How Do You Successfully Build an Online Community?

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Release control. Branding online isn't about controlling the customer message; it's about listening to what customers have to share. Give them the tools to provide their voice; be creative; and share with others, and you'll be amazed by what they do.

Entertain. We're all inundated with marketing messages. One of the few ways to successfully stand out from all the noise is to give your customers original content that entertains and supports your brand. In other words, give them a reason to interact with your brand beyond what you sell.

A great example of the first two rules is Converse's online gallery of films. The award-winning site houses hundreds of consumer-generated films loyal fans have produced and can share with others. The site is accessed worldwide in multiple languages and has become a valuable asset for Converse.

Connect. The community is always connected. The relationships members have with each other and your organization don't end at your site. They communicate through multiple channels and wield tremendous influence over other members (friends) within the community. Think about how the community integrates with your other business channels.

Be authentic. If there is one rule I see violated too often in marketing, it's this one. Whatever messaging you have that can be perceived as sales-y or fluffy, it will be dismissed immediately and can backfire on you. Be honest. Be authentic. Remember the goals of a community are to build trust and create a deeper connection between your customers' lives and your brand. Leave the marketing-speak and overt persuasive selling behind.

Innovate. Helio, the new high-end provider in wireless communications, recently launched phones that integrate a unique partnership with MySpace.com. Techno-savvy customers can post photo bulletins directly from their Helio mobile phone, compose MySpace Mail, view their friends' pages, post comments, and add new friends (including Helio itself) wherever and whenever they want.

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