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

“People are more interested in the social links that come from brand affiliations than in the brands themselves.”

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.

“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

“Our community has been a great source of ideas for new product features, so much so that we’ve rolled out “Feature Friday” in our Facebook group. Every Friday, we invite members to share their ideas, which our product team reviews as key input to our product roadmap.” - 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.

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

“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.”