Today I'm so happy to share a great Q&A session with Colin Armstrong, who spearheaded the recent launch of a Hoop.la community for Walgreens Boots Alliance. The new YourGoodSkin(TM) brand leverages an innovative approach, deeply involving thousands of women in the creation and development of the skin care line itself. How does online community figure into the YourGoodSkin brand story? The whole brand ethos of YourGoodSkin is that it has been, and will continue to be, co-created by women.
A successful online community is more than a buzzword, more than just technology, more than just a group of people "engaging," it is purpose-driven. If the community is owned or sponsored by a business, then someone is going to need to know what the purpose is. What's the value to the business? Fortunately, this is a question that researchers have been studying for years, and I've been collecting those studies and reports like a nerd. This slide deck is an early Valentine's Day gift, a...
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