4. Monetize Exclusivity

• Subscription or initiative models enhance exclusivity


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

“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

3. Deeper Fan Engagement

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

“If you look at these fan clubs or VIP memberships that have launched, it’s tied to exclusive, specific types of content being provided by influencers and celebrities.”- Krishna Subramanian, CEO of influencer marketing firm Captiv8.

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

From 2007 to 2018, social media was centralizing in platforms like Facebook, YouTube or Medium. Now, people are going back to owning their own social media, and de- centralizing it through self-hosted blogs, podcasts, forums, etc.