Community and Co-Branding

Internet marketing is driven by two kinds of community: communities of users that visit your site, and networks of business partners who can drive more visitors your way. Lesson Four examines both marketing approaches. You'll read case studies about successful Web sites that have developed a strong sense of community, and explore the risks and benefits of social networks and message boards. Ways to achieve co-branding are discussed, with a focus on how co-branding can strengthen or hurt your company's image. Creative ideas for working with business partners are explored with an emphasis on how to create efficient, synergistic relationships with online partners. In the exercise, you'll develop a community strategy for your course project, identifying 5 co-branding partners for a win-win relationship, and deciding the pros and cons of building a user community for your course project.