The document discusses the benefits of community engagement among motorcycle enthusiasts, particularly through the Harley Owners Group (HOG), emphasizing support for female members and the richly interconnected nature of brand communities. It cites a financial estimation of HOG membership revenue and provides definitions and characteristics of brand communities over time. The document highlights the importance of social connections within communities and their shared passions and rituals.

1. The
Community Economy
presented by
Donna Maria
Tennessee Soap + Candle Meeting
Saturday, March 23, 2019
Radisson Hotel
Nashville, Tennessee

2. Socialize + Learn +
Demonstrate

3. Perhaps the biggest benefit is having access to
other people who love the product …. The club
is particularly active in supporting female
members. Membership is not about rules,
structure and chapters. It’s about engaging with
this massive community of people who can
teach you something or help to make your next
adventure happen. It’s about riding your bike,
exploring the world and living life to the fullest.
Motorcycle News, August 31, 2017
https://www.motorcyclenews.com/news/2017/august/harley-owners-group/

4. Let’s Do Some Math (yay!)
356,000 HOG members
$39 x 12 months = $468 / HOG / year.
$468 x 356,000 = $166,608,000 / year

5. The Origins of Brand Communities @ 1995
Albert M. Muniz, Jr. & Thomas C. O'Guinn
“A specialized non-geographically bound
community based on a structured set of social
relationships among admirers of a brand.”
(1) a shared consciousness;
(2) rituals and traditions; and
(3) a sense of moral responsibility.

6. My Definition of a Brand Community @ 2018
“A collection of people organized around their
mutual attraction to, and identification with, a
particular brand of product or service.”
The “sweet spot” is at the intersection of:
(1) social technologies
(2) desired product and/or service
(3) passion + lifestyle + experience

8. Fat Bee Man

9. I Need KB Shimmer In My Life

10. Rosegirls Wax Melts

12. Best Life Tribe

13. Off The Grid Living for Beginners

14. A Community is an Ecosystem that …
• Publicly connects —
• the brand with buyers
• the brand with prospective buyers
• buyers with prospective buyers
• buyers with buyers
• prospective buyers with prospective buyers