A Global Community for a Universal Web

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Diane (Bisgeier) Tate

Presentation at 9/28/12 TEDxSanLuisObispo on community - specifically, the amazing global community of Mozilla.

Tecnología

A GLOBAL COMMUNITY
FOR A UNIVERSAL WEB

The Inspiring Story of Mozilla

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Online communities have moved to the top of the strategic marketing and customer care agenda at many organizations. A study conducted by Demand Metric “Online Communities: Driving Customer Engagement & Influencing Revenue” (September 2014) revealed that building an online community is a top priority. Two-thirds of companies surveyed have online communities and among those that don’t there is a trend to consider building one in the future. Additionally, among those who have online communities, the reported benefits include a better understanding of customer/ prospect needs, a more loyal customer base, better customer perception of the brand, and improved customer support quality. All of these strategic initiatives are powered by digital engagement using online communities. But despite the strategic focus, turning these “top priority” initiatives into functional and successful business activities is unfamiliar territory for many organizations. One major stumbling block? Turning the sometimes fuzzy and hard-to-grasp-and-explain benefits of an online community into a business case; a proposal which clearly demonstrates the value of the community to the organization’s bottom line. Marketing and customer care leaders are often the first to recognize the need for an online community, and may take the lead on creating one. But if the project begins by acquiring a software platform prior to developing a business case, the success of the online community is already in jeopardy. The time, effort and cost required to retrofit or replace a software platform which did not fulfill the organization’s real business needs -- or deliver the necessary bottom-line results -- has killed many an online community initiative. Building a business case for your online community is essential to its long-term success. This short but detailed report covers the crucial steps to building a persuasive business case -- the roadmap for building a successful online community. This report draws on Leader Network’s many years of online community strategy, best practice and implementation experience, and in-depth interviews with eight successful online community leaders with real-world examples to back up their suggestions and advice.

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