17. brand community
/brĂŚnd kÉmju:niti/
a group of people talking/sharing about their interest attached to
something & âsomethingâ in this case is your
brands/products/services.
Hieu Nguyen â Dec 2009
36. If our service/product is not âbigâ enough,
letâs build community about
something BIGGER
37. misunderstand #2
Brand Community â Brand Followers
⢠Brand Followers is a group of user join your
community but not interact / or they just interact with
you. Itâs not bad, itâs good for:
⢠PR
⢠CRM
⢠Brand Community is a group of user join your
community to talk and interact with others customers.
Itâs good for:
⢠Everything
38. The spirit of Brand Community is the
connection between users
who are using the same product/service
41. âYour 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.â
(not me saying this)
48. Elements to Build a Brand Community
⢠Customer â Customer
⢠A place to share
(how they feel, articles, photo, video, vote...)
⢠A place to connect
⢠Brand â Customer
⢠To announce
(blog, bulletin board)
⢠To inform
(email marketing, RSS,âŚ)
⢠To study
(blog, photo gallery, podcast , webcastâŚ)
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 â 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 â everyone hates spam.
⢠Donât 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 ď you know what they want.
⢠Talk to them â give them good contents
⢠Interact with them â show your responsibility.
⢠Inspire them to share their opinions (both good & bad),
interact with others.