future of digital marketing: online brand communities
DESCRIPTION
- Most of the brands are present online on various platforms. - They are finding two things very difficult. - One, to position themselves differently than the others. - Two, how to manage and grow their presence. - Brand Community is the answer. - It has 5 pillars.TRANSCRIPT
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Why Brand Community is the Answer to Your Digital Anxieties?
©SHACK CO. | Proprietary & Confiden8al
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What brands typically seek from their online presence?
Consumer loyalty • Expand reach • Visibility • Connect • More business
GO
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Typical stages of online presence. Current Scenario
Tier I:
Corporate Website
Tier II:
Social media
Tier III:
Apps
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A Typical Digital Marketer’s Agenda— • DIGITAL BOMBIMG-‐ Ads ( Display, Search, Social, Mobile) • CAMPAIGNS • CONTESTS • TARGET: 50,000 more likes on fanpage
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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!
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Rented Audience & Inconsistent Digital Marketing
WILL LIKE FOR CAMPAIGN ‘A’
WILL LIKE FOR CONTEST ‘B’
WILL LIKE FOR CAMPAIGN ‘F’
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An unmanaged community. AWermath
Two new likes
Headcount measures marke3ng success
Data goes down the drain
Image Courtesy: easypreschoolcra= (blog)
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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-‐plaAorm Data
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BRAND PEOPLE
CONTENT PLATFORM
Step I: Plan to build a real community
ENGAGEMENT
+ =
Leveraging the brand community for business strategy
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Brand’s ecosystem online
Step 2: Manage all aspects of the community
PEOPLE
1
COMMON IDENTITY PLATFORMS
2 3
CONVERSATIONS
4
ACTION
5
ANALYTICS
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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 reac3on and adjust tac3cs in real 3me
Trend Mapping
Iden3fy new audience segments based on paHerns and trends
4 Cross plaAorm analysis in one place to op3mize media mix
3 Track brand’s reconnect with consumers and the quality of engagement
Consumer engagement across mul3ple plaAorms
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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
• BeHer brand recall • Brand-‐image management • Builds the brand as an asset for the organiza3on
• Spread wider awareness of the products via content marke3ng
• Create buzz around an event or product launch
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A strong community takes the brand everywhere it goes. Not vice-‐versa.
Brand/Cause
Image Courtesy: freelists.org
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At Shack, we integrate platforms for consistent brand engagement to build
better, stronger communities. Image Courtesy: ohsweetbabies.com
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STABLE ONLINE COMMUNITY
ScaHered Online Presence Switch
with Shack
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Brand Community Dynamics
CONCEPT SOCIAL MEDIA
CONSUMER INSIGHTS
BRAND COLLECTIVE
Common aHribute connec3ng the brand and its TG.
Two-‐way exchange • Engagement • Queries
BUILDING A BRAND COMMUNITY
Events • Conversa3ons • People
Timely feedback and revising strategy
Ease of access • Connect on the go with the brand and fellow members.
MOBILE
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Goodyear and Road Trippers
CONCEPT SOCIAL MEDIA
CONSUMER INSIGHTS
BRAND COLLECTIVE
Online & Offline
Stories, 3ps and interac3on
CROSS PLATFORM EXCHANGE
Blog • Apps • Photo essays • Travelogues
Cross plaAorm Analysis
goodyearjoyofjourney.com
©SHACK CO. | Proprietary & Confiden8al
Diverse digital content formats
MOBILE
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A glimpse from some of the many who went digital with us.
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Client: Yahoo! India
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Client: MP
Tourism
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They also went digital with us
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We specialize in creating activity-‐focused communities for brands
143A, 1st & 2nd Floor, Shahpur Jat Delhi -‐ 49
Get in touch: info[at]shack.co.in
www.shack.co.in Email: info[at]shack.co.in