The Tribalization Of Business - New Study Of 400 Corporations
By Tom Foremski - October 13, 2009
Deloitte, Beeline Labs and the Society for New Communications Research has completed the 2009 Tribalization Of Business study. It examined 400 companies across many different sectors. And communities of under 100 members to more than 10,000.
Some of the findings:
- - 94 percent of respondents indicate that they plan to maintain or increase investment in their online communities
- The top business objectives for externally-facing online communities continue to be enhancing: word-of-mouth (38 percent), customer loyalty (34 percent) and brand awareness (30 percent), followed by idea generation (29 percent) and improved customer support quality (23 percent)
- The biggest obstacles to creating a successful community, according to respondents are: getting people to join (24 percent), keeping community members engaged (30 percent) and keeping members returning (21 percent).
- 20 percent of respondents have set up "ambassador" programs, which reward members for being active in the community.
- 33 percent of respondents told us that more full-time people are being deployed to manage their online community initiatives.
There is a free briefing on the results Wednesday October 14, 10 am PST, 1pm EDT. Free registration here.
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