Community building is the result of EVERYTHING ELSE in your brand experience. Your strategy and your core competencies gave you direction. You invested in a brand and key concepts that it aspired to create. You gathered content around your products and integrated your key concepts into that content. You serviced your users and put the customer first in your decision making. You gathered products or services around those concepts. Community is your next stage of enlightenment.
Nurture the users around your products. Understand the ecosystems necessary for their success. What would they like to accomplish? What comes before your products? What comes after your products? How do they work together? Can you leverage the rest of the ecosystem to provide more of the solution for your users in the context of their experience with you?
Keep your customers informed about the progress of their orders. Remind them of the benefits of your products or services and why you can make them more successful. Listen to their suggestions. Be open to new relationships if it benefits your customers. If you add this positive spin to your customer interactions around your products, your ecosystem and extended community will form.
Partners will emerge. Work closely with them to extend the community. This starts easiest when you have a process to complete. Map it out and look for where the pieces may fit. Your community users will be just like any neighborhood. You will have your active and vocal members, observers, complainers, analysts, gurus, and new arrivals. It is helpful if you can build a path for each of these profiles where they can successfully follow the process to completion. Communities evolve continuously. Build them around your core competencies and you will be able to continue to support and grow them over the long haul.
This Web site is aimed at capturing some of the basic concepts I use when creating integrated marketing programs and leveraging the internet.
Phil Gibson ©2016