Think small when it comes to social networks and online communities
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One of the most effective ways to make it easy for customers to have a say -- and create a true conversational marketing platform -- is by using online communities.
But think small when creating a customer community.
Although some social networks thrive on large numbers, our research has found that a 400-person community can be far more vibrant and engaging than many large online communities.
The more intimate and exclusive the community, the greater the participation, and this is largely because people feel special, that their voices are heard, and that they are valued company insiders.
You can’t create a website for 100,000 anonymous people, throw up a message board, add a few surveys and call it “conversation.”