(Hint: it is the same as what we like about our real world).
Below is their SlideShare. Below that is a summary of the report.
Now go and make nice!
THE MAJOR TAKEAWAYS
#1: Communities are about Delivering Game-Changing Results
- Communities can increase revenue per customer dramatically, i.e., 50%
- Communities will increase product introduction success ratios
- Communities amplify everything you do- increasing effectiveness and decreasing costs
#2: The Rise of the CMO 2.0?
- Communities should be an important part of the CMO’s toolset (but for many large companies - there is an under-investment and scale problem)
- Companies should evolve the role of the CMO into Chief Community Officer (but that will require drastic changes in attitude and approach to marketing)
- If done properly, communities will transform the way marketing works (reduced costs, improved effectiveness, new opportunities)
#3: The Need for New Management Thinking
- Mismatch between community goals and associated investments
- Major gaps between Community Goals and what is being measured
- Communities have yet to combine with major talent initiatives
- Communities will transform most business processes
#3.5: The Worst Practices Enjoy Wide Adoption
- The “build it and they will come” fallacy
- The “let’s keep it small so it doesn’t move the needle” phenomenon
- The “not invented here” syndrome
COMMENTARY + CONTEXT
We have been writing extensively about the study and communities in general over the past few months as we’ve conducted interviews and gathered data. A sampling of recent articles:
- The importance of scale to make in communities
- Understanding the power of communities - even when you do not have a critical mass of users
- The Importance of Affiliating with Others in Corporate Community Efforts
- Are customer communities changing the marketing department?
- Observations from the Community 2.0 Conference
- Communities are still so young - many people still confused
- Why wrong measurements can be bad for your community’s health
- The long tail effects of business communities