Future of Social Communities

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

1. Start Small Scale Big

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

- Brad Olson, SVP of Member Experience Peloton

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

INFLUENCERS ARE PRIORITIZING MONETIZED CONTENT AND COMMUNITIES AS AD REVENUE CAN BE UNRELIABLE

“Our community has been a great source of ideas for new product features, so much so that we’ve rolled out “Feature Friday” in our Facebook group. Every Friday, we invite members to share their ideas, which our product team reviews as key input to our product roadmap.” - Brad Olson, SVP of Member Experience Peloton

3. Deeper Fan Engagement

• Community members can be a part of fan-made boards for the brand, test product, etc.