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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

  1. Internal launch: Test the website on friends and colleagues and generate first content
  2. Soft launch: Invite a small group of users to preview and test the website
  3. General recruitment: An initial investment can bring your community needed momentum
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