Why Brand Community is the Answer to your Digital Anxieties
©SHACK CO. | Proprietary & Confiden8al
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
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