Tag Archives

Listening

What’s Your Happiness ROI? Brands taking risks to deliver good

Amanda F.
6.28.2011
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Maybe it’s all this Boston summertime Vitamin D going to my head, but I’ve been thinking a lot recently about happiness. And as a shopper and a marketer, I can’t help but notice some brands that are doing things right and making me smile.MORE…

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Social Media Market Research: More than just “listening”

6.8.2011
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Chris O.

When Communispace first started building private online communities, using social media for market research was far from an inevitability. The connections that social tools have demonstrated the power to forge—bridging a digital chasm to link people from all corners of the globe and all mindsets—and the power they give people to create and share, have since become instrumental in businesses’ understanding of their customers … and their prospective customers.MORE…

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Project Neighborhood Credit: How can Zipcar (and other brands) apply the lessons of a co-op cooking experiment?

Chadd H.
5.26.2011
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With over 500,000 members, Zipcar—America’s largest car-sharing conglomerate—is still in the hunt to become profitable. The answer? More customers. According to CEO Scott Griffith, a larger customer pool allows for operating costs to be “distributed more broadly,” as membership and rental fees would offset lower additional per-vehicle gas, insurance and maintenance costs. However, while this solution may bring increased profits to Zipcar, it neglects Zipcar’s greatest asset— its customers. MORE…

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Public vs. Private Social Networks: Understanding Participation and Engagement

5.20.2011
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Mike J.

Community openness and size play vital roles in the level of engagement and participation observed in branded social networks. New research by Communispace reveals the dynamics of participation and how to drive the most value out of online communities.

So, how are your “fans” treatin’ ya? Facebook claims to have over 500 million “active” users. No wonder so many brands have created Fan Pages to try to engage them. MORE…

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Craigslist: Quite the Crummy Community

Richard W.
5.17.2011
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In light of a recent move, I’ve been trying to offload elements of my post-college bachelor pad to the throngs of Internet buyers awaiting my posts on to one of the Web’s biggest communities, Craigslist. The task, I thought, was simple: sell some of my old, but well treated furniture on Craigslist to ease the burden of my new furniture bill. Over three months, I discovered that this was a bad idea. Let’s backtrack as I share with you the four types of experiences (and my typical responses) I participated in countless times over the period:MORE…

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13-to-1: Talking to Listening

5.11.2011
2 Comments
Bill A.

With a little back-of-the-envelope math, companies spend somewhere in the neighborhood of 13x more on advertising than they do on market research. If we broadly defined market research as “listening” and advertising as “talking” we could say companies spend 13x more talking than they do listening. MORE…

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The 64% Rule: What Real Customer Engagement Looks Like

Julie W.S.
4.26.2011
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When a company’s goal is insight and co-creation with customers, active participation is a crucial measure of not only the quality, but the cost-effectiveness, of its investment in social media.

That’s why in 2007, Communispace analyzed participation data from 66 of our private, recruited online communities. In the course of that research, we found that our average monthly participation and contribution rates were significantly higher, and our average monthly “lurker” rate significantly lower …MORE…

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How to Engage with Hispanic Consumers – Abridged (Tweets from “Me Entiendes?”)

4.20.2011
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Chris O.

Hispanics are quickly becoming the fastest growing consumer group in the U.S., challenging marketers and demographers to take a fresh look at how to best connect with this audience. Today Communispace presented a webinar revealing new research on how marketers and brands can engage Hispanic consumers.MORE…

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