We do online community design a little differently – we start by identifying the community “influencers” and then design the online community as part of an outreach process for communicating with our identified target markets. Depending on the digital media strategy, we integrate traditional e-communications (newsletters), gamification (applying game-based principles to influencer engagement) and develop our communities through pro-active seeding and relationship management. How have some of our clients utilized communities as part of their public relations outreach?
- Using the community to support awareness throughout off-season, keeping the audience involved year-round through permissions marketing
- Allowing users to create content that is then shared amongst community members therefore lowering the cost of content creation
- An online support community (enterprise-facing) to help lower support costs and improve self-learning
- Using an online community to certify users and potential users in proprietary tools