The Third Annual “State of Online Branded Communities” Report

ComBlu’s study of 92 companies and 251 communities shows some progress in engagement but still an alarming lack of adoption of key best practices.

Key Findings

  • Content practices not as high as expected
  • Significant increases in engagement
  • Some integration of gamification cross properties
  • More communities with multiple pillars of engagement

Missed Opportunities

  • Little mobile integration
  • Lack of recommendation engines
  • Low adoption of rewards/recognition
  • Few advocate programs

Lesson From High Scores

  • Highest use of advocates
  • 100% adoption of 80% of the best practices
  • Deeper, more meaningful engagement
  • Great use of content best practices

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