Explore how to turn an online audience into a loyal community.

1. Date: November 16, 2019
Content & Community
Ritu Mittal Mukherjee, creating Targeted User Engagements, Brand Solutions, NBU, Activating BTL

4. Why a
Community?
COMMON PURPOSE
✤ Cognitive
✤ Physiological
✤ Emotional
✤ Financial

5. The CommonThread?
✤ Let us walk through few Journeys…

6. Intersections for a Community?
✤ Life Events
✤ Realisation that one needs help
✤ Calling out for help
✤ Making Contact
✤ Conversation
✤ Fulfilment
✤ Pass it on?

7. User Journey Map
✤ Activities for a particular Use Case
✤ Touch points for interventions
✤ Need for Info
✤ Which formats of Info
✤ Info provided by whom?
✤ Need for a personal Connect
✤ Peer
✤ Expert/ Validator
✤ Fulfilment of need
✤ Feedback
✤ Will your user Pass it On ?

8. Cohorts
✤ Common Thread again!

9. Should we differentiate?
✤ Basis of User Journey
✤ Create customised experiences

10. User Engagements
✤ Explore the Value of Content driven engagement
✤ Explore the Value of Emotion driven engagement
✤ Explore the Value of Utility driven engagement

11. Who makes a Community?
✤ Generators
✤ Drivers
✤ Consumers

12. Content
✤ Expert driven
✤ User Generated Content
✤ Curation
✤ Disclaimers
✤ Validation
✤ Plagiarism

13. What more for the Community or
forYOU?
✤ Branded Content
✤ Content to Commerce
✤ Community to Commerce

14. Metrics
✤ Is emotion a metric?
✤ Engagement basis effort
✤ Sessions
✤ Stickiness
✤ Retention