Community profiler brands & communities

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How can communities help our brands? …

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

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  • 1. Community Profiler Brands & Communities Stefan Andrei Business & Product Development Consultant Stefan.Andrei@exactcc.ro
  • 2. 12 Minutes Agenda Community profiler Online Communities Brand – Community Myths
  • 3. Communities in Online MEMBERSHIP INVOLVMENT ADVOCACY
  • 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. 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. 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. Profiler Considering what communities are they affiliated to… ..discover what are their basic demographics
  • 8. Basic Demographics Gender Age Children Education Profession Income
  • 9. Pampers Romania Reader’s Digest Dove Black Eye Peas fan L’Oreal 1st John/ Jane Doe?
  • 10. Anca Profession: PR Manager Age: 32 Children: yes, 1 gorgeous kid at home Education: high Income: medium
  • 11. IMDB Mobexpert Lild Mega Image Breaking Bad Gojira fan PlayStation Fan AMD, Intel, Nvidia, etc 2nd John/ Jane Doe?
  • 12. Cosmin Profession: IT Age: 25 Children: no Education: high Income: medium-high
  • 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. Ioana Profession: Marketer Age: 28 Children: not yet Education: high Income: medium
  • 15. Communities do not equal online communities However, among others,… online empowers communities with a stronger voice
  • 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. 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. 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. 170.400 people that influence your brand perception in Romania during a year 14.200 mentions per month in telecom
  • 20. Community Type A Tech freak Community Type B Amish
  • 21. Myth # 1 A brand community is a marketing strategy
  • 22. Harley recognized that the brand has developed as a community- based phenomenon
  • 23. Myth # 2 A brand community exists to serve the business (from community perspective)
  • 24. A brand community exists to serve the people and help them meet common needs
  • 25. Myth # 3 Build the brand, and the community will follow
  • 26. Base your brand on a strong community and it can deliver you real benefits
  • 27. Base your brand on a strong community and it can deliver you real benefits
  • 28. Myth # 4 Brand communities should be love-fests for faithful brand advocates
  • 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. Myth # 5 Opinion leaders build strong communities
  • 31. Robust communities are based on a main idea/ cultural belief as backbone, enabling everyone to play a valuable role
  • 32. Myth # 6 Online social networks are the key to a community strategy
  • 33. Online networks are just one tool, not a community strategy
  • 34. Myth # 7 Successful brand communities are tightly managed and controlled
  • 35. The Community Steaua Bucharest fans
  • 36. The Management The owner – Gigi Becali
  • 37. Reaction… Communities defy managerial control
  • 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. Listen to the online WOM, your community members and potential customers are speaking!
  • 40. Thank You! Stefan Andrei Business & Product Development Consultant Stefan.Andrei@exactcc.ro