BRAND COMMUNITIESALEJANDRO DELGADO26-01-2017

Brand Communities - Alejandro Delgado 27/Jan/2017 2

AGENDA What’s a Brand Community

Definition, Benefits Successful Example

Key Learnings Bad Example

Recommendations Quick Guide to Get your Brand Community

Brand Communities - Alejandro Delgado 27/Jan/2017 3

WHAT’S A BRAND COMMUNITY

A specialized, non-geographically bound community, based on a structured set of social relationships among admirers of a brand (Muniz, 2001).

A group of ardent consumers organized around the lifestyle, activities, and ethos of a brand (Fournier & Lee, 2009).

It is not just: Social Network or CRM.

Brand Communities - Alejandro Delgado 27/Jan/2017 4

Member

Innovation

Word of Mouth

Insights &

Feedback

Needs

BENEFITS

Better understanding of the market and customers

A space to share desires, passion, values

Resource for Innovation Mutual Trust Company-

Customer

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AGENDA What’s a Brand Community

Definition, Benefits Successful Example

Key Learnings Bad Example

Recommendations Quick Guide to Get your Brand Community

Brand Communities - Alejandro Delgado 27/Jan/2017 6

SUCCESSFUL EXAMPLES

SUCCESSFUL EXAMPLES

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SUCCESSFUL EXAMPLES

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Across bordersReformulated business strategyDecision making

SUCCESSFUL EXAMPLES

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Hubs: younger audienceCommunity events with employeesNew riders new employeesThird place events: Summer Camp, patio,

barWeb affiliation: HD Museum

SUCCESSFUL EXAMPLES

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The brotherhood in the centerDeep social connections

Tribe

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AGENDA What’s a Brand Community

Definition, Benefits Successful Example

Key Learnings Bad Example

Recommendations Quick Guide to Get your Brand Community

BAD EXAMPLE

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BAD EXAMPLE

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Business strategy does not include its community

Strategy is based on increase efficiency where Walmart is in the center

BAD EXAMPLES

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Lack of positive community affiliationAnti-Walmart networkEmployee satisfaction is not consideredNo hubs, pools

RECOMMENDATIONS

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Community perspective must be considered in every decision

Investments on employees should reflect on employee satisfaction

Identify positive influencers and start working with them, first: employees

Bring the entire community to the stores, a third place: Cooking lessons, elderly care & children events

Performance spacesListen to negative leaders and

include them in the strategy – Community Roles

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AGENDA What’s a Brand Community

Definition, Benefits Successful Example

Key Learnings Bad Examples

Recommendations Quick Guide to Get your Brand Community

QUICK GUIDE FOR SUCCESS

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You are part of the communityEngage your entire company at every

level, it is a company strategyIdentify all member of the community

and look for similarities and differencesServe the people in the communityLook for people that share the values

and interest of the community to promote affiliation

Generate third-places: employees-community

Help people to play a role in the community

THANK YOUALEJANDRO DELGADO26-01-2017