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.