Marketing in a Hyper-Social World: The Tribalization of Business Study and Characteristics of Successful Online Communities
Deloitte Services LP
The authors, in conjunction with the Society for New Communications research, conducted “The Tribalization of Business Study” (“Tribalization”) in 2008 and 2009. Composed of a survey and telephone interviews, Tribalization examined three factors:
- How organizations are establishing (or sponsoring) online communities
- How the sponsoring companies measure success
- How these organizations use their interaction with the communities to improve marketing and other business processes.
The tribalization metaphor captures an element of successful online communities that...