What about the professional services world (accounting, in particular). Couldn’t one of the Big Four or second-tier firms create a community aimed at helping controllers and CFOs get quality content that can help them make more informed decision? Don’t think that would have a halo effect for one of those firms?
Could they partner with an existing community? For example Intuit for small business. Or with a software company that provides enterprise services, like SAP? Starting from scratch many not make sense for them if their customers are already vested in an existing system.
Introducing them to further value via uncovering and curating might be enough in their case. Partnership may make sense. In my experience, firms in the service business (with some considerable IP investment, real or perceived) have a hard time sharing knowledge freely, even with customers.
They are also very focused on lead generation and any and all activities that could detract from that need a solid reason for time and resources investment that provide outcomes other than dollar signs.
Of course, the bigger reason may one day be one of the following:
* reputation issues
* a full blown crisis
* diminishing returns from lead gen activities
* a competitor is doing it
Opportunity can be found in cha

For many B2B companies — that is companies that sell products, services, or information to other businesses vs. consumers — building a sustainable community means providing access to content that is fine tuned to their needs. Which presupposes you know your customers.
You will also want to infuse the company values, associations, ideas, and perceptions you want to transmit customers as well as offers or rewards in your content.
First, figure out where you’re going
Purpose has a way of focusing activities and interactions, until they provide business impact. Declaring your objective, attaching goals to it, and making them measurable, will get you there. While people are definitely in the spot light of community, unless you know where you want to go with it, you will have a hard time going from building to engaged.
This step presupposes that you’ve identified who your customers and prospective customers are. Leer más “Creating a Content-Driven Community”
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