E-Commerce News: Business: Big Brands Tap Into Private Online Communities - The Diigo Meta page

• 03 Aug 06
  

  Greg Heist

  brand marketing value webcommunity

  • 82 percent of community members said they were more likely to recommend the client company's products since joining the community. Seventy-six percent felt more positively about the company; and 52 percent reported that they were more inclined to purchase products from the company.
  • "Anytime an organization can create an engaging moment -- and what's more engaging than sharing opinions and feeling that your opinions matter to an organization -- they are creating value for the brand," Janelle Barlow, Ph.D., co-author of "Branded Customer Service," told the E-Commerce Times.
  • "I have been struck again and again by the importance of creating and supporting communities of customers," said Robbie Kellman Baxter, president of strategy consulting firm Peninsula Strategies. "This is so important, particularly for high-emotion products. This technique creates loyalty among those customers because the customers' peer groups are so tightly linked to the company's products."

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