5 Tips to build your Brand Community
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In today's fast paced world, brands have to integrate their customer and fan communities fully into their business. Here are 5 tips to grow your Brand Community on Social Media, taken from my experience at Nespresso. Deck presented @MixxRussia @IAB, December 2014.
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5 Tips to build your Brand Community
- 2. …Or rather part of the ones who believe that we can remarkably change it within the next 9 years
- 3. When technology changes the way we communicate, it changes society.
- 4. A new generation is born connected through social media
- 5. SUSTAINABILITY TRANSPARENCY AVAILABILITY COMMUNITY This generation has new values…
- 6. …and uses new services. Without ads!
- 8. !?
- 9. In the future, some type of goods will be financed, produced and delivered by collective communities
- 12. So what’s the future of marketing?
- 13. 5 tips to build your brand in today’s fast paced world
- 14. #1 KNOW YOUR DIGITAL SELF
- 15. Be loyal to your Brand Values #1 KNOW YOUR DIGITAL SELF
- 16. #1 KNOW YOUR DIGITAL SELF Define your Social Personality Profile
- 17. Occupy the digital space #1 KNOW YOUR DIGITAL SELF
- 18. Occupy the digital space #1 KNOW YOUR DIGITAL SELF
- 21. Study Social Media Platforms #2 EMBRACE TECHNOLOGY
- 22. #2 EMBRACE TECHNOLOGY Define your Content Strategy YouTube Channel
- 23. #3 GROW A COMMUNITY
- 24. Influence matters #3 GROW A COMMUNITY
- 25. Reach out to new audiences #3 GROW A COMMUNITY
- 26. Iconosquare example: #3 GROW A COMMUNITY Tools for Instagramers
- 27. #4 ENGAGE WITH RELEVANT CONTENT
- 28. #4 ENGAGE WITH RELEVANT CONTENT Content is king (entertain, educate, inspire)
- 29. George AAA #4 ENGAGE WITH RELEVANT CONTENT Create stories that are to be expressed through every possible connection.
- 30. #4 ENGAGE WITH RELEVANT CONTENT Elements of content that move freely amongst themselves but do not become separate stories. Our stories must remain connected.
- 31. #4 ENGAGE WITH RELEVANT CONTENT
- 32. #4 ENGAGE WITH RELEVANT CONTENT Engage at the speed of conversation
- 33. #5 CO-CREATE AND REWARD
- 34. #5 CO-CREATE AND REWARD
- 35. #5 CO-CREATE AND REWARD
- 36. #5 CO-CREATE AND REWARD Spiced Mocha Latte Remixed
- 37. #5 CO-CREATE AND REWARD Leverage your community to build things together
- 38. #5 CO-CREATE AND REWARD #4 ENGAGE WITH RELEVANT CONTENT #3 GROW A COMMUNITY #2 EMBRACE TECHNOLOGY #1 KNOW YOUR DIGITAL SELF
- 39. HOW DOES YOUR BRAND BENEFIT TO A LOT OF PEOPLE ?
- 40. Pascal Andrés Reymond, Moscow, 12/2015 @scualis reymond.pascal@gmail.com
Editor's Notes
- We are in the digital era, it is a major revolution led by technological advances in Communication Systems More changes in the 10 past years than before Some say it is the third industrial revolution 40% of the world is connected 75 million of people connected in russia We are already witnessing major shifts that are going to happen more and more And that a new era is beginning more collaborative, communitarian We have become augmented human beings The costs have lowered a lot. We are witnessing it Politics - Transparency Economics - Crisis
- We have the technology But we also have the will Education – It becomes in to drop out of school, online material, educational streams of information Non-profit organizations like the Internet archive, Wikipedia, Mozilla, The Social Media Research foundation Bitcoin
- Same place, 8 years later Taken at the Vatican Changes it in many different ways. It changes our behaviour.
- Google is a 16 year old boy Facebook is a 10 year The web is now ubiquitous, it’s in our living room, at work , in our bed, always at reach. And even though it seems people use it to share stupid jokes and argue with strangers there’s actually a lot more to it. Not only a new generation but we are ourselves connected. Baby boomers and seniors are as well in it.
- Sustainability – they are witness of the state of the planet. Environment, elder people are accountable of what’s left of the planet Transparency (Printemps arabe) – Facilitated by social media No more bullshit, hard to fool them Availability (Not Ownership) - Community – the value a lot more Relationships
- Watch the success of AirBnb for example. A communitarian tool that helps people rent their rooms to other people. Slick design No interstitial ads. NO ADS. AirBnB relies on TRUST and RELATIONSHIPS. (Through recommendations)
- Outstanding success! Has served over 10 Millions Guests, the community loves it! AirBnb is sponsoring the NYC marathon! Airbnb to help provide emergency accommodation in Victoria under deal with Government after Hurricane Sandy
- REVEAL AFTER A start-up company helping governments? Wait what? Shouldn’t it be the other way round? Aren’t governments and local laws supposed to shelter start-ups? Which basically means that the system isn’t adapted anymore to this new way. The system isn’t serving anymore its own citizen. REVEAL – It used to be only corrupted, now it is disrupted
- in the future, some types of consumer goods like Nespresso, could be moving through retail only because there is a community supporting it. Impossible you’d say, can you imagine building a whole consumer good company out of people? Who would manage the operations? The supply chain? This means that the business employees literally merged with the customers.
- Cru Kaffee example: Kickstarter campaign backed up by 111 people, website, retail distribution
- Cru Kaffee example: Kickstarter campaign backed up by 111 people, website, retail distribution
- As we are shifting from customers -> communities broadcasting -> engaging Marketing will always follow consumer’s behaviour
- So we are not the fastest company out there, or the most agile one. Far from that. But I can give you some hints from what I learned and a view on how we accelerate in Digital at Nespresso.
- Take a step back, and ask yourself who you are
- Nike is sport Coca-cola is happiness Nespresso is… Premium, witty, innovative, expertise, sustainability, service oriented The relationship and sustainability efforts are really part of the DNA of the brand All this will affect the way you approach different topics, like your content, the way you distribute it online, the authenticity of your collaborations you will have. For example: Top-tier media display campaigns, capping to 1 in retargeting campaigns
- Define your social personnality profile It is the voice of the brand in social media and it informs the content, the composition and tone of everything that is posted through the brand channel What are the defining characteristics of the brand personality? How can we add value to our communities? What kind of content and subject matter should we be posting? What do I talk about? High-end lifestyle, food, aesthetic beauty, adult life stages What I don’t talk about? Religion, Politics What balance of content should we maintain? What should this communication look and sound like? From research into the brand, category, culture and consumer we find the social positioning at the intersection of what the brand stands for, and what the consumer is looking for online
- In the digital world opportunities to express yourself are countless
- In the digital world opportunities to express yourself are countless
- Google just bought Atlas from Boston Dynamics A data company acquiring robotics – oh boy oh boy
- There are many quick lightweight solution to push your messages. Be more flexible than ever, don’t reinvent the wheel. Fail Forward. From marketing experiences to marketing operations we use: Sprinklr, Netbase, doubleclick, optimizely, Klout requires you have handles in social sites and creative technologists
- Facebook Twitter Instagram Google+ Marketing uses technology and is limited by it (platforms) So you need to know them Their features, the behaviour, the content, the demographics What are the rules? The trends? Marketing uses those platforms but is also limited by them For example Facebook’s algorithm is quite harsh on pages, making it almost impossible to have an organic reach Brand partnership with: Facebook (Garage Publishing Workshop) Pinterest YouTube
- -> YouTube: We have a Brand Partnership Program includes workshops, follow-up meetings and reports, avant premiere testing of some features It is interesting, gives us a better understanding on how to leverage the platform The hub hygiene hero content framework Helped us in finding collaboration
- There are XX people connected to the Internet. in Russia. Enough to support and have interest in your activities.
- Steve is a hip Fashion & Lifestyle YouTuber / Blogger. He loves design, travelling, experiencing new things and especially coffee! Subscribers: 75K + Channel Views: 1M+ It is something hard from a global level, but some markets have taken initiative, here with Niki who seems to be the most famous cat in Russia
- Tribes have never been as connected as nowadays as Seth Gibbons says it. You can easily reach out to them and invite them to take part to your actions, if it is of interest for them. Target them precisely
- Video iconosquare / Milk Expertise Iconosquare: tool for instagamers, big community Contest feature Milk Expertise Campaign Results
- Content is king (entertainment, education, inspiration) Definition The creation of stories that are to be expressed through every possible connection Substance of conversation and brand engagement It has to be engaging Liquid, meaning elements of content that move freely amongst themselves but do not become separate stories. Our stories must remain connected. At Nespresso: Different models: Fans, creative industry agencies, reaching out to talents in gastronomoy or KOL in sustainability The principle is the same: bringing extraordinary coffee experiences or moments your daily routine.
- Behind the scene footage for our Club Members on Facebook Pinterest we have an “inspired living” board very interior with then visuals about fiiting in your machine Instagram we try to have less beauty shots and more storytelling through in real life scenes
- Some storytelling example: GC8 was also a way to push sustainability content George is deeply engaged with our Brand, not only is he that bright, successful and sexy embassador that we all know, but is as well very involved by being part of the NSAB. This content followed the GC campaign and served to people who were interested in our sustainability activities.
- Education from our side is Expertise Here is a video pushed on social media The video was shot during a PR event where experts were giving masterclasses. Without makeup, very mobile, very flexible approach. They are the best people to transmit their expertise, and passion for the work. It is shareable aso
- Another type of content – America’s cup, different content for a different target Inspiration, added value
- When engaging, are you able to move at the speed of conversation? the moment is very important Image: Tweetdeck Moments: As the original creative newsroom for hire, we help brands live in the moment. Our dedicated creative and production operation develops original, made-for social content that drives relevance and starts conversations in an always-on, feed-driven world. Conversation ambushing
- This way you are building true and long lasting relationship Remix culture
- SHARE MOMENTS VIA INSTAGRAM & SOCIAL MEDIA BLOGGERS ACTIVATION BE PART OF THE ART OBJECT IN THE ATRIUM MALL DURING THE EVENT WEEKEND
- Invite them at the door Create hackathons Give them opportunites Lots of hackers, makers, entrepreuners willing to build things together Expect the unexpected Improvements are goin to happen at a much faster pace
- Différentes étapes There you have it, the internet. Remember, in 9 years you’ll be 9 years older. 21 year olds will be 30 year olds. That’s already quite some change.
- More than a technology the web is a network of belief Young people aspire today to things that are really beneficial to a lot of people Their hero should be people like jimy Wales There are great opportunities to do that Brands will still exist and have an added value, only if they are supported by a community More examples of that will come in the next 9 years, Less people hustling about wealth or celebrity, rather asking themselves how they can radically benefit most of lives.