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Leveraging the Power of the Community 241

When you compare and contrast the approaches and
the outcome in terms of activity, it is clear why Quick-
Books’ success far exceeds Advanta’s and AMEX’s. To
begin with, they started off with a more robust physical
community so the launch point was easier. Secondly, they
focused on specialized and rich content for each one of
the specialty areas with enough purpose-built blogs to
enable people to feel like they are with “someone like
me”.

TD Canada Trust not writing for the
two-way street

TD Canada Trust initiated “SPLIT IT” on Facebook, which
allowed roommates on Facebook to manage how they
split bills (Figure 9.10). Their Facebook page links to their
Money Lounge which has job postings, videos, and other
offers.

Figure 9.10