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How Social Communities Anchor B2B Digital Programs

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Kevin Oconnor
Dec 27, 2016 08:51
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Many corporate community efforts tend to focus on community for one of three reasons:

Support:Enabling customers and advocates to support and inform each other, providing self-serve customer service, or offering support via social network monitoring e.g., Comcast s efforts via @comcastcares

Reputation:Intersecting with communities, social network presences of interest, and influencers in an effort to build reputation

Research:Using small private communities like a marketing petri dish—a closed, controlled space where customers can be studied

The real value of customer communities, however, is quality and efficiency—efficiency of reach, feedback, communication cycles, and amplification.

In other words, anchoring and extending all your online efforts through a central hub where your biggest fans congregate.

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Kevin Oconnor
Dec 27, 2016 08:51
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