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Brand communities: Tips

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carole888

Some tips to build an efficient brand community

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By Carole Ryon & Rianne Olde Keizer
Brand Communities • Good or service • Social relationships • Shared consciousness: legitimacy & oppositional brand loyalty • Rituals and traditions • Sense of moral responsibility
A strong brand community • Increases customer loyalty • Lowers marketing costs • Validates brand meanings • Provides access to new ideas
Content • GoodCase Practice: Saab • Bad Case Practice: Microsoft and Porsche • Tip to build a brand community
Saab • Owned by GM • Swedish • ‘unique premium alternative to big name luxury brands such as BMW’
Saab • Engineer the community and the brand will be strong -> Forms of affiliation are in place 1. Members recognize each other 2. Members feel a sense of responsibility
Saab 3. Saab aims to remain small 4. Sponsors annual conventions & provides different opportunities of involvement • Serve the customers, embrace diversity, use offline channels and scripts
Saab • Embraces conflict 5. ‘yuppies’, ‘snaabs’ 6. Saab vs. Volvo 7. GM acquisition • Do not aim to control your community • Business Strategy (GM) rather than Marketing Strategy
Easy to establish a strong brand community?
Bad Case Practice
Bad Case Practice Partly lose control
Bad Case Practice Free an empowered customers
Bad Case Practice: Microsoft Robert Scoble
Bad Case Practice: Microsoft Attention devoted to one opinion leader
Bad Case Practice: Porsche Needed rivalries and conflicts with other brands to differentiate themselves Us AND the others
What should you keep in mind to build a strong brand community?
“Getting brand community right “ Susan Fournier and Lara Lee • Consider the community management as a company strategy • Keep in mind that the community serve the community members • Engineer your brand community • Define clearly who you are regarding the other brands and benefit from the rivalry • Take into account all the community’s members and understand the role that each plays • Think further than online to build a strong community • Do not try to control everything but provide the conditions needed for a strong community
Tips Engagement Size Product Community members Individual The entire company
Tips Active community Tell stories and myths
Tips Co creation Unique features
Brand community is all about connection

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Brand communities: Tips

  • 1. By Carole Ryon & Rianne Olde Keizer
  • 2. Brand Communities • Good or service • Social relationships • Shared consciousness: legitimacy & oppositional brand loyalty • Rituals and traditions • Sense of moral responsibility
  • 3. A strong brand community • Increases customer loyalty • Lowers marketing costs • Validates brand meanings • Provides access to new ideas
  • 4. Content • GoodCase Practice: Saab • Bad Case Practice: Microsoft and Porsche • Tip to build a brand community
  • 5. Saab • Owned by GM • Swedish • ‘unique premium alternative to big name luxury brands such as BMW’
  • 6. Saab • Engineer the community and the brand will be strong -> Forms of affiliation are in place 1. Members recognize each other 2. Members feel a sense of responsibility
  • 7. Saab 3. Saab aims to remain small 4. Sponsors annual conventions & provides different opportunities of involvement • Serve the customers, embrace diversity, use offline channels and scripts
  • 8. Saab • Embraces conflict 5. ‘yuppies’, ‘snaabs’ 6. Saab vs. Volvo 7. GM acquisition • Do not aim to control your community • Business Strategy (GM) rather than Marketing Strategy
  • 9. Easy to establish a strong brand community?
  • 11. Bad Case Practice Partly lose control
  • 12. Bad Case Practice Free an empowered customers
  • 13. Bad Case Practice: Microsoft Robert Scoble
  • 14. Bad Case Practice: Microsoft Attention devoted to one opinion leader
  • 15. Bad Case Practice: Porsche Needed rivalries and conflicts with other brands to differentiate themselves Us AND the others
  • 16. What should you keep in mind to build a strong brand community?
  • 17. “Getting brand community right “ Susan Fournier and Lara Lee • Consider the community management as a company strategy • Keep in mind that the community serve the community members • Engineer your brand community • Define clearly who you are regarding the other brands and benefit from the rivalry • Take into account all the community’s members and understand the role that each plays • Think further than online to build a strong community • Do not try to control everything but provide the conditions needed for a strong community
  • 18. Tips Engagement Size Product Community members Individual The entire company
  • 19. Tips Active community Tell stories and myths
  • 20. Tips Co creation Unique features
  • 21. Brand community is all about connection