It Takes a Community to Raise a Brand A Presentation By: Sean Moffitt President & Chief Evangelist Agent Wildfire Inc.

“ Individual commitment to a group effort – that is what makes a team work, a company work, a society work, a civilization work.” Vince Lombardi

“ 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

“ Leaders have seized on collaboration as a powerful new lever to cut costs, innovate faster, co-create with customers, and usher their organizations into the twenty-first century business environment.” Don Tapscott/Anthony Williams Wikinomics

“ Leaders have seized on collaboration as a powerful new lever to cut costs, innovate faster, co-create with customers, and usher their organizations into the twenty-first century business environment.”

Don Tapscott/Anthony Williams

Wikinomics

“ 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

Agenda What’s a Brand Community? Why Build One? Types of Brand Communities How to Plan It How To Build It How to Maintain It 51 Leading Examples

Agenda

What’s a Brand Community?

Why Build One?

Types of Brand Communities

How to Plan It

How To Build It

How to Maintain It

51 Leading Examples

What’s a Brand Community?

Brand Community – Also Called: Customer Community Brand Influencer Team Fan Club Crowdsourced Network Brand Wiki Members Ambassador Program Stakeholder/Developer Forum Advisory Panel Beta Testing Group

Brand Community – Also Called:

Customer Community

Brand Influencer Team

Fan Club

Crowdsourced Network

Brand Wiki Members

Ambassador Program

Stakeholder/Developer Forum

Advisory Panel

Beta Testing Group

What It is Not – Social Network - A Platform, typically media-driven and online, that Brings People Together i.e. YouTube, Facebook, flickr, Wikipedia Why It Doesn’t Qualify: People-centricity without a brand orientation A conduit, not usually the end brand game - A social and media platform, not a brand rallying point

Why It Doesn’t Qualify:

People-centricity without a brand orientation

A conduit, not usually the end brand game

- A social and media platform, not a brand rallying point

What It is Not – User Generated Promotion - A short term campaign/program that leverages content/insight provided by customers and participants Why It Doesn’t Qualify: Longevity short Reward and incentive –driven Usually one objective in mind

Why It Doesn’t Qualify:

Longevity short

Reward and incentive –driven

Usually one objective in mind

What It is Not – CRM/Direct Marketing - Customer-centric tactics designed to interact directly with consumers without intervening media and with a primary call to action Why It Doesn’t Qualify: Typically transactional Does not link customers/member contributions - Individualized but one-way, broadcast-driven

Why It Doesn’t Qualify:

Typically transactional

Does not link customers/member contributions

- Individualized but one-way, broadcast-driven

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

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

The Magic “Community Triangle”: Connects companies/brands with customers/ prospects/influencers/members Connects members with each other Connects members with non-members/prospective members

The Magic “Community Triangle”:

Connects companies/brands with customers/ prospects/influencers/members

Connects members with each other

Connects members with non-members/prospective members

Brand Community Pillars Participation in a group-based collaborative effort Individual membership in a community Common desires/goals/interests/passions/values Brand production and consumption activities Mutual trust and reward Socialness, dialogue and interaction Customization of experience Online platform w/ offline experiences

Participation in a group-based collaborative effort

Individual membership in a community

Common desires/goals/interests/passions/values

Brand production and consumption activities

Mutual trust and reward

Socialness, dialogue and interaction

Customization of experience

Online platform w/ offline experiences

Brand Community = Crowdsourcing Citizen Contributors People join primarily out of affinity/recreation Brand resonance Interests Chance for reward Expression/Venting Creativity Hobbies Secret desires Latent skills and talents

People join primarily out of affinity/recreation

Brand resonance

Interests

Chance for reward

Expression/Venting

Creativity

Hobbies

Secret desires

Latent skills and talents

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

Why Build a Brand Community?

Brand Communities - The End Game: Accelerated sales More traffic Save costs Drive marketing efficiencies Entrench brand loyalty Improve operations Support products Upsell services

Brand Communities - The End Game:

Accelerated sales

More traffic

Save costs

Drive marketing efficiencies

Entrench brand loyalty

Improve operations

Support products

Upsell services

Brand Communities – Direct Benefits: Better insight and quicker feedback Competitive intelligence/ market needs Prepare launches/market introductions PR defence and crisis management Runaway word of mouth/evangelism Reduce customer support costs

Brand Communities – Direct Benefits:

Better insight and quicker feedback

Competitive intelligence/ market needs

Prepare launches/market introductions

PR defence and crisis management

Runaway word of mouth/evangelism

Reduce customer support costs

Brand Communities – Indirect Benefits: Lead the industry agenda & conversation Organization-wide customer-centricity Galvanize employees/vendors Superior innovation/solutions Favourable grassroots perception New distribution/selling/customization channel

Brand Communities – Indirect Benefits:

Lead the industry agenda & conversation

Organization-wide customer-centricity

Galvanize employees/vendors

Superior innovation/solutions

Favourable grassroots perception

New distribution/selling/customization channel

What’s Changed? A Decade Ago Now The Web Information Gathering Relationship Building The Tools 1.0 Search/Broadcast 2.0 Collaboration/Dialogue Openness Suspicion of Brands Openness to Brands Scalability Limited by budget Viralness Limited by geography No borders Positioned products Mass customization Key Measure Brand Awareness Brand Word of Mouth Brand Satisfaction/Equity Brand Participation/Relevance

A Decade Ago Now

The Web Information Gathering Relationship Building

The Tools 1.0 Search/Broadcast 2.0 Collaboration/Dialogue

Openness Suspicion of Brands Openness to Brands

Scalability Limited by budget Viralness

Limited by geography No borders

Positioned products Mass customization

Key Measure Brand Awareness Brand Word of Mouth

Brand Satisfaction/Equity Brand Participation/Relevance

People/customers are asserting more control over brands People/customers are reinventing industries by their participation People/customers are demanding more from their brands People/customers are relying on “people they know” , the ‘net links them up The barriers to participate are down, connections are up A generation of consumers have embraced Web 2.0 Winning brands are moving into the participation marketplace Brand Communities help tap into four peer-generated market forces The Implications for Brands?

People/customers are asserting more control over brands

People/customers are reinventing industries by their participation

People/customers are demanding more from their brands

People/customers are relying on “people they know” , the ‘net links them up

The barriers to participate are down, connections are up

A generation of consumers have embraced Web 2.0

Winning brands are moving into the participation marketplace

Brand Communities help tap into four peer-generated market forces

Brand Communities Can Tap Four Valuable & Untapped Market Forces Peer Content Peer Engagement/ Fanship Peer Collaboration Peer Advocacy

Why You Should Play “ Host” not “Master” To Your Customers?

“ The Customer is in The Driver’s Seat”

“ Customers are Reinventing Industries…”

- Freedom Customization Scrutiny Integrity Collaboration Entertainment Speed Innovation “ Customers are asking for /exerting more:”

- Freedom

Customization

Scrutiny

Integrity

Collaboration

Entertainment

Speed

Innovation

“ 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)

The Internet Keeps Customers In Touch With The People We Know

“ 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:

“ Barriers for customer participation down” Internet access Mobile/cellphones Video sharing Photo sharing File sharing Blogs Forums/Wikis Rating sites Open source technologies/APIs News feeds Social bookmarking

Internet access

Mobile/cellphones

Video sharing

Photo sharing

File sharing

Blogs

Forums/Wikis

Rating sites

Open source technologies/APIs

News feeds

Social bookmarking

“ Opportunity for customer connections up” 3.3 billion cell phone users 1.3 billion Internet users 1.3 billion+ social network members 110+ million blogs Ave. No. of Blog links - 12 Ave. No. of Facebook friends among Influencers - 164 No. of Per Person Brand-Related Conversations Each Year – 4,650

3.3 billion cell phone users

1.3 billion Internet users

1.3 billion+ social network members

110+ million blogs

Ave. No. of Blog links - 12

Ave. No. of Facebook friends among Influencers - 164

No. of Per Person Brand-Related Conversations Each Year – 4,650

“ 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)

A New Brand Paradigm “ Something you Buy” “ Something you Trust” “ Something you Want” “ Something you Prefer” “ Something you Love” “ Something you Participate In”

Evidence of the Power of Brand Community I +++ Customer Experience/Advocacy/Purchase Community Members: 91% believe community enables them to give candid feedback 89% believe company is truly concerned on what they have to say 82% were more likely to recommend the company to others 76% felt more positively about the company 75% felt more respect for the company Members spend 54% more than non-community users Source: Communispace/HBR

Community Members:

91% believe community enables them to give candid feedback

89% believe company is truly concerned on what they have to say

82% were more likely to recommend the company to others

76% felt more positively about the company

75% felt more respect for the company

Members spend 54% more than non-community users

Community users remain customers 50% longer than non-community users. (AT&T, 2002) Community users visit nine times more often than non-community users (McKinsey, 2000) Community users have four times as many page views as non-community users (McKInsey, 2000) 56% percent of online community members log in once a day or more (Annenberg, 2007) Customers report good experiences in forums more than twice as often as they do via calls or mail. (Jupiter, 2006) Evidence of the Power of Brand Community II +++ Customer Loyalty/Relationship/Affinity

Community users remain customers 50% longer than non-community users. (AT&T, 2002)

Community users visit nine times more often than non-community users (McKinsey, 2000)

Community users have four times as many page views as non-community users (McKInsey, 2000)

56% percent of online community members log in once a day or more (Annenberg, 2007)

Customers report good experiences in forums more than twice as often as they do via calls or mail. (Jupiter, 2006)

43% of support forums visits are in lieu of opening up a support case. (Cisco, 2004) In customer support, live interaction costs 87% more per transaction on average than forums and other web self-service options. (ASP, 2002) Cost per interaction in customer support averages $12 via the contact center versus $0.25 via self-service options. (Forrester, 2006) Evidence of the Power of Brand Community III +++ Customer Support

43% of support forums visits are in lieu of opening up a support case. (Cisco, 2004)

In customer support, live interaction costs 87% more per transaction on average than forums and other web self-service options. (ASP, 2002)

Cost per interaction in customer support averages $12 via the contact center versus $0.25 via self-service options. (Forrester, 2006)

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

Nike “The Consumer Decides” " For every Nike employee, there's ten million consumers out there deciding whether or not the products and brands we offer really matter.” “ The Consumer Decides is one of Nike's 11 maxims that really define who we are and how we compete as a company. Clearly, the power has shifted to consumers.” Mark Parker, CEO - Nike

" For every Nike employee, there's ten million consumers out there deciding whether or not the products and brands we offer really matter.”

“ The Consumer Decides is one of Nike's 11 maxims that really define who we are and how we compete as a company. Clearly, the power has shifted to consumers.”

Mark Parker, CEO - Nike

Types of Brand Communities

Communities Differ Based On … The depth of involvement The exclusiveness of membership

The depth of involvement

The exclusiveness of membership

The 9 Types of Brand Community Depth Of Involvement Exclusivity High Low Low High Brand Cult Brand Nation Brand Network Influencer Group Advisory Panel Fan Club Brand Forums Ambassador Club Brand Meritocracy

Depth

Of

Involvement

WD-40 - Fan Club Exclusivity - Low Depth of Involvement - Low http://fanclub.wd40.com/login.cfm

Intuit Quickbooks - Brand Forum Exclusivity - Low Depth of Involvement - Mid http://quickbooksgroup.com/

Jones Soda - Brand Network Exclusivity - Low Depth of Involvement - High http://www.jonessoda.com/files/community.php

Nike Plus - Brand Nation Exclusivity - Mid Depth of Involvement - Low http://nikeplus.nike.com/nikeplus/

Maker’s Mark - Ambassador Program Exclusivity - Mid Depth of Involvement - Mid http://www.ambassador.makersmark.com/LogIn.aspx?url=/Default.aspx

Firefox’s “ Spread Firefox” - Brand Meritocracy Exclusivity - Mid Depth of Involvement - High http://www.spreadfirefox.com/

lululemon Ambassadors - Influencer Clique Exclusivity - High Depth of Involvement - Low http://www.lululemon.com/community/

Dell Ideastorm Advisory Panel Exclusivity - High Depth of Involvement - Mid http://www.dellideastorm.com/

Harley-Davidson Harley Owner’s Groups (HOGs) - Brand Cult Exclusivity - High Depth of Involvement - High http://www.harley-davidson.com

How To Plan a Brand Community

Step by Step Community Development #1 - Organizational Audit #2 - Big Idea/Cause #3 - Set the Tone #4 - Build the Plan Focus – Goals, Audience, Type of collaboration Language Incentives Rules Tools #5 - Validation of Program #6 - Online platform #7 - Seed & Release #8 - Outreach/recruitment How to Plan It

#1 - Organizational Audit

#2 - Big Idea/Cause

#3 - Set the Tone

#4 - Build the Plan

Focus – Goals, Audience, Type of collaboration

Language

Incentives

Rules

Tools

#5 - Validation of Program

#6 - Online platform

#7 - Seed & Release

#8 - Outreach/recruitment

Step by Step Community Development #9 - Staffing/governance #10 - Sell across online and offline channels #11 - Create activity/interactions - Activity depth/frequency #12 – Stimulate Dialogue/Conversation #13 – Provide Experiences to Support #14 - Broadcast/link out to traditional worlds/play up success #15 - Feedback to business #16 - Reward allocation and announcement #17 - Manage retention strategy – discover patterns and leverage, optimize or fix #18 – Measurement, Insight and Refinement

#9 - Staffing/governance

#10 - Sell across online and offline channels

#11 - Create activity/interactions - Activity depth/frequency

#12 – Stimulate Dialogue/Conversation

#13 – Provide Experiences to Support

#14 - Broadcast/link out to traditional worlds/play up success

#15 - Feedback to business

#16 - Reward allocation and announcement

#17 - Manage retention strategy – discover patterns and leverage, optimize or fix

#18 – Measurement, Insight and Refinement

1. Organizational Audit Does your firm have the passion for this? Do your customers want this? Do you want to truly listen/capitalize on your community’s/customer’s input? Do you have the manpower and resources to support the effort? Does your organization provide a consistent effort throughout the customer experience? Can you make a large enough commitment to see the returns? What areas of community input could you most benefit from?

Does your firm have the passion for this?

Do your customers want this?

Do you want to truly listen/capitalize on your community’s/customer’s input?

Do you have the manpower and resources to support the effort?

Does your organization provide a consistent effort throughout the customer experience?

Can you make a large enough commitment to see the returns?

What areas of community input could you most benefit from?

2. Big Community Ideas That Stick S imple — find the core of the community and present it's essence U nexpected — grab people's attention by surprising them and exceeding their expectations C oncrete — make sure a community cause/mission can be grasped easily and remembered later C redibility — give a community believability and reason for its existence C ollaborative – get people involved in the community

S imple — find the core of the community and present it's essence

U nexpected — grab people's attention by surprising them and exceeding their expectations

C oncrete — make sure a community cause/mission can be grasped easily and remembered later

C redibility — give a community believability and reason for its existence

C ollaborative – get people involved in the community

2. Big Community Ideas That Stick E motion — help people see the importance of an community (visual) E scape – get people immersed in the community in depth, frequency and intimacy E volving – ensure the community changes and adapts based on member's involvement S tories — inspire people to use a community through a great narrative/manifesto and ensure its relevant S ocial – get people talking and connecting with each other

E motion — help people see the importance of an community (visual)

E scape – get people immersed in the community in depth, frequency and intimacy

E volving – ensure the community changes and adapts based on member's involvement

S tories — inspire people to use a community through a great narrative/manifesto and ensure its relevant

S ocial – get people talking and connecting with each other

3. Set The Tone

4. Build The Plan – FLIRT Crowdsourcing Model Source: Sami Viitim ä ki, Flirt Crowdsourcing Model

FLIRT - Key Elements F ocus L anguage I ncentives R ules T ools Source: Flirt Crowdsourcing Model

F ocus

L anguage

I ncentives

R ules

T ools

Focus Business/Organizational/Customer Goals & Motivations Type/scale of collaboration Amount of Member Exclusivity Audience/Depth of customer control

Business/Organizational/Customer Goals & Motivations

Type/scale of collaboration

Amount of Member Exclusivity

Audience/Depth of customer control

Focus - Marry All Party’s Interests and Capabilities Shared mission? Benefits measurable? Benefits visible? Benefits valuable for the investment of time/energy/money?

Shared mission?

Benefits measurable?

Benefits visible?

Benefits valuable for

the investment of time/energy/money?

Focus – Type of Collaboration/Goals Innovation P&G’s Innocentive Product development New Threadless Existing My Starbucks Content generation Jones Soda Decision making Marketocracy Funding Cambrian House Research – Insight TiVo Customer Experience Support Intuit Expanded occasions WD-40 Optimal experience Specialized Rider’s Clubs Marketing Advertising Big Rock Sales/Leads Ebay/Amazon Word of Mouth Maker’s Mark Distribution Channel Amazon Employee IBM Oftentimes, successful brand communities have multiple levels or types of collaboration

Innovation P&G’s Innocentive

Product development

New Threadless

Existing My Starbucks

Content generation Jones Soda

Decision making Marketocracy

Funding Cambrian House

Research – Insight TiVo

Customer Experience

Support Intuit

Expanded occasions WD-40

Optimal experience Specialized Rider’s Clubs

Marketing

Advertising Big Rock

Sales/Leads Ebay/Amazon

Word of Mouth Maker’s Mark

Distribution Channel Amazon

Employee IBM

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

Focus - Audience- Building Who are they? Who will be the first to seed? How many of them? Who qualifies? Why? Characteristics? What do they care about? What’s in it for them? What do they talk about? Who do they talk to? How do they interact? How to contact/intercept them? Is their an existing pool of people?

Who are they?

Who will be the first to seed?

How many of them?

Who qualifies? Why?

Characteristics?

What do they care about? What’s in it for them?

What do they talk about?

Who do they talk to? How do they interact?

How to contact/intercept them?

Is their an existing pool of people?

Who are the Natural Forming Groups

Key Community Audiences C reators - create content C ritics – scrutinize content C onnectors – recruit members/ link/aggregate others C rowds – consume/validate content Source: Flirt Crowdsourcing Model

C reators - create content

C ritics – scrutinize content

C onnectors – recruit members/ link/aggregate others

C rowds – consume/validate content

Interplay Among Audiences

Creators Generate original ideas/content Compete for the best solution In it for: the challenge learning fame recognition explicit rewards Key community need: feed intrinsic motivation offer relevant extrinsic motivation ensure sufficient level of creative freedom

Generate original ideas/content

Compete for the best solution

In it for:

the challenge

learning

fame

recognition

explicit rewards

Key community need:

feed intrinsic motivation

offer relevant extrinsic motivation

ensure sufficient level of creative freedom

Critics & Connectors Involved in the conversation Spread the word Aim to influence a large # of people In it for – Critics: emphasize opinions seek authority among their audience In It for – Connectors: emphasize sharing seek to connect with a large audience Key community need: Be transparent & authentic Enable effective conversation Interact

Involved in the conversation

Spread the word

Aim to influence a large # of people

In it for – Critics:

emphasize opinions

seek authority among their audience

In It for – Connectors:

emphasize sharing

seek to connect with a large audience

Key community need:

Be transparent & authentic

Enable effective conversation

Interact

Crowds Low-level participation; activate in key events Consume/vote on content Decide what truly has value and what is useless – link to mainstream Communicate mostly with ”friends” In it for: Participation ease, content and information Entertainment/services/education/experience Key Community Need: eliminate barriers to participation show influence in real time draw into deeper levels of participation

Low-level participation; activate in key events

Consume/vote on content

Decide what truly has value and what is useless – link to mainstream

Communicate mostly with ”friends”

In it for:

Participation ease, content and information

Entertainment/services/education/experience

Key Community Need:

eliminate barriers to participation

show influence in real time

draw into deeper levels of participation

Language Authenticity Transparency Understand & respect context customer Know social objects & emphasize social verbs Human Show them you’re affected

Authenticity

Transparency

Understand & respect

context

customer

Know social objects & emphasize social verbs

Human

Show them you’re affected

Incentives Intrinsic Better life Challenge Creativity Satisfying curiosity Learning Fun & Enjoyment

Intrinsic

Better life

Challenge

Creativity

Satisfying curiosity

Learning

Fun & Enjoyment

Incentives Extrinsic Fame Recognition (peer & company) Access to channels & resources Reciprocity / community Explicit Own products and services 3rd party offerings Other non-monetary rewards Cash rewards

Extrinsic

Fame

Recognition (peer & company)

Access to channels & resources

Reciprocity / community

Explicit

Own products and services

3rd party offerings

Other non-monetary rewards

Cash rewards

Rules Shared focus and objectives Manifesto – communicate themes Rules of initiation Rules of interaction Rules of intellectual exchange Manufacturing constraints Arbitrary rules Rules/guidelines to spur creativity Governance – who makes new rules?

Shared focus and objectives

Manifesto – communicate themes

Rules of initiation

Rules of interaction

Rules of intellectual exchange

Manufacturing constraints

Arbitrary rules

Rules/guidelines to spur creativity

Governance – who makes new rules?

Tools Platform own / 3rd party / hybrid Singular/multiple Tools for creation/developement web service / physical devices / ideas Tools for activity – see next slide Skills & Knowledge required education/prvious use Company tools internalizing/converting it into action

Platform

own / 3rd party / hybrid

Singular/multiple

Tools for creation/developement

web service / physical devices / ideas

Tools for activity – see next slide

Skills & Knowledge

required education/prvious use

Company tools

internalizing/converting it into action

The 11Cs - Tools for Communities Categorization i.e. tagging, sections, levels, lists Collective Wisdom i.e. rating, ranking, voting, polls Co-creation/collaboration i.e. CGM, ideas, reviews Competition i.e. rewards, contests, status Customization i.e. widgets, avatars, profiles Conversation i.e. blogs, forums, comment,

Categorization i.e. tagging, sections, levels, lists

Collective Wisdom i.e. rating, ranking, voting, polls

Co-creation/collaboration i.e. CGM, ideas, reviews

Competition i.e. rewards, contests, status

Customization i.e. widgets, avatars, profiles

Conversation i.e. blogs, forums, comment,

The 11Cs - Tools for Communities Connection i.e. messaging, integration, feeds Contextual i.e. mobile, offline, online, IM Community i.e. social networks, groups, teams Communication i.e. photo/video/albums/news Culture i.e. recruitment, engagement, causes

Connection i.e. messaging, integration, feeds

Contextual i.e. mobile, offline, online, IM

Community i.e. social networks, groups, teams

Communication i.e. photo/video/albums/news

Culture i.e. recruitment, engagement, causes

Amazon - Designed for Socialness

5. Validation of Community User experience/ comprehension? Member qualification? Technical scalability/flexibility? Seamless integration? Data integrity?

User experience/ comprehension?

Member qualification?

Technical scalability/flexibility?

Seamless integration?

Data integrity?

5. Validation of Community Creative/design acceptance? Word of Mouth Referral appeal/Net Promotability? Browser acceptance? SEO friendliness? Analytics?

Creative/design acceptance?

Word of Mouth Referral appeal/Net Promotability?

Browser acceptance?

SEO friendliness?

Analytics?

Evaluating a Great Digital Brand Experience Source: Logic+Emotion

How To Build a Brand Community

Step by Step Community Development #1 - Organizational Audit #2 - Big Idea/Cause #3 - Set the Tone #4 - Build the Plan - FLIRT Crowdsourcing Model Focus – Goals, Audience, Type of collaboration Language Incentives Rules Tools #5 - Validation of Program #6 - Online platform #7 - Seed & Release #8 - Outreach/recruitment How to Build It

#1 - Organizational Audit

#2 - Big Idea/Cause

#3 - Set the Tone

#4 - Build the Plan - FLIRT Crowdsourcing Model

Focus – Goals, Audience, Type of collaboration

Language

Incentives

Rules

Tools

#5 - Validation of Program

#6 - Online platform

#7 - Seed & Release

#8 - Outreach/recruitment

6. Online Platform - Factors Goals of site? Design expectation? Open source/proprietary? Depth of communication? Brand/community facilitation? Exclusivity requirement? Sophistication level of audience? Need for dialogue? Cost and resource intensity? Privacy requirements?

Goals of site?

Design expectation?

Open source/proprietary?

Depth of communication?

Brand/community facilitation?

Exclusivity requirement?

Sophistication level of audience?

Need for dialogue?

Cost and resource intensity?

Privacy requirements?

6. Online Platform - Options Community Portal - Mozilla Closed Influencer Network – P&G Tremor and Vocalpoint Forum-based – Intuit Blog-based – Stonyfield Farms ” Create, Rate and Develop” User-Generated Based Site – Threadless Branded social network – Bud TV Community Microsite – Dos Equis Cause-related site – VanCity’s Change Everything Virtual World – MyCoke.com AdverGames – BK Games

Community Portal - Mozilla

Closed Influencer Network – P&G Tremor and Vocalpoint

Forum-based – Intuit

Blog-based – Stonyfield Farms

” Create, Rate and Develop” User-Generated Based Site – Threadless

Branded social network – Bud TV

Community Microsite – Dos Equis

Cause-related site – VanCity’s Change Everything

Virtual World – MyCoke.com

AdverGames – BK Games

Why Build Your Own Community (vs. operate on someone else’s network) Act as a destination for all other inititaives Identifies higher order advcoates It remains as a shared asset with your participants (not part of somebody’s else agenda) Costs are controllable Flexibility of purpose, design and longevity The OFFICIAL authority and source platform for company social information

Act as a destination for all other inititaives

Identifies higher order advcoates

It remains as a shared asset with your participants (not part of somebody’s else agenda)

Costs are controllable

Flexibility of purpose, design and longevity

The OFFICIAL authority and source platform for company social information

Drawbacks of Creating Your Own Level of honesty/transparency Lack of scale and traffic Objectivity Resource intensity and trouble shooting too difficult to manage Lack of member centricity or sufficient news

Level of honesty/transparency

Lack of scale and traffic

Objectivity

Resource intensity and trouble shooting too difficult to manage

Lack of member centricity or sufficient news

7. Seed & Release - Refrain from mass marketing support of your community until you have built up a bank of social currency and seed advocates Alpha – internal people Beta – small external, early adopting group Community managers – initial outreach Launch Influencers – powerful grassroots media and word of mouth transmitters

Refrain from mass marketing support of your community until you have built up a bank of social currency and seed advocates

Alpha – internal people

Beta – small external, early adopting group

Community managers – initial outreach

Launch Influencers – powerful grassroots media and word of mouth transmitters

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”

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

Pace of Expansion - Flickr “ We very carefully built the community on Flickr, person by person . The team and I greeted every single person who arrived, introduced them around, hung out in the chatrooms” “ It was a very hands-on process, building the community . And in the beginning Flickr was built side-by-side with feedback from the community: We were posting over 50 times a day in the forums. “ “ After you hit, say 10,000 members, or so, hopefully you’ve created a strong enough culture that people are greeting each other. It really is kind of like building a civilization. You need to have a culture and mores and a sense of this is “what people do here.”

“ We very carefully built the community on Flickr, person by person . The team and I greeted every single person who arrived, introduced them around, hung out in the chatrooms”

“ It was a very hands-on process, building the community . And in the beginning Flickr was built side-by-side with feedback from the community: We were posting over 50 times a day in the forums. “

“ After you hit, say 10,000 members, or so, hopefully you’ve created a strong enough culture that people are greeting each other. It really is kind of like building a civilization. You need to have a culture and mores and a sense of this is “what people do here.”

8. Outreach and Recruitment - Existing audience Employees Database – Customers, Stakeholders, Suppliers Referral – Fans, Enthusiats Online Search/SEO Referral Social media/links Viral/video sharing Social networks Online ads Widgets

Existing audience

Employees

Database – Customers, Stakeholders, Suppliers

Referral – Fans, Enthusiats

Online

Search/SEO

Referral

Social media/links

Viral/video sharing

Social networks

Online ads

Widgets

8. Outreach and Recruitment - Offline Intercepts Events Consumer/Trade Shows Brand Experience Kiosk PR/Stunts/Buzz Paid media/promotion Retail expsoure Referrals

Offline

Intercepts

Events

Consumer/Trade Shows

Brand Experience

Kiosk

PR/Stunts/Buzz

Paid media/promotion

Retail expsoure

Referrals

The Law of the Social Few The 50-20-10-1 Rule 50% of people will passively participate/repeat 20% will actively and frequently consume/trade content 10% chime in opinions/rate and vote on content 1% develop and innovate content Traffic is found in the social aspects of a community: ” 80% of Facebook users post on a wall” The average social networker has 79 friends The top two reasons people join communities are to: Connect with other like-minded people Ability for members to help others

The 50-20-10-1 Rule

50% of people will passively participate/repeat

20% will actively and frequently consume/trade content

10% chime in opinions/rate and vote on content

1% develop and innovate content

Traffic is found in the social aspects of a community:

” 80% of Facebook users post on a wall”

The average social networker has 79 friends

The top two reasons people join communities are to:

Connect with other like-minded people

Ability for members to help others

How To Maintain a Brand Community

How to Avoid This…

Biggest Obstacles Managing Brand Communities Getting people involved in the community (51 percent) Finding enough time to manage the community (45 percent) Attracting people to the community (34 percent) Source:Deloitte/SNCR

Getting people involved in the community (51 percent)

Finding enough time to manage the community (45 percent)

Attracting people to the community (34 percent)

Step by Step Community Development #9 - Staffing/governance #10 - Sell across online and offline channels #11 - Create activity/interactions - Activity depth/frequency #12 – Stimulate Dialogue/Conversation #13 – Provide Experiences to Support #14 - Broadcast/link out to traditional worlds/play up success #15 - Feedback to business #16 - Reward allocation and announcement #17 - Manage retention strategy – discover patterns and leverage, optimize or fix #18 – Measurement, Insight and Refinement How to Maintain It

#9 - Staffing/governance

#10 - Sell across online and offline channels

#11 - Create activity/interactions - Activity depth/frequency

#12 – Stimulate Dialogue/Conversation

#13 – Provide Experiences to Support

#14 - Broadcast/link out to traditional worlds/play up success

#15 - Feedback to business

#16 - Reward allocation and announcement

#17 - Manage retention strategy – discover patterns and leverage, optimize or fix

#18 – Measurement, Insight and Refinement

9. Staffing and Governance Organization vs. Community-led? Staffing? Policies? Policing/Handling disputes? Meritocratic hierachy?

Organization vs. Community-led?

Staffing?

Policies?

Policing/Handling disputes?

Meritocratic hierachy?

The Role of the Brand Evangelist – Core Responsibilities Community Advocate - engaging customers by responding to their requests and needs Brand Evangelist - host and promote events, products and launches to customers by using blogs, social networks, targeted seeding and conversational discussions Communication Owner – microsite and blog editorial planning, content, publishing and follow up; identifying and inspiring advocates, and embracing detractors Community Filter - responsible for gathering the requirements of the community in a responsible way and presenting it to client teams Moderator/Ombudsperson/Police Crowdsourcer

Community Advocate - engaging customers by responding to their requests and needs

Brand Evangelist - host and promote events, products and launches to customers by using blogs, social networks, targeted seeding and conversational discussions

Communication Owner – microsite and blog editorial planning, content, publishing and follow up; identifying and inspiring advocates, and embracing detractors

Community Filter - responsible for gathering the requirements of the community in a responsible way and presenting it to client teams

Moderator/Ombudsperson/Police

Crowdsourcer

Brand Evangelist - Tasks Program manager/developer – overall leadership of program Events host – be the face of the brand and community at sponsored events Recruitment lead – become a rallying point for inviting people in Blog author/announcements – post frequently updates and successes of the community Forum moderation –spark lively debate and exchange within forums Research collector – ensuring the proper info gets collected and insights generated Online administrator – handling uploads and downloads of information online

Program manager/developer – overall leadership of program

Events host – be the face of the brand and community at sponsored events

Recruitment lead – become a rallying point for inviting people in

Blog author/announcements – post frequently updates and successes of the community

Forum moderation –spark lively debate and exchange within forums

Research collector – ensuring the proper info gets collected and insights generated

Online administrator – handling uploads and downloads of information online

Brand Evangelist – Tasks (cont’d) Community ambassador – being the face of this program with key stakeholders Personal concierge – interacting one on one with new and VIP members Client team intermediary, go-to and on-the-ground person Product educator – mentoring loyal customers and new people Mystery shopper/street/online intercepts –identifying true influencers Pushing the membrane – online/offline outreach – executing creative ideas that push the brand into new exciting areas Client stir stick – being the conscience of the community inside the company

Community ambassador – being the face of this program with key stakeholders

Personal concierge – interacting one on one with new and VIP members

Client team intermediary, go-to and on-the-ground person

Product educator – mentoring loyal customers and new people

Mystery shopper/street/online intercepts –identifying true influencers

Pushing the membrane – online/offline outreach – executing creative ideas that push the brand into new exciting areas

Client stir stick – being the conscience of the community inside the company

Brand Evangelist - Skills Resilience, passion, persistence A keen sense about or an active participant in the community of interest Project management - being able to handle multiple tasks at the same time with a customer service orientation Creative - willing to try new things, to be self-starting and obsessed with – measurement as well. Communication skills – comfortable speaking offline/online

Resilience, passion, persistence

A keen sense about or an active participant in the community of interest

Project management - being able to handle multiple tasks at the same time with a customer service orientation

Creative - willing to try new things, to be self-starting and obsessed with – measurement as well.

Communication skills – comfortable speaking offline/online

Brand Evangelist - Skills Social – likable, conversational and want to find and attract a passionate audience Helping move mountains – assisting teams in getting community and thus client and members to be as successful as it can be Encourage word of mouth and community - starting the conversation, recruiting others to join & ensuring that it continues Experience with, and passion for, creating and consuming new content types: websites, social networks, blogs, podcasts, wikis, etc.

Social – likable, conversational and want to find and attract a passionate audience

Helping move mountains – assisting teams in getting community and thus client and members to be as successful as it can be

Encourage word of mouth and community - starting the conversation, recruiting others to join & ensuring that it continues

Experience with, and passion for, creating and consuming new content types: websites, social networks, blogs, podcasts, wikis, etc.

10. Online/Offline Expansion Infect the customer experience with community touchpoints from front to back Ask questions, spawn debate & drive traffic in your mass communication Cement existing membership by sponsoring offline events Extend out to social networks At scale, create offshoot subgroups and community branches

Infect the customer experience with community touchpoints from front to back

Ask questions, spawn debate & drive traffic in your mass communication

Cement existing membership by sponsoring offline events

Extend out to social networks

At scale, create offshoot subgroups and community branches

Community Extensions Video – i.e. YouTube Photo – i.e. Flickr Social Networks – i.e.Facebook Bookmarking – i.e. Stumble Upon Microblogging – i.e. Twitter Mashups – i.e. Google Widgets – i.e. Wordpress Events – i.e. Upcoming eCommerce – i.e. Craigslist Search engines – i.e. Technorati Wiki-based sites – i.e. Wikipedia Location-based site – i.e. Brightkite

Video – i.e. YouTube

Photo – i.e. Flickr

Social Networks – i.e.Facebook

Bookmarking – i.e. Stumble Upon

Microblogging – i.e. Twitter

Mashups – i.e. Google

Widgets – i.e. Wordpress

Events – i.e. Upcoming

eCommerce – i.e. Craigslist

Search engines – i.e. Technorati

Wiki-based sites – i.e. Wikipedia

Location-based site – i.e. Brightkite

11. Activity/Interactions Design to terminate barriers to participation Create a real sense of vibrancy and content Draw people deeper step by step Personalized appreciation and attention Create additional bank of social currency

Design to terminate barriers to participation

Create a real sense of vibrancy and content

Draw people deeper step by step

Personalized appreciation and attention

Create additional bank of social currency

Community Success Drivers

Options for Continued Engagement Nominate/Gift Others Polls/Tests/Games Broadcast Profile/Get Fame Testimonials/Sharing Stories Referral/Team Building Influence company direction Playback successes Become Recognized Create Avatars/Personalization Competitions/Challenges/Memes Influencer-generated marketing Local meetups/special events Compilations/submissions/memes Earn Influence Points Support charity/cause Customized rewards/treatment Win privileged Access Add multimedia (music/objects)

Nominate/Gift Others

Polls/Tests/Games

Broadcast Profile/Get Fame

Testimonials/Sharing Stories

Referral/Team Building

Influence company direction

Playback successes

Become Recognized

Create Avatars/Personalization

Competitions/Challenges/Memes

Influencer-generated marketing

Local meetups/special events

Compilations/submissions/memes

Earn Influence Points

Support charity/cause

Customized rewards/treatment

Win privileged Access

Add multimedia (music/objects)

12. Dialogue/Conversations Tone of Voice Engagement Rules Tyoes of Conversations Ongoing, dynamic, currency Design to draw people deeper step by step New guests Members VIps

Tone of Voice

Engagement Rules

Tyoes of Conversations

Ongoing, dynamic, currency

Design to draw people deeper step by step

New guests

Members

VIps

Tone of Voice Pay attention Be human Demonstrate authenticity Participate actively Facilitate consumer customization/control

Pay attention

Be human

Demonstrate authenticity

Participate actively

Facilitate consumer customization/control

Engage in 27 Types of Conversation Acknowledge receipt Advertise something Answer question Ask a question Augment a post Call for action Disclose personal info Distribute media Express agreement Express criticism Express surprise Rally support Give a heads up Respond to criticism Give a shout out Make a joke Make a suggestion Make an observation Offer a greeting Offer an opinion Put out a wanted ad Rallying support Recruit people Show dismay Solicit comments Solicit help Start a poll Source: KD Paine & Partners

Acknowledge receipt

Advertise something

Answer question

Ask a question

Augment a post

Call for action

Disclose personal info

Distribute media

Express agreement

13. Supporting Experiences Qualified community members should be exposed to an immersive brand/product experience before any substantial community activity occurs: The experience should provide one of the following: Exclusivity Entertainment Education Escape Aesthetic/sensory Customization/personalization and/or Interaction

Qualified community members should be exposed to an immersive brand/product experience before any substantial community activity occurs:

The experience should provide one of the following:

Exclusivity

Entertainment

Education

Escape

Aesthetic/sensory

Customization/personalization and/or

Interaction

13. Supporting Experiences Examples Product based- free product/trial Experience Based – special event VIP-Based – sneak preview Activity-Based – competition Research-based – beta tester panel Altruism – goodwill badging/gifting

Examples

Product based- free product/trial

Experience Based – special event

VIP-Based – sneak preview

Activity-Based – competition

Research-based – beta tester panel

Altruism – goodwill badging/gifting

14. Playback Successes Celebrate milestones Broadcast the process involved Show how contributions have impacted brand Feature members, stories and tesimonials Create network effects – the more people who join, the more everybody benefits

Celebrate milestones

Broadcast the process involved

Show how contributions have impacted brand

Feature members, stories and tesimonials

Create network effects – the more people who join, the more everybody benefits

15. Feedback to Brand Types of Feedback Traffic/Membership Engagement/Attention Advocacy/Net Promotability Sales/Conversion Content Visibility Insight/Ideas Support/Sentiment Linkage ot Goals

Types of Feedback

Traffic/Membership

Engagement/Attention

Advocacy/Net Promotability

Sales/Conversion

Content

Visibility

Insight/Ideas

Support/Sentiment

Linkage ot Goals

Most Popular Community Metrics - Traffic Pattern & Statistics - 75% - Community Member Engagement - 74% - Unique Number of Visitors - 72% - New Member Registration - 70% - Member Satisfaction - 59% - Provide Feedback/Ideation for R&D - 49% - Number of Referrals by Members - 33% - Transition Lurkers into Active Members - 29% - Impact of community on revenue - 27% - Mentions of Organization or Brand on other Community Sites - 27%

- Traffic Pattern & Statistics - 75% - Community Member Engagement - 74% - Unique Number of Visitors - 72% - New Member Registration - 70% - Member Satisfaction - 59% - Provide Feedback/Ideation for R&D - 49% - Number of Referrals by Members - 33% - Transition Lurkers into Active Members - 29% - Impact of community on revenue - 27% - Mentions of Organization or Brand on other Community Sites - 27%

Most Popular Community Metrics(cont’d) - Ratio of Comments per Post - 25% - % of Product Forum Posts that receive Answer - 20% - Promotions of Community Members to moderators - 20% - Keywords for Forums and Blogs - 17% - Cost Savings for Customer Service 16% - Ave. # of Customer Service Tickets/Month - 13% - Other - 13% - Number of Product Trial Downloads - 12% - Ave. Number of Tech Support tickets/month -11% - Cost Savings for Tech. Support - 11% - Average Time for a response - 10%

- Ratio of Comments per Post - 25% - % of Product Forum Posts that receive Answer - 20% - Promotions of Community Members to moderators - 20% - Keywords for Forums and Blogs - 17% - Cost Savings for Customer Service 16% - Ave. # of Customer Service Tickets/Month - 13% - Other - 13% - Number of Product Trial Downloads - 12% - Ave. Number of Tech Support tickets/month -11% - Cost Savings for Tech. Support - 11% - Average Time for a response - 10%

16. Reward Allocation/Announcements Frequency? Criteria? Experiential/Virtual? Expectedness? Reciprocity? Motivation? Sustainability? Broadcast winners?

Frequency?

Criteria?

Experiential/Virtual?

Expectedness?

Reciprocity?

Motivation?

Sustainability?

Broadcast winners?

16. Types of Rewards Experiences/events Free product Badges/merchandise Tokens/Treats Money (for transparent effort) Charity Non-Monetary Rewards VIP Status Rankings Points Influence Featured Fame

Experiences/events

Free product

Badges/merchandise

Tokens/Treats

Money (for transparent effort)

Charity

Non-Monetary Rewards

VIP Status

Rankings

Points

Influence

Featured Fame

17. Retention Strategy Identify your front row, treat them as VIPs Understand triggers and dead zones Assess ongoing needs of community Extend out to different on ramps and off ramps Max out on positive engagement rules...

Identify your front row, treat them as VIPs

Understand triggers and dead zones

Assess ongoing needs of community

Extend out to different on ramps and off ramps

Max out on positive engagement rules...

Member Engagement Rules Be willing to acknowledge and value what I have to say (yes, and…not no but…) Make me an offer/pose a question and ask me to do something/react (don’t show me an ad and ask me to admire it) Let me know what you want me to do. And how? And Why? Give me a platform to drive my attention and make me look good What thing – however small – can you do to improve my life

Be willing to acknowledge and value what I have to say (yes, and…not no but…)

Make me an offer/pose a question and ask me to do something/react (don’t show me an ad and ask me to admire it)

Let me know what you want me to do. And how? And Why?

Give me a platform to drive my attention and make me look good

What thing – however small – can you do to improve my life

Member Engagement Rules Play – if it seems easy and fun, I’ll ask someone else to play Understand the environment – set the tone and determine what’s good and bad If I’m going to be involved, you need to be involved Love your 1 percenters It doesn’t matter what you say, if I don’t like how you say it

Play – if it seems easy and fun, I’ll ask someone else to play

Understand the environment – set the tone and determine what’s good and bad

If I’m going to be involved, you need to be involved

Love your 1 percenters

It doesn’t matter what you say, if I don’t like how you say it

Member Engagement Rules Make mistakes, admit them, change and move on Lower barriers – make this relationship low maintenance, add complexity later Let the mess show – show me more and I’ll trust you more Share your secrets – tell me something I don’t know and make me feel special

Make mistakes, admit them, change and move on

Lower barriers – make this relationship low maintenance, add complexity later

Let the mess show – show me more and I’ll trust you more

Share your secrets – tell me something I don’t know and make me feel special

Member Engagement Rules 15) Be changed – show me that you’ve listened 16) Show humanity 17) There are no rules, just guidelines Source: Change This, Cherkoff/Moore

15) Be changed – show me that you’ve listened

16) Show humanity

17) There are no rules, just guidelines

Source: Change This, Cherkoff/Moore

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

18. Measurement, Insight, Refinement Audit community Review vs. goals Quarterly reviews w/ brand Consider revised: Features/Content Extensions/Contractions New Audiences New Applications Broadcast value and commitment internally

Audit community

Review vs. goals

Quarterly reviews w/ brand

Consider revised:

Features/Content

Extensions/Contractions

New Audiences

New Applications

Broadcast value and commitment internally

51 Brand Communities

1. Nike Plus

3. Brewtopia

4. Method “People Against Dirty”

5. eBay Powersellers

6. Amazon

7. BMW Mini Owner’s Lounge

8. Lego Ambassadors Programs

9. Threadless

10. BBC

11. Innocentive – P&G

12. CrowdSpirit

13. Fast Company

14. A Swarm of Angels

15. Red Bull

17. Ben & Jerry’s

18. WD-40 Fan Club

19. Virgin Insiders (Sugar Mama)

20. American Express- Member’s Project

Chris Matthews, Specialized’s Marketing Guru 21. Specialized Rider’s Club

22. MyCoke.com

23. Maker’s Mark Ambassador Embassy

24. Electrolux Design Lab

25. Mastercard – Priceless.com

26. Domino’s - BFD Builder

27. Starbucks - My Starbucks Idea

28. Oracle OpenWorld

29. My Football Club

30. Lomographic Society International

31. Mozilla Firefox

32. Toyota Hybrid

33. VanCity – Change Eveyrthing

33. Chapters/Indigo

34. NetFlix

35. Obama’08

36. Ron Paul

37. Zopa

38. Cambrian House

39. Big Rock Brewery - Friends of Big Rock

40. Jones Soda

41. Fiskars

41. Ducati

42. Jeep Community

43. Innocent Drinks

44. Marketocracy

45. Current TV

46. Starwood’s The Lobby

46.Intuit Quickbooks

47. Lululemon

48. Stormhoek Wines

49. Effem Foods – M&Ms mBassador program

50. Freshbooks

51. The Ikea Fans Club

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…