1. Users and Co-Creation of Value
Stephan Dahl

2. Tribes and Control
hard to control tribes and brand communities (e.g. Newton case) results in ‘Social Messiness’ (Moran and Gossieux, 2010)

3. Three Types of Brand Interactions
Consumers choose one of three ways to interact with brands
Passive
Active (through co-creation)
Autonomous

4. Co-creation
Consumer and producer roles become merged
= Prosumer
Not strictly linked to social media, but technology helps

5. Value Types Extrinsic Intrinsic Self-oriented Active
Efficiency (Output/Input, Convenience)
Play
(Fun)
Re-active
Excellence (Quality)
Aesthetics
(Beauty)
Other-oriented
Status (Success, Impression Management)
Ethics
(Justice, Virtue, Morality)
Esteem
(Reputation, Materialism, Possessions)
Spirituality
(Faith, Ecstasy, Sacredness)

6. Value Types

7. Community Value Creation
Area
Practice
Description
Social Networking:
Welcoming
Welcoming new members to the community
Emphasising
Lending emotion or physical support for brand related issues
Governing
Articulating behavioural expectations within the community
Community Engagement:
Staking
Recognising variance in group membership and emphasising intra-group similarity
Documenting
Detailing brand relationships in narratives
Badging
Creating symbols (badges) for individual milestones
Milestoning
Noting seminal events in brand ownership
Impression Management
Evangelising
Sharing good news about the brand to non-community members
Justifying
Deploying rationales for devoting time to the brand community
Brand Use
Customising
Modifying the brand to suit individual or group-level needs
Grooming
Caring or systemising optimal use patterns for brand products
Commoditising
Distancing/approaching and responding to the general market place
(Schau, Muñiz, and Arnould 2009)

8. Roles of Community Members
Type
Description
Management Implications
Voice
Consumer-member response to organisational performance (both positive and negative)
Measurement of ‘positive voice’ and decrease ‘negative voice’ by listening to what management could improve.
Loyalty
Loyal to the brand/organisation but not necessarily loyal to peripheral products
Understand why consumers are loyal, encourage co-creation
Exits
Exiting the brand relationship as customers – but not the community
Understand main concerns that lead to exit and look to alter its behaviour and product/service offering to prevent exit
Twist
Using consumption symbols not originally intended in the way they used to – or creating unintended items, such as unofficial flags, symbols etc…
Encourage positive twisting and co-creation of culture and use it as a source of innovation. negative twisting can be used to understand what drives it and change management behaviour or the product/service offering.
Entry
New consumers, becoming part of fan tribe
Identify what existing fans believe is necessary to increase new fan entry
Non-entry
Don’t consume the brand but enter the community because of emotional bond to the main brand
Identify barriers to consumption
Re-entry
Boycotting the brand but not the community (but will re-enter if reason for boycott is removed)
Understand why the boycott occurs and use this for change in management behaviour and/or the product/service offering, to could encourage re-entry.
Adopted from Healy and McDonagh 2012

9. Typology of Co-Creation
Selection
Customer-led
Co-designing
Collaborating
Firm-led
Submitting
Tinkering
Fixed
Open
Contribution Activity

10. Increasingly powerful ‘anti-consumption’ movements
Focus of Action
Vendor/ Brand
Anti-‘Consumption Society’
Rejection of Brand Hegemony
Personal Values
Conservation
Selective Consumption
Conserve
Consume
Consumption Orientation