Vanessa Di Mauro, CEO of Leader Networks, emphasizes the importance of online communities in enhancing organizational relationships and driving revenue. Key benefits include increased customer intimacy, better self-service options, and improved customer satisfaction, supported by research findings. The document outlines strategies for building successful communities, such as defining a vision, involving users in co-creation, and aligning operations.

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Get A Little Closer: How Organizations Can Use
Communities to Improve Relationships
Digital Strategy Conference Ottawa
Tuesday September 30th 2014
3:45 to 4:30
Vanessa DiMauro
CEO, Leader Networks
http://www.leadernetworks.com
@vdimauro
vdimauro@leadernetworks.com
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• Vanessa DiMauro is the founder and CEO of Leader Networks, a research and
strategy consulting company that helps organizations succeed in social
business and B2B online community building.
• 20 years experience leading online communities.
• Many clients have won industry awards such as Forrester’s Groundswell, B2B
Marketing Award, and SNCR’s Excellence in Communications.
• Her work has been covered by leading publications such as the New York
Times, the Wall Street Journal and Forbes.
• Recently named a one of 40 top social marketing masters worldwide by Forbes.
• Former Executive-In-Residence at Babson College’s Olin School of
Management, holds both a B.A. and M.A. from Boston College and blogs at
http://www.leadernetworks.com/blog/.
Copyright © 2014 Leader Networks, LLC

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Leader Networks Clients
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Fact
Online community can fuel revenue; a
significant increase (of at least 18%) in
post-launch expenditure from community
customers can be attributed to their joining
the community.
Puneet Manchanda et. al. Social Dollars: The Economic Impact of Customer Participation in a Firm-sponsored
Online Customer Community, 2013
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Fact
60% of IT executives now view collaboration
software as a critical or high priority for conducting
business today.
July 2013 Forrester Research report: "Setting the Technology Foundation for Your Social Business and Collaboration Strategy."
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Fact
Communities generate a 67% lift in a brand’s Net
Promoter Score compared to those customers not
engaged with a brand socially.
Millward-Brown, Owning Your Brand's Social Community Drives More Shoppers and Sales, July 2014
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Four Business Drivers Fueling The Case For
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Community
Ability to scale and
achieve greater
efficiencies.
Increased self-service
opportunities
Greater customer
intimacy which leads to
increased customer
satisfaction
Increasing access to
customer ideas to
accelerate speed to
market and successful
adoption

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The Community-Building Process
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Create vision
Target & segment audience
Validate plan
Identify performance measurements
Benchmark competition & best of breed
Choose tools and features
Pilot launch
Align operations
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Strategic Success Factors
• Solve a business issue or enable a business process
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improvement – faster or better than in person
• Be easy and intuitive
• Involve users in co-creation
• Have a strong executive sponsor who is willing to lead by
example & skilled staff
• Generate clear revenue or returns
• Outcomes are measured and aligned with key business
processes
• Have a well crafted member engagement plan
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