Communispace Case Study
John Restrepo
MKT 430
Case #2-Kaufman
Communispace
1. Since their inception, Communispace had the historic mission of providing in-depth, objective consumer insights through their prized communities. Nowadays, Communispace is the market leader in creating and managing private, brand-focused online communities that enable community members to engage with one another and with the client company. This has led to Communispace as a company build and manage over 350 insight communities with over 100 clients as well as driving revenues from $5 million in 2004 to $36 million in 2009 while its employee count crew to roughly 200 people across 6 offices in the USA, Europe, and Australia.
Infrastructure/Design
Communispace has incorporated a subscription-based model in which the clients would initially commit to a 12 month contract.
Approach was thought of by CEO Diane Hessan who stated “Communities are not one time projects the way surveys or focus groups are. We don’t build them and take them down a couple of months later. Communities provide a continuous flow on information and not a snapshot in time.
85% of Communispace’s clients focused on marketing to end consumers, with the rest focused on B2B markets.
Number of members in a community range typically from 300 to 500. This specific range is posed to create an “intimate environment” which increases trust among members, produces honest opinions, and in the end really gets results.
Dependents
A Communispace community is dependent on the successful interaction of its
Corporate Client
Community members that were recruiters
Communispace team members who build, facilitated, and managed that community.
Differentiating From Competition While Creating Value
Communispace prides itself on listening to and engaging members of these online communities in order to get them to open up about their lives and share their thoughts on products of interest to their clients
Typical Communispace client is a fortune 1000 company that
MKT 430
Case #2-Kaufman
Communispace
1. Since their inception, Communispace had the historic mission of providing in-depth, objective consumer insights through their prized communities. Nowadays, Communispace is the market leader in creating and managing private, brand-focused online communities that enable community members to engage with one another and with the client company. This has led to Communispace as a company build and manage over 350 insight communities with over 100 clients as well as driving revenues from $5 million in 2004 to $36 million in 2009 while its employee count crew to roughly 200 people across 6 offices in the USA, Europe, and Australia.
Infrastructure/Design
Communispace has incorporated a subscription-based model in which the clients would initially commit to a 12 month contract.
Approach was thought of by CEO Diane Hessan who stated “Communities are not one time projects the way surveys or focus groups are. We don’t build them and take them down a couple of months later. Communities provide a continuous flow on information and not a snapshot in time.
85% of Communispace’s clients focused on marketing to end consumers, with the rest focused on B2B markets.
Number of members in a community range typically from 300 to 500. This specific range is posed to create an “intimate environment” which increases trust among members, produces honest opinions, and in the end really gets results.
Dependents
A Communispace community is dependent on the successful interaction of its
Corporate Client
Community members that were recruiters
Communispace team members who build, facilitated, and managed that community.
Differentiating From Competition While Creating Value
Communispace prides itself on listening to and engaging members of these online communities in order to get them to open up about their lives and share their thoughts on products of interest to their clients
Typical Communispace client is a fortune 1000 company that