You Get Out Of Your Community What You Put Into It.

For the first time since I started my analyst role at Forrester in 2011, community conversations have surpassed social media conversations during my client meetings. Online communities and social networks have been around for many years, so why are communities such a "hot" topic among marketers? These days it is rare to find a company who has not either launched their own customer community, published a fan page on Facebook, or created a business profile on LinkedIn. These tactics are not new, so why the increased interest? I believe that marketers are finally beginning to absorb the fact that their perpetually connected customers frequently tap into online communities. Their customers frequent communities at each stage of their customer life cycle to gather information and connect with others. Today, marketers know that they can use online communities to reach, deepen engagement, and establish relationships with customers. In addition, marketers have a stronger case to increase investment in their community strategies since there is growing evidence that deploying a customer community can lead to positive ROI through support call deflection, increased leads, and stronger engagement with brand advocates. 

Read more

You Get Out Of Your Community What You Put Into It.

For the first time since I started my analyst role at Forrester in 2011, community conversations have surpassed social media conversations during my client meetings. Online communities and social networks have been around for many years, so why are communities such a "hot" topic among marketers? These days it is rare to find a company who has not either launched their own customer community, published a fan page on Facebook, or created a business profile on LinkedIn. These tactics are not new, so why the increased interest? I believe that marketers are finally beginning to absorb the fact that their perpetually connected customers frequently tap into online communities. Their customers frequent communities at each stage of their customer life cycle to gather information and connect with others. Today, marketers know that they can use online communities to reach, deepen engagement, and establish relationships with customers. In addition, marketers have a stronger case to increase investment in their community strategies since there is growing evidence that deploying a customer community can lead to positive ROI through support call deflection, increased leads, and stronger engagement with brand advocates. 

Read more