Date post: | 13-Apr-2017 |
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By: Emily Hernandez
Brand CommunityFocuses on the connections between consumers, formed on the basis of attachment to a brand
➔ Emotional◆ Support and encouragement
➔ Humanitarian◆ Explore ways to contribute to
the greater good
➔ Explore◆ Discover interests and skills
Being Girl (Procter and Gamble)
➔ Resource for young, teenage girls, to connect and find out answers about growing up
Being GirlGoal: Global reach, build brand loyalty for a lifetime
➔ Encourages participation◆ Q&A on topics such as
menstruation, eating disorders, acne, and dating
◆ Links to quizzes, games, polls, social media
➔ Advertises◆ Links to products (Always,
Tampax)
BeingGirl Success Factors
Intervention➔ Keep content fresh
◆ Post screening
◆ 100% user generated
Value Creation
➔ Great content
◆ Big sister approach
◆ Q&A on topics such as menstruation,acne
➔ Emotional ties
◆ Build confidence
➔ CRM
◆ Samples, mailings, emails
Harvesting➔ Bottom line benefits
◆ Increased sales
◆ ROI, delivered 4X the Return on Investment (ROI) of traditional marketing
◆ Cost savings
◆ Product innovation
Goal: Create a platform for innovation and customer feedback, improve customer experience
➔ Free Ideas◆ Product innovation
➔ Implementation=loyalty
◆ Over 300 have been implemented
◆ “Starbucks listens to me”
My Starbucks Idea
My Starbucks Idea Success Factors
Harvesting➔ Business Intelligence
◆ Product innovation
● Hundreds implemented
◆ Cost savings
◆ Increased loyalty
Intervention➔ Starbucks Idea Partners
◆ Talk to customers
◆ Filter ideas
Value Creation
➔ Human collaboration
◆ Product ideas
◆ Experience ideas
◆ Involvement ideas
➔ Validation (emotional)
◆ Votes
◆ Implementation
Results