Community + results + KPI + objectives = Somes slideshows
Generating and leveraging brand communities starts being hype if we check the flow of incoming information about it. First of all, the latest book of Charlene Li and Josh Bernoff “Groundswell”, then the study Tribalization of Business by Deloitte, BeelineLabs, and SNCR, and the last master piece which is the Forrester presentation of online community best practices. Here’s an overview of these 3 major content provided by some of the best people around (regarding Social Media).
To get an overview, start with some stats and feedbacks from the market reading the study from Deloitte, BeelineLabs, and SNCR:
Top info in the presentation:
- Who’s in charge: mainly marketing department
- Top business objectives: bring outside ideas into the organisation faster, generate Word of Mouth, increase customer loyalty and brand awareness
- Top usage scenarios: amplifying word of mouth, idea generation, general marketing, and market research
- KPI: traffic stats, awareness, new ideas
- Obstacles: generating people to engage, finding enough time to manage the community
According to the study Marketing is in charge, aiming at Word of Mouth spreading. But one of the KPI is new idea generation. That may be the trouble creating obstacles to leveraging community: how can a marketing guy answers questions related to product dev (communications ideas are only the top of the iceberg, and non engaging topics for customers)? And if the community management comes to be about product dev, marketing dept isn’t relevant and doesn’t want to be in charge of (which means an intern or an unwilling volunteer would be in charge).
Then now some how-to regarding getting started with communities through reading the 2 following presentations including some smart examples:
- Objectives are key to successful social strategies: read the POST method presentation from Forrester for more info
- Objectives of communities: listening, speaking, energising, supporting, and embracing
