====== Differences ====== This shows you the differences between two versions of the page.
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the_sweet_spot [2015/09/13 21:31] hawk |
the_sweet_spot [2024/05/03 02:11] (current) |
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| Let’s break these overlapping circles down a little. | Let’s break these overlapping circles down a little. | ||
| - | ===== WHAT BRANDS WANT ===== | + | ===== What Brands Want ===== |
| Brands want one of seven things (even if they’re not sure about it). | Brands want one of seven things (even if they’re not sure about it). | ||
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| You can find these in our [[http://course.feverbee.com/ROI.pdf|ROI framework]]. | You can find these in our [[http://course.feverbee.com/ROI.pdf|ROI framework]]. | ||
| - | Brands create communities to keep customers for longer, persuade customers to spend more, acquire new customers, increase staff productivity (knowledge sharing/social capital), reduce costs (customer service/marketing), and fulfill the organization’s mission (non-profits). | + | Brands create communities to keep customers for longer, persuade customers to spend more, acquire new customers, increase staff productivity (knowledge sharing/social capital), reduce costs (customer service/marketing), and fulfil the organisation’s mission (non-profits). |
| - | When an organization creates an internal community, it’s ultimately to improve productivity through reduced duplication costs, better collaboration, better-trained and smarter employees. | + | When an organisation creates an internal community, it’s ultimately to improve productivity through reduced duplication costs, better collaboration, better-trained and smarter employees. |
| Very often, the real goal is hidden behind the several layers. A brand might want to increase engagement (layer 1), to increase loyalty (layer 2), to increase higher levels of retention (layer 3). | Very often, the real goal is hidden behind the several layers. A brand might want to increase engagement (layer 1), to increase loyalty (layer 2), to increase higher levels of retention (layer 3). | ||
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| - | ===== WHAT MEMBERS WANT ===== | + | ===== What Members Want ===== |
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| - | ===== WHAT COMMUNITIES OFFER ===== | + | ===== What Communities Offer ===== |
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| - | **WHAT HAPPENS IF ONE OF THESE IS MISSING?** | + | ===== What happens if one of these is missing? ===== |
| If you look at the Venn diagram, it’s clear that the target to hit is quite small. That’s why most communities fail. Here are the three most common areas. | If you look at the Venn diagram, it’s clear that the target to hit is quite small. That’s why most communities fail. Here are the three most common areas. | ||
| - | === CONTENT MARKETING (NO COMMUNITY ELEMENT) === | + | |
| + | ==== Content Marketing ==== | ||
| + | (No community element) | ||
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| - | === FAILED CONCEPT (NO MEMBER WANT) === | + | ==== Failed Concept ==== |
| + | (No member want) | ||
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| - | === ENTHUSIAST COMMUNITY (NO BRAND WANT) === | + | ==== Enthusiast Community ==== |
| + | (No brand want) | ||
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| - | === THE SWEET SPOT === | + | ===== The Sweet Spot ===== |
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| This is a community that has a concept based around a want members know they have and nurtures members to explore, influence, and support one another to co-create value with the brand, and uses the permission they have to interact with members in ways that increase value. | This is a community that has a concept based around a want members know they have and nurtures members to explore, influence, and support one another to co-create value with the brand, and uses the permission they have to interact with members in ways that increase value. | ||
| - | Let’s go through an example. | + | |
| + | ---- | ||
| + | |||
| + | ==== Example ==== | ||
| **Cuban Coffee Capsules** | **Cuban Coffee Capsules** | ||
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| Now you have a community where members get practical value, with a reason to participate, and you have a several ways to increase purchases. You also get to position yourself as the place that will make people more productive. | Now you have a community where members get practical value, with a reason to participate, and you have a several ways to increase purchases. You also get to position yourself as the place that will make people more productive. | ||
| - | **FINAL THOUGHT** | + | ==== Final Thought ==== |
| Clearly Cuban Coffee Capsules has it easier than you. They don’t exist. They don’t have to deal with all the internal battles and challenges doing the above entails. But these are exactly the battles we need to fight if communities are going to succeed. | Clearly Cuban Coffee Capsules has it easier than you. They don’t exist. They don’t have to deal with all the internal battles and challenges doing the above entails. But these are exactly the battles we need to fight if communities are going to succeed. | ||
| Branded communities aren’t in a healthy place at the moment, but they definitely could be. | Branded communities aren’t in a healthy place at the moment, but they definitely could be. | ||