Community profiler brands & communities

Community ProfilerBrands & Communities

Stefan AndreiBusiness & Product Development Consultant

Stefan.Andrei@exactcc.ro

12 Minutes Agenda

Community profiler

Online Communities

Brand – Community Myths

Communities in Online

MEMBERSHIP

INVOLVMENT

ADVOCACY

Membership

74%

They “like” at least one brand

51%

They “like” a brand because they saw a friend doing it

31%

They joined a brand group

Involvement

Showed interest for an event organized by a brand

65%Read the posts of a brand

53%Took part at discussions about brands, ads or products on the brand’s page

26%

Advocacy

38%

Suggested a friend to

“like” a brand

29%

Promote a brand you believe in

11%

Defend a brand after it was criticized

Profiler

Considering what communities are they affiliated to…

..discover what are their basic demographics

Basic Demographics

GenderAge

ChildrenEducationProfessionIncome

Pampers RomaniaReader’s Digest

DoveBlack Eye Peas fan

L’Oreal

1st John/ Jane Doe?

Anca

Profession: PR Manager

Age: 32

Children: yes, 1 gorgeous kid at home

Education: high

Income: medium

IMDB

Mobexpert

Lild

Mega Image

Breaking Bad

Gojira fan

PlayStation Fan

AMD, Intel, Nvidia, etc

2nd John/ Jane Doe?

Cosmin

Profession: IT

Age: 25

Children: no

Education: high

Income: medium-high

3rd John/ Jane Doe?

BBC Good FoodGrey’s Anatomy

Adele fanBarbat la cratita

Al Pacino fanRochii purtate o data

miresici.ro

Ioana

Profession: Marketer

Age: 28

Children: not yet

Education: high

Income: medium

Communities do not equal online communities

However, among others,…

online empowers communities with a

stronger voice

Using ZURF, online WOM tracker, we found out that…

in RETAIL market, during April,

top 5 retailers in terms of online buzz gathered over 8.400 mentions

Using ZURF, online WOM tracker, we found out that…

in BANKING, during April,

top 5 banks in terms of online buzz gathered over 7.900 mentions

Using ZURF, online WOM tracker, we found out that…

in TELECOM, during April,

top 5 companies in terms of online buzz gathered over 14.200 mentions

170.400

people that influence your brand perception in Romania

during a year

14.200mentions per month in telecom

Community Type A

Tech freak

Community Type B

Amish

Myth # 1A brand community is a marketing strategy

Harley recognized that the brand has developed as a community-based phenomenon

Myth # 2A brand community exists to serve the business (from community perspective)

A brand community exists to serve the people and help them meet common needs

Myth # 3Build the brand, and the community will follow

Base your brand on a strong community and it can deliver you real benefits

Base your brand on a

strong community and it can

deliver you real benefits

Myth # 4Brand communities should be love-fests for faithful brand advocates

Most companies prefer to avoid conflict. But communities are inherently conflictual, they thrive on making a separate opinion

Most companies prefer to avoid conflict. But communities are inherently conflictual, they thrive on making a separate opinion

Myth # 5Opinion leaders build strong communities

Robust communities are based on a main idea/ cultural belief as backbone, enabling everyone to play a valuable role

Myth # 6Online social networks are the key to a community strategy

Online networks are just one tool, not a community strategy

Myth # 7Successful brand communities are tightly managed and controlled

The CommunitySteaua Bucharest fans

The ManagementThe owner – Gigi Becali

Reaction…Communities defy managerial control

Remember!Communities are also sources of

information

People talk about your

brand in online

Involve members of

your community in your activity

The role of the community is to

serve its members

Use communities to strengthen you

brand

Communities thrive on making

a separate opinion

Strong communities allow each member to

play a valuable role

Communities should not be controlled but

helped

Listen to the online WOM, your community members and potential customers are speaking!

Thank You!Stefan AndreiBusiness & Product Development ConsultantStefan.Andrei@exactcc.ro