WIKIBRANDS Chapter 12 Executive Summary

In order to provide a great brand community, it is important for organizations to internalize the spirit of this opportunity. The voices of the employees must also be authentic.  If communication isn’t authentic, or companies try to use ghost writers, customers will realize right away.

Once an internal community has been created, a firm can recruit external participants.  If governed correctly, it is incredible how much value volunteer contributors will provide. Think about Tom Sawyer convincing the other kids that painting Aunt Polly’s fence is actually fun instead of a chore.

Tom SawyerSean O’Driscoll, Partner with PwC Advisory identified four types of community members, along with how to address their core motivations for participation:

Critics: Make sure you listen to their concerns and close the loop on their complaints and suggestions.

Connectors: They want special access.  Have them sign a non-disclosure agreement, and then provide them with sneak previews to operations, updates and so on.

Creators: Stroke their egos; give them tools they need to create new offerings.

Collectors: Provide them with the proof of their contributions, such as digital badges.

The community needs to help people find the right answer quickly, but also provides a subtle undercurrent of confidence.  It is also important to let people who are involved in the same type of work, issues or situations to answer specific questions.

Volunteer community experts offer the following as their motivations for participating in the community:

They have a genuine need to help people

They get a thrill from solving problems

It makes them better at their jobs

It builds their personal brands

Helping gives them a sense of ownership in the product

For further information visit: http://wiki-brands.com/