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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 civilization work.”  Vince Lombardi
“ 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
[object Object],[object Object],[object Object]
“ 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
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What’s a Brand Community?
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What It is Not – Social Network -  A Platform (typically media-driven and online) that Brings People Together i.e. YouTube, Facebook, flickr, Wikipedia ,[object Object],[object Object],[object Object],[object Object]
What It is Not – User Generated Promotion -  A short term campaign/program that leverages content/insight provided by customers and participants ,[object Object],[object Object],[object Object],[object Object]
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 ,[object Object],[object Object],[object Object],[object Object]
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
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
[object Object],[object Object],[object Object],[object Object]
Brand Community Pillars ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Community =  Crowdsourcing Citizen Contributors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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
Why Build a Brand Community?
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
What’s Changed? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The Implications for Brands?
Brand Communities Can Tap Four   Valuable & Untapped Market Forces Peer Content Peer Engagement/ Fanship Peer Collaboration Peer  Advocacy
Why You Should Play  “ Host” not “Master” To Your Customers?
“ The Customer is in The Driver’s Seat”
“ Customers are Reinventing Industries…”
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ Customers are asking for /exerting more:”
“ 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)
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 it, 24% consider it, 9% avoid purchase based on WOM ) (Keller Fay) Key Fact:
“ Barriers for customer participation down” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“ Opportunity for customer connections up” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
“ 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)
A New Brand Paradigm “ Something you Buy” “ Something you Trust” “ Something you Want” “ Something you Prefer” “ Something you Love” “ Something you  Participate In”
Evidence of the Power of Brand Community I +++ Customer Experience/Advocacy/Purchase ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Source: Communispace/HBR
[object Object],[object Object],[object Object],[object Object],[object Object],Evidence of the Power of Brand Community II +++ Customer Loyalty/Relationship/Affinity
[object Object],[object Object],[object Object],Evidence of the Power of Brand Community III +++ Customer Support
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
Nike “The Consumer Decides” ,[object Object],[object Object],[object Object]
Types of Brand Communities
Communities Differ Based On …  ,[object Object],[object Object]
The 9 Types of Brand Community   ,[object Object],[object Object],[object Object],Exclusivity High Low Low High Brand  Cult Brand  Nation Brand  Network Influencer Group Advisory Panel Fan  Club Brand Forums Ambassador Club Brand Meritocracy
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/LogIn.aspx?url=/Default.aspx
Firefox’s  “ Spread  Firefox” - Brand  Meritocracy Exclusivity - Mid Depth of  Involvement - High http://www.spreadfirefox.com/
lululemon  Ambassadors - Influencer Clique Exclusivity - High Depth of  Involvement - Low http://www.lululemon.com/community/
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.harley-davidson.com
How To Plan a Brand Community
Step by Step  Community Development ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How to Plan It
Step by Step  Community Development ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
1. Organizational Audit   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
2. Big Community Ideas That Stick   ,[object Object],[object Object],[object Object],[object Object],[object Object]
2. Big Community Ideas That Stick   ,[object Object],[object Object],[object Object],[object Object],[object Object]
3. Set The Tone
4. Build The Plan – FLIRT Crowdsourcing Model Source: Sami Viitim ä ki,  Flirt Crowdsourcing Model
FLIRT - Key Elements ,[object Object],[object Object],[object Object],[object Object],[object Object],Source: Flirt Crowdsourcing Model
Focus ,[object Object],[object Object],[object Object],[object Object]
Focus - Marry All Party’s Interests and Capabilities ,[object Object],[object Object],[object Object],[object Object],[object Object]
Focus – Type of Collaboration/Goals ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Oftentimes, successful brand communities  have multiple levels or types of collaboration
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
Focus - Audience- Building ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Who are the Natural Forming Groups
Key Community Audiences ,[object Object],[object Object],[object Object],[object Object],Source: Flirt Crowdsourcing Model
Interplay Among  Audiences
Creators ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Critics & Connectors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Crowds ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Language ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Incentives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Incentives ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Rules ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tools ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The 11Cs - Tools for Communities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The 11Cs - Tools for Communities ,[object Object],[object Object],[object Object],[object Object],[object Object]
Amazon - Designed for Socialness
5. Validation of Community ,[object Object],[object Object],[object Object],[object Object],[object Object]
5. Validation of Community ,[object Object],[object Object],[object Object],[object Object],[object Object]
Evaluating a Great Digital Brand Experience Source: Logic+Emotion
How To Build a Brand Community
Step by Step  Community Development ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How to Build It
6. Online Platform - Factors ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
6. Online Platform - Options ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Why Build Your Own Community  (vs. operate on someone else’s network) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Drawbacks of Creating Your Own ,[object Object],[object Object],[object Object],[object Object],[object Object]
7. Seed & Release -   ,[object Object],[object Object],[object Object],[object Object],[object Object]
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”
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
Pace of Expansion - Flickr ,[object Object],[object Object],[object Object]
8. Outreach and Recruitment -   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
8. Outreach and Recruitment -   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Law of the Social Few   ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
How To Maintain a Brand Community
How to Avoid This…
Biggest Obstacles Managing Brand  Communities ,[object Object],[object Object],[object Object],Source:Deloitte/SNCR
Step by Step  Community Development ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],How to Maintain It
9. Staffing and Governance ,[object Object],[object Object],[object Object],[object Object],[object Object]
The Role of the Brand Evangelist  – Core Responsibilities ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Evangelist - Tasks ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Evangelist – Tasks (cont’d) ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Evangelist - Skills ,[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Evangelist - Skills ,[object Object],[object Object],[object Object],[object Object]
10. Online/Offline Expansion ,[object Object],[object Object],[object Object],[object Object],[object Object]
Community Extensions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
11. Activity/Interactions ,[object Object],[object Object],[object Object],[object Object],[object Object]
Community Success Drivers
Options for Continued Engagement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
12. Dialogue/Conversations ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Tone of Voice ,[object Object],[object Object],[object Object],[object Object],[object Object]
Engage in 27 Types of Conversation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],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
13. Supporting Experiences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
13. Supporting Experiences ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
14. Playback Successes ,[object Object],[object Object],[object Object],[object Object],[object Object]
15. Feedback to Brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Most Popular Community Metrics ,[object Object]
Most Popular Community  Metrics(cont’d) ,[object Object]
16. Reward Allocation/Announcements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
16. Types of Rewards ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
17. Retention Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object]
Member Engagement Rules ,[object Object],[object Object],[object Object],[object Object],[object Object]
Member Engagement Rules ,[object Object],[object Object],[object Object],[object Object],[object Object]
Member Engagement Rules ,[object Object],[object Object],[object Object],[object Object]
Member Engagement Rules ,[object Object],[object Object],[object Object],[object Object]
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
18.  Measurement, Insight, Refinement ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
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:  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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