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Digital Communities: These Peer Networks are the Future of Business

A great case for the value of Communities:

An online community lets you control your branding and deliver messages while offering prospective customers and partners the ability to ask questions and receive answers directly from you or other community members. …

These peer networks are the future of business. That’s because they’re all about facilitating dialog in a place where recommendations can flow freely and willingly.

That’s more important than ever in a world where consumers trust peer recommendations at such an astonishing level — 70 percent, as opposed to the 10 percent who trust advertisements. And the consequences of not adapting to the current environment couldn’t be more dire.

Source: How DX Can Make Your Business Exceptional

Todd Marons draws the customer experience case. Dion Hinchcliffe even goes further illustrating, how Communities have matured up to becoming a business model:

Community is becoming the organizing principle for digital experience. At first, using the scale of community as a shock absorber for engaging at scale, companies are finding that community makes virtually every customer and workforce function better by unleashing co-creation. Marketing works better (advocacy), sales works better (community reference checks), operations work better (social exception handling), customer care (community-based support), and so on. The same across digital channels as well, from Web site to mobile application: When community is present, the channel works better.

Source: On Digital Strategy | Dion Hinchcliffe | Notes on Internet and Business Convergence

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Filed under: Digitaler Arbeitsplatz, Kommunikation & Zusammenarbeit, Digitalisierung & Wirtschaft, English language articles

About the Author

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... arbeitet in Communications bei Kyndrl Deutschland, dem weltweit führenden Anbieter zum Management kritischer IT-Infrastruktur. Den gelernten Journalisten hat seine Leidenschaft für das Schreiben, Beobachten, Kommentieren und den gepflegten Diskurs nie verlassen. Diese Passion lebt er u.a. in seinem privaten Blog StefanPfeiffer.Blog oder auch als Moderator von Liveformaten wie #9vor9 - Die Digitalthemen der Woche und Podcasts aus. Digitalisierung in Deutschland, die digitale Transformation in der Gesellschaft, in Unternehmen und Verwaltung oder die Zusammenarbeit am modernen Arbeitsplatz sind Themen, die in leidenschaftlich bewegen. Vor Kyndryl hat Pfeiffer in der IBM im Marketing in unterschiedlichen internationalen Rollen gearbeitet. Seine weiteren beruflichen Stationen waren FileNet und die MIS AG. Auf Twitter ist er als @DigitalNaiv „erreichbar“. 

1 Comment so far

  1. In the Technology sector I see many vendors are using communities to reach and engage the lower-level (IT manager, sys-admin staff) decision makers at their existing customers, yet they’re not effectively targeting executive IT (CIO, CTO) or line-of-business leaders that are at their prospective customers.

    The challenge: few Tech vendors have authors/editors who can create content that includes a compelling narrative proven to be appealing to the most senior people at their target customers. These executives look for meaningful and substantive guidance on when and how to apply technology to achieve their desired strategic business outcomes.

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