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.
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.
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