What do executives and teenagers have in common? While
this may seem like a trick question, the answer is the ability and
desire to use online communities to make decisions. Research has proven
that executives make strategic business decisions based upon peer
information, much like their teenage counterparts. However, there are relatively few opportunities for executives to connect with each other online, other than via email. They often need to wait for a conference or in-person event to learn who is doing what with whom in business. Conversely, throughout the web, teenagers have a myriad of forums where they are talking about themselves and their experiences. They are sharing information and collaborating with each other in powerful ways.
Armed
with their peers' perspectives, they are using new tools to make
decisions about what they buy, where they go, and what they do. In essence, they are changing the global economy through their online collaborative behaviors.
The potential for this opportunity exists for executives as well, as this constituent is also very driven by leveraging peer referral and experiences to shape future decisions. So, while teens are discussing which music to download or party to attend, executives need a means to discuss industry changes and trends, management issues, which product or service to buy for their company or how to best leverage their organization.
Accordingly, online communities are becoming the new strategic business mandate - especially in the business to business space. Effective customer relationships are the core to any successful B2B company and the strength of any organization is largely dependent upon the company's ability to deliver the right products and services to its customers in a timely way. Knowing what the customer wants and understanding their current and future needs is paramount to increasing revenue and exceeding customer expectations. Communities provide a prime opportunity for B2B companies to get to know their customers more intimately and keep the finger on the pulse of their needs and behaviors.