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Breaking Down the Details of
Community Building with eROI
We’ve spent the month of February chatting with you about how
to build community, from giving you tips on how to find where your
community is hanging out, to identifying some tactics for showing
your community members appreciation. Heck, we’ve even written a
(e)book on the subject.
But sometimes, the best breakdowns are not in explanations, but in examples, and the folks at
eROI have offered to share a great example of a community they built from the ground, up, for
Wacom Technology Corporation, a leading creative technology firm whose products are renowned
throughout the design industry.
To give you an idea of eROI’s community building clout, the Portland-based interactive agency has
been building and launching communities since 2004 for iconic brands and products including
Konami (think Dance Dance Revolution) the Seattle Seahawks, and the Justin Timberlake-HBO
For the Wacom Community specifically, the eROI team took a multi-phase approach, releasing
three preliminary communities before launching the final community in beta in spring of 2009.
Through multiple iterations, they were able to see what features and content community members
responded most strongly to, how they interacted with that content (both created by the brand and
by other members), and compile insights from each successive community that directly contributed
to the final Wacom Community offering.
Dylan Boyd, Vice President of Sales & Strategy for eROI, says there are a few key truths to building
and maintaining a successful, thriving community:
1. Your community must be owned. Often, a community is launched without any set
definitions of who owns what. In beginning talks with clients, Boyd makes sure to address
the issue of ownership and find out who within the company will have command of various
community pieces. He adds that communiti