It is Tuesday, November 6, 2012 and I know the burning question on everyone’s minds today: How did the top US brands stack up in Year 4 of ComBlu’s State of Online Branded Communities study? Yes, folks, it is that time of year again when we uncover the top performing industries, brands and communities. I am happy to report that we have the best, the worst and everything in between.

Lumen Ratings

Here’s a little refresher on the study. We joined and evaluated over two hundred communities of 92 major brands across fifteen different industries. Our goal was to understand the full end-to-end member experience each offered. Using a scorecard that captured both qualitative and quantitative information, we looked at the member journey from registration, to activation, to sustained engagement and beyond. You can find a copy of last year’s report here.

I can’t tell you much yet, but here is a little hint of what we found:

  • The Beverage Industry is innovative and ‘refreshing’, while Auto still fails to fuel the natural passion of its audience.
  • Crowd sourced member campaigns are trending up, but feedback and ideation on products is down.
  • Community management increased in percentage points, but is still ‘meh’.
  • Few communities extend the experience to mobile devices, including surprisingly the Mobile Industry.
  • Many brands actually went from “Cohesive Strategy” down to “Experimentation”.
  • The community vs. Facebook debate continues.


Community vs facebook

The study and all of the results and findings will be available next Monday, and you’ll be able to access it right here on our Web site.

Over the next few weeks we will continue to break down what we learned and the implications it has on community and social engagement. Stay tuned for upcoming webinars as well!

Jennifer Voisard

Jennifer Voisard

Senior Consultant

Jenny is a digital content strategist, who leads customer-centric engagements that focus on understanding B2B buying behaviors and developing custom roadmaps.

Her expertise is creating buyer personas and mapping digital content journeys to assess the multi-channel user experience. She helps clients operationalize plans across workstreams and identifies processes to create efficiencies in marketing operations. Jenny also has extensive time under her belt developing and managing customer advocacy programs and community building.

She has helped a diverse group of organizations including Cisco, VMware, Verizon, Microsoft, Dell, BMO Harris, Capital One and many others become more customer-centric.