Building Brand Communities - OMN London - Richard Millington
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Building Successful Branded Communities Richard Millington www.feverbee.com [email protected] @RichMillington How you can succeed where most organizations fail
description
Richard Millington's brilliant presentation from the OMN London event on the 30th August 2012
Transcript of Building Brand Communities - OMN London - Richard Millington
Building Successful Branded Communities
Richard Millingtonwww.feverbee.com
[email protected]@RichMillington
How you can succeed where most organizations fail
Most branded communities are
ghost towns
90%
of branded online communities have
less than 100 active members
- WSJ, 2008
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It’s time for a radical rethink
Why do branded online communities
fail?
The Coca-Cola Dilemma
pinpoint the strong common
interest
TimeHobbies
Jobs
Travel
Media (books/magazines)
MoneyCars
Holidays
Homes
Investments
Emotions& Identity
Expensive
•Cars•Money•Holidays•Laptops•Designer suits
Time
•Books/magazines/TV shows•Video games•Sports•Travel products•Hobbies (e.g. gardening)
Emotional Reaction
•Good causes•Politicians•Relationships•Personality products (Innocent drinks, Haagen-Daaz, Jetblue)•Sports teams
Representative
•Apple Products•Red Bull•Green Products•Job/Career-related•Nike Trainers
Don’t fall victim to‘Big Launch Syndrome’
Start small Start
small
Start small Start
small
Grow big
Make the community about
the community
Use Simple Technology
Forums
Mailing lists
White Label
Open Source
Learn to build thriving online communities
pillarsummit.com
(Registration closes Sept 24)
Any questions?
