community marketing slideshare version
DESCRIPTION
Sharing tentang online community, apa yang harus disiapkan dll. Untuk pemahaman yang lebih komprehensif bisa ikut public training saya di MarkFirst dengan tema Build Community Digital MarketingTRANSCRIPT
Bandung, 20 February 2014
Community Development & Engagement
Phase of A Community
Source: http://www.slideshare.net/ngvdung/digital-marketingonline-communitybestpracticesfina?v=qf1&b=&from_search=6
Strategy
Leadership
Culture
Community Management
Content & Programming
Policies & Governance
Tools
Metrics & Measurement
Stage 1
HierarchyStage 2
Emergent Community
Stage 3
CommunityStage 4
Networked
Familiarize & Listen
Command & Control
Reactive
None
Formal & Structured
No Guidelines for UGC
Consumer tools used by
individuals
Anecdotal
Participate
Consensus
Contributive
Informal
Some user generated
contentRestrictive
social media policies Consumer &
self-service tools
Basic Activities
Build
Collaborative
Emergent
Defined roles & processes
Community created content
Flexible social media policies
Mix of consumer & enterprise
toolsActivities &
Content
Integrate
Distributed
Activist
Integrated roles &
processesIntegrated
formal & user generatedInclusive
‘Social’ functionality is
integratedBehaviors & Outcomes
Community Maturity Model
Source: http://www.communityroundtable.com/
Forrester’s Ladder of Engagement
Source: http://www.articulate.com/rapid-elearning/heres-where-the-e-learning-community-provides-practical-value/
Member Profile
Source: http://www.slideshare.net/duoconsulting/capturing-communities-12747943?v=qf1&b=&from_search=35
Community Types
• Location• Activity-based• Demographic• Goal-oriented• Brand-sponsored
Source: http://www.slideshare.net/duoconsulting/capturing-communities-12747943?v=qf1&b=&from_search=35
Community Activities Orientation
4 Elements of “Community”
Membership
Integration & Fullfilment of
needs
Influence
Shared Emotional Connection
Source: Wikipedia, study by McMillan & Chasis, 1986
What is Your Path?
• Brand Fans• Interest Based
Build Your Own
Community
• Long term partnership• Short term
engagement
Engage with Established Community
Build Your Own Community
• Strengths:1. Easier to connect business objective with community2. You have all control to community3. Easier to adapt and customized the community
when you change the objective• Weaknesses:1. It takes time to build the community2. Big investment to develop the community3. You must invest in community icon and planner
Engage with Community
• Strengths:1. Cheaper investment2. You can see the result faster than build your own
community• Weaknesses:1. You must compromise with community vision and
objective2. They can also work with your competitor brand3. You can not control the community
Wardah & Hijabers Community
Wardah already support Hijabers Community since their official
launching in 2011
Wardah Consistent Engagement with Hijabers Community
Wardah consistently engage with Dian Pelangi as the most influential person in Hijabers
Community, and now the icon for Moslem Fashion
Bike To Work & Polygon
Polygon partnership with Bike to Work Community who not only sponsored event but also further engagement with community by creating customized product. This long term partnership is also valuable for the brand loyalty among the community members.
Event Sponsorship
Product Development
Hitman System
Why Hitman System Interesting?
• They build the community of alumni as part of after sales (trough social media, forum by region, and offline gathering)
• They shared the same pride and identity as the alumni (they called other member “Bro”, use white shoes etc)
• The alumni become the prmotors of their products and recommend others
Important Variable in Community
• Clear Objective why Community?• You can not force hard selling and immidiate sales
impact• Community is a long term investment• Community is not about numbers of member• Online community must integrate with offline events• Community must have shared values, symbols,
language etc• Community must have strong and influential leaders
Product Character & Community Strategy
High Involvement Products• People will research first before buy the products• This products has a high psychological barrier for consumers • The price is expensive• Use it for long term
Low Involvement Products• People will do impulsive buying• The price usually cheap• They will not give a lot of impact when you choose the wrong
one
What’s The Impact?
Naturally consumers
build community
of brand fans or
Easier Build Communit
y
More challenging
to build commmuni
ty
Case Study High Involvement Products
Consumers usually build independently and reluctant if brand want to interupt with it. You can involve as partner and
facilitator for them
Case Study Low Involvement Products
Build shared identity to the target audience, grooming more brand and products
promoters
Build Online Community for Brand
Benefit of Online Community
• Create buzz about your products• Create free marketing trough word of mouth
and social media• Produce content for your site• Encourage brand loyalty
Strategic Step Build Community
Objective Target Audience Insight Channel KPI
From Impulsive Product Toward Religionization
Captain Maxx as Emotional Reward
Ask The Fans, They Decide The Content
We Build Icon as Community Leader
This is the 3 icon in Beng Beng Community
We Have Closed Group Only for Captain Maxx
Measurement & ROI
Strategic Step Build Community
Objective Target Audience Insight Channel KPI
What Kind of Measurement?
Quick Tips How To Start:1. Look up your objective, then build KPI based
on your objective2. Break down what will support the objective3. Find the right tools to measure4. Only report the importance thing based on
objective
Presented By:Tuhu Nugraha DewantoCOO Upnormals PingFansTwitter: @TuhunugrahaE-mail: [email protected]:
www.linkedin.com/in/tuhunugraha