Getting Communities Wrong is Easy - So is Getting Them Right - Insight Platforms

Getting Communities Wrong is Easy. So is Getting Them Right.

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This article is part of the Communities Summit 2020 Series. Sign up for free to hear Johnny share his expertise in ‘You’re Doing Community Research Wrong: How To Easily Make It Right

I understand why some people are put off building an insights community.

There’s so much that can go wrong.

Over the years, I’ve been involved in over a hundred communities – long and short, large and small, quant and qual – and I’ve seen pretty much every objection in the book.

Here are the top 5 I’ve heard, in no particular order.

  1. A community will be so much extra work. We’re only a small team and there’s no way we can take on all this additional stuff.
  2. Our stakeholders and execs are so busy, such cynics and/or don’t care. We’ll never engage them and get the buy-in we need for a successful community.
  3. What if we build it and nobody shows up? That will be like the most humiliating party of all time. Who would actually want to join a community for our business anyway?
  4. Communities are a money pit. We’ll have no budget left over to do anything else.
  5. They’re biased and not representative. Communities attract fans of the brand who give us false positives in our research.

Sound familiar?

Maybe you’ve had your own version of these – worries about resourcing, budget, recruitment, buy-in or audience profile.

Or maybe you already have a community and you’re hitting one or a few of these barriers. Perhaps despite initial excitement and a hopeful attitude, you’re thinking about closing your community down and finding an alternative solution because of these obstacles.

It’s understandable

I get it.

But for each of these objections, there are some really practical things you can do.  

Join me in my session at the Communities Summit, and I’ll share some simple ways you can plan effectively, avoid these sorts of pitfall and create something that really works.

Here’s what you will learn:

  1. Simple tactics for planning, building and running communities – whatever your industry, team size, or budget – that will maximise your chances of success.
  2. The key risks you need to anticipate and how to avoid them.
  3. How to turn a sinking ship around and steer your community back on track. If you already feel like you’ve gone a bit wrong, this will really help you.

I’m going to talk through use cases and success stories that will help you run your community more efficiently, get buy-in (from even the most stubborn stakeholders), recruit members with confidence, make your budget stretch further and ensure you don’t end up with skewed results.

This session will be for anyone who is skeptical about communities; anyone who’s had a bad community experience in the past; and anyone who’s got a community that’s hit a roadblock or isn’t delivering the value they want it to.

Join me, and I’ll do my very best to help you – with practical advice you can use right away!



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