2015 Trend to Watch — The Social Homecoming of Brands
Summary
A recent Forrester survey shows that U.S. online adults who want to stay in touch with your brand are almost three times as likely to visit your site as to engage you on Facebook. And, instead of “rolling off” the News Feed, content on brand websites stays around to provide ongoing value that can be shared out to social channels to drive more people back. Every entry can be enjoyed, commented on, and given special “kudos.” By enriching the “discussion board” and chat aspects of a community with an actively participatory contest gave members something engaging to do, that could potentially tie nicely to their off-community social profiles elsewhere. Homeaway, a leading global vacation rental company, built a community powered by Jive Software specifically to strengthen two-way communications between travelers, property managers, and homeowners — a key aspect of building the trust needed in this sort of business. The company says that its ability to enter new markets and scale support in the face of rapid growth are two strategic outcomes building this community program.
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