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Building Success – Through Online Communities

Building Success – Through Online Communities. May 9, 2009. Presentation Contents. What are communities Communities v/s social networking platforms Why is there a bee line for creating communities for your brand Popular communities that are present online: Brand communities

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Building Success – Through Online Communities

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  1. Building Success – Through Online Communities May 9, 2009

  2. Presentation Contents • What are communities • Communities v/s social networking platforms • Why is there a bee line for creating communities for your brand • Popular communities that are present online: • Brand communities • Generic communities • How can you create a successful community for your brand/product/service

  3. What Are Online Communities • Any website / portal – any url / web address where people with similar `Tastes/need/interests/similar profiles/age groups/demographics/gender congregate together • At their time • At their pace • In a fairly uninhibited environment • Doing what they want • A place that becomes their space

  4. Communities v/s Networking Portals • Communities are not necessarily social networking platforms • Communities are not necessarily UGC led • Communities are not necessarily interactive • can be passive – can consist of voyeurs, viewers, readers, passionate people about that particular interest area…

  5. Non-branded Communities…

  6. Online Brand Communities… What is being done…How are users behaving

  7. Pepsi’s Music Games Emoticons Where ALL Is Created By the user

  8. Sunsilk • The site is a very critical part of its brand proposition • Site replicated in 9 other countries in the region…

  9. Building Communities with Broadcast Creatives…

  10. Why Is There A Beeline for Buidling Communities.. Around your brand / service…

  11. Some recent site examples…

  12. Captive Audience • Access to consumers • Mapping consumer behaviour • Getting a pulse of the audience • Being able to shape your product based on their needs • Being there for them online.. Because that is where the consumer is increasingly headed – from a mindset view point .. And it is the most likely to influence consumer purchase behaviour

  13. Consumer Attitudes Towards Purchase post exposure to online media..

  14. To Sum it up…

  15. To Create A Successful Community:Think from user view point • Basic information related to your product category/ service / peripheral interest areas • Engagement opportunities around this – interactive tools – profilers, games, application • Creative execution that is inspiring, relevant and refreshing every time they come • Usability – help the user find what she/he wants from the site easily in minimum clicks, smooth transitions… • Compromise download time for talkability… it works…

  16. Thank you

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