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Beyond Marketing
Problematic, tools, news, in marketing and beyond to develop ecosystemic vision; are included Inbound Marketing, Content Marketing, Social Media...
Curated by Denis Failly
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Online Community ROI, Redefined (In Pictures)

Online Community ROI, Redefined (In Pictures) | Beyond Marketing | Scoop.it

There’s a cringe-worthy trend emerging around how online community ROI is being articulated which has captured my colleague, Peter Ward and my attention.  So, we pulled together this blog post our workshop materials, in order to share our point of view.  We see many online communities using cost reduction as the primary measure for assessing return on investment (ROI).  In some cases, communities can reduce call center costs by offering customers a self-serve option using the online forums and interactive FAQs. This is a good thing; it enables customers to resolve low-complexity questions independently and frees up customer support to focus on more complex issues.  When online customer communities are first launched, cost reduction is often a short term focus.  But over time, if the community becomes adept at solving customer problems and engaging with customers about new products, services and enhancements, customers will start turning to the community for customer support due to the company’s demonstrated attention to customer care.  This success will actually raise costs – but in a good way – because additional benefits will come from increased customer loyalty, time-to-market and quicker recognition of customer needs and wants.

Denis Failly's insight:

"...some key steps to establishing ROI for social business and online community: 

The community or social business initiative should be proactively aligned with one or more functional organizations (e.g. customer service, product management, R&D). Identify a limited but substantive set of business outcomes which can be created or accelerated due to the social initiative.Through discussion with the functional organization(s), learn how their success is measured today (e.g. problem resolution, new features, customer satisfaction).Establish which stakeholder/s (e.g. customers, field service, distribution network) provide the most reliable input / feedback, and which venues (e.g. customer advisory councils, regional conferences) have traditionally offered the best opportunity for interaction?  Why?Explore what the potential impact of feedback on a global and continuous basis, as well as the opportunity associated with integrating offline and online activities, will be on the functional organization.Come to agreement on meaningful ways the community initiative will measure success (in alignment with the functional organization) and establish an operating model for incorporating feedback and / or insights.Document baseline measures of success and establish a realistic target for the community initiative which is in alignment with the strategic objectives of the functional organization."
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The Future of Community in Social Media Channels and Where It’s Headed

Earlier this year, Guy Kawasaki, author, keynote speaker and co-founder of AllTop; Mari Smith, notable Facebook thought leader and author; and Bahram Nour-Omid, the CEO of Passenger and advisor to Nestivity sat down to talk to me about the future of community on social media. The three social media luminaries had differences of opinion about which network promotes community-building best, but they all agreed that everyone should have their own community – as long as they have something to say.

 

 

Denis Failly's insight:

"where is community headed on social media? Facebook, Twitter, Google Plus ?" exchange of views...

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Online Community Platform Success: 4 Keys to Social Software Adoption

Online Community Platform Success: 4 Keys to Social Software Adoption | Beyond Marketing | Scoop.it
The use of online communities to manage customer relationships is still an emerging business strategy for most organizations. For many of Socious’ customers,
Denis Failly's insight:

Some good advice if you have decided to move forward with online community software.

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The Online Community Lifecycle

The Online Community Lifecycle | Beyond Marketing | Scoop.it

In 1965, Bruce Tucker proposed a model of group dynamics popularly known as Forming, Storming, Norming & Performing. In a nutshell, Tucker’s model encompasses several distinct stages, beginning from a group’s creation through its maturation and ultimate evolution or extinction.

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Community is an Ecosystem

Community is an Ecosystem | Beyond Marketing | Scoop.it

If you were to look at the definition of an ecosystem, you may find something along the lines of this:

An ecosystem is a community of living organisms (plants, animals and microbes) in conjunction with the nonliving components of their environment (things like air, water and mineral soil), interacting as a system. These biotic and abiotic components are regarded as linked together through nutrient cycles and energy flows. As ecosystems are defined by the network of interactions among organisms, and between organisms and their environment, they can come in any size but usually encompass specific, limited spaces (although some scientists say that the entire planet is an ecosystem). Wikipedia.

This is the true definition of what an ecosystem looks like, and is very much based on the natural world.

However, when you look a little further into the definition shared above and beyond that, you can start to make a strong correlation between such an ecosystem, and the community around a blog or social presence.

Denis Failly's insight:

So embrace the ecosystem...!

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Community Is About Your Behavior, Not Your Brand

Think for a moment about the communities you’re a part of. Typically, our minds begin with geographic qualifiers and branch out. I’m a member of my local community, which can be described in the context of my city or my neighborhood. Distilling down to the neighborhood association sickens me — mine is run by rabid former hall monitors — but it certainly applies.

From there, we extend thoughts to groups with whom we share some common interest. Perhaps you consider your church/temple/synagogue, a professional association or even an alumni group or informal collection of high school or college friends a community to which you belong. For many of us, our next step is into the world of online communities. Maybe you join others on an online game from time to time, or have a collection of Facebook friends that don’t meet some pre-existing standard.

 

 

Denis Failly's insight:

Have you ever think about why in real life you are member of community, try now to make the transfer in the virtual world on the Social Web.

."..It’s probably because you appreciate the behavior of those websites in empowering you to be a part of something more than you could build on your own."

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How to Identify an Online Community for Your Business

When you’re getting started with building a community around your business, you aren’t really starting from
Denis Failly's insight:

"How to" to identify a community on the Web within your digital strategy

 

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