1. Building Success – Through Online Communities
May 9, 2009

2. Presentation Contents
What are communities
Communities v/s social networking platforms
Why is there a bee line for creating communities for your brand
Popular communities that are present online:
Brand communities
Generic communities
How can you create a successful community for your brand/product/service

3. What Are Online Communities
Any website / portal – any url / web address where people with similar
`Tastes/need/interests/similar profiles/age groups/demographics/gender
congregate together
At their time
At their pace
In a fairly uninhibited environment
Doing what they want
A place that becomes their space

4. Communities v/s Networking Portals
Communities are not necessarily social networking platforms
Communities are not necessarily UGC led
Communities are not necessarily interactive
can be passive – can consist of voyeurs, viewers, readers, passionate people about that particular interest area…

5. Non-branded Communities…

9. Online Brand Communities… What is being done… How are users behaving

11. Pepsi’s
Music
Games
Emoticons
Where ALL Is Created
By the user

18. Sunsilk The site is a very critical part of its brand proposition
Site replicated in 9 other countries in the region…

19. Building Communities with Broadcast Creatives…

22. Why Is There A Beeline for Buidling Communities
Why Is There A Beeline for Buidling Communities.. Around your brand / service…

23. Some recent site examples…

26. Captive Audience Access to consumers Mapping consumer behaviour
Getting a pulse of the audience
Being able to shape your product based on their needs
Being there for them online.. Because that is where the consumer is increasingly headed – from a mindset view point .. And it is the most likely to influence consumer purchase behaviour

27. Consumer Attitudes Towards Purchase post exposure to online media..

30. To Sum it up…

31. To Create A Successful Community: Think from user view point
Basic information related to your product category/ service / peripheral interest areas
Engagement opportunities around this – interactive tools – profilers, games, application
Creative execution that is inspiring, relevant and refreshing every time they come
Usability – help the user find what she/he wants from the site easily in minimum clicks, smooth transitions…
Compromise download time for talkability… it works…

32. Thank you