Future of Social Communities

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4. Monetize Exclusivity

• Subscription or initiative models enhance exclusivity


• Monetization can be scaled in tiers, exclusive merch, etc.

“We want the discussions to be more than just about our product; that would be self-serving. We want it to be more than that. We see people sharing life’s successes and tragedies, setting goals and holding one another accountable.”

1. Start Small Scale Big

• Focus on building with your core audiences first, and let them become the advocates that recruit others

After establishing its FANography insight community, sports broadcasting leader ESPN has been able to bring market research in-house, saving approximately $650,000 in one year.

The move to a true community repositions the topics of conversation from what the brand cares about to what the community talks about

“People are more interested in the social links that come from brand affiliations than in the brands themselves.”

COMMUNITIES SHOULD ACT AS ENHANCERS: in service of the product or the experience

Community Elements:1. Exclusivity: Early access to product. Members only merch. Access to content.2. Pricing: Percentage off sales. Shipping savings. Preferred partner pricing.3. Community: Access to communities. Members only events. Members only apps.