Every Friday I post links to a few of the blog posts that I read during the week that I found interesting and insightful.
Included in this week’s round-up is a discussion about high value community management; how to use online communities to keep B2B customers satisfied; best practice for selecting moderators for an established online community; and why CMO’s are at a crossroads on customer transactions and engagement.
There are a lot of high-value community management tasks that are incredibly valuable to a community. The key is they’re all proactive and focus upon development, not maintenance. They treat the community as an asset that needs more attention and nurturing, and not a problem to be managed.
Seminars, publications, market research, and customer care centers are some of the most important tools in every business-to-business firm’s toolbox for understanding, attracting, serving and keeping customers loyal. But in a world of fierce global price competition, increasing transparency of business practices, and ever-rising complexity, these customer interaction channels are no longer enough for many B2B companies.
When I invite people to my staff, it is because they are exemplary individuals, who have contributed within the guidelines of our community. They are a great example for other members to follow and they are kind and helpful. It’s invite only and you don’t apply. And once they are on the team, they are held to a high standard and I make sure that attention is paid to detail.
Engagement is not just about communication. It’s about creating experiences that mean something, something that’s positive and worth sharing. And, that’s what’s possible today. In fact, if we look beyond transactions and measure results as they define and drive experiences, we can expand our toolbox to include what I refer to as the A.R.T. of disruptive media. How can we best use our customers networks or services of relevance to inspire or spark actions, reactions and transactions. How can we shape experiences and outcomes?
Think there’s something missing from this list? Leave a link in a comment, or tweet me @BenLaMothe!