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Copyright © 2009 eWayDirect • All Rights Reserved.• 888.655.0464 • info@eWayDirect.com• www.eWayDirect.com 
1
Leveraging Customer-Centric Communities
(Private Branded Social Networks)
for Customer LoyaltyAn eWayDirect White Paper January 2009
 
 
Copyright © 2009 eWayDirect • All Rights Reserved.• 888.655.0464 • info@eWayDirect.com• www.eWayDirect.com 
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Table of Contents
EXECUTIVE SUMMARY................................................................................................................................................................3
 
INTRODUCTION AND BACKGROUND.....................................................................................................................................4
 
THE CONCEPT: CUSTOMER-CENTRIC COMMUNITIES...................................................................................................5
 
THE STRATEGY: HOW IT WORKS............................................................................................................................................6
 
THE NUMBERS: PROOF IT WORKS..........................................................................................................................................7
 
CONCLUSIONS..................................................................................................................................................................................9
 
 
 
Copyright © 2009 eWayDirect • All Rights Reserved.• 888.655.0464 • info@eWayDirect.com• www.eWayDirect.com 
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Executive Summary
 
Standard popular social networking sites — MySpace, Facebook, et al. — have provendifficult for marketers to monetize for a number of different reasons. What marketers reallyneed is an opportunity to focus a private social network on a brand, product, or service,and allow the subsequent viral activity to flourish within that focused area.These private branded networks, which we call customer-centric communities, work for nearly every emarketer wishing to leverage the power of social networking while stayingon-message and in their customers’ minds. Marketers create and use customer-centriccommunities to acquire customers, improve customer retention, provide a forum for customers to give feedback, and generate incremental revenue virally.
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