Building Brand Communities - OMN London - Richard Millington

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Richard Millington's brilliant presentation from the OMN London event on the 30th August 2012

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Building Brand Communities - OMN London - Richard Millington

  1. 1. Building SuccessfulBranded Communities How you can succeed where most organizations fail Richard Millington www.feverbee.com richard@feverbee.com @RichMillington
  2. 2. Most branded communities areghost towns
  3. 3. 90% of branded online communities have less than 100 active members - WSJ, 2008
  4. 4. Text
  5. 5. It’s time for aradical rethink
  6. 6. Why do brandedonline communities fail?
  7. 7. The Coca-ColaDilemma
  8. 8. pinpointthe strong common interest
  9. 9. TimeHobbies Jobs Travel Media(books/magazines)
  10. 10. Money Cars Holidays HomesInvestments
  11. 11. Emotions& Identity
  12. 12. Expensive Time•Cars •Books/magazines/TV shows•Money •Video games•Holidays •Sports•Laptops •Travel products•Designer suits •Hobbies (e.g. gardening) Emotional Reaction•Good causes Representative•Politicians •Apple Products•Relationships •Red Bull•Personality products •Green Products(Innocent drinks, Haagen- •Job/Career-relatedDaaz, Jetblue) •Nike Trainers•Sports teams
  13. 13. Don’t fall victim to‘Big Launch Syndrome’
  14. 14. StartStart small small
  15. 15. StartStart small small Grow big
  16. 16. Make the community aboutthe community
  17. 17. Use SimpleTechnology Forums Mailing lists White Label Open Source
  18. 18. Learn to build thriving online communitiespillarsummit.com (Registration closes Sept 24)
  19. 19. Free Community Resources!! www.pillarsummit.com/omn
  20. 20. Any questions?

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