After recent news that Facebook is more popular google (in terms of unique users within a week) I take this opportunity to do some reflection on the online community linked to a brand, a brand and as some have a great success, while others fail miserably.
Are clearly personal opinions.
At first glance, implementing an online community is not particularly technical, substantive when it was in the presence of such a consolidated brand (who knows how to communicate and has the equipment required to do so), is not as immediately make a living and participation: key success.
Let us know why.
Everything hinges on a paradigm that links people and communities.
In general it seems that the user participates in a community for one or more of the following reasons:
- Exhibitionism (both physical and intellectual)
- To receive information from others and share their
- To exchange views on a particular subject / area / passion
- For any reason to bring him a personal benefit
- For pure entertainment, to meet people, to have personal contacts to identify a group
Setting, layout of the community are very respectable, pleasant and rich in content, these elements are important, but enough to make “community”?
You should try to analyze one by one the levers that drive users to the model of community and see if you have success in the community or if they are not in those of little appeal.
1) physical or mental exhibitionism
The intellectual exhibitionism is manifested by the ability to show others how good we are doing something creative. The community that revolves around our brand has these characteristics?
2) receive information from others and share their
What interests does not seem to be the “voice” of the brand, an event, but the voice of people who speak of the brand, the event. The review and approval of others is what we seek.
3) exchanging views on a particular subject / area / passion
Frankly I do not think we can excite and then to completely dedicate a brand.
the characteristics shared by successful communities are not directly “branded”.
4) obtain a personal advantage
I think for example, bonuses linked to participation, but in this case even if attendance is high loyalty towards the community and then the brand is very low because of course it is clearly an interest of convenience.
5) participate for fun, to meet people, to have personal contacts to identify a group
in this case it clashes with specific community specially made to meet these needs, from the various meetic facebook etc..
Another important consideration to make is that, like an empty room there stimulates the entrance, while a full gives us the idea “that will have fun” and that is why it is full .. so this kind of community have the same effect in the early stages are populated as possible to drawing more users with campaigns ad-hoc/concorsi or fill in a dummy (with real users)
In summary:
Company and its brands that should take effect “community”, the streets are passable to be found in section 1 and section 3, but my opinion is that to attract users to the community participation is necessary to be a part ‘Web mkt action related to an immediate advantage for the user who registers, such as a small competition, rather than a points system that gives real benefits from such spending in the store, the other must be less self-referential and CONDUCT content community almost completely to the user will use the mechanism to convey only indirectly or otherwise fairly brand
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