Building a community for a brand goes beyond having a group of people who are deriving a tangible benefit from using the product. It is a continuously revolving cycle that involves- 1. User to product interactions (Engaged userbase)- Having a product that fulfills the user's desires. 2. User to brand interactions (Engaged audience) - An emotional connect with the brand. This can happen with a great product as well as continuously talking with your audience through various channels. 3. User to User interactions (Engaged community) - By creating an emotional connection between users, they no longer perceive themselves as just a customer. This should flow back into product roadmaps.

1. Classifying community
members
Using Team BHP as an example
Source: Team BHP
Note: User names have been concealed to respect privacy

2. WHO COMPRISE COMMUNITY?
EARLY JOINERS are frontrunners that lay down the norms for what can
be deemed as acceptable behaviour in the community and ensure that it is
adhered to
INFORMATION SPECIALISTS are the ones who members look to for
getting connected to new information
CONVERSATIONALISTS are the ones who mainly contribute to
discussions that have been initiated by other members but normally don't
initiate discussions on their own
PERSUADERS are the ones who are powerful advocates of the
community's message and spread the word
CONNECTORS are the people who have a big network of friends and
acquaintances they can introduce to the community
LAGGARDS are the late joiners
TEMPORARY MEMBERS might be there in the community only for the
achievement of a specific objective

3. An EARLY JOINER moderating the community and also
providing his valuable insight on the topic

4. An INFORMATION SPECIALIST breaking the news
of spotting a new car that is about to be launched.

5. This member is both a PERSUADER as well as a
CONVERSATIONALIST. He has not only told other
members about the launch but is also hailing it as the
segment leader. He ten also goes on add his thoughts to
the review of the car.

6. Another CONVERSATIONALIST. He is making an
attempt to take the conversation further.

7. This guy here can be called a CONNECTOR since he is
pointing someone looking for legal advice to a thread
on the community.

8. A typical example of a LAGGARD making in an effort
to join in the discussion

9. TEMPORARY MEMBERS who have joined the
community to achieve a specific objective. In this case, to
seek advice for buying a new car.

10. THANK YOU
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