-Mickey's Mom Club, a "gated community" capped at 10,000 members
-One of the most frequently-visited Disney sites.
-Moms are free and are considered more trustworthy, therefore getting them excited to be a Disney Mom is so beneficial
-Threadless celebrates artists. Gives artists the opportunity to make great art. They started printing on tees and then realized tons of products make great canvases.
-Founded in 2000
-Customers design, vote, buy, share
-Today 2.5+ million members (3 million customers)
-Designers submit average of 2,000 designs/week
-2.2 million Twitter followers, 100,000 FB fans
-$30 million in annual revenue
- Example of artist: David Olenick's art is inspired by anxiety, embarrassment, character flaws, and profanity. Threadless is the reason he don't have to go back to a day job... he designs tee shirts for himself
Founded in 1649 and needed a way to community build
-It started with listening to online conversations to develop a segmentation strategy.
-It continued with community building around shared enthusiasm and conversation, found that scrapbookers got really excited over their quality scissors
-Turned customers into marketers.
-Transformed the company culture, its about the customers passions not the company.
We started it because we wanted their expertise in helping us in our designs, not to promote the brand or anything, but to help us in the designs.
So we picked our ambassadors according to how much feedback they could give us, not how famous they were.