Do you find that people either love or hate this time of year? And I don’t mean “this time of year” being the holidays…I mean it as the time of year when Spotify releases #SpotifyWrapped. Personally, I’m a fan! (And if you can guess what my top genre of music was for 2021, I’ll send you something special 😉.)
This initiative is brilliant on so many levels. It allows users to have a better understanding of their own listening habits. The content is visually-entertaining AND shareable. Plus, this is something available to ALL of Spotify’s users, not just the community members (although I’d love to see them do something similar for that group based on community activity).
What if this concept were applied to online brand communities? Could you create something as fun, informative, and shareable as Spotify has?
Here are 3 brands that have accomplished exactly that:
Intuit - QuickBooks
Last year was the first year that Quickbooks did this, and they decided to do it for a specific audience: their Champions members. A Custom graphic was created for each member, showing their participation in the Community over the past year. The graphics were also shared in the Champions’ private lounge on the Community. In addition, a Year in Review post was published to the general Community.
At ServiceNow, they provide a custom infographic for their top contributors on a bi-annual basis. Many of these MVPs were so honored that they shared the image on their social media accounts (without being asked to do so…see image below).
ServiceNow’s Director of Community Mark Obee said, “Our top contributors are the heart of our Community. We felt it was a fitting tribute to showcase their impact in a way that would be engaging and something they may decide to share and celebrate.”
It was the Spotify initiative that inspired SAS to start something similar for their community members in 2019! According to Community Manager Shelley Sessoms, “We send this around mid-January, so it doesn’t get lost in the year-end onslaught of wrap up emails. A subset of community members receive it…active members who have a minimum number of posts. For us, the impact of those posts are what we strive to highlight. We want the member to see the value they bring to our community.”
Shelley graciously provided some screenshots:
Sincere thanks to the community professionals who shared this valuable information with me!
What are YOU doing to highlight your community members’ activity and accomplishments?