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- Recruitment Strategies
- Registration
- Launch strategy
- The chapter in a nutshell
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This chapter is from the book
The Chapter in a Nutshell
Member Recruitment
Recruitment Sources
- Your company mailing list: Email campaigns should have a clear call to action and should avoid looking like junk mail
- Rented email lists: Target messaging carefully to get the most out of your investment
- Your corporate websites: Promote your community with links, banners, and tabs
- Advertising: If appropriate, include your community address in your current print and TV ad campaigns
- Search Engine Marketing (SEM): Buy key words to get featured on Google and other search engines
- Search Engine Optimization (SEO): Basic SEO should be built into the site, but advanced SEO will require an investment
- Viral and buzz marketing: Useful tools include referral and syndication links and links to email site content
Rules for Registration Forms
- Briefly but clearly explain the benefits of membership
- Ask for essential data only (nickname, password, email address, Terms of Use agreement) and save the rest for later
- Avoid sensitive questions
- Avoid excessive legal texts
Launch Strategy
- Internal launch: Test the website on friends and colleagues and generate first content
- Soft launch: Invite a small group of users to preview and test the website
- General recruitment: An initial investment can bring your community needed momentum
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