This book has lots of ideas to build, strength and evaluate these communities, but above all, I liked the process he defines to create a community. This process is based on 7 steps:<\/p>\n
Step 1. Observe and create a customer map<\/span><\/p>\n Marketing is about observation, listening to customers, so…Let\u00b4s do it. Which communities are around your business?. What they are talking about?. \u00abNo matter what your size, there are digital conversations about you<\/span><\/span>\u00ab. Create a customer map. Even employees can be customers. Customer communities are not limited to the the folks who buy from you.<\/p>\n 2. Recruit community members<\/span><\/p>\n Identify those guys who will want (desire?) to talk with you and what about: About your products?. Your brand?. Experiences?. Of course, consider the product or service you have. Low-involvement products make harder the recruitment than if you have a high-involvement product or service (look at Obama\u00b4s example<\/a>). So everything is about \u00abrecruiting people to the site in the first place and keeping them engaged once you get them there<\/span><\/span>\u00ab.<\/p>\n 3. Evaluate Online conduit strategies<\/span><\/p>\n Which is your plan to reach your target audiences?. Check your marketing notes, and put it in practice. Afterwards, choose among the big four conduit strategies: Reputation aggregators, blogging, e-communities and social networks.<\/p>\n 4. Engage communities in conversation<\/span><\/p>\n \u00abApproach this step as if you were writing a marketing plan with the target audience of customers and potential customers in mind\u00bb<\/span><\/span>. Social marketing (and branding) is about the dialogue the company has with its customers and potential customers and it includes BOTH <\/span>the conversations you have with your customers AND <\/span>(this is important) the exchanges your customers have with one another<\/span>.<\/p>\n \u00ab…Today, however, because of the Internet, you have to think of customers as transmitters of your brand conversation. They\u00b4re already having conversations with one another about your products, anyway (…). It\u00b4s up to you to ensure that your organization participates in that conversation…\u00bb. <\/span><\/span><\/p>\n 5. Measure the community involvement<\/span><\/p>\n Yes, community marketing is, also, about measuring. But, first, establish your marketing goals and, afterwards, define the metrics you\u00b4ll use (mainly, qualitative metrics). For example, share of voice.<\/p>\n 6. Promote your community to the world<\/span><\/p>\n
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