SXSW 2012 - Customer Communities: Connecting to the Future

Customer Communities: Connecting to the Future
Event	Interactive 2012
Format	Panel
Organizer	Roanne Neuwirth – Farland Group
Speakers	Roanne Neuwirth – Farland Group Rachel Happe – The Community Roundtable Daniel Brostek – Aetna Matt Johnston – uTest
Description	Companies of all types are beginning to embrace community as a critical channel to integrate the voice of their customer into the business and deepen relationships, co-create new ideas for product or service development and evolution, and collaborate on strategies for business growth. While business communities are still an evolving concept, those that successfully secure deep customer relationships have great potential to disrupt how companies go to market. So what is next for communities in business? Will they become a necessary component for customer centric competitive advantage? Will they be a commodity? What best practices will emerge as this value-based collaborative approach to the market becomes prevalent? How will communities be used and what does that mean for marketers looking to the future of marketing innovation? We will look at the future of closed versus open communities; insular versus distributed communities; at the evolution of co-creation and crowd-sourcing, and how you can prepare for the evolution.
Questions Answered	How are you defining the future of your community? How can we continue to drive business value to elevate the importance of communities? How are communities driving the future of marketing? What are strategies for elevating community as the prescriptive and measurable application of social? What best practices will emerge as communities continue to move mainstream?
Level	Intermediate
Category	Social Media / Social Networks
Tags	communities, Engagement drivers, future customers

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Customer Communities: Connecting to the Future