BabyCenter in 2012 was the largest platform of education and training of media companies in the world. It has provided expert advice to pregnant women and new mothers to connect these women with each other online and in person. The company had 110 employees, with operations in 23 regions around the world in 14 languages. The case gives students hands-on, real-world example of how to create and develop the social brand. This details how to become a social BabyCenter brand by implementing several mechanisms: growing employee innovation, create customer community, empowering authority, and enabling large history. BabyCenter cultivated employee innovation in three days "Days BabyCenter innovation", held every six weeks. These days involved brainstorming, breaking into interagency and interdepartmental team, and to provide innovative business ideas with the rest of the company. These ideas are for the direct benefit of the company, and from 60 to 70 percent of them went to the market. BabyCenter created an online community of customers through an interactive website, and in the real world through the "Club BabyCenter birth." Using customer data it collected, the company is linked women in the same stage of pregnancy with each other to form a club that served as community organizations and support networks. Due to its robust web analytics and surveys, BabyCenter identified the most active and reliable Internet users' authorities,'' and consciously worked to develop its relations with them. One way companies have made it through the launch of a social campaign highlighting some moms Influencer who has worked with charitable organizations. BabyCenter also understood and embraced the power of stories to create brand value, and it gave customers the opportunity to tell their stories through the website and beyond. "Hide
by Jennifer Aaker, Debra Shifrin Source: Stanford Graduate School of Business 9 pages. Publication Date: May 22, 2012. Prod. #: M341-PDF-ENG
Related Case Solutions & Analyses:
The Ethos Institute (B): Promises and Risks of Working with the Government
Childrens Hospital and Clinics (B)
From Correlation to Causation
Deflategate and the National Football League
CODE2040: Changing the Game
Man Jit Singh at Sony Entertainment Television (B)
Cynthia Carroll at Anglo American (C)
Building Innovation into the Outsourcing Relationship: A Case Study
Understanding the process of backsourcing: two cases of process and product backsourcing in Europe
DispatchPro System: Leveraging Government-Initiated IT Infrastructure
