The product focused community: the hard sell approach
A product focused community will typically have a lower tolerance for off-topic discussion than a “social” community. These communities will normally be focused on support, product questions and discussions with existing owners. The main selling factor of these forums is aspirational, a prospective customer can read about your product, interact with existing owners and begin to develop a Gollum/One Ring style relationship with it. For a great example of this, you need look no further than the official Tesla forums. All content is product focused, and as a heavily aspirational brand it benefits hugely from this. With premium priced products such as this (or say, Apple products), customers will also be keen to talk to each other about how great your product is and reinforce the wisdom of their own decision to pay more. In communities like this, a wider focus and chatty atmosphere would detract from the value of the forum. They benefit from a tight focus and controlled environment.
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