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To kick off my Society for New Communications Research fellowship, I’ll be doing a series of posts on the research being done by SNCR fellows.
First up is a 2008 study led by SNCR fellow Francois Gossieaux: The Tribalization of Business Study. The study, jointly conducted by Beeline Labs, Deloitte and the Society of New Communications Research, seeks to learn from the early experiences of more than 140 organizations on how they’re managing communities, measuring success, and deriving business benefits.
Here is a summary of the key takeaways from the study –
Here is a summary of the quantitative results from the study –
In summary, branded communities can deliver significant business results, including enhanced engagement and revenues, but there are many challenges in building and scaling successful communities. Here’s an interview in which Francois Gossieaux talks about the study with Shel Israel.
As you’ll see in this great PICNIC ’08 video of a conversation between Clay Shirky and Charles Leadbeater, these challenges revolve around striking the right balance between authority and responsibility, freedom and control, and monetary and non-monetary incentives —
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