4. Monetize Exclusivity

• Subscription or initiative models enhance exclusivity


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

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

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

- Brad Olson, SVP of Member Experience Peloton

“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

2. Own Your Community

• Brands can have dozens of non-official pages, but there can only be one official

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