Over 40% of business technology decision-makers indicate that support forums, discussion forums, and professional social networks influence them throughout their online journey. Yet many marketers overlook the impact of the conversations that occur within these networks.
Chances are your company has an online community that requires your attention. Whether you have a support forum on your corporate website, a company page on LinkedIn, or a brand page on Facebook, somewhere there is a community of customers, partners, and influencers that is talking about your brand.
It is up to you to take advantage of this opportunity to interact with your community members, but it requires a new marketing mindset. It requires a shift from traditional media creation to social capital creation. It requires an ability to engage and motivate influencers. It also requires time, energy, and commitment from you and the stakeholders within your organization.
It is difficult to ignore the impact that community interactions have on decision-makers. But why do online communities often fail? We speak to many clients who struggle with establishing their communities and found five common mistakes:
1. Choosing the wrong approach. Communities are not a “one size fits all” strategy for customer engagement. Companies must understand how and where their customers and prospects prefer to engage online and the types of activities that will drive member participation.
That’s kind of a bold statement to make when many companies — be they media players or the likes of Facebook — face a mobile monetization gap and when most successful companies generate only dozens of millions of dollars of direct mobile transactions. Despite the hype around “freemium” models, the reality is that few companies can now rely on a standalone mobile business model and that most mobile business models remain unproven.
The Web extended most business models and created only a small number of truly successful new ones. Mobile will follow the same path: Extension, rather than disruption, will be the norm for most businesses, with a few disruptive mobile pure-plays as the exception but not the rule. That doesn’t mean, however, that mobile-first businesses won’t disrupt existing players. Mobile is an enabler of new direct-to-consumer products already, in industries such as car services, food delivery, and home health products. And mobile is disrupting born-on-the-Web companies such as Facebook.
Unlike Ovi a couple of years ago, this brand will speak for itself. This is all about interaction with places around you, about context. Thanks to a best-of-breed product experience, Nokia is well positioned to deliver the most differentiated location experience.
During “Mapplegate” at the launch of iOS 6, my colleague Ted Schadler explained why it was a strategic imperative for Apple to do its own maps. However, at that time, most consumers and observers were comparing only Apple and Google Maps. The harsh reality was that Nokia couldn’t leverage its strength in the location-based space without an umbrella brand like “here.”
Make no mistake: This is not “HERE by Nokia” or any other form of sub-brand. This is an independent brand. Why? Because the opportunity is bigger than just Nokia.
This is about addressing different types of connected devices — not just mobile phones but also tablets, connected cars, and wearables. As such, “HERE” could play a pivotal role in helping Nokia leverage tomorrow’s new mobile form factors.
Jawbone, a privately-held company based in San Francisco with a $1.5 billion valuation, today announced the relaunch of its UP wristband, which it discontinued one year ago due to manufacturing problems. (An excellent article in Fortune from October details the "beautiful failure" of the product and CEO Hosain Rahman's decision to cease manufacturing and refund customers' money.) There's a lot to like about this company and its products. Jawbone is one of few companies that has successfully innovated the adjacent possible, as my colleague James McQuivey has written, pivoting from Bluetooth headsets to Jambox speakers to the UP. The UP is a wearable device that lives (on the wrist) at the intersection of fashion and the consumerization of health. The UP is part of an emerging phenomenon that we call Smart Body, Smart World, which we think will power the next wave of growth and innovation in personal computing.
A year ago, Forrester fielded a Global Mobile Maturity Online Survey. We interviewed more than 250 executives in charge of their companies’ mobile strategies around the globe.
To help executives and product strategists benchmark and mature their mobile consumer approach, we’re updating this survey.
Planning and organizing for the use of mobile technologies is a complex task. Integrating mobile as part of a broader corporate strategy is even more complex. However some players are leading the way and working on infrastructure, staffing, and competencies that are hard to see unless you look closely. If you want to understand the role that mobile is playing in various organizations, what their objectives are, how they measure the success of their mobile initiatives, and a lot more, you just have to share with us your own perspective and we will aggregate answers. For your efforts, we will share a free copy of the survey results.
If you’re in charge of your company's mobile consumer initiative or if you’re familiar with it, then please take this survey.