1. April 2012 |
1
Netnography & Brand
26
April
2012
Communities

2. April 2012 | Smark | Brands & Communities
Agenda 2
• Brand Communities and Branded Communities
• Investigating perceptions via Netnography
• Case Study / Example
• Q&A

3. April 2012 |
3
Intro
Brand
Communities
and Branded
Communities

4. April 2012 | Smark | Brands & Communities
Brand(ed) Communities 4
“A brand community is a specialized, non-geographically bound
community, based on a structured set of social relations among
admirers of a brand. […]Brand communities exhibit three traditional
markers of community: shared consciousness, rituals and
traditions, and a sense of moral responsibility.” Muniz Albert M. Jr. and Thomas
C. O’Guinn (2001), Brand Community, Journal of Consumer Research, 27 (March), 412-32.
Brand communities will become branded
communities (owned by brands)

5. April 2012 | Smark | Brands & Communities
Brand Communities 5

6. April 2012 | Smark | Brands & Communities
Member Types within Brand Communities 6

7. April 2012 | Smark | Brands & Communities
Examples of Brand Communities 7
FMCG
brands
will
gain
foothold
within
brand(ed)
communiAes

8. April 2012 | Smark | Brands & Communities
Past – Present – Future 8
Past
Present
Future
Support
Groups
Brand
Brand
Communi3es
Communi3es
Mul3
Level
Marke3ng
Crowd
Sourcing
Branded
Communi3es
Mul3
Level
Marke3ng
Crowd
Sourcing
FragmentaAon
lies
Mul3
Level
ahead!
Marke3ng

9. April 2012 | Smark | Brands & Communities
Inspiration Sources for Brand(ed) Communities 9

10. April 2012 | Smark | Brands & Communities
Information Needs for Marketers 10
Who
is
in
charge
with
talking
to
them
?
Ideas
How
many
• New
Products
• Communi3es
• Customer
• Individuals
Service
How
are
How
can
we
they
intervene
organized
What/
when
do
they
talk
about
us
Case
Study

11. April 2012 | Smark | Brands & Communities
Information Needs for Marketers 11
Who
is
in
charge
with
talking
to
Netnography
them
?
Ideas
How
many
• New
Products
• Customer
Service
• Communi3es
• Individuals
Social
Networks
Analysis
Classic
Market
Research
How
are
How
can
we
they
intervene
organized
Data
overload
is
What/
when
do
they
talk
the
key
issue.
about
us
Language
barrier
next.

12. April 2012 |
12
Investigating Perceptions via
Netnography

13. April 2012 | Smark | Brands & Communities
One Brand. Many Consumer Perspectives 13
• They say beauty is in the eye of the beholder. And on the internet everybody is somebody.
• Companies use Netnography methods to:
• Investigate issues related to a brand’s reputation
• Uncover novel usage methods and product ideas

14. April 2012 | Smark | Brands & Communities
We Make Sense out of Online Conversations 14
Forums
Blogs
TwiOer
Online
Facebook
Websites
Media
Other
Newspapers
Opinion
Leaders
• Consumer generated messages are of different shapes and size and we make sense out of them.
• We identify 3 main types of messages: 1 Consumer-led media, 2 media channels shared
between brands and consumers and 3 third-party platforms such as newspapers

15. April 2012 | Smark | Brands & Communities
The 5 Steps towards Netnography Reports 15
1. Orientation
Orienta3on
• First we have an in-depth discussion with the client.
We learn as much as possible about the brand.
• We also identify the main sources of consumer
generated media
Hypothesis
Feedback
2. Hypothesis
• Brainstorming generates the a priori list of concepts
Field-­‐
work
and keywords
3. Fieldwork
• We collect data points and react to any additional
keywords and concepts which come up during this
Analysis
stage
4. Analysis
• Identifying trends, clusters and correlations
Report
&
recommenda3ons
5. Recommendations

16. April 2012 |
16
Case Study

17. April 2012 | Smark | Brands & Communities
17
Types of Communities
From Daedalus Socialyzer (Facebook Analysis)

18. April 2012 | Smark | Brands & Communities
Engagement Matrix RO – Type of Communities 18
0.025%
Missionary Engaged
0.020%
Bubble Size: Doncafe
Comment
Rate
0.015%
Share Rate
Lay's
0.010%
L'Oréal
Ursus
s
bran ds
Legend
Orange 2
cosme3c
Food&
Drink
Bitdefender Nivea
0.005%
Other
FMCG
Pepsi
IT&C
Passive
Retail
Lenor Parfumelle
Closed
Lidl
0.000%
0.000% 0.050% 0.100% 0.150% 0.200% 0.250%
Like Rate
Period covered: December 2011, January 2012 and February 2012

19. April 2012 | Smark | Brands & Communities
Nivea Romania Engagement Profile 19
Media Type Performance Post Subjects
0.014%
0.012%
Bubble Size:
Comment Picture
0.010% Rate
Share Rate
0.008%
Link
0.006%
0.004%
Link - blog/site
0.002%
Text
0.000%
0.000% 0.050% 0.100% 0.150% 0.200% 0.250% 0.300%
Like Rate
Highest
rates
of Media
Type What
it
says
Probabil
cel
mai
popular
gest
de
iubire,
sarutul,
e
acea
experienta
care
ne
aduce
mai
aproape
de
cel
drag
;).
Pentru
senzatii
neasteptate,
rasfatati-­‐va
buzele
cu
balsamul
NIVEA
Lip
Care
Fruity
Shine
CHERRY.
Picture Ingredientele
naturale
precum
uleiul
de
migdale,
uleiul
de
jojoba
si
untul
de
shea
va
vor
lasa
buzele
moi
si
catifelate,
iar
aroma
de
cirese
si
nuanta
glossy
discreta
vor
Ki
arma
voastra
secreta
in
jocul
seductiei.
Incercati-­‐l!
Picture Fetelor,
iata
intrebarea
zilei:
par
drept
sau
par
ondulat?
Fetelor,
astazi
va
incurajam
sa
dati
frau
liber
creativitatii.
Picture Iata
un
pont
care
va
va
ajuta
sa
va
surprindeti
iubitul
cu
un
mic
dejun
romantic
de
Ziua
Indragostitilor.
Pentru
rezultate
surprinzatoare,
e
suKicient
sa
urmati
pasii
de
mai
jos.
Sa
ne
spuneti
cum
a
iesit
;)
Period covered: December 2011, January 2012 and February 2012

20. April 2012 | Smark | Brands & Communities
20
Sunscreen Community
From Netnography

21. April 2012 | Smark | Brands & Communities
Where We Searched for Opinions 21
General
Interests
Mothers
• forum.soVpedia.com
• www.desprecopii.com
• www.copilul.ro
• forum.7p.ro
• www.bebelu.ro
Medical
Communi3es
Lifestyle
• forum.romedic.ro
• www.eva.ro
• forum.an3concep3onale.ro
• www.kudika.ro
• www.garbo.ro
• www.miresici.ro
• danasota.com

22. April 2012 | Smark | Brands & Communities
Google search evolution – Romanian websites - Sunscreen 22
Videos Blogs
35 33 12,000
30 9670
10,000
25
8,000
20 18 5850
6,000
15
11 10 11
9 4,000 2980
10
2,000
5 911
32 185
0 0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Forums All
websites
12,000
10900 1,400,000
1,250,000
10,000 1,200,000
8,000 1,000,000
800,000
6,000
600,000 518,000
4,000
400,000 305,000
2,000 240,000
983 982
169 245 460 200,000 112,000
0 45,200
0
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011
Note:
2011
includes
Google
search
results
during
the
1st
of
January
2011
à
31st
of
July
2011.
Source:
Google
search
results
on
websites
wri>en
in
Romanian,
Google.com,
10th
of
August
2011

23. April 2012 | Smark | Brands & Communities
Nivea: Facebook communication vs. Netnography 23
Netnography

24. April 2012 | Smark | Brands & Communities
Content 24
A. Key
Ideas
B. Sunscreen
in
General
975
entries
C. Sunscreen
for
Adults
E. Self
tanning

25. April 2012 | Smark | Brands & Communities
Key Ideas. Sunscreen 25
• Overall, the discussion had a strongly positive note and revolved around benefits
• 81% of the comments on the subject of sunscreen were expressed in a positive manner
• People talking on this subject are persons mostly preoccupied with choosing the best product
with the best performance and best characteristics for their own use or for their children
• They seem to prefer to do some serious desk research work before deciding and buying a
certain product
• Spring months are the months when people start talking about sunscreen, preparing for the
summer

26. April 2012 | Smark | Brands & Communities
Key Ideas. Sunscreen 26
• The durability of the sunscreen is not crucial for users
• Doctors act as an important influencer for mothers
• Nivea, Elmiplant, Iwostin and Avene are the brands which appear most frequently in the
discussions women have on-line regarding which sunscreen products to use, either on a
positive note or a negative one
• In terms of features, women appreciate most if the product comes with a spray
• Women also appreciate a lot when the product gets very well into the skin. More
than that, finding the best sunscreen product, non-sticky and non-greasy, especially for an
oily skin seems to be a problem for many women.

27. April 2012 |
27
Sunscreen

28. April 2012 | Smark | Brands & Communities
The 8 dimensions of quality model The
8
Dimensions
of
Quality
28
Performance
• In analyzing the motivations of people using Features
/
Ingredients
sunscreen, we used the 8 dimensions of quality
model. Reliability
• According to this model, we identified in the
database references grouped in 6 dimensions:
Compliance
• Performance
• Features / Ingredients
• Reliability Durability
• Durability
• Aesthetics Maintenance
• Perceived quality.
Aesthetics
Perceived
quality
Source:
Garvin,
David
.A.,
"Compe3ng
on
the
Eight
Dimensions
of
Quality",
Harvard
Business
Review,
November-­‐December
1987

29. April 2012 | Smark | Brands & Communities
Opinions structure. Positive arguments 29
•
“This
product
assures
both
UVA
and
UVB
•
“This
product
is
better
when
Performance
protection”
combined
with
natural
alternatives
•
“This
product
assures
a
good
tan:
quick,
(olive
oil,
almonds
oil,
etc.)”
beautiful
and
uniform
•
“This
product
has
no
perfume
/
a
•
“I
use
this
product
also
as
a
makeup
base”
discreet
perfume”
Features
/
Ingredients
•
“This
product
is
also
recommended
for
cloudy
•
“This
product
is
equipped
with
a
days
/
days
with
a
moderate
sun”
spray”
•
“This
product
is
also
recommended
in
special
•
“I
prefer
handmade
products”
skin
cases
(moles,
freckles,
warts,
atopic
•
“This
product
contains
zinc
oxide”
dermatitis,
etc.)”
Reliability
•
“I
consider
this
a
quality
product
/
This
product
is
very
Quality
•
“This
product
is
safe,
I
trust
it”
good.”
•
“This
product
is
also
recommended
for
infants
(0-­‐6
months)”
•
“Products
containing
parabens
are
however
Durability
•
“This
product
is
waterproof”
safe”
Aesthetics
•
“This
product
gets
into
the
skin
very
well”

30. April 2012 | Smark | Brands & Communities
Opinions structure. Negative arguments 30
•
“This
product
does
not
assure
good
protection”
Performance
•
“The
product
does
not
assure
a
good
tan”
•
“
I
prefer
natural
alternatives”
•
“The
product
contains
chemicals”
•
“The
product
does
not
assure
UVB
protection”
•
“The
product
contains
zinc”
•
“The
product
causes
pimps,
irritations,
allergies,
•
“The
product
has
a
heavy
Features
/
sunburns
and
spots
on
the
skin”
perfume”
Ingredients
•
“Organic
products
are
not
sufNicient,
do
not
offer
sufNicient
protection”
•
“The
product
is
not
safe
for
infants
and
small
Reliability
children”
•
“The
product
can
cause
cancer”
•
“I
consider
this
a
low
quality
•
“This
products
is
not
suitable
for
pregnant
product
/
This
product
is
not
so
women”
Quality
•
“This
product
is
difNicult
to
use”
good.”
•
“I
am
not
satisNied
with
this
product”
Durability
•
“The
product
is
not
waterproof”
•
“This
product
makes
the
skin
look
greasy”
•
“The
product’s
effect
lasts
•
“This
product
gives
the
skin
an
unpleasant
tan
short
time”
Aesthetics
color“

31. April 2012 | Smark | Brands & Communities
Sunscreen. Comments overview 31
Number
of
positive
and
negative
comments
related
to
sunscreen
150
120
2008
2009
2010
2011
• Given
the
products
speciKics,
springtime
and
90
summertime
represent
the
most
relevant
period
for
posting
discussions
related
to
sunscreen.
60 • May
seems
to
be
the
month
recording
the
largest
on-­‐
30
line
buzz
on
this
subject.
Right
before
the
actual
0
summer
start,
people
begin
to
inquire
about
the
best
sunscreen
products
or
which
ones
they
should
avoid.
Oct
Oct
Oct
Aug
Aug
Aug
Jan
Jan
Jan
Jan
Dec
Dec
Dec
Nov
Nov
Nov
Jul
Sep
Jul
Sep
Jul
Sep
Jul
Mar
Mar
Mar
Mar
Jun
Jun
Jun
Jun
Apr
Apr
Apr
Apr
Feb
Feb
Feb
Feb
May
May
May
May
Presence
of
positive
/
negative
references
split
by
the
8
quality
dimensions
model
378
81%*
19%*
Positive
comments
Negative
comments
195 195
1.3
1.2
Positive
references
Negative
references
66 per
comment
on
per
comment
on
32 30 33 35 21 14 17
average
average
1
Performance
Features
Quality
Reliability Aesthetics Durability
*From
the
total
of
777
pro
and
con
comments
related
to
sunscreen

32. April 2012 | Smark | Brands & Communities
Sunscreen. Top Brands Most Referred to
Negative
associations
Positive
associations
32
Sunscreen
for
children
Sunscreen
for
adults
Sunscreen
for
children
and
adults
Avene 10 57 Nivea 6 34 Nivea 20 69
La
Roche
Posay 4 56 Elmiplant 19 10 Avene 14 75
Nivea 14 35 Iwostin 26 La
Roche
Posay 12 69
Mustela 7 30 Avene 4 18 Elmiplant 21 38
Elmiplant 2 28 La
Roche
Posay 8 13 Mustela 7 30
Klorane 3 25 Garnier 1 19 Bioderma 2 28
Avon 1 19 Vichy
Eco
Cosmetics 26 8 21
L'
Oreal 14
Bubchen 24 Klorane 3 25
Bioderma 13
Chicco 5 14 Iwostin 26
Gerocossen 3 9
Vichy 2 17 Eco
Cosmetics 26

33. April 2012 |
33
Sunscreen
for
adults

34. April 2012 | Smark | Brands & Communities
Sunscreen for adults. Performance arguments 34
Top
Brands
mentioned
when
people
talk
about
the
Performance
of
the
sunscreen
products
Negative
associations
Elmiplant 10
2
Positive
associations
Nivea 10
• Nivea,
Iwostin
and
Avene
are
the
brands
whose
sunscreen
Iwostin 9 performance
people
appreciate
the
most.
• Iwostin
‘s
position
was
mainly
driven
by
a
campaign
which
Avene 8
promoted
Iwostin’s
sunscreen
set
of
products
via
women’
and
La
Roche
Posay 1
7 lifestyle
blogs
in
June
2011.
Some
of
the
blogs
also
organized
a
series
of
competition
to
win
Iwostin
Solecrin
products,
which
Garnier 7 caused
many
positive
reactions
in
the
on-­‐line
environment.
• Elmiplant
stands
out
as
the
brand,
whose
performance
is
Bioderma 7
strongly
criticized.
All
the
negative
references
revolve
around
SkinCeuticals
4 the
fact
that
the
product
offers
no
real
sun
protection
and
causes
sunburns.
L'
Oreal 4
Eucerin 4
Clarins 4

35. April 2012 | Smark | Brands & Communities
Sunscreen for adults. Features arguments
Negative
associations
Positive
associations
35
Associations
with
brands
“About
Iwostin:
Sunscreen
spray,
waterproof,
SPF
30+.
This
one
has
Products
equipped
Iwostin
5
become
my
favorite.
Yes,
you
read
it
right
:
)
it’s
much
easier
to
with
spray
21 Nivea
3
apply,
thanks
to
the
spray,
has
a
lighter
consistency,
gets
into
skin
Avon
2
fast
and
makes
the
skin
look
dewy
..
A
healthy
glow,
so
to
speak.
Garnier
2
¾
from
these
persons
“You
combine
them
in
your
palm
and
you
apply
the
mix
(this
is
how
Products
preferred
in
prefer
to
combine
the
use
18 I
do
it)
or
you
apply
the
cream,
wait
until
it
gets
into
the
skin,
after
combination
with
of
the
sunscreen
product
which
you
apply
olive
oil
on
your
skin”
natural
oils
with
olive
oil.
“I
recommend
Piz
Buin
products
to
the
ladies
who
are
very
keen
on
Good
price
-­‐
quality
ratio
12 No
brand
stands
out
the
products’
quality,
but
who
are
not
willing
to
pay
too
much
on
a
cream.
And
if
you
are
already
tanned,
I
recommend
you
Nivea
products”
“Monica,
of
course
there
are
bio
sun
lotions,
which
are
parabens-­‐free
of
course.
They
also
have
no
perfume
and
no
parafNin.
But
usually
the
main
active
ingredient
which
ensures
the
sun
protection
is
the
titan
oxide
or
the
zinc
oxide.
These
present
an
average
environment
risk,
but
are
accepted
in
the
bio
products
also,
because
are
the
most
efNicient
Organic
products
7
ingredients
in
protecting
against
UV
sunrays.
It
seems
there
are
no
plant-­‐based
products
which
can
offer
this
kind
of
protection
and
after
all,
this
is
the
purpose
of
the
sun
lotions…
In
terms
of
brands,
among
the
products
which
can
be
found
in
Romania,
I
can
recommend
Lavera
and
Aubrey
Organics,
which
have
sunscreen
products.
“
“I
use
a
combination
of
oils,
specially
prepared
by
me:
olive
oil
The
majority
of
the
people
with
oily
vitamin
A,
sea
buckthorn
oil,
all
other
oils
which
fall
in
preferring
only
natural
Natural
alternatives
my
hands
and
vitamin
E.
It
moisturizes
the
skin
very
well,
it’s
cheap
products
use
olive
oil
to
get
preferred
26 and
very
good.
I
know
what
it
contains,
plus
the
tan
you
get
by
a
nice
tan.
Other
options
using
it
is
incredible.
It
has
a
special
golden
hue.
I
recommend
this
are:
sea
buckthorn
oil
,
combination
to
everybody.”
beer
and
shea
butter.

36. April 2012 | Smark | Brands & Communities
Sunscreen for adults. Reliability arguments 36
• People
using
sunscreen
products
do
not
seem
to
especially
appreciate
the
reliability
of
these
products.
Safety
and
trust
are
probably
concepts
or
associations
users
may
take
for
granted,
when
they
are
satisKied
with
a
sunscreen
products
• In
the
set
of
negative
references,
there
are
complaints
about
the
sunscreen
products’
reliability.
There
are
two
lines
people
talk
about:
Lack
of
trust
Products
can
in
products
cause
cancer
Negative
associations
Positive
associations
11
7
“Anyway,
in
my
opinion,
the
recommendations
coming
from
dermatologists
are
relative,
because
there
are
a
lot
of
companies
using
“Hi
Monica,
I
read
the
article
you
posted
and
indeed
I
also
understood
specialists
to
advertise
and
promote
their
own
products,
thanks
to
the
that
the
sunscreen
products
can
cause
cancer,
but
this
thing
is
degree
of
trust
the
consumers
have
in
these
doctors.
For
now,
I
don’t
available
for
the
products
which
are
not
organic.
know
if
your
dermatologist
falls
into
this
category.
Personally,
I
wouldn’t
As
far
as
I
read,
the
sunscreen
products
such
as
Nivea,
Vichy,
Garnier
use
Vichy
products
and
I
will
never
trust
the
dermatologist
who
will
have
such
a
composition
which
gets
well
into
the
skin
and
protects
the
recommend
these
products
to
me.”
skin
under
epidermis,
letting
all
UV
rays
to
get
into
epidermis
and
thus
activating
the
cancer
cells.
“Hello,
On
the
other
hand,
organic
sunscreen
products
do
not
get
well
into
the
Be
careful
with
the
sunscreen
products.
They
were
proved
to
be
skin
(that’s
why
there
is
a
whitish
look
after
you
apply
it)
and
the
carcinogenic
and
are
still
available
on
the
market,
despite
all
of
this.
protection
is
effective
on
the
skin
surface.
Here
you
have
more
details:
This
is
the
major
difference
between
them,
as
far
as
I
know.
But
I
don’t
http://www.doctorating.ro/stiri_detail.php?id=358”
know
what’s
the
thing
with
the
foundation
cream.
I
don’t
know
if
the
organic
ones
are
protecting
better
the
facial
complexion
against
the
UV
“Well
said….
About
olive
oil
…
this
is
more
or
less
…
but
I
don’t
really
rays
rather
than
the
ones
we
Nind
in
stores.”
trust
those
sunscreen
products
…
“

37. April 2012 | Smark | Brands & Communities
Sunscreen for adults. Aesthetics arguments 37
Sunscreen
is
sticky,
does
not
get
well
into
Sunscreen
is
oil
free,
gets
well
into
the
skin
the
skin,
makes
the
skin
look
oily
Number
of
references
Number
of
times
each
brand
got
associated
with
Number
of
times
each
brand
got
associated
with:
•
Vichy
(2
times)
•
Avene
(2
times)
Iwostin 3
•
La
Roche
Posay
(1
time)
6 16
La
Roche
Posay 3
Uriage 2
Negative
associations
Positive
associations
“Hello,
can
you
recommend
me
a
face
cream
with
a
minimum
SPF
of
50
for
“As
a
main
idea,
there
is
no
big
difference
between
SPF
30
and
SPF
50.
But
an
oily
complexion?
I
tried
Avene
50+
last
year,
but
my
complexion
looked
if
you
choose
Vichy
with
SPF
50
with
no
oily
effect,
buy
the
ultra-­‐Nluid
too
oily,
like
it
was
shining.
I
don’t
think
there
is
a
problem
for
me
if
the
emulsion
with
a
SPF
50+.
It
leaves
no
whitish
look,
it
is
not
sticky
and
has
no
cream
leaves
white
spots,
for
me
it
is
important
that
the
cream
is
not
perfume.
It
is
very
good,
I
bought
it
for
my
mother
last
year,
as
she
had
the
colored
per
se.
The
bottom
line
is
that
I
want
to
have
a
white
ghost
facial
same
demands
as
you
had.“
complexion.
And
I
am
willing
to
pay
maximum
60
lei
for
it.
Thanks!”
“I
used
two
products
from
La
Roche
Posay
Anthelios:
that
Nluid
lotion
for
“I
also
bought
Anthelios
50+,
but
it
is
sticky
…
However,
I
think
all
these
mixed
complexion,
which
is
not
sticky;
however
I
didn’t
like
the
fact
that
it
with
SPF
50+
are
sticky
..
I
remain
loyal
to
my
Anthelios.
Specially
if
Dia
was
too
Nluid,
compared
to
the
second
cream
I
bought
recently
and
which
I
too
says
Vichy
is
sticky.
enjoyed
more:
a
melt-­‐in
cream
also
from
La
Roche,
with
a
SPF
50+.”
Have
you
ever
used
Anthelios
for
face?
It’s
like
a
Nluid
emulsion
..
Something
like
this….
I
am
thinking
of
buying
it
for
me,
but
I
wish
it
weren’t
“I
recommend
Nivea
with
SPF
30
for
body,
it’s
great,
I
never
get
sun
burned,
sticky…
“
it
smells
nice,
it’s
moisturizing,
had
no
pimps
when
I
used
it,
even
if
I
react
really
easily
to
other
products.
For
facial
complexion
I
would
recommend
“During
my
pregnancy,
I
used
a
Vichy
sun
lotion
and
I
didn’t
like
it.
I
felt
it
Bioderma,
I
only
heard
good
things
about
them,
or
Avene
–
this
is
what
I
was
really
oily
and
it
seemed
like
I
had
a
mask
on
my
face.
I
chose
La
Roche
am
using
now
–
they
have
that
emulsion
for
oily
/
mixed
/
sensitive
facial
Posay
from
these
two“
complexion,
I
don’t
get
sun
burned,
it
protects
me
from
the
wind
or
other
things”

38. April 2012 |
38
Takeaway

39. April 2012 | Smark | Brands & Communities
Takeaway 39
• Brand communities are fueled by passion.
What will drive branded communities?
• Data overload should keep being the
most important obstacle for brand
Marke3ng
managers
• “Closed communities”
• Fragmentation of brand communities will Third
Sales
persist and even increase as the cost of Party
the supporting infrastructure is
decreasing
• Research can help identify key members Customer
PR
of the communities but is most powerful Service
when applied to identify opinions and in-
group hierarchies

40. April 2012 |
40
Q&A
Thank you! /DaedalusMillwardBrown
Andrei.Iordache @ daedalusmb.ro