Web content management vendor Clickability recently launched CMS Success, a community portal for building dialogue between the company's customers, affiliates and employees.
But marketing push aside, the site makes a good organic resource for product innovations, swapping ideas and exchanging best practices across the latticed world of web publishing.Clickability is adamant that the existence of the growing community would not have been possible if not for its social media toolkit, a series of new features that were built into the Clickability publishing platform to foster dialogue between enterprises and their constituents.
VP John Jerrehian of product marketing at Clickability explains, "The flexibility of the toolkit enabled us to create a virtual community to complement our internal service offerings. For our customers, it’s not just customer service anymore, but community service.”
Clickability is touted for inroads in the professional web interactivity scene, in main part because it genuinely believes the online collaboration trend, trickled forth from incognito hacker sites and bequeathed to file-swapping college students, has real value to offer enterprises.
And enterprises are responding (albeit slowly), finding that hiding in ivory towers is no way to sustain customer loyalty.
With blogs, a discussion board, a community calendar and a suggestion box provided by the social media toolkit, Clickability built CMS Success with an eye for serving customers by giving them free rein to both praise and critique site capabilities.
Each section of the site permits comments and content ratings, as well as enhancement requests. Bootstrap support means customers are responsible for helping each other, in addition to receiving as-needed support from Clickability client services.
The interactions of registered users are included in their profiles, providing what Clickability calls "a historical audit of community participation." Less visibly, Clickability tracks member use with its social media analytics features. Over time, the firm hopes to unroll a rewards program for big community participants.
Perhaps most interestingly, members can push new products into the Clickability development cycle with the power of votes, meaning this is hardly a mere social networking site. In a way, it adds a democratic model to the Clickability experience. Customers aren't just told their feedback was heard and acted-upon; they can actually watch it happen (and provide live-action commentary and fixes in the process).
Check out the CMS Success site for yourself. We think this was a great way to add value to an already-strong brand name with a frothy idea that most enterprises have trouble floating.
But hey. Social networking implementation can be tricky, and a little scary for those seeking to control their brand.
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