Online communities help companies establish relationships with their customers and prospects, based on trust and transparency.
Both these qualities entail an opportunity for companies to benefit from the advantages that an online community provides, as a communication channel and as a space for generating conversation about their brand and their offerings.
As a communication channel your community can help your brand to voice its campaign messages to a targeted audience. As a conversation generator, online communities will boost your ongoing campaigns by allowing your brand to gain insights, gather feedback and reward its customers.
This paper shows how your online community can play a series of distinct roles in marketing campaigns, campaigns related to product development and as well as those focused on brand activation.
The paper develops in three sections:
Section one discusses the reasons, roles and goals that your online community can play depending on your campaign’s channels and objectives.
Section two discusses the aspects to take into account to ensure that your campaign management runs smoothly and your community delivers the expected results.
Section three presents a detailed overview of five actual campaigns, where an online community has played a central role.
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