A Key to Successful Social Communities
June 23rd, 2008
It’s been a busy weekend for the Brains on Fire clan. We had the identity heavyweights pounding though 5 different rebrands for a major outdoor recreation company this weekend. Matt, Joe, Eric D. and Libby on the ground in Charleston for the Parks Conservancy kicking off the word of mouth movement there. And Geno, Carrie and I are in Madison, Wisconsin taking the new guard of the new Lead Fiskateers through the curriculum.
And as we were working through the intense three days and the different sections of the curriculum, it dawned on me why most social communities fail:
The vast majority of companies create social communities or try word of mouth initiatives with this major question at the root of all their efforts: “How can doing this benefit us?”
And that’s why they aren’t long-term. They aren’t sustainable. And they aren’t successful.
So what should you be asking? “What can we do that benefits our customers and kindred spirits?”
And there is your North Star.
Other posts by Spike.
resistancetoys says:
Bingo.
I contributed to building an information-gathering blog for my day-job company, trying to infuse movement into the tactics that the business owners are comfortable with. It’s not gaining momentum. I know why, and they don’t. *Sigh*
June 23rd, 2008 at 5:03 amCara Keithley says:
I think it is a touch point that we always have to remember, “how can we help our customers?” It goes along the same lines as the old saying “the customer is always right.” When it becomes more about you than them, you’ve lost touch with your mission and purpose.
June 23rd, 2008 at 9:18 amLewis Green says:
Spike,
I think the best thing we can do to benefit customers and all our readers, listeners and viewers is to learn what they want and do the best we can to give it to them. Ask questions and listen first, then respond.
June 23rd, 2008 at 9:20 amGreg says:
One aspect I have not read about with business and social communities is institutional knowledge.
Most people who engage in long-term communication with customers will move on in a couple years. The person that takes their place will have to learn all the stories of all the people.
How is continuity maintained?
June 23rd, 2008 at 10:25 amCristina Coraggio says:
So absolutely true, and something the not-for-profit I work with is grappling with right now. The What’s in it for them?” vs. “What’s in it for us?” mindset should be the centrepiece of any strategy. Yes, in the end, it’s about how it benefits us, but without giving our “customers” or “audiences” what they want, it will be just another case of build it and they won’t come.
June 23rd, 2008 at 12:38 pmMac Curfman says:
Its about “engagement!” Are we engaging our clients/customers hearts and minds? Do we engage them in a dialog (not a monologue). Are we interesting to them? Do we have their undivided attention? Really? We can’t help them if we can’t get past the clutter of everyday!
June 23rd, 2008 at 12:58 pmBIG Kahuna says:
Spike, Thought you might like my take on it all (in my non candy coated way):
http://www.brandidentityguru.com/wordpress/?p=717
June 23rd, 2008 at 4:24 pmAnonymous says:
Howdy Spike!
June 24th, 2008 at 4:45 amGreat post. AND, I have a real life example of how asking that EXACT question can get me to shell out extra cash.
I write this from the lobby of the Shades of Green hotel in beautiful Walt Disney World…and on my $6.95 a day wireless internet service. I asked why they even bothered to charge, and they said, the rooms are already discounted to a very high degree (and they are…we’re staying at the resort owned and operated by the US Armed Forces and Department of Defense), and so few people break out their email when they’re on vacation that they decided to charge for the internet, so they can keep room costs down. The lady at the front desk even used the phrase “Everyone who works here, from the housekeeping staff to upper management, spent a day figuring out how we could cut costs and keep our rates so low, but would STILL MAINTAIN THE BENEFITS OUR GUESTS RICHLY DESERVE!” They said that everyone who stays here really is a part of an extended family (almost everyone here has served or is married to someone who served in a foreign conflict), and family members work together to keep bills down. So if they’re going to charge a quarter of what comparable hotels will charge, the least I could do is help out with the internet charges. And you know what…with that kind of explanation, I’m actually MORE likely to spend that money later on this week. Goofy, huh? Oh…speaking of which…my wife and son and I have an important meeting to get to. TTFN!
Marty says:
Completely agree! I am about to launch a consumer community that has been in beta for 6 weeks now. The basis for the community was how can I help my customer help each other? Some customers were using our products beautifully and others weren’t seeming to get the full benefit of our features. I wanted to enable conversations between the groups so they could help each other do better. The side effects are a net positive for me, I get happier, more engaged customers and some good, real time feedback about my product and I use to inovate.
June 25th, 2008 at 7:40 amShaun Dakin says:
Another great post. I’m reminded of my mentor, Steve Johnson of Pragmatic Marketing (http://www.pragmaticmarketing.com/) who says to his clients when advising them on how to answer an executive that has an opinion (vs. data).
“Your opinion while interesting is not relevant. What is relevant is what customers think about XXX and here is the data about XXX.”
Regards,
Shaun Dakin
July 21st, 2008 at 8:18 am