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Re: If You Build a Branded Online Community, Will Customers Come?
Posted by: Jeff Zabin 2009-08-07 00:54:49
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One of the key benefits of branded online communities relates to the idea of treating customers as cocreators or codevelopers. With the advent of social networking, companies can further automate and expand their efforts to involve customers in the innovation process. For most companies, innovation is the only sustainable competitive advantage; hence, the importance of opening a window onto the unmet wants and needs of customers -- and even soliciting their direct input into the ideation of future products and services.
The future of branded social network communities
Posted by: tomrau 2009-08-07 02:07:15 In reply to: Jeff Zabin
A very good article that wraps up basic principles why companies in the future will have to engage with social media.
"The idea of treating customers as cocreators or codevelopers" is a basic principle of social media. Customers identify themselves with the brand and want to be able to influence the brands they like.
As Motorola's Connie Allen states "It became imperative to show that we were listening to them." This is indeed the key issue when it comes to the use of social media and especially with branded social network communities. Customers want to be taken seriously! If not, social media also enables customers to make sure their anger is heard.
The reason why communities are successful is, "when companies build them for their customers". This is a basic step many companies tend to fail to make.
Branded communities need not be very large as they are directed at a niche and specific topic and not at masses like facebook.
So in the future we will see many more branded social network communities establish themselves in their niches.
By the way your list of leading vendors like MarketTools, Jive, Lithium, Passenger, Neighborhood America, Communispace, Powered and Igloo Software, is only limited to US companies. relenet is based in Germany and is a also leading provider of social network community software.
"The idea of treating customers as cocreators or codevelopers" is a basic principle of social media. Customers identify themselves with the brand and want to be able to influence the brands they like.
As Motorola's Connie Allen states "It became imperative to show that we were listening to them." This is indeed the key issue when it comes to the use of social media and especially with branded social network communities. Customers want to be taken seriously! If not, social media also enables customers to make sure their anger is heard.
The reason why communities are successful is, "when companies build them for their customers". This is a basic step many companies tend to fail to make.
Branded communities need not be very large as they are directed at a niche and specific topic and not at masses like facebook.
So in the future we will see many more branded social network communities establish themselves in their niches.
By the way your list of leading vendors like MarketTools, Jive, Lithium, Passenger, Neighborhood America, Communispace, Powered and Igloo Software, is only limited to US companies. relenet is based in Germany and is a also leading provider of social network community software.
