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BUSINESS STUDY
HOW TO ACHIEVE
TRANSFORMATIONAL CHANGE
THROUGH COMMUNITIES AND
SOCIAL NETWORKS
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A STUDY PRODUCED BY:
Deloitte (www.deloitte.com)
Beeline Labs (www.beelinelabs.com)
Society for New Communications Research (
www.sncr.org)
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OVERVIEW:
FIRST ACT:
UNDERSTANDING THE DYNAMICS AT WORK WITHIN
COMMUNITIES
SECOND ACT:
A QUICK OVERVIEW OF THE FINDINGS OF THE STUDY
THIRD ACT:
THE MAJOR TAKEAWAYS FROM THE STUDY
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FIRST ACT:
UNDERSTANDING THE DYNAMICS AT WORK WITHIN
COMMUNITIES
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WHAT’S THIS TRIBAL THING ALL ABOUT?
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THE MOTIVATIONS ALLOWING THIS TO WORK…
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UNDERSTANDING THE DRIVING FORCES OF
COMMUNITIES
THE MORE CONTENT YOU HAVE THE MORE MEMBERS YOU WILL
GET.
THE MORE MEMBERS YOU HAVE THE MORE CONTENT YOU WILL
GET.
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TOP USAGE SCENARIOS:
Customer service
Idea generation
Co-innovation
Amplifying Word of Mouth
New Product Development
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OP BUSINESS OBJECTIVES:
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WHO’S IN CHARGE?
Sales
Employee communications Product development
MARKETING IT
Public Relations R&D
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DISCONNECT:
Not in support of any goal…
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URING PROGRESS AND SUCCESS – QUALITATIVE
Sustainability engagement
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Could lead to premature
shutdown of community 16
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THIRD ACT:
THE MAJOR TAKEAWAYS FROM THE STUDY
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TAKEAWAY #1:
COMMUNITIES ARE ABOUT DELIVERING GAME-
CHANGING RESULTS
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TAKEAWAY #2:
THE RISE OF THE CMO 2.0?
TRANSFORM
IF DONE PROPERLY, COMMUNITIES WILL
THE WAY MARKETING WORKS
(REDUCED COSTS, IMPROVED EFFECTIVENESS, NEW OPPORTUNITIES)
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TAKEAWAY #3:
THE NEED FOR NEW MANAGEMENT THINKING
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QUESTIONS?
Contacts:
Ed Moran, Deloitte:
emoran@deloitte.com
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