Consumer Reports discovered that implementing an online community took it back to its roots as a consumer-driven organization. Many companies simply don t measure results. It s crucial to know the measurement capabilities of the software being selected to manage a community, and to add extra data collection and tracking, as needed. A consumer site we worked with discovered that people who participated in its community bought six times more merchandise than casual visitors. Results like these show that an investment in community pays off.
Companies have to use every means possible to reach out to members and potential members.
Outreach can involve advertising, incentive programs, newsletters, and even direct marketing via phone, fax, or e-mail. When Ace Hardware launched its community for dealers, it understood many potential members weren t online yet, so it spent money on paper-based outreach to allow even offline members to participate. Indeed, if any company s online community illustrates how to avoid the seven deadly sins successfully, then Ace is the cyberplace. With 300 commercial and industrial dealers across the U.S., Ace wanted to create an efficient way to boost sales by sharing leads and merchandising tips. Ace built an online dealer community complete with electronic message boards, expert seminars, and newsletters.