$12 billion invested in communities Recent research suggests that in 2019 some USD12 billion will be invested in online communities worldwide. Further, some 33% of businesses with communities report that they have doubled in size in the last 12 months All of the more successful communities have three things in common: A shared vision Shared […]

$12 billion invested in communities Recent research suggests that in 2019 some USD12 billion will be invested in online communities worldwide. Further, some 33% of businesses with communities report that they have doubled in size in the last 12 monthsAll of the more successful communities have three things in common: A shared vision Shared values Shared interests Consumers are attracted to a community that has a vision they can relate to and engage with. A community is most attractive to consumers when it aspires to bring likeminded people together. The vision of changing the world brings Apple community members together.Consumers are attracted to communities and brands they believe share their values and outlook on life. Members of Collingwood Football Club which now constitutes much more than an AFL club, provide a great example. The working-class values of Collingwood attract and inspire members.Members of a community need a reason to be…