2. Agenda
Brand • Brands' situation
Analytics • Brands' expectation
• What is Online Community Building (OCB)
OCB
Solution • What benefit OCB bring back to brand?
• How to build an Online Community
• How does a community work?
OCB
Solution • Online Community Case-studies
• Conclusion
4. Brands' situation
Big brand without any strong Strong brand but bored
perception in consumer's mind with Social Media
1
2
5
Non-stop battle
3
4 Launching new product without
any strategy to build brand
perception
Losing position in market
5. Big brand without any strong perception in
consumer's mind
Café cho phái mạnh Khơi nguồn sáng tạo
Is Vinacafe really natural?
5Private & Confidential – Copyright eBrand Co., Ltd 2009
6. Big brand without any strong perception in
consumer's mind
Where Bavi Milk and Nutifood in consumer mind?
7. Big brand without any strong perception in
consumer's mind
7Private & Confidential – Copyright eBrand Co., Ltd 2009
8. Big brand without any strong perception in
consumer's mind
How about this guy? How
many percent consumer
talking about them?
11. Launching new product without any strategy to
build brand perception
Description of the
contents
Sony
So, How many brands do launching campaign like them?
12. Strong brand which boring with Social media and
they did think longer…
What do you think about them?
13. Brands' expectation
Hold on a huge of
loyalty consumers
Directly brand value can
communicate get into
with consumer consumer's
without any social perception
platform Brands'
expectation
Listening long term
consumer inside commitment to
build a strong
brand
Increasing new
consumer via
WOM
13Private & Confidential – Copyright eBrand Co., Ltd 2009
25. 2. PLATFORM DEVELOPMENT
Realizing your platform. Don’t leave your technical
team alone at this Step. Don’t leave your valuing
concept uselessly.
• Identify highly used features
1
• Develop a functional specification
2
• Wireframe the platform
3
26. 3. INCEPTION
While your technical team developing the platform, you got
jobs to do with very first members before the
community platform being established.
Teasing Activation Prompting Interaction
27. 4. ESTABLISHMENT
After a long road, now you have a … baby community.
Everything seems just started.
This is the first step
Events and
Content
activities
production
organization
Community
Tactics
activities
implementation
integration
28. 5. MATURITY
From junior to senior community
• You also need to worry about the return on investment here.
Optimize social density of the platform
Steer the direction of the community in
desirable areas
Ensure the community is influential within its
sector
Optimize the newcomer to regular conversion
ratio
Optimize the community platform
Establish clear goals and vision for the
community.
29. How does a Online
Community work?
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30. Community
platform with
exclusive content
and interesting
activities
36. Conclusions
What benefits for
community members?
What benefits for
brand?
Customer Relationship
Advertising & Communication Generate leads and
Incomes
36Private & Confidential – Copyright eBrand Co., Ltd 2009
37. Conclusions
How to build an
Online Community
5. Maturity
How does an Online
4. Establishment
3. Inception
2. Platform
Community work?
Development
1. Planning
Community
platform with
exclusive content
and interesting
activities
37Private & Confidential – Copyright eBrand Co., Ltd 2009
38. Please tell us your considerations and get more
advises from our professional consultants
Pham Lan Khanh - Account Manager
Email : khanhpl@ebrand.vn
Trần Nguyễn Anh Thư – Senior Account Executive
Email: Thutna@ebrand.vn
eBrand Co,.Ltd
Add: 339/46 Le Van Sy, Ward 13, District 3, HCMC, Vietnam
Tel: (08) 6272 6462 - 3526 4554
Website: www.ebrand.vn
38Private & Confidential – Copyright eBrand Co., Ltd 2009
Notas del editor
1. Learning - User Group’s provide a unique opportunity for people to learn from their peers.2. Networking – The opportunity to network and make new connections with industry peers, make new friends is endless.3. Sharing Experiences – Most human beings love to share and highlight their expertise and knowledge. During most community meetings, members share their challenges and experiences with each other.4. Job Opportunities – Many a door has opened up due to new contacts made via the community.5. Meeting Experts - Typical user group meetings feature an expert speaker who shares knowledge among the community members.6. Solutions to Problems - Community members are very helpful in helping one another. Most user group sites feature an online forum enabling interactions between members.7. Free Giveaways – Communities are magnets for various vendors and most meetings often have giveaways for their members.
Identify highly used features in similar communities.Develop a functional specification (only include the essential features in the beginning (e.g. discussion boards). Wireframe the platform (make sure the latest activity is above the fold on the landing page of the community).Select a vendor (use previous examples of active communities they have developed with plenty of referrals and develop the plat-form.
Teasing about your coming community.Activating your potential member desire that coming community will bring to them. Initiate discussions on topics highlighted in the audience analysis.Individually prompt members (active and inactive) to participate in the community.Individually interact and build relationship with the early members.Move the community to the new platform.
At the very first step, you have to direct interact with key members.As the community grows, you shift from direct interactions to macro-level activities.Write content about the communityOrganize regular events and activitiesRecruit your first volunteerInitiate referral techniqueImplement sense of community tactics. Integrate community activities with the organizationAll of your action at this step aim to: 30% of growth and activity being initiated by members.Develop a sense of community. The next step: Maturity