To Build or Not to Build

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To Build or Not to Build: Identifying the Value of Social Communities The many shapes of customer collaboration Source: www.thinkpassenger.com

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To Build or Not to Build

  1. 1. The many shapes of customer collaboration Source: www.thinkpassenger.com
  2. 2. Starwood Preferred Guest Advisory Community Members
  3. 3. SPG Community Discussion Survey Brainstorm Chat Image Gallery
  4. 9. Business Drivers (Source: Forrester) Traditional Corporate Function Groundswell (Social Media) Objective Research Listening Marketing Speaking Sales Energizing Support Supporting Development Embracing
  5. 10. <ul><li>Private vs Public </li></ul><ul><li>Open vs Closed </li></ul>
  6. 11. <ul><li>Purpose/Size/Maturity </li></ul>
  7. 12. <ul><li>How to do it? (Lessons learned) </li></ul>
  8. 13. Private Online Community Dynamics <ul><li>Results: </li></ul><ul><ul><ul><li>Deeper insight into consumer needs and preferences </li></ul></ul></ul><ul><ul><ul><li>Faster, more efficient product development </li></ul></ul></ul><ul><ul><ul><li>Improved product, operations and marketing effectiveness </li></ul></ul></ul><ul><ul><ul><li>Business growth, consumer loyalty and retention </li></ul></ul></ul>

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