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Why Brand Communities is an answer to your Digital Anxieties
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Why Brand Communities is an answer to your Digital Anxieties

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  • 1. Why  Brand  Community  is  the  Answer   to  your  Digital  Anxieties   ©SHACK  CO.  |  Proprietary  &  Confiden8al  
  • 2. What  brands  typically  seek   from  their  online  presence?   Consumer  loyalty  •  Expand  reach  •  Visibility  •  Connect  •  More  business GO
  • 3. Typical  stages  of  online  presence   Current  Scenario Tier  I: Corporate   Website Tier  II: Social  media Tier  III: Apps
  • 4. A Typical Digital Marketer’s Agenda— •  DIGITAL  BOMBIMG-­‐  Ads  (  Display,  Search,   Social,  Mobile) •  CAMPAIGNS •  CONTESTS •  TARGET:  50,000  more  likes  on  fanpage
  • 5. With  a  scattered  presence,  most   brands  barely  breathe  online!     Users  are  merely  sitting  on  it,   without  spotting  the  difference.   Situa8on Image  Courtesy:  boingboing.net A  typical  brand’s  online  presence You  are   here!
  • 6. Rented  Audience  &  Inconsistent  Digital  Marketing   WILL  LIKE  FOR   CAMPAIGN  ‘A’   WILL  LIKE  FOR   CONTEST  ‘B’   WILL  LIKE  FOR   CAMPAIGN  ‘F’  
  • 7. An  unmanaged  community   AXermath Two  new   likes Headcount  measures   marke4ng  success Data  goes  down   the  drain Image  Courtesy:  easypreschoolcra>  (blog)
  • 8. What  brands  ACTUALLY  need  to  do  online?   BUILD  A  LOYAL   COMMUNITY   Users  and   Enthusiasts ENGAGE  BETTER   Connect  People   with  the  Brand ACT  ON  INSIGHTS   Analyze  Cross-­‐ plaBorm  Data  
  • 9. BRAND PEOPLE CONTENT PLATFORM Step  I:  Plan  to  build  a  real  community ENGAGEMENT + = Leveraging  the  brand  community  for  business  strategy  
  • 10. Brand’s   ecosystem  online   Step  2:  Manage  all  aspects  of  the  community PEOPLE 1 COMMON  IDENTITY PLATFORMS 2 3 CONVERSATIONS 4 ACTION 5 ANALYTICS
  • 11. Step  3:  Monitor  and  get  consumer  insights   Analytics   Dec Jan Feb Mar Apr May Dec Jan Feb Mar Apr May 1 2 Dec Jan Feb Mar Apr May Consumer  engagement   Gauge  consumer   reac4on  and   adjust  tac4cs  in   real  4me Trend  Mapping Iden4fy  new   audience  segments   based  on  paIerns   and  trends 4 Cross  plaBorm   analysis  in  one   place  to  op4mize   media  mix 3 Track  brand’s   reconnect  with   consumers  and   the  quality  of   engagement Consumer  engagement  across   mul4ple  plaBorms
  • 12. The  edge   STRONG  ONLINE   PRESENCE MEET  BRAND  AND  MARKETING   OBJECTIVES + ATTRACT  THE   RIGHT  TG CONSUMER  INSIGHT Bear  the   Fruits! Capitalize  on   emerging  cultural   trends  and  capture   a  wider  audience •  BeIer  brand  recall   •  Brand-­‐image  management •  Builds  the  brand  as  an  asset   for  the  organiza4on •  Spread  wider  awareness  of  the   products  via  content  marke4ng •  Create  buzz  around  an  event  or   product  launch  
  • 13. A  strong  community  takes  the  brand   everywhere  it  goes.  Not  vice-­‐versa.   Brand/Cause Image  Courtesy:  freelists.org
  • 14. At  Shack,  we  integrate  platforms  for   consistent  brand  engagement  to  build   better,  stronger  communities.   Image  Courtesy:  ohsweetbabies.com
  • 15. STABLE  ONLINE  COMMUNITY ScaIered  Online   Presence Switch     with  Shack  
  • 16. Brand   Community   Dynamics   CONCEPT SOCIAL   MEDIA CONSUMER   INSIGHTS BRAND   COLLECTIVE Common  aIribute   connec4ng  the   brand  and  its  TG. Two-­‐way  exchange  •   Engagement  •  Queries   BUILDING  A  BRAND  COMMUNITY   Events  •  Conversa4ons   •  People Timely  feedback  and   revising  strategy Ease  of  access  •  Connect   on  the  go  with  the  brand   and  fellow  members. MOBILE
  • 17. Goodyear   and  Road   Trippers   CONCEPT SOCIAL   MEDIA   CONSUMER   INSIGHTS BRAND   COLLECTIVE Online  &  Offline Stories,  4ps  and   interac4on CROSS   PLATFORM   EXCHANGE   Blog  •  Apps  •  Photo   essays  •  Travelogues     Cross  plaBorm   Analysis goodyearjoyofjourney.com   ©SHACK  CO.  |  Proprietary  &  Confiden8al   Diverse  digital   content  formats MOBILE
  • 18. A  glimpse  from  some  of  the  many   who  went  digital  with  us  
  • 19. Client:   Yahoo!   India
  • 20. Client:   MP   Tourism
  • 21. They  also  went  digital  with  us  
  • 22. We  specialize  in  creating  activity-­‐focused   communities  for  brands   143A,  1st  &  2nd  Floor, Shahpur  Jat Delhi  -­‐  49 Get  in  touch:  info[at]shack.co.in www.shack.co.in   Email:  info[at]shack.co.in