The document discusses building brand communities online. It defines characteristics of brand communities as having a shared consciousness, rituals and traditions, and sense of moral responsibility among members. It also describes characteristics of community members, including using the internet as a catalyst to build and nurture the community. Tools are presented for identifying different member roles like mavens, connectors, and salesmen to strengthen the community.

1. Building Brand
Communities
Using online tools to
nurture your community

2. Building Brand Communities

4. Brand Community
characteristics
characteristics of
community members
Understand how to
build a Brand Community

5. Characteristics of a Brand Community:
Consciousness of a Kind
Shared Rituals and Traditions
Moral Responsibility

6. Consciousness of a Kind

9. Characteristics of Community Members:

16. Using the Internet
as a catalyst for
building and nurturing
Brand Communities

17. y
Building and nurturing
ud
St
Consciousness of a Kind
se
Ca

18. Ca
se
St
ud
y

19. Ca
se
St
ud
y

20. Ca
se
St
ud
y

21. Ca
se
St
ud
y

22. Ca
se
St
ud
y

23. Ca
se
St
ud
y

24. Ca
se
St
ud
y

25. y
Building and nurturing
ud
St
Shared Rituals and Traditions
se
Ca

30. Ca
se
St
ud
y

31. Ca
se
St
ud
y

32. y
Building and nurturing
ud
St
Moral Responsibility
se
Ca

33. Ca
se
St
ud
y

34. Ca
se
St
ud
y

35. Ca
se
St
ud
y

36. Ca
se
St
ud
y

37. Ca
se
St
ud
y

38. Ca
se
St
ud
y

39. Ca
se
St
ud
y

40. Ca
se
St
ud
y

41. Ca
se
St
ud
y

42. Tools and Philosophies
for building and nurturing
connectors, mavens,
and salesmen

44. Identifying
Mavens

45. Identifying
Mavens

46. • Message Boards
User
• Blogs
Behaviour
• Articles
• Reviews
• And more

47. • Popularity of each user’s content
User through unique and repeat page views
Connections • Sharing of each user’s content from
one user to another
• Internal and external links to user content
• Value of each user’s content through
peer ratings

48. User CharacteristicsaReports
Consciousness of Kind
120 Points
Connector
15 Points
Maven
Salesmen 50 Points
Joyce
Toronto ON

49. Download community building
resources from our news section at
Smackinc.com
Sign up at
BrandCommunities.com