Secrets to Building Powerful Brand Communities: Presented at Digital Summit Atlanta 2014
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MJ SBasically, a brand community is a group of people who possess a common interest in a brand. But a powerful brand community, one that has a powerful impact on the bottom line for your business, has another element: instead of just being a group of people who are interested in a brand, they are a group of people who are also deeply interested in and connected to each other. There are 3 secrets to developing interest and connection among brand community members that will build a powerful brand community: you must offer your fans and customers mutual acceptance, expression, and transparency. Doing this breaks down barriers and builds connection. These are 3 very different brands whose ability to leverage these 3 secrets in their brand communities has had a significant impact on their bottom line: CrossFit Inc, Free People, and Buffer.
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The document discusses 7 commonly held myths about brand communities and provides the realities. The myths include that a brand community is a marketing strategy, exists to serve the business, will follow if the brand is built, should avoid conflict, and can be tightly managed. The realities are that a brand community requires a business-wide strategy, exists to serve community members' needs, requires engineering the community first, thrives on conflict, and cannot be tightly controlled as they are community-led. Successful brand communities use a combination of pools, webs, and hubs of members and embrace their role as community supporters rather than controllers.
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Harley-Davidson offers a range of motorcycles and related products and services. It has five motorcycle segments and sells parts, accessories, apparel and other licensed products. It also offers financial services and runs a museum. While its core customer is middle-aged men, it is trying to expand to women and younger riders. However, it faces challenges in attracting new demographics and competing in changing markets and against other motorcycle brands.
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Harley D
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This document provides a digital marketing strategy for Victoria's Secret. It begins with an overview of Victoria's Secret as a brand and analysis showing declining sales. Competitors like Aerie, La Senza and Third Love are growing. The strategy proposes generating more online sales and social media engagement through SEO, Google Shopping campaigns, social media, email marketing and improving the customer experience. Personas of target customers are provided along with goals, metrics and tactics for each channel through 2019 to increase sales and loyalty.
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Arsenal - Vet to Vet Presentation Personal Branding
The document discusses personal branding for veteran entrepreneurs. It notes that while civilians respect veterans for their service, they may not understand their unique strengths and challenges. Developing a personal brand can help veterans tell their story and distinguish themselves. The document provides tips for defining a personal brand, auditing online presence, distinguishing yourself authentically, and how effective personal branding can help with business growth and thought leadership.
How to reach your target audience
In this talk I looked how and why you should profile your customer’s.
We also looked at how to build an understanding on how to attract new customers and delight them.
And, how to develop your marketing message in order to increase your engagement and sales.
My linked in
This document discusses how LinkedIn can help the over 250,000 veterans who transition from the military to civilian jobs each year. It outlines how LinkedIn allows veterans to translate their military skills and experiences into a professional format, leverage their connections, and showcase accomplishments to potential employers. Specific features of LinkedIn mentioned include tracking performance reports and awards, obtaining letters of recommendation from commanders, and engaging with groups and organizations to grow professional networks.
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- Metrics for measuring social media success such as fan count, link tracking, coupon codes, ticket sales, and website traffic will be discussed.
- Developing an effective social media policy by outlining its purpose and community focus, permissible content, and monitoring employee usage is highlighted.
- The importance of leveraging brand assets, balancing personal and corporate identities, being proactive and not fearing less control are advised.
Building Relentlessly Relevant Brands
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1. Retail Revolution Is Happening: Store Openings and Closures
2. All-Channel Universe Will Require Adaptation
Top 8 Global Retail Trends
1. Corporate Innovation Is the New R&D
2. Store as a Platform
3. Wellness as the New Luxury
4. Consumers Want to Be Part of a Community
5. Personalization and Customization
6. Resale Is Thriving While Retail Is Struggling
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Brand & Sales Development Through Social Media
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- Social media networks now have search capabilities and companies should include target keywords on profiles and pages.
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Victoria's Secret is the largest American retailer of lingerie, founded in 1977 in San Francisco. It sells lingerie, women's clothing, and beauty products. The company has grown tremendously over the years through comprehensive marketing strategies including its fashion show, promotional offers, and supermodel advertisements. It is considered one of the most powerful, sexy, and glamorous brands in the world. Under CEO Leslie Wexner, Victoria's Secret has become a multi-billion dollar brand and the largest subsidiary of L Brands.
Brand constitency - why it matters and how to maintain it
Brand consistency is important for non-profits for several key reasons: it helps demonstrate the organization is trustworthy, it clarifies their messaging and positioning, and it makes the brand instantly recognizable which can increase supporter numbers and donations. Maintaining consistency across visuals, messaging, and supporter experience is important. Case studies show Macmillan and Parkinson's UK both saw increases in funding after rebranding efforts to improve consistency of their brands. Visual consistency includes maintaining consistent use of color, imagery, fonts and design elements. Messaging consistency ensures supporters understand what the organization does and its vision. Consistency in supporter experience means the organization's values are communicated through all touchpoints.
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Sales & Marketing In the Social Era (Citrix Webinar 9/18/2013)
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Topic: What’s Working NOW: Best Practices for Marketers and Salespeople in the Social Era
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Personal Branding: Women's Private Equity Forum Half Moon Bay, CA March 2017
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- 1. Secrets to Building a Powerful Brand Community @MJSchindler www.nexDimension.net
- 3. Powerful Brand Community Powerful Brand Community Fans and Customers Brand Affinity Shared Values Connection to Other Community Members
- 6. CrossFit
- 10. $2 Billion Estimated net of CrossFit affiliates
- 11. Interest in CrossFit Over Time
- 12. Acceptance
- 13. Acceptance • Eliminate fear and uncertainty • Make your members feel important
- 20. Acceptance
- 21. Free People
- 26. Expression
- 29. Expression • Meet them where they are • Empower them to share
- 30. Meet Them Where They Are #ootd #outfitoftheday #lookoftheday #fashion #fashiongram #style #currentlywearing #lookbook #wiwt #whatiwore #whatiworetoday #ootdshare #outfit #clothes #wiw #mylook #fashionista #todayimwearing #instastyle #instafashion #outfitpost #fashionpost #todaysoutfit #fashiondiaries
- 31. Empower Them to Share
- 32. Empower Them to Share
- 33. Empower Them to Share
- 34. Expression
- 35. Buffer
- 36. >1 Million
- 37. > 2 Million
- 38. > 16,000
- 39. > 87 Million
- 40. Transparency
- 41. Default to Transparency Among Your Community Transparency Trust Community
- 42. Transparency • Default to transparency within your brand • Default to transparency among your community
- 43. Default to Transparency Within Your Brand
- 44. Default to Transparency Within Your Brand
- 45. Default to Transparency Among Your Community
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- 47. Buffer: Hacked
- 48. Buffer: Hacked
- 49. Buffer: Hacked • Pattern of upgrades to paid plans was unaffected • Spike in downgrades from paid plans evened out within a few days • “Almost record number of signups” during the hack
- 50. Buffer: Hacked
- 51. Default to Transparency Among Your Community Transparency Trust Community
- 53. Acceptance • Eliminate fear and uncertainty • Make your members feel important
- 54. Expression • Meet them where they are • Empower them to share
- 55. Transparency • Default to transparency within your brand • Default to transparency among your community
- 56. Building Your Powerful Brand Community Powerful Brand Community Fans and Customers Brand Affinity Shared Values Connection to Other Community Members