際際滷

際際滷Share a Scribd company logo
Date: November 16, 2019
Content & Community
Ritu Mittal Mukherjee, creating Targeted User Engagements, Brand Solutions, NBU, Activating BTL
Build Communities - Ritu Mittal Mukherjee
Build Communities - Ritu Mittal Mukherjee
Why a
Community?
COMMON PURPOSE
 Cognitive
 Physiological
 Emotional
 Financial
The CommonThread?
 Let us walk through few Journeys
Intersections for a Community?
 Life Events
 Realisation that one needs help
 Calling out for help
 Making Contact
 Conversation
 Ful鍖lment
 Pass it on?
User Journey Map
 Activities for a particular Use Case
 Touch points for interventions
 Need for Info
 Which formats of Info
 Info provided by whom?
 Need for a personal Connect
 Peer
 Expert/ Validator
 Ful鍖lment of need
 Feedback
 Will your user Pass it On ?
Cohorts
 Common Thread again!
Should we differentiate?
 Basis of User Journey
 Create customised experiences
User Engagements
 Explore the Value of Content driven engagement
 Explore the Value of Emotion driven engagement
 Explore the Value of Utility driven engagement
Who makes a Community?
 Generators
 Drivers
 Consumers
Content
 Expert driven
 User Generated Content
 Curation
 Disclaimers
 Validation
 Plagiarism
What more for the Community or
forYOU?
 Branded Content
 Content to Commerce
 Community to Commerce
Metrics
 Is emotion a metric?
 Engagement basis effort
 Sessions
 Stickiness
 Retention

More Related Content

Similar to Build Communities - Ritu Mittal Mukherjee (20)

Stewardship is the Strategy
Stewardship is the StrategyStewardship is the Strategy
Stewardship is the Strategy
Bloomerang
The Future of Social: Rebel Cocktail 3捉 edici坦n
The Future of Social: Rebel Cocktail 3捉 edici坦nThe Future of Social: Rebel Cocktail 3捉 edici坦n
The Future of Social: Rebel Cocktail 3捉 edici坦n
Good Rebels
Guardian cardiff & community engagement at the Guardian
Guardian cardiff & community engagement at the GuardianGuardian cardiff & community engagement at the Guardian
Guardian cardiff & community engagement at the Guardian
Hannah Waldram
Social Media Strategy For Businesses
Social Media Strategy For BusinessesSocial Media Strategy For Businesses
Social Media Strategy For Businesses
Lauren DeLong
Let's Talk About Social Networking
Let's Talk About Social NetworkingLet's Talk About Social Networking
Let's Talk About Social Networking
Steve Lowisz
IESEG (Lille) - 'Contemporary Market Research Management & Techniques'
IESEG (Lille) - 'Contemporary Market Research Management & Techniques'IESEG (Lille) - 'Contemporary Market Research Management & Techniques'
IESEG (Lille) - 'Contemporary Market Research Management & Techniques'
Tom De Ruyck
Social Networking At IYI
Social Networking At IYISocial Networking At IYI
Social Networking At IYI
jroesler
Content strategy webinar: Maturing your Social Media for Synagogues
Content strategy webinar: Maturing your Social Media for SynagoguesContent strategy webinar: Maturing your Social Media for Synagogues
Content strategy webinar: Maturing your Social Media for Synagogues
Lisa Colton
Social Media for NPO's
Social Media for NPO'sSocial Media for NPO's
Social Media for NPO's
Agency 323
Social Media
Social MediaSocial Media
Social Media
Alex Wong
Evolucion o Revolucion ..
Evolucion o Revolucion .. Evolucion o Revolucion ..
Evolucion o Revolucion ..
Universidad de Nari単o
The Power of Storytelling in Fundraising_ How to Reach the Right Audience wit...
The Power of Storytelling in Fundraising_ How to Reach the Right Audience wit...The Power of Storytelling in Fundraising_ How to Reach the Right Audience wit...
The Power of Storytelling in Fundraising_ How to Reach the Right Audience wit...
TechSoup
If you try to build community, will they come?
If you try to build community, will they come?If you try to build community, will they come?
If you try to build community, will they come?
Daniel Lee
Writing A Hypothesis For A Research Pap
Writing A Hypothesis For A Research PapWriting A Hypothesis For A Research Pap
Writing A Hypothesis For A Research Pap
Andrea Christian
Sophie Potter: Beyond Professionals - Young people supporting each other
Sophie Potter: Beyond Professionals - Young people supporting each otherSophie Potter: Beyond Professionals - Young people supporting each other
Sophie Potter: Beyond Professionals - Young people supporting each other
Hugh Stephens
Social Media Presentation -- UCP Lisbon, March 2013
Social Media Presentation -- UCP Lisbon, March 2013Social Media Presentation -- UCP Lisbon, March 2013
Social Media Presentation -- UCP Lisbon, March 2013
Calvin Jones
Digital Marketing and Strategy
Digital Marketing and StrategyDigital Marketing and Strategy
Digital Marketing and Strategy
MyGuest_CaryaGroup
9 Digital Marketing Trends To Know In 2019 - PodCamp Toronto
9 Digital Marketing Trends To Know In 2019 - PodCamp Toronto9 Digital Marketing Trends To Know In 2019 - PodCamp Toronto
9 Digital Marketing Trends To Know In 2019 - PodCamp Toronto
Angela LaGamba
Community Engagement 101
Community Engagement 101Community Engagement 101
Community Engagement 101
RecruitDC
Groundswell Chatter
Groundswell ChatterGroundswell Chatter
Groundswell Chatter
Scanenergi A/S
Stewardship is the Strategy
Stewardship is the StrategyStewardship is the Strategy
Stewardship is the Strategy
Bloomerang
The Future of Social: Rebel Cocktail 3捉 edici坦n
The Future of Social: Rebel Cocktail 3捉 edici坦nThe Future of Social: Rebel Cocktail 3捉 edici坦n
The Future of Social: Rebel Cocktail 3捉 edici坦n
Good Rebels
Guardian cardiff & community engagement at the Guardian
Guardian cardiff & community engagement at the GuardianGuardian cardiff & community engagement at the Guardian
Guardian cardiff & community engagement at the Guardian
Hannah Waldram
Social Media Strategy For Businesses
Social Media Strategy For BusinessesSocial Media Strategy For Businesses
Social Media Strategy For Businesses
Lauren DeLong
Let's Talk About Social Networking
Let's Talk About Social NetworkingLet's Talk About Social Networking
Let's Talk About Social Networking
Steve Lowisz
IESEG (Lille) - 'Contemporary Market Research Management & Techniques'
IESEG (Lille) - 'Contemporary Market Research Management & Techniques'IESEG (Lille) - 'Contemporary Market Research Management & Techniques'
IESEG (Lille) - 'Contemporary Market Research Management & Techniques'
Tom De Ruyck
Social Networking At IYI
Social Networking At IYISocial Networking At IYI
Social Networking At IYI
jroesler
Content strategy webinar: Maturing your Social Media for Synagogues
Content strategy webinar: Maturing your Social Media for SynagoguesContent strategy webinar: Maturing your Social Media for Synagogues
Content strategy webinar: Maturing your Social Media for Synagogues
Lisa Colton
Social Media for NPO's
Social Media for NPO'sSocial Media for NPO's
Social Media for NPO's
Agency 323
Social Media
Social MediaSocial Media
Social Media
Alex Wong
The Power of Storytelling in Fundraising_ How to Reach the Right Audience wit...
The Power of Storytelling in Fundraising_ How to Reach the Right Audience wit...The Power of Storytelling in Fundraising_ How to Reach the Right Audience wit...
The Power of Storytelling in Fundraising_ How to Reach the Right Audience wit...
TechSoup
If you try to build community, will they come?
If you try to build community, will they come?If you try to build community, will they come?
If you try to build community, will they come?
Daniel Lee
Writing A Hypothesis For A Research Pap
Writing A Hypothesis For A Research PapWriting A Hypothesis For A Research Pap
Writing A Hypothesis For A Research Pap
Andrea Christian
Sophie Potter: Beyond Professionals - Young people supporting each other
Sophie Potter: Beyond Professionals - Young people supporting each otherSophie Potter: Beyond Professionals - Young people supporting each other
Sophie Potter: Beyond Professionals - Young people supporting each other
Hugh Stephens
Social Media Presentation -- UCP Lisbon, March 2013
Social Media Presentation -- UCP Lisbon, March 2013Social Media Presentation -- UCP Lisbon, March 2013
Social Media Presentation -- UCP Lisbon, March 2013
Calvin Jones
Digital Marketing and Strategy
Digital Marketing and StrategyDigital Marketing and Strategy
Digital Marketing and Strategy
MyGuest_CaryaGroup
9 Digital Marketing Trends To Know In 2019 - PodCamp Toronto
9 Digital Marketing Trends To Know In 2019 - PodCamp Toronto9 Digital Marketing Trends To Know In 2019 - PodCamp Toronto
9 Digital Marketing Trends To Know In 2019 - PodCamp Toronto
Angela LaGamba
Community Engagement 101
Community Engagement 101Community Engagement 101
Community Engagement 101
RecruitDC
Groundswell Chatter
Groundswell ChatterGroundswell Chatter
Groundswell Chatter
Scanenergi A/S

Recently uploaded (20)

Google named Best and Most Influential Healthcare Leaders in Vietnam - Tran Q...
Google named Best and Most Influential Healthcare Leaders in Vietnam - Tran Q...Google named Best and Most Influential Healthcare Leaders in Vietnam - Tran Q...
Google named Best and Most Influential Healthcare Leaders in Vietnam - Tran Q...
Ignite Capital
Carousel - Five Key FinTech Trends in 2025
Carousel - Five Key FinTech Trends in 2025Carousel - Five Key FinTech Trends in 2025
Carousel - Five Key FinTech Trends in 2025
Anadea
SWOT Analysis: Boutique Consulting Firms in 2025
 SWOT Analysis: Boutique Consulting Firms in 2025  SWOT Analysis: Boutique Consulting Firms in 2025
SWOT Analysis: Boutique Consulting Firms in 2025
Alexander Simon
Your brand might be pushing clients away without you knowing.
Your brand might be pushing clients away without you knowing.Your brand might be pushing clients away without you knowing.
Your brand might be pushing clients away without you knowing.
Group Buy Seo Tools
Portfolio - Example Project 2025 by Gina
Portfolio - Example Project 2025 by GinaPortfolio - Example Project 2025 by Gina
Portfolio - Example Project 2025 by Gina
esouveninteriordesig
2025 CEO Impact Index: Business Transformation Drives Executive Impact
2025 CEO Impact Index: Business Transformation Drives Executive Impact2025 CEO Impact Index: Business Transformation Drives Executive Impact
2025 CEO Impact Index: Business Transformation Drives Executive Impact
Golin
Get Lifetime Access to Premium AI Models with AI IntelliKit's One-Time Purchase
Get Lifetime Access to Premium AI Models with AI IntelliKit's One-Time PurchaseGet Lifetime Access to Premium AI Models with AI IntelliKit's One-Time Purchase
Get Lifetime Access to Premium AI Models with AI IntelliKit's One-Time Purchase
SOFTTECHHUB
Smart Logistics Integrating Freight, Trucking & Warehousing Prospect Logis...
Smart Logistics  Integrating Freight, Trucking & Warehousing  Prospect Logis...Smart Logistics  Integrating Freight, Trucking & Warehousing  Prospect Logis...
Smart Logistics Integrating Freight, Trucking & Warehousing Prospect Logis...
prospectsingapore
Runnin Digital community - Linkedin & FB
Runnin Digital community  - Linkedin & FBRunnin Digital community  - Linkedin & FB
Runnin Digital community - Linkedin & FB
Nir Makovsky
The-Leadership-Compass-Navigating-the-Path-to-Success.pptx
The-Leadership-Compass-Navigating-the-Path-to-Success.pptxThe-Leadership-Compass-Navigating-the-Path-to-Success.pptx
The-Leadership-Compass-Navigating-the-Path-to-Success.pptx
Jasmeet Warraich
Oleksandr Krakovetskyi: 亞仍磲 亞亠仆亠舒亳于仆亳 仄仂亟亠仍亠亶 亰 仄从于舒仆仆礆 (UA)
Oleksandr Krakovetskyi:  亞仍磲 亞亠仆亠舒亳于仆亳 仄仂亟亠仍亠亶 亰 仄从于舒仆仆礆 (UA)Oleksandr Krakovetskyi:  亞仍磲 亞亠仆亠舒亳于仆亳 仄仂亟亠仍亠亶 亰 仄从于舒仆仆礆 (UA)
Oleksandr Krakovetskyi: 亞仍磲 亞亠仆亠舒亳于仆亳 仄仂亟亠仍亠亶 亰 仄从于舒仆仆礆 (UA)
Lviv Startup Club
Taylor Swift The Man Music Video Production
Taylor Swift The Man Music Video ProductionTaylor Swift The Man Music Video Production
Taylor Swift The Man Music Video Production
eclark941
What PE Teachers and PEX Professionals Have in Common
What PE Teachers and PEX Professionals Have in CommonWhat PE Teachers and PEX Professionals Have in Common
What PE Teachers and PEX Professionals Have in Common
KaiNexus
REACH OUT TO SALVAGE ASSET RECOVERY TO RECOVER SCAM OR STOLEN CRYPTOCURRENCY
REACH OUT TO SALVAGE ASSET RECOVERY TO RECOVER SCAM OR STOLEN CRYPTOCURRENCYREACH OUT TO SALVAGE ASSET RECOVERY TO RECOVER SCAM OR STOLEN CRYPTOCURRENCY
REACH OUT TO SALVAGE ASSET RECOVERY TO RECOVER SCAM OR STOLEN CRYPTOCURRENCY
leooscar735
Holden Melia - An Accomplished Executive
Holden Melia - An Accomplished ExecutiveHolden Melia - An Accomplished Executive
Holden Melia - An Accomplished Executive
Holden Melia
Buy Verified Revolut Account: Secure & USA-Approved!
Buy Verified Revolut Account: Secure & USA-Approved!Buy Verified Revolut Account: Secure & USA-Approved!
Buy Verified Revolut Account: Secure & USA-Approved!
pvaexpress
Siddhartha Bank Navigating_Nepals_Financial_Challenges.pptx
Siddhartha Bank Navigating_Nepals_Financial_Challenges.pptxSiddhartha Bank Navigating_Nepals_Financial_Challenges.pptx
Siddhartha Bank Navigating_Nepals_Financial_Challenges.pptx
Siddhartha Bank
Ross Chayka: AI in Business: Quo Vadis? (UA)
Ross Chayka:  AI in Business: Quo Vadis? (UA)Ross Chayka:  AI in Business: Quo Vadis? (UA)
Ross Chayka: AI in Business: Quo Vadis? (UA)
Lviv Startup Club
Maksym Bilychenko: Empowering IT Products with AI: Opportunities and Pitfalls...
Maksym Bilychenko: Empowering IT Products with AI: Opportunities and Pitfalls...Maksym Bilychenko: Empowering IT Products with AI: Opportunities and Pitfalls...
Maksym Bilychenko: Empowering IT Products with AI: Opportunities and Pitfalls...
Lviv Startup Club
CRED presentation in entrepreneurship management
CRED presentation in entrepreneurship managementCRED presentation in entrepreneurship management
CRED presentation in entrepreneurship management
kumarka087
Google named Best and Most Influential Healthcare Leaders in Vietnam - Tran Q...
Google named Best and Most Influential Healthcare Leaders in Vietnam - Tran Q...Google named Best and Most Influential Healthcare Leaders in Vietnam - Tran Q...
Google named Best and Most Influential Healthcare Leaders in Vietnam - Tran Q...
Ignite Capital
Carousel - Five Key FinTech Trends in 2025
Carousel - Five Key FinTech Trends in 2025Carousel - Five Key FinTech Trends in 2025
Carousel - Five Key FinTech Trends in 2025
Anadea
SWOT Analysis: Boutique Consulting Firms in 2025
 SWOT Analysis: Boutique Consulting Firms in 2025  SWOT Analysis: Boutique Consulting Firms in 2025
SWOT Analysis: Boutique Consulting Firms in 2025
Alexander Simon
Your brand might be pushing clients away without you knowing.
Your brand might be pushing clients away without you knowing.Your brand might be pushing clients away without you knowing.
Your brand might be pushing clients away without you knowing.
Group Buy Seo Tools
Portfolio - Example Project 2025 by Gina
Portfolio - Example Project 2025 by GinaPortfolio - Example Project 2025 by Gina
Portfolio - Example Project 2025 by Gina
esouveninteriordesig
2025 CEO Impact Index: Business Transformation Drives Executive Impact
2025 CEO Impact Index: Business Transformation Drives Executive Impact2025 CEO Impact Index: Business Transformation Drives Executive Impact
2025 CEO Impact Index: Business Transformation Drives Executive Impact
Golin
Get Lifetime Access to Premium AI Models with AI IntelliKit's One-Time Purchase
Get Lifetime Access to Premium AI Models with AI IntelliKit's One-Time PurchaseGet Lifetime Access to Premium AI Models with AI IntelliKit's One-Time Purchase
Get Lifetime Access to Premium AI Models with AI IntelliKit's One-Time Purchase
SOFTTECHHUB
Smart Logistics Integrating Freight, Trucking & Warehousing Prospect Logis...
Smart Logistics  Integrating Freight, Trucking & Warehousing  Prospect Logis...Smart Logistics  Integrating Freight, Trucking & Warehousing  Prospect Logis...
Smart Logistics Integrating Freight, Trucking & Warehousing Prospect Logis...
prospectsingapore
Runnin Digital community - Linkedin & FB
Runnin Digital community  - Linkedin & FBRunnin Digital community  - Linkedin & FB
Runnin Digital community - Linkedin & FB
Nir Makovsky
The-Leadership-Compass-Navigating-the-Path-to-Success.pptx
The-Leadership-Compass-Navigating-the-Path-to-Success.pptxThe-Leadership-Compass-Navigating-the-Path-to-Success.pptx
The-Leadership-Compass-Navigating-the-Path-to-Success.pptx
Jasmeet Warraich
Oleksandr Krakovetskyi: 亞仍磲 亞亠仆亠舒亳于仆亳 仄仂亟亠仍亠亶 亰 仄从于舒仆仆礆 (UA)
Oleksandr Krakovetskyi:  亞仍磲 亞亠仆亠舒亳于仆亳 仄仂亟亠仍亠亶 亰 仄从于舒仆仆礆 (UA)Oleksandr Krakovetskyi:  亞仍磲 亞亠仆亠舒亳于仆亳 仄仂亟亠仍亠亶 亰 仄从于舒仆仆礆 (UA)
Oleksandr Krakovetskyi: 亞仍磲 亞亠仆亠舒亳于仆亳 仄仂亟亠仍亠亶 亰 仄从于舒仆仆礆 (UA)
Lviv Startup Club
Taylor Swift The Man Music Video Production
Taylor Swift The Man Music Video ProductionTaylor Swift The Man Music Video Production
Taylor Swift The Man Music Video Production
eclark941
What PE Teachers and PEX Professionals Have in Common
What PE Teachers and PEX Professionals Have in CommonWhat PE Teachers and PEX Professionals Have in Common
What PE Teachers and PEX Professionals Have in Common
KaiNexus
REACH OUT TO SALVAGE ASSET RECOVERY TO RECOVER SCAM OR STOLEN CRYPTOCURRENCY
REACH OUT TO SALVAGE ASSET RECOVERY TO RECOVER SCAM OR STOLEN CRYPTOCURRENCYREACH OUT TO SALVAGE ASSET RECOVERY TO RECOVER SCAM OR STOLEN CRYPTOCURRENCY
REACH OUT TO SALVAGE ASSET RECOVERY TO RECOVER SCAM OR STOLEN CRYPTOCURRENCY
leooscar735
Holden Melia - An Accomplished Executive
Holden Melia - An Accomplished ExecutiveHolden Melia - An Accomplished Executive
Holden Melia - An Accomplished Executive
Holden Melia
Buy Verified Revolut Account: Secure & USA-Approved!
Buy Verified Revolut Account: Secure & USA-Approved!Buy Verified Revolut Account: Secure & USA-Approved!
Buy Verified Revolut Account: Secure & USA-Approved!
pvaexpress
Siddhartha Bank Navigating_Nepals_Financial_Challenges.pptx
Siddhartha Bank Navigating_Nepals_Financial_Challenges.pptxSiddhartha Bank Navigating_Nepals_Financial_Challenges.pptx
Siddhartha Bank Navigating_Nepals_Financial_Challenges.pptx
Siddhartha Bank
Ross Chayka: AI in Business: Quo Vadis? (UA)
Ross Chayka:  AI in Business: Quo Vadis? (UA)Ross Chayka:  AI in Business: Quo Vadis? (UA)
Ross Chayka: AI in Business: Quo Vadis? (UA)
Lviv Startup Club
Maksym Bilychenko: Empowering IT Products with AI: Opportunities and Pitfalls...
Maksym Bilychenko: Empowering IT Products with AI: Opportunities and Pitfalls...Maksym Bilychenko: Empowering IT Products with AI: Opportunities and Pitfalls...
Maksym Bilychenko: Empowering IT Products with AI: Opportunities and Pitfalls...
Lviv Startup Club
CRED presentation in entrepreneurship management
CRED presentation in entrepreneurship managementCRED presentation in entrepreneurship management
CRED presentation in entrepreneurship management
kumarka087

Build Communities - Ritu Mittal Mukherjee

  • 1. Date: November 16, 2019 Content & Community Ritu Mittal Mukherjee, creating Targeted User Engagements, Brand Solutions, NBU, Activating BTL
  • 4. Why a Community? COMMON PURPOSE Cognitive Physiological Emotional Financial
  • 5. The CommonThread? Let us walk through few Journeys
  • 6. Intersections for a Community? Life Events Realisation that one needs help Calling out for help Making Contact Conversation Ful鍖lment Pass it on?
  • 7. User Journey Map Activities for a particular Use Case Touch points for interventions Need for Info Which formats of Info Info provided by whom? Need for a personal Connect Peer Expert/ Validator Ful鍖lment of need Feedback Will your user Pass it On ?
  • 9. Should we differentiate? Basis of User Journey Create customised experiences
  • 10. User Engagements Explore the Value of Content driven engagement Explore the Value of Emotion driven engagement Explore the Value of Utility driven engagement
  • 11. Who makes a Community? Generators Drivers Consumers
  • 12. Content Expert driven User Generated Content Curation Disclaimers Validation Plagiarism
  • 13. What more for the Community or forYOU? Branded Content Content to Commerce Community to Commerce
  • 14. Metrics Is emotion a metric? Engagement basis effort Sessions Stickiness Retention