Dual Networks: Businesses and Consumers

Advertising is only one type of communication between the consumer and the business. Before building a social network connecting these two worlds (namely, Facebook is using such a strategy now), we’ll try to understand the types of relationships between them.

Conventionally, communications can be divided into two groups B2C and C2B

B2C | From business to consumer

• Distribution of company news (PR).
  
• Sales promotion (Sales promotion): discounts, special offers, gift offers, free samples.
  
• Loyalty program (Loyalty programs): club cards.
  
• BTL marketing (Below the line marketing): promotions, exhibitions, viral marketing, sponsorship.
  
• Affiliate programs (Affiliate marketing).
  
• Direct marketing : includes B2B communications.
  
• Customer Relationship Management (CRM): collection, storage and analysis of customer relationship information. Also, warning and order monitoring systems.
  

C2B | From consumer to business

• Search by product (Price engine).
  
• Recommender system (Recommendation engine).
  
• Local search : search for cafes, hairdressers, clubs, doctors, shops. Also mobile local search.
  
• Questions and Answers (Question Answering): technical support services, pre-sale consultation.
  
• Feedback : wishlists, feature requests, reviews, ratings.
  
• Search for work and orders (Freelance).
  

The central component of communication: sales, orders, reservation, subscription.

Questions

1. Do you believe that within the framework of one project all these types of communication can be combined?
   
2. Is it possible to successfully implement tools that perform these functions into existing social networks?
   
3. Who is harder to engage in a B2C network: businesses or users? What market sectors would you start building such a network from?
   
4. What types of B2C / C2B communication are not listed on my list?