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A Webinar hosted by Digital Vidya and led by Abhishek Rai. How to approach digital marketing for brands. Complete recording here: http://www.digitalvidya.com/blog/webinar-recording-of-future-of-digital-marketing-brand-communities/
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Abhishek Rai • 11 July 2014
The Future of Digital Marketing
New Media & Research Firm
So, What’s the Future of Digital Marketing?
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ARTIFICIAL INTELLIGENCE?
BIG DATA?
INTUITION?
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Is it?
The Answer Comes fromDigging the
History of Web
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No. Not your Browser History.
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#&@!$
Censored
Image source: blog.socialintent
Web 1.0 - Web 3.0
Online Ads
DIGITAL MARKETING ALL ABOUT EYE BALLS
Value of Users
Fixed Formula: More Ads = More Revenue
•"DIGITAL"BOMBIMG,"Ads"("Display,"Search,"Social,"Mobile)"•"CAMPAIGNS"•"CONTESTS"•"TARGET:"50,000"more"likes"on"fan"page
A Typical Digital Marketer’s Agenda
Rented Audience & Inconsistent Digital Marketing
WILL$LIKE$FOR$CAMPAIGN$‘A’
WILL$LIKE$FOR$CONTEST$‘B’
WILL$LIKE$FOR$CAMPAIGN$‘F’
Situation: Scattered PresenceYou$are$here!
A"brand’s"typical"online"presence
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Aftermath: An Unmanaged Community
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Two$new$likes
Headcount*measures*marketing*success
Data*goes*down*the*drain
The Point of Stagnation in Growth
Gro
wth
Time
1Mn Likes, 40K followers, 2L Impressions
Affinity?
Positioning?
Insights?
Loyalty & Advocacy?
Online Brand Community
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
BLOGActive: 2 hours ago
Active: 7 days ago
Active: 45 days ago
50% OFFPrizes $$
PAY & GET
E.g Premium Car Brands on Digital
LET’S PLAY SPOT THE
DIFFERENCE
We followed 3 Brands for 3 months in 2012
No change in 2014
So I ask again, What’s the Future of Digital Marketing?
When is the state of a Digital Ecosystem not Weak?
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
2 Things
Build Brand Communities
Organise, manage and grow them
Examples
Examples
Examples: India
Examples
A strong community takes the brand everywhere it goes. Not vice-versa.
Brand/Cause
Image source: freelists
Leveraging the Online Brand Community for Business Strategy
BRAND PEOPLE
CONTENT PLATFORM
Step"I:"Plan"to"build"on"five"pillars
ENGAGEMENT
+ =
Structure
Structure
Brand’s(ecosystem(online
Step"2:"Manage"all"aspects"of"the"community
PEOPLE
1
COMMON"IDENTITY PLATFORMS
2 3
CONVERSATIONS
4
ACTION
5
ANALYTICS
CUSTOMER)JOURNEY)Case%Specific%Discovers%a%Story%
he%finds%useful%for%his%road%trip%plan%
Browses%Products%from%the%Story%
Reads%more%Travel%Stories%at%discover.fabindia.com%
Shares%the%story%with%his%network%
Purchases%a%Product%
OR#
OR#
Shares%more%stories%with%his%network%
Browses%Products%from%the%Story%
OR#
E"commerce(
Trac+on(&(Visibility(
#RoadTrip(Stories(from(Bali,(Rajasthan(h?p://bit.ly/46739(#Travel(#DiscoverFabindia(
Visits%the%plaAorm%regularly%for%presents%
Travel%
Customer Journey
Step"3:"Monitor"and"get"consumer"insights"
AnalyticsDec 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$mix
3Track$brand’s$reconnect$with$consumers$and$the$quality$of$engagement
Consumer*engagement*across*multiple*platforms
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 positioningPeople; Target user/ customer
Common Identity; Emotional Connect
Conversations; Great content
Action; Conversions & participation
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
Plan and Implement—!• Digital Strategy • Campaigns • Paid Media via ads • Owned Media via Social • Mobile Applications
How are these Goals met?
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?
Analytics:!• Google analytics • Facebook Insights • Hootsuite/Sprout Social/Buffer • Moz Analytics • Salesforce and more…
How is the Success of the Plan Measured?
Plain numbers tell an incomplete story unless broken down and
compared with brand objectives
Data v/s Story
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
Audience + Presence + EngagementStandardise and Structure Data Across
Zoom
ed in
pre
view
Brand Community Framework: Our proprietary method to audit and build brand communities
Our Method
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
For a demo of the tooltweet @vbuildcommunity
Thank you for Joining the SessionQ&A