Become a Member of a Unique Community

According to the EIU, 78% of entrepreneurs say, that networking is vital to success

Any business, nascent or long-established, needs an audience, and the importance of an online community cannot be overstated in this area. Well-organized Internet resources (websites, corporate portals, forums, social media pages, etc.) contribute significantly to an enterprise’s marketability, the sustainability of its development and the popularity among consumers.

Every third Internet user is a member of a social media platform or an industry-related forum, so it should not come as a surprise, that many modern companies choose network marketing as their main tool for business development: introducing a smart marketing campaign, one can cover a large target audience and improve the enterprise’s overall performance. The greater the amount of networking activities an entrepreneur is engaged in, the more likely it is that they will overtake their competitors in profitability, revenue growth, innovation and talent pool.

Keeping a high profile

With more than 2.5 million engaged members, the SAP Community Network has been called “the most extensive use to date of social media by a corporation”

From the very start, a new enterprise already has a range of competitors offering similar products. As AR/VR and 3D technologies are extremely promising, the peer group is growing rapidly. But when customers see that a certain platform is widely praised and recommended, they join happily: thus, the more followers a platform has, the more popular it becomes. The most powerful members of any community are called influencers; they drive the discussion and opinions of their communities. A public figure talking about a brand naturally attracts more attention to it than an ordinary user: tweets from Stephen Fry and Simon Powell once led the website to crash due to high traffic and resulted in further tweets from Jamie Oliver and Derren Brown and mentions in national newspapers and popular magazines. That is the sort of coverage most brands can only dream of.

Testimonials from trusted sources in the same or related industries enhance the brand’s position. What about Cappasity? Well, you can ask Intel Software, and they will tell you: “The Cappasity Easy 3D Scan lets merchandisers scan their products so that they can upload a 3D image allowing consumers to get a better picture of items they cannot touch, and as a result, the online store’s sales increase, and the number of returns is reduced”. Cappasity founder, Kosta Popov, was recognized as one of the Top Innovators in 2016, developers who go above and beyond, promoting the technologies of the blossoming digital era.

Across the globe

Around 50% of the global population uses the Internet (3.7 bn) in 104 countries. China and India are leading the way, but even in developing countries the number of users reaches about 40% of the population, and in the least developed countries — 18%

Universal exposure is what online communities offer. Being able to reach people around the world facilitates business processes, especially marketing and sales. The project you develop may attract customers from everywhere: anyone can take a virtual trip to Egypt or watch a live show of a favorite band performing miles away. AR/VR technologies will bring people even closer together, either by giving access to a VR world, where one can communicate with friends from anywhere with a near total presence (see smiles, talk in real time, shake hands), or by bringing the wonders of the world to your room or office.

Feedback is never lost

My Starbucks Idea accepts suggestion from followers to develop Starbucks’ business. In the last six years, the initiative has led to the implementation of nearly 300 innovations — from digital tipping, peach green-tea lemonade, to the hugely popular free Wi-Fi

You can get insight from the audience and adjust your business to the customers’ needs. It will help to keep the pace with new trends and react to evolving needs. Moreover, insights from other people (preferably life-experience) advocate for the brand and attract attention. More and more companies are establishing online customers’ clubs, where they can share their experiences or receive support. Promotion in online communities is crucial for AR/VR/3D technologies, as they herald a rapidly changing world and must capture new tendencies and adjust to demand as fast as possible.

Social proof is a strong selling point. While recommendations are most valuable when they come naturally, it is easy to tell the difference between a genuine review and one prompted by a promotion or giveaway. When a new community is created around a business, or an existing community is convinced to take notice of it, they will do a lot of the hard work for the brand, giving it the initial investment that can be used later on advertising to grow outside of the community. But the most valuable thing one gets from a community is loyalty. When done right, the community creates a sense of belonging to something important and makes the members feel special. Their experience with the brand becomes more than mere products and features, but involves strong emotions and a long-term relationship.

Successful collaboration

When Procter and Gamble (P&G) could not figure out how to print on a PringlesTM potato chip, the organization presented this challenge to its online communities and found a bakery in Italy with a process to do this, leading the company’s productivity to increase by 60%

The benefit arises from gathering solutions from a large group of people, or finding someone who can solve a problem for you. Engaging loyal followers to help in project development or searching for customers via online communities inevitably increases overall business efficiency. Online communities provide unlimited opportunities to attract and train young talent, build partnerships, and find innovative solutions. Thanks to Cappasity’s partnership with Plug&Play, now its clients can “use Cappasity’s solution to produce 3D Views of products and integrate them into their online stores.”

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