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Zagat Survey & Ace Hardware: The Business Value of Online Communities

Zagat Survey & Ace Hardware: The Business Value of Online Communities. Chapter 3 Case 3. Business Value of Online Communities. Online communities must be used to “support” a real business objective.

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Zagat Survey & Ace Hardware: The Business Value of Online Communities

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  1. Zagat Survey & Ace Hardware: The Business Value of Online Communities Chapter 3 Case 3

  2. Business Value of Online Communities • Online communities must be used to “support” a real business objective. • Online communities are not business models themselves - the simply augment and support a company’s business objective.

  3. Online Community Strategy • Revenue opportunities can be gained when a company attaches its online community to an established and working business model. more flexible “make on demand” approach

  4. Goal of Online Communities • B2C - Use online communities to acquire and retain customers at a lower cost for a longer time. • B2B - Use online communities to exchange information with suppliers for tips and advice on the use of product.

  5. Overall Message • Online community is not an end in itself. • Online community must be attached to a working business model and give people a reason to participate. • Used properly, acquisition costs and customer retention rates will rise.

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