- Content is king.
I probably don't need to dwell on this however, I think its important to appreciate that content leads when it comes to nourishing a community. Its easy to digest, offers entertainment and provides the audience with a piece of social currency for them to share to their friends. My colleague Zoe Scamen has written a great post on this here. So do develop a content schedule and maximise it! - Timing is everything.
OK, I know that's not necessarily true but I think its easy to rush something to get a box ticked without putting timing in to consideration. I like to think upon it as "Contextual Marketing" i.e. think about what people are doing at that moment in time when your message is read and try to make it as relevant as possible. So for example; its lunchtime - don't start talking about night caps. Its obvious really. Also be opportunistic with the time of day; Tuesday and Wednesday circa 11am is the optimum time to email folks for example. I'm sure there are better insights out there but I think its always important to consider time as it won't always be on your side. - Use http://bit.ly/ to death.
It provides great insights. So for example any media that I seed a community can be “bit.ly’d” before distributed. That way with anything shared is tracked: simple really but easily overlooked. - Analysis
If you can, set up Google Analytics on any pages you create or sites you are sending people to. How are you going to measure engagement unless you track and measure the stats? There is a science to it, but at the end of the day, there's a big risk in running around blind - even if it is in the right general direction. - Video hosting - help spread
In terms of video content suppliers, I feel if you want to spread a message: think Youtube. There's an audience that already exists, its aligned with google search (another audience to tap in to) and its the most popular platform for users to search for videos on. Plus it offers great insights as part of the package. Oh and I forgot to mention, its free! But don't forget your video channel may become a community in itself so its imperative that you manage this and respond to commentary on this forum also. - Video hosting - VIPs only
There is an awful lot of benefit in giving a community exclusivity and an element of that might be first opportunities to view video content. In these instance, I feel Vimeo offers great affordable hosting software, I really recommend getting a Pro account for aprox $55 a year. You can manage it to a point where Vimeo branding is removed, its better quality, there's control as to which sites its viewed on, one can limit its shareability (even on Vimeo itself) and has all the nice to have’s like bespoke sizing/colours etc. Bonus: this will save a fortune in hosting. - Bloggers?
Why not team up with bloggers as an outreach program? Invite relevant influential bloggers in to the community so they too have access to exclusive content and brand insights plus use it as an opportunity to share relevant content to that category by sharing blog posts via "status updates" for example. Its a win (the blogger) win (the community) win (you) situation. - Get stuck in
Get stuck in to the forum/message board and ask people to use it. I've worked on a project where people were invited to post their thoughts on the community page, guess what?! It worked!
Remember that members of your community may be active on other social networks such as Twitter, Facebook, Youtube... etc. Set up Google Alerts, search on your Tweetdeck and just keep your ears to the ground and eyes pealed for any commentary outside of the community. Social media is a fantastic opportunities for brands to gain insights as to consumer sentiment and also an opportunity for these brands to respond to these individuals. - Make them feel special
This community is special, its a collective of individuals who deserve your love. They've invested their time, make sure its worth it for them. Be responsive. Listen to feedback whether its good or bad and make them feel an integral part of the community, because at the heart of it, they are.
PS. Lastly, don't forget to consider an Exit Strategy...
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