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Communications On-Line Must Be Clear To Build Relationships

I've been swapping around experiences with Lee LeFever, an Online Communications Planning Consultant. The following are great resources for using your website to develop business relationships.

• How I Would Implement Weblogs in Business-- Provides a specific overview on how to implement weblogs inside an organization to facilitate useful information and dialog between readers (inside or outside the company.)
• Customer Communities: Negative Feedback can be Your Friend-- Addresses specific objection in regards to hosting customer communities, also outlines the hidden asset of such resources.
• Five Elements that Contribute to Online Community Success-- Lefever covers the points necessary to bringing together a community of individual to share information. Focuses on usable strategies for businesses.

LeFever's coverage of community communications are valuable to bring customers together around your product. When you develop a culture around your product you support the emotional desires of buyers (help them feel like they belong more than owning a product.)

I consider an executive a community manager, at times you need to go before employees or customers to rally up the team to meet specific objectives. By thinking about your organization as a collaborative community of independent employees, customers, and strategic partners you'll see new opportunities to increase profits. For example:

• Employee culture contributes to quality and pride in service. Microsoft employees follow a cult-like mentality toward common objectives. The Disney corporation instills price in service to every employee regardless of level.
• Over 82% of final purchase decisions are made on emotional basis, when customers feel a part of a "user culture" they are more likely to repeat purchases. Look at the culture of Apple Computer, IBM, or the loyalty to big 4 consulting.
• Your leadership role is determined by peoples willingness to follow you. If employees and strategic partners don't feel a part of something bigger, they won't be compelled to stay through the hard times. Commitment is earned, but easily lost if you don't connect with those receiving it.

Web based communications serve as a useful medium to reach the largest audience possible in the most interactive way. If managed correctly, you can share the personal touch that translates into greater loyalty, higher profits, and lower costs.

Lee LeFever helps organizations discover, implement, and manage on-line communities and other social software resources. Visit Common Craft to learn more about what he can do for you.

/ b2b-websites | clearly-communicate /

By Justin Hitt at August 19, 2003 2:41 AM  Subscribe in a reader