Online Branding and Reputation Management

Group 2

Brand Name: ONE PLUS

Submitted By

Anushka Gupta-PGMB1909
SIDDHARTHA DUGGAL-PGMB1934
Rakesh Ranjan Mishra-PGMB1924
Harsh Rana-PGMB1915
Vishesh Kapoor-
Puja Sarma-PGMB1958

PGDM-MB (Trimester V)

Submitted To
Prof. Joy Patra
Anushka Gupta-PGMB1909

Topic –Key Markers and why you consider each one as brand community
Brand – One Plus
Social media platform – Facebook
The key markers presented in one plus community are discussed below –
 Membership –
(Facebook) For getting membership in community first we have to send request in
official community of one plus they ask certain question to be member of that
community. Without joining the group, you cannot post anything in the
community.
Regular engagement by people in the community and they help other people too
as they share same interest .
(Forum) For joining the forum we have to enter mobile number then OTP comes ,
then we have add email id and for confirmation they send a link to check upon
which is valid for 24 hours. For writing comments in forum first we need to
register ourselves.
  Integration –
Reward giving to the candidates who won the contest. In forum , there are
many community group and daily contest are been organized and those who
are winners are provided with cash prizes . The rules for contest and procedure
for selection are been posted .
NAME: SIDDHARTHA DUGGAL (PGMB1934)
TOPIC: ROLES WITHIN BRAND COMMUNITIES

1) Community prizes & raffles: 1st role within the brand communities is that
brand community mangers create vouchers & gifts through planned raffles
& events. The above screenshot depicts latest post from a community
manager where one plus Buds would be gifted fro winners of events on first
come, first serve. The role here is to engage, participate & win cash prices
for members to showcase their talent.
2) Community awards, XP points & cup cakes: 2nd role within brand
communities is awards & XP points. For every interaction done, there are
XP points given by community managers. Towards the end of the year cup
cakes in the form of awards are given to members based on their
engagement & interaction in the community.
Most liked comments & best answers in the threads are given awards in
the form of cupcakes & members with top 5-10 medals win exciting
rewards & prizes in the form of accessories provided by One plus
RAKESH RANJAN MISHRA- PGMB1924
TOPIC – CHARACTERISTICS OF ONLINE BRAND COMMUNITIES….

1. FOCUS ON BRANDED GOODS AND SERVICES- COMMERCIAL IN NATURE

On the Facebook page of One plus India official a customer Salame Yuvi has
posted a post where he wants to sell his one plus 6T (8+128 GB) variant at the
price range of 21k -22k and those people who are interested in buying this
product has commented on his post with the prices at which they want to buy
Salame’s phone showing a two way conversation between buyer and seller. This
shows that this post is commercial in nature and is satisfying the first point of
finding the post which are commercial in nature on official Oneplus India
community page.

2. COMMON INTEREST, ADMIRATION, SYMPATHY AND LOVE FOR A BRAND

-SHARED CONSCIOUSNESS
In this post which has been posted by a Community Member Ram Sanjeev Reddy
on the Facebook page of Oneplus India official where he is sharing the love for his
Oneplus phone that how he loves his Oneplus 6 and admiring the features of his
Oneplus 6 phone and don’t want to change his phone for at least 2 years. On the
same post different people who are using Oneplus6 also admiring the phone and
showing the love for the variant Oneplus 6 for example a community member
Bunny has commented on the post and said “Oneplus 6 is still a beast, Rocking
Everyday”. So it’s a two way admiration and love for the brand Oneplus 6
between the community members.
So it can easily be seen thathow members sharing common Interest in Oneplus
phones within the brand community are admiring one plus 6 and showing the
love for the brand Oneplus.Hence satisfying the point Shared Consciousness.
3. MEMBERS TO INTERACT WITH EACH OTHER-RITUALS AND TRADITIONS

Oneplus follows a ritual and tradition of awarding those people who has made the
community platform a better place for everyone.For awarding such people one
plus organise Oneplus Community Award event where members participate in the
event and win exciting prizes as reward for being such a valuable community
member.
Since from the year 2018 Oneplus is following a tradition of awarding those
people who have made the one plus community forum a better place for
everyone by celebrating one plus community Award. This year also they come up
with one plus community award where they are going to provide awards to 10
people who have made the community a better place for everyone. These awards
may include-Community Heroes, User of the year 2020.
While in the comment section of the post also it can easily be seen that members
interacting with each other and talking about the Oneplus Community Award and
its benefit.
4. WEB 2.O (PARTICIPATION BASED INTERACTION)
A MORAL RESPONSIBILITY
It’s a responsibility of every company to know its customers and their needs and
the company Oneplus know this responsibility very well.
To fulfil their responsibility and to know the requirements of their customers
and what Upgradation one plus customers need in their upcoming products.
Oneplus come up with a very innovative program IDEA.
From the year 2020 one plus come up with a program called IDEA`S.
IDEAS is an Oneplus initiative that aims to strengthen further its motto of
building products and services hand in hand with the community where the
members participate in the event and interact with the company and with other
community members. And from the various ideas that has been received by the
company theCompany implement the top 12 ideas in their upcoming updates.
In this way Oneplus is fulfilling its moral responsibility of knowing its customer
needs and wants and fulfilling the same while organising such events like IDEA’S.

-
NAME: Harsh Rana (PGMB1915)
TOPIC: Evidence for Primary Community type:
Support, Social, Advocate, & Insight

1. SUPPORT:

The support community is that type in which customer to customer

conversation is done, a person who is already a customer of 1+ tells the
other person about the products. All the service, related conversation is
done by support community. Feedback is given on support community of
1+. Like we can see all the issues are posted by the customers.
 2. SOCIAL:

The social community of any company includes all the public social networking
sites and apps like Facebook, Instagram, Twitter, Youtube, Hike. Same with our
company for doing marketing of its products, passing any valid and important
information to its customers and attracting more and more customers towards
their products. 1+ use social community to know about their competitors and
their strategies. The most use social community is Facebook of 1+. Mostly query
are been posted by the customer on social community and which is looked after
nicely.

3. ADVOCATE:
 The advocate community is that which allows the company to circulate its
all those customers who are dedicated towards the company and is a fixed
customer. In this community these customers post about the company
products on their personal social pages. Same with 1+ company there are
many customers wo post about its products on its social pages.

4. INSIGHT:

The insight community is that in which a group of customers is created by the

company which they think are long term customers for the company. This group
of long term customers take feedback from the partners and employees of the
company so that they can see where they are lacking and is every thing going
according to plan or not. 1+ takes its employee feedback from this community.

According to me after the study I feel that the most prevalent is the Social
Community as it is directly connecting with its customers on the social pages
and it is a online platform so more and more customer can get connected.
Around 91% of the 1+ uses this community. All the doubts of the customer and
information about the product is given the one community. So this is more
prevalent.