Success factors:
According to Arno Rutte, creating a sense of safety is essential when community members are asked to share personal experiences. That is one of the reasons why it was decided not to build this community on a platform like Facebook.
Continuous activation is essential
To keep the community alive, new content is published weekly. In addition, regular mailings are sent to keep the community top of mind.
Results:
TeamTopZorg has now grown into a community with more than 7,000 members and, according to brother cell phone list Menzis, has provided various useful insights that have improved the quality of healthcare.
Power to the people!
For many, Steven van Belleghem 's 'social media gospel' will not be new. And rightly so, because his philosophy, described in 'The Conversation Manager', is a must-read. Today he is happy to show us why companies should seize the opportunity to empower the consumer with both hands. After all, more than 80% of consumers appear to speak positively about brands.
For 2012 Steven challenges us to go beyond just creating optimal reach or giving consumers the feeling of having a say with playful co-creation activities.
Let the customer, who knows your product or service inside and out, act as a consultant. Ducati, for example, lets its 'fans' play an active role in product development. And why not? Customers have no hidden agenda and are often more loyal to a brand than its own employees.
To get started with this approach, Steven proposes the following actions:
Start every meeting with a story about a customer