Build Your Community Professional Services

Built at Shack - A New Media & Research Firm

A Product to Organise and Grow Your Online Brand Community

It’s now simple to break down analytics, assess and take decisions

The Point of Stagnation in GrowthG

row

th

Time

1Mn Likes, 40K followers, 2L Impressions

Affinity?

Positioning?

Insights?

Loyalty & Advocacy?1. Unorganised Presence Success on one platform v/s abandoned presence on others

2. Disjointed Audience Rented or Unwanted

3. Low Engagement Driven solely by incentives

Online Brand Community

Key Problems of Managing an Online Brand Community

• Evaluation:

Finding actionable insights • Informed Decisions:

Planning based on past learnings

Campaign/Activity Audit

Half-yearly

Quarterly

Weekly

Post-evaluation

Post-evaluation

Post-evaluation

• Too late to correct!• Context is lost!• Start from scratch

• Late Diagnosis!• Correction cycle =

another 3 months

• Progress check!• Quicker evolution

of strategy

Why Timely Evaluation Matters?

Complex Analytics:"• Google analytics: Hits, impressions • Facebook Insights: Number of fans/likes/shares • Hootsuite/Sprout Social/Buffer • Moz Analytics • Salesforce and more…

Tools used for Evaluation

Platform FacebookBefore AfterNo. of Fans8K 10K

EvaluationSource of Likes

5%10%

85%

Facebook AdsNewsletter ReferralWebsite

Likes v/s UnlikesFor every 5 likes, 3 Unlikes recorded

1200 unlikes in total Attrition rate needs to be

reduced

Profiled New Fans. Sample Size: 1008% are employees, 32% are contest hunters

Desired Audience needs to be tapped

!

!

Data v/s StoryAnalytics

We Suggest Frequent Evaluation

Evaluate Take Informed Decisions

Implement Decisions

Re-evaluate Impact

Audience + Presence + EngagementStandardise and Structure Data Across

Zoom

ed in

pre

view

Online Brand Community Framework: Our proprietary method to audit and build brand communities

Our Framework for Evaluation

‘BuildYourCommunity’

With a Tool to Structure All-in-One Place

Identify and collect Qualitative and Quantitative Data

Standardise and Structure Data across Platforms

BuildYourCommunity.co

√ In-built easy to use metrics/checklist √ Analytics to get data across platforms √ Objectives to set up benchmarks √ Dashboard to monitor progress √ Multi-user account for teams

Your Analytical Powers with Organised Data

Connect and Interpret Relevant Data

Take Informed Decisions Build Roadmaps

Relevant data points juxtaposed help in analysing the current status of the community. ‘Health Check Guide’ probes you to get actionable insights.

Marking a conclusion for each checklist, supports in taking decisions.

Implement your plan step-wise with specific objectives for each platform.

‘Build Your Community’ Professional Services

Engage with Us

We help you Organise and Grow your Online Brand Community

Service Solutions Deliverables

Brand Community Audit

• Digital Ecosystem Analysis • Campaign Audits (Owned Media) • Audience Analysis • Content Analysis • Engagement Analysis

• Comprehensive health check for 8-22 parameters

• Find strengths, weaknesses, gaps and opportunities

• 1 Audit Report • Access to the tool for 30 days

Brand Community Roadmap

• Digital Marketing Strategy • Content Strategy • Engagement Strategy • Campaign Plan

• Comprehensive health check for 8-22 parameters

• Find strengths, weaknesses, gaps and opportunities

• 1 Audit Report • 1 Roadmap (Quarterly Plan) • 1 Audit Workshop • Access to the tool for 90 days

Build Your Community Service Packages

Project Calendar for Deliverables over a Quarter

WEEK

1 2 3 4

5 6 7 8

9 10 11 12

Pre-Campaign"Analysis/Review

(21-30 days)

Roadmap/ Evolved Strategy

Campaign"Audit (28-45 days)

Side-by-Side: On-boarding • Workshop & Support

WEEK

1 2 3 4

5 6 7 8

9 10 11 12

On-boarding & Set up parameters Review & Key

Findings

Review & Key Findings

Weekly Catch up (15–30 minutes )

…

……Insights & Decisions

Workshop 1

Project Case Study"Apollo Tyres: Build Your Community Roadmap (90 Days)

Delivered"• A Comprehensive Health check for Pre-Campaign

and Campaign Analysis for Owned and Paid Media!• 2 Audits!• 1 Roadmap

Value"• Measured the impact of the campaign!• Analysed effective execution of the campaign!• Measures to optimise media spend!• Suggested digital personas and content strategy

An Audit Measures Your Brand Community Quotient (BCQ)

What is the quality of engagement?

What kind of content has worked well?

What is the current brand perception?

Is the content reaching the target audience?

How does the target audience behave on digital?

Benefits of Using the Tool

1. Organised digital ecosystem 2. Focused campaigns on owned media 3. Targeted ads and optimised use of paid media 4. A knowledge vault with past analysis records 5. Efficient team-work with organised data

Evaluate the Campaign’s impact on your Online Brand Community

For a demo of the tool write to info[at]shack.co.inor tweet @shackcompanis / @vbuildcommunity

BuildYourCommunity.co