In marketing 3.0, consumers gather in communities, which become the main source of information when assessing brands and products. The trust has gone from vertical to horizontal, and consumers trust other consumers rather than companies.
Therefore, communities are the new marketing channels, and so brands should encourage and help consumers join these communities. Eventually, so long as brands deliver the promised value, communities are expected to support them by becoming a network of brand ambassadors.
Brands have to understand that communities are trust networks that exist to support its members, and therefore the strategy to gain the trust of the network members is to support the members by addressing their concerns and aspirations. This is something that has to start in the mission definition phase, and by identifying such concerns and aspirations, the destination model may create a value proposition that addresses them to engage the community members.
What kind of cultural barriers do you think need to be overcome by the destination executives to empower the communities to develop the aforementioned role?