If our service/product is not “big” enough, let’s build community about something BIGGER
misunderstand #2Brand 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
The spirit of Brand Community is theconnection between userswho are using the same product/service
misunderstand #3Brand Community have to be a lot of user
misunderstand #4Brand Community is Sales & Marketing Strategy It’s a Business Strategy
“Your brand is not a logo, a color scheme or a slogan. Your brand is your reputation.Its what people think and feel about your business.” (not me saying this)
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…)
Let’s buildCHOOSING PLATFORM1. Build your own Platform2. Choose an existing Platform
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
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.
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.