{"id":16930,"date":"2024-06-27T20:49:27","date_gmt":"2024-06-27T20:49:27","guid":{"rendered":"https:\/\/viafoura.com\/blog\/abbracciare-la-comunita-anziche-laudience-un-cambiamento-strategico-per-i-brand\/"},"modified":"2025-08-21T17:32:28","modified_gmt":"2025-08-21T17:32:28","slug":"abbracciare-la-comunita-anziche-laudience-un-cambiamento-strategico-per-i-brand","status":"publish","type":"post","link":"https:\/\/viafoura.com\/it\/blog\/abbracciare-la-comunita-anziche-laudience-un-cambiamento-strategico-per-i-brand\/","title":{"rendered":"Abbracciare la comunit\u00e0 anzich\u00e9 l&#8217;audience: Un cambiamento strategico per i brand"},"content":{"rendered":"<div class=\"wp-block-columns is-layout-flex wp-container-core-columns-is-layout-28f84493 wp-block-columns-is-layout-flex\"><div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><p> <\/p><h2 class=\"entry-title\">Abbracciare la comunit\u00e0 anzich\u00e9 l&#8217;audience: Un cambiamento strategico per i brand<\/h2> \n[divider line_type=&#8221;Full Width Line&#8221; line_thickness=&#8221;3&#8243; divider_color=&#8221;black&#8221; divider_opacity=&#8221;90&#8243; animate=&#8221;yes&#8221;]<p>Nell&#8217;odierna economia dell&#8217;attenzione in rapida evoluzione, i marchi dei media devono affrontare la sfida non solo di attrarre ma anche di coinvolgere e fidelizzare il proprio pubblico di riferimento. Per competere con Facebook, Instagram e Tik Tok per l&#8217;attenzione degli utenti, i brand devono spostare la loro attenzione dall&#8217;acquisizione del pubblico e iniziare a costruire comunit\u00e0 attive e fedeli che attraggano creativi, collaboratori e connettori. Questo cambiamento, che <a href=\"https:\/\/www.therebooting.com\/\">Brian Morrissey<\/a> ha definito &#8221; <a href=\"https:\/\/www.therebooting.com\/depth-breadth\/\">depth over breadth&#8221;<\/a>, \u00e8 fondamentale per favorire connessioni pi\u00f9 profonde, migliorare il coinvolgimento e, in ultima analisi, aumentare i ricavi e la fidelizzazione.  <\/p>\n<\/div><div class=\"wp-block-column is-layout-flow wp-block-column-is-layout-flow\"><figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/viafoura.com\/wp-content\/uploads\/2025\/07\/Mark-1.png\" alt=\"\"\/>\n<\/figure><\/div><\/div><p> <\/p><h3>From Passive Audiences to Active Communities<\/h3> <span style=\"font-weight: 400;\">Traditional brand content experiences often result in passive and fleeting audience engagement. These audiences are largely disengaged and unmotivated, offering limited value to brands. In contrast, communities are characterized by active participation, collaboration, creativity, and a strong sense of connection and loyalty. As community-building expert <\/span><a href=\"https:\/\/latecheckout.substack.com\/p\/audiences-versus-communities\"><span style=\"font-weight: 400;\">Greg Isenberg notes<\/span><\/a><span style=\"font-weight: 400;\">, building such communities involves several key elements:<\/span> <ol> <li style=\"font-weight: 400;\" aria-level=\"1\"><b>Togetherness<\/b><span style=\"font-weight: 400;\">: Providing spaces for collective interaction.<\/span><\/li> <li style=\"font-weight: 400;\" aria-level=\"1\"><b>Rituals<\/b><span style=\"font-weight: 400;\">: Establishing regular activities that foster a sense of routine.<\/span><\/li> <li style=\"font-weight: 400;\" aria-level=\"1\"><b>Identity<\/b><span style=\"font-weight: 400;\">: Cultivating a shared sense of purpose among members.<\/span><\/li> <li style=\"font-weight: 400;\" aria-level=\"1\"><b>Belonging<\/b><span style=\"font-weight: 400;\">: Creating a feeling of being part of something larger.<\/span><\/li> <li style=\"font-weight: 400;\" aria-level=\"1\"><b>Engagement<\/b>: Encouraging ongoing contribution and interaction independent of direct brand involvement.<\/li> <\/ol> \n<p> <\/p><h3><b>The Viafoura Digital Experience Platform: Enabling Community Building<\/b><\/h3> <span style=\"font-weight: 400;\">Viafoura&#8217;s <\/span><a href=\"https:\/\/www.youtube.com\/watch?v=DNCotDPyajo\"><span style=\"font-weight: 400;\">Digital Experience Platform (DXP)<\/span><\/a><span style=\"font-weight: 400;\"> is at the forefront of this transformation, offering a comprehensive suite of tools designed to enhance user engagement, personalization and data utilization. Trusted by over 800 global media brands, Viafoura&#8217;s DXP empowers brands to create dynamic, interactive communities through features such as:<\/span> <ul> <li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Engagement Suite: Facilitates real-time interactions with conversations, live Q&amp;A sessions, and polls.<\/span><\/li> <li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Moderation Tools: Combines AI and human moderation to maintain respectful and relevant discourse.<\/span><\/li> <li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Personalization: Delivers tailored content recommendations and personalized feeds.<\/span><\/li> <li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Data Insights: Leverages first-party data for deep user behavior insights, driving targeted engagement strategies.<\/span><\/li> <\/ul> \n<p> <\/p><h3><b>The Transformative Impact of Community Members<\/b><\/h3> <span style=\"font-weight: 400;\">Community members significantly outperform standard audiences in terms of engagement and revenue generation. According to Viafoura&#8217;s data:<\/span> <ul> <li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Community members have a <\/span><b>5.3x<\/b><span style=\"font-weight: 400;\"> higher increase in dwell time compared to regular audiences.<\/span><\/li> <li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They are <\/span><b>45x<\/b><span style=\"font-weight: 400;\"> more likely to subscribe.<\/span><\/li> <li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">They drive <\/span><b>3x<\/b><span style=\"font-weight: 400;\"> more site visits.<\/span><\/li> <\/ul> <span style=\"font-weight: 400;\">These statistics highlight the outsized impact that engaged community members can have on a brand&#8217;s success. By focusing on building and nurturing communities, brands can achieve higher levels of engagement, loyalty, and ultimately, profitability.<\/span>\n<p> <\/p><h3><b>Practical Steps for Building Robust Communities<\/b><\/h3> <span style=\"font-weight: 400;\">To build thriving communities, brands should consider the following steps:<\/span> <ol> <li style=\"font-weight: 400;\" aria-level=\"1\"><b>Define Your Community&#8217;s Purpose<\/b><span style=\"font-weight: 400;\">: Clearly communicate the community&#8217;s goals and values to attract like-minded individuals.<\/span><\/li> <li style=\"font-weight: 400;\" aria-level=\"1\"><b>Create Valuable Content<\/b><span style=\"font-weight: 400;\">: Consistently provide content that is relevant, informative, and engaging. This will keep members interested and active within the community.<\/span><\/li> <li style=\"font-weight: 400;\" aria-level=\"1\"><b>Encourage Interaction<\/b><span style=\"font-weight: 400;\">: Use interactive tools like real-time comments, live chats, Q&amp;A sessions, and polls to facilitate real-time interaction among members.<\/span><\/li> <li style=\"font-weight: 400;\" aria-level=\"1\"><b>Recognize and Reward Contributions<\/b><span style=\"font-weight: 400;\">: Acknowledge active members and reward their contributions. This can be done through shout-outs, badges, or exclusive content.<\/span><\/li> <li style=\"font-weight: 400;\" aria-level=\"1\"><b>Leverage Data<\/b>: Use first-party data to understand your members better and tailor your engagement strategies accordingly.<\/li> <\/ol> \n<p> <\/p><h3><b>Conclusion<\/b><\/h3> <span style=\"font-weight: 400;\">The shift from an audience-centric to a community-focused strategy is imperative for success in today&#8217;s attention economy. Viafoura&#8217;s digital experience platform provides the tools necessary to make this transition, enabling brands to create engaging, personalized, and data-driven experiences. By fostering a sense of togetherness, establishing rituals, and encouraging ongoing engagement, brands can build loyal communities that drive substantial value.<\/span>\n","protected":false},"excerpt":{"rendered":"<p>Abbracciare la comunit\u00e0 anzich\u00e9 l&#8217;audience: Un cambiamento strategico per i brand Nell&#8217;odierna economia dell&#8217;attenzione in rapida evoluzione, i marchi dei media devono affrontare la sfida non solo di attrarre ma anche di coinvolgere e fidelizzare il proprio pubblico di riferimento. Per competere con Facebook, Instagram e Tik Tok per l&#8217;attenzione degli utenti, i brand devono [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":10288,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[73,48],"tags":[],"class_list":["post-16930","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-comunita","category-fidanzamento"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Viafoura | Abbracciare la comunit\u00e0 anzich\u00e9 l&#039;audience: Un cambiamento strategico per i brand<\/title>\n<meta name=\"description\" content=\"Abbracciare la comunit\u00e0 anzich\u00e9 l&#039;audience: Un cambiamento strategico per i brand Nell&#039;odierna economia dell&#039;attenzione in rapida evoluzione, i marchi dei\" \/>\n<meta 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