Community Profiler Brands & Communities Stefan Andrei Business & Product Development Consultant [email protected]
Community profiler brands & communities
Nov 07, 2014
How can communities help our brands?
Communities not only as territories but also as sources of information.
Myths in brand - community relation.
Communities not only as territories but also as sources of information.
Myths in brand - community relation.
Welcome message from author
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
Community ProfilerBrands & Communities
Stefan AndreiBusiness & Product Development Consultant
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 [email protected]
Related Documents
