17. brand community
/brænd kəmju:niti/
a group of people talking/sharing about their interest attached to
something & “something” in this case is your
brands/products/services.
Hieu Nguyen – Dec 2009
36. If our service/product is not “big” enough,
let’s build community about
something BIGGER
37. misunderstand #2
Brand Community ≠ Brand Followers
• Brand Followers is a group of user join your
community but not interact / or they just interact with
you. It’s not bad, it’s good for:
• PR
• CRM
• Brand Community is a group of user join your
community to talk and interact with others customers.
It’s good for:
• Everything
38. The spirit of Brand Community is the
connection between users
who are using the same product/service
41. “Your brand is not a logo, a color scheme or a slogan.
Your brand is your reputation.
It's what people think and feel about your business.”
(not me saying this)
48. Elements to Build a Brand Community
• Customer ↔ Customer
• A place to share
(how they feel, articles, photo, video, vote...)
• A place to connect
• Brand ↔ Customer
• To announce
(blog, bulletin board)
• To inform
(email marketing, RSS,…)
• To study
(blog, photo gallery, podcast , webcast…)
52. Result
in 01 month
• Artists shared 2,200 art works;
• Traffic: 671,000 UV;
• Email list increased 2,000;
• Sales increased 150%;
http://community.wacom.com
53. 1. Build your own Platform
Advantages
• Fully customize as you want
Disadvantages
• Take time to educate users how to use
• More cost for advertising your community
• Maintenance cost.
59. 2nd way – Use existing Platform
Advantages
• People already familiar with existing platform
• Easier to recruit more members
• No maintenance/development cost
Disadvantages
• Limited customization
• No support
61. Rule of Engagement
• DO NOT SPAM – everyone hates spam.
• Don’t limit yourself.
(in just build 1 or Two communities).
• You can Build (your own) & Buy (sponsor) & Join existing
communities.
62. Rule of Engagement
• Listen to them you know what they want.
• Talk to them – give them good contents
• Interact with them – show your responsibility.
• Inspire them to share their opinions (both good & bad),
interact with others.