I think about the way to find new tribes on Facebook and I had a new idea after I read a slideshare about how to have your own community.
In this they said that you have first to observe groups which are talking about you on Facebook. I think it is a good idea but maybe it will be more interesting to be focused on those who criticize Sokos Wiklund to know what the brand could change to satisfy these ones but also the people who are part of groups of other Retail Shop as Stockmann or Les Galeries Lafayette or warehouse which offer the same kinds of product and services as Luxury Warehouse or Luxury Village to know what people like about it. This will allows us to have some fresh ideas.
Next the article explain that we have to invite them to join our community and animate it. After you have to rank the net surfers and highlight the ones who influences the rest of the group and later let them animate the community in order to people do not have the feeling the brand is too much present.
In this they also explained the differents kinds of communities. The first is the one based on relations between people as a Family, friendships or Colleagues. The second is about caracteristics and status as married or CSP+. The third one is about ethnic group or where people comes from. The fourth one is about passion as the car fo instance. The Fifth is about values and belief which can be of three kinds : societal, politic and religious. The last one is about causes as environment or health.
For our subject I think it will be interesting to use communities based on caracteristics, provenance, passion and convictions.
Caracteristic to reach for instance a largest target with less means.
Provenance to reach people from Turku and the closest cities around.
Passion could be about luxury brand but for it I think we should find and respect Sokos « values » .
Value could be products for upper class.
And the last one could be about products or services which respect the environment.
I read another article which explained that you can use your community to have new ideas of services or products which it called « Co-creation ». For this you have to ask to your community to explain a need which they illustrate it and explain what is its brake. For instance they want to eat vegetables and fruits per day because they want to pay attention to their health but they do not have time to cook.
http://www.journaldunet.com/ebusiness/expert/50059/la-co-creation-via-les-communautes-de-consommateurs---opportunites-et-limites.shtml
Florian.
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