商品簡介
There are lots of online platforms, including social networks, forums, chat rooms and online games, where consumers come together to discuss a shared interest. These communities, which can be of various sizes and be formed around a diverse range of interests, can be valuable for marketers for a number of reasons. First, communities with an interest that is related to a company's product can be targeted efficiently with brand messages, either through direct advertising or by targeting opinion leaders and relying on word-of-mouth. Second, online communities can be an important source of information that marketers can employ to obtain feedback on their product development and communication activities. Finally, online communities have already proven themselves as potential sources of innovation, whether this innovation is driven by the company or by consumers themselves. This book discusses how companies can develop relationships with the right online communities, start utilizing them as sources of information and innovation, and what they can do to manage and further engage with these communities.
