Online Brand Community Development

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Solutions for SocialWeb Communication “How to Build and Manage an Online Brand Community?”

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Social Media StrategyFundamentals:Social Media Strategy Fundamentals:BuzzFactory, a Vanksen Group PartnerBuzzFactory Solutions for Social Web CommunicationLearning Programs:In Partnership with a pole of foreign leading experts in Social Web (such as Emmanuel Vivierand Gregory Pouy), we propose general or tailor-made learning programs and workshops on Social Media Marketing and Digital Activation with 3 levels of practice: Beginner – Intermediary – Specialists. Blog Marketing :Blog marketing is online PR: It consists in involving popular bloggers to experience brands in order to create online positive and influential recommendations, brand visibility and conversations.Social Media Strategy & Consulting :Social Media Strategy development & implementation: Staff training, management and guidelines for online community management, content strategy and engagement campaigns, measurement, analytics and reporting.

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Table of ContentsWhat’san Online Brand Community?Why Build One?How To Build It?How to Maintain It?

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What’s an OnlineBrand Community?

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What’s an OnlineBrand Community?Definition‘Online Brand communities’ are defined as: “Group of individuals gathering on a web platform and interacting with one another based on a common attraction for a brand or a branded good.”

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What’s an OnlineBrand Community?Understand what motivates users to join communitiesTo support a causeTo share my appreciation with othersTo get advanced news on productsBecause it was recommended to meTo associate with a brand I likeTo be entertainedTo learn more about itTo feel part of a like-minded community To get free contentSource Universal McCann

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What’s an OnlineBrand Community?Understand what makes consumers leave Communities

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2. Why BuildOne?

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Social Media StrategyFundamentals:Social Media Strategy Fundamentals:Why to build a brand Community? Customer RelationshipHappy customerUnhappy customer Get inform about new products for purchasing and recommendations.

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Give youinsights and new ideas to develop your business.

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Identify themost active brand lovers to turn them into evangelists.

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Make surethey criticize your brand / product where you can easily monitor and contact them.

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Control thedevelopment of a bad buzz (crisis management) due to brand detractors and trolls. Social Media Strategy Fundamentals:Social Media Strategy Fundamentals:Why to build a brand Community? Advertising and CommunicationTargeted advertising & Communication:By reaching users who already qualified as buyers / potential buyers.Online visibility:By “liking” your message, the fan automatically advertise his own network. Free advertising & Communication:By reaching users who gave you the permission to get advertised. Recommendations:By “liking” your message, the fan endorse the brand andrecommend it.Your online brand fan.

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Social Media StrategyFundamentals:Social Media Strategy Fundamentals:Why to build a brand Community? Generate Leads and Incomes68%Of consumers trust other consumers’ opinions posted online. 70%Of purchase decisions are influenced by Word Of Mouth. 54%Community members spendmore than non-community members.Source Communispace / HBR

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3. How ToBuild It?

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Social Media StrategyFundamentals:Social Media Strategy Fundamentals:How to Build an Online Brand Community? The 3 Pillars of Online Community Building MeansBudgets and resources allocated to the Community DevelopmentStrategyWhich approach? What Goals (KPI)? PeopleFind the people who will represent your brand online

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Register a Facebookpage is for Free. Developing a online community is not!

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How to Buildan Online Brand Community? MEANS. The indicative cost for 1 year Community Development93.500 $ isEquivalent to:40 BillboardsIn MoscowOR2,5 Publications in CosmopolitanOR300 seconds on National TVTechnical costManagement costActivation cost

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Now that youhave agreed to invest in an Online Brand Community, what should be your next words?

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Now that youhave agreed to invest in an Online Brand Community, what should be your next words?

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How to Buildan Online Brand Community? MEANS. ROI: What is the value of an online fan? Source http://www.syncapse.com/

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How to Buildan Online Brand Community? MEANS. ROI: What is the value of your online Community? Source: Social page evaluator: http://evaluator.vitrue.com/

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Users will notdevelop your Online Brand Community for you!

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How to Buildan Online Brand Community? PEOPLE. Entitle the right people to represent your brandSocial Media responsible:Community Manager Publishing

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Discussing

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Reacting

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Moderating

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ReportingHow toBuild an Online Brand Community? PEOPLE. Entitle the right people to represent your brandSocial Media Team:Content ManagerDesigner / Web designerWeb administrator & Analytics Content Creation

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Content Selection

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Content Planning

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Visuals Creation

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Brand Identity

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Formating

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Watch Systems

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Tracking &Analysis

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Monitor &ReportHow to Build an Online Brand Community? PEOPLE. Entitle the right people to represent your brandSocial Media department:Administrator& AnalyticsCRM ManagerDigital PRManagerSocial MediaDirectorDesigner Data Base Management

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CRM Programs

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Analytics

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Social MediaPolicies

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Governance program

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Evaluation &Decisions

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Referral programs

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Client support

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Influencers relationshipToolsand technologies ARE NOT a strategy!

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Social Media StrategyFundamentals:Social Media Strategy Fundamentals:How to Build an Online Brand Community? STRATEGY. Define your Strategy +=Your ToolYour StrategyYour Goal

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How to Buildan Online Brand Community? STRATEGY. Define your Strategy (PLEASE methodology)Engage: Create Interactions& ExpectationsSustain: Generate a loyal online communityActivate: Push your messageOnlineEvaluate: Measure in order to optimizePlan:Define your GoalsListen: Monitoring and trackingTOMSTER framework : - TargetObjectives- Message

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Strategy - KPIsto Evaluate - Resources & ConstraintsInsight : - e-reputation monitoring - Website & brand auditPerformance & analytics - Industry benchmark- Strategic PlanningStrategy & creative idea Brand experience - Brand content - Brand interactions- Brand events

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UGC andBuzz

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…- Owned media : Social platforms, Twitter, video sharing…) Paid Media : Banners, SEO, SEA,…

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Earned media: Influence, blogs outreach, newsletters

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Community management- SocialCRM,- Loyalty & ambassador programs- Crowdsourcing

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Web analytics

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Monitoring &reporting- Optimization

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ROI measurementTimehttp://www.vanksen.fr/blog/le-modele-please-de-vanksen/

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4. How ToMaintain It?

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How to Maintainan Online Brand Community?Five Modalities of Community DevelopmentConnectEntertainCollaborateBrandCommunityDevelopmentInformSupport

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How to Maintainan Online Brand CommunityRecruitment. Get users to join your CommunityContextual: Employees

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Existing customersDB

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Point ofsale announcements

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Announcement onproducts

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Announcement onwebsite Advertising: Social Ads

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SEM

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Sponsorship

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Web banners

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Widgets

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Offline ads

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Offline eventsActivation:Games / Competitions

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Social Sharing

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Referral

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Content marketing

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Viral marketing

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Blogger recommendations

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User GeneratedContent How to Maintain an Online Brand CommunityEntertainment. Make sure your Community Members have fun

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How to Maintainan Online Brand CommunitySupport. Help Users with Brand /Product Oriented Questions Answer questions / Fix users’ problems / Provide solutions.

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How to Maintainan Online Brand CommunityInform. Provide your Fans with Valuable Brand Content- Base your marketing message on what people like.- Have a “human” voice, don’t sale at people. - Involve people within conversations through questions.- Invite your fans to share your content.

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Social Media StrategyFundamentals:Social Media Strategy Fundamentals:How to Maintain an Online Brand CommunityCollaborate. Involve the Community in Decision Making Listen to your consumers and be flexible.Let the community create content and make decisions.Implement your consumers’ decisions to enhance the community.

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Conclusions

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Social Media StrategyFundamentals:Social Media Strategy Fundamentals:ConclusionsWhat you should Remember about Online Brand Community Development Be extra careful when appointing your community manager. Create a maximum of interactions to engage fans with your brand. Base your community marketing approach on what fans like and want. (Consumer-centric) Adopt a human voice - don’t pitch your community. Allow your fans to share your content at any digital touch-points. Monitor your community everyday to prevent a bad buzz.

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@buzzfactory_ruThankyou! Do youhave any questions? Thierry CellerinE.: [email protected] M.: +7 985 44 22 544W.: www.buzzfactory.ruB.: http://buzz-factory.livejournal.com/Twitter: @buzzfactory_ru

Online Brand Community Development

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