreach

And score from 0 to 50 the value of your CM strategy

For brands, an effective CM social media strategy is key to standing out in saturated markets.

Joe Moring
Head of Community & Partnerships at SHARE Creative, a SAMY Alliance Agency

What will you find in this report?

The importance of Community Management

Effective Community Management is a major contributor in a wider social and content strategy and we know, from our research, that many brands are currently overlooking it by deploying flat and unidirectional strategies.

What Effective Community Management looks like

Community Managers first need to understand the holistic benefits of an ideal community and advocacy strategy by boosting Engagement, Customer Satisfaction, Brand Loyalty and Awareness

How a CM strategy should be implemented for a brand

Community Management effectiveness is based on much more than just 1 in 50 comment replies performing exceedingly well. According to our investigation, even the biggest brands might be overlooking it by deploying CM strategies that are flawed or even non-existent.

How to measure the Effectiveness of a Community Management & Advocacy strategy

With the C.A.O.S. system: a new scoring test that encapsulates every element of Community Management strategies, measuring the effectiveness of the community consolidation, advocacy and outreach, and showing you how to improve.

To create a sense of belonging, trust and loyalty.

DOWNLOAD HERE

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About SHARE Creative & this paper

How did we make this study?

Until now, there have been no specific metrics to distinguish an effective community management and advocacy strategy. The proprietary C.A.O.S (Community, Advocacy & Outreach Score) methodology devised by SHARE Creative, a SAMY Alliance agency, offers brands unparalleled insight into how best to deliver effective CM.

We analysed 45 household sports apparel brands to understand the importance of CM effectiveness.

Beyond very specific KPIs, community managers first need to grasp the holistic benefits of an ideal community and advocacy strategy based on 4 pillars: engagement, loyalty, feedback and awareness. The C.A.O.S methodology provides a tangible framework to analyse brand channels and a guide of best practices to adapt strategy as necessary.

SHARE Creative is an award-winning marketing agency that precision-engineers relevancy for brands by using groundbreaking research to power creativity. SHARE Creative’s proprietary Intelligence Suite offers brands innovative data science to identify and analyse audience, market business & brand insights. SHARE Creative’s pioneering insights have advised the world’s leading brands and provided recommendations, strategies & creative activations. SHARE Creative is part of the global advertising network, Samy Alliance.
To learn more, visit sharecreative.com.