ANA Online Communites Technology Overview
ANA Online Communites Technology Overview
ANA Online Communites Technology Overview
COMMUNITIES
TECHNOLOGY OVERVIEW
ONLINE COMMUNITIES
Technology Overview
Table of Contents
1 Executive Summary 3
Executive Summary
ONLINE COMMUNITIES TECHNOLOGY OVERVIEW 4
Executive Summary
Online Communities and Social Networks have transformed the Marketing Activities include blogs, forums, Q&A, groups, contests, Gamification,
landscape in the last ten years. From pioneers such as Myspace to the SEO, and Social Media integrations.
behemoths of Facebook, LinkedIn, and Twitter, Online Communities
Increasingly, companies are using these communities for crowdsourcing
have become digital neighborhoods, hangouts, and intersections of
and ideation to drive innovation and new product development. Online
commerce.
Communities are also useful for identifying potential advocates who can
Marketers have found the global Social Networks to be both a benefit be further engaged using the Advocacy and Loyalty platforms.
and a challenge. The benefit is the ability to reach millions of prospective
In this overview, we examine company-owned Online Communities
customers with the click of a mouse. The challenge is being seen
rather than the large social networks such as Facebook, Twitter, and
and heard in a growing cacophony of marketing noise. Increasingly,
LinkedIn.
marketers are finding that the answer is to create private or company-
owned Online Communities set apart from the social mainstream and Our Online Communities Vendor Landscape provides a detailed look at
dedicated to the needs of their unique customers. the landscape, vendors, and solutions for Online Communities.
Company-owned Online Communities are websites that act as engagement The goal is to enable Modern Marketing organizations to make
engines. They enable companies to create social relationships with effective investment decisions about the private Online Community
customers and prospects, and foster peer-to-peer relationships that drive platforms and tools that best fit their broader Customer Engagement
engagement with the company, brand, product, or service. strategy.
For a review of those networks and the platforms that support them, SOCIAL MEDIA
MARKETING VIEW RESOURCE
please download our Social Media Marketing Solution Study. Solution Study
ONLINE COMMUNITIES
Technology Overview
Online Communities
Overview
ONLINE COMMUNITIES TECHNOLOGY OVERVIEW 6
50%
consideration. Equally, we know that most of the journey support process, half report a moderate or
takes place online. While offline Customer Engagement significant contribution to revenue.
still occurs, it plays a decreasing role in the buyer’s journey.
Learn what the customer support landscape looks like and how
effective crowd based, self-service support channels are working VIEW RESOURCE
with our State of Online Communities report.
GAMIFICATION ONLINE COMMUNITIES TECHNOLOGY OVERVIEW 8
ONLINE COMMUNITIES
Technology Overview
Online Communities
Vendor Landscape
ONLINE COMMUNITIES TECHNOLOGY OVERVIEW 9
ONLINE COMMUNITIES
Technology Overview
TECHNOLOGY OVERVIEW
ONLINE COMMUNITIES TECHNOLOGY OVERVIEW 12
Founded in 1910, the ANA provides leadership that advances marketing excel-
lence and shapes the future of the industry. The ANA’s membership includes
more than 1,000 companies with 15,000 brands that collectively spend or
support more than $400 billion in marketing and advertising annually. The
membership is comprised of more than 750 client-side marketers and 300
associate members, which include leading agencies, law firms, suppliers,
consultants, and vendors.
Further enriching the ecosystem is the work of the nonprofit ANA Educational
Foundation (AEF), which has the mission of enhancing the understanding of
advertising and marketing within the academic and marketing communities.
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