Jennifer - Your story is correct. Enterprises like Newell Rubbermaid are increasing investment in online communities. Our first online community is Sharpie Uncapped (http://sharpieuncapped.com) that we launched earlier in 2009. We expect to launch more branded communities focused on specific consumer targets in 2010. Brand communities, when done right, present a great opportunity to reach target customer segments. To be successful you always have to ask yourself, as the brand, what value am I providing to the community and other organic communities in the web ecosystem. If you can clearly show how you are adding value and providing beneficial communications and services, you have an opportunity to engage with influential customers that can help spread the word-of-mouth benefits of your brand, products and services.
BTW - communities take a lot of work by employees and agency partners to be successful. Never underestimate the amount of time, passion and effort that will be required to achieve your goals.
Thank You for another insightful and timely post.
Bert DuMars
VP E-Business & Interactive Marketing
Newell Rubbermaid
http://newellrubbermaid.com
http://sharpieuncapped.com
blog: http://socialmediaecosystem.com
@bwdumars
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