Objective of Go-live communications

There are three possible objectives to achieve:

1. Create awareness, both, internally and externally about the community
2. Support the acquisition of members-–support the acquisition plan
3. Support the activation and acquisition of influencers (Super users, brand ambassadors)

Create awareness, both, internally and externally about the community

Let employees know about the role of the community within the business as a whole (e.g. ”it will become our main support channel”

Socialize the objectives and teams involved in the success of the community (e.g. “We want to have a call deflection business case, improve our customer service experience and our Customer Care department will be leading this effort).

Provide guidance on what you expect from employees and on how you would want them to become involved in the community (help them answer the question: why should I join the community?)

Channel use for both external and internal communications is part of your acquisition plan

*Integrations and temporal banner notifications are not included in this list but are part of a successful acquisition plan.

Channels: Multiple vehicles can be used to communicate the same message

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Support the acquisition of members-–support the acquisition plan

Go-live communications should be part of the content calendar of the community.

Communications on the go-live should include several channels (e.g. social media, display banner on website, push notification on app).

Communications on the Go-live should be have a temporary timeline (no more than 3 weeks before official launch and no more than 3 weeks after official launch).

Support the activation and acquisition of influencers (Super users, brand ambassadors)

The first months of the community activation should focus on creating a base of engaged users; of users who visit the community regularly, who are posting more than 1 time per week and who are avid users of your products. Generating and active (even if small) user base is essential to the long term health of the community.

*Depending on the knowledge that is present in your customer you should include avid users of your products, engaged users from other channels (if they exist). and it can also include “technically” or technologically minded users who can provide support to other less advanced users.

External communications: focus them on triggering your audience's motivations to join the community

Key messages:

• The community improves our ability to provide prompt and accurate support
• The community gives our users a chance to come closer to your brand
• The community is the place where our users come together to make your products, services and processes better
• The community is a place to share your experiences of the brand with others
• The community is a place where exciting things happen (contests, games, sneak previews, latest news)

Internal communications: general overview

Employees not involved in the project

Management and C level & Future stakeholders
These are people who you want to be aware and participate in the community on a voluntary basis. You want to catch their interest and get them curious about the project These are decision makers in your organization. It’s important to make them aware of the value of the community and of the long-term ambitions.These are employees or team show are not involved in the community but who can benefit from getting involved (eg. Product teams, marketing).

Internal communications: key messages

A generic message about what the community is about (using design teasers or possibility for sneak previews)

Invitation to become a collaborator in the community.

Possibility to be part of a private area for employees only.Business objectives and business value of the community for the first year.

Roadmap or vision for the community in the long run

Secondary advantages for your brand: increased SEO value, higher NPS, improved customer service, etc.Role the community can play within their department: opportunities from them to gain from the community and its members.

*As people in this group belong to different departments the opportunities would be different depending on their specific needs.