secrets to building powerful brand communities: presented at digital summit atlanta 2014
DESCRIPTION
Basically, a brand community is a group of people who possess a common interest in a brand. But a powerful brand community, one that has a powerful impact on the bottom line for your business, has another element: instead of just being a group of people who are interested in a brand, they are a group of people who are also deeply interested in and connected to each other. There are 3 secrets to developing interest and connection among brand community members that will build a powerful brand community: you must offer your fans and customers mutual acceptance, expression, and transparency. Doing this breaks down barriers and builds connection. These are 3 very different brands whose ability to leverage these 3 secrets in their brand communities has had a significant impact on their bottom line: CrossFit Inc, Free People, and Buffer.TRANSCRIPT
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Secrets to Building a
Powerful Brand
Community @MJSchindler
www.nexDimension.net
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Brand Community
Brand Communit
y
Fans and Customer
s
Brand Affinity
Shared Values
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Powerful Brand Community
Powerful Brand
Community
Fans and Customers
Brand Affinity
Shared Values
Connection to Other Community Members
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The 3 Secrets
BrandCommunit
y
Expression
Acceptance
Transparency
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Powerful Brand Communities
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CrossFit
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7,000Affiliate gyms
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166%Year-over-year
growth rate
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2%
Failure rate
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$2 BillionEstimated net of CrossFit affiliates
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Interest in CrossFit Over Time
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Acceptance
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Acceptance
• Eliminate fear and uncertainty
• Make your members feel important
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EliminateFear and Uncertainty
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Eliminate Fear and Uncertainty
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Eliminate Fear and Uncertainty
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Make Them Feel Important
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Make Them Feel Important
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Acceptance
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Free People
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30%Revenuesincrease
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20%Fourth quarter
Sales surge
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24%Rise in wholesale revenues
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54%Rise in retail revenues
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Expression
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Free People’s FPMe
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Free People’s FPMe
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Expression
• Meet them where they are
• Empower them to share
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Meet ThemWhere They Are
#ootd #outfitoftheday #lookoftheday #fashion #fashiongram #style
#currentlywearing #lookbook #wiwt #whatiwore #whatiworetoday
#ootdshare #outfit #clothes #wiw #mylook #fashionista
#todayimwearing #instastyle #instafashion #outfitpost #fashionpost
#todaysoutfit #fashiondiaries
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Empower Them to Share
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Empower Them to Share
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Empower Them to Share
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Expression
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Buffer
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>1 Million
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> 2 Million
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> 16,000
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> 87 Million
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Transparency
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Default to Transparency Among
Your Community
Transparency Trust Community
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Transparency
• Default to transparency within your brand
• Default to transparency among your community
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Default to Transparency Within
Your Brand
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Default to Transparency Within
Your Brand
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Default to Transparency Among
Your Community
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Buffer: Hacked
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Buffer: Hacked
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Buffer: Hacked
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Buffer: Hacked• Pattern of upgrades to paid plans
was unaffected• Spike in downgrades from paid
plans evened out within a few days
• “Almost record number of signups” during the hack
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Buffer: Hacked
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Default to Transparency Among
Your Community
Transparency Trust Community
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Building a Powerful Community
POWERFUL
BrandCommunit
y
Expression
Acceptance
Transparency
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Acceptance
• Eliminate fear and uncertainty
• Make your members feel important
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Expression
• Meet them where they are
• Empower them to share
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Transparency
• Default to transparency within your brand
• Default to transparency among your community
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Building Your Powerful Brand Community
Powerful Brand
Community
Fans and Customers
Brand Affinity
Shared Values
Connection to Other Community Members