community profiler brands & communities
DESCRIPTION
How can communities help our brands? Communities not only as territories but also as sources of information. Myths in brand - community relation.TRANSCRIPT
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Community ProfilerBrands & Communities
Stefan AndreiBusiness & Product Development Consultant
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12 Minutes Agenda
Community profiler
Online Communities
Brand – Community Myths
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Communities in Online
MEMBERSHIP
INVOLVMENT
ADVOCACY
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Membership
74%
They “like” at least one brand
51%
They “like” a brand because they saw a friend doing it
31%
They joined a brand group
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Involvement
Showed interest for an event organized by a brand
65%Read the posts of a brand
53%Took part at discussions about brands, ads or products on the brand’s page
26%
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Advocacy
38%
Suggested a friend to
“like” a brand
29%
Promote a brand you believe in
11%
Defend a brand after it was criticized
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Profiler
Considering what communities are they affiliated to…
..discover what are their basic demographics
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Basic Demographics
GenderAge
ChildrenEducationProfessionIncome
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Pampers RomaniaReader’s Digest
DoveBlack Eye Peas fan
L’Oreal
1st John/ Jane Doe?
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Anca
Profession: PR Manager
Age: 32
Children: yes, 1 gorgeous kid at home
Education: high
Income: medium
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IMDB
Mobexpert
Lild
Mega Image
Breaking Bad
Gojira fan
PlayStation Fan
AMD, Intel, Nvidia, etc
2nd John/ Jane Doe?
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Cosmin
Profession: IT
Age: 25
Children: no
Education: high
Income: medium-high
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3rd John/ Jane Doe?
BBC Good FoodGrey’s Anatomy
Adele fanBarbat la cratita
Al Pacino fanRochii purtate o data
miresici.ro
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Ioana
Profession: Marketer
Age: 28
Children: not yet
Education: high
Income: medium
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Communities do not equal online communities
However, among others,…
online empowers communities with a
stronger voice
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Using ZURF, online WOM tracker, we found out that…
in RETAIL market, during April,
top 5 retailers in terms of online buzz gathered over 8.400 mentions
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Using ZURF, online WOM tracker, we found out that…
in BANKING, during April,
top 5 banks in terms of online buzz gathered over 7.900 mentions
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Using ZURF, online WOM tracker, we found out that…
in TELECOM, during April,
top 5 companies in terms of online buzz gathered over 14.200 mentions
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170.400
people that influence your brand perception in Romania
during a year
14.200mentions per month in telecom
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Community Type A
Tech freak
Community Type B
Amish
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Myth # 1A brand community is a marketing strategy
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Harley recognized that the brand has developed as a community-based phenomenon
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Myth # 2A brand community exists to serve the business (from community perspective)
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A brand community exists to serve the people and help them meet common needs
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Myth # 3Build the brand, and the community will follow
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Base your brand on a strong community and it can deliver you real benefits
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Base your brand on a
strong community and it can
deliver you real benefits
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Myth # 4Brand communities should be love-fests for faithful brand advocates
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Most companies prefer to avoid conflict. But communities are inherently conflictual, they thrive on making a separate opinion
Most companies prefer to avoid conflict. But communities are inherently conflictual, they thrive on making a separate opinion
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Myth # 5Opinion leaders build strong communities
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Robust communities are based on a main idea/ cultural belief as backbone, enabling everyone to play a valuable role
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Myth # 6Online social networks are the key to a community strategy
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Online networks are just one tool, not a community strategy
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Myth # 7Successful brand communities are tightly managed and controlled
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The CommunitySteaua Bucharest fans
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The ManagementThe owner – Gigi Becali
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Reaction…Communities defy managerial control
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Remember!Communities are also sources of
information
People talk about your
brand in online
Involve members of
your community in your activity
The role of the community is to
serve its members
Use communities to strengthen you
brand
Communities thrive on making
a separate opinion
Strong communities allow each member to
play a valuable role
Communities should not be controlled but
helped
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Listen to the online WOM, your community members and potential customers are speaking!
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Thank You!Stefan AndreiBusiness & Product Development [email protected]