Accurate segmentation is one of the cornerstones of an effective community engagement campaign. Segmenting or dividing your audience into groups means that you can target messages to members with similar characteristics and needs.
This level of personalisation means that content will be more relevant to the individual consuming them. With greater relevance, engagement rates are likely to be significantly better than they would be for a non-personalised campaign.
This helps community managers to craft reward systems with further exclusivity. By allowing you to identify your most engaged followers, you can reward their loyalty by giving them special benefits. Equally, by identifying your least engaged followers, you can encourage them to get more involved by incentivising their participation.
In order to ensure a thriving community, segmentation and subsequent personalisation will push dormant online communities to move from a 90-9-1 (90 percent consumption, 9 percent contributor, 1 percent creator) participation model seen on social networks, to something closer to a 65-15-20 model, with more than a third of the overall audience contributing on a regular basis and about a fifth who create and collaborate on content.