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

4. Monetize Exclusivity

• Subscription or initiative models enhance exclusivity


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

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.

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

72% of users would apply at least one selection filter for joining a community today - something already occurring on most Facebook groups.

“There are so many powerful stories that live in the groups and we want more people to see them to broaden our audience. So for them to have access to those stories and those true community moments is important.” - Brad Olson, SVP of Member Experience Peloton

“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.” - Brad Olson, SVP of Member Experience Peloton

57% reveal that smaller communities make them feel like they are surrounded by people that care about the same thing as them.