Case Summary Communispace

1. Brief Case SummaryCommunispace provides brand-focused online communities that enabled communitymembers to engage with client¶s company. It is kind of a market research but it provides tolisten and gather insights of customers. They are creating online communities consisting of 300-400 people according to needs of clients. Then, Communispaceteam facilitatesdiscussions, makes surveys, and creates forums which people can freely share their ideas andinsights. After collecting data, team prepares different kinds of reports to the client and consults on implementing recommendations from community insights.2. Decision Dilemma for the Leader The client, Simmons, wants to promote their new product through Communispace usingword-of-mouth. However, this is not consistent with company¶s mission which is gatheringcustomers¶ insight via created communities. Diane Hessan, the CEO of Communispace,thinks that Simmons could be a major client since it is one of the biggest CPG companies inUS but also it will alter their mission.3. Contradictions

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As it is mentioned that they have purpose-driven communities rather than profile-drivenbut some of the members attend to community in order to interact with new people. Theywill complete surveys or other actions but still have the purpose of communicating withothers and getting the incentives which are gift cards. Contributing is not at the top of their list.

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They mentioned that members are there to help to sponsor the brand and this differentiatesCommunispace from Facebook but the members of Facebook also contributes tocompanies by sharing their comments and feedbacks in companies¶ fan sites.Left out InformationIf their mission was stated clearly that they are only gathering insights from consumers, whydid Amy Williams choose them despite she visited their website? There are millions of companies, which have WOM campaign services, out there but we do not know why shespecifically chose Communispace. 

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