1) Seven commonly held myths about brand communities are identified and debunked. The realities are that a brand community is a business strategy, not just a marketing tactic, and exists to serve community members rather than the business.
2) Effective brand communities combine pools, webs, and hubs of affiliation and embrace, rather than avoid, conflicts among members. They also utilize both online and offline spaces.
3) Successful brand communities are not tightly managed and controlled by the business but rather are cocreated by nurturing the conditions for the community to thrive. The business acts as a steward and participant rather than owner.
The beauty company Glossier has gained enormous popularity among millennials and Gen-Z since its launch in October 2014. Glossier celebrates the idea of real beauty in real life, providing its customers with customized affordable luxury beauty products. As a tech-savvy company, Glossier understands the power of social media in terms of product sales and promotion. The company also aims to lay foundation for a beauty movement of real women and real beauty. The recently launched Body Hero campaign is a great example reflecting Glossier’s mission.The global cosmetics industry is led by beauty conglomerates including Chanel, Coty, Estée Lauder, Kao, L’Oréal, LVMH and Shiseido. The growing middle class, product innovation and influencer marketing are listed as the three market drivers in the industry; while affordability, counterfeits, and toxic chemicals are part of the market challenges. This marketing plan aims to help Glossier settle key issues hindering the growth of the company.
The beauty company Glossier has gained enormous popularity among millennials and Gen-Z since its launch in October 2014. Glossier celebrates the idea of real beauty in real life, providing its customers with customized affordable luxury beauty products. As a tech-savvy company, Glossier understands the power of social media in terms of product sales and promotion. The company also aims to lay foundation for a beauty movement of real women and real beauty. The recently launched Body Hero campaign is a great example reflecting Glossier’s mission.The global cosmetics industry is led by beauty conglomerates including Chanel, Coty, Estée Lauder, Kao, L’Oréal, LVMH and Shiseido. The growing middle class, product innovation and influencer marketing are listed as the three market drivers in the industry; while affordability, counterfeits, and toxic chemicals are part of the market challenges. This marketing plan aims to help Glossier settle key issues hindering the growth of the company.
This is a mini case study review of NIVEA uploaded as an assignment for the marketing internship under Prof.Sameer Mathur.
Do check it out and please review.
SHODH- MARKET RESEARCH FOR ECONOMY HOUSINGArushi Verma
a Bengaluru-based market research agency has learnt that his proposal for carrying out a market research study for a new customer has been given assent.
This is a mini case study review of NIVEA uploaded as an assignment for the marketing internship under Prof.Sameer Mathur.
Do check it out and please review.
SHODH- MARKET RESEARCH FOR ECONOMY HOUSINGArushi Verma
a Bengaluru-based market research agency has learnt that his proposal for carrying out a market research study for a new customer has been given assent.
A short presentation given at a Knowledge Sharing workshop held in Hanoi, Vietnam, 26 – 28 September 2011.
The KS Tools and Methodologies for Effective Knowledge Management training workshop was co-organised by the International Fund for Agricultural Development (IFAD), the Rural Development Centre (RUDEC) and the Food and Agriculture Organisation (FAO) in Vietnam.
During the past 20 years Maturity & Capability Models (MCMs) become a buzzword in the ICT world. Since the initial Crosby’s idea in 1979, plenty of models have been created in the Software & Systems Engineering domains, addressing various perspectives. By analyzing the content of the Process Reference Models (PRM) in many of them, it can be noticed that reuse-related issues have unfortunately often little importance in the appraisals of the capabilities of software organizations while in practice they are considered as significant contributors in traditional process and organizational performance appraisals. While MCMs represent a good mean for assessing the status of a set of processes, integrating two or more models with a common area of focus can offer more information and value for an organization. The aim of this paper is to present some information about Reuse best practices and models, keep the best components from each model and – using the LEGO (Living EnGineering prOcess) approach to process improvement - merge those best practices from several types of maturity models into an organizational Business Process Model (BPM) in order to achieve in an easier and faster way higher organizational maturity and capability levels.
The 10-Step Knowledge Management Road map
They copied all that they could follow but they could not copy my mind, and I left 'em sweating and stealing and a year and half behind —Rudyard Kipling.
IN THIS CHAPTER
• Understand the 10-step knowledge management roadmap and how it applies to your company.
• Understand the four phases constituting these 10 steps: infrastructural evaluation; KM system analysis, design, and development; deployment; and evaluation.
• Understand where each step takes you.
• Articulate a clear link between KM and business strategy to maximize performance and impact on your company's bottom line.
• Learn how to prioritize KM processes to maximize business impact.
• Understand the key steps involved in knowledge auditing, knowledge mapping, strategic grounding, deployment methodology, teaming, change management, and ROI metrics formation.
Knowledge management is a complex activity, and like anything else that cannot deliver business impact without a concrete plan, it needs a perfect plan. This chapter introduces that plan: the 10-step knowledge management roadmap that will guide you through the entire process of creating a business-driven knowledge management strategy, designing, developing, and implementing a knowledge management system and effecting the soft changes that are required to make them work—with your company in mind. I chose to describe this plan as a roadmap rather than relegating it to the status of a methodology. A methodology undermines the level of complexity that is actually involved in managing knowledge and gives it a deceptive look of a cookie-cutter formulation.
May your competitors who thought that bleeding-edge technology was their nirvana rest in peace. For nothing—no technology, no market share, no product, and no monopoly— can ever provide a competitive advantage that is anything but temporary: They can all be copied, sometimes easily and sometimes with a little effort. Knowledge is the only resource that cannot be easily copied. Knowledge is much like copy protection: Even if your competitors get to it, they cannot apply it, for knowledge is protected by context in as copy-protected software is protected by encryption.
This strengthening idiosyncrasy of knowledge also has a negative implication for you: You cannot easily copy a competitor's knowledge management strategy and system.
Examples from your industry's leaders can be useful for understanding knowledge management, but they cannot show you the right way to do it. For these reasons, your
knowledge management system and knowledge management strategy will have to be unique to your company.
What follows in the next four sections of this book is an explication of the roadmap—not imitable methodology—that will help focus on your own company and develop a
knowledge strategy whose results are hard hitting, but one that no competitor can easily duplicate. They can co
This presentation is dedicated to PCMM maturity model. People Capability Maturity Model is about restructuring organizations based on organization involved persons' capabilities which is one of the best methods in its own.
With the emergence of the social, super collaborative world, the nature of your brands is undergoing a transformation too. You no longer unilaterally shape your brand, your brand is now co-owned and communized.
Brand community - Marketing Management - Manu Melwin Joymanumelwin
A brand community is a community formed on the basis of attachment to a product or marque. Recent developments in marketing and in research in consumer behavior result in stressing the connection between brand, individual identity and culture.
Digital has fundamentally changed the way brands behave, as well as the way they organize and optimize their marketing efforts. To be successful in connecting with people in the digital age, brands must adopt new habits and, in some cases, behave more like people themselves.
While the personalities of individual brands are varied and unique, there are commonalities across strong digital brands that can be identified as critical to success in the new marketing landscape. We looked at some of the most successful digital brands and idenfified seven shared traits across the board. Each day for the next week, we’ll uncover a new “habit” and explain its importance to brands.
Community Marketing is not an event, it is not activation within a community, nor it is event organization done for communities. Community Marketing does not buy consumers, what it does is meet their needs in a conducive context best for the brand and consumers to interact and engage. Community Marketing is a combination of interaction, communication, nurturing, networking, collaboration, fusion and assimilation of vision. These processes are critical in the very beginning when we approach each community under a common ground. There are no shortcuts, no formula, and no one standard operating procedure that can apply to all. Most tend to think that it is about building friendship and let social media amplify engagement around that relationship. It is more than that if one is to immerse and build commonality via culture building and cultivation. Anthropology, sociology & cross cultural sciences are knowledge one must use to manage the dynamics of community marketing. Regardless of how big or small the scale of the project, the process of identification, interaction, nurturing and cultivation are all critical to the proper implementation of community marketing.
Social media is evolving faster than it has since the dawn of the industry. As people reassess their relationship with social media, they are increasingly turning to communities for deeper and more meaningful connections. 76% of internet users have already adopted online communities as a way to engage with others who share their interests and passions.
Dan Dunlop's presentation from the 2013 Pelvic Health Conference. The subject of the presentation was "Using blogs and social media to build communities of shared interest."
The Era of Belief-Based Consumption (presented by Sonic Boom) Sonic Boom
Welcome to the Era of Belief-Based Consumption
The digital era has dramatically shifted the way people build relationships both with brands and with each other. Audiences are becoming increasingly vocal about the values, beliefs, brands, communities, and people with which they identify.
Digital tools have enabled people to find and connect with niche groups with whom they share a set of values, and have equipped them with the information needed to look beneath the surface and past the marketing message. Putting power into the hands of audiences who now collaboratively build, share, and proliferate their own meanings and stories with brands.
This shift in how people leverage their beliefs to build relationships with one another and with organizations is ushering in a new era of consumption. The era of belief-based consumption. An era where audiences increasingly want to do business with brands that believe what they believe. Effectively creating new rules for organizations looking to build deep relationships with their audiences.
For more, contact us at strategy@sonicboom.com
http://beliefbasedconsumption.com
http://sonicboom.com
A perspective for social media.
We talk about building communities every day. They're usually what we're trying to achieve on social media channels, and what we aim to build online. But what does building a community really mean? What makes a community? When does a group of fans and followers become a community? And when do they really start to matter matter?
Digital Money Maker Club – von Gunnar Kessler digital.focsh890
Title One is a comprehensive examination of the impact of digital technologies on
modern society. In a world where technology continues to advance rapidly, this article delves into the nuances and complexities of the digital age, exploring Its implications across various sectors and aspects of life.
Mastering Multi-Touchpoint Content Strategy: Navigate Fragmented User JourneysSearch Engine Journal
Digital platforms are constantly multiplying, and with that, user engagement is becoming more intricate and fragmented.
So how do you effectively navigate distributing and tailoring your content across these various touchpoints?
Watch this webinar as we dive into the evolving landscape of content strategy tailored for today's fragmented user journeys. Understanding how to deliver your content to your users is more crucial than ever, and we’ll provide actionable tips for navigating these intricate challenges.
You’ll learn:
- How today’s users engage with content across various channels and devices.
- The latest methodologies for identifying and addressing content gaps to keep your content strategy proactive and relevant.
- What digital shelf space is and how your content strategy needs to pivot.
With Wayne Cichanski, we’ll explore innovative strategies to map out and meet the diverse needs of your audience, ensuring every piece of content resonates and connects, regardless of where or how it is consumed.
Videos are more engaging, more memorable, and more popular than any other type of content out there. That’s why it’s estimated that 82% of consumer traffic will come from videos by 2025.
And with videos evolving from landscape to portrait and experts promoting shorter clips, one thing remains constant – our brains LOVE videos.
So is there science behind what makes people absolutely irresistible on camera?
The answer: definitely yes.
In this jam-packed session with Stephanie Garcia, you’ll get your hands on a steal-worthy guide that uncovers the art and science to being irresistible on camera. From body language to words that convert, she’ll show you how to captivate on command so that viewers are excited and ready to take action.
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Top 3 Ways to Align Sales and Marketing Teams for Rapid GrowthDemandbase
In this session, Demandbase’s Stephanie Quinn, Sr. Director of Integrated and Digital Marketing, Devin Rosenberg, Director of Sales, and Kevin Rooney, Senior Director of Sales Development will share how sales and marketing shapes their day-to-day and what key areas are needed for true alignment.
Core Web Vitals SEO Workshop - improve your performance [pdf]Peter Mead
Core Web Vitals to improve your website performance for better SEO results with CWV.
CWV Topics include:
- Understanding the latest Core Web Vitals including the significance of LCP, INP and CLS + their impact on SEO
- Optimisation techniques from our experts on how to improve your CWV on platforms like WordPress and WP Engine
- The impact of user experience and SEO
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
The session includes a brief history of the evolution of search before diving into the roles technology, content, and links play in developing a powerful SEO strategy in a world of Generative AI and social search. Discover how to optimize for TikTok searches, Google's Gemini, and Search Generative Experience while developing a powerful arsenal of tools and templates to help maximize the effectiveness of your SEO initiatives.
Key Takeaways:
Understand how search engines work
Be able to find out where your users search
Know what is required for each discipline of SEO
Feel confident creating an SEO Plan
Confidently measure SEO performance
Digital Commerce Lecture for Advanced Digital & Social Media Strategy at UCLA...Valters Lauzums
E-commerce in 2024 is characterized by a dynamic blend of opportunities and significant challenges. Supply chain disruptions and inventory shortages are critical issues, leading to increased shipping delays and rising costs, which impact timely delivery and squeeze profit margins. Efficient logistics management is essential, yet it is often hampered by these external factors. Payment processing, while needing to ensure security and user convenience, grapples with preventing fraud and integrating diverse payment methods, adding another layer of complexity. Furthermore, fulfillment operations require a streamlined approach to handle volume spikes and maintain accuracy in order picking, packing, and shipping, all while meeting customers' heightened expectations for faster delivery times.
Amid these operational challenges, customer data has emerged as an important strategy. By focusing on personalization and enhancing customer experience from historical behavior, businesses can deliver improved website and brand experienced, better product recommendations, optimal promotions, and content to meet individual preferences. Better data analytics can also help in effectively creating marketing campaigns, improving customer retention, and driving product development and inventory management.
Innovative formats such as social commerce and live shopping are beginning to impact the digital commerce landscape, offering new ways to engage with customers and drive sales, and may provide opportunity for brands that have been priced out or seen a downturn with post-pandemic shopping behavior. Social commerce integrates shopping experiences directly into social media platforms, tapping into the massive user bases of these networks to increase reach and engagement. Live shopping, on the other hand, combines entertainment and real-time interaction, providing a dynamic platform for showcasing products and encouraging immediate purchases. These innovations not only enhance customer engagement but also provide valuable data for businesses to refine their strategies and deliver superior shopping experiences.
The e-commerce sector is evolving rapidly, and businesses that effectively manage operational challenges and implement innovative strategies are best positioned for long-term success.
SEO as the Backbone of Digital MarketingFelipe Bazon
In this talk Felipe Bazon will share how him and his team at Hedgehog Digital share our journey of making C-Levels alike, specially CMOS realize that SEO is the backbone of digital marketing by showing how SEO can contribute to brand awareness, reputation and authority and above all how to use SEO to create more robust global marketing strategies.
10 Video Ideas Any Business Can Make RIGHT NOW!
You'll never draw a blank again on what kind of video to make for your business. Go beyond the basic categories and truly reimagine a brand new advanced way to brainstorm video content creation. During this masterclass you'll be challenged to think creatively and outside of the box and view your videos through lenses you may have never thought of previously. It's guaranteed that you'll leave with more than 10 video ideas, but I like to under-promise and over-deliver. Don't miss this session.
Key Takeaways:
How to use the Video Matrix
How to use additional "Lenses"
Where to source original video ideas
Financial curveballs sent many American families reeling in 2023. Household budgets were squeezed by rising interest rates, surging prices on everyday goods, and a stagnating housing market. Consumers were feeling strapped. That sentiment, however, appears to be waning. The question is, to what extent?
To take the pulse of consumers’ feelings about their financial well-being ahead of a highly anticipated election, ThinkNow conducted a nationally representative quantitative survey. The survey highlights consumers’ hopes and anxieties as we move into 2024. Let's unpack the key findings to gain insights about where we stand.
How to Run Landing Page Tests On and Off Paid Social PlatformsVWO
Join us for an exclusive webinar featuring Mariate, Alexandra and Nima where we will unveil a comprehensive blueprint for crafting a successful paid media strategy focused on landing page testing.With escalating costs in paid advertising, understanding how to maximize each visitor’s experience is crucial for retention and conversion.
This session will dive into the methodologies for executing and analyzing landing page tests within paid social channels, offering a blend of theoretical knowledge and practical insights.
The Pearmill team will guide you through the nuances of setting up and managing landing page experiments on paid social platforms. You will learn about the critical rules to follow, the structure of effective tests, optimal conversion duration and budget allocation.
The session will also cover data analysis techniques and criteria for graduating landing pages.
In the second part of the webinar, Pearmill will explore the use of A/B testing platforms. Discover common pitfalls to avoid in A/B testing and gain insights into analyzing A/B tests results effectively.
Digital marketing is the art and science of promoting products or services using digital channels to reach and engage with potential customers. It encompasses a wide range of online tactics and strategies aimed at increasing brand visibility, driving website traffic, generating leads, and ultimately, converting those leads into customers.
https://nidmindia.com/
5 big bets to drive growth in 2024 without one additional marketing dollar AND how to adapt to the biggest shifting eCommerce trend- AI.
1) Romance Your Customers - Retention
2) ‘Alternative’ Lead Gen - Advocacy
3) The Beautiful Basics - Conversion Rate Optimization
4) Land that Bottom Line - Profitability
5) Roll the Dice - New Business Models
3. Background
In 1983, Harley-Davidson faced extinction
Twenty-five years later, the company boasted a
top-50 global brand valued at $7.8 billion.
Reason was Harley’s commitment to building a
Brand Community
A group of ardent
consumers
organized around
the lifestyle,
activities, and
ethos of the
brand.
4. Inspired by Harley’s results,
marketers in industries are
busy trying to build
communities around their
own brands
But very few understand
how these communities
really work
Writer of this article has
identified seven commonly
held myths about
maximizing value for a firm
5. Myth #1 : A brand community is a marketing
strategy
The Reality: A brand community is a business
strategy
Companies isolate their community-building efforts
within the marketing function. That is a mistake
Brand community to yield maximum benefit, it
must be framed as a high-level strategy supporting
business wide goals
6. Reformulated the
competitive strategy Retooled every
aspect
Strategic
repositioning
Radical organizational
redesign
Close to
customer
strategy
Harley
Owners
Group
7. Myth #2 : A brand community exists to serve the
business.
The Reality : A brand community exists to serve
the people in it.
A community-based brand builds loyalty not by
driving sales transactions but by helping people
meet their needs
People participate in communities for a wide
variety of reasons :
To find emotional support and
encouragement
To explore ways to contribute to the
greater good
To cultivate interests and skills
8. Outdoorselten.net
• Hiking and camping
enthusiasts could
exchange information
about their shared
lifestyle
• Where is a good place
to hike with children?
• Which shoes are best
for rocky terrain?
• Eventually, the
community created its
own Outdoorselten
brand of tents and
backpacks.
9. Myth #3 : Build the brand, and the community will follow.
The Reality : Engineer the community, and the
brand will be strong.
Three basic forms of community affiliation: pools,
webs, and hubs
Effective community strategies combine all three
in a mutually reinforcing system.
10. Pools
Members of pools are united by shared goals or
values
Identify and consistently communicate a clear set
of values that emotionally connect consumers
with the brand
Unfortunately, pools deliver only limited
community benefits—people share a set of
abstract beliefs but build few interpersonal
relationships
11. Webs
Strong one-to-one connections (think social
networking sites or the Cancer Survivors
Network)
Most stable form of community because the
people in them are bound by many and varied
relationships
12. Hubs
Members of hubs are united by their admiration of
an individual (think Deepak Chopra or Hannah
Montana)
Hub is a strong albeit unstable form of community
that often breaks apart once the central figure is
no longer present
Hubs can help communities acquire new
members who hold similar values
Hubs can also be used to create or strengthen a
brand pool
13. Myth #4 : Brand communities should be love-fests for faithful brand
advocates.
The Reality: Smart companies embrace the conflicts
that make communities thrive.
Most companies prefer to avoid conflict. But
communities are inherently political, and conflict is the
norm.
Community is all about rivalries and lines drawn in the
sand.
Apple enthusiasts hate Microsoft and Dell. Dunkin’
Donuts coffee drinkers shun Starbucks
14. Dove “Campaign for Real
Beauty”
The campaign brought
“real women” together
worldwide to stand up
against industry-
imposed beauty ideals.
Older women, large
women, skinny women,
and less-than-pretty
women united
Dove identified a latent
“out” group and claimed
it for its brand.
15. Myth #5 : Opinion leaders build strong communities.
The Reality : Communities are strongest when
everyone plays a role.
Focusing on opinion leaders may be sage advice
for buzz campaigns, it is a misguided approach to
community building
16. Myth #6 : Online social networks are the key to a community
strategy.
The Reality : Online networks are just one tool, not a
community strategy.
Online social networks can serve valuable community
functions
Yet even a well-crafted networking site has limitations
Physical spaces play important roles in fostering
community connections
According to Mark Rosenbaum of Northern Illinois
University, communities that are developed in third
places like gyms and coffee shops often provide
social and emotional support equal to or stronger than
family ties—a benefit that delivers price premiums of
up to 20%.
18. Myth #7 : Successful brand communities are tightly managed and
controlled.
The Reality : Of and by the people, communities
defy managerial control.
Community managers tend to put corporate
interests over those of their customers.
Brand communities are not corporate assets, so
control is an illusion.
Effective brand stewards participate as
community cocreators—nurturing and facilitating
communities by creating the conditions in which
they can thrive.
19. Vans, the famed maker of skateboarding shoes,
has proved adept at building community through
support rather than control.
Recognized its fan base of customers as the
owners of its brand.
Its self-appointed role was to stay close enough
to the fans.
Warped Tour innovations
20. A Sampling of Community
Scripts
Suggests a set of behaviors that are appropriate for a
particular situation.
Companies can design brand communities by establishing
and reinforcing a base script and then layering on new
scripts over time.
VANS-
The Tribe-A group with deep interpersonal connections built through
shared experiences, rituals, and traditions.
The Fort-An exclusive place for insiders to be safe and feel protected.
The Sewing Circle-A gathering at which people with common
interests share experiences, provide support, and socialize.
The Patio-A semiprivate place that facilitates in-depth, meaningful
connections.
The Bar-A public space that grants reliable although shallow
connections.
The Tour Group-A way to participate in new experiences while
staying inside a comfort zone.
The Performance Space-A place where members can be sure of
finding an audience for their talents.
The Barn Raising-An effective way to accomplish tasks while
socializing.
21. CONCLUSION
Executing community requires an organization-
wide commitment and a willingness to work
across functional boundaries.
Reexamine everything from company values to
organizational design
Community is a potent strategy if it is approached
with the right mind-set and skills.
Through commitment, engagement, and support,
companies can cultivate brand communities that
deliver powerful returns.
Editor's Notes
But relinquishing control does not mean abdicating responsibility.