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