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For B2C Marketing Professionals

Customer Communities Are Buzzworthy Again: Answer Four Key Questions Before You Jump In

December 11, 2019

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Why Read This Report

Community-related marketing is back in vogue. Marketers want to connect more authentically and emotionally with empowered consumers. Digital-native brands like Peloton and Glossier make it seem easy to cultivate cult-like followings using social networks. But building and maintaining community still requires consumer readiness and resources. This report helps B2C marketers understand what has changed and decide whether to build or join their customer community.

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Table of Contents

  • Marketers Are Discovering Community (Again)
  • You're Overhyping Your @Brand Twitter Account As A "Community"
  • Answer Four Questions To Reveal Your Brand's Community Destiny
  • Recommendations

  • Successful Customer Communities Launch In Four Phases
  • Supplemental Material
  • Related Research Documents

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