Janyour

Moats have been used for centuries as a way to defend a building from potential attack.
A flooded ditch around a castle is a great way to make it harder to be taken. You can't push battering rams against walls, and neither can you dig under the castle. Quite frankly, a moat is a pretty decent deterrent when there are plenty of other castles to pillage.
What does this mean for your business?
A community can be an economic moat, or in more simple terms, your competitive advantage.
When your product or service is surrounded by an engaged community that feels invested in your brand, you'll be able to resist challenges from competitors looking to tempt your customers away.
Humans are social creatures, and we love seeking out and joining a tribe that aligns with our values. The intangible value of belonging creates a sense of momentum for your brand and helps champion it to others.
The statistics back this strategy; 88% of community professionals said in a recent survey that community is critical to their company's mission and 85% said that their community has had a positive impact to their business.[1]
Your competitive advantage
One of the cheapest ways to create momentum for your product is to build a community around your startup. A community is much more than a one-time marketing campaign and can help you throughout your company's life cycle if you take the time to grow it right. [2]
Creating a buzz around a product can take a lot of time, effort and money. 
Traditionally, this buzz would be created with a mixture of videos, websites, influencer reviews, and heavy advertisement spends across multiple channels, including social media.
 Your community can create a shortcut and reach an audience without those costs and increase the chance of your product being shared virally. 
Your community creates a bond over a shared interest that continually re-enforces loyalty to your brand. This creates a personal investment which makes it less likely your customers will try a competitor.
Put simply, if a company can move from just shipping a product to building a community, it can benefit from several competitive advantages such as:
Engaged members help acquire new members, lowering the cost for customer acquisition. Increased customer retention through community loyalty. Members won't want to abandon the community they enjoy. Reduced support costs as members support each other. This benefit forms a loop that generates more value as the community grows.

Brand building 
Another area of opportunity for social marketing is "brand building" - connecting enthusiastic online brand advocates with the company's product development cycle. Here, research becomes marketing; product developers are now using social forums to spot reactions after they modify an offer, a price, or a feature in a product or service. Such brand-managed communities can have real success. One well-documented example is IdeaStorm, Dell's community discussion and "brainstorming" website, which saw a measurable increase in sales following its launch, by providing a forum for meaningful dialogue and "to gauge which ideas are most important and most relevant to" the public. [3]
By creating a community around your product or service, not only do you create brand advocates, but you also gain powerful insights into what your customers want through research which drives marketing. 
Consumers today crave a stronger bond with brands. It's no longer enough to give them a customer support email address and a monthly newsletter. They want a much more in-depth interaction with the company and other users of the product or service.
One tactic for success is for brands to move away from the hard-sell to instead embrace the notion of "co-creation". This means moving beyond "old-school" approaches to website advertising to embrace the principles of relationship marketing - building virtual environments in which customers can connect with each other to share insights and relevant information.
To capitalise on currently available opportunities, marketers need to find or establish real brand communities, listen to them, and then create special programs and tools that will empower potential and existing community members, rewarding existing consumers and eliciting behavioural change from potential consumers. [3]
Evernote, the note-taking app, is a great example. Their lively community encourages customers to interact directly with staff, post their wish-lists for future versions and learn more about what happens behind the scenes.
The community creates evangelists for Evernote and makes it harder for competitors to gain a foothold with a potent mix of dialogue, access to other customers, transparency from the brand and many opportunities for co-creation of content.
Co-creation fundamentally challenges the traditional roles of the firm and the consumer. The tension manifests itself at points of interaction between the consumer and the company where the co-creation experience occurs, where individuals exercise choice, and where value is co-created. Points of interaction provide opportunities for collaboration and negotiation, explicit or implicit, between the consumer and the company.
In the emergent economy, competition will center on personalized co-creation experiences, resulting in value that is truly unique to each individual. [4]
In simple terms, a community allows your customers to feel closer to your brand and the products you sell.

 
What are you waiting for?
Nearly 80% of founders reported building a community of users as important to their business, with 28% describing their moat as critical to their success.[1]
Our team at Invision Community has over two decades of community building experience and are trusted by brands of all sizes.
Whether you have an existing community, or you're taking your first steps to create your own, our experience and expertise will guide your success.

[1] https://cmxhub.com/community-industry-trends-report-2020
[2] https://viral-loops.com/blog/your-company-needs-a-pre-launch-campaign/
[3] https://www.researchgate.net/publication/268200746_Social_media_and_its_implications_for_viral_marketing#read
[4] https://www.cs.cmu.edu/~jhm/Readings/Co-creating unique value with customers.pdf

There are many strategies for growing your community, such as newsletters, mailing lists and advertising on other sites.
IPS Community Suite 4.2 puts a new tool at your disposal: promotions.
There’s no denying the popularity of social media. Worldwide, Facebook has 1.86 billion users active monthly. Every day, millions of people are using Facebook to speak with friends, to talk about their interests and to find new people to connect with.
Of that 1.86 billion people, a good portion of those are actively discussing topics your forum covers. There is a huge opportunity to tap into social media to join in the discussion and to promote your community and provide a venue to carry on the discussion.
For a while, we’ve had social media log in extensions, which means that your users can sign into your community simply by clicking a relevant button. We’ve also had the ability to share things to a personal Facebook account. These tools are great for your users, but how do they help you, forum owner?
IPS Community Suite 4.2 introduces a way to promote your content directly to your brand’s Facebook page and your brand’s Twitter account.
You can curate fun and engaging topics and share them. The workflow is simple. Simply browse your community and queue up interesting topics, comments, gallery items, blog posts or database articles for posting throughout the day to your brand’s social media accounts. You choose the schedule, the hashtags and the wording to send.
Let’s look at the feature set in more detail.
Your first stop is to set up the feature from the admin panel. The system will guide you through the necessary steps of connecting your Facebook and Twitter accounts. Once Facebook has been set up, you can select any page that you are an administrator of on Facebook.
 

The admin panel also offers scheduling options and permissions.
 

You can pre-set the times for when content will be posted. Facebook and Twitter both have analytic tools to determine when your visitors are most frequently online. A good tip here is to set the time to a slightly odd number, so 11:45am is better than 12:00pm as you are likely to catch the attention of someone waiting for lunch, or a lunchtime meeting.
 

You have full control over who can promote items to your social media accounts. You can specify by group or pick individual members who may not be in those groups.
Now that you’ve set up the backend, we can get promoting.
Each item, that is a topic, gallery album, blog entry or article has its own Promote button.

 
Each post and comment can also be shared individually, which is an easy way to share great content your visitors add to existing conversations.

 
Clicking this brings up the sharer.

 
This is where you can customize the text that is sent out to each social media channel. You’ll also notice space to promote this item within your own community in addition (or instead of) Facebook or Twitter, we will explore that shortly.
The sharer is smart enough to pull attachments already added in the post, and you can upload your own images to be sent. Generally, shared items that have an image get better organic reach than just text alone so you’ll almost always want to choose or add an image. Twitter can use up to 4 images, and Facebook allows 1000 pictures per album, but you’ll never want to upload that many!

 
Once you’ve filled out your content and picked your images, you can schedule the promotion. Generally, you’ll want to use the auto schedule option as this allows you to just stack up multiple items and let the auto scheduler post the items according to your pre-set schedule. You can also set a specific date and time if you are looking to run a promotion or other time sensitive event.


The promoted content viewed in Facebook and Twitter
It’s easy to see the status of your queued and sent items from the moderator view.

 
This area allows you to see previous promotions and modify pending promotions.
Earlier, we mentioned that the system has the ability to promote content internally. Promoting items to your own community lets you, the community manager, curate interesting items and comments and present this to your community. This is a great way to allow your visitors to explore content you think they’d enjoy.

 
Promoting content to your community via Our Picks also allow you to promote content if you cannot or choose not to use social networks. It has the advantage that social networks do not have over a community platform like IPS Community Suite: consistency. The content on your community is always there whereas a social network is all about right here right now. Miss it and you miss out. On your community you can engage and re-engage a subject all you want. 
Of course, we’ve built a widget that you can drag and drop to most pages to make this curated list more visible.
IPS Community Suite 4.2 gives you, the site owner and community manager the tools you need to reach out and engage new users already discussing the topics on social media your community covers. With single click sign in and the built in retention functionality the suite offers, you’ll have a powerful way of growing your user base. It furthers that goal by created a list of that promoted content for continual reference and promotion for visitors already on your site.
We’ve got lots more to discuss on this subject, and in the coming months we’ll be putting together some guides on social media best practices and how to leverage Facebook’s excellent post promotion / pay per click tools to further boost your site’s visibility to social media users.
We’re here to help you make a success of your community and to give social media users a venue for when they outgrow Facebook.

This entry is about our IPS Community Suite 4.2 release.
We are happy to introduce the next major feature that will be available in IPS Community Suite 4.2 - Clubs.
Clubs are a brand new way of supporting sub-communities within your site. Many people have requested social group functionality in the past and Clubs are our implementation of this concept. Let's take a look at a few screenshots, and then go over what they are capable of doing.

The Club directory

A Club homepage

Club member listing

Example of content within a club (topics, in this case)
There's a lot to digest there! Let's go over the basic functionality.
 
Club Types
Four types of club are available:
Public clubs
Clubs that anyone can see and participate in without joining. Open club
Clubs that anyone can see and join. Closed club
Clubs that anyone can see in the directory, but joining must be approved by a Club Leader or Club Moderator. Non-club-members who view the club will only see the member list - not the recent activity or content areas. Private club
Clubs that do not show in public, and users must be invited by a Club Leader or Club Moderator As the site admin, you can of course configure which club types can be created and by whom. You could, for example, allow members to create public and open clubs, but allow a "VIP" group to also create Closed and Private clubs.

Admin configuration option for Club creations
 
Club Users
Each club has three levels of user:
Leader
A leader has all of the permissions of a moderator, and can add other moderators. They can also add content areas (see below). The club owner is automatically a leader. Moderators
Moderators, as the name implies, have the ability to moderate content posted within the club. As the site administrator, you can define which moderator tools can be used. You could, for example, prevent any content being deleted from clubs, but allow it to be hidden. Moderators can also remove members from a club. Users
Anyone else that joins the club.
Defining the moderator permissions available to club moderators
Your site administrator and moderators, with the appropriate permissions, are able to moderator content in any Club regardless of whether they are a member of it. 
Clubs can be created by any user who has permission. As you would expect, this is controlled by our regular permission settings.
For closed clubs, there's an approval process. Users can request to join and the request must be approved by a leader. Leaders get a notification when a user requests to join; the user gets a notification when their request is approved or denied.

Approving and declining join requests
 
Club Content
Club Leaders can add a variety of content areas to their club - forums, calendars, blogs and so on. It's important to note that these content areas are fully functional just as if they existed as a top-level admin created area. They will appear in search results, activity streams, users can follow them, embed links to them, and so on. If a user has permission to see a forum (for example) within a club it will behave exactly like other forums they see - and the same for all other kinds of content.
Each content area a leader adds can have a custom title, and will appear in the club navigation. This means, for example, that you can have multiple forums within a club, and give each a different name.

Adding content areas to a club
 
Club Custom Fields
Clubs also support custom fields. Custom fields are defined by the site administrator and can be filled in by Club Owners. The values they enter are shown (along with the club description) on the club homepage.

Custom fields in a club
On the Club Directory page, users can filter by the custom club fields.

Filtering clubs
 
Club Locations
Clubs have built-in support for Google Maps, allowing users to specify a physical location for their club. Let's say you run a community for car enthusiasts; each club might be tied to a particular region's meetup. The Club Owner specifies the location when setting up the club, and clubs are then shown on map on the directory page:

Club locations
And within a club, the location is shown too:

 
Club Display
We offer two ways to display club headers within the club - the standard way, shown in the screenshots you've seen up to this point, but we also have a sidebar option. This is something the admin sets globally for the site, rather than per-club. This is useful where your site design doesn't facilitate another horizontal banner taking up valuable screen real-estate; moving the club banner to the sidebar alleviates this pressure on vertical space.

Sidebar club style
Using Clubs in Other Ways
There's a lot of scope for using clubs beyond allowing users to create their own groups. You do not even have to call them "clubs" if that does not suit your use case. For example, on a company intranet you could rename Clubs to "Departments", and create a private group for each of your main roles. This would allow each department to have its own community, with its own forums, gallery, file sharing and so on, private and separate from other departments.
Similarly, they'd also work well in situations where you as the site admin want to create entire micro-communities. Take for example a video game publisher. Using Clubs, they could create a micro-community for each of their games, complete with forums, galleries and so forth, and then set the Clubs directory as their overall community homepage. Immediately, they have a setup that hasn't until now been possible out-of-the-box with IPS Community Suite.
 
We expect our clients will come up with some really innovative uses for the new Club functionality, and we can't wait to see what you do. We'd love to hear your feedback - let us know what you think in the comments.