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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	
  

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Why Brand Communities

  • 1. Why  Brand  Community  is  the  Answer  to   Your  Digital  Anxieties?   ©SHACK  CO.  |  Proprietary  &  Confiden8al    
  • 2. What  brands  typically  seek  from  their  online  presence?   Consumer  loyalty  •  Expand  reach  •  Visibility  •  Connect  •  More  business   GO  
  • 3. Typical  stages  of  online  presence.   Current  Scenario   Tier  I:   Corporate   Website   Tier  II:   Social  media   Tier  III:   Apps  
  • 4. A Typical Digital Marketer’s Agenda— •  DIGITAL  BOMBIMG-­‐  Ads  (  Display,  Search,   Social,  Mobile)   •  CAMPAIGNS   •  CONTESTS   •  TARGET:  50,000  more  likes  on  fanpage  
  • 5. 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!  
  • 6. Rented  Audience  &  Inconsistent  Digital  Marketing   WILL  LIKE  FOR   CAMPAIGN  ‘A’   WILL  LIKE  FOR   CONTEST  ‘B’   WILL  LIKE  FOR   CAMPAIGN  ‘F’  
  • 7. An  unmanaged  community.   AWermath   Two  new   likes   Headcount  measures   marke3ng  success   Data  goes  down   the  drain   Image  Courtesy:  easypreschoolcra=  (blog)  
  • 8. 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    
  • 9. BRAND   PEOPLE   CONTENT   PLATFORM   Step  I:  Plan  to  build  a  real  community   ENGAGEMENT   +   =   Leveraging  the  brand  community  for  business  strategy  
  • 10. Brand’s   ecosystem  online   Step  2:  Manage  all  aspects  of  the  community   PEOPLE   1   COMMON  IDENTITY   PLATFORMS   2   3   CONVERSATIONS   4   ACTION   5   ANALYTICS  
  • 11. 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  
  • 12. 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    
  • 13. A  strong  community  takes  the  brand   everywhere  it  goes.  Not  vice-­‐versa.   Brand/Cause   Image  Courtesy:  freelists.org  
  • 14. At  Shack,  we  integrate  platforms  for   consistent  brand  engagement  to  build   better,  stronger  communities.   Image  Courtesy:  ohsweetbabies.com  
  • 15. STABLE  ONLINE  COMMUNITY   ScaHered  Online   Presence  Switch     with  Shack  
  • 16. 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  
  • 17. 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  
  • 18.
  • 19. A  glimpse  from  some  of  the  many   who  went  digital  with  us.  
  • 22. They  also  went  digital  with  us  
  • 23. 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