How to Build and Develop Successfully your Online Brand Community? Why your Customers and Prospects join Online Groups? What is the Cost of developing an Online Community? If you look for answers, just read this presentation. I will be glad to read your comments! Thierry Cellerin, CEO of BuzzFactory.

1. Solutions for Social Web Communication “How to Build and Manage an Online Brand Community?”

2. Social Media Strategy Fundamentals: Social Media Strategy Fundamentals: BuzzFactory, a Vanksen Group Partner BuzzFactory Solutions for Social Web Communication Learning 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.

3. Table of Contents What’s an Online Brand Community? Why Build One? How To Build It? How to Maintain It?

4. What’s an Online Brand Community?

5. What’s an Online Brand 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.”

6. What’s an Online Brand Community? Understand what motivates users to join communities To support a cause To share my appreciation with others To get advanced news on products Because it was recommended to me To associate with a brand I like To be entertained To learn more about it To feel part of a like-minded community To get free content Source Universal McCann

7. What’s an Online Brand Community? Understand what makes consumers leave Communities

8. 2. Why Build One?

10. Give you insights and new ideas to develop your business.

11. Identify the most active brand lovers to turn them into evangelists.

12. Make sure they criticize your brand / product where you can easily monitor and contact them.

14. Social Media Strategy Fundamentals: Social Media Strategy Fundamentals: Why to build a brand Community? Generate Leads and Incomes 68% Of consumers trust other consumers’ opinions posted online. 70% Of purchase decisions are influenced by Word Of Mouth. 54% Community members spend more than non-community members. Source Communispace / HBR

15. 3. How To Build It?

16. Social Media Strategy Fundamentals: Social Media Strategy Fundamentals: How to Build an Online Brand Community? The 3 Pillars of Online Community Building Means Budgets and resources allocated to the Community Development Strategy Which approach? What Goals (KPI)? People Find the people who will represent your brand online

17. Register a Facebook page is for Free. Developing a online community is not!

18. How to Build an Online Brand Community? MEANS. The indicative cost for 1 year Community Development 93.500 $ is Equivalent to: 40 Billboards In Moscow OR 2,5 Publications in Cosmopolitan OR 300 seconds on National TV Technical cost Management cost Activation cost

19. Now that you have agreed to invest in an Online Brand Community, what should be your next words?

20. Now that you have agreed to invest in an Online Brand Community, what should be your next words?

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

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

23. Users will not develop your Online Brand Community for you!

25. Discussing

26. Reacting

27. Moderating

29. Content Selection

30. Content Planning

31. Visuals Creation

32. Brand Identity

33. Formating

34. Watch Systems

35. Tracking & Analysis

37. CRM Programs

38. Analytics

39. Social Media Policies

40. Governance program

41. Evaluation & Decisions

42. Referral programs

43. Client support

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

48. UGC and Buzz

50. Earned media : Influence, blogs outreach, newsletters

51. Community management- Social CRM,- Loyalty & ambassador programs- Crowdsourcing

52. Web analytics

53. Monitoring & reporting- Optimization

54. ROI measurementTime http://www.vanksen.fr/blog/le-modele-please-de-vanksen/

55. 4. How To Maintain It?

56. How to Maintain an Online Brand Community? Five Modalities of Community Development Connect Entertain Collaborate Brand Community Development Inform Support

58. Existing customers DB

59. Point of sale announcements

60. Announcement on products

62. SEM

63. Sponsorship

64. Web banners

65. Widgets

66. Offline ads

68. Social Sharing

69. Referral

70. Content marketing

71. Viral marketing

72. Blogger recommendations

74. How to Maintain an Online Brand Community Support. Help Users with Brand /Product Oriented Questions Answer questions / Fix users’ problems / Provide solutions.

75. How to Maintain an Online Brand Community Inform. 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.

76. Social Media Strategy Fundamentals: Social Media Strategy Fundamentals: How to Maintain an Online Brand Community Collaborate. 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.

77. Conclusions

78. Social Media Strategy Fundamentals: Social Media Strategy Fundamentals: Conclusions What 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.

79. @buzzfactory_ru Thankyou! Do you have any questions? Thierry Cellerin E.: tcellerin@buzzfactory.ru M.: +7 985 44 22 544 W.: www.buzzfactory.ru B.: http://buzz-factory.livejournal.com/ Twitter: @buzzfactory_ru