This article is about bridging the gap between inbound marketing and research to develop new and active communities. Developing a new community with the seeding of third party contents proves to give more number of active participators. To attract more number of users it is essential to add gamification points to the site.
After considering the steps to close the gap between the inbound marketing and content marketing communities, now it is time to bridge the gap between inbound marketing and research. Here the research data on participation patterns, identifying high value users, publishing the content in new community and giving life to the old content are discussed in detail.
Focus on community building is essential because many of the market giants and universities involve themselves in legit research and getting to know about this research is essential to gain competitive advantage and to create new ideas. Based on the available research data it is well known that among the online community there are 2 options in the participation patterns.
Importance of Community Building
In community there are some people who contribute while others do not. This criterion is unavoidable. Before becoming an active member many people spend time creeping around. Most of all, people begin to contribute after the learning phase. Michael Muller submitted a research data which showed that 84% of people participate in one or more communities and they contribute to their maximum at the beginning stages of membership and later on they stop. This means retention is the key in effective community building. So he suggests grabbing new members in all the possible ways like assigning them mentors, sending them nice emails, and contacting them via social networks.
The next step is to spot the talent. There are many people who contribute more to the new community than the older ones because only few people participate in the first place. It is said that 9% of the users are synthesizers, 1% are creators, and 90% of them are lurkers who do not contribute to the community directly. Rosta Farzan designed an algorithm to track these high contributors with metrics like motivation, quality and ability.
The next step is to start a new community. This is the important step in inbound marketing. To build a creative community, usually seeding a site with third party content is followed. However, people tend to contribute more on the blank page than on the seeded page but the information here is unstructured. If they see a page with some content specifications like headers and text chunks they have a tendency to contribute more contents but in a structured manner.
The final step is to give life to the old content. This requires an engineering power. Aditya Pal from University of Minnesota developed an algorithm to identify the expired contents on the Q&A site with metrics like TF/IDF, specific time reference, tense of the question, fixed and relative time preference and date in past. This is very useful to flag and remove the unwanted contents in the site. Removing the gamification points from the site makes the user to contribute less than before.
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