emergencemarketing.com

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.

I’ll be attending the BRITE conference at Columbia this week and I’ll be leading a session with my partner Lois Kelly during the CMO day. The broad topic is: what do you do when traditional marketing is no longer working for you, when customers and prospect don’t want to hear from you, when they don’t care that much about you to give you meaningful feedback, and when all the cool new viral stuff only seems to work for others. If you have ideas or examples that might work well, please post a link in the comments.

We will also be blogging the conference - with 10 of us (David Berkowitz, Don Dodge, Paul Dunay, Tom Guarriello, Max Kalehoff, Lois Kelly, Valeria Maltoni, Amanda Mooney, and Christine Whittemore) participating and reporting on what promises to be very interesting discussions.

There are still a few seats left - so if interested please register. You can get a 10% discount by using the code briteblog08 during the registration process.

We hope to see you there or to receive suggestions for our session through the comments.