This case details how BabyCenter evolved as a social brand through implementing several mechanisms: cultivating employee innovation, creating customer communities, empowering influencers, and enabling great storytelling. Using the customer data is collected, the company connected women in the same stage of pregnancy to each other to form the clubs, which served as social organizations and support networks. Through its robust web analytics and surveys, BabyCenter identified its most active and trusted online users, the “influencers.”
Evaluate the efforts of BabyCenter in its objective to create a social brand. In addition, you are to provide an assessment of these efforts, being sure to include both positive and negative views; strengths and weaknesses. Lastly, make recommendations that leverage the strengths and overcome the weaknesses of the program. Consider the several mechanisms it used: cultivating employee innovation, creating customer communities, empowering influencers, and enabling storytelling.
Case Info: https://www.gsb.stanford.edu/faculty-research/case-studies/babycenter-creating-social-brand