As an assiduous reader of this blog you know that in the Fourth Revolution, successful companies will leverage on their community of followers. There is a great example (and not just for wookwork lovers!): Kreg Jig community site.
The Kreg company does woodworking equipment and has an otherwise quite classical website. It is a relatively small company of a few dozen employees in a niche market.
Now look at the enthusiasm of the participants to its community site, how they share videos and tips and proudly show to the world their latest woodworking project! This hugely successful community site – more than 35,000 participants apparently – must be a significant driver of sales for the company, and build a fiercely faithful tribe of followers that will spread the word. They exchange and learn together. The forums are an incredible source of information (and all comments are not necessarily positive on the company’s products).
More than that the community site is really a place to speak about woodwork, not just the products of the company! There are fancy projects, great looking results, astonishing builds..
I am not a fanatic of woodworking but now that I have looked at this community site I’m almost ready to start building one of these beautiful pieces of furniture! The power of building a community around one’s product should not be underestimated. This BBC article provides a good background information on what’s happening there and what to be careful about.
It is the power of the Fourth Revolution and it is the future of marketing. So, when do you create the community website of your product or brand?
Thanks to Heinrich Scheffer for the links – following a conversation on LinkedIn on the Fourth Revolution!