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Our bookmarks on this topic are also at pinboard.in/u:unison/t:tribes/
From FastCompany: Why should you cooperate with your customers? Survival is a pretty good motivator.
From Susan Abbott: I came across a wonderful paper recently by Dr. Linda Childers Hon at U of Florida and Dr. James E. Grunig at U. of Maryland: Guidelines for Measuring Relationships in Public Relations. Sounds pedestrian, but isn't.
From Louis Marino at FastCompany: What do Lady Gaga and direct-to-consumer marketing have in common? The answer is a lot. Building communities all starts with finding a common thread that brings people together. Experiences help define or typify what a community is all about. A community can be extremely close knit, yet very different when looked at on an individual level. But the commonality is that every community has a soul, and to tap into its soul in a meaningful way unlocks all its secrets.
From ChangeThis: “As a business it’s tempting to think of a ‘tribe’ as a ‘customer base.’ That’s wrong. People aren’t part of a tribe simply because they buy a product or service. What qualifies them as a tribe are their connections. Tribes of customers are connected to an idea, each other, products, services, employees, etc. — creating a network of connections to the business as a whole.”