Community marketing slideshare version

Bandung, 20 February 2014

Community Development & Engagement

Phase of A Community

Source: http://www.slideshare.net/ngvdung/digital-marketingonline-communitybestpracticesfina?v=qf1&b=&from_search=6

Strategy

Leadership

Culture

Community Management

Content & Programming

Policies & Governance

Tools

Metrics & Measurement

Stage 1

HierarchyStage 2

Emergent Community

Stage 3

CommunityStage 4

Networked

Familiarize & Listen

Command & Control

Reactive

None

Formal & Structured

No Guidelines for UGC

Consumer tools used by

individuals

Anecdotal

Participate

Consensus

Contributive

Informal

Some user generated

contentRestrictive

social media policies Consumer &

self-service tools

Basic Activities

Build

Collaborative

Emergent

Defined roles & processes

Community created content

Flexible social media policies

Mix of consumer & enterprise

toolsActivities &

Content

Integrate

Distributed

Activist

Integrated roles &

processesIntegrated

formal & user generatedInclusive

‘Social’ functionality is

integratedBehaviors & Outcomes

Community Maturity Model

Source: http://www.communityroundtable.com/

Forrester’s Ladder of Engagement

Source: http://www.articulate.com/rapid-elearning/heres-where-the-e-learning-community-provides-practical-value/

Member Profile

Source: http://www.slideshare.net/duoconsulting/capturing-communities-12747943?v=qf1&b=&from_search=35

Community Types

• Location• Activity-based• Demographic• Goal-oriented• Brand-sponsored

Source: http://www.slideshare.net/duoconsulting/capturing-communities-12747943?v=qf1&b=&from_search=35

Community Activities Orientation

4 Elements of “Community”

Membership

Integration & Fullfilment of

needs

Influence

Shared Emotional Connection

Source: Wikipedia, study by McMillan & Chasis, 1986

What is Your Path?

• Brand Fans• Interest Based

Build Your Own

Community

• Long term partnership• Short term

engagement

Engage with Established Community

Build Your Own Community

• Strengths:1. Easier to connect business objective with community2. You have all control to community3. Easier to adapt and customized the community

when you change the objective• Weaknesses:1. It takes time to build the community2. Big investment to develop the community3. You must invest in community icon and planner

Engage with Community

• Strengths:1. Cheaper investment2. You can see the result faster than build your own

community• Weaknesses:1. You must compromise with community vision and

objective2. They can also work with your competitor brand3. You can not control the community

Wardah & Hijabers Community

Wardah already support Hijabers Community since their official

launching in 2011

Wardah Consistent Engagement with Hijabers Community

Wardah consistently engage with Dian Pelangi as the most influential person in Hijabers

Community, and now the icon for Moslem Fashion

Bike To Work & Polygon

Polygon partnership with Bike to Work Community who not only sponsored event but also further engagement with community by creating customized product. This long term partnership is also valuable for the brand loyalty among the community members.

Event Sponsorship

Product Development

Hitman System

Why Hitman System Interesting?

• They build the community of alumni as part of after sales (trough social media, forum by region, and offline gathering)

• They shared the same pride and identity as the alumni (they called other member “Bro”, use white shoes etc)

• The alumni become the prmotors of their products and recommend others

Important Variable in Community

• Clear Objective why Community?• You can not force hard selling and immidiate sales

impact• Community is a long term investment• Community is not about numbers of member• Online community must integrate with offline events• Community must have shared values, symbols,

language etc• Community must have strong and influential leaders

Product Character & Community Strategy

High Involvement Products• People will research first before buy the products• This products has a high psychological barrier for consumers • The price is expensive• Use it for long term

Low Involvement Products• People will do impulsive buying• The price usually cheap• They will not give a lot of impact when you choose the wrong

one

What’s The Impact?

Naturally consumers

build community

of brand fans or

Easier Build Communit

y

More challenging

to build commmuni

ty

Case Study High Involvement Products

Consumers usually build independently and reluctant if brand want to interupt with it. You can involve as partner and

facilitator for them

Case Study Low Involvement Products

Build shared identity to the target audience, grooming more brand and products

promoters

Build Online Community for Brand

Benefit of Online Community

• Create buzz about your products• Create free marketing trough word of mouth

and social media• Produce content for your site• Encourage brand loyalty

Strategic Step Build Community

Objective Target Audience Insight Channel KPI

From Impulsive Product Toward Religionization

Captain Maxx as Emotional Reward

Ask The Fans, They Decide The Content

We Build Icon as Community Leader

This is the 3 icon in Beng Beng Community

We Have Closed Group Only for Captain Maxx

Measurement & ROI

Strategic Step Build Community

Objective Target Audience Insight Channel KPI

What Kind of Measurement?

Quick Tips How To Start:1. Look up your objective, then build KPI based

on your objective2. Break down what will support the objective3. Find the right tools to measure4. Only report the importance thing based on

objective

Presented By:Tuhu Nugraha DewantoCOO Upnormals PingFansTwitter: @TuhunugrahaE-mail: tuhu.nugraha@gmail.comLinkedIn:

www.linkedin.com/in/tuhunugraha