Kommunikation in Communities

For­res­ter for­mu­liert anhand des Pro­duk­tes Pleo (ein Robo­ter– Dino) einige Kern­punkte für die Kom­mu­ni­ka­tion mit Com­mu­nities, die ich hier gerne kurz zitiere:

- Lever­age social tools — nutze die Mög­lich­kei­ten, Mar­ken­fans wol­len sich aus­drü­cken
– Embrace the influ­en­cers — Online fin­den sich Beein­flus­ser für jeden Markt
– Be trans­pa­rent in your com­mu­ni­ca­ti­ons with cust­o­mers — sei offen und ehr­lich
– Offer pro­duct owners some exclu­sive bene­fits — Ser­vicei­deen rund um das Pro­dukt
– Embrace User-Generated Con­tent — schon beim Start des Pro­duk­tes, dazu kön­nen auch vor­han­dene Platt­for­men genutzt werden

» Web Stra­tegy Blog:Com­mu­nity Example of Excel­lence in Social Mar­ke­ting
» Deut­sche Pleo– Com­mu­nity
» Pleo: die Dino­seite
» Mein Arti­kel zur ers­ten Vor­stel­lung von Pleo: Tech­wear– Weblog

Kom­plett und in eng­lisch:- Lever­age social tools — forums and blogs (or in pleo’s case — Plogs!) to give enthu­si­asts a plat­form for expres­sion. This crea­tes buzz and demand for your product.

- Embrace the influ­en­cers. Every mar­ket has its online influ­en­cers, embrace them, get in the dia­log with them — and most import­antly — lis­ten to them.

- Be trans­pa­rent in your com­mu­ni­ca­ti­ons with cust­o­mers. When Pleo’s release was delayed, Ugobe was trans­pa­rent and open in its com­mu­ni­ca­tion with cust­o­mers through the com­mu­nity and as a result they built trust and loy­alty with early-adopter enthusiasts.

- Offer pro­duct owners some exclu­sive bene­fits — an exclu­sive “owners only” sec­tion of the com­mu­nity will offer some uni­que bene­fits inclu­ding a social net­work for Pleo owners, the abi­lity to down­load sounds and behaviors.

- Embrace User-Generated Con­tent — Even though the pro­duct is just hit­ting the mar­ket, Pleo enthu­si­asts have crea­ted videos, songs, car­toons, poems and even custom clot­hing in anti­ci­pa­tion of this robo­tic life form’s arri­val! This create tre­me­dous exci­te­ment and fun around your product.