The social web has created a shift in how companies are marketing to their consumers. Brand affinity is the holy grail of marketing departments. But how can you reach that level of devotion in your customer base? Instead of marketing to your customers, let your customers talk to you. Have them tell you what they want instead of you telling them what they should have. Marketers are shifting their focus from media and technology to the conversations taking place on the social web. Social Business Software allows them to capture these conversations by providing the framework in which they take place. Creating an environment of participation provides an opportunity for you to support multiple conversations at varying levels of engagement, reaching both a target audience and their extended social network. Download this free white paper from Jive Software to learn more!
Jive Software White Paper
Building Online
CommunitiesTable of Contents
Introduction. 1
What is Web 2.0?. 1
What has changed?. 1
Community Planning. 3
Goals & Objectives . 3
People & Profile. 3
Relationships & Engagement . 4
Community Characteristics & Technology. 5
What's Next. 6
Appendix - Example Communities . 7
Nike Running / NikePlus. 7
CNN iReport . 8
My Cancer Hub. 9
Intel OpenPort. 10Jive Software White Paper 1
Introduction
What is Web 2.0?
We've had the opportunity at Jive to provide community & collaboration solutions to quite a few clients over the years, and have recognized some important trends that have driven the success of these customers. One thing we've noticed is a steady change to new "Web 2.0" technologies - a shifting from nouns to verbs, or from a "read-only" web to a "read & write" web.
Another way of describing Web 2.0 comes from the book "Wikinomics": "weapons of mass collaboration" that are freely available to everyone with an internet connection.
We have seen a shift from simple web page browsing for information to users wanting to contribute, from standard knowledge management to conversational knowledge management, from cooperation to collaboration, and from workgroup platforms to wikis, blogs, discussions, rss feeds, and more.
People no longer just want to browse your site or be marketed to - they want to enter into a conversation with you. Companies need to start realizing this. People are already talking about your product or services whether you like it or not. They're either talking about it on your site or on someone else's, so you may as well be in the driver's seat and provide them an easy and intuitive way to enter the conversation on your site where you can benefit from the interaction and take advantage of the informatio... [download for more]
