We use research to evaluate opportunities with online communities. The following four step framework describes a typical community strategy development exercise we use for our clients:
Step 1. Define Business Goals and Objectives
This first step establishes a baseline definition of the organization's goals and potential objectives for engaging in community building activities. These goals and objectives will serve as guidance throughout the project to ensure that the final strategy reflects a direction that creates value back to the organization. Themes and business goals for a community strategy will emerge.
Step 2. Community Ecosystem Review
During this second phase the goal is to do an audit of the current community ecosystem, including customer, prospect, partner and competitor touch points. This information will help establish a baseline of market-oriented sites and activity, which will be important to understand the opportunities for new community activity by your brand.
Step 3. Member Needs Analysis
This phase will establish a baseline for potential community member’s needs, as well as their expectations of your organization. This critical phase will also guide decision-making on the types of activities to engage in, and the approach -- offline, online, hosted or independent.
Step 4. Community Strategy Development
This final phase will combine the inputs of business goals, user needs and the existing community audit to form a community strategy. Evaluating member need and business goals side by side provides a direction on the types of community opportunities to engage in. The ecosystem audit will provide direction on where to participate, and if there is an opportunity for your organization to host part of that conversation by building a destination site, hosting discussion groups, etc.
For more information, please contact Bill Johnston.
