Brand communities

What is a brand community?

A specialized non geographically bound community, based in a structured set of social relationships among admirers of a brand

What are the 3 characteristics of a BC?

• Shared consciousness of kind

• Shared meanings and rituals :

• sense of moral responsibility and obligation: if a fan confused I try to help him

What are the 4 community practices?

1) Social Networking: welcoming, empathizing, governing

2) Impression management: evangelizing , justifying

3) Brand use: grooming, customizing, commodititizing

4) community engagement: documenting, milestoning

What is the consumers’ engagement + formule.

(like+shares+comments)/ reach x 100

What are the 3 dimensions of the engagement?

• behavioral: physical react to the content

• cognitive: the space we take in customers mind

• affective: how customers feel when they interact with the brand

What are the 5 drivers of engagement?

• personal level of commitment to the community: how committed to the community members

• personality factors: how much the person is introvert or extrovert

• personal motivations: what benefits the consumer try to gain

• community setting: how community is designed, what they allows

• brand characteristics: the types of brands lead to different types of engagement

What are the benefits of BC for consumers?

• feeling of belonging and identification

• socialisation

• self-discovery

• knowledge and information

• escapism and entertainment

What are the benefits of BC for brands? (8)

• understand consumer behavior

• Value and brand co-creation

• WOM & brand advacocy

• Product innovation & co-production

• product adoption

How to manage a BC?

• promote UGC- freedom -self exhibition = #

• promote social influence- use influencers = trend macro

• provide rewards= by providing exclusive content

• support communication and interaction= involve people by asking their preference

• share values, stories, and inspire trust= provide value that shows your DNA

What actions prompt customers to purchase? (6)

• Being responsive: answering people, addressing people claims, questions, requests is the top key of content

• offering promotion

• providing educational content: being a leader in term of information and instructional content on social media can be effective

• interesting visuals:

• being funny: generates strong emotions, is a factors to increase virality

• offering exclusive content: behind the scenes