Online Communities Whitepaper

New whitepaper on the Optaros site today (free registration required):

Online Communities: What Should a Retailer Do?

Abstract:

Most retailers have found success in providing online product ratings and reviews, and many have dabbled in engaging directly with participants in social networks. Many retailers are seeking to do more in the area of community, but the lack of clarity in both ROI and specific implementation ideas are causing many to pause and look for guidance.

This paper describes two specific community concepts that leading retailers are beginning to successfully deploy with positive economic outcomes—private event retailing and fan networks.