Care about learning 'The Future Of Digital Marketing: Brand Communities'. You will find this deck presented by Abhishek Rai, Founder, Shak Co. during Digital Marketing Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
9. • DIGITAL BOMBIMG- Ads ( Display,
Search, Social, Mobile)
• CAMPAIGNS
• CONTESTS
• TARGET: 50,000 more likes on fan page
A Typical Digital Marketer’s Agenda
10. Rented Audience &
Inconsistent Digital Marketing
WILL LIKE FOR
CAMPAIGN ‘A’
WILL LIKE FOR
CONTEST ‘B’
WILL LIKE FOR
CAMPAIGN ‘F’
12. Aftermath: An Unmanaged Community
Image source: easypreschoolcraft
Two new likes
Headcount measures
marketing success
Data goes down
the drain
13. The Point of Stagnation in Growth
Growth
Time
1Mn Likes, 40K followers, 2L Impressions
Affinity?
Positioning?
Insights?
Loyalty & Advocacy?
Online Brand Community
14. A Digital Ecosystem Grows Weak with:
1. Scattered Presence
Success on one platform
v/s abandoned presence
on others
2. Disjointed Audience
Rented or Unwanted
3. Low Engagement
Driven solely by incentives
BLOG
Active: 2 hours ago
Active: 7 days ago
Active: 45 days ago
50% OFF
Prizes $$
PAY & GET
15. E.g Premium Car Brands on Digital
We followed 3 Brands
for 3 months in 2012
No change in 2014
LET’S PLAY
SPOT THE
DIFFERENCE
16. So I ask again, What’s the
Future of Digital Marketing?
When is the state of a Digital
Ecosystem not Weak?
17. A Healthy Digital Ecosystem is
a group of engaged audience in constant touch with the
brand and each other, which is also
an Online Brand Community
30. 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
reaction and
adjust tactics in
real time
Trend Mapping
Identify new
audience segments
based on patterns
and trends
4
Cross platform
analysis in one
place to optimize
media mix
3
Track brand’s
reconnect with
consumers and
the quality of
engagement
Consumer engagement across
multiple platforms
31. Process to Build an Online
Brand Community
Identify and Collect
Qualitative and
Quantitative Data
Build a
Roadmap/Strategy and
Execute
Interpret and map for
actionable insights
Brand; Clear positioning
People; Target user/ customer
Common Identity; Emotional Connect
Conversations; Great content
Action; Conversions & participation
32. A Brand’s High-level Goals from
the Online Community
Build Brand—
• Positioning: Choice of platforms/media
• Affinity: Ownership
• Loyalty: Support
• Advocacy: Word-of-mouth promotion
33. Plan and Implement—
• Digital Strategy
• Campaigns
• Paid Media via ads
• Owned Media via Social
• Mobile Applications
How are these Goals met?
34. Quantity:
• Number of fans, likes, comments
• Hits, impressions and search-ability
• Measure using different metrics for all
• List charts and keywords
What does Analytics Tell us?
35. Analytics:
• Google analytics
• Facebook Insights
• Hootsuite/Sprout Social/Buffer
• Moz Analytics
• Salesforce and more…
How is the Success of
the Plan Measured?
36. Plain numbers tell an incomplete
story unless broken down and
compared with brand objectives
Data v/s Story
37. Platform FacebookBefore After
No. of Fans8K 10K
Evaluation
85
%
10
%
5%
Source of Likes
Facebook Ads
Newsletter Referral
Website
Likes v/s Unlikes
For every 5 likes, 3 Unlikes recorded
1200 unlikes in total Attrition rate
needs to be
reduced
Profiled New Fans. Sample Size: 100
8% are employees, 32% are contest hunters
Desired Audience needs to be
tapped
!
!
Data v/s Story
Analytics
38.
39. Audience + Presence + Engagement
Standardise and Structure Data Across
Zoomedinpreview
Brand Community Framework: Our proprietary
method to audit and build brand communities
Our Method
40. Steps How-to
Audit
Collect Relevant
Data
Checklists help in using data
from analytics for contextual
analysis
Assess
Draw Actionable
Insights
Compare goals,
objectives/benchmarks with
the actual data
Find gaps and opportunities
Plan
Digital Marketing
Strategy
Use insights to craft
concepts/messaging
Plan Campaigns / content or
Engagement strategy
41. For a demo of the tool
tweet @vbuildcommunity
Thank you for Joining the Session
Q&A
abhishek@shack.co.in