the future of digital marketing: brand communities
TRANSCRIPT
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Digital Marketing Webinar The Future Of Digital Marketing
July 11, 2014 | Abhishek Rai (Founder, Shak Co.)
www.digitalvidya.com
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Abhishek Rai • 11 July 2014
The Future of Digital Marketing
New Media & Research Firm
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So, What’s the Future
of Digital Marketing?
Image source: nadinetarotreiki.files.wordpress
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Image source: images4.fanpop
Is it?
BIG DATA?
ARTIFICIAL
INTELLIGENCE?
INTUITION?
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The Answer Comes from
Image source: blog.clicktale
Digging the
History of Web
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No. Not your Browser History.
Image source: lolsnaps
#&@!$
Censored
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Image source: blog.socialintent
Web 1.0 - Web 3.0
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Online Ads
DIGITAL MARKETING
Value of Users
Fixed Formula:
More Ads = More
Revenue
ALL ABOUT
EYE BALLS
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• DIGITAL BOMBIMG- Ads ( Display, Search, Social, Mobile) • CAMPAIGNS • CONTESTS • TARGET: 50,000 more likes on fan page
A Typical Digital Marketer’s Agenda
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Rented Audience &
Inconsistent Digital Marketing
WILL LIKE FOR CAMPAIGN ‘A’
WILL LIKE FOR CONTEST ‘B’
WILL LIKE FOR CAMPAIGN ‘F’
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Situation: Scattered Presence
You are here!
A brand’s typical online presence
Image source: boingboing
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Aftermath: An Unmanaged Community
Image source: easypreschoolcraft
Two new likes
Headcount measures marketing success
Data goes down the drain
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The Point of Stagnation in Growth
Gro
wth
Time
1Mn Likes, 40K followers, 2L Impressions
Affinity?
Positioning?
Insights?
Loyalty & Advocacy?
Online Brand Community
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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
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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
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So I ask again, What’s the
Future of Digital Marketing?
When is the state of a Digital
Ecosystem not Weak?
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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
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2 Things
Build Brand Communities
Organize, manage and grow them
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Examples
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Examples
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Examples: India
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Examples
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A strong community takes the brand
everywhere it goes. Not vice-versa.
Brand/Cause
Image source: freelists
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Leveraging the Online Brand
Community for Business Strategy
BRAND PEOPLE
CONTENT PLATFORM
Step I: Plan to build on five pillars
ENGAGEMENT
+ =
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Structure
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Structure
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Brand’s ecosystem online
Step 2: Manage all aspects of the community
PEOPLE
1
COMMON IDENTITY PLATFORMS
2 3
CONVERSATIONS
4
ACTION
5
ANALYTICS
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Customer
Journey
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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
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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
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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
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Plan and Implement—
• Digital Strategy
• Campaigns
• Paid Media via ads
• Owned Media via Social
• Mobile Applications
How are these Goals met?
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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?
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Analytics:
• Google analytics
• Facebook Insights
• Hootsuite/Sprout Social/Buffer
• Moz Analytics
• Salesforce and more…
How is the Success of
the Plan Measured?
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Plain numbers tell an incomplete
story unless broken down and
compared with brand objectives
Data v/s Story
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Platform Facebook Before After
No. of Fans 8K 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
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Audience + Presence + Engagement
Standardise and Structure Data Across
Zoom
ed in p
revie
w
Brand Community Framework: Our proprietary
method to audit and build brand communities
Our Method
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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
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For a demo of the tool
tweet @vbuildcommunity
Thank you for Joining the Session
Q&A
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