The document discusses the benefits of companies managing their online communities in-house rather than outsourcing to an agency. It provides three ways for clients to get involved: add value to the community, think of incentives other than money, and link the community internally in the business. Managing a community in-house can increase participation rates, lower costs, and provide priceless benefits to other business areas.

1. Managing communities in-house The role of the client in a successful online community

2. Is it just me, or does everybody seem to be talking about Online Communities…

3. And communities are great!

5. But we risk missing out on the bigger opportunity

6. This is your brand’s direct line to the customer

8. So how do you do it? So how do you do this?

9. Three ways for clients to get involved

10. Add value to the community

11. Think incentives (but don’t think money)

12. Linking internally Build the links into the business and make sure they benefit too

13. So what kind of benefits could you expect?

14. Completion rate for 3 month ethnographic study? ↑ 180%

15. Active participation rate in the online community? 80%+

16. Cost of incentivising the research? £0

17. Benefits you can bring to other parts of your business? Priceless

18. So dive in. Don’t let the agency have all the fun!