Let’s Jump in
Again…for the purpose of this series on Community Development we’ll be interchanging such terms for community as Hub or Blog or Destination. So let’s start with what’s the purpose of a community in your social media marketing strategy?
The purpose of a Hub is to:
To that end, the objectives fall right in line with purpose. Here’s a few for your consideration:
Probably no surprises here, and, your list of objectives may/should have a few more. Once you have your objectives articulated, the tough stuff comes into play. How do I make all this work? How do I achieve an expected ROI? How do I succeed?
The 3 legged stool
When we begin our development work for the Hub with our clients, we usually start with the metaphor of a 3 legged stool. A stool works just fine with 3 legs, but has an extremely difficult time standing on it’s own with 1 or 2 legs. Impossible right? Well the same can be said for the stability of a community…we need at least 3 legs. Our suggestion is to start with these 3 as your legs. And in our world these 3 represent the key stakeholders within any successful community. The 3 key stakeholders are:
These key stakeholders will need to deliver on the user experience within this branded destination. It is essential an exceptional experience is created and maintained for all listed above. It is also essential all 3 contribute to establishing a value exchange within the community.
In our next post we’ll be sharing with you our thoughts for creating this exceptional experience and building a value exchange. Also, what social media marketing as well relationship marketing strategies should be incorporated in a well thought out blueprint for the hub? As you review this post, please share your thoughts…as some of you may have already developed and launched a successful community, hub or destination.