The boundaries between the physician – patient relationship have always been difficult as the relationship is based on trust, intimacy…
Archives for 2013
As I sit at my desk thinking about a new blog post topic, I struggle to write. Not because of…
Failure. It’s not a word anyone likes. Yet it is common occurrence with innovation projects. When projects fail, there’s a natural inclination to avoid looking for the reasons why. This is especially true for online customer communities. A failure with customers (Ouch!) is far more painful than any internally-facing problem, because it touches the people and companies that are core to the organizations’ success.
Times have changed and communities, advanced. We live in a world where we can gain instant access to connections and information about everything from a specialist’s point of view to travel suggestions to how to fix a fussy smartphone app. These changes are unarguably for the better. However, there are core principles about online community that John Coate’s presentation — indeed, his whole body of work — remind us are a fundamental part of whatever flavor of online community building we do. Starting in 1992, and revised twice since, Coate’s wrote an essay called “InnKeeping in CyberSpace” which still serves as an up-to-the-minute guide to online community best practices.
B2B online customer communities are often the elusive queen of the social business world- gated, private and not often in the limelight, but powerful to the companies that host them. Due to the insights and competitive advantages they offer, their inner-workings are often a best-kept secret. But, in celebration of a recent redesign of Cognizant’s community – Cognizant Connections, my colleague Alan Alper, senior director of corporate marketing, was willing to share some insights about their online community through a Q&A session with me.
So no to social media muddle and focus on the customer journey.
So here are 10 things I think a skilled community manager brings to the organization – and the community – they support: