It Takes a Community to Raise a Brand, Not a Campaign

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    11-Aug-2014
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In today's marketplace, it truly does take a community not a campaign to raise a brand. Inside, you will find the definition of, reasons for, types of, 18 steps to build and 51 examples of brand communities as pulled together by Sean Moffitt from Agent Wildfire. I hope you enjoy and benefit from our successes, mistakes and learning.

Transcript of It Takes a Community to Raise a Brand, Not a Campaign

  • 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
      • 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 Williams
      • Wikinomics
  • 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
    • Agenda
    • Whats 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
  • Whats 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 Doesnt 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 Doesnt 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 Doesnt 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 brands benefit
  • Running - Nike Plus Finance- Wells Fargo Stagecoach Island Hospitality My Starbucks Idea B-to-B - Intuit Quickbooks Community Automotive - Camp Jeep Travel Starwoods 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
  • Whats 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 Peer Collaboration Peer Advocacy
  • Why You Should Play Host not Master To Your Customers?
  • The Customer is in The Drivers 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
  • Opportunity for customer connections up
    • 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
  • 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 t