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Defining the term: “Online Community” | Web Strategy by Jeremiah Owyang | Social Media, Web Marketing

Defining the term: “Online Community” | Web Strategy by Jeremiah Owyang | Social Media, Web Marketing | CRM & customer communities | Scoop.it
Baptiste Gmrt's insight:

Clearly defining what an online community is, whether it is a customer community or another type of community, is not an easy task.

 

Yet the author of this article has tried to grasp the essence of the term. Among the several possible definitions given in this article, we may keep the following attributes as reliable to define the term:

 

a community is :

 

-a group of people

-built around commonalities/affinities

 

Thus, the author suggests the following defintion: "communities are bodies of people joined together by a common interest".

 

But what does really distinguish a "community" from "a bunch of people [of similar interests] standing around" ?

Here, notions widely accpted as community attributes such as interaction, relationship, cooperation are essential.

 

What about your definition of the community ?

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CRM explorer's comment, May 16, 2013 4:04 PM
Community is also defined by the TIME you give to others :)
Baptiste Gmrt's comment, May 17, 2013 3:45 AM
I agree, time given to others is essential. Without it, there is no interaction, cooperation nor relationships possible. And what is a community without that ? :)
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Is the window closing on enterprise customer communities? | ZDNet

Is the window closing on enterprise customer communities? | ZDNet | CRM & customer communities | Scoop.it
While a number of leading companies have succeeded in gathering their customers around them online, the process of socially engaging the external world increasingly looks like a zero sum game for the rest.
Baptiste Gmrt's insight:

Why do such a small number of customer communities succeed ? Has time for customer communities come ?

 

An interesting thought in this article is that of the customer community being a zero-sum game.

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Why Private Social Communities Fail & How to Avoid It? Pt. 4 of 4 [Technology]

Why Private Social Communities Fail & How to Avoid It? Pt. 4 of 4 [Technology] | CRM & customer communities | Scoop.it
Creating a thriving private social community for customers or members by learning the technology-related reasons why they fail.
Baptiste Gmrt's insight:

Cstomer communities failure is not always about management issues/choices. Technology choices (functionnality, ergonomy ect...) also can make your community fail

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Customer Experience Management—The Next Customer Strategy

Customer Experience Management (CXM) uses consistently outstanding service to achieve differentiation and gain repeat business, loyalty, increased customer s...
Baptiste Gmrt's insight:

Good video illustrating the importance of socially engage the customer (through customer experience for instance) in order to develop his/her loyalty. Brands seems to invest too little on the front end (offering a great customer experience) to focus more on discount options etc...that are unpersonnal and sometimes viewed as a way to balance an unsufficient CRM

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How Online Customer Communities Can Increase Revenue By 19% [Research]

How Online Customer Communities Can Increase Revenue By 19% [Research] | CRM & customer communities | Scoop.it
Get research-backed information about how your company can increase revenue using an online customer community.
Baptiste Gmrt's insight:

An article presenting a study from the University of Michigan about the efficiency of online customer communities on sales and results.

 

Interesting to have an insight into more concrete results of the implementation of customer communities for companies. Enthusiasm for the company's products, supported by active communities, is not only about company's reputation, it is also a boost for sales.

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The Ultimate Framework for Planning an Online Community Strategy

The Ultimate Framework for Planning an Online Community Strategy | CRM & customer communities | Scoop.it
Get a useful and easy to follow model for planning a successful online community.
Baptiste Gmrt's insight:

A step-by-step approach of how to settle an online customer community strategy

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Big List of Why Online Communities Fail & How to Avoid It - Part 1 of 4

Big List of Why Online Communities Fail & How to Avoid It - Part 1 of 4 | CRM & customer communities | Scoop.it
Find out the primary reasons that private online communities fail for companies and associations - and how to avoid them.
Baptiste Gmrt's insight:

The ultimate article on how to avoid most common failures in the field of customer communities management !

 

We see that most failures comes from an unsufficient understanding and clarification of the purpose, the target, the very reason of the community.

 

To read in conjunction with my previous posts ginving tips to follow to manage customer communities efficiently  

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KRAFT Customer Co-Creation Case Study | Communispace

KRAFT Customer Co-Creation Case Study | Communispace | CRM & customer communities | Scoop.it
Find out how an online customer community helped create a line of 48 products that became a $100 million success story in its first six months.
Baptiste Gmrt's insight:

To be read in conjunction with my previous post. This case studyshows how Kraft Foods successfully managed their customer community towards creating new products.

 

It's a great application of the good practices described in the article I scooped yesterday:(http://www.communispace.com/uploadedfiles/researchinsights/best_practices/bestpractices_10bestpractices.pdf ;

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Adobe MAX 2013: Gathering a community

Scott Belsky, VP Products, Community and Behance shares his thoughts on why Adobe MAX 2013 is a must-attend event.
Baptiste Gmrt's insight:

An example of efficient offline gathering of a customer community. The case of Adobe is all the more interesting as their customers cover a wide range of profiles : professionnal independant designers,employees of corporate communication department, students, freelance artists...So one could say the business model of the brand is both B2B and B2C.

 

This event comes in support to one of the most active online customer communities : the Adobe Learning Communities.

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Baptiste Gmrt's comment, May 20, 2013 5:07 AM
and if you want an insight into this event : http://www.youtube.com/watch?v=sXBUjCBi0o0
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What Constitutes a Customer Community?

What Constitutes a Customer Community? | CRM & customer communities | Scoop.it
We took a journey back through 15 years of research to determine what constitutes a “true” customer community, and the commonality is a shared sense of purpose and ownership and a distinctive, often well-guarded culture.
Baptiste Gmrt's insight:

Has technology and the rise of social networks really changed the rules and principles of customer communities ? Are social networks the new way to organize customer communities ?

 

It seems "likes" on Facebook for instance don't make you a member of a community, either because you don't feel liking an image, a page really engages you or you have been lured into doing so by a marketing strategy (for ex: merchants offering special promotions or content only available to Facebook "fans"). 

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Twelve best practices for online customer communities | ZDNet

Twelve best practices for online customer communities | ZDNet | CRM & customer communities | Scoop.it
One of the more significant Web 2.0 trends in business this year has been the advent of the Web-based customer community, where groups of like-minded individuals focus around a brand or a set of product and services come together and interact online.
Baptiste Gmrt's insight:

This article is a bit old but many statements still apply today in my opinion.

 

Customer communities differ in their structures from social networks (individual private communities) and from grassroots communities (independent from companies' influence). 

 

If they want to take benefit of these vibrant " groups of like-minded individuals focusing around a brand or a set of product and services" companies have to foster them rather than hoping users to do it on their own.

 

Most of all, companies have to clearly understand what the customer community is about and the expectations of its members. The author gives thus 12 tips to assess these stakes. The main one states that the needs of the community should prevail, meaning customer communities (even with company members involved) should always be a place for open and honest discussion, even if it means going against the company's speech communication strategy.  

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71 Top Online Customer Communities: The Big List

71 Top Online Customer Communities: The Big List | CRM & customer communities | Scoop.it
Baptiste Gmrt's insight:

An interesting review of the 71 most famous and active customer communities online today.

 

A customer community can be defined as an online platform/website where customers may collaborate and exchange views and tips on common fileds of interest (often dealing with company products/services).

 

Looking at this list, we see several categories of customer communities. Some allow customers to exchange tips on how to use a company's products (for instance Adobe Learnig Communities which are a great help to designers). Others give way for ideas like Microsoft Developers Network....

 

Customer communities may be different in their design, but they all share the same vision: allow people to collaborate on topics they share an interest in. They seem to be source of ideas and inspiration, both for their members and the companies that manage them.  

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Craquer pour photoshop CS6 en 4 étapes

Désormais avec l'offre Creative Cloud la licence Photoshop CS6 est à moins de 25€ par mois ! Rdv sur http://www.adobe.com/go/craquer-pour-photoshop pour en s...
Baptiste Gmrt's insight:

Great video from Adobe and a good example of the brand's funny approach to a serious issue: illegal downloading of its products.

 

Being a loyal Adobe customer costs a lot of money as the softwares the brands develop are professionnal and expensive ones. They also are a reference and are absolutely necessary in certain jobs (designer...). More than one are tempted to crack the softwares then !

 

Adobe tries to give them more accessible ways to be loyal customers, using online subscriptions and cloud computing. But are old-time traditionnal users ready to adapt to that new strategy ? 

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More Community Management Problems That Can Sink Your Online Community

More Community Management Problems That Can Sink Your Online Community | CRM & customer communities | Scoop.it
Learn the key community management-related reasons that online communities fail and how to avoid them.
Baptiste Gmrt's insight:

Follow-up to part 3 of 4

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Community Management Reasons Online Communities Fail (Part 3 of 4)

Community Management Reasons Online Communities Fail (Part 3 of 4) | CRM & customer communities | Scoop.it
Learn about the online community management-related decisions that can make or break your private customer or member community.
Baptiste Gmrt's insight:

Third part of this article series about the most common customer communities failures

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Baptiste Gmrt's comment, May 31, 2013 10:05 AM
...and how to avoid them !
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4 Organizational Reasons Why Private Social Networks Fail (Pt. 2 of 4)

4 Organizational Reasons Why Private Social Networks Fail (Pt. 2 of 4) | CRM & customer communities | Scoop.it
Learn about the organization, structural, and managerial roadblocks to creating a successful private online community - and how to avoid them.
Baptiste Gmrt's insight:

The follow-up to my previous post. The list continues with strategy-related customer communities failures

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How To Avoid Online Customer Community Failure!

How To Avoid Online Customer Community Failure! | CRM & customer communities | Scoop.it
Vanessa DiMauro gives concrete examples of how to avoid online customer community failure.
Baptiste Gmrt's insight:

And another article giving tips to avoid failure in customer community design and management. Informative and useful pieces of advice in here.

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How an Online Customer Community is Different than Your Company Website

How an Online Customer Community is Different than Your Company Website | CRM & customer communities | Scoop.it
Unlike your small business web site, with an online customer community you focus on your customer/user needs, interests and experiences. You host and learn.
Baptiste Gmrt's insight:

Article targeting small businesses considering building a customer community around their products.

 

It also includes a link to the Fiskateers community, an example of audacious and successful community built around simple, everyday products.   

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Communispace Research Insights | Best Practices | 10 Best Practices

Communispace Research Insights | Best Practices | 10 Best Practices | CRM & customer communities | Scoop.it
Real co-innovation - Communispace's product market research provides a space for consumers to co-innovate and provide guidance and insights that help brands create more relevant products.
Baptiste Gmrt's insight:

10 best customer communities practices recommended by Communispace. You can download the list for free in PDF format.

 

We notice the importance of implementing a good atmosphere (picking the right people, be genuine, encourage candor, be positive, not be overwhelmingly present...) 

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3 Things You Should Know Before Planning an Online Customer Community

3 Things You Should Know Before Planning an Online Customer Community | CRM & customer communities | Scoop.it
Read this article before you plan your online customer community to find out 3 things you should know.
Baptiste Gmrt's insight:

3 interesting tips on how to create an efficient customer community (for B2B companies).

 

If B2C and B2B customer communities share the same stake i.e providing value to the customer, they differ when it comes to the means of doing so. B2B customer communities cannot just be "social", they are first and foremost about helping the customers solve their problems.

 

In B2B, customer communities are more technical support oriented, they sometimes can be used as a priviledged and easier alternative to traditionnal technical support/after sales sevices.  

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Building Customer Communities Is the Key to Creating Value

Building Customer Communities Is the Key to Creating Value | CRM & customer communities | Scoop.it
You're denying the new marketing reality if you're not encouraging social capital.
Baptiste Gmrt's insight:

Very clear and interesting explanation of the marketing stakes involved in customer communities.

 

Traditionnal advertising (mass advertising) tends to be less trusted by customers who are looking for more personnalized and unbiased judgment on products and services. Asking their peers: colleagues, family, friends...they expect to get bettter advice, suited to their needs.

 

Customer communities, if they allow open and unbiased speech, are then the key to build a company's reputation. Indeed, not only does the company's name and information about the company's product/services reach a lot of people for free (no advertising cost), but it is also more powerful.  

More powerful because customers are more likely to trust their peer's opinion than corporate speech and also because active community members are deeply and personnally engaged by the company.

No need to say, this is a double-edged sword !

 

The goal is to reach that level where being a company's customer stops being seen as a commodity and becomes a pride, a way to build one's social capital (being seen as an expert on the company's products by their peers for instance).

 

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Defining the term: “Online Community” | Web Strategy by Jeremiah Owyang | Social Media, Web Marketing

Defining the term: “Online Community” | Web Strategy by Jeremiah Owyang | Social Media, Web Marketing | CRM & customer communities | Scoop.it
Baptiste Gmrt's insight:

Clearly defining what an online community is, whether it is a customer community or another type of community, is not an easy task.

 

Yet the author of this article has tried to grasp the essence of the term. Among the several possible definitions given in this article, we may keep the following attributes as reliable to define the term:

 

a community is :

 

-a group of people

-built around commonalities/affinities

 

Thus, the author suggests the following defintion: "communities are bodies of people joined together by a common interest".

 

But what does really distinguish a "community" from "a bunch of people [of similar interests] standing around" ?

Here, notions widely accpted as community attributes such as interaction, relationship, cooperation are essential.

 

What about your definition of the community ?

more...
CRM explorer's comment, May 16, 2013 4:04 PM
Community is also defined by the TIME you give to others :)
Baptiste Gmrt's comment, May 17, 2013 3:45 AM
I agree, time given to others is essential. Without it, there is no interaction, cooperation nor relationships possible. And what is a community without that ? :)