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Online Communities 10 Things for Marketers to Know

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In some circles the role and value of online communities for marketing is unclear. As a result of a recent discussion of this topic we produced these 10 high level things which are important for …

In some circles the role and value of online communities for marketing is unclear. As a result of a recent discussion of this topic we produced these 10 high level things which are important for marketers to know about online communities and the role of marketing.

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  • 1. Online Communities:10 Things for Marketers to Know walter.adamson@kinshipdigital.com m: +61 403 345 632 @adamson www.kinshipdigital.com Connect with me on Linkedin http://linkedin.com/in/adamson
  • 2. Online Communities:10 Things for Marketers to Know1. Its all about understanding customers better2. Communities enable the collaborative trend3. Communities are a path to a bigger goal4. Community strategy is key5. Communities are market intelligence6. Communities give marketing a stronger seat at the leadership table7. Communities feed brand development8. Communities enable speed to market9. You must Plan, Do, Check, Act10. Communities need to be planned as part of a total social architecture 2
  • 3. #1 Communities & Marketing are AlignedIts all about understanding customers better. 3
  • 4. #2 Communities Enable Collaborative Trend Marketing is becoming a collaborative effort between brands and their customers. Communities enable and enhance this collaboration. 4
  • 5. #3 Communities are Path to a Bigger GoalAll social initiatives need to be serve a broader goal. Ideally you have a big vision. Communities are a path towards that vision. They themselves are not the goal. 5
  • 6. #4 Community Strategy is Key Poor strategy is the #1 cause of failure 6
  • 7. #5 Communities are Market Intelligence Building a large, engaged following of consumers / businesses is a huge asset to any brand. You can [must] analyze all aspects of the community, content, behaviour to determine the key topics/issues that resonate most and will drive marketing initiatives. 7
  • 8. #6 Communities give Marketing a StrongerSeat in the Leadership GroupCEOs are saying they want to create a more collaborative environment to change their approach to markets, by developing their products and services and interacting with their customers.Communities can position Marketing in a leadership role in this discussion (and action). 8
  • 9. #7 Communities feed Brand DevelopmentEffective use of communities allow you to differentiateyour brand, create loyal customers, mine for marketing insights and influence the market. 9
  • 10. #8 Communities enable Speed to Market Social platforms including Communities help you scale and create speed that allows you to capture market share so it’s a competitive differentiator.It allows you to grow faster, particularly in new emerging markets where you may have a difficult time connecting otherwise. 10
  • 11. #9 You must Plan Do Check ActCommunity Monitoring & ImprovementMonitoring and Analysis is 1. Assess vital. 8. Monitor 2. Strategise Social Business 7. Engage Community 3. Create FrameworkContinuous Improvementand Strategic Alignment. 6. Share 4. Protect 5. Participate 11
  • 12. #10 Communities need to be Plannedas part of a total Social Architecture Participating Wikis Listening, establishing reputation (I’m one of you) Managed Listening, supporting, building reputation, marketing External Communities Owned Closed Network Listening, supporting, building relationships, collaborating Example: customer communities Internal Example: channels, members Communities Example: Intranets, communities of practice
  • 13. Examples
  • 14. ExamplesCisco Learning Community (B2B)• 2m+ members, education, training, hiring• Has become Industry resource e.g. far more than just Cisco products• Unrivalled insights into technical needs, HR trends, product innovationSamsung Nation (B2C)• Allows Samsung to connect to buyers, otherwise unknown (buy at retail store)• Strong Gamification and rewards• Buyers solve problems and become advocatesMy Starbucks (B2C)• Ideation – product innovation looking for new ideas• Year 1 75,000 ideas, 43 implemented• Strong advocacy, brand development, product launch success guaranteedDELL Ideastorm• Looking for improvements to existing products• Massive customer contributions to improve products 14