Making enterprise social networking communities work.

I met with Francois Gossieaux and the folks from Beeline Labs earlier this week. They're a marketing innovations team with great individual pedigrees and plenty of experience in building online communities. Francois was one time Chief Marketing officer of eRoom, a successful collaboration software company that pioneered some of the techniques now referred to as viral marketing and the rest of the team is similarly impressive. You can read some of their recent work, "2008 TheTribalization of Business" a study they've been conducting alongside Deloitte. I recommend it.

Francois used one phrase in particular that struck home with me, ".. you don't have to change the way you work to roll out communities, but rolling out communities will definitely change the way you work.." Granted, a generalization, but not too overstated. As long as you do it right.

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BY: francois gossieaux (5/10/2021 12:10 PM)
COMMENT: Hi John - we too enjoyed meeting with you and your team. Doing the research for this study has been very interesting - in some cases confirming older theories while in some cases uncovering unexpected new insights. The study also leads to some big questions - like how will communities transform marketing and the role of the CMO?

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