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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 civilizatio...
“ Life has taught us that love does not consist in gazing at each other, but in looking outward together in the same direc...
<ul><ul><li>“ Leaders have seized on collaboration as a powerful new lever to cut costs, innovate faster, co-create with c...
“ Creating a vibrant community is all about creating a critical mass of good minds and spurring them to spark off each oth...
<ul><li>Agenda </li></ul><ul><li>What’s a Brand Community? </li></ul><ul><li>Why Build One? </li></ul><ul><li>Types of Bra...
What’s a Brand Community?
<ul><li>Brand Community – Also Called: </li></ul><ul><li>Customer Community </li></ul><ul><li>Brand Influencer Team </li><...
What It is Not – Social Network -  A Platform (typically media-driven and online) that Brings People Together i.e. YouTube...
What It is Not – User Generated Promotion -  A short term campaign/program that leverages content/insight provided by cust...
What It is Not – CRM/Direct Marketing -  Customer-centric tactics designed to interact directly with consumers without int...
A Brand Community is: A group of people with a set of shared interests attached to a company/brand/product/idea, having th...
Running -  Nike Plus Finance- Wells Fargo  Stagecoach Island Hospitality –  My Starbucks Idea B-to-B  - Intuit Quickbooks ...
<ul><li>The Magic “Community Triangle”: </li></ul><ul><li>Connects companies/brands with customers/ prospects/influencers/...
Brand Community Pillars <ul><ul><li>Participation in a group-based collaborative effort </li></ul></ul><ul><ul><li>Individ...
Brand Community =  Crowdsourcing Citizen Contributors <ul><li>People join primarily out of affinity/recreation </li></ul><...
Common Misnomers of  Brand Communities: Members  – not always top fans or best customers Origination  – not always created...
Why Build a Brand Community?
<ul><li>Brand Communities - The End Game: </li></ul><ul><li>Accelerated sales </li></ul><ul><li>More traffic </li></ul><ul...
<ul><li>Brand Communities – Direct Benefits: </li></ul><ul><li>Better insight and quicker feedback </li></ul><ul><li>Compe...
<ul><li>Brand Communities – Direct Benefits: </li></ul><ul><li>Lead the industry agenda & conversation </li></ul><ul><li>O...
What’s Changed? <ul><ul><li>A Decade Ago       Now </li></ul></ul><ul><ul><li>The Web   Information Gathering  Relationshi...
<ul><li>People/customers are asserting more control over brands </li></ul><ul><li>People/customers are reinventing industr...
Brand Communities Can Tap Four   Valuable & Untapped Market Forces Peer Content Peer Engagement/ Fanship Peer Collaboratio...
Why You Should Play  “ Host” not “Master” To Your Customers?
“ The Customer is in The Driver’s Seat”
“ Customers are Reinventing Industries…”
<ul><li>- Freedom </li></ul><ul><li>Customization </li></ul><ul><li>Scrutiny </li></ul><ul><li>Integrity </li></ul><ul><li...
“ Customers trust, rely and act on advice from people they know”    90% of people trust their spouse, 82% their friends a...
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 i...
“ Barriers for customer participation down” <ul><li>Internet access </li></ul><ul><li>Mobile/cellphones </li></ul><ul><li>...
“ Opportunity for customer connections up” <ul><li>3.3 billion cell phone users </li></ul><ul><li>1.3 billion Internet use...
“ Some customers really want to connect with brands” -A word of mouth Influencer will average 184 brand word of mouth conv...
A New Brand Paradigm “ Something you Buy” “ Something you Trust” “ Something you Want” “ Something you Prefer” “ Something...
Evidence of the Power of Brand Community I +++ Customer Experience/Advocacy/Purchase <ul><ul><li>Community Members:   </li...
<ul><li>Community users remain customers 50% longer than non-community users. (AT&T, 2002) </li></ul><ul><li>Community use...
<ul><li>43% of support forums visits are in lieu of opening up a support case. (Cisco, 2004) </li></ul><ul><li>In customer...
The Mission – Realigning The Roles of Your Customers Turning Users, Customers and Consumers  Into Authors, Producers, Scou...
Nike “The Consumer Decides” <ul><li>&quot; For every Nike employee, there's ten million consumers  out there deciding whet...
Types of Brand Communities
Communities Differ Based On …  <ul><li>The depth of involvement </li></ul><ul><li>The exclusiveness of membership  </li></ul>
The 9 Types of Brand Community   <ul><li>Depth </li></ul><ul><li>Of </li></ul><ul><li>Involvement </li></ul>Exclusivity Hi...
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/LogI...
Firefox’s  “ Spread  Firefox” - Brand  Meritocracy Exclusivity - Mid Depth of  Involvement - High http://www.spreadfirefox...
lululemon  Ambassadors - Influencer Clique Exclusivity - High Depth of  Involvement - Low http://www.lululemon.com/communi...
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.harle...
How To Plan a Brand Community
Step by Step  Community Development <ul><li>#1 - Organizational Audit </li></ul><ul><li>#2 - Big Idea/Cause </li></ul><ul>...
Step by Step  Community Development <ul><li>#9 - Staffing/governance </li></ul><ul><li>#10 - Sell across online and offlin...
1. Organizational Audit   <ul><ul><li>Does your firm have the passion for this?  </li></ul></ul><ul><ul><li>Do your custom...
2. Big Community Ideas That Stick   <ul><li>S imple — find the core of the community and present it's essence </li></ul><u...
2. Big Community Ideas That Stick   <ul><li>E motion — help people see the importance of an community (visual) </li></ul><...
3. Set The Tone
4. Build The Plan – FLIRT Crowdsourcing Model Source: Sami Viitim ä ki,  Flirt Crowdsourcing Model
FLIRT - Key Elements <ul><li>F ocus </li></ul><ul><li>L anguage </li></ul><ul><li>I ncentives </li></ul><ul><li>R ules </l...
Focus <ul><li>Business/Organizational/Customer  Goals & Motivations </li></ul><ul><li>Type/scale of collaboration </li></u...
Focus - Marry All Party’s Interests and Capabilities <ul><li>Shared mission? </li></ul><ul><li>Benefits measurable? </li><...
Focus – Type of Collaboration/Goals <ul><li>Innovation P&G’s Innocentive </li></ul><ul><li>Product development </li></ul><...
Focus – Scale/Nature of Collaboration   Collaboration   Exclusivity   Brand Benefit Fan Club Low Low   Brand Affinity Bran...
Focus - Audience- Building <ul><li>Who are they? </li></ul><ul><li>Who will be the first to seed? </li></ul><ul><li>How ma...
Who are the Natural Forming Groups
Key Community Audiences <ul><li>C reators  - create content </li></ul><ul><li>C ritics – scrutinize content </li></ul><ul>...
Interplay Among  Audiences
Creators <ul><li>Generate original ideas/content </li></ul><ul><li>Compete for the best solution </li></ul><ul><ul><li>In ...
Critics & Connectors <ul><li>Involved in the conversation </li></ul><ul><li>Spread the word </li></ul><ul><li>Aim to influ...
Crowds <ul><li>Low-level participation; activate in key events </li></ul><ul><li>Consume/vote on content </li></ul><ul><li...
Language <ul><li>Authenticity </li></ul><ul><li>Transparency </li></ul><ul><li>Understand & respect </li></ul><ul><ul><li>...
Incentives <ul><li>Intrinsic </li></ul><ul><ul><ul><li>Better life </li></ul></ul></ul><ul><ul><ul><li>Challenge </li></ul...
Incentives <ul><li>Extrinsic </li></ul><ul><ul><ul><li>Fame </li></ul></ul></ul><ul><ul><ul><li>Recognition (peer & compan...
Rules <ul><li>Shared focus and objectives </li></ul><ul><li>Manifesto – communicate themes </li></ul><ul><li>Rules of init...
Tools <ul><li>Platform </li></ul><ul><ul><li>own / 3rd party / hybrid </li></ul></ul><ul><ul><li>Singular/multiple </li></...
The 11Cs - Tools for Communities <ul><li>Categorization  i.e. tagging, sections, levels, lists </li></ul><ul><li>Collectiv...
The 11Cs - Tools for Communities <ul><li>Connection  i.e. messaging, integration, feeds </li></ul><ul><li>Contextual  i.e....
Amazon - Designed for Socialness
5. Validation of Community <ul><li>User experience/ comprehension? </li></ul><ul><li>Member qualification? </li></ul><ul><...
5. Validation of Community <ul><li>Creative/design acceptance? </li></ul><ul><li>Word of Mouth Referral appeal/Net Promota...
Evaluating a Great Digital Brand Experience Source: Logic+Emotion
How To Build a Brand Community
Step by Step  Community Development <ul><li>#1 - Organizational Audit </li></ul><ul><li>#2 - Big Idea/Cause </li></ul><ul>...
6. Online Platform - Factors <ul><li>Goals of site? </li></ul><ul><li>Design expectation? </li></ul><ul><li>Open source/pr...
6. Online Platform - Options <ul><li>Community Portal - Mozilla </li></ul><ul><li>Closed Influencer Network – P&G Tremor a...
Why Build Your Own Community  (vs. operate on someone else’s network) <ul><li>Act as a destination for all other inititaiv...
Drawbacks of Creating Your Own <ul><li>Level of honesty/transparency </li></ul><ul><li>Lack of scale and traffic </li></ul...
7. Seed & Release -   <ul><li>Refrain from mass marketing support of your community until you have built up a bank of soci...
Seeding The Influencer Curve “ The Ones Who Create Ideas” “ The Ones Who Spot & Scout New Stuff” “ The Ones Who Sell and L...
Recruiting A Potential Word of Mouth Army The Law of The Few: “The answer is that the success of any kind of social epidem...
Pace of Expansion - Flickr <ul><li>“ We very carefully built the community on Flickr, person by person .  The team and I g...
8. Outreach and Recruitment -   <ul><li>Existing audience </li></ul><ul><ul><li>Employees </li></ul></ul><ul><ul><li>Datab...
8. Outreach and Recruitment -   <ul><li>Offline </li></ul><ul><ul><li>Intercepts </li></ul></ul><ul><ul><li>Events </li></...
The Law of the Social Few   <ul><li>The 50-20-10-1 Rule  </li></ul><ul><ul><ul><li>50% of people will passively participat...
How To Maintain a Brand Community
How to Avoid This…
Biggest Obstacles Managing Brand  Communities <ul><li>Getting people involved in the community (51 percent)  </li></ul><ul...
Step by Step  Community Development <ul><li>#9 - Staffing/governance </li></ul><ul><li>#10 - Sell across online and offlin...
9. Staffing and Governance <ul><li>Organization vs. Community-led? </li></ul><ul><li>Staffing? </li></ul><ul><li>Policies?...
The Role of the Brand Evangelist  – Core Responsibilities <ul><li>Community Advocate -  engaging customers by responding t...
Brand Evangelist - Tasks <ul><ul><li>Program manager/developer – overall leadership of program </li></ul></ul><ul><ul><li>...
Brand Evangelist – Tasks (cont’d) <ul><ul><li>Community ambassador – being the face of this program with key stakeholders ...
Brand Evangelist - Skills <ul><li>Resilience, passion, persistence  </li></ul><ul><li>A keen sense about or an active  par...
Brand Evangelist - Skills <ul><li>Social – likable, conversational and want to find and attract a passionate audience </li...
10. Online/Offline Expansion <ul><li>Infect the customer experience with community touchpoints from front to back </li></u...
Community Extensions <ul><li>Video – i.e. YouTube </li></ul><ul><li>Photo – i.e. Flickr </li></ul><ul><li>Social Networks ...
11. Activity/Interactions <ul><li>Design to terminate barriers to participation </li></ul><ul><li>Create a real sense of v...
Community Success Drivers
Options for Continued Engagement <ul><li>Nominate/Gift Others  </li></ul><ul><li>Polls/Tests/Games </li></ul><ul><li>Broad...
12. Dialogue/Conversations <ul><li>Tone of Voice </li></ul><ul><li>Engagement Rules </li></ul><ul><li>Tyoes of Conversatio...
Tone of Voice <ul><li>Pay attention </li></ul><ul><li>Be human </li></ul><ul><li>Demonstrate authenticity </li></ul><ul><l...
Engage in 27 Types of Conversation <ul><li>Acknowledge receipt </li></ul><ul><li>Advertise something </li></ul><ul><li>Ans...
13. Supporting Experiences <ul><li>Qualified community members should be exposed to an immersive brand/product experience ...
13. Supporting Experiences <ul><li>Examples </li></ul><ul><ul><li>Product based- free product/trial </li></ul></ul><ul><ul...
14. Playback Successes <ul><li>Celebrate milestones </li></ul><ul><li>Broadcast the process involved </li></ul><ul><li>Sho...
15. Feedback to Brand <ul><li>Types of Feedback </li></ul><ul><li>Traffic/Membership </li></ul><ul><li>Engagement/Attentio...
Most Popular Community Metrics <ul><li>- Traffic Pattern & Statistics - 75% - Community Member Engagement - 74% - Unique N...
Most Popular Community  Metrics(cont’d) <ul><li>- Ratio of Comments per Post - 25% - % of Product Forum Posts that receive...
16. Reward Allocation/Announcements <ul><li>Frequency? </li></ul><ul><li>Criteria? </li></ul><ul><li>Experiential/Virtual?...
16. Types of Rewards <ul><li>Experiences/events </li></ul><ul><li>Free product </li></ul><ul><li>Badges/merchandise </li><...
17. Retention Strategy <ul><li>Identify your front row, treat them as VIPs </li></ul><ul><li>Understand triggers and dead ...
Member Engagement Rules <ul><li>Be willing to acknowledge and value what I have to say (yes, and…not no but…) </li></ul><u...
Member Engagement Rules <ul><li>Play – if it seems easy and fun, I’ll ask someone else to play </li></ul><ul><li>Understan...
Member Engagement Rules <ul><li>Make mistakes, admit them, change and move on </li></ul><ul><li>Lower barriers – make this...
Member Engagement Rules <ul><li>15) Be changed – show me that you’ve listened </li></ul><ul><li>16) Show humanity </li></u...
Sub-segment Your Community Identify strategies and resources to harness each segment High self-centrality of consumption S...
18.  Measurement, Insight, Refinement <ul><li>Audit community </li></ul><ul><li>Review vs. goals </li></ul><ul><li>Quarter...
51 Brand Communities
1. Nike Plus
 
 
 
Standard Corporate Blogging, nowadays a no-brainer.
New Trends, video segments and user-generated video (If BYO don’t forget to make it linkable, embedable)
 
It turns out, the kids are crazy for Linux. (but consider, how representative is the audience?)
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:  Th...
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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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  • Transcript of "It Takes a Community to Raise a Brand, Not a Campaign"

    1. 1. It Takes a Community to Raise a Brand A Presentation By: Sean Moffitt President & Chief Evangelist Agent Wildfire Inc.
    2. 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. 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
    4. 4. <ul><ul><li>“ 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.” </li></ul></ul><ul><ul><li>Don Tapscott/Anthony Williams </li></ul></ul><ul><ul><li>Wikinomics </li></ul></ul>
    5. 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
    6. 6. <ul><li>Agenda </li></ul><ul><li>What’s a Brand Community? </li></ul><ul><li>Why Build One? </li></ul><ul><li>Types of Brand Communities </li></ul><ul><li>How to Plan It </li></ul><ul><li>How To Build It </li></ul><ul><li>How to Maintain It </li></ul><ul><li>51 Leading Examples </li></ul>
    7. 7. What’s a Brand Community?
    8. 8. <ul><li>Brand Community – Also Called: </li></ul><ul><li>Customer Community </li></ul><ul><li>Brand Influencer Team </li></ul><ul><li>Fan Club </li></ul><ul><li>Crowdsourced Network </li></ul><ul><li>Brand Wiki Members </li></ul><ul><li>Ambassador Program </li></ul><ul><li>Stakeholder/Developer Forum </li></ul><ul><li>Advisory Panel </li></ul><ul><li>Beta Testing Group </li></ul>
    9. 9. What It is Not – Social Network - A Platform (typically media-driven and online) that Brings People Together i.e. YouTube, Facebook, flickr, Wikipedia <ul><li>Why It Doesn’t Qualify: </li></ul><ul><li>People-centricity without a brand orientation </li></ul><ul><li>A conduit, not usually the end brand game </li></ul><ul><li>- A social and media platform, not a brand rallying point </li></ul>
    10. 10. What It is Not – User Generated Promotion - A short term campaign/program that leverages content/insight provided by customers and participants <ul><li>Why It Doesn’t Qualify: </li></ul><ul><li>Longevity short </li></ul><ul><li>Reward and incentive –driven </li></ul><ul><li>Usually one objective in mind </li></ul>
    11. 11. 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 <ul><li>Why It Doesn’t Qualify: </li></ul><ul><li>Typically transactional </li></ul><ul><li>Does not link customers/member contributions </li></ul><ul><li>- Individualized but one-way, broadcast-driven </li></ul>
    12. 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. 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
    14. 14. <ul><li>The Magic “Community Triangle”: </li></ul><ul><li>Connects companies/brands with customers/ prospects/influencers/members </li></ul><ul><li>Connects members with each other </li></ul><ul><li>Connects members with non-members/prospective members </li></ul>
    15. 15. Brand Community Pillars <ul><ul><li>Participation in a group-based collaborative effort </li></ul></ul><ul><ul><li>Individual membership in a community </li></ul></ul><ul><ul><li>Common desires/goals/interests/passions/values </li></ul></ul><ul><ul><li>Brand production and consumption activities </li></ul></ul><ul><ul><li>Mutual trust and reward </li></ul></ul><ul><ul><li>Socialness, dialogue and interaction </li></ul></ul><ul><ul><li>Customization of experience </li></ul></ul><ul><ul><li>Online platform w/ offline experiences </li></ul></ul>
    16. 16. Brand Community = Crowdsourcing Citizen Contributors <ul><li>People join primarily out of affinity/recreation </li></ul><ul><ul><li>Brand resonance </li></ul></ul><ul><ul><li>Interests </li></ul></ul><ul><ul><li>Chance for reward </li></ul></ul><ul><ul><li>Expression/Venting </li></ul></ul><ul><ul><li>Creativity </li></ul></ul><ul><ul><li>Hobbies </li></ul></ul><ul><ul><li>Secret desires </li></ul></ul><ul><ul><li>Latent skills and talents </li></ul></ul>
    17. 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. 18. Why Build a Brand Community?
    19. 19. <ul><li>Brand Communities - The End Game: </li></ul><ul><li>Accelerated sales </li></ul><ul><li>More traffic </li></ul><ul><li>Save costs </li></ul><ul><li>Drive marketing efficiencies </li></ul><ul><li>Entrench brand loyalty </li></ul><ul><li>Improve operations </li></ul><ul><li>Support products </li></ul><ul><li>Upsell services </li></ul>
    20. 20. <ul><li>Brand Communities – Direct Benefits: </li></ul><ul><li>Better insight and quicker feedback </li></ul><ul><li>Competitive intelligence/ market needs </li></ul><ul><li>Prepare launches/market introductions </li></ul><ul><li>PR defence and crisis management </li></ul><ul><li>Runaway word of mouth/evangelism </li></ul><ul><li>Reduce customer support costs </li></ul>
    21. 21. <ul><li>Brand Communities – Direct Benefits: </li></ul><ul><li>Lead the industry agenda & conversation </li></ul><ul><li>Organization-wide customer-centricity </li></ul><ul><li>Galvanize employees/vendors </li></ul><ul><li>Superior innovation/solutions </li></ul><ul><li>Favourable grassroots perception </li></ul><ul><li>New distribution/selling/customization channel </li></ul>
    22. 22. What’s Changed? <ul><ul><li>A Decade Ago Now </li></ul></ul><ul><ul><li>The Web Information Gathering Relationship Building </li></ul></ul><ul><ul><li>The Tools 1.0 Search/Broadcast 2.0 Collaboration/Dialogue </li></ul></ul><ul><ul><li>Openness Suspicion of Brands Openness to Brands </li></ul></ul><ul><ul><li>Scalability Limited by budget Viralness </li></ul></ul><ul><ul><li> Limited by geography No borders </li></ul></ul><ul><ul><li> Positioned products Mass customization </li></ul></ul><ul><ul><li>Key Measure Brand Awareness Brand Word of Mouth </li></ul></ul><ul><ul><li> Brand Satisfaction/Equity Brand Participation/Relevance </li></ul></ul>
    23. 23. <ul><li>People/customers are asserting more control over brands </li></ul><ul><li>People/customers are reinventing industries by their participation </li></ul><ul><li>People/customers are demanding more from their brands </li></ul><ul><li>People/customers are relying on “people they know” , the ‘net links them up </li></ul><ul><li>The barriers to participate are down, connections are up </li></ul><ul><li>A generation of consumers have embraced Web 2.0 </li></ul><ul><li>Winning brands are moving into the participation marketplace </li></ul><ul><li>Brand Communities help tap into four peer-generated market forces </li></ul>The Implications for Brands?
    24. 24. Brand Communities Can Tap Four Valuable & Untapped Market Forces Peer Content Peer Engagement/ Fanship Peer Collaboration Peer Advocacy
    25. 25. Why You Should Play “ Host” not “Master” To Your Customers?
    26. 26. “ The Customer is in The Driver’s Seat”
    27. 27. “ Customers are Reinventing Industries…”
    28. 28. <ul><li>- Freedom </li></ul><ul><li>Customization </li></ul><ul><li>Scrutiny </li></ul><ul><li>Integrity </li></ul><ul><li>Collaboration </li></ul><ul><li>Entertainment </li></ul><ul><li>Speed </li></ul><ul><li>Innovation </li></ul>“ Customers are asking for /exerting more:”
    29. 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. 30. The Internet Keeps Customers In Touch With The People We Know
    31. 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:
    32. 32. “ Barriers for customer participation down” <ul><li>Internet access </li></ul><ul><li>Mobile/cellphones </li></ul><ul><li>Video sharing </li></ul><ul><li>Photo sharing </li></ul><ul><li>File sharing </li></ul><ul><li>Blogs </li></ul><ul><li>Forums/Wikis </li></ul><ul><li>Rating sites </li></ul><ul><li>Open source technologies/APIs </li></ul><ul><li>News feeds </li></ul><ul><li>Social bookmarking </li></ul>
    33. 33. “ Opportunity for customer connections up” <ul><li>3.3 billion cell phone users </li></ul><ul><li>1.3 billion Internet users </li></ul><ul><li>1.3 billion+ social network members </li></ul><ul><li>110+ million blogs </li></ul><ul><li>Ave. No. of Blog links - 12 </li></ul><ul><li>Ave. No. of Facebook friends among Influencers - 164 </li></ul><ul><li>No. of Per Person Brand-Related Conversations Each Year – 4,650 </li></ul>
    34. 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. 35. A New Brand Paradigm “ Something you Buy” “ Something you Trust” “ Something you Want” “ Something you Prefer” “ Something you Love” “ Something you Participate In”
    36. 36. Evidence of the Power of Brand Community I +++ Customer Experience/Advocacy/Purchase <ul><ul><li>Community Members: </li></ul></ul><ul><ul><li>91% believe community enables them to give candid feedback </li></ul></ul><ul><ul><li>89% believe company is truly concerned on what they have to say </li></ul></ul><ul><ul><li>82% were more likely to recommend the company to others </li></ul></ul><ul><ul><li>76% felt more positively about the company </li></ul></ul><ul><ul><li>75% felt more respect for the company </li></ul></ul><ul><ul><li>Members spend 54% more than non-community users </li></ul></ul>Source: Communispace/HBR
    37. 37. <ul><li>Community users remain customers 50% longer than non-community users. (AT&T, 2002) </li></ul><ul><li>Community users visit nine times more often than non-community users (McKinsey, 2000) </li></ul><ul><li>Community users have four times as many page views as non-community users (McKInsey, 2000) </li></ul><ul><li>56% percent of online community members log in once a day or more (Annenberg, 2007) </li></ul><ul><li>Customers report good experiences in forums more than twice as often as they do via calls or mail. (Jupiter, 2006) </li></ul>Evidence of the Power of Brand Community II +++ Customer Loyalty/Relationship/Affinity
    38. 38. <ul><li>43% of support forums visits are in lieu of opening up a support case. (Cisco, 2004) </li></ul><ul><li>In customer support, live interaction costs 87% more per transaction on average than forums and other web self-service options. (ASP, 2002) </li></ul><ul><li>Cost per interaction in customer support averages $12 via the contact center versus $0.25 via self-service options. (Forrester, 2006) </li></ul>Evidence of the Power of Brand Community III +++ Customer Support
    39. 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
    40. 40. Nike “The Consumer Decides” <ul><li>&quot; For every Nike employee, there's ten million consumers out there deciding whether or not the products and brands we offer really matter.” </li></ul><ul><li>“ 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.” </li></ul><ul><li>Mark Parker, CEO - Nike </li></ul>
    41. 41. Types of Brand Communities
    42. 42. Communities Differ Based On … <ul><li>The depth of involvement </li></ul><ul><li>The exclusiveness of membership </li></ul>
    43. 43. The 9 Types of Brand Community <ul><li>Depth </li></ul><ul><li>Of </li></ul><ul><li>Involvement </li></ul>Exclusivity High Low Low High Brand Cult Brand Nation Brand Network Influencer Group Advisory Panel Fan Club Brand Forums Ambassador Club Brand Meritocracy
    44. 44. WD-40 - Fan Club Exclusivity - Low Depth of Involvement - Low http://fanclub.wd40.com/login.cfm
    45. 45. Intuit Quickbooks - Brand Forum Exclusivity - Low Depth of Involvement - Mid http://quickbooksgroup.com/
    46. 46. Jones Soda - Brand Network Exclusivity - Low Depth of Involvement - High http://www.jonessoda.com/files/community.php
    47. 47. Nike Plus - Brand Nation Exclusivity - Mid Depth of Involvement - Low http://nikeplus.nike.com/nikeplus/
    48. 48. Maker’s Mark - Ambassador Program Exclusivity - Mid Depth of Involvement - Mid http://www.ambassador.makersmark.com/LogIn.aspx?url=/Default.aspx
    49. 49. Firefox’s “ Spread Firefox” - Brand Meritocracy Exclusivity - Mid Depth of Involvement - High http://www.spreadfirefox.com/
    50. 50. lululemon Ambassadors - Influencer Clique Exclusivity - High Depth of Involvement - Low http://www.lululemon.com/community/
    51. 51. Dell Ideastorm Advisory Panel Exclusivity - High Depth of Involvement - Mid http://www.dellideastorm.com/
    52. 52. Harley-Davidson Harley Owner’s Groups (HOGs) - Brand Cult Exclusivity - High Depth of Involvement - High http://www.harley-davidson.com
    53. 53. How To Plan a Brand Community
    54. 54. Step by Step Community Development <ul><li>#1 - Organizational Audit </li></ul><ul><li>#2 - Big Idea/Cause </li></ul><ul><li>#3 - Set the Tone </li></ul><ul><li>#4 - Build the Plan </li></ul><ul><ul><li>Focus – Goals, Audience, Type of collaboration </li></ul></ul><ul><ul><li>Language </li></ul></ul><ul><ul><li>Incentives </li></ul></ul><ul><ul><li>Rules </li></ul></ul><ul><ul><li>Tools </li></ul></ul><ul><li>#5 - Validation of Program </li></ul><ul><li>#6 - Online platform </li></ul><ul><li>#7 - Seed & Release </li></ul><ul><li>#8 - Outreach/recruitment </li></ul>How to Plan It
    55. 55. Step by Step Community Development <ul><li>#9 - Staffing/governance </li></ul><ul><li>#10 - Sell across online and offline channels </li></ul><ul><li>#11 - Create activity/interactions - Activity depth/frequency </li></ul><ul><li>#12 – Stimulate Dialogue/Conversation </li></ul><ul><li>#13 – Provide Experiences to Support </li></ul><ul><li>#14 - Broadcast/link out to traditional worlds/play up success </li></ul><ul><li>#15 - Feedback to business </li></ul><ul><li>#16 - Reward allocation and announcement </li></ul><ul><li>#17 - Manage retention strategy – discover patterns and leverage, optimize or fix </li></ul><ul><li>#18 – Measurement, Insight and Refinement </li></ul>
    56. 56. 1. Organizational Audit <ul><ul><li>Does your firm have the passion for this? </li></ul></ul><ul><ul><li>Do your customers want this? </li></ul></ul><ul><ul><li>Do you want to truly listen/capitalize on your community’s/customer’s input? </li></ul></ul><ul><ul><li>Do you have the manpower and resources to support the effort? </li></ul></ul><ul><ul><li>Does your organization provide a consistent effort throughout the customer experience? </li></ul></ul><ul><ul><li>Can you make a large enough commitment to see the returns? </li></ul></ul><ul><ul><li>What areas of community input could you most benefit from? </li></ul></ul>
    57. 57. 2. Big Community Ideas That Stick <ul><li>S imple — find the core of the community and present it's essence </li></ul><ul><li>U nexpected — grab people's attention by surprising them and exceeding their expectations </li></ul><ul><li>C oncrete — make sure a community cause/mission can be grasped easily and remembered later </li></ul><ul><li>C redibility — give a community believability  and reason for its existence </li></ul><ul><li>C ollaborative – get people involved in the community </li></ul>
    58. 58. 2. Big Community Ideas That Stick <ul><li>E motion — help people see the importance of an community (visual) </li></ul><ul><li>E scape – get people immersed in the community in depth, frequency and intimacy </li></ul><ul><li>E volving – ensure the community changes and adapts based on member's involvement </li></ul><ul><li>S tories — inspire people to use a community through a great narrative/manifesto and ensure its relevant </li></ul><ul><li>S ocial – get people talking and connecting with each other </li></ul>
    59. 59. 3. Set The Tone
    60. 60. 4. Build The Plan – FLIRT Crowdsourcing Model Source: Sami Viitim ä ki, Flirt Crowdsourcing Model
    61. 61. FLIRT - Key Elements <ul><li>F ocus </li></ul><ul><li>L anguage </li></ul><ul><li>I ncentives </li></ul><ul><li>R ules </li></ul><ul><li>T ools </li></ul>Source: Flirt Crowdsourcing Model
    62. 62. Focus <ul><li>Business/Organizational/Customer Goals & Motivations </li></ul><ul><li>Type/scale of collaboration </li></ul><ul><li>Amount of Member Exclusivity </li></ul><ul><li>Audience/Depth of customer control </li></ul>
    63. 63. Focus - Marry All Party’s Interests and Capabilities <ul><li>Shared mission? </li></ul><ul><li>Benefits measurable? </li></ul><ul><li>Benefits visible? </li></ul><ul><li>Benefits valuable for </li></ul><ul><li>the investment of time/energy/money? </li></ul>
    64. 64. Focus – Type of Collaboration/Goals <ul><li>Innovation P&G’s Innocentive </li></ul><ul><li>Product development </li></ul><ul><ul><li>New Threadless </li></ul></ul><ul><ul><li>Existing My Starbucks </li></ul></ul><ul><li>Content generation Jones Soda </li></ul><ul><li>Decision making Marketocracy </li></ul><ul><li>Funding Cambrian House </li></ul><ul><li>Research – Insight TiVo </li></ul><ul><li>Customer Experience </li></ul><ul><ul><li>Support Intuit </li></ul></ul><ul><ul><li>Expanded occasions WD-40 </li></ul></ul><ul><ul><li>Optimal experience Specialized Rider’s Clubs </li></ul></ul><ul><li>Marketing </li></ul><ul><ul><li>Advertising Big Rock </li></ul></ul><ul><ul><li>Sales/Leads Ebay/Amazon </li></ul></ul><ul><ul><li>Word of Mouth Maker’s Mark </li></ul></ul><ul><li>Distribution Channel Amazon </li></ul><ul><li>Employee IBM </li></ul>Oftentimes, successful brand communities have multiple levels or types of collaboration
    65. 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
    66. 66. Focus - Audience- Building <ul><li>Who are they? </li></ul><ul><li>Who will be the first to seed? </li></ul><ul><li>How many of them? </li></ul><ul><li>Who qualifies? Why? </li></ul><ul><li>Characteristics? </li></ul><ul><li>What do they care about? What’s in it for them? </li></ul><ul><li>What do they talk about? </li></ul><ul><li>Who do they talk to? How do they interact? </li></ul><ul><li>How to contact/intercept them? </li></ul><ul><li>Is their an existing pool of people? </li></ul>
    67. 67. Who are the Natural Forming Groups
    68. 68. Key Community Audiences <ul><li>C reators - create content </li></ul><ul><li>C ritics – scrutinize content </li></ul><ul><li>C onnectors – recruit members/ link/aggregate others </li></ul><ul><li>C rowds – consume/validate content </li></ul>Source: Flirt Crowdsourcing Model
    69. 69. Interplay Among Audiences
    70. 70. Creators <ul><li>Generate original ideas/content </li></ul><ul><li>Compete for the best solution </li></ul><ul><ul><li>In it for: </li></ul></ul><ul><ul><ul><li>the challenge </li></ul></ul></ul><ul><ul><ul><li>learning </li></ul></ul></ul><ul><ul><ul><li>fame </li></ul></ul></ul><ul><ul><ul><li>recognition </li></ul></ul></ul><ul><ul><ul><li>explicit rewards </li></ul></ul></ul><ul><li>Key community need: </li></ul><ul><ul><li>feed intrinsic motivation </li></ul></ul><ul><ul><li>offer relevant extrinsic motivation </li></ul></ul><ul><ul><li>ensure sufficient level of creative freedom </li></ul></ul>
    71. 71. Critics & Connectors <ul><li>Involved in the conversation </li></ul><ul><li>Spread the word </li></ul><ul><li>Aim to influence a large # of people </li></ul><ul><ul><li>In it for – Critics: </li></ul></ul><ul><ul><ul><li>emphasize opinions </li></ul></ul></ul><ul><ul><ul><li>seek authority among their audience </li></ul></ul></ul><ul><ul><li>In It for – Connectors: </li></ul></ul><ul><ul><ul><li>emphasize sharing </li></ul></ul></ul><ul><ul><ul><li>seek to connect with a large audience </li></ul></ul></ul><ul><li>Key community need: </li></ul><ul><ul><li>Be transparent & authentic </li></ul></ul><ul><ul><li>Enable effective conversation </li></ul></ul><ul><ul><li>Interact </li></ul></ul>
    72. 72. Crowds <ul><li>Low-level participation; activate in key events </li></ul><ul><li>Consume/vote on content </li></ul><ul><li>Decide what truly has value and what is useless – link to mainstream </li></ul><ul><li>Communicate mostly with ”friends” </li></ul><ul><ul><li>In it for: </li></ul></ul><ul><ul><ul><li>Participation ease, content and information </li></ul></ul></ul><ul><ul><ul><li>Entertainment/services/education/experience </li></ul></ul></ul><ul><li>Key Community Need: </li></ul><ul><ul><li>eliminate barriers to participation </li></ul></ul><ul><ul><li>show influence in real time </li></ul></ul><ul><ul><li>draw into deeper levels of participation </li></ul></ul>
    73. 73. Language <ul><li>Authenticity </li></ul><ul><li>Transparency </li></ul><ul><li>Understand & respect </li></ul><ul><ul><li>context </li></ul></ul><ul><ul><li>customer </li></ul></ul><ul><li>Know social objects & emphasize social verbs </li></ul><ul><li>Human </li></ul><ul><li>Show them you’re affected </li></ul>
    74. 74. Incentives <ul><li>Intrinsic </li></ul><ul><ul><ul><li>Better life </li></ul></ul></ul><ul><ul><ul><li>Challenge </li></ul></ul></ul><ul><ul><ul><li>Creativity </li></ul></ul></ul><ul><ul><ul><li>Satisfying curiosity </li></ul></ul></ul><ul><ul><ul><li>Learning </li></ul></ul></ul><ul><ul><ul><li>Fun & Enjoyment </li></ul></ul></ul>
    75. 75. Incentives <ul><li>Extrinsic </li></ul><ul><ul><ul><li>Fame </li></ul></ul></ul><ul><ul><ul><li>Recognition (peer & company) </li></ul></ul></ul><ul><ul><ul><li>Access to channels & resources </li></ul></ul></ul><ul><ul><ul><li>Reciprocity / community </li></ul></ul></ul><ul><li>Explicit </li></ul><ul><ul><ul><li>Own products and services </li></ul></ul></ul><ul><ul><ul><li>3rd party offerings </li></ul></ul></ul><ul><ul><ul><li>Other non-monetary rewards </li></ul></ul></ul><ul><ul><ul><li>Cash rewards </li></ul></ul></ul>
    76. 76. Rules <ul><li>Shared focus and objectives </li></ul><ul><li>Manifesto – communicate themes </li></ul><ul><li>Rules of initiation </li></ul><ul><li>Rules of interaction </li></ul><ul><li>Rules of intellectual exchange </li></ul><ul><li>Manufacturing constraints </li></ul><ul><li>Arbitrary rules </li></ul><ul><li>Rules/guidelines to spur creativity </li></ul><ul><li>Governance – who makes new rules? </li></ul>
    77. 77. Tools <ul><li>Platform </li></ul><ul><ul><li>own / 3rd party / hybrid </li></ul></ul><ul><ul><li>Singular/multiple </li></ul></ul><ul><li>Tools for creation/developement </li></ul><ul><ul><li>web service / physical devices / ideas </li></ul></ul><ul><li>Tools for activity – see next slide </li></ul><ul><li>Skills & Knowledge </li></ul><ul><ul><li>required education/prvious use </li></ul></ul><ul><li>Company tools </li></ul><ul><ul><li>internalizing/converting it into action </li></ul></ul>
    78. 78. The 11Cs - Tools for Communities <ul><li>Categorization i.e. tagging, sections, levels, lists </li></ul><ul><li>Collective Wisdom i.e. rating, ranking, voting, polls </li></ul><ul><li>Co-creation/collaboration i.e. CGM, ideas, reviews </li></ul><ul><li>Competition i.e. rewards, contests, status </li></ul><ul><li>Customization i.e. widgets, avatars, profiles </li></ul><ul><li>Conversation i.e. blogs, forums, comment, </li></ul>
    79. 79. The 11Cs - Tools for Communities <ul><li>Connection i.e. messaging, integration, feeds </li></ul><ul><li>Contextual i.e. mobile, offline, online, IM </li></ul><ul><li>Community i.e. social networks, groups, teams </li></ul><ul><li>Communication i.e. photo/video/albums/news </li></ul><ul><li>Culture i.e. recruitment, engagement, causes </li></ul>
    80. 80. Amazon - Designed for Socialness
    81. 81. 5. Validation of Community <ul><li>User experience/ comprehension? </li></ul><ul><li>Member qualification? </li></ul><ul><li>Technical scalability/flexibility? </li></ul><ul><li>Seamless integration? </li></ul><ul><li>Data integrity? </li></ul>
    82. 82. 5. Validation of Community <ul><li>Creative/design acceptance? </li></ul><ul><li>Word of Mouth Referral appeal/Net Promotability? </li></ul><ul><li>Browser acceptance? </li></ul><ul><li>SEO friendliness? </li></ul><ul><li>Analytics? </li></ul>
    83. 83. Evaluating a Great Digital Brand Experience Source: Logic+Emotion
    84. 84. How To Build a Brand Community
    85. 85. Step by Step Community Development <ul><li>#1 - Organizational Audit </li></ul><ul><li>#2 - Big Idea/Cause </li></ul><ul><li>#3 - Set the Tone </li></ul><ul><li>#4 - Build the Plan - FLIRT Crowdsourcing Model </li></ul><ul><ul><li>Focus – Goals, Audience, Type of collaboration </li></ul></ul><ul><ul><li>Language </li></ul></ul><ul><ul><li>Incentives </li></ul></ul><ul><ul><li>Rules </li></ul></ul><ul><ul><li>Tools </li></ul></ul><ul><li>#5 - Validation of Program </li></ul><ul><li>#6 - Online platform </li></ul><ul><li>#7 - Seed & Release </li></ul><ul><li>#8 - Outreach/recruitment </li></ul>How to Build It
    86. 86. 6. Online Platform - Factors <ul><li>Goals of site? </li></ul><ul><li>Design expectation? </li></ul><ul><li>Open source/proprietary? </li></ul><ul><li>Depth of communication? </li></ul><ul><li>Brand/community facilitation? </li></ul><ul><li>Exclusivity requirement? </li></ul><ul><li>Sophistication level of audience? </li></ul><ul><li>Need for dialogue? </li></ul><ul><li>Cost and resource intensity? </li></ul><ul><li>Privacy requirements? </li></ul>
    87. 87. 6. Online Platform - Options <ul><li>Community Portal - Mozilla </li></ul><ul><li>Closed Influencer Network – P&G Tremor and Vocalpoint </li></ul><ul><li>Forum-based – Intuit </li></ul><ul><li>Blog-based – Stonyfield Farms </li></ul><ul><li>” Create, Rate and Develop” User-Generated Based Site – Threadless </li></ul><ul><li>Branded social network – Bud TV </li></ul><ul><li>Community Microsite – Dos Equis </li></ul><ul><li>Cause-related site – VanCity’s Change Everything </li></ul><ul><li>Virtual World – MyCoke.com </li></ul><ul><li>AdverGames – BK Games </li></ul>
    88. 88. Why Build Your Own Community (vs. operate on someone else’s network) <ul><li>Act as a destination for all other inititaives </li></ul><ul><li>Identifies higher order advcoates </li></ul><ul><li>It remains as a shared asset with your participants (not part of somebody’s else agenda) </li></ul><ul><li>Costs are controllable </li></ul><ul><li>Flexibility of purpose, design and longevity </li></ul><ul><li>The OFFICIAL authority and source platform for company social information </li></ul>
    89. 89. Drawbacks of Creating Your Own <ul><li>Level of honesty/transparency </li></ul><ul><li>Lack of scale and traffic </li></ul><ul><li>Objectivity </li></ul><ul><li>Resource intensity and trouble shooting too difficult to manage </li></ul><ul><li>Lack of member centricity or sufficient news </li></ul>
    90. 90. 7. Seed & Release - <ul><li>Refrain from mass marketing support of your community until you have built up a bank of social currency and seed advocates </li></ul><ul><li>Alpha – internal people </li></ul><ul><li>Beta – small external, early adopting group </li></ul><ul><li>Community managers – initial outreach </li></ul><ul><li>Launch Influencers – powerful grassroots media and word of mouth transmitters </li></ul>
    91. 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. 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
    93. 93. Pace of Expansion - Flickr <ul><li>“ 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” </li></ul><ul><li>“ 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. “ </li></ul><ul><li>“ 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.” </li></ul>
    94. 94. 8. Outreach and Recruitment - <ul><li>Existing audience </li></ul><ul><ul><li>Employees </li></ul></ul><ul><ul><li>Database – Customers, Stakeholders, Suppliers </li></ul></ul><ul><ul><li>Referral – Fans, Enthusiats </li></ul></ul><ul><li>Online </li></ul><ul><ul><li>Search/SEO </li></ul></ul><ul><ul><li>Referral </li></ul></ul><ul><ul><li>Social media/links </li></ul></ul><ul><ul><li>Viral/video sharing </li></ul></ul><ul><ul><li>Social networks </li></ul></ul><ul><ul><li>Online ads </li></ul></ul><ul><ul><li>Widgets </li></ul></ul>
    95. 95. 8. Outreach and Recruitment - <ul><li>Offline </li></ul><ul><ul><li>Intercepts </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Consumer/Trade Shows </li></ul></ul><ul><ul><li>Brand Experience </li></ul></ul><ul><ul><li>Kiosk </li></ul></ul><ul><ul><li>PR/Stunts/Buzz </li></ul></ul><ul><ul><li>Paid media/promotion </li></ul></ul><ul><ul><li>Retail expsoure </li></ul></ul><ul><ul><li>Referrals </li></ul></ul>
    96. 96. The Law of the Social Few <ul><li>The 50-20-10-1 Rule </li></ul><ul><ul><ul><li>50% of people will passively participate/repeat </li></ul></ul></ul><ul><ul><ul><li>20% will actively and frequently consume/trade content </li></ul></ul></ul><ul><ul><ul><li>10% chime in opinions/rate and vote on content </li></ul></ul></ul><ul><ul><ul><li>1% develop and innovate content </li></ul></ul></ul><ul><li>Traffic is found in the social aspects of a community: </li></ul><ul><ul><ul><li>” 80% of Facebook users post on a wall” </li></ul></ul></ul><ul><ul><ul><li>The average social networker has 79 friends </li></ul></ul></ul><ul><ul><ul><li>The top two reasons people join communities are to: </li></ul></ul></ul><ul><ul><ul><ul><li>Connect with other like-minded people </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Ability for members to help others </li></ul></ul></ul></ul>
    97. 97. How To Maintain a Brand Community
    98. 98. How to Avoid This…
    99. 99. Biggest Obstacles Managing Brand Communities <ul><li>Getting people involved in the community (51 percent) </li></ul><ul><li>Finding enough time to manage the community (45 percent) </li></ul><ul><li>Attracting people to the community (34 percent) </li></ul>Source:Deloitte/SNCR
    100. 100. Step by Step Community Development <ul><li>#9 - Staffing/governance </li></ul><ul><li>#10 - Sell across online and offline channels </li></ul><ul><li>#11 - Create activity/interactions - Activity depth/frequency </li></ul><ul><li>#12 – Stimulate Dialogue/Conversation </li></ul><ul><li>#13 – Provide Experiences to Support </li></ul><ul><li>#14 - Broadcast/link out to traditional worlds/play up success </li></ul><ul><li>#15 - Feedback to business </li></ul><ul><li>#16 - Reward allocation and announcement </li></ul><ul><li>#17 - Manage retention strategy – discover patterns and leverage, optimize or fix </li></ul><ul><li>#18 – Measurement, Insight and Refinement </li></ul>How to Maintain It
    101. 101. 9. Staffing and Governance <ul><li>Organization vs. Community-led? </li></ul><ul><li>Staffing? </li></ul><ul><li>Policies? </li></ul><ul><li>Policing/Handling disputes? </li></ul><ul><li>Meritocratic hierachy? </li></ul>
    102. 102. The Role of the Brand Evangelist – Core Responsibilities <ul><li>Community Advocate - engaging customers by responding to their requests and needs </li></ul><ul><li>Brand Evangelist - host and promote events, products and launches to customers by using blogs, social networks, targeted seeding and conversational discussions </li></ul><ul><li>Communication Owner – microsite and blog editorial planning, content, publishing and follow up; identifying and inspiring advocates, and embracing detractors </li></ul><ul><li>Community Filter - responsible for gathering the requirements of the community in a responsible way and presenting it to client teams </li></ul><ul><li>Moderator/Ombudsperson/Police </li></ul><ul><li>Crowdsourcer </li></ul>
    103. 103. Brand Evangelist - Tasks <ul><ul><li>Program manager/developer – overall leadership of program </li></ul></ul><ul><ul><li>Events host – be the face of the brand and community at sponsored events </li></ul></ul><ul><ul><li>Recruitment lead – become a rallying point for inviting people in </li></ul></ul><ul><ul><li>Blog author/announcements – post frequently updates and successes of the community </li></ul></ul><ul><ul><li>Forum moderation –spark lively debate and exchange within forums </li></ul></ul><ul><ul><li>Research collector – ensuring the proper info gets collected and insights generated </li></ul></ul><ul><ul><li>Online administrator – handling uploads and downloads of information online </li></ul></ul>
    104. 104. Brand Evangelist – Tasks (cont’d) <ul><ul><li>Community ambassador – being the face of this program with key stakeholders </li></ul></ul><ul><ul><li>Personal concierge – interacting one on one with new and VIP members </li></ul></ul><ul><ul><li>Client team intermediary, go-to and on-the-ground person </li></ul></ul><ul><ul><li>Product educator – mentoring loyal customers and new people </li></ul></ul><ul><ul><li>Mystery shopper/street/online intercepts –identifying true influencers </li></ul></ul><ul><ul><li>Pushing the membrane – online/offline outreach – executing creative ideas that push the brand into new exciting areas </li></ul></ul><ul><ul><li>Client stir stick – being the conscience of the community inside the company </li></ul></ul>
    105. 105. Brand Evangelist - Skills <ul><li>Resilience, passion, persistence </li></ul><ul><li>A keen sense about or an active participant in the community of interest </li></ul><ul><li>Project management - being able to handle multiple tasks at the same time with a customer service orientation </li></ul><ul><li>Creative - willing to try new things, to be self-starting and obsessed with – measurement as well. </li></ul><ul><li>Communication skills – comfortable speaking offline/online </li></ul>
    106. 106. Brand Evangelist - Skills <ul><li>Social – likable, conversational and want to find and attract a passionate audience </li></ul><ul><li>Helping move mountains – assisting teams in getting community and thus client and members to be as successful as it can be </li></ul><ul><li>Encourage word of mouth and community - starting the conversation, recruiting others to join & ensuring that it continues </li></ul><ul><li>Experience with, and passion for, creating and consuming new content types: websites, social networks, blogs, podcasts, wikis, etc. </li></ul>
    107. 107. 10. Online/Offline Expansion <ul><li>Infect the customer experience with community touchpoints from front to back </li></ul><ul><li>Ask questions, spawn debate & drive traffic in your mass communication </li></ul><ul><li>Cement existing membership by sponsoring offline events </li></ul><ul><li>Extend out to social networks </li></ul><ul><li>At scale, create offshoot subgroups and community branches </li></ul>
    108. 108. Community Extensions <ul><li>Video – i.e. YouTube </li></ul><ul><li>Photo – i.e. Flickr </li></ul><ul><li>Social Networks – i.e.Facebook </li></ul><ul><li>Bookmarking – i.e. Stumble Upon </li></ul><ul><li>Microblogging – i.e. Twitter </li></ul><ul><li>Mashups – i.e. Google </li></ul><ul><li>Widgets – i.e. Wordpress </li></ul><ul><li>Events – i.e. Upcoming </li></ul><ul><li>eCommerce – i.e. Craigslist </li></ul><ul><li>Search engines – i.e. Technorati </li></ul><ul><li>Wiki-based sites – i.e. Wikipedia </li></ul><ul><li>Location-based site – i.e. Brightkite </li></ul>
    109. 109. 11. Activity/Interactions <ul><li>Design to terminate barriers to participation </li></ul><ul><li>Create a real sense of vibrancy and content </li></ul><ul><li>Draw people deeper step by step </li></ul><ul><li>Personalized appreciation and attention </li></ul><ul><li>Create additional bank of social currency </li></ul>
    110. 110. Community Success Drivers
    111. 111. Options for Continued Engagement <ul><li>Nominate/Gift Others </li></ul><ul><li>Polls/Tests/Games </li></ul><ul><li>Broadcast Profile/Get Fame </li></ul><ul><li>Testimonials/Sharing Stories </li></ul><ul><li>Referral/Team Building </li></ul><ul><li>Influence company direction </li></ul><ul><li>Playback successes </li></ul><ul><li>Become Recognized </li></ul><ul><li>Create Avatars/Personalization </li></ul><ul><li>Competitions/Challenges/Memes </li></ul><ul><li>Influencer-generated marketing </li></ul><ul><li>Local meetups/special events </li></ul><ul><li>Compilations/submissions/memes </li></ul><ul><li>Earn Influence Points </li></ul><ul><li>Support charity/cause </li></ul><ul><li>Customized rewards/treatment </li></ul><ul><li>Win privileged Access </li></ul><ul><li>Add multimedia (music/objects) </li></ul>
    112. 112. 12. Dialogue/Conversations <ul><li>Tone of Voice </li></ul><ul><li>Engagement Rules </li></ul><ul><li>Tyoes of Conversations </li></ul><ul><ul><li>Ongoing, dynamic, currency </li></ul></ul><ul><li>Design to draw people deeper step by step </li></ul><ul><ul><li>New guests </li></ul></ul><ul><ul><li>Members </li></ul></ul><ul><ul><li>VIps </li></ul></ul>
    113. 113. Tone of Voice <ul><li>Pay attention </li></ul><ul><li>Be human </li></ul><ul><li>Demonstrate authenticity </li></ul><ul><li>Participate actively </li></ul><ul><li>Facilitate consumer customization/control </li></ul>
    114. 114. Engage in 27 Types of Conversation <ul><li>Acknowledge receipt </li></ul><ul><li>Advertise something </li></ul><ul><li>Answer question </li></ul><ul><li>Ask a question </li></ul><ul><li>Augment a post </li></ul><ul><li>Call for action </li></ul><ul><li>Disclose personal info </li></ul><ul><li>Distribute media </li></ul><ul><li>Express agreement </li></ul>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
    115. 115. 13. Supporting Experiences <ul><li>Qualified community members should be exposed to an immersive brand/product experience before any substantial community activity occurs: </li></ul><ul><li>The experience should provide one of the following: </li></ul><ul><ul><li>Exclusivity </li></ul></ul><ul><ul><li>Entertainment </li></ul></ul><ul><ul><li>Education </li></ul></ul><ul><ul><li>Escape </li></ul></ul><ul><ul><li>Aesthetic/sensory </li></ul></ul><ul><ul><li>Customization/personalization and/or </li></ul></ul><ul><ul><li>Interaction </li></ul></ul>
    116. 116. 13. Supporting Experiences <ul><li>Examples </li></ul><ul><ul><li>Product based- free product/trial </li></ul></ul><ul><ul><li>Experience Based – special event </li></ul></ul><ul><ul><li>VIP-Based – sneak preview </li></ul></ul><ul><ul><li>Activity-Based – competition </li></ul></ul><ul><ul><li>Research-based – beta tester panel </li></ul></ul><ul><ul><li>Altruism – goodwill badging/gifting </li></ul></ul>
    117. 117. 14. Playback Successes <ul><li>Celebrate milestones </li></ul><ul><li>Broadcast the process involved </li></ul><ul><li>Show how contributions have impacted brand </li></ul><ul><li>Feature members, stories and tesimonials </li></ul><ul><li>Create network effects – the more people who join, the more everybody benefits </li></ul>
    118. 118. 15. Feedback to Brand <ul><li>Types of Feedback </li></ul><ul><li>Traffic/Membership </li></ul><ul><li>Engagement/Attention </li></ul><ul><li>Advocacy/Net Promotability </li></ul><ul><li>Sales/Conversion </li></ul><ul><li>Content </li></ul><ul><li>Visibility </li></ul><ul><li>Insight/Ideas </li></ul><ul><li>Support/Sentiment </li></ul><ul><li>Linkage ot Goals </li></ul>
    119. 119. Most Popular Community Metrics <ul><li>- 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% </li></ul>
    120. 120. Most Popular Community Metrics(cont’d) <ul><li>- 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% </li></ul>
    121. 121. 16. Reward Allocation/Announcements <ul><li>Frequency? </li></ul><ul><li>Criteria? </li></ul><ul><li>Experiential/Virtual? </li></ul><ul><li>Expectedness? </li></ul><ul><li>Reciprocity? </li></ul><ul><li>Motivation? </li></ul><ul><li>Sustainability? </li></ul><ul><li>Broadcast winners? </li></ul>
    122. 122. 16. Types of Rewards <ul><li>Experiences/events </li></ul><ul><li>Free product </li></ul><ul><li>Badges/merchandise </li></ul><ul><li>Tokens/Treats </li></ul><ul><li>Money (for transparent effort) </li></ul><ul><li>Charity </li></ul><ul><li>Non-Monetary Rewards </li></ul><ul><li>VIP Status </li></ul><ul><li>Rankings </li></ul><ul><li>Points </li></ul><ul><li>Influence </li></ul><ul><li>Featured Fame </li></ul>
    123. 123. 17. Retention Strategy <ul><li>Identify your front row, treat them as VIPs </li></ul><ul><li>Understand triggers and dead zones </li></ul><ul><li>Assess ongoing needs of community </li></ul><ul><li>Extend out to different on ramps and off ramps </li></ul><ul><li>Max out on positive engagement rules... </li></ul>
    124. 124. Member Engagement Rules <ul><li>Be willing to acknowledge and value what I have to say (yes, and…not no but…) </li></ul><ul><li>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) </li></ul><ul><li>Let me know what you want me to do. And how? And Why? </li></ul><ul><li>Give me a platform to drive my attention and make me look good </li></ul><ul><li>What thing – however small – can you do to improve my life </li></ul>
    125. 125. Member Engagement Rules <ul><li>Play – if it seems easy and fun, I’ll ask someone else to play </li></ul><ul><li>Understand the environment – set the tone and determine what’s good and bad </li></ul><ul><li>If I’m going to be involved, you need to be involved </li></ul><ul><li>Love your 1 percenters </li></ul><ul><li>It doesn’t matter what you say, if I don’t like how you say it </li></ul>
    126. 126. Member Engagement Rules <ul><li>Make mistakes, admit them, change and move on </li></ul><ul><li>Lower barriers – make this relationship low maintenance, add complexity later </li></ul><ul><li>Let the mess show – show me more and I’ll trust you more </li></ul><ul><li>Share your secrets – tell me something I don’t know and make me feel special </li></ul>
    127. 127. Member Engagement Rules <ul><li>15) Be changed – show me that you’ve listened </li></ul><ul><li>16) Show humanity </li></ul><ul><li>17) There are no rules, just guidelines </li></ul><ul><li>Source: Change This, Cherkoff/Moore </li></ul>
    128. 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
    129. 129. 18. Measurement, Insight, Refinement <ul><li>Audit community </li></ul><ul><li>Review vs. goals </li></ul><ul><li>Quarterly reviews w/ brand </li></ul><ul><li>Consider revised: </li></ul><ul><ul><li>Features/Content </li></ul></ul><ul><ul><li>Extensions/Contractions </li></ul></ul><ul><ul><li>New Audiences </li></ul></ul><ul><ul><li>New Applications </li></ul></ul><ul><li>Broadcast value and commitment internally </li></ul>
    130. 130. 51 Brand Communities
    131. 131. 1. Nike Plus
    132. 135. Standard Corporate Blogging, nowadays a no-brainer.
    133. 136. New Trends, video segments and user-generated video (If BYO don’t forget to make it linkable, embedable)
    134. 138. It turns out, the kids are crazy for Linux. (but consider, how representative is the audience?)
    135. 139. 3. Brewtopia
    136. 140. 4. Method “People Against Dirty”
    137. 142. 5. eBay Powersellers
    138. 143. 6. Amazon
    139. 144. 7. BMW Mini Owner’s Lounge
    140. 145. 8. Lego Ambassadors Programs
    141. 147. 9. Threadless
    142. 148. 10. BBC
    143. 149. 11. Innocentive – P&G
    144. 150. 12. CrowdSpirit
    145. 151. 13. Fast Company
    146. 152. 14. A Swarm of Angels
    147. 153. 15. Red Bull
    148. 154. 17. Ben & Jerry’s
    149. 155. 18. WD-40 Fan Club
    150. 156. 19. Virgin Insiders (Sugar Mama)
    151. 157. 20. American Express- Member’s Project
    152. 158. Chris Matthews, Specialized’s Marketing Guru 21. Specialized Rider’s Club
    153. 160. 22. MyCoke.com
    154. 161. 23. Maker’s Mark Ambassador Embassy
    155. 162. 24. Electrolux Design Lab
    156. 163. 25. Mastercard – Priceless.com
    157. 165. 26. Domino’s - BFD Builder
    158. 166. 27. Starbucks - My Starbucks Idea
    159. 167. 28. Oracle OpenWorld
    160. 168. 29. My Football Club
    161. 169. 30. Lomographic Society International
    162. 170. 31. Mozilla Firefox
    163. 171. 32. Toyota Hybrid
    164. 172. 33. VanCity – Change Eveyrthing
    165. 173. 33. Chapters/Indigo
    166. 174. 34. NetFlix
    167. 176. 35. Obama’08
    168. 177. 36. Ron Paul
    169. 179. 37. Zopa
    170. 180. 38. Cambrian House
    171. 181. 39. Big Rock Brewery - Friends of Big Rock
    172. 182. 40. Jones Soda
    173. 184. 41. Fiskars
    174. 186. 41. Ducati
    175. 187. 42. Jeep Community
    176. 188. 43. Innocent Drinks
    177. 189. 44. Marketocracy
    178. 190. 45. Current TV
    179. 191. 46. Starwood’s The Lobby
    180. 192. 46.Intuit Quickbooks
    181. 193. 47. Lululemon
    182. 194. 48. Stormhoek Wines
    183. 195. 49. Effem Foods – M&Ms mBassador program
    184. 196. 50. Freshbooks
    185. 197. 51. The Ikea Fans Club
    186. 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…
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