How Media Brands Like The Economist Use Community To Build Connections With Consumers
Brands are building communities around their content, fostering relationships between customers in order to increase loyalty
Publishing platforms are adding a social element to their platforms, by providing access to private groups, tools and spaces that give customers the ability to organize themselves around shared interests.
Instant messaging other users on platforms connects consumers together and fosters more relationships with the brand. Brands are offering exclusive access to special offers or activations based on a desirable consumer location to further connect customers with the brand and their community.
Slate Plus members gain access to a private Facebook group where they can interact with Slatesters and fellow members, as well as a weekly newsletter, the Slate Plus Digest, and access to reoccurring special events like Pitch Slams and State of Slate Q&As with editor-in-chief Julia Turner. Additionally, members receive access to bonus episodes of Slate's hit podcast Slow Burn, the library of Slate Academies, including Jamelle Bouie and Rebecca Onion’s The History of American Slavery, and the full edition of the Dear Prudence Podcast.
Fashion and beauty platform Glossy launched its membership program, Glossy+, which provides members with unlimited stories, exclusive content, access to community, and quarterly events. Members gain full access to Glossy’s in-depth daily stories and archives, as well as research reports on industry trends, briefings of Glossy events, and the weekly Glossy+ newsletter, featuring insights on hot topics and the Glossy+ podcast. Additionally, members can engage in the Glossy+ slack community to have direct conversations with industry insiders during town halls and the opportunity to network with other members of the fashion and beauty communities. They also receive Invitations to members-only events, including Glossy Talks salons and Glossy Live Podcasts, and special pricing on Glossy signature events, such as Glossy Summits, Glossy Forums and Glossy Hot Topic events, and a discount on Glossy Awards entries.
The Economist’s membership program enables subscribers to join online debates and discuss articles with other readers. They also receive Espresso, the morning briefing, a weekly print edition of The Economist, and can access free downloads of selected special reports.
Guest of a Guest
High society and social events platforms Guest of a Guest’s membership program provides exclusive access to GofG's highly extensive Social Calendar, VIP invites from editors, influencers and more, as well as weekly promotions — from jumping the line at the door to free cocktails at the hottest new spot. Additionally, members receive admittance to private Guest of a Guest events.
For more examples of brands who are building a community connection between consumers and their brand, download PSFK's report Evolving Membership Ecosystems Through Paid Loyalty.