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online communities
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ECHOS © Methodology
Resonate's approach to developing online communities has been derived from practical experience and sound research. Central to this are the following attributes of healthy communities:
Embeddedness: participants must feel like they are insiders, embedded in your organisation
Competence: the discussion should be on topics the participants are competent in, or would like to be
Help: the community must offer them something of personal value, help them out in some way
Options: there should be a range of ways in which they can participate
Story: help the community develop its own stories, something they will talk about off-line that contributes to your brand
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"Resonate’s assistance in developing an online MELBOURNEfc community (Advisory Panel) has been critical to the way we see future engagement with our members & supporters.
This has opened our eyes to opportunities to glean quick insight, advocacy and innovative ideas from a large fan base; and as a new marketing channel for sponsors. Resonate has been a pioneer in this new approach to sports marketing."
Jennifer Watt,
General Manager, Marketing and Communications
Melbourne Football Club
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