Rule #2: Make the trip worthwhile
How many social networks will consumers participate in on a given day? With so many forces, both personal and professional, battling for our attention, consumers will only choose to spend their available time on enjoyable activities that matter to them. Companies must give consumers a compelling reason to join their social network: Is the community inviting? Is the content organized so that consumers know what to do once they get there?
Consumers want an experience. They need to know immediately that they're in the right place with like-minded people and that the experience will be worthwhile; the more relevant the content, the more inviting the community, and thus, trust is built. And simply put, trust accelerates results. When consumers believe their participation is going to yield results (influencing a new product, or the chance to appear on the evening news, for example), they are far more inclined to invest the time to participate.
For more than 70 years, Rodale has been a trusted source of information on healthy, active lifestyles. One of its publications, Men's Health, (the nation's second largest men's magazine) recently re-launched its online community centered on weight loss: Transform 2007. Transform existed in years past, but as a static blog posting, in which five selected men logged their five-week health and fitness journey to a transformed body.
While deemed successful, the initial blogging community did little to actively engage readers and encourage participation. The transformation of Transform -- which now includes not only blogs but also pictures and videos showcasing the progress of the five participants -- resulted in a dynamic community in which members wishing to transform their own bodies could join the journey. Community members can now publish their own stories, images, videos, workout or diet plans, and in return, they receive feedback, encouragement and advice from their like-minded peers.
The creation of a highly targeted audience drives new revenue for Rodale through both advertising and the collection of a small monthly fee from members who opt to receive workout tips from a personal trainer. Thousands of new members joined the community within the first weeks, and those numbers continue to rise. This engagement has strengthened the brand for many consumers, which will ultimately drive magazine sales, as well.