2. What
brands
typically
seek
from
their
online
presence?
Consumer loyalty • Expand reach • Visibility • Connect • More business
GO
3. Typical
stages
of
online
presence
Current Scenario
Tier I:
Corporate
Website
Tier II:
Social media
Tier III:
Apps
4. A Typical Digital
Marketer’s Agenda—
• DIGITAL BOMBIMG-‐ Ads ( Display, Search,
Social, Mobile)
• CAMPAIGNS
• CONTESTS
• TARGET: 50,000 more likes on fanpage
5. With
a
scattered
presence,
most
brands
barely
breathe
online!
Users
are
merely
sitting
on
it,
without
spotting
the
difference.
Situa8on
Image Courtesy: boingboing.net
A typical brand’s online presence
You are
here!
6. Rented
Audience
&
Inconsistent
Digital
Marketing
WILL
LIKE
FOR
CAMPAIGN
‘A’
WILL
LIKE
FOR
CONTEST
‘B’
WILL
LIKE
FOR
CAMPAIGN
‘F’
7. An
unmanaged
community
AXermath
Two new
likes
Headcount measures
marke4ng success
Data goes down
the drain
Image Courtesy: easypreschoolcra> (blog)
8. What
brands
ACTUALLY
need
to
do
online?
BUILD A LOYAL
COMMUNITY
Users and
Enthusiasts
ENGAGE BETTER
Connect People
with the Brand
ACT ON INSIGHTS
Analyze Cross-‐
plaBorm Data
10. Brand’s
ecosystem
online
Step 2: Manage all aspects of the community
PEOPLE
1
COMMON IDENTITY
PLATFORMS
2
3
CONVERSATIONS
4
ACTION
5
ANALYTICS
11. Step 3: Monitor and get consumer insights
Analytics
Dec Jan Feb Mar Apr May
Dec Jan Feb Mar Apr May
1
2
Dec Jan Feb Mar Apr May
Consumer engagement
Gauge consumer
reac4on and
adjust tac4cs in
real 4me
Trend Mapping
Iden4fy new
audience segments
based on paIerns
and trends
4
Cross plaBorm
analysis in one
place to op4mize
media mix
3
Track brand’s
reconnect with
consumers and
the quality of
engagement
Consumer engagement across
mul4ple plaBorms
12. The
edge
STRONG ONLINE
PRESENCE
MEET BRAND AND MARKETING
OBJECTIVES
+
ATTRACT THE
RIGHT TG
CONSUMER INSIGHT
Bear the
Fruits!
Capitalize on
emerging cultural
trends and capture
a wider audience
• BeIer brand recall
• Brand-‐image management
• Builds the brand as an asset
for the organiza4on
• Spread wider awareness of the
products via content marke4ng
• Create buzz around an event or
product launch
13. A
strong
community
takes
the
brand
everywhere
it
goes.
Not
vice-‐versa.
Brand/Cause
Image Courtesy: freelists.org
14. At
Shack,
we
integrate
platforms
for
consistent
brand
engagement
to
build
better,
stronger
communities.
Image Courtesy: ohsweetbabies.com
16. Brand
Community
Dynamics
CONCEPT
SOCIAL
MEDIA
CONSUMER
INSIGHTS
BRAND
COLLECTIVE
Common aIribute
connec4ng the
brand and its TG.
Two-‐way exchange •
Engagement • Queries
BUILDING
A
BRAND
COMMUNITY
Events • Conversa4ons
• People
Timely feedback and
revising strategy
Ease of access • Connect
on the go with the brand
and fellow members.
MOBILE
