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What is the purpose of an online brand community, and how does it differ from a social platform or an affiliate program? One of the biggest challenges faced by brands is the trap of creating a place where people come, grab a perk for joining, and then disappear. In addition, many brands suffer from a lack of cross-functionality, leading to lost insights and lower engagement. In today’s episode of Community Powered Marketing, Sue sits down with Amanda Allbee of Grubhub to discuss the initiatives they’ve implemented to address these issues and create a thriving and engaged community among Grubhub’s diners. Hear what went into Grubhub’s decision to build an online brand community that went beyond a simple social platform.
You’ll discover how they’ve been able to create a powerful collaborative and cross-functional environment that combines the expertise of multiple teams and technologies. You’ll find out why nurturing deeper relationships with your customers and acting on their feedback has become table stakes when it comes to audience engagement and community building. You’ll also learn how the community you create with your customers can help support forward-thinking initiatives that benefit others in meaningful ways. Join Sue and Amanda as they discuss the power of an engaged and responsive community and how it can help your brand grow. Enjoy!
Rachel is a results-driven leader with 5+ years of experience in marketing and product management. She’s led cross-functional and agency teams to maximize success in profitability, productivity and execution. With strong analytical, creative and collaborative skills, she’s been able to build brands and drive sales in both turnaround and high-growth situations.
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