LA COMMUNAUTÉ APPRENANTE, UNE NOUVELLE MÉTHODE POUR FIDÉLISER SES CLIENTS !

Créativité, Digital, Marketing

Connaissez-vous tous les types de communautés virtuelles ? Avez-vous déjà entendu parlé de la communauté apprenante ?

Eh bien, c’est parti pour un tour d’horizon vers ce nouveau écosystème qui permettrait aux marques de mieux fidéliser leurs clients…

Qu’est-ce que la communauté apprenante ? Il n’y a qu’une règle à comprendre, c’est celle d’apprendre avec sa communauté !

En effet, la communauté apprenante est :

« un groupe de personnes qui participent à la même formation ou session de formation dans le but de monter en compétence avant, pendant et après la distribution des modules de formation. C’est une communauté à distance qui existe à travers le digital. », selon la définition de Gilles Ameline, Ingénieur Pédagogique au sein d’Orange France (Direction Grand Public / Direction Formation et Culture Client).

L’idée est de proposer une expérience d’apprentissage unique à ses utilisateurs autour des enjeux d’une marque. 

Pourquoi ?

    • Pour renforcer l’attachement des consommateurs à une marque par l’acquisition de connaissances spécifiques ;
    • Pour valoriser l’image de marque d’une société et asseoir son storytelling.

 

C’est un concept innovant qui n’a pas encore été beaucoup testé, bien que de nombreux Youtubers s’engagent dans cette voix.

Cependant, au cours de l’année 2020, grâce à l’expertise de l’agence Owando, la société Orange France a vu naître sa première communauté apprenante et a rencontré un fort succès. 

L’année 2021 pourrait bien être l’année de l’envol de la communauté apprenante ? Affaire à suivre…

 

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