Spring into community


Cheers to spring. It means gardening, baseball, sunshine, barbeques and the promise of summer. It also means that ComBlu is busy gearing up for the 2012 State of Online Branded Communities Study. It is hard to believe that we have been on this journey for four years now. We have watched community strategies mature and evolve, and I can’t wait to see what’s in store this year. What brand will finally break into the Black category? Will the Auto industry get off the schneid? How has Pharma dealt with regulations over the last 12 months? Will it be the year for Entertainment?

In any case, I expect to be wowed. If you are a brand included in our study I will be asking some important questions about your communities:

· Do you offer a personalized experience that improves with each interaction?

· Do you publish diverse and quality content? Do you have a balanced mix of branded, social and aggregated content?

· What are you doing to incent behavior? Is it working?

· Are you engaging advocates and do you know what to do with them?

· Do you really leverage all of your social assets? A link to Facebook and Twitter doesn’t count.

· Did you invest in unique tools and functionality? Think beyond “out of the box”.

In the ComBlu spirit, I am looking for true innovators who are not content with the status quo. Last year we found that, “optimizing member experience remains an aspirational goal.” This year we hope to find it realized.

Click here to download last year’s study, and stay tuned for some sneak peeks on what’s in store for 2012.

Happy spring!

Jennifer Voisard
Jennifer Voisard

Senior Consultant

A social marketing specialist with expertise in advocate identification and engagement, social monitoring programs, content process, online communities and social performance metrics and analysis.

Experience across multiple industries including technology, professional services, manufacturing, consumer products, healthcare and entertainment.

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