Earlier on in the development of our point of view around communities, I talked about how brands need to behave like people when wanting to facilitate and leverage communities. However, what kind of person should a brand seek to be? That depends largely on what it wants to achieve.
One type of person a brand should be is a connector. I’ll give you an example. Last night I went to a dinner party sponsored by Rovi. Our host was a gentleman who is a connector. People enjoy being round him because he is an engaging person with interesting and insightful opinions and information that people find useful, he knows a lot of people, and he is able to bring those people together.
Engagement is of course vital for brands, and we want to create deep, meaningful, and uplifting engagements with people for our brands. But there is something else we want to do that our host also did last night. By bringing people together, he facilitated the creation of engagements between people, that are likely to continue. The opportunity for brands is to create engagements that are then a springboard for people to create engagements among themselves whose value can be traced back to the brand. Our Community Igniter tool helps brands to achieve this.
For example, the following chart shows that cooking is a topic of conversation for mums across online social networking. An opportunity for a brand would be to facilitate those conversations.
Source: Community Igniter