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Part IV (V. How to leverage a community? (How to create a community? (via…
Part IV
V. How to leverage a community?
How to create a community?
via existing SN (Facebook page)
your own community (LEGO)
existing communities
Difficulties
need critical mass
need to answer expectations
90/9/1 > 70/20/10 rule
Risks
disappoint customers
negative WOM
dilution of the brand equity
KPI: engagement level
IV. How to leverage SN for brands
How to use SN?
1) Evaluate if they can help you reach your target
2) Evaluate which SN is in line with positioning
3) Identify the right KPIs
Advantages of using SN
low costs
target a limited # of potential users
viral power
direct communication
instant feedback
access to a community
tests ideas
Disadvantages of using SN
not too commercial
need to update on a regular basis
need useful, innovating and diverting page
need to be transparent
need to listen and answer
Criteria of successful SN management
analyze the conversation
intervene in a subtle way
manage different account on one board
II. Power of SN
World: Facebook #1
Asia: 97% of urban adults connected
Belgium: Facebook, Google+, YouTube
VI. How to develop a viral campaign?
Viral Marketing
How?
1) Viral agent (creative idea)
2) Seeding (finding the right blogs to go viral)
3) follow up: evaluation/ROI
Difficulties
strong investment
can become negative
I. Definitions
Social Media
Social Network
III.Habits of SN users
VII. WOM