The study on tribalization of business which we (Beeline Labs, my new company), Deloitte and the Society of New Communications Research (where I am a senior fellow), produced this spring/early summer is out.
There were some real interesting takeaways from the study, many of which I have been writing about in more detail over the past few months. They include:
- The worst practices (i.e., build it and they will come, focus on technology first, etc.) for managing communities are well entrenched and will continue to cause many community efforts to fail.
- Business communities have the potential to transform the role of the CMO, but for that to truly happen it will take some new management thinking
- There is a significant mismatch between the goals that companies set for themselves and their size and the associated investments and measurements that they use to measure the success of those communities.
If you would like a briefing on the findings, please contact me (francois [at] beelinelabs.com or 617.899.1698) and I will arrange for you to get one.
On July 30th, you can also join us for a webinar debrief which will be hosted by Deloitte and for which you can register here.