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May 15, 2006

User contributed content

Church of the Customer Blog: The 1% Rule: Charting citizen participation

Recently I've been a part of some groups planning online community strategy and stumbled across this article. It basically says that of a couple of online communities approximately 1% of users generate the content. A number of roughly 10% comment and interact but don't necessarily seed new content.

Online communities don't sprout overnight and that is the biggest challenge for people to understand, especially those who may now manage communities but weren't part of their build-out.

Using other brands and sites for cross promotion can only work so well before the community must build itself through interaction and viral marketing. This is why there usually is some sort of key element that raises the barrier to entry by competitors.

Some examples:
1. Disruptive technology
2. Featureset differentiation
3. Cost advantage

These things can help spur community growth outside of the traditional pace.

Posted by beamz at May 15, 2006 10:21 PM


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