Community Marketing that gives your brand a place people join, trust and recommend
Community marketing builds a space where real customers talk to each other, trust each other and recommend your brand. POP runs its own Pop Mom Community and 108 kgclub every day, builds and runs communities for client brands like S-Mom Club and Ce-Mom Club, and can build one for you.
Community marketing is when a brand builds and runs a space where customers and people who care about the same things gather, talk, ask questions and recommend things to each other. The brand is the host, not the announcer. The difference from advertising is that the voice talking about your brand belongs to members, and a recommendation from someone in the same group carries more weight in a buying decision than anything the brand says about itself.
Who community marketing is for
It fits brands whose customers need trust before they buy, buy repeatedly, or ask someone else before deciding. Mom and baby products, food and nutrition, health, beauty, education, family insurance and finance, hospitals and clinics, and any product people need explained before they feel safe buying it.
It does not fit yet if you need sales this week. A community takes time to earn trust. For an urgent goal, TikTok Ads or Influencer Marketing answer faster, and the community can follow once you have your first customers.
How POP does community marketing
1. Listen before building. We look at what your customers already talk about, where they talk, and what kind of space is missing. Then we decide whether to bring your brand into one of POP’s own communities, such as Pop Mom Community or 108 kgclub, or to build a new community for your brand.
2. Set the concept and the rules. Name, platform, core topics, tone of voice and the rules that make members feel safe enough to tell real stories.
3. Invite the first members. People who care about the topic, not a member count bought with giveaways. The first group sets the mood of the whole community.
4. Host conversations and make content continuously. The community team hosts, answers, runs activities and turns good conversations into short video, such as member interviews, POV clips, quick-fire questions and This or That.
5. Integrate the brand in a way members accept. Product trials, reviews from real members, sponsored content that says it is sponsored, and activities the brand hosts.
6. Report and adjust every month. Member growth, participation, the most-discussed topics and what changes next month.
Communities POP runs today
We do not talk about communities from theory. Our team runs communities every day, both POP’s own and communities we build and run for clients.
POP’s own communities
Pop Mom Community is a community of modern Thai moms who talk about everything from pregnancy and raising children to looking after themselves. Content made in this community includes street interviews with moms in Siam, POV clips of mom life, activities such as running with your kids and mom-and-child yoga, and the “Yok Kai Term Jai” meetup that brings moms together in person.
108 kgclub is a Self Love & Wellness community for people who care about health, exercise and looking after themselves. Its content includes quick questions put to people at the City Run event, Fit Check clips and the atmosphere from events.
Communities POP builds and runs for clients
S-Mom Club and Ce-Mom Club are mom communities that belong to our clients. POP sets the concept, hosts the conversations and produces the content for them every day.
S-Mom Club focuses on child development and health questions, from a first-time mother’s fears and C-section recovery to the things moms and dads disagree on and the signs that mean a child should see a doctor. The content is short video that answers moms’ questions plainly, mixed with lighter clips like Tier list, mom edition and Dads versus Moms.
Ce-Mom Club is a community for parents of babies and toddlers that follows every step of a child’s growth. First swim, first time on grass, first day of school, and the questions about feeding little ones, such as a picky eater or when a baby can start eating what.
These two communities belong to our clients, so we do not open them to other brands. They are examples of what POP can build and run for a brand.
If your brand fits Pop Mom Community or 108 kgclub, we can bring it to those communities’ members. If it does not, we build and run a new community for your brand from the ground up, the way we do for our clients.
How it differs from influencer marketing
Influencer marketing pays people who already have an audience to talk about your brand for a period of time. When the campaign ends, attention usually drops with it. Community marketing builds a space where the brand owns the relationship. Members stay, keep talking and keep recommending after any campaign ends. The two work together, and we often use creators to bring the first people into a community. The full comparison is in Community marketing vs influencer marketing.
How to start
Call us. The number is on the button at the top of this page, or tap to call from the contact page. The first conversation is free with no commitment. We ask about your product, your customers and your goals, then tell you plainly whether your brand fits one of POP’s own communities, whether we should build a new one for you, or whether to hold off for now. After that we send a proposal with the scope of work.
What's included
Community concept and rules
Audience, name, platform, core topics, tone of voice and the rules that make members feel safe enough to tell real stories.
Daily community management
Hosting conversations, answering questions, handling conflict, screening new members and keeping threads alive without waiting for the brand to post.
Short video made with members
Member interviews, POV clips, quick-fire questions, This or That and real-experience stories for TikTok, Instagram and Facebook.
Online and offline activities
Workshops, classes and meetups that bring members together in person, with the atmosphere captured as content.
Brand integration members accept
Product trials, reviews from real members and sponsored content that says plainly it is sponsored.
Monthly community health report
Member growth, participation, the most-discussed topics, the content that got shared and what changes next month.
Frequently asked questions
What is community marketing?
Community marketing is when a brand builds and runs a space where customers and people with a shared interest talk, ask and recommend things to each other, with the brand as the host. The goal is trust and word of mouth that comes from members rather than from the brand's ads.
How is community marketing different from influencer marketing?
Influencer marketing pays people who already have an audience to talk about your brand for a period of time. Community marketing builds a space where the brand owns the relationship with members, and that relationship continues after any campaign ends. The two work together, and we often use creators to bring in the first members.
How is it different from running a page or our own Facebook group?
A page is the brand talking one way. A group with no one running it usually goes quiet on its own. Community marketing has a team that hosts, answers, runs activities and turns real conversations into content, so members have a reason to come back.
Which businesses fit community marketing?
Brands whose customers need trust before buying, buy repeatedly or ask someone else before deciding. Mom and baby, food and nutrition, health, beauty, education, family insurance and clinics are typical. If you need sales this week, advertising answers faster.
Which platform do you use?
It depends on where your customers already spend time. Facebook groups suit long question-and-answer threads, TikTok and Instagram grow a community through short video, and group chats suit the core members. We usually combine more than one.
How long until we see results?
The first months lay the foundation and gather the first members. What you see first is the quality of conversation and the questions members ask each other. Word of mouth and sales impact follow once members trust the space. We do not promise a fixed timeline, because it depends on the product and where each brand starts.
How much does a community marketing agency cost?
A monthly fee based on scope, such as the number of platforms, the volume of content and the activities. POP Agency's starting budget, as shown on this site, is 50,000 baht. For the scope that fits your brand, call us first and we will send a proposal.
How do you measure it?
Member growth, the share of members who come back to talk again, the most-discussed topics, the content members share on and, once the brand is integrated, trials, reviews and sales that come from the community. All of it is in the monthly report.
How do we start?
Call us. The first conversation is free with no commitment. We ask about your product, your customers and your goals, then tell you plainly whether your brand fits one of POP's own communities, such as Pop Mom Community or 108 kgclub, whether we should build a new one for you, or whether to hold off on a community for now.
