The company not only changed the color, but also instituted a process for soliciting community input on coming changes. It s surprisingly common to find companies haven t thought through how having online communities could benefit their businesses. In other words, businesses haven t figured out whether, for instance, they hope to sell more to existing customers or find new customers. Planning a community for the right reasons can bring unexpected benefits. 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.