Building and Sustaining Brand Communities                      by          Regalix Inc – Aug 6th, 2009                    ...
Presenter – Ritu JosanDirects account strategy at RegalixRegular speaker on “social media” and “online marketing” topics...
Table of ContentWhy care about Social Media?Marketing in a Web 2.0 worldWhy Build online brand communities?Building an...
Why care about Social Media?YouTube = 10 percent of all internet traffic  (Source: Ellacoya Networks)YouTube and Wikiped...
Why care about Social Media? Social Network Sites grow 47% Y-O-Y and reach 45% of web users Accounts for over 10% of con...
Why care about Social Media?                             People Finding People 60% business said their communities are op...
Why care about Social Media?                                         ®               Social Technographics helps marketers...
Why care about Social Media?                                               Buyers are a socially active crowd             ...
Marketing in a Web 2.0 world     Create a                                              Two way   relationship             ...
Online Community                    What is an Online Community? An online community is an interactive group of people jo...
Online Community                 Examples of Online CommunitiesA discussion forum where conversations developA custom ap...
Online CommunityWhy Build online brand communities?   Idea Generation   Customer Service       Amplifying word of mouth Pr...
Online Community        What Motivates People To Participate Expressing         Support             Sharing Themselves...
Building an Online Community                     Develop a PlanGoal              Contribution                ExamplesListe...
Building an Online CommunityLife Cycle of a Successful CommunitySTAGE 1           STAGE 2                STAGE 31. Focus o...
Building an Online Community                  Prepare For Costs and BenefitsDon’t run out of steam, prepare for all costs...
Building an Online Community                     Build Internal Teams FirstPart educator, part evangelist, and all custom...
Building an Online Community              Establish Clear Line of Responsibility and Ongoing ProcessNearly every departme...
Building an Online Community                       Staff You Will NeedSocial Media Strategist    Manages the business pr...
Building an Online CommunityGrowing and Maintaining the Community                                   Microsoft rewarded    ...
Building an Online Community             Growing and Maintaining the CommunityStay engaged with your community by monitor...
Examples of Brand Communities                          •Create communities to participate                          with yo...
Examples of Brand Communities                          •Leverage online communities to also                          act t...
Examples of Brand Communities24
Community Best PracticeBest                         WorstClear goal + Purpose         Start with TechnologyRight talent...
The Biggest Obstacle in making Communities work                                                  27
Blog CommunitiesPersonal voice    Refreshing, unfiltered, authentic voiceLow barrier to publishingTrue, One-to-One Com...
Establish your metricsMeasuring Progress and Success- Web Analytics                                  Success Factor For Co...
Establish your MetricsMicro MetricsQualitative Metrics                                                32
RecommendationsAct more like a host at a party , rather than a copThe power is in the hands of the communityTraditional...
About Regalix Forefront of Online Marketing, Research and Web 2.0 portals Multi-disciplinary Leadership Team Fortune 50...
Learn more about Regalix at:     www.regalix.com            Contact:           Ritu Josan    Director - MarketingEmail: rj...
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Building and Sustaining Brand Communities

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Building and Sustaining Brand Communities


60% business said their communities are open for public interaction and feedback
53% respondents said that permitting users to connect with like minded people was the top feature contributing to success
43% said that permitting people to help one another was the second most important feature contributing to community success
45% recognize that finding enough time to manage the community is one of the biggest obstacle in making communities work
25 % see facilitation, and 35% see quality of the community manager as two features that greatly impact the communities effectiveness

e.g of online communities


A discussion forum where conversations develop
A custom application with profiles and connections
A group within an existing social networking site or email service
A network of blogs
Comments on a rating site
Anywhere conversations and people connect and share

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Transcript of "Building and Sustaining Brand Communities"

  1. 1. Building and Sustaining Brand Communities by Regalix Inc – Aug 6th, 2009 1
  2. 2. Presenter – Ritu JosanDirects account strategy at RegalixRegular speaker on “social media” and “online marketing” topicsWorked with Fortune 500 and start up companiesWorked on various successful marketing campaigns for B2B and B2C clientsHas vast experience in customer acquisition programsWorked with brands like Citigroup, Apple, National Instruments in the past 2
  3. 3. Table of ContentWhy care about Social Media?Marketing in a Web 2.0 worldWhy Build online brand communities?Building an Online CommunityExamples of Brand CommunitiesChallengesBuilding Blog CommunitiesBest practicesEstablish your metricsRecommendations 3
  4. 4. Why care about Social Media?YouTube = 10 percent of all internet traffic (Source: Ellacoya Networks)YouTube and Wikipedia among top brands (Source: brandchannel.com)Five of the top 10 websites are social (Source: Alexa)Over 100 Million blogs exist (Source: Technorati)120,000 new blogs launched everyday (Source: Technorati)1.5 Million post per day (17 per sec) (Source: Technorati) 4
  5. 5. Why care about Social Media? Social Network Sites grow 47% Y-O-Y and reach 45% of web users Accounts for over 10% of consumers time online  Its grown 3 times faster than other online channels Have a high retention rate  Sites like MySpace, Facebook, MSN groups have a retention rate of over 50% Have evolved to be more mainstream, not just limited to the young audience Highly interactive and engaging medium Source: Nielsen 5
  6. 6. Why care about Social Media? People Finding People 60% business said their communities are open for public interaction and feedback 53% respondents said that permitting users to connect with like minded people was the top feature contributing to success 43% said that permitting people to help one another was the second most important feature contributing to community success 45% recognize that finding enough time to manage the community is one of the biggest obstacle in making communities work 25 % see facilitation, and 35% see quality of the community manager as two features that greatly impact the communities effectiveness Source: Deloitte 6
  7. 7. Why care about Social Media? ® Social Technographics helps marketers understand buyer’s propensity to engage socially Publish a blog Publish your own Web pages Creators Upload video you created Upload audio/music you created Write articles or stories and post themModel audience Post ratings/reviews of products/services Critics Comment on someone else’s blogpropensity to use Contribute to online forums Contribute to/edit articles in a wikisocial media indecision making / adoption Use RSS feeds Collectors Add “tags” to Web pages or photosactivity “Vote” for Web sites online Maintain profile on social networking site Joiners Visit social networking sites Read blogs Watch video from other users Spectators Listen to podcasts Read online forums Read customer ratings/reviewsGroups include people participating in at least oneof the activities monthly. Inactives None of the above
  8. 8. Why care about Social Media? Buyers are a socially active crowd Rules of active engagement: Advertising must be a conversation rather than a push model 77% Active The tone of advertising must be more authentic Advertising should be about adding value InactiveGroups include people participating in at least one of the activities monthly primarily or in part for business purposes.
  9. 9. Marketing in a Web 2.0 world Create a Two way relationship communication (Not an event) (Not one way)Build Communities (Not websites) Organic (Not synthetic) Integration Being everywhere (Not interruption) (Not just in your domain) 9
  10. 10. Online Community What is an Online Community? An online community is an interactive group of people joined together by a common interest. It’s also one of the most powerful tools a marketer can deploy for customer retention, word of mouth, and customer insight.
  11. 11. Online Community Examples of Online CommunitiesA discussion forum where conversations developA custom application with profiles and connectionsA group within an existing social networking site or email serviceA network of blogsComments on a rating siteAnywhere conversations and people connect and share Source: Forrester
  12. 12. Online CommunityWhy Build online brand communities? Idea Generation Customer Service Amplifying word of mouth Project Collaboration Capturing Knowledge Public Relation Long Tail Sales Capturing Knowledge New Product Development Reputation ManagementMarket Research General Marketing Employee Communication 12
  13. 13. Online Community What Motivates People To Participate Expressing  Support  Sharing Themselves Listening  Recognition Power  Organization Culture 13
  14. 14. Building an Online Community Develop a PlanGoal Contribution ExamplesListening •Direct customer insights •Insight communities •New product ideas •Scan and monitor •Beta Testing communitiesSpeaking •Create an emotional •Marketing campaigns attachment •Advertisements •Advertising based on networkEnergizing •Excite your biggest fans •Applications, Widgets •word of mouth •MediaSupporting •Peer-to-Peer Support •Customer- Created groupsEmbracing •Members become •Ideastorm, Salesforce contributors 14
  15. 15. Building an Online CommunityLife Cycle of a Successful CommunitySTAGE 1 STAGE 2 STAGE 31. Focus on the 1. Launch community 1. Give the memberobjective with backing of your control of the most enthusiastic community2. Chart a road customersMap 2. Community would 2. Start engaging as grown organically3. Assemble the the community growsright team4. Plan to beflexible 15
  16. 16. Building an Online Community Prepare For Costs and BenefitsDon’t run out of steam, prepare for all costsHidden Cost  Kick-Start Labor  Internal Education  Ongoing ManagementDevelop a ROI and total cost model 16
  17. 17. Building an Online Community Build Internal Teams FirstPart educator, part evangelist, and all customer advocateFocus on tangible benefits to companyCreate internal training sessions, call in expertsStart by connecting with important decision markers one at a time 17
  18. 18. Building an Online Community Establish Clear Line of Responsibility and Ongoing ProcessNearly every department is impacted  Marketing  Product teams  Account teams  Support  Client TeamsSetup mock simulations using internal versions of the toolsDevelop internal guidelinesCreate a rapid response team 18
  19. 19. Building an Online Community Staff You Will NeedSocial Media Strategist  Manages the business program  Develops the objectives and obtains resourcesCommunity Manager  The community manager or moderator who interacts with members  Primary role is to  Balance the needs of the community with corporate objectives  Is a customer advocate  Is a brand evangelist  May create editorial content  Harvests customer needs for market intelligence 19
  20. 20. Building an Online CommunityGrowing and Maintaining the Community Microsoft rewarded members with public recognition 20
  21. 21. Building an Online Community Growing and Maintaining the CommunityStay engaged with your community by monitoring and quickly respondingIntegrate your community with real-world eventsExtend the reach of your community by cross-pollinating on existing social networks 21
  22. 22. Examples of Brand Communities •Create communities to participate with your target group •Discuss new product launches, offer and other key communications •Get customer feedback 22
  23. 23. Examples of Brand Communities •Leverage online communities to also act to provide customer support 23
  24. 24. Examples of Brand Communities24
  25. 25. Community Best PracticeBest WorstClear goal + Purpose Start with TechnologyRight talent Marketing “Campaigns”Commitment + Time Mixing business/ consumerTopic engenders passion motivesSocial + Communal No facilitation Metrics Vs. business measures 26
  26. 26. The Biggest Obstacle in making Communities work 27
  27. 27. Blog CommunitiesPersonal voice  Refreshing, unfiltered, authentic voiceLow barrier to publishingTrue, One-to-One Communication  Blogger-to-commenter or blogger-to-bloggerDynamic branding  Currency, relevancy, ongoing and engagingImprove findability online “The power of the weblog is that it’s a personal voice getting out there.” – Michael Gartenberg - Jupiter Research 30
  28. 28. Establish your metricsMeasuring Progress and Success- Web Analytics Success Factor For Community Sites •Speed of Adoption •Number of Active user •Number of posts •Number of comments 31
  29. 29. Establish your MetricsMicro MetricsQualitative Metrics 32
  30. 30. RecommendationsAct more like a host at a party , rather than a copThe power is in the hands of the communityTraditional marketing tactics do not applyDevelop a clear methodology  People, Objectives, Strategy, ToolsUnderstand Objectives  Listening  Talking  Energizing  Supporting  Embracing 34
  31. 31. About Regalix Forefront of Online Marketing, Research and Web 2.0 portals Multi-disciplinary Leadership Team Fortune 500 and Venture-Backed Customers (B2B and B2C) Global Operations: HQ in Silicon Valley, 4 Offices 150+ Team, Built on 8+ years of research Recognition 35
  32. 32. Learn more about Regalix at: www.regalix.com Contact: Ritu Josan Director - MarketingEmail: rjosan@regalix-inc.com 36

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