Our external Jive community, the EMC Community Network (ECN), is comprised of about 50 communities...some large, some small, some vibrant and some struggling. Each of these 50 communities is purpose-built around a specific product or solution area. What's the best way to increase awareness and membership of the ECN, as a whole, and drive traffic to individual communities that comprise the ECN? We approached this by developing two different, but related, marketing strategies.
1) Market the entire concept of "Community"--the ECN, a network of 50 communities powered by the collaboration of employees, customers and partners. We think of this as providing awareness and air cover. Our team of two (Helena Starc and me) provides this over-arching marketing support.
2) Arm each of the community marketing teams with guidance, best practices, and programmatic tools enabling them to target their own specific markets directly. The community teams know who their customers are, they know their pain points and their interests.
Is this the best community marketing strategy? It seems to make logical sense to us, given the wide diversity of our communities and the types of customers and partners each attract. Do you have a similar dynamic? What is your community marketing strategy?
In subsequent discussions, blogs and documents, our team would find real value in sharing community marketing campaigns, tools, materials and best practices as well as concerns. What's worked and what's not worked? Are you interested? Please share something about how you market your community(s) and some of your experiences.