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Brands in Online Communities - Zafar Ahmed, Social and Search Manager, TrueLogic Philippines
 

Brands in Online Communities - Zafar Ahmed, Social and Search Manager, TrueLogic Philippines

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Resource Speaker: ...

Resource Speaker:
Zafar Ahmed, Social and Search Manager, TrueLogic Solutions, Inc.

Common belief when starting a business is to first go out and look for customers. In the landscape of digital business, building a business today means building a community. The community enables shared ideas, beliefs, and experiences which will become a basis or lead to influence purchase decisions. Customers or the revenue in the business become a natural outcome of building this community around shared ideas. Because your customers will emerge from this community, it is the greatest `asset you could possibly build.

- Building a Business Means Building a Community
(FaceBook, Twitter, LinkedIn, Pinterest, YouTube, E-Commerce)
- How To Start Building a Community
- How To Manage and Sustain the Community
- The Role of a Social Media Manager
- What are some disruptive programs for the community?
- Importance of WOM and ORM in the Community
- Tips and Techniques

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  • Build Marketing that creates Cultural Movements..this is when a brand taps into shared beliefs and passions.
  • People who want the world to change, who have something to say, to make a change, to make something better. Instead of power, make influence and change something. A tribe only works where there are insiders and outsiders, but real change comes from small groups of people, true believers, to take you to the next groups of people. Those thousand people take you to thousand people.Create marketing that creates communities
  • It doesn’t take an influencer to take your brand and give it the invisibility that you want to.
  • Look outside for new ideas.P&G CEOLafley wanted new product ideas from external sources, the company experienced growth through idea generation using Connect+ Develop Initiative, through this initiative, their teams worked with independent researches, others companies, and sometimes even competitors to generate ideas.Connect+Develop is a P&G innovation strategy. The idea of partnering externally to accelerate innovation is applied across the Company and around the world in all our work and with all our brands.
  • It doesn’t take an influencer to take your brand and give it the invisibility that you want to.
  • It doesn’t take an influencer to take your brand and give it the invisibility that you want to.
  • It doesn’t take an influencer to take your brand and give it the invisibility that you want to.
  • Don't start with a focus on heavy weight. The most common example is the LIKE Button. Its so natural and so lightweight.  In the real world, "Yeah I like that" "That's cool“.
  • To me, Thought Leadership is simply about becoming an authority on relevant topics
  • Organize shared experiences across various social networks into various moments of truth.
  • The premise behind My Starbucks Idea is simple. Starbucks customers post ideas for a better Starbucks which are then voted on by other users. The most popular ideas are evaluated and possible adopted by Starbucks.
  • The most commonly share item in 2011 on Facebook was; if you look at top things, they were there for a certain time, but if you look at why cats are so popular on the internet, this is why..they generate emotion reaction from people. TSUNAMI in Japan, what was shared was...the before and after photographs, nothing about the magnitute of impact, reason when people saw people went like "Holy Shit"...creating emotion reaction, its gotta be about feelings, obviosly there are exceptions, but generally speaking, it should about feelings.
  • One of the greatest job in Marketing that the universe has ever seen is Nike. Remember, Nike is a commodity, They sell shows, and yet when you think of Nike you feel something different than just a shoe company. In their ads, they never talk about their products. They never talk about their airmax shoes and why we are better than others. What do they in marketing? They honor great atheles, thats who they are, and thats what they do.
  • One of the greatest job in Marketing that the universe has ever seen is Nike. Remember, Nike is a commodity, They sell shows, and yet when you think of Nike you feel something different than just a shoe company. In their ads, they never talk about their products. They never talk about their airmax shoes and why we are better than others. What do they in marketing? They honor great atheles, thats who they are, and thats what they do.
  • One of the greatest job in Marketing that the universe has ever seen is Nike. Remember, Nike is a commodity, They sell shows, and yet when you think of Nike you feel something different than just a shoe company. In their ads, they never talk about their products. They never talk about their airmax shoes and why we are better than others. What do they in marketing? They honor great atheles, thats who they are, and thats what they do.
  • The most commonly share item in 2011 on Facebook was; if you look at top things, they were there for a certain time, but if you look at why cats are so popular on the internet, this is why..they generate emotion reaction from people. TSUNAMI in Japan, what was shared was...the before and after photographs, nothing about the magnitute of impact, reason when people saw people went like "Holy Shit"...creating emotion reaction, its gotta be about feelings, obviosly there are exceptions, but generally speaking, it should about feelings.

Brands in Online Communities - Zafar Ahmed, Social and Search Manager, TrueLogic Philippines Brands in Online Communities - Zafar Ahmed, Social and Search Manager, TrueLogic Philippines Presentation Transcript

  • Business in Online Communities• Building a Business Means Building a Community• How To Start Building a Community• How To Manage and Nurture the Community• The Role of a Social Media Manager• What Are Some Disruptive Programs For The Community?• Tips and Techniques
  • Building a Business Means Building aCommunity
  • Shared Experience >Communities Community is built through Shared experiences. Shared characteristics. • Community must have a purpose. • To build a true community starts with your vision statement. You must define the experience you want people to have with your brand and align that experience with everything that you do. • Communities are proxy for relevance. • Give people something to stand with... something to believe in.
  • “A strong community is the net result ofsomething designed to be meaningful andremarkable. The brand is then a collection ofshared experiences aimed at creatingalignment between your vision and customeraspiration..” – Brian Solis
  • Tribe Management A tribe is any group of people, large or small, who are connected to one another, a leader, and an idea. For millions of years, humans have been seeking out tribes, be they religious, ethnic, economic, political, or even musical "Tribe Management" is a whole different way of looking at building communities.  Think of your customers or website visitors as a tribe.  Tribes will make you think (really think) about the opportunities in leading your fellow employees, customers, investors, believers, hobbyists, or readers.
  • Create a Small Network of CommunitiesSmall Network of Community canmake better decisions thanindividuals because of diverserange of opinions, all groupmember opinions need to beaggregated.Sometimes group of non-experts isbetter than an individual expert atpredicting outcomes in the expertsfield, for example, stock marketperformance.
  • Connect+Develop (C&D)Initiative
  • StarBucks CommunityProjects
  • MyStarBucksIdea.com
  • How To Start Building a Community
  • Build Communities Around These three THINGS.Otherwise, you will find it really hard to seegrowth and engagement.
  • Build LightweightInteractions People build relations with each others through many lightweight interactions over time.
  • Information OverloadThe amount of informationaccessible to us is increasingexponentiallyOur capacity of memory hastaken million of years toevolve and wont changewithin our lifetime.This is why we turn to othersto help us make decisions.We will also turn to Subjectexperts and thoughtleaders to help us makedecision.
  • How To Manage and Nurture theCommunity
  • Build Thought LeadershipCouncil A Thought Leadership Council is the team of key subject matter experts from across the organization who generate content ideas It Takes a Community of Subject Experts to be a Thought Leader Build an “Expert Connect” Program Community
  • Understand DigitalDarwinism“Digital Darwinism," a time whentechnology and society are evolvingfaster than the ability of manyorganizations to adapt – Brian Solis• Businesses must align with individuals• The reality is that there isn’t a top-downmovement to create a singular experience forfans.
  • Dynamic Customer Journey in VariousMoments of Truth
  • Two Way Dialogue inGeneration “C” Era •Consumers are more informed than ever before. • Conversations are trusted sources. • Follow these four steps to connect with the connected customer/fan: •Listen •Learn •Engage •Adapt
  • The Role of Social Media Manager
  • Cultivate a Culture of ThoughtLeadership InternallyThe simple truth is that it takes a culture of innovation to compete for bothGeneration C “Connected” and for the future . . .To innovate first requires innovation within.Build a Thought Leadership Council Board: A Thought Leadership Council is theteam of key subject matter experts from across the organization who generatecontent ideas
  • Be The Change Agent You are the change agent. You will help influence and change the culture of management from silos into that of leadership and innovation
  • Create Community NurturingPrograms 1.Webinars 2.Google+ Hangouts 3.Whitepapers 4.Definitive Guides 5.Interviews 6.Events Marketing 7.One Pagers 8.Drip Campaigns 9.Step by Step Guides
  • What Are Some DisruptivePrograms/Ideas For The Community?
  • The Innovators DNAFive discovery skills thatdistinguish innovativeentrepreneurs and executives fromordinary managers:1. Associating2. Questioning3. Observing4. Networking5. Experimenting
  • Think like a PublisherDon’t Talk About Facts.Talk about things that generates emotional reaction, visualreaction..We rely on emotional brain,our nonconcious brain does alot if invisibly analysis andgenerates a feeling that itsends out to our rationalebrain.
  • Nike Marketing Strategy
  • Tips & Tricks And Bonus Points
  • Create a Super Fan Program
  • How To Generate Innovative Ideas
  • Thank You!Email: zafar@truelogic.com.ph