Better Together: Building a Strong Community Around Your Business

Communities are so much more than “just another brand touchpoint” – they represent a priceless opportunity to connect with your target audience firsthand. Building a solid community gives your customers a very active role in your brand’s ecosystem. Instead of being receivers of your brand message, they can help craft it.

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Social media has amplified the voice of consumers; and more than ever, their feedback is invaluable. This is what you welcome in your community – your target audience talking about your brand and the things that matter to them. This is where they can raise their concerns and you can address them directly.

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I always enjoy attending our mum and baby events, because I get to interact with our mum community in a fun setting, and end up learning so much from and about them. These interactions are in the back of my mind whenever we come up with strategies for theAsianparent. Sometimes, these conversations spin off into new products or campaigns!

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theAsianparent Story

We’ve all heard that it takes a village to raise a child. Well, now that village is online.

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While we’d attained substantial success with theAsianparent.com, it was when we committed to building our parenting community through events, social media groups, and eventually the app, that we experienced exponential growth for the brand.

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Now at close to three million installs, theAsianparent (TAP) app is the hub of our community. What started out primarily as a Q&A platform among parents, supplemented by experts, has since evolved into what we call a “one-stop app” for mums and dads. They can now also access exclusive content and helpful/fun features such as a pregnancy/baby development tracker, nutrition guide, medicine guide, a photo feed with milestone stickers, and so on.