Online Brand Community Development

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How to Build and Develop Successfully your Online Brand Community? Why your Customers and Prospects join Online Groups? What is the Cost of developing an Online Community? If you look for answers, …

How to Build and Develop Successfully your Online Brand Community? Why your Customers and Prospects join Online Groups? What is the Cost of developing an Online Community? If you look for answers, just read this presentation. I will be glad to read your comments!

Thierry Cellerin, CEO of BuzzFactory.

More in: Business , Technology
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  • http://www.charovnica-dv.ru/assortiment.php
  • Communities platforms: Social Networks Branded website Branded blog Virtual world
  • Une campagne 2.0 ne sauvera pas un mauvais produit Sans budget… pas de miracleLes résultats exceptionnels sont… exceptionnels (méfiez vous des « succès » dont tout le monde parle rarement réplicables)
  • Une campagne 2.0 ne sauvera pas un mauvais produit Sans budget… pas de miracleLes résultats exceptionnels sont… exceptionnels (méfiez vous des « succès » dont tout le monde parle rarement réplicables)
  • It islikeyousay : I need a piece of furniture , I don’t know which one , So I have bought the Ikea tool.
  • = 40 bilboards a moscow / 1 mois= 2,5 publication dans le journal Cosmo= 300 secondes TV
  • = 40 bilboards a moscow / 1 mois= 2,5 publication dans le journal Cosmo= 300 secondes TV
  • = 40 bilboards a moscow / 1 mois= 2,5 publication dans le journal Cosmo= 300 secondes TV
  • Une campagne 2.0 ne sauvera pas un mauvais produit Sans budget… pas de miracleLes résultats exceptionnels sont… exceptionnels (méfiez vous des « succès » dont tout le monde parle rarement réplicables)
  • Une campagne 2.0 ne sauvera pas un mauvais produit Sans budget… pas de miracleLes résultats exceptionnels sont… exceptionnels (méfiez vous des « succès » dont tout le monde parle rarement réplicables)
  • It islikeyousay : I need a piece of furniture , I don’t know which one , So I have bought the Ikea tool.
  • ++ Good control of the SM approach.-- Ok for small brand communities
  • ++ Good control of the SM approach.-- Ok for small brand communities
  • ++ Good control of the SM approach.-- Ok for small brand communities
  • It islikeyousay : I need a piece of furniture , I don’t know which one , So I have bought the Ikea tool.
  • It islikeyousay : I need a piece of furniture , I don’t know which one , So I have bought the Ikea tool.
  • Une campagne 2.0 ne sauvera pas un mauvais produit Sans budget… pas de miracleLes résultats exceptionnels sont… exceptionnels (méfiez vous des « succès » dont tout le monde parle rarement réplicables)

Transcript

  • 1. Solutions for Social Web Communication
    “How to Build and Manage an
    Online Brand Community?”
  • 2. Social Media Strategy Fundamentals:
    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.
  • 3. Table of Contents
    What’s an Online Brand Community?
    Why Build One?
    How To Build It?
    How to Maintain It?
  • 4. What’s an Online Brand Community?
  • 5. What’s an Online Brand Community?
    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.”
  • 6. What’s an Online Brand Community?
    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
  • 7. What’s an Online Brand Community?
    Understand what makes consumers leave Communities
  • 8. 2. Why Build One?
  • 9. Social Media Strategy Fundamentals:
    Social Media Strategy Fundamentals:
    Why to build a brand Community?
    Customer Relationship
    Happy customer
    Unhappy customer
    • Get inform about new products for purchasing and recommendations.
    • 10. Give you insights and new ideas to develop your business.
    • 11. Identify the most active brand lovers to turn them into evangelists.
    • 12. Make sure they criticize your brand / product where you can easily monitor and contact them.
    • 13. Control the development of a bad buzz (crisis management) due to brand detractors and trolls.
  • Social Media Strategy Fundamentals:
    Social Media Strategy Fundamentals:
    Why to build a brand Community?
    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.
  • 14. Social Media Strategy Fundamentals:
    Social Media Strategy Fundamentals:
    Why to build a brand Community?
    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
  • 15. 3. How To Build It?
  • 16. Social Media Strategy Fundamentals:
    Social Media Strategy Fundamentals:
    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
  • 17. Register a Facebook page is for Free. Developing a online community is not!
  • 18. How to Build an Online Brand Community?
    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
  • 19. Now that you have agreed to invest in an Online Brand Community, what should be your next words?
  • 20. Now that you have agreed to invest in an Online Brand Community, what should be your next words?
  • 21. How to Build an Online Brand Community?
    MEANS. ROI: What is the value of an online fan?
    Source http://www.syncapse.com/
  • 22. How to Build an Online Brand Community?
    MEANS. ROI: What is the value of your online Community?
    Source: Social page evaluator: http://evaluator.vitrue.com/
  • 23. Users will not develop your Online Brand Community for you!
  • 24. How to Build an Online Brand Community?
    PEOPLE. Entitle the right people to represent your brand
    Social Media responsible:
    Community Manager
  • How to Build an Online Brand Community?
    PEOPLE. Entitle the right people to represent your brand
    Social Media Team:
    Content
    Manager
    Designer /
    Web designer
    Web administrator
    & Analytics
  • How to Build an Online Brand Community?
    PEOPLE. Entitle the right people to represent your brand
    Social Media department:
    Administrator
    & Analytics
    CRM
    Manager
    Digital PR
    Manager
    Social Media
    Director
    Designer
  • Tools and technologies ARE NOT a strategy!
  • 45. Social Media Strategy Fundamentals:
    Social Media Strategy Fundamentals:
    How to Build an Online Brand Community?
    STRATEGY. Define your Strategy
    +
    =
    Your Tool
    Your Strategy
    Your Goal
  • 46. How to Build an Online Brand Community?
    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
    • 47. 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
    • 48. UGC and Buzz
    • 49.
    - Owned media : Social platforms, Twitter, video sharing…)
    • Paid Media : Banners, SEO, SEA,…
    • 50. Earned media : Influence, blogs outreach, newsletters
    • 51. Community management- Social CRM,- Loyalty & ambassador programs- Crowdsourcing
    • 52. Web analytics
    • 53. Monitoring & reporting- Optimization
    • 54. ROI measurement
    Time
    http://www.vanksen.fr/blog/le-modele-please-de-vanksen/
  • 55. 4. How To Maintain It?
  • 56. How to Maintain an Online Brand Community?
    Five Modalities of Community Development
    Connect
    Entertain
    Collaborate
    Brand
    Community
    Development
    Inform
    Support
  • 57. How to Maintain an Online Brand Community
    Recruitment. Get users to join your Community
    Contextual:
    • Employees
    • 58. Existing customers DB
    • 59. Point of sale announcements
    • 60. Announcement on products
    • 61. Announcement on website
    Advertising:
    Activation:
    • Games / Competitions
    • 68. Social Sharing
    • 69. Referral
    • 70. Content marketing
    • 71. Viral marketing
    • 72. Blogger recommendations
    • 73. User Generated Content
  • How to Maintain an Online Brand Community
    Entertainment. Make sure your Community Members have fun
  • 74. How to Maintain an Online Brand Community
    Support. Help Users with Brand /Product Oriented Questions
    Answer questions / Fix users’ problems / Provide solutions.
  • 75. How to Maintain an Online Brand Community
    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.
  • 76. Social Media Strategy Fundamentals:
    Social Media Strategy Fundamentals:
    How to Maintain an Online Brand Community
    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.
  • 77. Conclusions
  • 78. Social Media Strategy Fundamentals:
    Social Media Strategy Fundamentals:
    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.
  • 79. @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