Organizations take a page from social media to create communities
Implications - Though most brands have begun using social media in their marketing, some are taking their online presence a step further by implementing practices seen in forums and instant messaging boards by creating branded communities. This convergence of traditional customer service with Internet culture shows the importance of connected thinking.
Workshop Question - What does the "tribe" around your product look like and how can you create spaces for them to connect and grow?
Trend Themes
1. Branded Communities - Some brands are incorporating practices from forums and instant messaging boards to create branded communities, emphasizing the importance of connected thinking.
2. AI Chatbot Interfaces - AI chatbots that allow customers to interact with businesses in real-time via SMS in order to deliver smoother and quicker transactions, resulting in an opportunity for businesses to provide more transparent and effective customer service.
3. Foodie Networks - Social networking services that connect food enthusiasts with the restaurants they love, providing an opportunity for restaurants to be discovered and for food bloggers and enthusiasts to find the next best meal.
Industry Implications
1. E-commerce - E-commerce businesses can implement branded forum practices to create a loyal community that is engaged with the brand.
2. Financial Services - Financial services can implement AI chatbot interfaces to provide real-time customer support and streamline transactions with transparency, promoting customer satisfaction and loyalty.
3. Hospitality - Hospitality businesses can use foodie networks to promote their brand and attract customers who are interested in unique and diverse dining experiences.
