In my research I have identified three components that can contribute to this movement in a community: online engagement, community building and the dynamic customer journey.
Online engagement
The lubricant between owned, paid and earned media is content . In order to be able to offer relevant content list to data , it is important to know what the unique customer insights of an organization are. They should reflect the identity of an organization or a brand with a consistent message. With this message, the organization should activate their brand online. With online brand activation, the right people receive the right message.
Creating online engagement is not just about sending a message from the organization to the target group. It is important that the target group picks up this message and shares it with their network.
Engagement pyramid
The most important thing about online engagement is that the target group can identify with the raison d'être and the brand values of the organization. To achieve this, an organization must carefully and structurally build up online engagement with the target group. It takes an organization time to build this up. In this process, we can distinguish different phases. According to the 'Engagement Pyramid' by Gideon Rosenblatt (2010), customer engagement can be divided into the levels observing, following, endorsing, contributing, owning and leading.