The idea of an online community is so simple and obvious, yet so incredibly powerful. A community provides new ways to listen to, learn from, and engage with consumers, and are an important aspect to successfully building a brand. Does building a platform alone can nurture a community? Or just giving exclusive offers, help you build a community? The answer is ‘no’! There are more aspects to building a solid community who will trust you, push you, and put their blood, sweat, and tears in building ‘your’ brand! Let us find out, why Communities Matter in 2019 at DigiMarCon India 2019. Key Takeaways from this session: - Why should you focus more on communities than ever before - How community building can help you save your marketing costs - How to build and maintain a successful community - The future of community management

1. Vinod Harikumar
VICE PRESIDENT
CLARUZ DIGITAL
NEW DELHI, INDIA ~ OCTOBER 16 - 17, 2019 | DIGIMARCONINDIA.IN
#DigiMarConIndia
Community Building
Master Class
MASTERCLASS

2. Fostering Innovation
Inspiring Excellence
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WHY DO COMMUNITIES MATTER?
Vinod Harikumar
Vice President – Claruz Digital

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There is no power for change greater than
a community discovering what it cares
about. – Margaret J. Wheatley

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BRAND
ENTHUSIASTIC
BRAND
ADMIRERS
NON-COMMITTALS PROSPECTS

5. Why should you focus more on
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communities than ever before?
01

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Top 3 factors that influence whether a product is considered at each
stage of the consumer decision journey.s
In mature markets In developing markets
Stage 1
Initial consideration set
Advertising
Previous usage
Word of mouth
Word of mouth
Advertising
Previous usage
Internet Information
Shopping
Word of mouth
Stage 2
Active evaluation
Stage 3
Moment of purchase
Word of mouth
Advertising
Previous usage
Internet Information
Shopping
Word of mouth
Word of mouth
Advertising
Previous usage
18
26
30
19
20
29
10
20
65
9
40
46
13
26
28
15
17
18

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84% of people says, they trust a
peer than an Advert, to make a
purchasing decision.
01

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72%people look at Online
community as much as offline
communities
02

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88%people in India now expect
brands to actively contribute to
society.
03

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In India 88%of people online, consider
themselves global citizens
04

11. How community building can help you
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save your marketing costs
02

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The most powerful way a company can add
value is to provide a place where prospects,
customers and the company itself can interact

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Here’s to the crazy ones. The misfits. The rebels. The troublemakers

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Reduced customer support costs – 49%of
businesses with online communities report
cost savings of 10% to 25% annually
01

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Boosted brand exposure and credibility,
making it easier to sell without selling
02

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67% of businesses use communities for
insights on new products or services and
features
03

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Heightened engagement
and better customer retention
04

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A channel through which to present
products and services before the
official launch
05

20. According to Gartner Group, a hefty chunk of a
company’s future revenue growth, about 80%,
will come from a modest and dependable 20%
portion of their existing customers.
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BeautyTalk users spent 2.5 times more than regular Sephora
customers, and the biggest fans spent more than TEN times more.

22. The success rate of selling to a customer you already have is 60-70%,
while the success rate of selling to a new customer is 5-20%.
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Acquiring a new customer can cost five times more than retaining an
existing customer.
Increasing customer retention by 5% can increase profits from 25-95%.

23. How to build and maintain a
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successful community
03

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The best online communities start with
a good plan

25. Focused marketing of their products to the Innovators &
Early adopters in the Technology adoption curve &
making them brand ambassadors for the One plus
products.
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26. What makes a community?
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Expertise
Passion
Beliefs
Situations

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Reciprocity
Relationships
What nurtures a community?

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Identify and recruit a small group of early
adopters who will drive the early activity

29. How should a marketer look upon a community
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30. A community is not just your target audience
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big
Think

31. GoPro wants customers to become heroes of their own adventures.
GoPro constantly features interesting and exciting user-generated
content.
GoPro cameras allow individuals to show off their unique skills.
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32. Pinterest is the third-largest source of referral traffic on the Internet,
with 265 Million users, and generates 400% more revenue per click
than Twitter!
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33. Red Bull organizes all kinds of crazy extreme sporting events.
Red Bull’s youth driver’s program was so successful, they had to buy
a second F1 team just to fit them in their rosters.
Red Bull supports spinal cord research.
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34. What can I offer the community?
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Are there relevant communities I haven't considered?
What inspiration can I find when I look at communities that
share my brand's passions or values?

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1. Choose a platform
• Analytics
• Ease of use and good user interface
• Customer support
• Platform flexibility
• Integrations
• Mobile
Setting up an Online Community

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2. Develop a vision-based framework
• Increase your customer satisfaction ratings?
• Decrease costs related to customer support?
• Increase demand of your product/service?
• Identify and mobilize influencers and advocates?
• Increase collaboration?
Setting up an Online Community

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3. Identify key internal stakeholder KPIs
Marketing KPIs
Setting up an Online Community
Product Management
Operations
• Market share
• Customer sentiment
• Mobilizing influencers
& advocates
• NPS - Net Promoter Score
• Operational efficiency
• Reducing support costs
• Customer Service
• Customer Satisfaction Score
• Product testing
• Market research
• Beta testing
• Customer feedback

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4. Set up your community
• Community pre-launch plan
• Creating your initial categories
• Reviewing the sign-up process for members
• Defining the roles of members
• Deciding enabled features
Setting up an Online Community
• Implementing your theme
• Configuring spam controls
• Setting up communications
• Testing

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5. Plan a launch
• Who should you include in this group?
• What problems do you want to solve in beta stage?
• What is your hard deadline to take your community to fully live?
• Refining your community
• What is needed to transition the community to live status
• Ensuring that your moderators and team are comfortable with the platform
• Set up a Feedback system
Setting up an Online Community

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6. Promote your community
• Invite your contacts
• Discuss with everyone and anyone.
• Create gamification
• Build engagement through contests or reward systems
• Partner with influencers
Setting up an Online Community

41. Give and Don’t Expect anything in Return!
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Understand Why Customers Come Back
Identify Your Active Members
Be Human

42. The Future of Communities
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The good news is that it's never been easier to
build an online community

44. What is the future of community management?
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AI and ML
Information
Empowerment

45. What makes a community?
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AI and ML
Information
Empowerment
Community Building
Community Management

46. What makes a community?
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AI and ML
Information
Empowerment
Knowledge sharing
Transparency
Authenticity

47. What makes a community?
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AI and ML
Information
Empowerment
Brand Ambassadors
Decision Making
Social Contributions

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Alone, we can do so little; together, we can do
so much –Helen Keller

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Questions?

50. Thank You
Vinod Harikumar