The world is changing

People are discussing your brand right now. From the smallest local retailer to the largest global organisation, conversations are happening online everywhere. Social media and social networking make it easier for customers to connect and to share their thoughts and ideas. And we know from research that people trust these personal connections and recommendations much more than messages from marketing and advertising.

In this climate, marketing is changing. We’ve moved from an age of interruption to one of engagement. Rather than pushing out campaigns, you need to engage people. Rather than mass marketing, you need personal messages.

At the same time the web is changing. Web 2.0 has given everybody a voice, whether it’s keeping a personal blog, making friends on Facebook or just reading a review on Tripadvisor. Everybody has a voice. And they want to be heard?

Join the conversation

Online communities offer brands the opportunity to join the conversations that are happening online. Not only do you join the conversations that are going on, but you also host them on your terms. With so many discussions happening on the web, it’s a pity that brands are too often silent. An online community helps you to engage.

You can build trust and respect online by engaging people openly. Ask them questions or watch what they discuss. Run targeted activities to get insight or work with customers over a longer period on innovation. Build loyalty and advocacy or equip them with the tools they need to amplify word of mouth.

Online communities offer a real opportunity for brands to capitalise upon the changes in marketing and the Web and to use these for insight, innovation or advocacy. Whether you want a public community or a private one, a research community or a customer engagement one, the conversation is out there. Join it.