Online branded communities have become mainstream with companies of all kinds leveraging them to help support their overall business and growth objectives. The majority of branded communities are designed to serve at least one if not all three of purposes: to provide user support, to compile feedback and to foster advocacy. While starting an online community to help build your brand is an important project, maintaining a community that has engaged members, vibrant discussions and a sustainable membership it is not a simple task. Ongoing attention and care to ensure community vibrancy is crucial to your success.
ComBlu was recently commissioned by Lithium Technologies to conduct a research study on the hallmarks and best practices in community vibrancy. Our study examined a blend of qualitative and quantitative measures that focused on the four primary areas of vibrancy best practices:
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Engagement: The interactions online community members have with the brand, each other or persons outside the community on behalf of the brand and/or its mission |
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Content Experience: The textual, visual or aural content that is encountered as part of the members user experience |
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Gamification: The infusion of game design techniques, game mechanics and/or game style into the member rewards and recognition program |
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Community Management: Strategies and efforts that work to build, grow and manage an online community |
Weighting for each area was determined by their contribution to overall community vibrancy as established by ComBlu’s proprietary scorecard developed for our own annual State of Branded Online Communities study.
The study targeted 90 mature branded online communities that provided membership without requiring specific product registration information or prior purchase. Industry verticals included in the study were: High Tech Software, High Tech Hardware, Consumer Service Product, Retail, Gaming, Consumer Electronics, Financial Services, Travel and Professional.
The study identified several key areas that have the largest impact on vibrancy when not properly executed. Over the next couple of weeks, we will examine these areas and offer findings and insights from our study. The first part of our community blog series will focus on the role of content in community vibrancy.
More to follow, so check back periodically – we are sure you won’t want to miss it.
Principal
Engaging your customers is at the heart of successful marketing programs. For more than 20 years, Cheryl has been building and executing content and thought leadership strategies designed to do just that. She is excited to be applying that well-honed skill to a help companies like Microsoft, Cisco, 3M, Intel, Capital One and Barclaycard tap into their stakeholder communities and build sophisticated content strategies.
Her experience base spans a range of industries – from technology and financial services to retail, travel, consumer products and healthcare. Cheryl has served as an integral member of her clients’ marketing teams, providing counsel on marketing and brand strategy, thought leadership, media relations, product introductions, and event management.
Prior to joining ComBlu, Cheryl spent 10 years leading corporate marketing for large, complex organizations.