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Community Profiler
Brands & Communities
Stefan Andrei
Business & Product Development Consultant
Stefan.Andrei@exactcc.ro
12 Minutes Agenda
Community profiler
Online Communities
Brand – Community Myths
Communities
in Online
MEMBERSHIP
INVOLVMENT
ADVOCACY
Membership
74%
They “like” at
least one brand
51%
They “like” a
brand because
they saw a
friend doing it
31%
They joined a...
Involvement
Showed
interest for an
event
organized by
a brand
65%
Read the
posts of a
brand
53%
Took part at
discussions
a...
Advocacy
38%
Suggested a
friend to
“like” a brand
29%
Promote a
brand you
believe in
11%
Defend a
brand after it
was criti...
Profiler
Considering
what
communities
are they
affiliated to…
..discover what
are their basic
demographics
Basic Demographics
Gender
Age
Children
Education
Profession
Income
Pampers Romania
Reader’s Digest
Dove
Black Eye Peas fan
L’Oreal
1st John/ Jane Doe?
Anca
Profession: PR Manager
Age: 32
Children: yes, 1 gorgeous
kid at home
Education: high
Income: medium
IMDB
Mobexpert
Lild
Mega Image
Breaking Bad
Gojira fan
PlayStation Fan
AMD, Intel, Nvidia, etc
2nd John/ Jane Doe?
Cosmin
Profession: IT
Age: 25
Children: no
Education: high
Income: medium-high
3rd John/ Jane
Doe?
BBC Good Food
Grey’s Anatomy
Adele fan
Barbat la cratita
Al Pacino fan
Rochii purtate o data
miresici....
Ioana
Profession: Marketer
Age: 28
Children: not yet
Education: high
Income: medium
Communities do not equal
online communities
However, among others,…
online empowers
communities with a
stronger voice
Using ZURF, online WOM
tracker, we found out that…
in RETAIL market, during April,
top 5 retailers in terms of online buzz...
Using ZURF, online WOM
tracker, we found out that…
in BANKING, during April,
top 5 banks in terms of online buzz
gathered ...
Using ZURF, online WOM
tracker, we found out that…
in TELECOM, during April,
top 5 companies in terms of online buzz
gathe...
170.400
people that influence your
brand perception in Romania
during a year
14.200
mentions per month in telecom
Community
Type A
Tech freak
Community
Type B
Amish
Myth # 1
A brand community is a
marketing strategy
Harley recognized that the brand
has developed as a community-
based phenomenon
Myth # 2
A brand community exists to
serve the business
(from community perspective)
A brand community exists to serve
the people and help them meet
common needs
Myth # 3
Build the brand, and the
community will follow
Base your brand on a strong
community and it can deliver you
real benefits
Base your
brand on a
strong
community
and it can
deliver you
real benefits
Myth # 4
Brand communities should
be love-fests for faithful
brand advocates
Most companies prefer
to avoid conflict. But
communities are
inherently conflictual,
they thrive on making
a separate opin...
Myth # 5
Opinion leaders build strong
communities
Robust communities are based on a main
idea/ cultural belief as backbone, enabling
everyone to play a valuable role
Myth # 6
Online social networks are
the key to a community
strategy
Online networks are just one
tool, not a community strategy
Myth # 7
Successful brand
communities are tightly
managed and controlled
The Community
Steaua Bucharest fans
The Management
The owner – Gigi Becali
Reaction…
Communities defy managerial control
Remember!
Communities are
also sources of
information
People talk
about your
brand in online
Involve
members of
your commu...
Listen to the online WOM,
your community members
and potential customers are
speaking!
Thank You!
Stefan Andrei
Business & Product Development Consultant
Stefan.Andrei@exactcc.ro
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Community profiler brands & communities

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How can communities help our brands?
Communities not only as territories but also as sources of information.
Myths in brand - community relation.

Published in: Marketing, Technology, Business
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Transcript of "Community profiler brands & communities"

  1. 1. Community Profiler Brands & Communities Stefan Andrei Business & Product Development Consultant Stefan.Andrei@exactcc.ro
  2. 2. 12 Minutes Agenda Community profiler Online Communities Brand – Community Myths
  3. 3. Communities in Online MEMBERSHIP INVOLVMENT ADVOCACY
  4. 4. Membership 74% They “like” at least one brand 51% They “like” a brand because they saw a friend doing it 31% They joined a brand group
  5. 5. Involvement Showed interest for an event organized by a brand 65% Read the posts of a brand 53% Took part at discussions about brands, ads or products on the brand’s page 26%
  6. 6. Advocacy 38% Suggested a friend to “like” a brand 29% Promote a brand you believe in 11% Defend a brand after it was criticized
  7. 7. Profiler Considering what communities are they affiliated to… ..discover what are their basic demographics
  8. 8. Basic Demographics Gender Age Children Education Profession Income
  9. 9. Pampers Romania Reader’s Digest Dove Black Eye Peas fan L’Oreal 1st John/ Jane Doe?
  10. 10. Anca Profession: PR Manager Age: 32 Children: yes, 1 gorgeous kid at home Education: high Income: medium
  11. 11. IMDB Mobexpert Lild Mega Image Breaking Bad Gojira fan PlayStation Fan AMD, Intel, Nvidia, etc 2nd John/ Jane Doe?
  12. 12. Cosmin Profession: IT Age: 25 Children: no Education: high Income: medium-high
  13. 13. 3rd John/ Jane Doe? BBC Good Food Grey’s Anatomy Adele fan Barbat la cratita Al Pacino fan Rochii purtate o data miresici.ro
  14. 14. Ioana Profession: Marketer Age: 28 Children: not yet Education: high Income: medium
  15. 15. Communities do not equal online communities However, among others,… online empowers communities with a stronger voice
  16. 16. Using ZURF, online WOM tracker, we found out that… in RETAIL market, during April, top 5 retailers in terms of online buzz gathered over 8.400 mentions
  17. 17. Using ZURF, online WOM tracker, we found out that… in BANKING, during April, top 5 banks in terms of online buzz gathered over 7.900 mentions
  18. 18. Using ZURF, online WOM tracker, we found out that… in TELECOM, during April, top 5 companies in terms of online buzz gathered over 14.200 mentions
  19. 19. 170.400 people that influence your brand perception in Romania during a year 14.200 mentions per month in telecom
  20. 20. Community Type A Tech freak Community Type B Amish
  21. 21. Myth # 1 A brand community is a marketing strategy
  22. 22. Harley recognized that the brand has developed as a community- based phenomenon
  23. 23. Myth # 2 A brand community exists to serve the business (from community perspective)
  24. 24. A brand community exists to serve the people and help them meet common needs
  25. 25. Myth # 3 Build the brand, and the community will follow
  26. 26. Base your brand on a strong community and it can deliver you real benefits
  27. 27. Base your brand on a strong community and it can deliver you real benefits
  28. 28. Myth # 4 Brand communities should be love-fests for faithful brand advocates
  29. 29. Most companies prefer to avoid conflict. But communities are inherently conflictual, they thrive on making a separate opinion Most companies prefer to avoid conflict. But communities are inherently conflictual, they thrive on making a separate opinion
  30. 30. Myth # 5 Opinion leaders build strong communities
  31. 31. Robust communities are based on a main idea/ cultural belief as backbone, enabling everyone to play a valuable role
  32. 32. Myth # 6 Online social networks are the key to a community strategy
  33. 33. Online networks are just one tool, not a community strategy
  34. 34. Myth # 7 Successful brand communities are tightly managed and controlled
  35. 35. The Community Steaua Bucharest fans
  36. 36. The Management The owner – Gigi Becali
  37. 37. Reaction… Communities defy managerial control
  38. 38. Remember! Communities are also sources of information People talk about your brand in online Involve members of your community in your activity The role of the community is to serve its members Use communities to strengthen you brand Communities thrive on making a separate opinion Strong communities allow each member to play a valuable role Communities should not be controlled but helped
  39. 39. Listen to the online WOM, your community members and potential customers are speaking!
  40. 40. Thank You! Stefan Andrei Business & Product Development Consultant Stefan.Andrei@exactcc.ro
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