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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