1. Thanks for the feedback Laurel. We can it very clear in the research:

    “Because the control is in the hands of the participants, often yielding seemingly unpredictable results. Marketers must relinquish control or risk ending up with an empty community or ā€” worse yet ā€” brand backlash. As a result, marketers hosting a community should serve their customers by focusing not on marketing or advertising, but on listening and responding to their needs.”

    There’s a big difference between giving the administrative rights of the community (as you’re sort of suggesting) and serving the community. The point we’re driving here is that traditional marketing tactics do not apply.

    Also, we fully credit the 19 companies that we interviewed, plenty of hat tips to them.

    Here’s the companies on slide 50 that we hat tipped, and also in the report.

    AirTran Airways
    Ant’s Eye View
    Avenue A | Razorfish
    Carnival Cruise Lines
    Charles and Helen Schwab Foundation
    Cnet TechRepublic
    Constant Contact
    Leverage Software
    Reuters AdvicePoint
    Telligent Systems

  2. Brilliant I’m glad you hat tip the people who are assisting find out new ways to reach for the stars. šŸ™‚

    I’m just saying that while you reach for those stars, you stand on the shoulders of giants. People who wrote the foundations for the interviews you do today.

    We’ve had community managers for what, 40 years? It’s frustrating to hear implications that it’s a new industry, with new principles that are only now being discovered. That simply isn’t so. Researchers who have written on membership lifecycles, types of Leaders/Brand evangelists, behavioural patterns in online communities, how to manage moderators, etiquette statements, ritual and event driven activities… the list goes on. That’s the stuff that should be hat-tipped. Not the companies who are giving new names to old concepts….

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