Anandan Pillai FPM Scholar Management Development Institute Gurgaon
Courtesy: Chlorophyll
Comparison of Brand Community Platforms 1 – Very low, 7 – Very High Brand Community  Offline  Online  Social Media  Home  ...
<ul><li>Ingersoll Rand </li></ul><ul><li>Infosys </li></ul><ul><li>NM Incite </li></ul>
<ul><li>Complex buying process </li></ul><ul><li>Difficult to identify decision maker </li></ul><ul><li>Varied influencers...
<ul><li>Faasos </li></ul><ul><li>G-Auto </li></ul><ul><li>Aaramshop </li></ul><ul><li>Rajwadu </li></ul><ul><li>Farm2Kitch...
<ul><li>Limited audience ??? </li></ul><ul><li>Constant & relevant engagement </li></ul><ul><li>Build close connect with s...
<ul><li>Uread.com </li></ul><ul><li>Bushirt </li></ul><ul><li>Sheepstop </li></ul><ul><li>Hippo </li></ul>
<ul><li>Entry barrier against existing communities </li></ul><ul><li>Build brand from ground zero </li></ul><ul><li>Fan ba...
<ul><li>Varied target audience </li></ul><ul><li>Overlap of target audience </li></ul><ul><li>Limited product lifecycle </...
<ul><li>Ministry of Finance, Government of India </li></ul><ul><li>Indiandiplomacy </li></ul><ul><li>India Meteorological ...
Content Strategy
<ul><li>Thoughtful </li></ul><ul><li>Value adding </li></ul><ul><li>Unique </li></ul><ul><li>Appealing </li></ul><ul><li>E...
About product/service  About concept/industry  General  engagement 80 10 10 50 25 25 60 20 20 70 20 10
<ul><li>@anandan22 </li></ul><ul><li>[email_address] </li></ul>
Building Brand Community via Social Media
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Building Brand Community via Social Media

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A detailed presentation exhibiting key aspects of building brand community on social media platforms.

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Building Brand Community via Social Media

  1. 1. Anandan Pillai FPM Scholar Management Development Institute Gurgaon
  2. 2. Courtesy: Chlorophyll
  3. 3.
  4. 4. Comparison of Brand Community Platforms 1 – Very low, 7 – Very High Brand Community Offline Online Social Media Home Website Host website Ownership 3 7 4 5 Investment 7 6 4 4 Subsequent investment 7 4 4 3 Reach 2 4 5 6 Member Acquisition Cost 6 6 4 2 Content Generation (Frequency) 3 4/5 4/5 7 Cost of a visit 7 6 4 3 Content Lifetime 3 7 7 7
  5. 5. <ul><li>Ingersoll Rand </li></ul><ul><li>Infosys </li></ul><ul><li>NM Incite </li></ul>
  6. 6. <ul><li>Complex buying process </li></ul><ul><li>Difficult to identify decision maker </li></ul><ul><li>Varied influencers </li></ul><ul><li>Infrequent purchase </li></ul><ul><li>Leads vs. Ideas vs. Relationship </li></ul><ul><li>Blogs / Forums / LinkedIn / Webinars </li></ul>
  7. 7. <ul><li>Faasos </li></ul><ul><li>G-Auto </li></ul><ul><li>Aaramshop </li></ul><ul><li>Rajwadu </li></ul><ul><li>Farm2Kitchen </li></ul>
  8. 8. <ul><li>Limited audience ??? </li></ul><ul><li>Constant & relevant engagement </li></ul><ul><li>Build close connect with surroundings </li></ul><ul><li>Offline events </li></ul>
  9. 9. <ul><li>Uread.com </li></ul><ul><li>Bushirt </li></ul><ul><li>Sheepstop </li></ul><ul><li>Hippo </li></ul>
  10. 10. <ul><li>Entry barrier against existing communities </li></ul><ul><li>Build brand from ground zero </li></ul><ul><li>Fan base vs. quality of fans </li></ul><ul><li>Incentives to join community </li></ul>
  11. 11.
  12. 12. <ul><li>Varied target audience </li></ul><ul><li>Overlap of target audience </li></ul><ul><li>Limited product lifecycle </li></ul><ul><li>Cross-sell? </li></ul><ul><li>Product cannibalization? </li></ul><ul><li>Brand specific loyalty vs. corporate brand loyalty! </li></ul>
  13. 13. <ul><li>Ministry of Finance, Government of India </li></ul><ul><li>Indiandiplomacy </li></ul><ul><li>India Meteorological Department </li></ul><ul><li>IndianPost </li></ul><ul><li>Census2011 </li></ul>
  14. 14. Content Strategy
  15. 15. <ul><li>Thoughtful </li></ul><ul><li>Value adding </li></ul><ul><li>Unique </li></ul><ul><li>Appealing </li></ul><ul><li>Exciting (Humor?) </li></ul><ul><li>Regular frequency </li></ul><ul><li>Shareable </li></ul>
  16. 16. About product/service About concept/industry General engagement 80 10 10 50 25 25 60 20 20 70 20 10
  17. 17.
  18. 18. <ul><li>@anandan22 </li></ul><ul><li>[email_address] </li></ul>
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