Marketing, Digital project
Marketing, WEB team
“Thanks to Commune, we swiftly established a thriving community that surpassed all expectations, providing us with a dependable platform for authentic engagement and valuable insights.”
“Thanks to Commune, we swiftly established a thriving community that surpassed all expectations, providing us with a dependable platform for authentic engagement and valuable insights.”
Tungaloy Corporation has been dedicated for over 90 years to the manufacturing and distribution of “cemented carbide tools,” which are tools made from materials as hard as diamonds. Its leading products are cutting tools used for machining metal components, primarily in manufacturing industries. Additionally, its technology is utilized in familiar items such as motorcycle brake pads and ballpoint pens’ metal balls.
Tungaloy has undergone significant transformations, originally operating under the name Toshiba Tungaloy within the Toshiba Group until 2008 when it became part of the IMC Group. While its customers have increasingly shifted towards international markets, domestic manufacturing companies remain crucial clients, representing a significant portion of its sales.
encompassing a spectrum of eight critical systems—from sales negotiation to invoicing. One of their offerings, the ‘BtoB Platform for Invoicing’ is meticulously designed to streamline and digitize invoicing processes between businesses.
Tungaloy Corporation has been dedicated for over 90 years to the manufacturing and distribution of “cemented carbide tools,” which are tools made from materials as hard as diamonds. Its leading products are cutting tools used for machining metal components, primarily in manufacturing industries. Additionally, its technology is utilized in familiar items such as motorcycle brake pads and ballpoint pens’ metal balls.
Tungaloy has undergone significant transformations, originally operating under the name Toshiba Tungaloy within the Toshiba Group until 2008 when it became part of the IMC Group. While its customers have increasingly shifted towards international markets, domestic manufacturing companies remain crucial clients, representing a significant portion of its sales.
encompassing a spectrum of eight critical systems—from sales negotiation to invoicing. One of their offerings, the ‘BtoB Platform for Invoicing’ is meticulously designed to streamline and digitize invoicing processes between businesses.
Tungaloy faced challenges in effectively conveying the appeal of its diverse product range to end-users, as well as in delivering the precise information that users truly desired, such as addressing specific concerns and needs in using cutting tools effectively. Despite its efforts in traditional marketing and events, the company struggled to establish direct connections with end-users and fell short of understanding their evolving needs and preferences. This was particularly evident as they noticed a vibrant exchange of discussions and inquiries among customers in the comments section of their YouTube channel, highlighting the demand for more specialized information and guidance.
To address these challenges, Tungaloy embarked on a digital communication strategy, leveraging its own content creation efforts and utilizing various social media platforms. However, recognizing the limitations of one-way communication, the company wanted to establish a community platform that would facilitate two-way interactions, enabling users to engage in discussions, share insights, and seek advice from peers. This led to the inception of the “Kirikomi” community, dedicated to discussions around cutting tools and machining techniques, whose correct use, surprisingly, is not widely known.
Tungaloy selected Commune as its community platform provider mainly for its rapid deployment capabilities, allowing for the launch of the community within a month. By partnering with Commune, Tungaloy aimed to get access to the expertise of a dedicated community management team, enabling the company to focus on its core operations while ensuring quick and effective strategy implementation.
The establishment of the Kirikomi community exceeded expectations, gathering over 660 members within approximately two months of its launch, with 75% of users logging in regularly.
Furthermore, the community achieved a high engagement rate, with one in four members actively contributing through posts and comments. By providing a platform for users to share experiences, seek advice, and exchange insights, Tungaloy successfully accumulated valuable knowledge within the community, enhancing its understanding of user needs and preferences while fostering a sense of camaraderie among its customer base.
Looking ahead, Tungaloy plans to expand the Kirikomi community further, aiming to double its current membership to around 1,500 within the next year. Additionally, the company intends to create a vibrant and informative space within the community where both customers and Tungaloy’s sales representatives can engage in meaningful discussions, leveraging insights gained for product development and marketing strategies.
