In early July, Deloitte published the 2008 Tribalization of Business Survey along with Beeline Labs and the Society for New Communications Research (SNCR). The study’s key findings highlighted the benefits and challenges for companies creating online communities:
- 35% saw an increase in WOM for their brands
- 28% saw overall brand awareness increase
- 24% reported an increase in customer loyalty
- 25% had more than 1000 members
- 50% said the biggest obstacle to success is “getting people engaged”
Many in the blogosphere jumped on the story and cited the data as the death knell for online communities (including the Wall Street Journal). It’s far too early to tell whether or not this is true, but our members are going to talk about it, debate it, share their own experiences, and see what can be learned in the next Blog Council Show and Tell.*
DETAILS
Blog Council Show and Tell: Measuring the Value of Online Communities
With: Ed Moran, Director of Product Innovation for Deloitte
Date: Wednesday, September 10, 2008
Time: 1pm ET/10am PT (1-hour call)
Dial-in: Members can find call info in the Member Center
* Show and Tell calls are fast phone calls where members confidentially discuss and solve real-world issues with their peers. Calls are held twice a month and private for members only. If you’d like to participate, please contact us about joining the Blog Council.
The Wall Street Journal Blog is covering Ed Moran’s study of more than 100 businesses with online communities. According to the study “Thirty-five percent of the online communities studied have less than 100 members; less than 25% have more than 1,000 members – despite the fact that close to 60% 6% of these businesses have spent over $1 Million.” Read the story on the WSJ blog.
Clorox: Using gaming strategies to grow community
Jim Sterne: Social media metrics
BlogWell: How big brands use social media