Future of Social Communities

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

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

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.

Influencer Sigh Swoon has created a Patreon account that allows her fans to become more closely connected to her via Close Friends, access to her book club, etc.

NbG by Nike IS A NEW KIND OF SHOPPING APP designed for girls who 'Just Do It' their own way. NbG is an experimental Nike project built by a passionate team with a simple idea: we believe YOU DESERVE TO HAVE A SAY in the products you buy.

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

1. Start Small Scale Big

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

“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