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Posted on October 23, 2008
Leveraging Virtual Communities
BY JASON CORMIER
One of our readers just asked me what "virtual community" refers to regarding point 3 in my post about the top 5 things Chief Marketing Officers want.
Although virtual communities can be defined within a broad range of social media properties (like Facebook) - CMO's are saying, I wish to leverage them so I can better "understand my target audience."
This discussion can quickly get more involved than how a company might use Facebook, because now we are talking about the use of intentional business tools. One local company and customer of ours that provides the kind of tools I'm referring to is HiveLive.
With the goal of better understanding a target audience, one of the advantages of using a virtual (online) community platform comes in leveraging multiple audiences. The audiences I'm referring to specifically are employees, customers and partners.
If you can effectively create the space through which these audiences can participate - you are fostering a new means of sharing, exploring and learning. The results? Better communication, marketing, innovation and loyalty.
If you would like to dig into this deeper, Jeremiah Owyang did a comprehensive report on community platforms for Forrester only a couple of months ago.
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Posted on October 20, 2008
The Top 5 Things Chief Marketing Officers Want
BY JASON CORMIER
According to September's Sapient survey data, nearly half the chief marketing officers surveyed are moving their business to agencies with a greater understanding of the web ("digital space"). Anybody surprised? Of the more than 200 CMO's surveyed, the top 5 things these marketers are looking for in an agency are:
- Greater knowledge of what's online: More than 1/3 revealed they are not confident their current agency is well positioned to successfully take their brand online.
- Using "pull interactions:" 90% want their agencies to use pull interactions such as social media and communities rather than only traditional "push" campaigns.
- Leveraging of virtual communities: 94% expressed interest in leveraging virtual communities to understand more about their target audience.
- Agency executives using the technology: 92% said it was important the agencies use what they recommend.
- Agencies that have "Chief Digital Officers."
Additional noteworthy items desired (actually included as a broader top 10 list) pertain to what many of us would intuitively expect - like an agency's ability to demonstrate an understanding of social media, the ability to demonstrate strategic thinking and analytic measurement for success.
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