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
AXermath
Two new
likes
Headcount measures
marke4ng 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-­‐
plaBorm 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
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

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
• 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

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
ScaIered Online
Presence
Switch
with
Shack

16.
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

17.
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

18.
A
glimpse
from
some
of
the
many
who
went
digital
with
us

19.
Client:
Yahoo!
India

20.
Client:
MP
Tourism

21.
They
also
went
digital
with
us

22.
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