Future of Social Communities

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.

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.

“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

DEWALT, the leader in the professional power tool market, revealed that it has saved close to $6 million in research costs alone since launching its insight community.

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

2. Own Your Community

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

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

“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