Getting the client involved in the online community

Managing communities in-house The role of the client in a successful online community

Is it just me, or does everybody seem to be talking about Online Communities…

And communities are great!

For:

Speed of response

Quality of insight

Focus on the customer

More efficient research

Increase advocacy

But we risk missing out on the bigger opportunity

This is your brand’s direct line to the customer

So how do you do it? So how do you do this?

Three ways for clients to get involved

Add value to the community

Think incentives (but don’t think money)

Linking internally Build the links into the business and make sure they benefit too

So what kind of benefits could you expect?

Completion rate for 3 month ethnographic study? ↑ 180%

Active participation rate in the online community? 80%+

Cost of incentivising the research? £0

Benefits you can bring to other parts of your business? Priceless

So dive in. Don’t let the agency have all the fun!

That’s it…

Matt Rhodes

FreshNetworks

[email_address]

020 7692 4199

@mattrhodes

blog.freshnetworks.com

Photo credits

Slide 5: In Flight, Shavar (www.flickr.com/photos/shavar/30536761/)

Slide 6: tin can phone, K!T (www.flickr.com/photos/kitcowan/2103850699/)

Slide 7: RETHINK, venegas (www.flickr.com/photos/venegas/5549123/)

Slide 8: Question mark in Esbjerg, alexanderdrachmann (www.flickr.com/photos/drachmann/327122302/)

Slide 9: Rub a dub dub, John Carleton (www.flickr.com/photos/johncarleton/2422621568/)

Slide 11: Avaricia, Salinas | Photography (www.flickr.com/photos/chinosart/246215122/)

Slide 13: Swing Chain, Bob.Fornal (www.flickr.com/photos/fornal/385054886/)

Slide 14: ascent to the heavens, Shery Han (www.flickr.com/photos/sheryh/2188673386/)

Slide 19: Two boys jumping & diving. Dos chicos saltando al agua, Xosé Castro (www.flickr.com/photos/cibergaita/62123585/)

Getting the client involved in the online community

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