Why brands should put community in the core of their business strategy and not just marketing strategy.

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.
AWermath
Two
new
likes
Headcount
measures
marke3ng
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-­‐
plaAorm
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
reac3on
and
adjust
tac3cs
in
real
3me
Trend
Mapping
Iden3fy
new
audience
segments
based
on
paHerns
and
trends
4
Cross
plaAorm
analysis
in
one
place
to
op3mize
media
mix
3
Track
brand’s
reconnect
with
consumers
and
the
quality
of
engagement
Consumer
engagement
across
mul3ple
plaAorms

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
• BeHer
brand
recall
• Brand-­‐image
management
• Builds
the
brand
as
an
asset
for
the
organiza3on
• Spread
wider
awareness
of
the
products
via
content
marke3ng
• 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
ScaHered
Online
Presence
Switch
with
Shack

16. Brand
Community
Dynamics
CONCEPT
SOCIAL
MEDIA
CONSUMER
INSIGHTS
BRAND
COLLECTIVE
Common
aHribute
connec3ng
the
brand
and
its
TG.
Two-­‐way
exchange
•
Engagement
•
Queries
BUILDING
A
BRAND
COMMUNITY
Events
•
Conversa3ons
•
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,
3ps
and
interac3on
CROSS
PLATFORM
EXCHANGE
Blog
•
Apps
•
Photo
essays
•
Travelogues
Cross
plaAorm
Analysis
goodyearjoyofjourney.com
©SHACK
CO.
|
Proprietary
&
Confiden8al
Diverse
digital
content
formats
MOBILE

19. A
glimpse
from
some
of
the
many
who
went
digital
with
us.

20. Client:
Yahoo!
India

21. Client:
MP
Tourism

22. They
also
went
digital
with
us

23. 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