Sharing tentang online community, apa yang harus disiapkan dll. Untuk pemahaman yang lebih komprehensif bisa ikut public training saya di MarkFirst dengan tema Build Community Digital Marketing

1. Bandung, 20 February 2014
Community Development &
Engagement

3. Phase of A Community
Source: http://www.slideshare.net/ngvdung/digital-marketingonline-
communitybestpracticesfina?v=qf1&b=&from_search=6

4. Strategy
Leadership
Culture
Community
Management
Content &
Programming
Policies &
Governance
Tools
Metrics &
Measurement
Stage 1
Hierarchy
Stage 2
Emergent
Community
Stage 3
Community
Stage 4
Networked
Familiarize &
Listen
Command &
Control
Reactive
None
Formal &
Structured
No Guidelines for
UGC
Consumer tools
used by
individuals
Anecdotal
Participate
Consensus
Contributive
Informal
Some user
generated
content
Restrictive social
media policies
Consumer & self-
service tools
Basic Activities
Build
Collaborative
Emergent
Defined roles &
processes
Community
created content
Flexible social
media policies
Mix of consumer &
enterprise tools
Activities &
Content
Integrate
Distributed
Activist
Integrated roles &
processes
Integrated formal
& user generated
Inclusive
‘Social’ functionality
is integrated
Behaviors &
Outcomes
Community Maturity Model
Source: http://www.communityroundtable.com/

5. Forrester’s Ladder of Engagement

6. Source: http://www.articulate.com/rapid-elearning/heres-where-the-e-learning-
community-provides-practical-value/

7. Member Profile
Source: http://www.slideshare.net/duoconsulting/capturing-communities-
12747943?v=qf1&b=&from_search=35

8. Community Types
• Location
• Activity-based
• Demographic
• Goal-oriented
• Brand-sponsored
Source: http://www.slideshare.net/duoconsulting/capturing-communities-
12747943?v=qf1&b=&from_search=35

9. Community Activities Orientation

10. 4 Elements of “Community”
Membership
Integration &
Fullfilment of
needs
Influence
Shared Emotional
Connection
Source: Wikipedia, study by McMillan & Chasis, 1986

11. What is Your Path?
• Brand Fans
• Interest Based
Build Your
Own
Community
• Long term partnership
• Short term
engagement
Engage with
Established
Community

12. Build Your Own Community
• Strengths:
1. Easier to connect business objective with
community
2. You have all control to community
3. Easier to adapt and customized the community
when you change the objective
• Weaknesses:
1. It takes time to build the community
2. Big investment to develop the community
3. You must invest in community icon and planner

13. Engage with Community
• Strengths:
1. Cheaper investment
2. You can see the result faster than build your
own community
• Weaknesses:
1. You must compromise with community vision
and objective
2. They can also work with your competitor brand
3. You can not control the community

14. Wardah & Hijabers Community
Wardah already support Hijabers
Community since their official
launching in 2011

15. Wardah Consistent Engagement
with Hijabers Community
Wardah consistently engage
with Dian Pelangi as the most
influential person in Hijabers
Community, and now the icon
for Moslem Fashion

16. Bike To Work & Polygon
Polygon partnership with Bike to Work Community who not only sponsored
event but also further engagement with community by creating customized
product. This long term partnership is also valuable for the brand loyalty
among the community members.
Event Sponsorship
Product Development

17. Hitman System

18. Why Hitman System Interesting?
• They build the community of alumni as part
of after sales (trough social media, forum by
region, and offline gathering)
• They shared the same pride and identity as
the alumni (they called other member “Bro”,
use white shoes etc)
• The alumni become the prmotors of their
products and recommend others

19. Important Variable in Community
• Clear Objective why Community?
• You can not force hard selling and immidiate sales
impact
• Community is a long term investment
• Community is not about numbers of member
• Online community must integrate with offline events
• Community must have shared values, symbols,
language etc
• Community must have strong and influential leaders

20. Product Character & Community Strategy
High Involvement Products
• People will research first before buy the products
• This products has a high psychological barrier for consumers
• The price is expensive
• Use it for long term
Low Involvement Products
• People will do impulsive buying
• The price usually cheap
• They will not give a lot of impact when you choose the wrong
one

21. What’s The Impact?
Naturally consumers
build community of
brand fans or Easier
Build Community
More challenging to
build commmunity

22. Case Study High Involvement Products
Consumers usually build
independently and reluctant if
brand want to interupt with it.
You can involve as partner and
facilitator for them

23. Case Study Low Involvement Products
Build shared identity to the target audience,
grooming more brand and products
promoters

24. Build Online Community for Brand

25. Benefit of Online Community
• Create buzz about your products
• Create free marketing trough word of mouth
and social media
• Produce content for your site
• Encourage brand loyalty

26. Strategic Step Build Community
Objective
Target
Audience
Insight Channel KPI

27. From Impulsive Product Toward
Religionization

28. Captain Maxx as Emotional Reward

29. Ask The Fans,
They Decide The Content

30. We Build Icon as Community Leader
This is the 3 icon
in Beng Beng
Community

31. We Have Closed Group Only
for Captain Maxx

32. Measurement & ROI

33. Strategic Step Build Community
Objective
Target
Audience
Insight Channel KPI

34. What Kind of Measurement?
Quick Tips How To Start:
1. Look up your objective, then build KPI based
on your objective
2. Break down what will support the objective
3. Find the right tools to measure
4. Only report the importance thing based on
objective

35. Presented By:
Tuhu Nugraha Dewanto
COO Upnormals PingFans
Twitter: @Tuhunugraha
E-mail: tuhu.nugraha@gmail.com
LinkedIn: www.linkedin.com/in/tuhunugraha