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A couple of conversations this morning around commercial use and interest in social computing led to the following aha moment:
A key differentiator for businesses in the future will be their ability to attract high quality online networks of interesting and engaged users of their product or service and then delivering access to those networks to their new customers.
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Like Castrol's Motor Addicts perhaps?
Posted by: Jeremy Francis | March 16, 2007 at 12:12 PM
Thank you for saying this out loud! ERP software vendors (which is where I'm coming from) have by tradition been good at creating communities around their customers, most often in the form of "User Groups". Bringing these UG:s on to the Web is an important first step for ERP vendors to take in order to achieve what you are talking about here. It is, however, far from enough. I believe this goes for other industries as well, but the opportunity is larger in the ERP software space than in many other areas.
Posted by: Ludvig A. Norin | March 19, 2007 at 03:32 PM
Hi Euan
We have been working on an idea at Hoop Associates for a huge brand that has no product but a huge community of interest. The commercial value of giving access to that community is significant. Can you expand as we may be on the same track.
Posted by: sean | April 17, 2007 at 08:13 PM