2. Brand Community
Focuses on the connections between
consumers, formed on the basis of
attachment to a brand
➔ Emotional
◆ Support and encouragement
➔ Humanitarian
◆ Explore ways to contribute to the
greater good
➔ Explore
◆ Discover interests and skills
3. Being Girl (Procter and Gamble)
➔ Resource for young, teenage girls, to connect and find out
answers about growing up
4. Being Girl
Goal: Global reach, build brand loyalty for a
lifetime
➔ Encourages participation
◆ Q&A on topics such as
menstruation, eating disorders,
acne, and dating
◆ Links to quizzes, games, polls, social
media
➔ Advertises
◆ Links to products (Always, Tampax)
5. BeingGirl Success Factors
Intervention
➔ Keep content fresh
◆ Post screening
◆ 100% user
generated
Value Creation
➔ Great content
◆ Big sister approach
◆ Q&A on topics such
as menstruation,acne
➔ Emotional ties
◆ Build confidence
➔ CRM
◆ Samples, mailings,
emails
Harvesting
➔ Bottom line benefits
◆ Increased sales
◆ ROI, delivered 4X the
Return on Investment
(ROI) of traditional
marketing
◆ Cost savings
◆ Product innovation
6. Goal: Create a platform for innovation and
customer feedback, improve customer
experience
➔ Free Ideas
◆ Product innovation
➔ Implementation=loyalty
◆ Over 300 have been
implemented
◆ “Starbucks listens to me”
My Starbucks Idea
7. My Starbucks Idea Success Factors
Harvesting
➔ Business Intelligence
◆ Product innovation
● Hundreds
implemented
◆ Cost savings
◆ Increased loyalty
Intervention
➔ Starbucks Idea Partners
◆ Talk to customers
◆ Filter ideas
Value Creation
➔ Human collaboration
◆ Product ideas
◆ Experience ideas
◆ Involvement ideas
➔ Validation (emotional)
◆ Votes
◆ Implementation
