Community and Social Media have risen dramatically during the the past year and are the “buzz terms” within corporate suites and their advertising agency partners. Community and Social Media have become important in every brands’ 360-degree strategy, however the roles of community and social should be clarified to reflect the differences in each realisticly.

1. IS YOUR SOCIAL MEDIA PLAN “TOO SERIOUS”?
LET’S BUILD ONLINE COMMUNITIES

2. AGENDA
1.About us in 2 mins
2.Topic decode
3.Online Community Building explorer
4.Raise your glass

3. •eBrand Vietnam (www.ebrand.vn)
•We love Digital < Real Engagement < Real purchase transactions
•We devote to explore and build up models rather than tactical moves
ABOUT US AND TOPIC DECODE

4. •YES = Enemies, NO = Potential clients
•The title of the presentation leads us to the major point of this conversation "Building Online Community“
•First of all let's agree some points link to Social Media
TODAY TOPIC

5. •Social Media not equal Facebook
•Social Media not equal Facebook
•Social Media not equal Facebook
•And digital world is wide beyond Social Media
FIRST OF ALL LET'S AGREE SOME POINTS

6. •Online Communities covered the Digital Plan
•2009 -2011: The years of Communities
•End of 2011 until early this year: The sunshine of Facebook
•If it is “too” serious, what’s now?
ONCE UP THE TIME ONLINE IN VIETNAM WITHOUT FACEBOOK

7. •Definition of Online Community
•This term changed in couple of years until now (in Vietnam)
•Some examples about Online Communities
•Good news in Vietnam
•You should know more about this approach
WHAT IS ONLINE COMMUNITY AND THE JOB OF BUILDING ONLINE COMMUNITY?

8. DEFINITION OF ONLINE COMMUNITY
An online community is a virtual community whose members interact with each other primarily via the Internet. Those who wish to be a part of an online community usually have to become a member via a specific site.
To us, Building Online Community is not only a Platform, that’s an Integrated approach
in long-term vision

9. Open Social Network(e.g., Facebook, LinkedIn)
Owned Online Community(e.g., Apple Support)
Connections: Driven by relationships
Connections: Driven by interests
Design and Content: Standardized user experience: one size fits all. Noisy user- generated activity streams.
Design and Content: Engineered user experience with content constructs. Can include tailored activity streams.
Profiles: User-disclosed information
Profiles: Combination of sourced and user-disclosed information
Data: Limited to no access to member data
Data: Ability to own and analyze member activity

10. Business Area
Illustrative Online Community Benefits
Sales and Marketing
•Sales enablement: higher win rates
•Improved marketing campaign development, effectiveness and amplification
•Customer advocacy and product/service affinity
•Improved natural search engine and social media optimization (brand and products/services)
•Real-time market research and consumer intelligence
•Increased channel presence, Web sales and referrals
Customer Service
•Decreased volume of inbound support calls
•Improved customer self-service/first-time resolution
•Higher customer retention
•Increased customer satisfaction
•Ongoing customer support and engagement
•Customer service agent collaboration/knowledge sharing
Product Development and Customer Intelligence
•Accelerated time to revenue
•Customer-driven product innovation and insights
•Increase in feedback and ideas from customers·Knowledge retention

12. •Infrastructure for platforms (aka technologies) with high integration
•Higher maturity of Internet using, activate Smart devices
•Devices cut down the time of engaging (The faster they can be satisfied as well as unsatisfied)
•It’s time to revisit your arrangement
THIS TERM TRANSFORMED IN COUPLE OF YEARS UNTIL NOW (IN VIETNAM)

13. SOME EXAMPLES ABOUT ONLINE COMMUNITIES
And more...

14. •Start from platforms providers, they are ready with very affordable price
•Maturity of the Internet users; it's time to turn back to the highway
•Brands revisit long-term development strategy
•Support from Mobile trends
•The ecosystem have been fulfilled
GOOD NEWS IN VIETNAM

15. YOU SHOULD KNOW MORE ABOUT THIS APPROACH

16. •Types of community
•Processes of management: Flow of content, Team Structure, Activities Mechanism, Growth roadmap, Performance analysis...
•Platforms integration
•Plans, Guidelines, Triggers vs. Actions
•Harvest plans
•Other plans
ONLINE COMMUNITY BUILDING DEALS WITH MODELS AND PROCESSES

17. •Loyalty building
•Data-mining (quite-big data, big data)
•Gamification applying
•Database marketing
•CRM
•Or All integrated
MANY THINGS ARE OLD BUT SERVERAL THINGS ARE STILL VERY FRESH TO THIS MARKET

18. Sprint Feverbee event (Oct)
THE WORLD TRENDS CONFIRMATION
Linc 2014 event (May 2014)
We are inspired and influenced by
FeverBee's SPRINT

19. Utilize platforms matching brand’s needs (Lithium, Yammer, Jive, Teligent, Socious, Ning, HigherLogic, Vbulletin, Drupal Commons, Vanilla Forums, and many more are all better platforms than you will develop)
Socialize the content, don’t be trapped by heavy-content- driven
Grow step by step, build the strong kernel
Work with a well structured team of know-how-to-live-with- and-grow-the-community
COMMON RIGHT-S OR NOT-RIGHT-S

20. •Raise your glass to say YES to this approach
•Last but not least, this market needs standards for Building Online Communities. The request from client side vs. the responsibilities from agency side
•eBrand and our partners have strong belief to grow this market
SO, WHAT’S NEXT?

21. •It's beyond an element (or platform). It's an integrated approach
•This approach will be supported strongly by the other elements of the digital ecosystem
•Brand can engage with users in your-brand-way rather than in a Facebook-way (or something's way)
•It's your choice to start but let's think about how to restart if we can
IN SUMMARY, ONLINE COMMUNITY TERM CAN BE DECODED

22. •http://www.7summitsagency.com/the_benefits_of_creating_an_online_community
•http://www.slideshare.net/Phuongbi/vietnam-digital-landscape-update-2013-sep2013mindshare
•http://www.statista.com/statistics/262221/most-visited-social-networks-in-vietnam/
•http://www.zdnet.com/enterprise-online-communities-mature-quantify-value-7000028901/
•http://www.lithium.com/conference/linc2014/
•http://mackwebsolutions.com/2013/08/measuring-community-kpis-social-metrics-community- building/
•http://en.wikipedia.org/wiki/Online_community
•http://the-cma.com/news/the-pros-and-cons-of-branded-communities
CREDITS

23. SOME PICTURES ABOUT EBRAND
Visit our Youtube Channel for more info
http://www.youtube.com/user/eBiiChannel