Developing the Business Value of Social Media
Aberdeen Group Highlights Branded Online Customer Communities as Instrumental to Driving Customer Advocacy and Generating Customer Insights.
In this report, Aberdeen Group shares research about how branded customer communities can create a compelling bonding experience between customers and the brand, giving customers a seat at the strategy table and a sense of ownership in the ideas that the company implements. By listening to customers more carefully and responding to their needs, the community can also drive customer loyalty as well as help expand market share through word of mouth.
“The Book Clubs offer readers interesting literary discussion, daily interaction with bestselling writers, and a chance to hang out with others who have similar interests. The participants are good customers and powerful brand advocates. They're vested in the community, passionate about books, and they drive sales - online and in our stores - through their recommendations and discussion.”
-Kevin Ryan, Vice President of Social Media
Barnes & Noble
Report highlights include:
- Top pressures Best-in-Class companies face given the realities of today's media environment and changes in consumer behavior
- How Best-in-Class companies are using branded customer communities to increase customer loyalty, heighten product and brand awareness, and improve customer research and support
- How the world's largest electronics retailer, Best Buy, interacts with customers using a combination of traditional and social channels to decrease support costs and drive customer engagement
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Lithium powers many of the world’s largest and most successful online communities: