1. 1
COMMUNITY BASED
TARGETING
A of :
FT13259 Prashant Mishra
FT13295 Abhash Nigam
FT13330 Guneet Gyani
FT13376 Soumya Sinha
FT13419 Bindu Nandigama
2. What is Community Based Targeting 2
“Community Based targeting is way in for marketers to study
the patterns and behaviors of targeted group and then target
them with offers that they would like to receive.”
• To maximize return on marketing investment and deliver high value, it is essential to
focus on those customers/community members who will generate the highest yield.
• “Community-based social marketing draws heavily on research in social
psychology, which indicates that initiatives to promote behaviour change are often
most effective when they are carried out at the community level and involve direct
contact with people. Eg : offers page of FB
3. Why do I Need CBT? 3
• India is expected to become one of
the leading economies in the world
within a few decades credit to India’s
growing middle class and their
increased disposable incomes. Even
a piece of pie is big.
• But Indian consumer vary drastically
in their taste, habit and needs.
• In a country with 30 states, each with
their own language and various
dialects, foods, customs and clothes,
it can be real marketing nightmare.
• UK food manufacturer, Sharwoods
(Marketing disaster) in India.
4. How can use this awesome concept on Facebook?! 4
1. An Initial Start –up (with less than 400 likes )
POST your AD on the COMMUNITY/ GROUP page : (Involve the community moderator to get
visibility)
Post contests to attract customers on various community pages
5. 2. An Enterprise (with more than 400 likes ) 5
• A minimum budget of $5 per promoted offer.
• Enables brands to run and promote online offers directly from their Facebook
page
• Three types:
• Approach: targeting through Digital couponing sites such as Groupon and
LivingSocial
• Offers fed on the relevance based on interest, demographics and friend activity.
• Brands can target new customers via media Ads.
• Promoted offers run in users news feed, in addition to the business branded
page.
6. My Take Aways 6
This focus helps a company decide which local
communities to target.
It is a cost saving approach.
The purpose of this is to raise visibility of the
good businesses while driving accountability
for the others.
This type of community based targeting can
also help businesses in their pilot-tests. Since
a community has similar habits and social
bend.
Community-based targeting as a potential
method to empower marginalized groups and
encourage participation, it seems unlikely that
a uniform program would accomplish this goal
effectively. Specially through promotions and
special offers
