building brand community via social media
TRANSCRIPT
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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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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