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Building Brand Community via Social Media
Building Brand Community via Social Media
Building Brand Community via Social Media
Building Brand Community via Social Media
Building Brand Community via Social Media
Building Brand Community via Social Media
Building Brand Community via Social Media
Building Brand Community via Social Media
Building Brand Community via Social Media
Building Brand Community via Social Media
Building Brand Community via Social Media
Building Brand Community via Social Media
Building Brand Community via Social Media
Building Brand Community via Social Media
Building Brand Community via Social Media
Building Brand Community via Social Media
Building Brand Community via Social Media
Building Brand Community via Social Media
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.

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

Published in: Business, Technology
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  • 1. Anandan Pillai FPM Scholar Management Development Institute Gurgaon
  • 2. Courtesy: Chlorophyll
  • 3.
  • 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. <ul><li>Ingersoll Rand </li></ul><ul><li>Infosys </li></ul><ul><li>NM Incite </li></ul>
  • 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. <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. <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. <ul><li>Uread.com </li></ul><ul><li>Bushirt </li></ul><ul><li>Sheepstop </li></ul><ul><li>Hippo </li></ul>
  • 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.
  • 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. <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. Content Strategy
  • 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. About product/service About concept/industry General engagement 80 10 10 50 25 25 60 20 20 70 20 10
  • 17.
  • 18. <ul><li>@anandan22 </li></ul><ul><li>[email_address] </li></ul>

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