consider building a community This is the first of five thoughts regarding the importance of connecting and the power of community. Facilitating connection and leveraging community is arguably the ‘next big thing’ in marketing, an issue explored in some detail in Tuesday’s thought. Recent research in the United States found that 96% of businesses see […]

consider building a community This is the first of five thoughts regarding the importance of connecting and the power of community. Facilitating connection and leveraging community is arguably the ‘next big thing’ in marketing, an issue explored in some detail in Tuesday’s thought. Recent research in the United States found that 96% of businesses see value in consumer collaboration or working with customers to develop and refine the goods and services they offer and the way in which they are delivered. Another study found that 89% of Fortune 500 companies believe that ‘communities’ provide valuable insights that may be used to refine products and strategies. Yet another study found that businesses that had developed a strong community they could collaborate with and extract insights from were spending around 36% less on traditional surveys. Further, it was found that 85% of larger businesses see real value in a brand community, with…