10 points to consider – Point 1

2 Comments

Posted by Lilli Allihn under Co-creation and Innovation and Insight and Online Communities and Qualitative research and Research and Strategy, 5 Jul 2012


This is the first entry in our series: 10 points to consider when setting up Insight, Innovation & Strategy Communities.

One of the most important rules of online communities is to choose a primary purpose.


Is it to market to consumers, build the brand and drive advocacy? If so, you need an “output” or “marketing” community. If your objective is to work with consumers on insight, innovation and brand strategy work, you need an “input” community.

It is very tempting to see communities as tools that help satisfy both “input” and “output” objectives. They are not. The two types of community require different skills and need to be managed very differently. It is not easy to be good at both and the best agencies tend to specialise in one type of community or the other. To say you can successfully do both at the same time is simply not true. Choose a primary objective and design the community around it. You will get much more from it.

Bookmark and Share

This entry was posted on Thursday, 5 Jul 2012 at 9:00 am and is filed under Co-creation, Innovation, Insight, Online Communities, Qualitative research, Research, Strategy.
You can follow any responses to this entry through the RSS 2.0 feed.
You can leave a response, or trackback from your own site.


2 comments

  1. Adam Joseph Says:

    July 6th, 2012 at 12:24 am

    G’day, Adam from Australia here! I think the best local example I’ve seen of a marketing community is from Tourism Australia, who are arguably the best marketers in the country.

    Their community at NothingLikeAustralia.com.au hands over the job of marketing Australia to the people who know best (Australians), with 60,000 comments shared to date:

    http://www.nothinglikeaustralia.com.au/index.htm

    Tourism Australia also has the country’s largest fan count on Facebook, in addition to owning what I believe is the world’s most popular tourism destination page on the site.

    http://www.bandt.com.au/news/advertising/three-million-global-likes-for-tourism-australia

    On this last point, how do you guys at Promise consider Facebook fan pages in the grand scheme of things regarding online communities?

  2. Going In this article Says:

    April 6th, 2013 at 6:04 am

    Going In this article…

    10 points to consider – Point 1 | Co-creating the future…

Have your say





You can use these XHTML tags: <a href="" title=""> <abbr title=""> <acronym title=""> <b> <blockquote cite=""> <cite> <code> <del datetime=""> <em> <i> <q cite=""> <strike> <strong>

« »
  •  

    Who are we?

    Promise & Promise Communities

    As the pioneers in the field of co-creation, we bring companies and their customers together to create value through insights, new strategies and innovation.

    And at Promise Communities, the digital division of Promise, we pride ourselves in having the world's most motivated collaborators and we are passionate about creating and maintaining the most vibrant, engaged and committed online communities.

    Find out more about what we do at our website >

    What is co-creation?

    Our experience shows that the most powerful way of growing businesses and brands is by involving the people who stand to benefit most: customers and their staff. We have developed a range of techniques and processes to do this, and produced a string of business breakthroughs through co-creation and engaging collaboration.

    Hide info

  • Subscribe by...

    How do I subscribe?

  • Recent posts

  • What we are reading

    • No bookmarks avaliable.

  • What we talk about