Build Communities - Ritu Mittal Mukherjee
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The document discusses creating targeted user engagements and activating communities through below-the-line marketing. It explores why communities are formed based on common cognitive, physiological, emotional and financial purposes. It examines user journeys in communities, how information is provided and personal connections are made, and how fulfilling needs leads to users passing knowledge on to others. It also discusses differentiating experiences based on user journeys, and the value of various types of engagements. Metrics for measuring community success are also mentioned.
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- 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