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

AGENDA

1. About us in 2 mins

2. Topic decode

3. Online Community Building explorer

4. Raise your glass

• 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

• 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

• 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

• 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

• 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?

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

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

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

• 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)

SOME EXAMPLES ABOUT ONLINE COMMUNITIES

And more...

• 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

YOU SHOULD KNOW MORE ABOUT THIS APPROACH

• 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

• 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

Sprint Feverbee event (Oct)

THE WORLD TRENDS CONFIRMATION

Linc 2014 event (May 2014)

We are inspired and influenced by

FeverBee's SPRINT

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

• 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?

• 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

• 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

SOME PICTURES ABOUT EBRAND

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http://www.youtube.com/user/eBiiChannel