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.
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It Takes a Community to Raise a Brand, Not a Campaign
1. It Takes a Community to Raise a Brand A Presentation By: Sean Moffitt President & Chief Evangelist Agent Wildfire Inc.
2. “ Individual commitment to a group effort – that is what makes a team work, a company work, a society work, a civilization work.” Vince Lombardi
3. “ 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
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5. “ 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
12. 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
13. Running - Nike Plus Finance- 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
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17. 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
29. “ 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)
31. “ 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:
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34. “ 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)
35. A New Brand Paradigm “ Something you Buy” “ Something you Trust” “ Something you Want” “ Something you Prefer” “ Something you Love” “ Something you Participate In”
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39. The Mission – Realigning The Roles of Your Customers Turning Users, Customers and Consumers Into Authors, Producers, Scouts, Testers and Collaborators & Broadcasters Into Community Members, Advocates, Ambassadors and Evangelists Thinktank/ Sounding Board Scout/ Mystery Shopper Advisory Council/ Cause Torchbearer Seeded Adopter/ Beta Tester Customer User Consumer Collaborator/ Producer Evangelist/ Ambassador/ Advocate Community Member/ VIP Insider Person
91. 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 Provide Credibility” “ The Ones Who Attract Attention” “ The Ones Who Connect & Spread the Word”
92. 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 Point
128. Sub-segment Your Community Identify strategies and resources to harness each segment High self-centrality of consumption Strong social ties to community Low self centrality of consumption Weak social ties to community Devotee Tourist Insider Mingler
199. 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…