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Online Brand Community Development

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How to Build and Develop Successfully your Online Brand Community? Why your Customers and Prospects join Online Groups? What is the Cost of developing an Online Community? If you look for answers, just read this presentation. I will be glad to read your comments!

Thierry Cellerin, CEO of BuzzFactory.

Published in: Business, Technology
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Online Brand Community Development

  1. 1. Solutions for Social Web Communication <br />“How to Build and Manage an <br />Online Brand Community?” <br />
  2. 2. Social Media Strategy Fundamentals:<br />Social Media Strategy Fundamentals:<br />BuzzFactory, a Vanksen Group Partner<br />BuzzFactory Solutions for Social Web Communication<br />Learning Programs:<br />In Partnership with a pole of foreign leading experts in Social Web (such as Emmanuel Vivierand Gregory Pouy), we propose general or tailor-made learning programs and workshops on Social Media Marketing and Digital Activation with 3 levels of practice: Beginner – Intermediary – Specialists. <br />Blog Marketing :<br />Blog marketing is online PR: It consists in involving popular bloggers to experience brands in order to create online positive and influential recommendations, brand visibility and conversations.<br />Social Media Strategy & Consulting :<br />Social Media Strategy development & implementation: Staff training, management and guidelines for online community management, content strategy and engagement campaigns, measurement, analytics and reporting. <br />
  3. 3. Table of Contents<br />What’s an Online Brand Community?<br />Why Build One?<br />How To Build It?<br />How to Maintain It?<br />
  4. 4. What’s an Online Brand Community?<br />
  5. 5. What’s an Online Brand Community?<br />Definition<br />‘Online Brand communities’ are defined as: “Group of individuals gathering on a web platform and interacting with one another based on a common attraction for a brand or a branded good.”<br />
  6. 6. What’s an Online Brand Community?<br />Understand what motivates users to join communities<br />To support a cause<br />To share my appreciation with others<br />To get advanced news on products<br />Because it was recommended to me<br />To associate with a brand I like<br />To be entertained<br />To learn more about it<br />To feel part of a like-minded community <br />To get free content<br />Source Universal McCann<br />
  7. 7. What’s an Online Brand Community?<br />Understand what makes consumers leave Communities <br />
  8. 8. 2. Why Build One?<br />
  9. 9. Social Media Strategy Fundamentals:<br />Social Media Strategy Fundamentals:<br />Why to build a brand Community? <br />Customer Relationship<br />Happy customer<br />Unhappy customer<br /><ul><li> Get inform about new products for purchasing and recommendations.
  10. 10. Give you insights and new ideas to develop your business.
  11. 11. Identify the most active brand lovers to turn them into evangelists.
  12. 12. Make sure they criticize your brand / product where you can easily monitor and contact them.
  13. 13. Control the development of a bad buzz (crisis management) due to brand detractors and trolls. </li></li></ul><li>Social Media Strategy Fundamentals:<br />Social Media Strategy Fundamentals:<br />Why to build a brand Community? <br />Advertising and Communication<br />Targeted advertising & Communication:<br />By reaching users who already qualified as buyers / potential buyers.<br />Online visibility:<br />By “liking” your message, the fan automatically advertise his own network. <br />Free advertising & Communication:<br />By reaching users who gave you the permission to get advertised. <br />Recommendations:<br />By “liking” your message, the fan endorse the brand and<br />recommend it.<br />Your online brand fan.<br />
  14. 14. Social Media Strategy Fundamentals:<br />Social Media Strategy Fundamentals:<br />Why to build a brand Community? <br />Generate Leads and Incomes<br />68%<br />Of consumers trust other consumers’ opinions posted online. <br />70%<br />Of purchase decisions are influenced by Word Of Mouth. <br />54%<br />Community members spend<br />more than non-community members.<br />Source Communispace / HBR<br />
  15. 15. 3. How To Build It?<br />
  16. 16. Social Media Strategy Fundamentals:<br />Social Media Strategy Fundamentals:<br />How to Build an Online Brand Community? <br />The 3 Pillars of Online Community Building <br />Means<br />Budgets and resources allocated to the Community Development<br />Strategy<br />Which approach? What Goals (KPI)? <br />People<br />Find the people who will represent your brand online<br />
  17. 17. Register a Facebook page is for Free. Developing a online community is not! <br />
  18. 18. How to Build an Online Brand Community? <br />MEANS. The indicative cost for 1 year Community Development<br />93.500 $ is<br />Equivalent to:<br />40 Billboards<br />In Moscow<br />OR<br />2,5 Publications in Cosmopolitan<br />OR<br />300 seconds on National TV<br />Technical cost<br />Management cost<br />Activation <br />cost<br />
  19. 19. Now that you have agreed to invest in an Online Brand Community, what should be your next words? <br />
  20. 20. Now that you have agreed to invest in an Online Brand Community, what should be your next words? <br />
  21. 21. How to Build an Online Brand Community? <br />MEANS. ROI: What is the value of an online fan? <br />Source http://www.syncapse.com/<br />
  22. 22. How to Build an Online Brand Community? <br />MEANS. ROI: What is the value of your online Community? <br />Source: Social page evaluator: http://evaluator.vitrue.com/<br />
  23. 23. Users will not develop your Online Brand Community for you!<br />
  24. 24. How to Build an Online Brand Community? <br />PEOPLE. Entitle the right people to represent your brand<br />Social Media responsible:<br />Community Manager<br /><ul><li> Publishing
  25. 25. Discussing
  26. 26. Reacting
  27. 27. Moderating
  28. 28. Reporting</li></li></ul><li>How to Build an Online Brand Community? <br />PEOPLE. Entitle the right people to represent your brand<br />Social Media Team:<br />Content<br /> Manager<br />Designer /<br /> Web designer<br />Web administrator <br />& Analytics<br /><ul><li> Content Creation
  29. 29. Content Selection
  30. 30. Content Planning
  31. 31. Visuals Creation
  32. 32. Brand Identity
  33. 33. Formating
  34. 34. Watch Systems
  35. 35. Tracking & Analysis
  36. 36. Monitor & Report</li></li></ul><li>How to Build an Online Brand Community? <br />PEOPLE. Entitle the right people to represent your brand<br />Social Media department:<br />Administrator<br />& Analytics<br />CRM <br />Manager<br />Digital PR<br />Manager<br />Social Media<br />Director<br />Designer<br /><ul><li> Data Base Management
  37. 37. CRM Programs
  38. 38. Analytics
  39. 39. Social Media Policies
  40. 40. Governance program
  41. 41. Evaluation & Decisions
  42. 42. Referral programs
  43. 43. Client support
  44. 44. Influencers relationship</li></li></ul><li>Tools and technologies ARE NOT a strategy!<br />
  45. 45. Social Media Strategy Fundamentals:<br />Social Media Strategy Fundamentals:<br />How to Build an Online Brand Community? <br />STRATEGY. Define your Strategy <br />+<br />=<br />Your Tool<br />Your Strategy<br />Your Goal<br />
  46. 46. How to Build an Online Brand Community? <br />STRATEGY. Define your Strategy (PLEASE methodology)<br />Engage: Create <br />Interactions<br />& Expectations<br />Sustain: <br />Generate a loyal online community<br />Activate: <br />Push your message<br />Online<br />Evaluate: <br />Measure in order to optimize<br />Plan:<br />Define your Goals<br />Listen: Monitoring and tracking<br />TOMSTER framework : - Target<br /><ul><li>Objectives- Message
  47. 47. Strategy - KPIs to Evaluate - Resources & Constraints</li></ul>Insight : - e-reputation monitoring - Website & brand audit<br /><ul><li>Performance & analytics - Industry benchmark- Strategic Planning</li></ul>Strategy & creative idea<br /><ul><li> Brand experience - Brand content - Brand interactions- Brand events
  48. 48. UGC and Buzz
  49. 49. …</li></ul>- Owned media : Social platforms, Twitter, video sharing…)<br /><ul><li> Paid Media : Banners, SEO, SEA,…
  50. 50. Earned media : Influence, blogs outreach, newsletters
  51. 51. Community management- Social CRM,- Loyalty & ambassador programs- Crowdsourcing
  52. 52. Web analytics
  53. 53. Monitoring & reporting- Optimization
  54. 54. ROI measurement</li></ul>Time<br />http://www.vanksen.fr/blog/le-modele-please-de-vanksen/<br />
  55. 55. 4. How To Maintain It?<br />
  56. 56. How to Maintain an Online Brand Community?<br />Five Modalities of Community Development<br />Connect<br />Entertain<br />Collaborate<br />Brand<br />Community<br />Development<br />Inform<br />Support<br />
  57. 57. How to Maintain an Online Brand Community<br />Recruitment. Get users to join your Community<br />Contextual:<br /><ul><li> Employees
  58. 58. Existing customers DB
  59. 59. Point of sale announcements
  60. 60. Announcement on products
  61. 61. Announcement on website </li></ul>Advertising:<br /><ul><li> Social Ads
  62. 62. SEM
  63. 63. Sponsorship
  64. 64. Web banners
  65. 65. Widgets
  66. 66. Offline ads
  67. 67. Offline events</li></ul>Activation:<br /><ul><li> Games / Competitions
  68. 68. Social Sharing
  69. 69. Referral
  70. 70. Content marketing
  71. 71. Viral marketing
  72. 72. Blogger recommendations
  73. 73. User Generated Content </li></li></ul><li>How to Maintain an Online Brand Community<br />Entertainment. Make sure your Community Members have fun<br />
  74. 74. How to Maintain an Online Brand Community<br />Support. Help Users with Brand /Product Oriented Questions <br />Answer questions / Fix users’ problems / Provide solutions. <br />
  75. 75. How to Maintain an Online Brand Community<br />Inform. Provide your Fans with Valuable Brand Content<br />- Base your marketing message on what people like.<br />- Have a “human” voice, don’t sale at people. <br />- Involve people within conversations through questions.<br />- Invite your fans to share your content. <br />
  76. 76. Social Media Strategy Fundamentals:<br />Social Media Strategy Fundamentals:<br />How to Maintain an Online Brand Community<br />Collaborate. Involve the Community in Decision Making <br />Listen to your consumers and be flexible.<br />Let the community create content and make decisions.<br />Implement your consumers’ decisions to enhance the community. <br />
  77. 77. Conclusions<br />
  78. 78. Social Media Strategy Fundamentals:<br />Social Media Strategy Fundamentals:<br />Conclusions<br />What you should Remember about Online Brand Community Development <br />Be extra careful when appointing your community manager. <br />Create a maximum of interactions to engage fans with your brand. <br />Base your community marketing approach on what fans like and want. (Consumer-centric) <br />Adopt a human voice - don’t pitch your community. <br />Allow your fans to share your content at any digital touch-points. <br />Monitor your community everyday to prevent a bad buzz. <br />
  79. 79. @buzzfactory_ru<br />Thankyou! Do you have any questions? <br />Thierry Cellerin<br />E.: tcellerin@buzzfactory.ru <br />M.: +7 985 44 22 544<br />W.: www.buzzfactory.ru<br />B.: http://buzz-factory.livejournal.com/<br />Twitter: @buzzfactory_ru<br />

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