Customer-to-customer (C2C) community marketing software helps organizations build and manage online communities where their customers can engage with other users and learn about community events. These tools offer features to support community building, member onboarding, branding distribution, event management and promotion, and community analytics. Businesses use C2C community marketing software to promote brand loyalty, customer engagement, and new customer acquisition.
C2C community marketing software enables a company’s community team to grant permission for brand ambassadors to plan and host events for local chapters and community members. These features allow local organizers to run with less involvement from the headquarters team and give them access to chapter- or event-specific analytics. Meanwhile, white-labeling features provide headquarters teams with control over branding and messaging. C2C community marketing software can be implemented as part of a brand advocacy strategy, but these solutions differ from customer advocacy software where they allow advocates to interact with each other rather than the company’s employees. Some products may also include features of online community management software, but C2C community marketing platforms offer enhanced functionality for creating hundreds or even thousands of sub-communities and events.
To qualify for inclusion in the Customer-to-Customer (C2C) Community Marketing category, a product must:
- Act as the digital foundation for building and managing communities that meet and hold events, either in-person or online
- Allow approved organizers, who are not employees of the headquarters team, to manage local chapters and events
- Provide analytics features related to community events, members, and attendees
- Offer an online community hub to centralize event information
