19% more spend by community members   A recent survey found that members of an online community or brand community spent 19% more than customers from outside the community. This reflects the findings of another study in which 70% of members felt a brand community significantly improved brand exposure. Three of the requirements for a […]

19% more spend by community members   A recent survey found that members of an online community or brand community spent 19% more than customers from outside the community. This reflects the findings of another study in which 70% of members felt a brand community significantly improved brand exposure.Three of the requirements for a brand community are: A leader Followers Outsiders Manchester United is the archetypal general community comprising some 660 million members and generating some $776 billion US in revenue. Manchester United has: A leader in the brand Followers in the form of members Outsiders in the form of supporters of other clubs The brand, represented by the management and coach, sets the vision and values providing direction and the environment in which members can engage.Followers, the primary target market, are those people with sufficient interest in the vision and values to join and engage with the brand and…