8 meilleures pratiques pour le succès d’une communauté virtuelle de marque (Brand community)
août 20, 2008 - 7:45
Un excellent billet de Experiential Marketing that Builds Brands où il a collecté plusieurs sources d’information pour nous présenter Eight Considerations to Help Branded Communities Succeed.
- Communities are about people and not technology: Spend more resources identifying and reaching out to potential community members than investing in software.
- Communities require experienced management: Put someone who has experience running an online community in charge of the project.
- You have to select the appropriate metrics that measure to your goals: If your primary objectives are generating word of mouth and increasing customer loyalty, measuring the number of visits to the site won’t prove you achieved your goals.
- Moderate lightly; trust the community: “Permit the community to vet, categorize, critique, and challenge the inputs, ultimately ascribing a value to it through ranking, adoption, or use.”
- Assign the resources necessary to nurture the community: Community members value quality moderation and facilitation so “management must allocate sufficient resources (read: probably not one part-time person) to community moderation in order to optimize results.” Forty-five percent of respondents recognize that finding enough time to manage the community is one of the biggest obstacles to making communities work.
- Think broadly about the benefits of communities; don’t just consider marketing benefits: Less than 30% of companies with branded communities stated their purpose or business objectives included reducing market research costs, reducing customer support costs, or new product development. Ignoring these benefits may be one of the reasons so many companies feel their community efforts fall short–they’re either getting benefits they are failing to recognize, or they are neglecting some important uses and values of their communities.
- Give communities time to succeed: One thing I found disappointing considering all the buzz around this report about the “failure” of communities is that none of the interviews or PR mention the considerable portion of the communities surveyed that were quite young. Over a third of the communities studied were less than six months old. Given the modest membership figures, it seems evident many of these organizations neglected to consider traffic-driving and member-attracting strategies, but it still is premature to call a community a failure after just six months.
- Invest more to get more: There seems to be a linkage between staffing, spending and results. This may seem obvious, but the correlation isn’t specifically called out in the report or in the news reports about the study.
De plus, voici une présentation sur les tribus d’entreprises (mon coté anthropologue est content!) produite par Deloitte, Beeline Labs et Society for New Communication Research.