Question

Topic: Strategy

The Future Of "community" As Strategy

Posted by pbaez on 1/16/2004 at 4:54 PM ET 125 Points
Many companies are providing online tools that they hope nuture a sense of "community" or belonging.

But what do you think is the future of online communities, as an organizational strategy, for selling/marketing products and services?
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RESPONSES

  • Posted by jcmedinave on 1/16/2004 at 10:20 PM Member
    The online communities will bring to the costumer more and more power and interactions with the companies. In the future they will participate in the product developments, channel designs, sell promotions and so on. The online tools must provide the medium beetween companies and customers to develop products, to buy products, to increase services knowledge, to get involve in company decisions, etc...

    Juan Carlos Medina Velandia
    web: https://usuarios.lycos.es/jcmedinave/
    email: conideas_plus@yahoo.com
  • Posted on 1/19/2004 at 8:51 AM Accepted
    Does a community strategy have a future?
    Yes, it does.
    Why - because the web is a conversation (see Cluetrain.com, thesis #1). A conversation is about making an enquiry and exchanging information... sales is about making an enquiry to find out more, and make the next sale. The two are natural online companions.

    Community has the added benefit of being user-led. The web works best when it''s informing users, rather than delivering a sales pitch.

    *How* companies use community - how they find the right community strategy for their marketplace and customers... now that''s the real challenge.
  • Posted by pbaez on 1/19/2004 at 10:57 AM Author
    Thank you all for your insights!

    Like all successful online forums, I will recipricate this assistance when the opportunity arises.

    Thanks again!
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