By: Emily Hernandez

Brand CommunityFocuses on the connections between consumers, formed on the basis of attachment to a brand

➔ Emotional◆ Support and encouragement

➔ Humanitarian◆ Explore ways to contribute to

the greater good

➔ Explore◆ Discover interests and skills

Being Girl (Procter and Gamble)

➔ Resource for young, teenage girls, to connect and find out answers about growing up

Being GirlGoal: Global reach, build brand loyalty for a lifetime

➔ Encourages participation◆ Q&A on topics such as

menstruation, eating disorders, acne, and dating

◆ Links to quizzes, games, polls, social media

➔ Advertises◆ Links to products (Always,

Tampax)

BeingGirl Success Factors

Intervention➔ Keep content fresh

◆ Post screening

◆ 100% user generated

Value Creation

➔ Great content

◆ Big sister approach

◆ Q&A on topics such as menstruation,acne

➔ Emotional ties

◆ Build confidence

➔ CRM

◆ Samples, mailings, emails

Harvesting➔ Bottom line benefits

◆ Increased sales

◆ ROI, delivered 4X the Return on Investment (ROI) of traditional marketing

◆ Cost savings

◆ Product innovation

Goal: Create a platform for innovation and customer feedback, improve customer experience

➔ Free Ideas◆ Product innovation

➔ Implementation=loyalty

◆ Over 300 have been implemented

◆ “Starbucks listens to me”

My Starbucks Idea

My Starbucks Idea Success Factors

Harvesting➔ Business Intelligence

◆ Product innovation

● Hundreds implemented

◆ Cost savings

◆ Increased loyalty

Intervention➔ Starbucks Idea Partners

◆ Talk to customers

◆ Filter ideas

Value Creation

➔ Human collaboration

◆ Product ideas

◆ Experience ideas

◆ Involvement ideas

➔ Validation (emotional)

◆ Votes

◆ Implementation

Results