Category Archives: Fundamental 2

The power of Online Communities: Best practices – Part 2

large__3040979981In part 1 of the power of Online Communities: best practices,  I talked about three best practices: LEGO’s Click community (commercial), DELL’s Ideastorm community (commecial) and the OnePercentClub community (non-commercial). I will now show you three other very interesting success examples of commercial and non-commercial brand communities. Continue reading

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The power of Online Community: Best practices – Part 1

large__6898047487I will now show you three success examples of commercial and non-commercial brand communities. I have observed these communities: I analysed their content and looked at their underlying community concept. Of course, there are many other examples of successful communities. I chose these specific ones because they all have some interesting elements that I think non-profits can learn a lot from.

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A call for action: Why non-profits should invest in Brand Communities – Part 2 (Model: factors influencing brand image)

large__2389965725I believe it is important for non-profits to understand that when you aim to build strong, lasting relationships – everything matters. “Every interaction at every touch point is an opportunity to strengthen or dilute the experience and therefore the level of trust and loyalty” says Weisnewski (9). As I described in an earlier post, people are constantly engaged in countless online conversations with others. Hence, there is a changing generation. The ‘online experience’ is playing a vital role for people making purchase decisions. The same counts for donation decisions. Continue reading

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A call for action: Why non-profits should invest in Brand Communities – Part 1

large__6813269600-1Many non-profit organizations have already cottoned on to social media as tools for reaching and engaging potential and existing donors/supporters. Still, many charitable organizations hesitate to fully integrate social media platforms, such as online communities, into their overall corporate strategies. They maybe do realize that engaging (potential) donors via online communities can create powerful value, but it is also clear that they sense financial risk. Continue reading

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The real business value of Brand Communities: A beautiful blend of benefits – Part 2

large__2355249759In part 1 of the “Real Business Value of Brand Communities: A Beautiful Blend of Benefits”, I introduced you to  some of the main spin-offs of online communities that can be of great value to firms. Customer insights, customer satisfaction, brand advocacy, increased sales etc. are some of the examples I talked about. Of course it is important to also realize that an online community will require investments. It will require continuous time, money, effort and great community management to create and maintain a lively community that serves your goals. Continue reading

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The real business value of Brand Communities: A beautiful blend of benefits – Part 1

large__7711389266Blogger Ken Thompson reveals that “a recent survey that was conducted in 2011 revealed that 50% of the top 100 global brands have hosted some kind of branded community”. Why is it that more and more brands invest in online communities? How exactly do they create value? I will introduce you to some of the main spin-offs that can be of great value to firms.

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What are companies doing with Online Communities today? – An adaptable marketer

large__3256031851In my previous post, I talked about the so-called Web 2.0 revolution which has led to new trends and a changing young generation. An interesting question to ask is: How are marketers dealing with this changing generation and emerging trends? In this post I will answer that question and introduce you to the rise of branded online communities.

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What are companies doing with Online Communities today? – A changing generation

large__4540607699Everywhere, anytime, right now, as you read this, people are engaged in conversations with countless others. Through blogs, message boards or sites like Facebook, Twitter, YouTube or Tumblr, people share photos, videos, ideas and opinions. The so-called Web 2.0 revolution has allowed Internet users to collaborate, share and contribute to the process of website development.

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