the future of digital marketing: brand communities

Digital Marketing Webinar The Future Of Digital Marketing

July 11, 2014 | Abhishek Rai (Founder, Shak Co.)

www.digitalvidya.com

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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Is it?

BIG DATA?

ARTIFICIAL

INTELLIGENCE?

INTUITION?

The Answer Comes from

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Digging the

History of Web

No. Not your Browser History.

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#&@!$

Censored

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Web 1.0 - Web 3.0

Online Ads

DIGITAL MARKETING

Value of Users

Fixed Formula:

More Ads = More

Revenue

ALL ABOUT

EYE BALLS

• 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 Presence

You 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

BLOG

Active: 2 hours ago

Active: 7 days ago

Active: 45 days ago

50% OFF Prizes $$

PAY & GET

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

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

Organize, manage and grow them

Examples

Examples

Examples: India

Examples

A strong community takes the brand

everywhere it goes. Not vice-versa.

Brand/Cause

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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

+ =

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

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

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

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 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

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

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 tool

tweet @vbuildcommunity

Thank you for Joining the Session

Q&A

abhishek@shack.co.in

www.digitalvidya.com

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