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Aerohive's customer community is called HiveNation, and its primary goal is to capture customer goodwill and build word-of-mouth buzz around our company and its products. As a brand, we make complex enterprise networking solutions simple, friendly and accessible. HiveNation is similarly friendly, navigable, and accessible, so it's a perfect extension of our brand!
Built on the Get Satisfaction community platform for customer conversations, HiveNation is the primary depth market strategy for the company. The community is integrated with the Aerohive website and Facebook and Twitter presence, and has its own banner on the company blog. In addition, we have branded the community with its own name and iconography so that anywhere there's a social sharing button, there's a link to the community via this icon. Even better, HiveNation conversations index extremely well in search engines, like Google, so much of our traffic is driven from searches by prospects looking for more information about us.
HiveNation is a buzzing hub of people -- customers, employees and prospects -- and content that benefits Aerohive's marketing, product, sales and service departments. For marketing, the team uses the community as a platform for thought leadership and content marketing. These conversations result in natural SEO and lead generation. In addition, some of the most viewed conversations in the community describe why the Aerohive solution is superior to competing products -- and it is active customers who are positing this content. The product and service teams also leverage the community to collaboratively ideate on feature requests and solve customer problems.
Even more important, HiveNation is a great tool to influence customer satisfaction and brand perceptions. Aerohive customers love to sing our praises (and we are happy they do). Because the content captured in the community is easily distributed throughout the website, blog, and social channels, customer goodwill can be used for maximum effect.