Why  Brand  Community  is  the  Answer  to  your  Digital  Anxieties  

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What  brands  typically  seek  from  their  online  presence?  

Consumer  loyalty  •  Expand  reach  •  Visibility  •  Connect  •  More  business

GO

Typical  stages  of  online  presence  Current  Scenario

Tier  I:

Corporate  Website

Tier  II:

Social  media

Tier  III:

Apps

A Typical Digital Marketer’s Agenda— •  DIGITAL  BOMBIMG-­‐  Ads  (  Display,  Search,  Social,  Mobile) •  CAMPAIGNS •  CONTESTS •  TARGET:  50,000  more  likes  on  fanpage

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!

Rented  Audience  &  Inconsistent  Digital  Marketing  

WILL  LIKE  FOR  CAMPAIGN  ‘A’  

WILL  LIKE  FOR  CONTEST  ‘B’  

WILL  LIKE  FOR  CAMPAIGN  ‘F’  

An  unmanaged  community  AXermath

Two  new  likes

Headcount  measures  marke4ng  success

Data  goes  down  the  drain

Image  Courtesy:  easypreschoolcra>  (blog)

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  

BRAND PEOPLE

CONTENT PLATFORM

Step  I:  Plan  to  build  a  real  community

ENGAGEMENT

+ =

Leveraging  the  brand  community  for  business  strategy  

Brand’s  ecosystem  online  

Step  2:  Manage  all  aspects  of  the  community

PEOPLE

1

COMMON  IDENTITY PLATFORMS

2 3

CONVERSATIONS

4

ACTION

5

ANALYTICS

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

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  

A  strong  community  takes  the  brand  everywhere  it  goes.  Not  vice-­‐versa.  

Brand/Cause

Image  Courtesy:  freelists.org

At  Shack,  we  integrate  platforms  for  consistent  brand  engagement  to  build  

better,  stronger  communities.  Image  Courtesy:  ohsweetbabies.com

STABLE  ONLINE  COMMUNITY

ScaIered  Online  Presence Switch    

with  Shack  

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

Goodyear  and  Road  Trippers  

CONCEPT SOCIAL  MEDIA  

CONSUMER  INSIGHTS

BRAND  COLLECTIVE

Online  &  Offline

Stories,  4ps  and  interac4on

CROSS  PLATFORM  EXCHANGE  

Blog  •  Apps  •  Photo  essays  •  Travelogues    

Cross  plaBorm  Analysis

goodyearjoyofjourney.com  

©SHACK  CO.  |  Proprietary  &  Confiden8al  

Diverse  digital  content  formats

MOBILE

A  glimpse  from  some  of  the  many  who  went  digital  with  us  

Client:  Yahoo!  India

Client:  MP  

Tourism

They  also  went  digital  with  us  

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