Why Brand Communities

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.  AWermath  

Two  new  likes  

Headcount  measures  marke3ng  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-­‐plaAorm  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  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  

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    

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  

ScaHered  Online  Presence  Switch    

with  Shack  

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  

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  

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