The document outlines a 5-step process for creating strong digital communities around a brand. The 5 steps are: 1) Defining objectives, 2) Profiling and assessing customers, 3) Selecting engagement strategies, 4) Execution, and 5) Measurement. Key strategies discussed include engaging customers through content (ACCESS, ENGAGE, CONNECT), collaboration (COLLABORATE), and customization (CUSTOMIZE). Case studies provide examples of successful brand campaigns that utilized online listening (LISTEN), befriending customers (BEFRIEND), solving problems (SOLVE), and sharing content (SHARE).

1. Making your brand
a preferred brand
online

2. SEAGULL’S
DIGITAL COMMUNITIES PROCESS

3. A process which involves
5 steps and 5 core strategies
to create strong digital communities around your brand

4. The 5 step process

5. Step 1: Defining our Objective
This involves defining our digital marketing objective. Here we will answer what our
objective is. It is related to:
•Innovation: Getting product/service suggestions, product differentiation, gaining
customer insight
•Marketing: Building brand image, leveraging brand awareness, reaching niche
customers/hard to reach customers
•Sales: Generating new leads, driving sales, greater efficiency in online sales,
educating your market to grow it
•Communication: Reputation and crisis management, improving product support,
breaking through media clutter
•Operations: Expanding global reach of your business, lowering customer service
cost, increasing productivity

6. Step 2: Profiling & Assessment
In this step we:
•Profile the customer with respect to age,
income, gender, tastes, habits, likes, interests
•Explore our customer’s relationship with
technology
•And assess the architecture and philosophy of
our brand

7. Step 3: Strategy Selection: Applying AECCC
According to our defined objective(s), we apply the required best strategy from our 5 core
strategies, or a combination thereof.

8. ACCESS: Be present where your consumer is

9. ENGAGE: Become a source of valued content

10. CONNECT: Be a part of your customer’s conversation
McDonalds:
Our Food. Your questions.
Giving consumers a
platform to ask their
questions and answering
them in an engaging,
informative manner.

11. COLLABORATE: Involve your customers and co-create with them

12. CUSTOMIZE: Adapt your offering to your customer’s needs

13. Step 4: Execution
Executed and supervised by Seagull
for the mutually agreed time period

14. Execution also
includes LIBEF and
SOSHA

15. What does that mean?
LISTEN: Listen to conversations happening online, relevant to your keywords
BEFRIEND: Make your customer your friend
SOLVE: Solve their problems, queries, doubts
SHARE: Share information, valuable content with them

16. The case of Audi R8:
• In 2011, a young lady names Joanne McCoy tweeted everyday using #WantanR8’
• Luckily for her, Audi was listening, and responded by showing up at her Washington,
D.C. home with a brand-new sports car for the day
• From there onwards, the company went on to share the love
• So far, the hash tag has been used over 75,000 times since its inception, but that
number is expected to skyrocket
How successful
brands LIBEF
and SOSHA

17. Step 5: Measurement
Measuring impact of initiatives at defined
time periods
Translating objectives into metrics using
various measurement methods including
Google analytics, as and how required

18. Let’s look at a few case studies
of Digital Communities

19. Mont Vert
Vesta
Integrated campaign
Smart objective: 3000 walk-ins over 6 months
Solution: Goan Fiesta festival on-site
Promotion through integrated media
Results: In just 2 days, achieved the smart objective of
3000 walk-ins in just 2 days and got 70 bookings on
spot, much above our objective.
Details of online activity: Created a robust online
program, with contests, regular updates on the Goan
Fiesta event, ads, emailers, and engaging posts and
as a result increased online community size too.

21. Increased likes by
having an on-ground
lucky draw, for which
participation was
through likes

22. Mont Vert Belbrook
Integrated campaign
Smart objective: 300 walk-ins over 2 weeks
Solution: Doosra Chance to invest. Launch by
Muttiah Muralitharan
Promotion through integrated media
Results: In the 2 weeks, we increased likes by 2500.
We also get 200 enquiries through online initiatives
Details of online activity: Created a robust online
program, with contests, regular updates on the off
ground activities, emailers, and presence on
relevant online portals

25. Maple Shelters
Success stories: Designed, created
responsive website. Created online
community, grew it from 65 to 5099 in
just 3 months, carried out sustained ad
activities well as engaged people online
through various access, engage and
connect initiatives.
Enquiries: Generated 400+ enquiries in
2 months

29. Highlighting all the amenities of Aapla Ghar through engaging creative posts

31. First Home buyer’s guide – Blog on Maple’s website

33. P.N. Gadgil Jewellers
Success stories: Total community size:
54906 (likes increased by 22516 in 4
months) Total engagement: 2,19,032
In the first month itself, increased digital
community size and engagement by more
than 20% through various access, engage
and connect initiatives
YOUTUBE:
Total views: 12066 Estimated minutes
watched: 14,477
www.facebook.com/pngjewellers
Twitter handle: @pngjewellers

34. Mangalsutra Collection

35. Happy Marriage Moments
campaign on Facebook

36. Happy Marriage Moments photo contest on Facebook

37. E-marriage album application on Facebook

38. Tola Ani Bola – Hadapsar store launch

39. Tola ani Bola contest on Facebook

40. Vivah Collection

41. Queen of Brides blog page:
Tutorial blogs for brides-to-be

42. Banner ads on
1.Matrimonial websites
(Bharatmatrimony-marathi matrimony,
Simply marry)
2.Fashion
3.Wedding sites
4.Women Blogs
5.Recipe sites
6.Other websites

43. Videos:
1.Behind the scenes
2.Soha becomes a
bride
3.24k question and
answers with Saurabh
& Toshita

44. Diamond Collection

45. Facebook posts

46. A Tale of Temptation
Crowd sourcing story

48. Silver Gift articles

49. Contest on Facebook

50. Tag it. Gift it
Send a virtual gift campaign on
Facebook

51. Rakshabandhan Campaign

54. Product posts on Facebook

55. ‘Tie not to Tie’ Facebook campaign

56. Rakshabandhan applications
Design your own rakhi
Whacky gift box

57. SHO-LUV – A spoof of Sholay, where a Rakhi sets things right

58. Rakshabandhan banner ads
On online shopping portals (ebay, snapdeal, flipkart)
Online movie booking
Directories
Rakshabandhan websites
Events sites (bookmyshow, yahoo, rediff)
Other portals

59. Investment plan

62. PNG –
Silvostyle
(Retail Silver Jewellery)
Built Silvostyle online
community and created
online buzz. Grew community
size from 0-4610 in just 4
months with various access,
engage, connect initiatives
including videos, contests,
polls, posts. Also executed
Facebook ads to increase
brand awareness, familiarity
and preference.
www.facebook.com/silvostyle
@silvostyle

63. Silvostyle Quick Sale
campaign

64. Some other
brands we’re
helping digitally

65. Sameer Desai- Managing Director
17 years of experience in advertising and promotions
spanning brands like Greenlime, Health Fit, Jaihind, Mont
Vert, Symbiosis, Oyster & Pearl, Venky’s, Bacardi, Amanora,
Borosil, Novartis, Southern Comfort, IndSearch, Culligan
Goodwater, Cummins and Pepsi
Ashish Mishra- Business Manager
7 years of experience in digital marketing spanning brands like
ICICI bank, Set India, Aditya birla group, Salman khan
foundation, Tata mutual fund, Garware plyester ltd., Validys
toys, Ad-mueseum, Airocide and Rica coffee
SEAGULL EXPERTISE

66. Vrinda Joglekar- Digital Strategist
8 years of experience in advertising and promotions
spanning brands like Amanora, Vittoria, Maple, PNG
Jewellers, Greenlime, Health Fit, Mont Vert, Symbiosis,
Oyster & Pearl, IndSearch, Goodwater.
Padmini Venugopal- Digital Strategist
4 years of experience in advertising and promotions
spanning brands like Pride Purple, Maple, PNG Jewellers,
Jaihind, Mont Vert, Oyster & Pearl.

67. Smita
Gumphalwar
Senior Web
designer/developer
Shilpi Saraogi
Senior Web
designer /developer
Vaishu Patel
Web designer
/developer

68. Neha Pandkar
Digital Marketer
Tannishtha Motilal
Copy writer
Anik Sheth
Social Media Executive

69. So are you ready
to start building
communities?