Will the online community be public, gated or a hybrid (largely public with a private, members-only area)?
Talk about online communities is everywhere lately. This is good news to those of us who have been building online…
To demonstrate the strategic impact a community can have on an organization, a number of operational needs must be addressed and tended to clarify the value of the community’s financial returns. To illustrate this point, let’s look at common operational needs across an organization. For example: Marketing as a discipline raises awareness about products and services, defines audience segments and targets to reach new prospects and builds customer intimacy to retain existing customers.
Our series on Social Business Readiness is intended to focus attention on performing the due diligence needed to understand if key departments are ready to innovate and implement social business solutions within their functional areas. Managers of those functional departments ignore this step at their peril. Few initiatives can boomerang and create chaos as quickly as an ill-considered and haphazardly implemented social media effort.
Funny thing about customers: unlike staff, you can’t make them stop talking in public about what they like — or don’t like — about your products, services, policies, practices or personnel. But you can respond in public — if you’re careful — and maybe even develop a pro-active customer care strategy that integrates best practice using the social web.
I have been researching and building online communities since 1991 – a seriously long time. One of the great outcomes of honing a skill for a decade or two is the ability to notice patterns in research. Recently, I have been building case studies about B2B online customer communities, which I will be sharing through this blog in the coming weeks and months. This intersection of ability and activity – experienced observer and in-depth, measured research – has helped me spot some early success indicators for B2B customer community builders.
The B2B online community may be the forgotten partner of the glitzy, headline and spotlight-grabbing B2C communities at the center…
by Vanessa DiMauro and Don BulmerBut How?We are pleased to announce the launch of the 2nd annual New Symbiosis of…
As companies begin to explore whether or not social media is a viable channel for them, a relevant question skeptics often rightfully ask is “What is the point?” How can using social media help the business, sell more services, or better a product line? This is a good question – and one that should be asked strategically before starting any social effort.