Built at Shack - A New Media & Research Firm
A Product to Organise and Grow Your Online Brand Community
It’s now simple to break down analytics, assess and take decisions
The Point of Stagnation in GrowthG
row
th
Time
1Mn Likes, 40K followers, 2L Impressions
Affinity?
Positioning?
Insights?
Loyalty & Advocacy?1. Unorganised Presence Success on one platform v/s abandoned presence on others
2. Disjointed Audience Rented or Unwanted
3. Low Engagement Driven solely by incentives
Online Brand Community
Key Problems of Managing an Online Brand Community
• Evaluation:
Finding actionable insights • Informed Decisions:
Planning based on past learnings
Campaign/Activity Audit
Half-yearly
Quarterly
Weekly
Post-evaluation
Post-evaluation
Post-evaluation
• Too late to correct!• Context is lost!• Start from scratch
• Late Diagnosis!• Correction cycle =
another 3 months
• Progress check!• Quicker evolution
of strategy
Why Timely Evaluation Matters?
Complex Analytics:"• Google analytics: Hits, impressions • Facebook Insights: Number of fans/likes/shares • Hootsuite/Sprout Social/Buffer • Moz Analytics • Salesforce and more…
Tools used for Evaluation
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
We Suggest Frequent Evaluation
Evaluate Take Informed Decisions
Implement Decisions
Re-evaluate Impact
Audience + Presence + EngagementStandardise and Structure Data Across
Zoom
ed in
pre
view
Online Brand Community Framework: Our proprietary method to audit and build brand communities
Our Framework for Evaluation
‘BuildYourCommunity’
With a Tool to Structure All-in-One Place
Identify and collect Qualitative and Quantitative Data
Standardise and Structure Data across Platforms
BuildYourCommunity.co
√ In-built easy to use metrics/checklist √ Analytics to get data across platforms √ Objectives to set up benchmarks √ Dashboard to monitor progress √ Multi-user account for teams
Your Analytical Powers with Organised Data
Connect and Interpret Relevant Data
Take Informed Decisions Build Roadmaps
Relevant data points juxtaposed help in analysing the current status of the community. ‘Health Check Guide’ probes you to get actionable insights.
Marking a conclusion for each checklist, supports in taking decisions.
Implement your plan step-wise with specific objectives for each platform.
‘Build Your Community’ Professional Services
Engage with Us
We help you Organise and Grow your Online Brand Community
Service Solutions Deliverables
Brand Community Audit
• Digital Ecosystem Analysis • Campaign Audits (Owned Media) • Audience Analysis • Content Analysis • Engagement Analysis
• Comprehensive health check for 8-22 parameters
• Find strengths, weaknesses, gaps and opportunities
• 1 Audit Report • Access to the tool for 30 days
Brand Community Roadmap
• Digital Marketing Strategy • Content Strategy • Engagement Strategy • Campaign Plan
• Comprehensive health check for 8-22 parameters
• Find strengths, weaknesses, gaps and opportunities
• 1 Audit Report • 1 Roadmap (Quarterly Plan) • 1 Audit Workshop • Access to the tool for 90 days
Build Your Community Service Packages
Project Calendar for Deliverables over a Quarter
WEEK
1 2 3 4
5 6 7 8
9 10 11 12
Pre-Campaign"Analysis/Review
(21-30 days)
Roadmap/ Evolved Strategy
Campaign"Audit (28-45 days)
Side-by-Side: On-boarding • Workshop & Support
WEEK
1 2 3 4
5 6 7 8
9 10 11 12
On-boarding & Set up parameters Review & Key
Findings
Review & Key Findings
Weekly Catch up (15–30 minutes )
…
……Insights & Decisions
Workshop 1
Project Case Study"Apollo Tyres: Build Your Community Roadmap (90 Days)
Delivered"• A Comprehensive Health check for Pre-Campaign
and Campaign Analysis for Owned and Paid Media!• 2 Audits!• 1 Roadmap
Value"• Measured the impact of the campaign!• Analysed effective execution of the campaign!• Measures to optimise media spend!• Suggested digital personas and content strategy
An Audit Measures Your Brand Community Quotient (BCQ)
What is the quality of engagement?
What kind of content has worked well?
What is the current brand perception?
Is the content reaching the target audience?
How does the target audience behave on digital?
Benefits of Using the Tool
1. Organised digital ecosystem 2. Focused campaigns on owned media 3. Targeted ads and optimised use of paid media 4. A knowledge vault with past analysis records 5. Efficient team-work with organised data
Evaluate the Campaign’s impact on your Online Brand Community
For a demo of the tool write to info[at]shack.co.inor tweet @shackcompanis / @vbuildcommunity
BuildYourCommunity.co