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It Takes a Community to Raise a BrandA Presentation By: Sean Moffitt
President & Chief EvangelistAgent 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
“Leaders have seized on collaboration as a powerful new lever to cut costs, innovate faster, co-create with customers, and usher their organizations into the twenty-first century business environment.”
Don Tapscott/Anthony WilliamsWikinomics
“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 SpectorWeAreSmarter.Org
Agenda
What’s a Brand Community? Why Build One? Types of Brand Communities How to Plan It How To Build It How to Maintain It 51 Leading Examples
What’s a Brand Community?
Brand Community – Also Called:- Customer Community- Brand Influencer Team
- Fan Club- Crowdsourced Network
- Brand Wiki Members- Ambassador Program
-Stakeholder/Developer Forum- Advisory Panel
- Beta Testing Group
What It is Not – Social Network- A Platform (typically media-driven and online) that Brings People Together i.e. YouTube, Facebook, flickr, Wikipedia
Why It Doesn’t Qualify:- People-centricity without a brand orientation- A conduit, not usually the end brand game - A social and media platform, not a brand rallying point
What It is Not – User Generated Promotion- A short term campaign/program that leverages content/insight provided by customers and participants
Why It Doesn’t Qualify:- Longevity short- Reward and incentive –driven- Usually one objective in mind
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
Why It Doesn’t Qualify:- Typically transactional - Does not link customers/member contributions - Individualized but one-way, broadcast-driven
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 PlusFinance- 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
The Magic “Community Triangle”:
Connects companies/brands with customers/ prospects/influencers/members
Connects members with each other
Connects members with non-members/prospective members
Brand Community Pillars– Participation in a group-based collaborative effort– Individual membership in a community – Common desires/goals/interests/passions/values– Brand production and consumption activities– Mutual trust and reward– Socialness, dialogue and interaction– Customization of experience– Online platform w/ offline experiences
Brand Community = Crowdsourcing Citizen Contributors
• People join primarily out of affinity/recreation– Brand resonance– Interests– Chance for reward– Expression/Venting– Creativity– Hobbies– Secret desires– Latent skills and talents
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?
Brand Communities - The End Game: Accelerated sales
More traffic Save costs
Drive marketing efficiencies Entrench brand loyalty Improve operations Support products Upsell services
Brand Communities – Direct Benefits: Better insight and quicker feedback
Competitive intelligence/ market needs
Prepare launches/market introductions
PR defence and crisis management
Runaway word of mouth/evangelism
Reduce customer support costs
Brand Communities – Direct Benefits: Lead the industry agenda & conversation
Organization-wide customer-centricity
Galvanize employees/vendors
Superior innovation/solutions
Favourable grassroots perception
New distribution/selling/customization channel
What’s Changed?A Decade Ago Now
The Web Information Gathering Relationship Building
The Tools 1.0 Search/Broadcast 2.0 Collaboration/Dialogue
Openness Suspicion of Brands Openness to Brands
Scalability Limited by budget Viralness
Limited by geography No borders
Positioned products Mass customization
Key Measure Brand Awareness Brand Word of Mouth
Brand Satisfaction/Equity Brand Participation/Relevance
People/customers are asserting more control over brands
People/customers are reinventing industries by their participation
People/customers are demanding more from their brands
People/customers are relying on “people they know” , the ‘net links them up
The barriers to participate are down, connections are up
A generation of consumers have embraced Web 2.0
Winning brands are moving into the participation marketplace
Brand Communities help tap into four peer-generated market forces
The Implications for Brands?
Brand Communities Can Tap Four Valuable & Untapped Market Forces
Peer Content
Peer Engagement/ Fanship
PeerCollaboratio
n
Peer Advocacy
Why You Should Play “Host” not “Master”
To Your Customers?
“The Customer is in The Driver’s Seat”
“Customers are Reinventing Industries…”
- Freedom- Customization- Scrutiny- Integrity- Collaboration- Entertainment- Speed- Innovation
“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”• Internet access• Mobile/cellphones• Video sharing• Photo sharing• File sharing• Blogs• Forums/Wikis• Rating sites• Open source technologies/APIs• News feeds• Social bookmarking
- 3.3 billion cell phone users
- 1.3 billion Internet users
- 1.3 billion+ social network members
- 110+ million blogs
- Ave. No. of Blog links - 12
- Ave. No. of Facebook friends among Influencers - 164
- No. of Per Person Brand-Related Conversations Each Year – 4,650
“Opportunity for customer connections up”
“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
Community Members: 91% believe community enables them to give candid
feedback 89% believe company is truly concerned on what they have to
say 82% were more likely to recommend the company to others 76% felt more positively about the company 75% felt more respect for the company Members spend 54% more than non-community users
–
Source: Communispace/HBR
• Community users remain customers 50% longer than non-community users. (AT&T, 2002)
• Community users visit nine times more often than non-community users (McKinsey, 2000)
• Community users have four times as many page views as non-community users (McKInsey, 2000)
• 56% percent of online community members log in once a day or more (Annenberg, 2007)
• Customers report good experiences in forums more than twice as often as they do via calls or mail. (Jupiter, 2006)
Evidence of the Power of Brand Community II+++ Customer Loyalty/Relationship/Affinity
• 43% of support forums visits are in lieu of opening up a support case. (Cisco, 2004)
• In customer support, live interaction costs 87% more per transaction on average than forums and other web self-service options. (ASP, 2002)
• Cost per interaction in customer support averages $12 via the contact center versus $0.25 via self-service options. (Forrester, 2006)
Evidence of the Power of Brand Community III+++ Customer Support
The Mission – Realigning The Roles of Your Customers
Turning Users, Customers andConsumers
Into Authors, Producers, Scouts, Testers and
Collaborators & Broadcasters
Into Community Members, Advocates, Ambassadors
and Evangelists
Thinktank/Sounding
Board
Scout/MysteryShopper
AdvisoryCouncil/Cause
Torchbearer
SeededAdopter/
Beta Tester
Customer
User
Consumer
Collaborator/Producer
Evangelist/Ambassador/
Advocate
CommunityMember/
VIP Insider
Person
Nike “The Consumer Decides”• "For every Nike employee,
there's ten million consumers out there deciding whether or not the products and brands we offer really matter.”
• “The Consumer Decides is one of Nike's 11 maxims that really define who we are and how we compete as a company. Clearly, the power has shifted to consumers.”
Mark Parker, CEO - Nike
Types of Brand Communities
Communities Differ Based On …
• The depth of involvement
• The exclusiveness of membership
The 9 Types of Brand Community
Depth
Of
Involvement
Exclusivity
High
Low
Low
High
Brand Cult
Brand Nation
Brand Network
InfluencerGroup
AdvisoryPanel
Fan Club
BrandForums
AmbassadorClub
BrandMeritocracy
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 -AmbassadorProgram
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 -InfluencerClique
Exclusivity - High
Depth of Involvement - Low
http://www.lululemon.com/community/
Dell IdeastormAdvisoryPanel
Exclusivity - High
Depth of Involvement - Mid
http://www.dellideastorm.com/
Harley-DavidsonHarley Owner’sGroups(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
#1 - Organizational Audit#2 - Big Idea/Cause#3 - Set the Tone#4 - Build the Plan
– Focus – Goals, Audience, Type of collaboration– Language– Incentives– Rules– Tools
#5 - Validation of Program #6 - Online platform#7 - Seed & Release #8 - Outreach/recruitment
How toPlan It
Step by Step Community Development
#9 - Staffing/governance#10 - Sell across online and offline channels #11 - Create activity/interactions - Activity depth/frequency #12 – Stimulate Dialogue/Conversation#13 – Provide Experiences to Support#14 - Broadcast/link out to traditional worlds/play up success#15 - Feedback to business#16 - Reward allocation and announcement#17 - Manage retention strategy – discover patterns and
leverage, optimize or fix #18 – Measurement, Insight and Refinement
1. Organizational Audit – Does your firm have the passion for this? – Do your customers want this?– Do you want to truly listen/capitalize on your
community’s/customer’s input?– Do you have the manpower and resources to support
the effort?– Does your organization provide a consistent effort
throughout the customer experience?– Can you make a large enough commitment to see the
returns?– What areas of community input could you most benefit
from?
2. Big Community Ideas That Stick
• Simple — find the core of the community and present it's essence
• Unexpected — grab people's attention by surprising them and exceeding their expectations
• Concrete — make sure a community cause/mission can be grasped easily and remembered later
• Credibility — give a community believability and reason for its existence
• Collaborative – get people involved in the community
2. Big Community Ideas That Stick
• Emotion — help people see the importance of an community (visual)
• Escape – get people immersed in the community in depth, frequency and intimacy
• Evolving – ensure the community changes and adapts based on member's involvement
• Stories — inspire people to use a community through a great narrative/manifesto and ensure its relevant
• Social – get people talking and connecting with each other
3. Set The Tone
4. Build The Plan – FLIRT Crowdsourcing Model
Source: Sami Viitimäki, Flirt Crowdsourcing Model
FLIRT - Key Elements
• Focus
• Language
• Incentives
• Rules
• Tools
Source: Flirt Crowdsourcing Model
Focus
• Business/Organizational/Customer Goals & Motivations
• Type/scale of collaboration
• Amount of Member Exclusivity
• Audience/Depth of customer control
Focus - Marry All Party’s Interestsand Capabilities
- Shared mission?- Benefits measurable?- Benefits visible?- Benefits valuable for the investment of time/energy/money?
Focus – Type of Collaboration/Goals• Innovation P&G’s Innocentive• Product development
–New Threadless–Existing My Starbucks
• Content generation Jones Soda• Decision making Marketocracy• Funding Cambrian House• Research – Insight TiVo• Customer Experience
– Support Intuit– Expanded occasions WD-40– Optimal experience Specialized Rider’s Clubs
• Marketing–Advertising Big Rock–Sales/Leads Ebay/Amazon–Word of Mouth Maker’s Mark
• Distribution Channel Amazon• Employee IBM
Oftentimes, successful brand communities have multiple levels or types of collaboration
Focus – Scale/Nature of Collaboration
Collaboration Exclusivity Brand BenefitFan Club Low Low Brand AffinityBrand Forums Mid Low Brand UseBrand Nation Low Mid Brand ValuesBrand Network High Low Brand ParticipationAmbassador club Mid Mid Brand AdvocacyInfluencer 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- Who are they?- Who will be the first to seed?- How many of them?- Who qualifies? Why?- Characteristics? - What do they care about? What’s in it for them?- What do they talk about?- Who do they talk to? How do they interact?- How to contact/intercept them?- Is their an existing pool of people?
Who are the Natural Forming Groups
Key Community Audiences
• Creators - create content
• Critics – scrutinize content
• Connectors – recruit members/ link/aggregate others
• Crowds – consume/validate content
Source: Flirt Crowdsourcing Model
Interplay Among Audiences
Creators• Generate original ideas/content• Compete for the best solution
– In it for:• the challenge• learning• fame• recognition• explicit rewards
• Key community need:– feed intrinsic motivation– offer relevant extrinsic motivation– ensure sufficient level of creative freedom
Critics & Connectors• Involved in the conversation
• Spread the word
• Aim to influence a large # of people– In it for – Critics:
• emphasize opinions• seek authority among their audience
– In It for – Connectors:• emphasize sharing• seek to connect with a large audience
• Key community need:– Be transparent & authentic
– Enable effective conversation
– Interact
Crowds• Low-level participation; activate in key events• Consume/vote on content• Decide what truly has value and what is useless
– link to mainstream• Communicate mostly with ”friends”
– In it for:• Participation ease, content and information• Entertainment/services/education/experience
• Key Community Need:– eliminate barriers to participation– show influence in real time– draw into deeper levels of participation
Language
• Authenticity• Transparency• Understand & respect
– context– customer
• Know social objects & emphasize social verbs
• Human• Show them you’re
affected
Incentives
• Intrinsic• Better life• Challenge• Creativity• Satisfying curiosity• Learning• Fun & Enjoyment
Incentives• Extrinsic
• Fame• Recognition (peer & company)• Access to channels & resources• Reciprocity / community
• Explicit• Own products and services• 3rd party offerings• Other non-monetary rewards• Cash rewards
Rules• Shared focus and objectives• Manifesto – communicate themes• Rules of initiation• Rules of interaction • Rules of intellectual exchange• Manufacturing constraints• Arbitrary rules• Rules/guidelines to spur creativity• Governance – who makes new
rules?
Tools• Platform
– own / 3rd party / hybrid– Singular/multiple
• Tools for creation/developement– web service / physical devices / ideas
• Tools for activity – see next slide• Skills & Knowledge
– required education/prvious use
• Company tools– internalizing/converting it into action
The 11Cs - Tools for Communities- Categorization i.e. tagging, sections, levels, lists- Collective Wisdom i.e. rating, ranking, voting, polls- Co-creation/collaboration i.e. CGM, ideas, reviews- Competition i.e. rewards, contests, status- Customization i.e. widgets, avatars, profiles- Conversation i.e. blogs, forums, comment,
The 11Cs - Tools for Communities
- Connection i.e. messaging, integration, feeds- Contextual i.e. mobile, offline, online, IM- Community i.e. social networks, groups, teams - Communication i.e. photo/video/albums/news- Culture i.e. recruitment, engagement, causes
Amazon- Designed for Socialness
5. Validation of Community• User experience/
comprehension?• Member qualification?• Technical
scalability/flexibility?• Seamless integration?• Data integrity?
5. Validation of Community• Creative/design
acceptance?• Word of Mouth Referral
appeal/Net Promotability?
• Browser acceptance?• SEO friendliness?• Analytics?
Evaluating a Great Digital Brand Experience
Source: Logic+Emotion
How To Build a Brand Community
Step by Step Community Development
#1 - Organizational Audit#2 - Big Idea/Cause#3 - Set the Tone#4 - Build the Plan - FLIRT Crowdsourcing Model
– Focus – Goals, Audience, Type of collaboration– Language– Incentives– Rules– Tools
#5 - Validation of Program #6 - Online platform#7 - Seed & Release #8 - Outreach/recruitment
How toBuild It
6. Online Platform - Factors• Goals of site?• Design expectation?• Open source/proprietary?• Depth of communication?• Brand/community
facilitation?• Exclusivity requirement?• Sophistication level of
audience?• Need for dialogue?• Cost and resource intensity?• Privacy requirements?
6. Online Platform - Options• Community Portal - Mozilla• Closed Influencer Network – P&G
Tremor and Vocalpoint• Forum-based – Intuit• Blog-based – Stonyfield Farms• ”Create, Rate and Develop” User-
Generated Based Site – Threadless• Branded social network – Bud TV• Community Microsite – Dos Equis• Cause-related site – VanCity’s
Change Everything• Virtual World – MyCoke.com• AdverGames – BK Games
Why Build Your Own Community (vs. operate on someone else’s network)
• Act as a destination for all other inititaives
• Identifies higher order advcoates
• It remains as a shared asset with your participants (not part of somebody’s else agenda)
• Costs are controllable
• Flexibility of purpose, design and longevity
• The OFFICIAL authority and source platform for company social information
Drawbacks of Creating Your Own• Level of
honesty/transparency
• Lack of scale and traffic
• Objectivity
• Resource intensity and trouble shooting too difficult to manage
• Lack of member centricity or sufficient news
7. Seed & Release - Refrain from mass marketing support of
your community until you have built up a bank of social currency and seed advocates
• Alpha – internal people• Beta – small external, early
adopting group • Community managers – initial
outreach• Launch Influencers – powerful
grassroots media and word of mouth transmitters
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
ProvideCredibility”
“The Ones Who
AttractAttention”
“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 PointMalcolm Gladwell, the Tipping Point
Pace of Expansion - Flickr
• “We very carefully built the community on Flickr, person by person. The team and I greeted every single person who arrived, introduced them around, hung out in the chatrooms”
• “It was a very hands-on process, building the community. And in the beginning Flickr was built side-by-side with feedback from the community: We were posting over 50 times a day in the forums. “
• “After you hit, say 10,000 members, or so, hopefully you’ve created a strong enough culture that people are greeting each other. It really is kind of like building a civilization. You need to have a culture and mores and a sense of this is “what people do here.”
8. Outreach and Recruitment - • Existing audience
– Employees– Database – Customers,
Stakeholders, Suppliers– Referral – Fans, Enthusiats
• Online– Search/SEO– Referral– Social media/links– Viral/video sharing– Social networks– Online ads– Widgets
8. Outreach and Recruitment -
• Offline– Intercepts– Events– Consumer/Trade
Shows– Brand Experience– Kiosk– PR/Stunts/Buzz– Paid media/promotion– Retail expsoure– Referrals
The Law of the Social Few • The 50-20-10-1 Rule
• 50% of people will passively participate/repeat• 20% will actively and frequently consume/trade content• 10% chime in opinions/rate and vote on content• 1% develop and innovate content
• Traffic is found in the social aspects of a community:• ”80% of Facebook users post on a wall”
• The average social networker has 79 friends• The top two reasons people join communities are to:
– Connect with other like-minded people – Ability for members to help others
How To Maintain a Brand Community
How to Avoid This…
Biggest Obstacles Managing Brand Communities
• Getting people involved in the community (51 percent)
• Finding enough time to manage the community (45 percent)
• Attracting people to the community (34 percent)
Source:Deloitte/SNCR
Step by Step Community Development
#9 - Staffing/governance#10 - Sell across online and offline channels #11 - Create activity/interactions - Activity
depth/frequency #12 – Stimulate Dialogue/Conversation#13 – Provide Experiences to Support#14 - Broadcast/link out to traditional worlds/play
up success#15 - Feedback to business#16 - Reward allocation and announcement#17 - Manage retention strategy – discover
patterns and leverage, optimize or fix #18 – Measurement, Insight and Refinement
How toMaintain
It
9. Staffing and Governance• Organization vs.
Community-led?
• Staffing?
• Policies?
• Policing/Handling disputes?
• Meritocratic hierachy?
The Role of the Brand Evangelist – Core Responsibilities
• Community Advocate - engaging customers by responding to their requests and needs
• Brand Evangelist - host and promote events, products and launches to customers by using blogs, social networks, targeted seeding and conversational discussions
• Communication Owner – microsite and blog editorial planning, content, publishing and follow up; identifying and inspiring advocates, and embracing detractors
• Community Filter - responsible for gathering the requirements of the community in a responsible way and presenting it to client teams
• Moderator/Ombudsperson/Police
• Crowdsourcer
Brand Evangelist - Tasks– Program manager/developer – overall
leadership of program– Events host – be the face of the brand
and community at sponsored events– Recruitment lead – become a rallying
point for inviting people in– Blog author/announcements – post
frequently updates and successes of the community
– Forum moderation –spark lively debate and exchange within forums
– Research collector – ensuring the proper info gets collected and insights generated
– Online administrator – handling uploads and downloads of information online
Brand Evangelist – Tasks (cont’d)– Community ambassador – being the face
of this program with key stakeholders– Personal concierge – interacting one on
one with new and VIP members– Client team intermediary, go-to and on-
the-ground person– Product educator – mentoring loyal
customers and new people – Mystery shopper/street/online intercepts –
identifying true influencers– Pushing the membrane – online/offline
outreach – executing creative ideas that push the brand into new exciting areas
– Client stir stick – being the conscience of the community inside the company
Brand Evangelist - Skills• Resilience, passion, persistence • A keen sense about or an active
participant in the community of interest
• Project management - being able to handle multiple tasks at the same time with a customer service orientation
• Creative - willing to try new things, to be self-starting and obsessed with – measurement as well.
• Communication skills – comfortable speaking offline/online
Brand Evangelist - Skills
• Social – likable, conversational and want to find and attract a passionate audience
• Helping move mountains – assisting teams in getting community and thus client and members to be as successful as it can be
• Encourage word of mouth and community - starting the conversation, recruiting others to join & ensuring that it continues
• Experience with, and passion for, creating and consuming new content types: websites, social networks, blogs, podcasts, wikis, etc.
10. Online/Offline Expansion• Infect the customer experience with
community touchpoints from front to back
• Ask questions, spawn debate & drive traffic in your mass communication
• Cement existing membership by sponsoring offline events
• Extend out to social networks
• At scale, create offshoot subgroups and community branches
Community Extensions
• Video – i.e. YouTube• Photo – i.e. Flickr• Social Networks – i.e.Facebook• Bookmarking – i.e. Stumble Upon• Microblogging – i.e. Twitter• Mashups – i.e. Google• Widgets – i.e. Wordpress• Events – i.e. Upcoming• eCommerce – i.e. Craigslist• Search engines – i.e. Technorati• Wiki-based sites – i.e. Wikipedia• Location-based site – i.e.
Brightkite
11. Activity/Interactions• Design to terminate barriers to
participation
• Create a real sense of vibrancy and content
• Draw people deeper step by step
• Personalized appreciation and attention
• Create additional bank of social currency
Community Success Drivers
Options for Continued Engagement
Nominate/Gift Others Polls/Tests/Games Broadcast Profile/Get Fame Testimonials/Sharing Stories Referral/Team Building Influence company direction Playback successes Become Recognized Create Avatars/Personalization
Competitions/Challenges/Memes Influencer-generated marketing Local meetups/special events Compilations/submissions/memes Earn Influence Points Support charity/cause Customized rewards/treatment Win privileged Access Add multimedia (music/objects)
12. Dialogue/Conversations• Tone of Voice
• Engagement Rules
• Tyoes of Conversations– Ongoing, dynamic, currency
• Design to draw people deeper step by step– New guests– Members– VIps
Tone of Voice
• Pay attention• Be human• Demonstrate
authenticity• Participate actively• Facilitate
consumer customization/control
Engage in 27 Types of Conversation
Acknowledge receipt
Advertise something
Answer question
Ask a question
Augment a post
Call for action
Disclose personal info
Distribute media
Express agreement
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 ExperiencesQualified community members should be exposed to an immersive brand/product experience before any substantial community activity occurs:
The experience should provide one of the following:
- Exclusivity - Entertainment- Education- Escape- Aesthetic/sensory- Customization/personalization and/or- Interaction
13. Supporting Experiences
ExamplesProduct based- free product/trialExperience Based – special eventVIP-Based – sneak previewActivity-Based – competitionResearch-based – beta tester panelAltruism – goodwill badging/gifting
14. Playback Successes• Celebrate milestones
• Broadcast the process involved
• Show how contributions have impacted brand
• Feature members, stories and tesimonials
• Create network effects – the more people who join, the more everybody benefits
15. Feedback to BrandTypes of Feedback• Traffic/Membership• Engagement/Attention• Advocacy/Net Promotability• Sales/Conversion• Content• Visibility• Insight/Ideas• Support/Sentiment• Linkage ot Goals
Most Popular Community Metrics
- Traffic Pattern & Statistics - 75%- Community Member Engagement - 74%- Unique Number of Visitors - 72% - New Member Registration - 70%- Member Satisfaction - 59%- Provide Feedback/Ideation for R&D - 49%- Number of Referrals by Members - 33%- Transition Lurkers into Active Members - 29%- Impact of community on revenue - 27%- Mentions of Organization or Brand on other Community Sites - 27%
Most Popular Community Metrics(cont’d)
- Ratio of Comments per Post - 25%- % of Product Forum Posts that receive Answer - 20%- Promotions of Community Members to moderators - 20%- Keywords for Forums and Blogs - 17%- Cost Savings for Customer Service 16%- Ave. # of Customer Service Tickets/Month - 13%- Other - 13%- Number of Product Trial Downloads - 12%- Ave. Number of Tech Support tickets/month -11%- Cost Savings for Tech. Support - 11%- Average Time for a response - 10%
16. Reward Allocation/Announcements
• Frequency?• Criteria?• Experiential/Virtual?• Expectedness?• Reciprocity?• Motivation?• Sustainability?• Broadcast winners?
16. Types of Rewards• Experiences/events• Free product• Badges/merchandise• Tokens/Treats• Money (for transparent effort)• Charity
Non-Monetary Rewards• VIP Status• Rankings• Points• Influence• Featured Fame
17. Retention Strategy• Identify your front row, treat them
as VIPs
• Understand triggers and dead zones
• Assess ongoing needs of community
• Extend out to different on ramps and off ramps
• Max out on positive engagement rules...
Member Engagement Rules1) Be willing to acknowledge and value what
I have to say (yes, and…not no but…)
2) Make me an offer/pose a question and ask me to do something/react (don’t show me an ad and ask me to admire it)
3) Let me know what you want me to do. And how? And Why?
4) Give me a platform to drive my attention and make me look good
5) What thing – however small – can you do to improve my life
Member Engagement Rules
6) Play – if it seems easy and fun, I’ll ask someone else to play
7) Understand the environment – set the tone and determine what’s good and bad
8) If I’m going to be involved, you need to be involved
9) Love your 1 percenters
10) It doesn’t matter what you say, if I don’t like how you say it
Member Engagement Rules
11) Make mistakes, admit them, change and move on
12) Lower barriers – make this relationship low maintenance, add complexity later
13)Let the mess show – show me more and I’ll trust you more
14)Share your secrets – tell me something I don’t know and make me feel special
Member Engagement Rules
15) Be changed – show me that you’ve listened
16) Show humanity
17) There are no rules, just guidelines
Source: Change This,
Cherkoff/Moore
Sub-segment Your Community
High self-centrality of consumption
Strong social ties to community
Low self centrality of consumption
Weak social ties to community
Devotee
Tourist
Insider
Mingler
Identify strategies
and resources to
harness each
segment
18. Measurement, Insight, Refinement
• Audit community• Review vs. goals• Quarterly reviews w/
brand• Consider revised:
– Features/Content– Extensions/Contractions– New Audiences– New Applications
• Broadcast value and commitment internally
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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