HotHouse podcast: Brands giving back to their customers
Simon van Wyk talks to information architecture, strategy and social media expert Stephen Collins about online brand communities and how community strategies need to transcend marketing and become integrated with overall business strategies.
“It’s not a technology thing – less than 10% of this is about the technology,” Stephen says. “What’s much more important is the grass roots effort to turn communities that already exist informally into cohesive brand communities.”
Listen to the podcast below.
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