Community Management

Today, trademarks and companies are a constant topic discussed by public opinion groups on the internet. In the daily routine of a company, there is unfortunately very little time and resources available for monitoring this information, which is extremely important, yet hard to acquire. That is why we provide our clients with a service that attempts to ensure the monitoring of the most important internet communities, while at the same time providing alternative approaches to their management. This way, the client will get to know what consumers think and say about the client’s trademarks or offerings, and consequently, what the status of these trademarks and offerings is, both in online communities and communities in general.

Online communities are becoming more important by the day, both online and offline, since a lot of information which, in one way or another, affects decisions made by individuals and the company, flow through them. 
Due to online communities, secrets are practically non-existent and trademarks are, in most cases, left to open discussions without the possibility of defending them. Some clients are not even aware of such debates, much less actively involved in them.

Community management is a series of services and tools attempting to guide the company to acquire the possibility of managing online communities.  

In regard to this, we think about managing rather running an online community, as management is a great task which yields better results, since running can quickly become counter-productive.  
If, for example, an online community engages in a stormy reaction to the latest offer or product, it is useful for the company to find out about this and calm the excitement through dialogue, then subsequently turn the excitement into constructive criticism, which can lead to new and usually interesting findings.




Related content:
Online clipping
Analysis of the trademark's status on the internet
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Markings: Management | Promotions and Communication
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MyPartyFusion

In comparison to standard communication tools, internet communities enable the establishment of a closer and more long-term relationship between the target group and the trademark. MyPartyFusion unites over 20,000 young people from the region of former Yugoslavia, who are aged from 13 to 24.

The community dynamics can be utilised in releasing information on the client's trademark.  
This way, community members can acquire positive experiences with the trademark and become its ambassadors.

MyPartyFusion  is an internet space where the interests of both the community members and the client go hand in hand.  
The website provides its users with communication tools and acquires user-generated content in exchange.  
Utilisation of the existent community is orientated towards the tools of digital public relations, advertising space marketing, as well as providing and acquiring information for users. 
We apply our experience and acquired know-how in a constant development of functionalities intended for members of our internet community.

Thanks to the MyPartyFusion internet community, the Wrigley company increased the recognisability of its trademarks among their target groups and consequently took care of the sales promotion of their products in an innovative manner.

Community Opinion Leaders
 
Internet communities are comprised of user groups forming various social roles.  
Every group has its own leader who strongly influences the opinion of other group members.

The group leader publically expresses their opinion on a certain topic.  
Afterwards, the leader communicates this information to other group members who start to think and talk about it.  
Internet communities typically show an extremely fast flow of information and exchange of opinions, and consequently the group’s public opinion will be formed on the basis of this flow.  
The opinion that is in line with the group leader’s opinion usually prevails. 

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Markings: Promotions and Communication
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