2. Is brand building really
about community?
• Communities:
- Increase word of mouth (35%)
- Increase brand awareness (28%)
- Bring new ideas to the organization faster (24%)
- Increase customer loyalty (24%)
2
3. What are the obstacles
to building community?
• Getting people involved in the community (51%)
• Finding enough time to manage the community (45%)
• Attracting people to the community (34%)
3
4. If you are marketing
for a brand, what
does a consumer want?
• To connect with people.
• To help and be helped.
• To discuss a hot topic or issue.
4
5. If you are marketing
for a brand, what
do you want?
• Idea generation
• Customer service
• Co-innovation
• Amplification of word-of-mouth
• New product development
• Product testing
• Reputation management
• Market research
• Public relations
• Employee communications
5
6. If it is about community,
what does marketing
have to do with it?
• Give customers a place to discuss your organization.
• Help your staff understand customer needs and
desires.
• Gain consumer insights.
• Develop a culture centered on customer feedback.
6
7. How do you build a
community?
• Focus on what the customer needs.
• Develop relationships with multiple connections and
touch-points.
• Make it feel local.
• Don’t create more just to have more. Make
everything relevant and useful.
• Recognize those that contribute most.
• Communicate back and forth. Don’t just listen.
7
8. Why is building
community so hard?
• The more content you have, the more members you
will get.
• The more members you have, the more content you
will get.
8
9. Consumers are inviting brands
to become part of their
discussions. Brands need to
show up and socialize.