Fierce Loyalty: Unlocking the DNA of Wildly Successful Communities

The goal is to make people feel like they’re a part of something — and like you’re part of their identity. And the payoff — if all goes well — is in the form of fierce loyalty, word-of-mouth promotion, organic curiosity and attention, higher lifetime customer value and share of spend, lower acquisition costs, etc.

Create an emotional connection with users. Some companies have users, others have fans. The difference is emotional connection and mission alignment. Building a true fanbase helps acquisition, product development, competitive differentiation and retention.

For community commerce to work, consumers, sellers, and buyers in a community should have the following characteristics:1. Membership: 2. Influence: 3. Integration and fulfillment of needs4. Shared emotional connection