Comments on: Warning Signs of “Ghost Town” Brand Communities http://www.bazaarvoice.com/blog/2009/05/31/ghost-town-brand-community/ Ideas to Help Customers Build Your Business Sat, 20 Mar 2010 02:51:50 -0700 http://wordpress.org/?v=2.8.6 hourly 1 By: 10 Reasons Why 100 Billion Impressions Matter To You | Bazaarblog http://www.bazaarvoice.com/blog/2009/05/31/ghost-town-brand-community/comment-page-1/#comment-109023 10 Reasons Why 100 Billion Impressions Matter To You | Bazaarblog Sun, 28 Feb 2010 23:27:40 +0000 http://www.bazaarvoice.com/blog/?p=1023#comment-109023 [...] It’s evidence that customers are more likely to read this type of content than other ‘community’ content that is not relevant to shopping. [...] [...] It’s evidence that customers are more likely to read this type of content than other ‘community’ content that is not relevant to shopping. [...]

]]> By: How one man got a whole mob dancing | Bazaarblog http://www.bazaarvoice.com/blog/2009/05/31/ghost-town-brand-community/comment-page-1/#comment-82761 How one man got a whole mob dancing | Bazaarblog Fri, 19 Jun 2009 11:03:22 +0000 http://www.bazaarvoice.com/blog/?p=1023#comment-82761 [...] build online communities are abandoned when the desired results aren’t instantaneous, leaving “ghost town” communities [...] [...] build online communities are abandoned when the desired results aren’t instantaneous, leaving “ghost town” communities [...]

]]> By: Lisa Bradner http://www.bazaarvoice.com/blog/2009/05/31/ghost-town-brand-community/comment-page-1/#comment-82167 Lisa Bradner Wed, 10 Jun 2009 22:26:25 +0000 http://www.bazaarvoice.com/blog/?p=1023#comment-82167 Jon makes a key point here as do several others--there's a big difference between customer service and community and while all brands can and should provide the former not everyone has the right to do the latter Rather than thinking from a brand centric point of view about how a community can support it, marketers should identify the insights, informaton and assistance their brand can naturally provide. Higher involvement products and services may spark a community from there but many brands can't and shouldn't stretch beyond the service model. To your point, Sam, it's potentially a use of resources that could generate greater sales and profitability elsewhere. Notice how we always point to examples of "passion brands" when we talk about successful communities? There's a reason for that. Great post, Sam, but next time use a Forrester stat. :) Jon makes a key point here as do several others–there’s a big difference between customer service and community and while all brands can and should provide the former not everyone has the right to do the latter Rather than thinking from a brand centric point of view about how a community can support it, marketers should identify the insights, informaton and assistance their brand can naturally provide. Higher involvement products and services may spark a community from there but many brands can’t and shouldn’t stretch beyond the service model. To your point, Sam, it’s potentially a use of resources that could generate greater sales and profitability elsewhere. Notice how we always point to examples of “passion brands” when we talk about successful communities? There’s a reason for that. Great post, Sam, but next time use a Forrester stat. :)

]]> By: Twitted by bhudgeons http://www.bazaarvoice.com/blog/2009/05/31/ghost-town-brand-community/comment-page-1/#comment-81674 Twitted by bhudgeons Tue, 02 Jun 2009 09:12:37 +0000 http://www.bazaarvoice.com/blog/?p=1023#comment-81674 [...] This post was Twitted by bhudgeons - Real-url.org [...] [...] This post was Twitted by bhudgeons – Real-url.org [...]

]]> By: Online communities: not just for ghosts! | Social Web Strategies http://www.bazaarvoice.com/blog/2009/05/31/ghost-town-brand-community/comment-page-1/#comment-81607 Online communities: not just for ghosts! | Social Web Strategies Mon, 01 Jun 2009 15:15:26 +0000 http://www.bazaarvoice.com/blog/?p=1023#comment-81607 [...] Decker of BazaarVoice posts about “Ghost Town” Brand Communities, and his post makes good points, beginning with an acknowledgment (via Gartner) that 50% of brand [...] [...] Decker of BazaarVoice posts about “Ghost Town” Brand Communities, and his post makes good points, beginning with an acknowledgment (via Gartner) that 50% of brand [...]

]]> By: Mike D. Merrill http://www.bazaarvoice.com/blog/2009/05/31/ghost-town-brand-community/comment-page-1/#comment-81604 Mike D. Merrill Mon, 01 Jun 2009 14:59:26 +0000 http://www.bazaarvoice.com/blog/?p=1023#comment-81604 Sam, great post. Many companies are rethinking about creating their own community in hopes they can create the same buzz and stickiness on their own website. The core problem solved can't be commerce. I will share this post with some of my customers. Mike D. Merrill Chief Bacon Maker and Marketing Strategist @mikedmerrill Sam, great post. Many companies are rethinking about creating their own community in hopes they can create the same buzz and stickiness on their own website. The core problem solved can’t be commerce. I will share this post with some of my customers.

Mike D. Merrill
Chief Bacon Maker and Marketing Strategist
@mikedmerrill

]]> By: Jon Lebkowsky http://www.bazaarvoice.com/blog/2009/05/31/ghost-town-brand-community/comment-page-1/#comment-81603 Jon Lebkowsky Mon, 01 Jun 2009 14:34:18 +0000 http://www.bazaarvoice.com/blog/?p=1023#comment-81603 I think there's some confusion here about what constitutes "community." Facebook is a crowd, not a community. It's a social network system where people can connect, but not everyone is in relationship to everyone else. Communities form within Facebook, but they often don't work. In general, true communities mean persistent relationships over time, and shared history, and they don't scale well. One way to scale is by creating a context for community "chunks," as sometimes occur within Facebook, and as you have on the WELL. One way to get early passionate engagement that drives adoption and vibrant conversation is to seed the community early with members who will commit and persist, who care about the subject(s) of the community, and who are articulate. Start small; as the community grows, it will chunk into subcommunities rather than scale as one large conversation. I think there’s some confusion here about what constitutes “community.” Facebook is a crowd, not a community. It’s a social network system where people can connect, but not everyone is in relationship to everyone else. Communities form within Facebook, but they often don’t work. In general, true communities mean persistent relationships over time, and shared history, and they don’t scale well. One way to scale is by creating a context for community “chunks,” as sometimes occur within Facebook, and as you have on the WELL.

One way to get early passionate engagement that drives adoption and vibrant conversation is to seed the community early with members who will commit and persist, who care about the subject(s) of the community, and who are articulate. Start small; as the community grows, it will chunk into subcommunities rather than scale as one large conversation.

]]> By: Community Guy - Jake McKee » Blog Archive » Are dead communities the sign of a dying industry? http://www.bazaarvoice.com/blog/2009/05/31/ghost-town-brand-community/comment-page-1/#comment-81569 Community Guy - Jake McKee » Blog Archive » Are dead communities the sign of a dying industry? Mon, 01 Jun 2009 00:41:06 +0000 http://www.bazaarvoice.com/blog/?p=1023#comment-81569 [...] Sam weighs in on this topic! var ecov = "sh"; document.write(unescape("%3Cscript [...] [...] Sam weighs in on this topic! var ecov = “sh”; document.write(unescape(”%3Cscript [...]

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