Reaching Peak Hype


(Richard Millington) #1

Originally published at: http://www.feverbee.com/hype/

A bit of a rant.

We’re promising too much to too many.

Early branded communities were built by brands with a large, passionate, audience. It was a win for the founders and the members. If you could talk with other autodesk software users, not only do you get smarter and enjoy your work more, you’re more likely to keep using the product. Everyone wins.

The next batch of brands didn’t have a passionate audience, they had a large audience. These became the customer-service communities today.

To motivate people to reply, they incentivised a core group of people to answer 90%…

Read more.


(Kate Ambash) #2

This speaks to me, especially I’m evaluating whether the community we have is one that works.

  1. Do you have a passionate audience?
  1. Do you have a large audience?
  1. No, neither? OK, are you willing to undergo months of organisation transformation, radically change how you and your staff communicate with your audience, invest a huge sum with a return a year or two in the future, and take a huge risk with your brand to delight a tiny percentage of your overall audience while we get things going?

If we did that, the failure rate would plummet overnight.

I came into a situation where we had an existing forum that was in use and customers were asking for more functionality. So now I have a new community hosted on Vanilla with great functionality…but is mostly used for support. I surveyed my power users to see what they would want out of it. We’re not dishwashers…we’re focused on energy, specifically something called Demand Generation.

Curious. I have an idea for what the community can be even if it’s not there yet, and this matches with that the power users also desire.

How should I proceed with where we are now and the desire to have this community reach something different in time?


(Mark Williams) #3

Oh god thank you. This needed to be said.