Online Brand Community Development

Solutions for Social Web Communication
“How to Build and Manage an
Online Brand Community?”

Social Media Strategy Fundamentals:
BuzzFactory, a Vanksen Group Partner
BuzzFactory Solutions for Social Web Communication
Learning Programs:
In Partnership with a pole of foreign leading experts in Social Web (such as Emmanuel Vivierand Gregory Pouy), we propose general or tailor-made learning programs and workshops on Social Media Marketing and Digital Activation with 3 levels of practice: Beginner – Intermediary – Specialists.
Blog Marketing :
Blog marketing is online PR: It consists in involving popular bloggers to experience brands in order to create online positive and influential recommendations, brand visibility and conversations.
Social Media Strategy & Consulting :
Social Media Strategy development & implementation: Staff training, management and guidelines for online community management, content strategy and engagement campaigns, measurement, analytics and reporting.

Table of Contents
What’s an Online Brand Community?
Why Build One?
How To Build It?
How to Maintain It?

Definition
‘Online Brand communities’ are defined as: “Group of individuals gathering on a web platform and interacting with one another based on a common attraction for a brand or a branded good.”

Understand what motivates users to join communities
To support a cause
To share my appreciation with others
To get advanced news on products
Because it was recommended to me
To associate with a brand I like
To be entertained
To learn more about it
To feel part of a like-minded community
To get free content
Source Universal McCann

Understand what makes consumers leave Communities

2. Why Build One?

Why to build a brand Community?
Customer Relationship
Happy customer
Unhappy customer
Get inform about new products for purchasing and recommendations.
Give you insights and new ideas to develop your business.
Identify the most active brand lovers to turn them into evangelists.
Make sure they criticize your brand / product where you can easily monitor and contact them.
Control the development of a bad buzz (crisis management) due to brand detractors and trolls.

Advertising and Communication
Targeted advertising & Communication:
By reaching users who already qualified as buyers / potential buyers.
Online visibility:
By “liking” your message, the fan automatically advertise his own network.
Free advertising & Communication:
By reaching users who gave you the permission to get advertised.
Recommendations:
By “liking” your message, the fan endorse the brand and
recommend it.
Your online brand fan.

Generate Leads and Incomes
68%
Of consumers trust other consumers’ opinions posted online.
70%
Of purchase decisions are influenced by Word Of Mouth.
54%
Community members spend
more than non-community members.
Source Communispace / HBR

3. How To Build It?

How to Build an Online Brand Community?
The 3 Pillars of Online Community Building
Means
Budgets and resources allocated to the Community Development
Strategy
Which approach? What Goals (KPI)?
People
Find the people who will represent your brand online

Register a Facebook page is for Free. Developing a online community is not!

MEANS. The indicative cost for 1 year Community Development
93.500 $ is
Equivalent to:
40 Billboards
In Moscow
OR
2,5 Publications in Cosmopolitan
OR
300 seconds on National TV
Technical cost
Management cost
Activation
cost

Now that you have agreed to invest in an Online Brand Community, what should be your next words?

MEANS. ROI: What is the value of an online fan?
Source http://www.syncapse.com/

MEANS. ROI: What is the value of your online Community?
Source: Social page evaluator: http://evaluator.vitrue.com/

Users will not develop your Online Brand Community for you!

PEOPLE. Entitle the right people to represent your brand
Social Media responsible:
Community Manager
Publishing
Discussing
Reacting
Moderating
Reporting

Social Media Team:
Content
Manager
Designer /
Web designer
Web administrator
& Analytics
Content Creation
Content Selection
Content Planning
Visuals Creation
Brand Identity
Formating
Watch Systems
Tracking & Analysis
Monitor & Report

Social Media department:
Administrator
& Analytics
CRM
Manager
Digital PR
Manager
Social Media
Director
Designer
Data Base Management
CRM Programs
Analytics
Social Media Policies
Governance program
Evaluation & Decisions
Referral programs
Client support
Influencers relationship

Tools and technologies ARE NOT a strategy!

STRATEGY. Define your Strategy
+
=
Your Tool
Your Strategy
Your Goal

STRATEGY. Define your Strategy (PLEASE methodology)
Engage: Create
Interactions
& Expectations
Sustain:
Generate a loyal online community
Activate:
Push your message
Online
Evaluate:
Measure in order to optimize
Plan:
Define your Goals
Listen: Monitoring and tracking
TOMSTER framework : - Target
Objectives- Message
Strategy - KPIs to Evaluate - Resources & Constraints
Insight : - e-reputation monitoring - Website & brand audit
Performance & analytics - Industry benchmark- Strategic Planning
Strategy & creative idea
Brand experience - Brand content - Brand interactions- Brand events
UGC and Buzz
…
- Owned media : Social platforms, Twitter, video sharing…)
Paid Media : Banners, SEO, SEA,…
Earned media : Influence, blogs outreach, newsletters
Community management- Social CRM,- Loyalty & ambassador programs- Crowdsourcing
Web analytics
Monitoring & reporting- Optimization
ROI measurement
Time
http://www.vanksen.fr/blog/le-modele-please-de-vanksen/

4. How To Maintain It?

How to Maintain an Online Brand Community?
Five Modalities of Community Development
Connect
Entertain
Collaborate
Brand
Community
Development
Inform
Support

How to Maintain an Online Brand Community
Recruitment. Get users to join your Community
Contextual:
Employees
Existing customers DB
Point of sale announcements
Announcement on products
Announcement on website
Advertising:
Social Ads
SEM
Sponsorship
Web banners
Widgets
Offline ads
Offline events
Activation:
Games / Competitions
Social Sharing
Referral
Content marketing
Viral marketing
Blogger recommendations
User Generated Content

Entertainment. Make sure your Community Members have fun

Support. Help Users with Brand /Product Oriented Questions
Answer questions / Fix users’ problems / Provide solutions.

Inform. Provide your Fans with Valuable Brand Content
- Base your marketing message on what people like.
- Have a “human” voice, don’t sale at people.
- Involve people within conversations through questions.
- Invite your fans to share your content.

Collaborate. Involve the Community in Decision Making
Listen to your consumers and be flexible.
Let the community create content and make decisions.
Implement your consumers’ decisions to enhance the community.

Conclusions

Conclusions
What you should Remember about Online Brand Community Development
Be extra careful when appointing your community manager.
Create a maximum of interactions to engage fans with your brand.
Base your community marketing approach on what fans like and want. (Consumer-centric)
Adopt a human voice - don’t pitch your community.
Allow your fans to share your content at any digital touch-points.
Monitor your community everyday to prevent a bad buzz.

@buzzfactory_ru
Thankyou! Do you have any questions?
Thierry Cellerin
E.: tcellerin@buzzfactory.ru
M.: +7 985 44 22 544
W.: www.buzzfactory.ru
B.: http://buzz-factory.livejournal.com/
Twitter: @buzzfactory_ru

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Online Brand Community Development

by Thierry Cellerin on Sep 26, 2011

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Online Brand Community Development — Presentation Transcript