building brand community via social media

Anandan PillaiFPM ScholarManagement Development InstituteGurgaon

2Courtesy: Chlorophyll

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Brand Community Offline Online Social

Media Home Website

Host website

Ownership 3 7 4 5Investment 7 6 4 4Subsequent investment

7 4 4 3

Reach 2 4 5 6Member Acquisition Cost 6 6 4 2

Content Generation (Frequency) 3 4/5 4/5 7

Cost of a visit 7 6 4 3Content Lifetime 3 7 7 7

Comparison of Brand Community Platforms

1 – Very low, 7 – Very High

Ingersoll Rand InfosysNM Incite

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Complex buying process Difficult to identify decision maker Varied influencers Infrequent purchase Leads vs. Ideas vs. Relationship Blogs / Forums / LinkedIn / Webinars

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FaasosG-AutoAaramshopRajwaduFarm2Kitchen

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Limited audience ???Constant & relevant engagementBuild close connect with

surroundingsOffline events

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Uread.comBushirtSheepstopHippo

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Entry barrier against existing communities

Build brand from ground zeroFan base vs. quality of fans Incentives to join community

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Varied target audienceOverlap of target audienceLimited product lifecycleCross-sell? Product cannibalization?Brand specific loyalty vs. corporate

brand loyalty!

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Ministry of Finance, Government of India

Indiandiplomacy India Meteorological Department IndianPost Census2011

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Content Strategy

Thoughtful Value adding Unique Appealing Exciting

(Humor?) Regular

frequency Shareable

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About product/service

About concept/industry

General engagement

80 10 10

50 25 25

60 20 2070 20 10

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@anandan22anandanp22@gmail.c

om

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