Why online communities die

Why online communities die

Even the mighty Facebook, the world’s third largest ‘country’, and one that constantly gets press as an addiction, is no longer impregnable. A recent survey found US teens are ditching Facebook for Instagram; the latter has become the most preferred social network for the teenagers. Reports predicting Facebook’s demise have been surfacing for many years, variously […]

Building online communities: Questions to ask before creating one

Large communities

Back in the nineties, online communities organically grew around gaming, particularly around the gaming consoles from Sega, Nintendo and Sony. Users would spend hours discussing new games, hacks and tricks and gameplay for the most popular games of the day. Right from those days of Bulletin Board Services (BBS), Usenet newsgroups and IRC, consumer brands in general and Internet companies […]

Building new communities: overcoming the network effect

Community

This is the first of a multi-part series on the relationships between brands and online communities. It’s nearing the end of September 2014 and many of you would have already secured, or at least requested for an invitation to join Ello, the all new Facebook-replacement social network that counts ad-free and privacy as its USPs. […]

The point of brand personality

personality

Do all brands have a personality? Do all of them need one? A brand personality is simply a set of human characteristics associated with a brand – think Virgin’s fun and irreverent personality vs British Airways’ warm, comforting albeit a staid one, or Johnson & Johnson as a nurturing and caring brand vs Harley Davidson’s rugged one. […]

Why CSR does not work for marketing

CSR marketing

Many companies consider their corporate social responsibility (CSR) programs as a powerful means of enhancing their corporate image. A few of them even ask their PR or advertising agencies to recommend ideas for CSR activities or projects that can be, well, marketed well. However, this approach inevitably skews the choice of potential CSR projects to a handful […]