Online community

How Branded, Online Communities are Making Companies Millions

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• published: 14 Jul 2016
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Mark Fidelman from http://www.fanaticsmedia.com and David Axler from http://www.influitive.com discuss how branded communities are changing the game for sports teams and technology companies. Before 1990 only 8 channels could grab out attention. Consumers didn’t have much of a choice did they? And now, there are literally 1000’s of ways to get info Worse, now it’s extremely noisy and your customers and fans are distracted can go elsewhere and even if they have a strong affiliation with your company or team, it’s tough to hold their attention. We need to create engaging, online communities to hold our fans interests, but also get them to advocate on our behalf. Communities that we control and run, communities that won’t make us pay to reach our fans and subscribers All of these companies have told us that their communities are either the number one or in the top 5 revenue generators Let’s go out in build a community, then that community will help us monetize our products Another great example is a fantastic tech story back from Canada. An Amazing Product that happens to be competing in a misunderstood space against a tech behemoth.. Ecobee is an incredible story of how harnessing your advocates facilitates disruption. Simply writing great copy would not be enough for this technology to garner the attention and buzz it needed to unthrown the giant in in the space. ecobee, creator of the world’s first WiFi-connected smart thermostat, has always been ahead of the game. The company’s award-winning thermostats enable hundreds of thousands of consumers to monitor and control their home comfort and energy savings anytime and from anywhere, using their smartphone, tablet, computer, Apple Watch, and voice. ecobee has market-leading hardware and services, but faces a huge challenge because they are a relatively small, Canada-based company competing against the Goliaths in their industry – companies like Google and Honeywell. Reviews drive their success - they need to catch up to Nest (the "Goliath") - and they use their advocates to drive social proof, mainly through Amazon reviews. Educational (product update, features, etc), Surveys, Testimonials, Feedback, Reviews are the main challenge types that are completed.