We recently reviewed the first round of comps for the Insignia website redesign and wanted to share with you some of our learnings. We held two sessions, the first with Insignia management and the second with internal hand raisers. By hand raisers, I mean those members of the Best Buy/Insignia community that volunteered their energy and passion to help make Insignia the best brand it can be. Here is what I learned:
- The current iteration of insignia-products.com is closer to our vision, but it still has a long way to go to reach its potential. No matter how far we advance the ball with this version of the website, our community will want more. I like the insatiable hunger for a website that is truly owned by the community. It gives me confidence that what we're doing is the right thing.
- Our brand is already out there as part of the social dialogue. We must leverage that energy and engagement for the betterment of our brand. Honestly, I was surprised by the number of Insignia videos appearing on YouTube. My favorite was a product review by a 10-year old kid. I hope I can get him engaged with our community sometime in the near future.
- The real interesting part of the dialogue got into how the community could affect the brand and its presentation. Our audience found it compelling if we allowed consumers to provide tech help to each other or to even write/re-write our product manuals. This would take community collaboration to a whole new level.
Finally, we are exploring lithium forums as a way to continue engagement with our audience and then to build that functionality right into the site. It would allow us to launch with a pre-existing community and for our non-Best Buy hand raisers to engage in the same level of dialogue. More to come on this element.