Kiruba Shankar talks about the power of community engagement and cites an example of soul of the night contest by Nokia. I agree with Kiruba on the importance of engaging your users and inviting their participation instead of just the brand exposure. Brands are fighting with each other on exposure – a) against the identity of the other brands b) fighting for the exposure points – print, broadcast and new media. In this scenario a little more is required and some more involvement to be the top recall in users’ mind.
Brands can stretch the idea of exposure and impressions and take it forward to engagement, particpation and involvement. The identity created through the engagement is more powerful and stays with the users for a much longer time.
The other such recent example which I liked is American Express’s Open Forum. Open Forum is about networking, ideas and expertise for business owners and it syncs well with American Express’s Open for Business which is a special membership program for small business owners. Open Forums has articles, resources, discussion boards, success stories, event calendar, members directory and most of the things related to Small Business and it’s owners. They have also managed to have grab right people to speak on right topics. For example, check out this video interview of Jobster CEO Jason Goldberg who talks about staying focussed on success.
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My name is Santosh Maharshi, an ex-bollywood child artiste & now an Internet & Media professional from last 12 years. I have worked with