Once designed, the community’s long-term viability is dependent upon a systematic approach to continuous recruitment and peer-to-peer outreach. ComBlu provides several services to help communities attract the type of members who will contribute to both brand and product enhancement.

Our approach includes:

• Employing a highly sophisticated identification model that uses a mix of demographic data, loyalty measures and influence indicators to find those people who
  • Purchase more often and spend more
  • Participate in a greater number of social networks than the norm. Most people actively engage in 3-4 social networks while evangelists typically participate in 12-14
  • Actively advocate for the company and introduce your product or service to their broad social and professional networks
  • Learn about your product or service deeply and intimately, often surpassing the knowledge of most employees
  • Engage with the organization over the long-term to give honest and explicit product or service feedback
  • Help the organization develop meaningful product extensions and enhancements
  • Build a powerful, peer-to-peer marketing channel
• Using a variety of community-generated recruitment devices to both attract new influential members and provide members fun, engaging ways to interest their friends and associates in joining.
• Profiling members when they join the community allows us to customize content, events, promotions, and other activities. This not only helps to activate members but also to keep them engaged over the long-term.

Once the community is activated, it must remain relevant. The company must establish listening channels that will provide input from community members about community activities and programs as well as customer experience, product functionality, enhancements, and performance, pricing, marketing, competition, etc. The company must be prepared to listen and respond as well as “institutionalize” pertinent feedback across its operations, particularly those that contribute to overall customer and community experience.

ComBlu offers a variety of services to help in the nurturing process, which include:

• Using a mix of online and off-line activities, programs, events and content to keep members involved in a community that has meaning to them and offers value to the brand.
• Creating a mix of both intrinsic and extrinsic community rewards that reflect member interests, reinforces their involvement in the community and bolsters their image as an “insider”. This is key for both growing and nurturing the community.
• Introducing new tools, content, activities, programs, events, etc. based on the listening channels integrated into the community infrastructure.
• Communicating with community members to:
  • Demonstrate that their feedback is heard and appreciated
  • Solicit their help in prioritizing changes and improvements to community infrastructure
  • Inform them about new programs, tools content and events