1 / 5

Zagat Survey & Ace Hardware: The Business Value of Online Communities

Zagat Survey & Ace Hardware: The Business Value of Online Communities. Chapter 3 Case 3. Business Value of Online Communities. Online communities must be used to “support” a real business objective.

cira
Download Presentation

Zagat Survey & Ace Hardware: The Business Value of Online Communities

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. Zagat Survey & Ace Hardware: The Business Value of Online Communities Chapter 3 Case 3

  2. Business Value of Online Communities • Online communities must be used to “support” a real business objective. • Online communities are not business models themselves - the simply augment and support a company’s business objective.

  3. Online Community Strategy • Revenue opportunities can be gained when a company attaches its online community to an established and working business model. more flexible “make on demand” approach

  4. Goal of Online Communities • B2C - Use online communities to acquire and retain customers at a lower cost for a longer time. • B2B - Use online communities to exchange information with suppliers for tips and advice on the use of product.

  5. Overall Message • Online community is not an end in itself. • Online community must be attached to a working business model and give people a reason to participate. • Used properly, acquisition costs and customer retention rates will rise.

More Related