This document introduces a tool called "BuildYourCommunity" that helps organize and analyze data from an online brand community across multiple platforms. It aims to address key problems in managing online communities like a lack of actionable insights and informed decision making. The tool standardizes data collection, provides metrics and dashboards to monitor progress, and helps connect relevant data points to identify strengths, weaknesses and opportunities. It is part of professional services offered by Shack to conduct brand community audits, create roadmaps, and deliver workshops and support over time to optimize campaigns and measure their impact on key metrics like audience, presence and engagement.

1. Built at Shack - A New Media & Research Firm
A Product to Organise and Grow
Your Online Brand Community
It’s now simple to break down analytics, assess and take decisions

2. The Point of Stagnation in GrowthGrowth
Time
1Mn Likes, 40K followers, 2L Impressions
Affinity?
Positioning?
Insights?
Loyalty & Advocacy?
1. Unorganised Presence
Success on one platform v/s
abandoned presence on others
2. Disjointed Audience
Rented or Unwanted
3. Low Engagement
Driven solely by incentives
Online Brand Community

3. Key Problems of Managing an
Online Brand Community
• Evaluation:
Finding actionable insights
• Informed Decisions:
Planning based on past learnings

4. Campaign/Activity Audit
Half-yearly
Quarterly
Weekly
Post-evaluation
Post-evaluation
Post-evaluation
• Too late to correct!
• Context is lost!
• Start from scratch
• Late Diagnosis!
• Correction cycle =
another 3 months
• Progress check!
• Quicker evolution
of strategy
Why Timely Evaluation Matters?

5. Complex Analytics:"
• Google analytics: Hits, impressions
• Facebook Insights: Number of fans/likes/shares
• Hootsuite/Sprout Social/Buffer
• Moz Analytics
• Salesforce and more…
Tools used for Evaluation

6. Platform FacebookBefore After
No. of Fans8K 10K
Evaluation
Source of Likes
5%
10%
85%
Facebook Ads
Newsletter Referral
Website
Likes v/s Unlikes
For every 5 likes, 3 Unlikes recorded
1200 unlikes in total Attrition rate
needs to be
reduced
Profiled New Fans. Sample Size: 100
8% are employees, 32% are contest hunters
Desired Audience
needs to be tapped
!
!
Data v/s Story
Analytics

7. We Suggest Frequent Evaluation
Evaluate Take Informed Decisions
Implement Decisions
Re-evaluate Impact

8. Audience + Presence + Engagement
Standardise and Structure Data Across
Zoomedinpreview
Online Brand Community Framework: Our proprietary
method to audit and build brand communities
Our Framework for Evaluation

9. ‘BuildYourCommunity’
With a Tool to Structure All-in-One Place
Identify and collect Qualitative and
Quantitative Data
Standardise and Structure Data across Platforms
BuildYourCommunity.co
√ In-built easy to use metrics/checklist
√ Analytics to get data across platforms
√ Objectives to set up benchmarks
√ Dashboard to monitor progress
√ Multi-user account for teams

10. Your Analytical Powers with Organised Data
Connect and Interpret Relevant Data
Take Informed Decisions Build Roadmaps
Relevant data points juxtaposed help in analysing the
current status of the community. ‘Health Check Guide’
probes you to get actionable insights.
Marking a conclusion for each checklist,
supports in taking decisions.
Implement your plan step-wise with
specific objectives for each platform.

11. ‘Build Your Community’
Professional Services
Engage with Us
We help you Organise and Grow
your Online Brand Community

12. Service Solutions Deliverables
Brand
Community
Audit
• Digital Ecosystem Analysis
• Campaign Audits (Owned Media)
• Audience Analysis
• Content Analysis
• Engagement Analysis
• Comprehensive health check for
8-22 parameters
• Find strengths, weaknesses, gaps
and opportunities
• 1 Audit Report
• Access to the tool for 30 days
Brand
Community
Roadmap
• Digital Marketing Strategy
• Content Strategy
• Engagement Strategy
• Campaign Plan
• Comprehensive health check for
8-22 parameters
• Find strengths, weaknesses, gaps
and opportunities
• 1 Audit Report
• 1 Roadmap (Quarterly Plan)
• 1 Audit Workshop
• Access to the tool for 90 days
Build Your Community Service Packages

13. Project Calendar for Deliverables over a Quarter
WEEK
1 2 3 4
5 6 7 8
9 10 11 12
Pre-Campaign"
Analysis/Review
(21-30 days)
Roadmap/ Evolved
Strategy
Campaign"
Audit (28-45 days)

14. Side-by-Side: On-boarding • Workshop & Support
WEEK
1 2 3 4
5 6 7 8
9 10 11 12
On-boarding & Set
up parameters Review & Key
Findings
Review & Key
Findings
Weekly Catch up (15–30 minutes )
…
……
Insights &
Decisions
Workshop 1

15. Project Case Study"
Apollo Tyres: Build Your Community Roadmap (90 Days)
Delivered"
• A Comprehensive Health check for Pre-Campaign
and Campaign Analysis for Owned and Paid Media!
• 2 Audits!
• 1 Roadmap
Value"
• Measured the impact of the campaign!
• Analysed effective execution of the campaign!
• Measures to optimise media spend!
• Suggested digital personas and content strategy

16. An Audit Measures Your
Brand Community Quotient (BCQ)
What is the quality of engagement?
What kind of content has worked well?
What is the current brand perception?
Is the content reaching the target audience?
How does the target audience behave on digital?

17. Benefits of Using the Tool
1. Organised digital ecosystem
2. Focused campaigns on owned media
3. Targeted ads and optimised use of paid media
4. A knowledge vault with past analysis records
5. Efficient team-work with organised data

18. Evaluate the Campaign’s impact on your
Online Brand Community
For a demo of the tool write to info[at]shack.co.in
or tweet @shackcompanis / @vbuildcommunity
BuildYourCommunity.co