Community Metric: New Customers vs. Existing Customers

If you're a community manager who works under a marketing department, don't forget this: On average, it costs 6-7x as much to acquire a new customer rather than retaining an existing one. - data from Mack Collier, "Customer Relationships - Four Ways to Create an Army of Fans for Your Brand : MarketingProfs Article" That … Continue reading Community Metric: New Customers vs. Existing Customers

How to Create a Tiered Brand Ambassador Program the Lululemon Way

When we build communities around products, we dream of creating something larger than a product or even larger than a brand name. We want to create deeper meaning in people’s lives. There are many ways to start building meaning around your product, but there is really no more effective way than empowering individual brand ambassadors to run with your vision and to better their own lives as a result. But if you’ve never done it before, how do you begin?