26. Customer Focused Community Site

What it is:

A microsite similar to the previous entry, except…the content is largely user-generated, created by the site participants themselves. As sponsors, brands create the context for these microsite, establishing a forum in which enthusiasts can share stories, pictures and videos.

A cool tool for:

• Turning your most ardent fans/believers into your best spokespersons
• Sustaining a community of interest that (almost) cares for itself
• Building a well of good will that can be a buffer against controversy and crisis

Not so hot for:

• Companies afraid of losing control of the brand or the brand message
• Brands that don't excite real passion
• See the first bullet…

NAVYFORMOMS.COM
	Do you believe the promises of military recruiters? Probably not. But what about the authentic voices of real parents? With NavyForMoms.com, the Navy has given a platform for the most credible voice anywhere: mom's. Case study compliments of Campbell-Ewald Publishing.

3 key play points:

1. Set up the rules of engagement and make them transparent - no secrets, no hidden agendas
2. Consider reward systems that acknowledge the best and/or most frequent contributors
3. Establish a host or contact person who serves as the ombudsman/answer-person for the site

Bonus Links:

• Marketing Interactions on the launch of B2B Marketing Zone
  
• Community Microsite from Lane Bryant
  
• Nike+ from Mike
  
• Long Live Your Dog from Purina
• HomeMadeSimple.com and BeingGirl.com from P&G
  

Chapter 25 - Company-Focused Community Site

Chapter 27 - Wiki