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The reason for Pepsi’s pull-out? Channeling a large chunk of its ad budget to online marketing. This could mean some email marketing or social media marketing, but more specifically, Pepsi aims to build online communities to support it “Pepsi Refresh Project.” Pepsi explains the shift to online marketing efforts that “make us think, inspire us and ignite participation.”

If you wish to follow Pepsi’s way and wish to build your own online community, you need to provide the tools that will make your community grow. The growth may be supported by an effective email marketing campaign, or a top-quality newsletter subscription, or a savvy article marketing drive. But whatever tool is used, it should always consider the following elements of community-building:

1. Environment. The online community should be supported by an environment conducive to sharing and growth, composed of:

* The hardware and software making up the infrastructure,
* The interface visible to users, such as the look and feel of the GUI, banners, color themes and the like,
* The means of communication, such as email, newsletter, or social media platforms

2. Processes. Designing online communities necessitate the establishment of a few simple guidelines. These guidelines must be implemented by community architects, particularly at the set-up stage. They must also be constantly upheld from then on.

* Community’s purpose and goals
* Leadership structure (who are the administrators, forum moderators, etc.)
* Membership policies, roles and responsibilities
* Conflict resolution procedures
* Schedule of community events

Every member of the community may bring in his or her own personality and energy into the enterprise. At all times, the community should be able to provide the right tools to support each member’s growth within the community. The growth has to add value, correct misconceptions, and propel every member towards a deeper experience of your community, your brand and your business.