Virtual Communities

another week is over again, some more meetings being held and it was again some hero in those meetings „The Community“. It’s everywhere and especially the advertiser in those days now tries to sell that „great“ and „innovative“ „interactive“ idea – The community must be interactive, web2.0 and digital. Why? Did those guys forgot what they did some years ago? Most of them are in the age where you think as some guy in his early 30s – „hey this CEO, CCD or whatever those guys titles are – must know that time, where they working on somthing strong, something lasting and something with content“. Where is it now? They talk about convergence in communication and ideas – they act like being lost in a world. It’s just how content flows, what has changed, not the content itself. It’s not the communication it’s the brand itself. Based on this fact rethink your digital strategy. Does you product has a community already? Is there a fair chance that you could help to form and unite a not yet known community – FORGET ABOUT BUILDING YOUR VIRTUAL COMMUNITY IF YOUR BRAND EVEN DOES NOT BRING PEOPLE TOGETHER.

Myth #1
A brand community is a marketing strategy.

The Reality
A brand community is a business strategy.

Harvard Business Manger 05.2009, p. 12 article by Cornelia Geissler


I know, in the past everything was better and easier. But in some ways this really i correct.
Web2.0 is in everybodies marketers mouth and even i though that this trand is already on it’s way out of some BUZZ it really took off after 2006.
But where are we today.
It’s great talking about virals, seeding strategies and UGC but most people donnot know anything about the consequences.

#01 Virals are no cheap at all – If the impact of communication is defined somehow like: (idea*media-reach)*affinity(audience) it’s quite obvious where the bottle kneck really is. If you donnot like to spend in big media the idea needs to backup all media in terms of creativity.

#02 There are no boundaries in viral ideas – uhhh donnot even think you are making an easy deccission and a chilling 9to5week just running some virals and UGC with your agency. You need to check-check-check and control. Check1-is the content being uploaded political correct anf following the legal terms? Check2-is there content that could inflict someone’s legal rights in terms of ownership? Check3-is your seeding really working and are you using the right processes for establishing word-of-mouth? Check4-how i the managed seeding working?

#03 Be open in how you brand will be interpreted by your audience.

#04 Check Control Rework – Find good explanations for your Boss.