To Build or Not to Build: Identifying the Value of Social Communities The many shapes of customer collaboration Source: www.thinkpassenger.com

1. The many shapes of customer collaboration Source: www.thinkpassenger.com

2. Starwood Preferred Guest Advisory Community Members

3. SPG Community Discussion Survey Brainstorm Chat Image Gallery

9. Business Drivers (Source: Forrester) Traditional Corporate Function Groundswell (Social Media) Objective Research Listening Marketing Speaking Sales Energizing Support Supporting Development Embracing