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Brand Community
What is it
• A platform where both corporation and customer share content
• Formed when like minded consumers identify with a particular brand, and share significant traits
The Audience?
• Membership includes– Fans of the business– Key influencers of
specific segments– Engaged employees
• Participants fall into– Creators– Critics– Spectators
Why do they use it?
• Brand– Feedback– CRM– Loyalty
• Customers– Emotional – Social– Quantitative
ENGAGEMENT
Examples
• Harley Davidson• Jones Soda• Nike Plus• Dell Ideastorm• Crackberry
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