is your social media plan too serious shall we build online community
DESCRIPTION
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.TRANSCRIPT
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IS YOUR SOCIAL MEDIA PLAN “TOO SERIOUS”?LET’S BUILD ONLINE COMMUNITIES
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AGENDA
1. About us in 2 mins
2. Topic decode
3. Online Community Building explorer
4. Raise your glass
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• 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
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• 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
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• 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
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• 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
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• 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?
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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
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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
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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
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• 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)
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SOME EXAMPLES ABOUT ONLINE COMMUNITIES
And more...
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• 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
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YOU SHOULD KNOW MORE ABOUT THIS APPROACH
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• 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
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• 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
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Sprint Feverbee event (Oct)
THE WORLD TRENDS CONFIRMATION
Linc 2014 event (May 2014)
We are inspired and influenced by
FeverBee's SPRINT
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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
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• 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?
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• 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
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• 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
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SOME PICTURES ABOUT EBRAND
Visit our Youtube Channel for more info
http://www.youtube.com/user/eBiiChannel
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