E brand ocb introduction_1611

Online Community Building Introduction

• Brands' situation

• Brands' expectation

Agenda

Brand Analytic

s

• What is Online Community Building (OCB)

• What benefit OCB bring back to brand?

• How to build an Online Community

OCB Solution

• How does a community work?

• Online Community Case-studies

• Conclusion

OCB Solution

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Brand Analysis

Brands' situation

Strong brand but bored with Social Media

Non-stop battle

Big brand without any strong perception in consumer's mind

Launching new product without any strategy to build brand perceptionLosing position in market

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2

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4

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Khơi nguồn sáng tạo

Is Vinacafe really natural?

Café cho phái mạnh


Where Bavi Milk and Nutifood in consumer mind?


How about this guy? How many percent consumer

talking about them?

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Non-stop battle

Who will be the winner?

Losing position in market

Do they want to improve?

Launching new product without any strategy to build brand perception

Description of the contents

Sony

So, How many brands do launching campaign like them?

Strong brand which boring with Social media and they did think longer…

What do you think about them?


brand value can get into consumer's perception

Listening consumer inside

long term commitment to build a strong brand

Increasing new consumer via WOM

Directly communicate with consumer without any social platform

Hold on a huge of loyalty consumers

Brands' expectation

Brands' expectation


Online Community Building Solution

What’s an Online Brand

Community?


What benefits for brand when own a huge of Online Community?

Create a strong Customer Relationship


FREE Advertising & Communication


Generate Leads and Incomes


And More…

Why their consumers join in an Online Community?

1. Learning

2. Networking

3. Sharing Experiences

4. Job Opportunities5. Meeting Experts

6. Solutions to Problems

7. Free Giveaways

How to build an Online Community


1. Planning

2. Platform Development

3. Inception

4. Establishment

5. Maturity

Community Development process


Planning

1.1 Objective

1.2 Expectati

on

1.3 Audience Analysis

1.4 Conceptualization

1. PLANNING

Realizing your platform. Don’t leave your technical team alone at this Step. Don’t leave

your valuing concept uselessly.

2. PLATFORM DEVELOPMENT

1• Identify highly used

features

2• Develop a

functional specification

3 • Wireframe the platform

While your technical team developing the platform, you got jobs to do with very first members before

the community platform being established.

3. INCEPTION

Teasing

Activation

Prompting

Interaction

After a long road, now you have a … baby community.Everything seems just started.

This is the first step

4. ESTABLISHMENT

Content production

Events and activities

organization

Tactics implementat

ion

Community activities

integration

From junior to senior community

• You also need to worry about the return on investment here.

5. MATURITY

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.


How does a Online Community work?

Community platform with

exclusive content and interesting

activities


Sexual Education Community of Tampax (P&G) and Kotex


Foods and beverage community


Cosmetic and perfume community


Hi-Class cars Community


Conclusions

What benefits for brand?

What benefits for community members?

Customer Relationship

Advertising & Communication Generate leads and Incomes


How to build an Online Community

How does an Online Community work?

1. Planning

2. Platform Development

3. Inception

4. Establishment

5. Maturity

Community platform with

exclusive content and interesting

activities

Conclusions


Please tell us your considerations and get more advises from our professional

consultants

Pham Lan Khanh - Account ManagerEmail : [email protected]ần Nguyễn Anh Thư – Senior Account ExecutiveEmail: [email protected]

eBrand Co,.LtdAdd: 339/46 Le Van Sy, Ward 13, District 3, HCMC, VietnamTel: (08) 6272 6462 - 3526 4554 Website: www.ebrand.vn

mailto:[email protected]

mailto:[email protected]

http://www.ebrand.vn/

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