It Takes a Community to Raise a Brand, Not a Campaign
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In today's marketplace, it truly does take a community not a campaign to raise a brand. Inside, you will find the definition of, reasons for, types of, 18 steps to build and 51 examples of brand communities as pulled together by Sean Moffitt from Agent Wildfire. I hope you enjoy and benefit from our successes, mistakes and learning.
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It Takes a Community to Raise a Brand, Not a Campaign
- 1. It Takes a Community to Raise a Brand A Presentation By: Sean Moffitt President & Chief Evangelist Agent Wildfire Inc.
- 2. “ Individual commitment to a group effort – that is what makes a team work, a company work, a society work, a civilization work.” Vince Lombardi
- 3. “ Life has taught us that love does not consist in gazing at each other, but in looking outward together in the same direction” Antoine De Ste-Exupery
- 5. “ Creating a vibrant community is all about creating a critical mass of good minds and spurring them to spark off each other.” Barry Libert/John Spector WeAreSmarter.Org
- 7. What’s a Brand Community?
- 12. A Brand Community is: A group of people with a set of shared interests attached to a company/brand/product/idea, having the intention to improve its business operations for themselves and/or the brand’s benefit
- 13. Running - Nike Plus Finance- Wells Fargo Stagecoach Island Hospitality – My Starbucks Idea B-to-B - Intuit Quickbooks Community Automotive - Camp Jeep Travel – Starwood’s The Lobby Tech – Dell ideastorm eCommerce – eBay Powersellers Mobile – Virgin Insiders
- 17. Common Misnomers of Brand Communities: Members – not always top fans or best customers Origination – not always created/owned by companies Organization – not always open-source, open invite Goal Orientation – rarely exclusively company-motivated or member-motivated Place – not always structured online
- 18. Why Build a Brand Community?
- 24. Brand Communities Can Tap Four Valuable & Untapped Market Forces Peer Content Peer Engagement/ Fanship Peer Collaboration Peer Advocacy
- 25. Why You Should Play “ Host” not “Master” To Your Customers?
- 26. “ The Customer is in The Driver’s Seat”
- 27. “ Customers are Reinventing Industries…”
- 29. “ Customers trust, rely and act on advice from people they know” 90% of people trust their spouse, 82% their friends and 69% their work colleagues but … only 27% trust manufacturers/ retailers, 14% advertisers and 8% celebrities” (Henley Centre)
- 30. The Internet Keeps Customers In Touch With The People We Know
- 31. “ Word of mouth drives choice” – 70% of word of mouth conversations have an impact on brand purchase (37% buy it/try it, 24% consider it, 9% avoid purchase based on WOM ) (Keller Fay) Key Fact:
- 34. “ Some customers really want to connect with brands” -A word of mouth Influencer will average 184 brand word of mouth conversations every week (Keller Fay)
- 35. A New Brand Paradigm “ Something you Buy” “ Something you Trust” “ Something you Want” “ Something you Prefer” “ Something you Love” “ Something you Participate In”
- 39. The Mission – Realigning The Roles of Your Customers Turning Users, Customers and Consumers Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters Into Community Members, Advocates, Ambassadors and Evangelists Thinktank/ Sounding Board Scout/ Mystery Shopper Advisory Council/ Cause Torchbearer Seeded Adopter/ Beta Tester Customer User Consumer Collaborator/ Producer Evangelist/ Ambassador/ Advocate Community Member/ VIP Insider Person
- 41. Types of Brand Communities
- 44. WD-40 - Fan Club Exclusivity - Low Depth of Involvement - Low http://fanclub.wd40.com/login.cfm
- 45. Intuit Quickbooks - Brand Forum Exclusivity - Low Depth of Involvement - Mid http://quickbooksgroup.com/
- 46. Jones Soda - Brand Network Exclusivity - Low Depth of Involvement - High http://www.jonessoda.com/files/community.php
- 47. Nike Plus - Brand Nation Exclusivity - Mid Depth of Involvement - Low http://nikeplus.nike.com/nikeplus/
- 48. Maker’s Mark - Ambassador Program Exclusivity - Mid Depth of Involvement - Mid http://www.ambassador.makersmark.com/LogIn.aspx?url=/Default.aspx
- 49. Firefox’s “ Spread Firefox” - Brand Meritocracy Exclusivity - Mid Depth of Involvement - High http://www.spreadfirefox.com/
- 50. lululemon Ambassadors - Influencer Clique Exclusivity - High Depth of Involvement - Low http://www.lululemon.com/community/
- 51. Dell Ideastorm Advisory Panel Exclusivity - High Depth of Involvement - Mid http://www.dellideastorm.com/
- 52. Harley-Davidson Harley Owner’s Groups (HOGs) - Brand Cult Exclusivity - High Depth of Involvement - High http://www.harley-davidson.com
- 53. How To Plan a Brand Community
- 59. 3. Set The Tone
- 60. 4. Build The Plan – FLIRT Crowdsourcing Model Source: Sami Viitim ä ki, Flirt Crowdsourcing Model
- 65. Focus – Scale/Nature of Collaboration Collaboration Exclusivity Brand Benefit Fan Club Low Low Brand Affinity Brand Forums Mid Low Brand Use Brand Nation Low Mid Brand Values Brand Network High Low Brand Participation Ambassador club Mid Mid Brand Advocacy Influencer Group Low High Brand Influence Brand Meritocracy High Mid Brand Solutions Advisory Panel Mid High Brand Innovation Brand Cult High High Brand Evangelism
- 67. Who are the Natural Forming Groups
- 69. Interplay Among Audiences
- 80. Amazon - Designed for Socialness
- 83. Evaluating a Great Digital Brand Experience Source: Logic+Emotion
- 84. How To Build a Brand Community
- 91. Seeding The Influencer Curve “ The Ones Who Create Ideas” “ The Ones Who Spot & Scout New Stuff” “ The Ones Who Sell and Lead Opinions” “ The Ones Who Provide Credibility” “ The Ones Who Attract Attention” “ The Ones Who Connect & Spread the Word”
- 92. Recruiting A Potential Word of Mouth Army The Law of The Few: “The answer is that the success of any kind of social epidemic is heavily dependent on the involvement of people with a particular and rare set of social gifts.” Malcolm Gladwell, the Tipping Point
- 97. How To Maintain a Brand Community
- 98. How to Avoid This…
- 128. Sub-segment Your Community Identify strategies and resources to harness each segment High self-centrality of consumption Strong social ties to community Low self centrality of consumption Weak social ties to community Devotee Tourist Insider Mingler
- 130. 51 Brand Communities
- 131. 1. Nike Plus
- 135. Standard Corporate Blogging, nowadays a no-brainer.
- 136. New Trends, video segments and user-generated video (If BYO don’t forget to make it linkable, embedable)
- 138. It turns out, the kids are crazy for Linux. (but consider, how representative is the audience?)
- 139. 3. Brewtopia
- 140. 4. Method “People Against Dirty”
- 142. 5. eBay Powersellers
- 143. 6. Amazon
- 144. 7. BMW Mini Owner’s Lounge
- 145. 8. Lego Ambassadors Programs
- 147. 9. Threadless
- 148. 10. BBC
- 149. 11. Innocentive – P&G
- 150. 12. CrowdSpirit
- 151. 13. Fast Company
- 152. 14. A Swarm of Angels
- 153. 15. Red Bull
- 154. 17. Ben & Jerry’s
- 155. 18. WD-40 Fan Club
- 156. 19. Virgin Insiders (Sugar Mama)
- 157. 20. American Express- Member’s Project
- 158. Chris Matthews, Specialized’s Marketing Guru 21. Specialized Rider’s Club
- 160. 22. MyCoke.com
- 161. 23. Maker’s Mark Ambassador Embassy
- 162. 24. Electrolux Design Lab
- 163. 25. Mastercard – Priceless.com
- 165. 26. Domino’s - BFD Builder
- 166. 27. Starbucks - My Starbucks Idea
- 167. 28. Oracle OpenWorld
- 168. 29. My Football Club
- 169. 30. Lomographic Society International
- 170. 31. Mozilla Firefox
- 171. 32. Toyota Hybrid
- 172. 33. VanCity – Change Eveyrthing
- 173. 33. Chapters/Indigo
- 174. 34. NetFlix
- 176. 35. Obama’08
- 177. 36. Ron Paul
- 179. 37. Zopa
- 180. 38. Cambrian House
- 181. 39. Big Rock Brewery - Friends of Big Rock
- 182. 40. Jones Soda
- 184. 41. Fiskars
- 186. 41. Ducati
- 187. 42. Jeep Community
- 188. 43. Innocent Drinks
- 189. 44. Marketocracy
- 190. 45. Current TV
- 191. 46. Starwood’s The Lobby
- 192. 46.Intuit Quickbooks
- 193. 47. Lululemon
- 194. 48. Stormhoek Wines
- 195. 49. Effem Foods – M&Ms mBassador program
- 196. 50. Freshbooks
- 197. 51. The Ikea Fans Club
- 199. Inquire: smoffitt (at) agentwildfire.com URL: www.AgentWildfire.com Blog: http://BuzzCanuck.typepad.com/ Explore: The Buzz Report Newsletter Signup at www.AgentWildfire.com Take a sip from the grassroots, don’t keep gulping from the mainstream…