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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
Brand Communities - Alejandro Delgado 27/Jan/2017 5
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
Brand Communities - Alejandro Delgado 27/Jan/2017 7
SUCCESSFUL EXAMPLES
Brand Communities - Alejandro Delgado 27/Jan/2017 8
Across bordersReformulated business strategyDecision making
SUCCESSFUL EXAMPLES
Brand Communities - Alejandro Delgado 27/Jan/2017 9
Hubs: younger audienceCommunity events with employeesNew riders new employeesThird place events: Summer Camp, patio,
barWeb affiliation: HD Museum
SUCCESSFUL EXAMPLES
Brand Communities - Alejandro Delgado 27/Jan/2017 10
The brotherhood in the centerDeep social connections
Tribe
Brand Communities - Alejandro Delgado 27/Jan/2017 11
AGENDA What’s a Brand Community
Definition, Benefits Successful Example
Key Learnings Bad Example
Recommendations Quick Guide to Get your Brand Community
BAD EXAMPLE
Brand Communities - Alejandro Delgado 27/Jan/2017 12
BAD EXAMPLE
Brand Communities - Alejandro Delgado 27/Jan/2017 13
Business strategy does not include its community
Strategy is based on increase efficiency where Walmart is in the center
BAD EXAMPLES
Brand Communities - Alejandro Delgado 27/Jan/2017 14
Lack of positive community affiliationAnti-Walmart networkEmployee satisfaction is not consideredNo hubs, pools
RECOMMENDATIONS
Brand Communities - Alejandro Delgado 27/Jan/2017 15
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
Brand Communities - Alejandro Delgado 27/Jan/2017 16
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
Brand Communities - Alejandro Delgado 27/Jan/2017 17
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
