building customer loyalty through branded community
TRANSCRIPT
BRAND COMMUNITY& CUSTOMMER LOYALTY
Hieu NguyenPresent: Digital Media Director @ Ringier AG
Past Perfect: Sony, Yahoo!, VON, Y&R,
wunderman...
about
me
this is Rambutan
the owner He have:•6 (ha) of rembutan•Profit: 1.000.000.000đ/year
Very successful farmer
the rambutan• It took 4-6 years to
harvest the first season• We can harvest in 10-15
years
No one cut off the tree after the first season.
but we docut off the tree after the first season
online activities highlight
Close Up! – Tim Em Noi Dau
Online & Offline Campaign
online activities highlight
Dove – 10.000 beauties before 9AM
Online & Offline Campaign
online activities highlight
Sony Ericsson – Viral Video
online activities highlight
Ford – Viral Video
This is so Wrong!
Brand Communitywhat is it?
brand community/brænd kəmju:niti/
a group of people talking/sharing about their interest attached to something & “something” in this case is your brands/products/services.
Hieu Nguyen – Dec 2009
they want to buy your product
they are using your product
they hate youyour brand/your company
they don’t care(but they was there)
love using hate don’t care
?
love using hate don’t care
this is brand community
misunderstanding
misunderstand #1It’s not always aboutyour company/your product/your service
the art of
Community Building
the art of
Brand Building
&
Your customer spend
large amount of time/moneyusing your service/product
Your customer spend
large amount of time/moneyusing your service/product
Ok! What if mycompany’s product is...
toothpick?
Are we dead?
No!If our service/product is not “big” enough,let’s build something BIGGER
Red Bullthey are not building “energy-drink-
community”they build “extreme-sport-community”
and they are very successful
Let’s build somethingbigger. How about
cuisine?
or...
art by toothpick?
If our service/product is not “big” enough,
let’s build community about something BIGGER
• Brand Followers is a group of user join your community but not interact / or they just interact with you. It’s not bad, it’s good for:• PR• CRM
• Brand Community is a group of user join your community to talk and interact with others customers. It’s good for:• Everything
misunderstand #2Brand Community ≠ Brand Followers
The spirit of Brand Community is the
connection between userswho are using the same product/service
misunderstand #3Brand Community have to be a lot of user
It’s a Business Strategy
misunderstand #4Brand Community is Sales & Marketing Strategy
“Your brand is not a logo, a color scheme or a
slogan.
Your brand is your reputation.
It's what people think and feel about your business.”
(not me saying this)
how to builda Brand Community
Join themno matter where they are
now!let’s build your own
Elements to Build a Brand Community• Customer ↔ Customer • A place to share
(how they feel, articles, photo, video, vote...)
• A place to connect
• Brand ↔ Customer • To announce
(blog, bulletin board)
• To inform(email marketing, RSS,…)
• To study(blog, photo gallery, podcast , webcast…)
Let’s buildCHOOSING PLATFORM
1. Build your own Platform
2. Choose an existing Platform
1st way – Build your own Platform
http://community.wacom.com
http://community.wacom.com
Resultin 01 month
• Artists shared 2,200 art
works;
• Traffic: 671,000 UV;
• Email list increased 2,000;
• Sales increased 150%;
Advantages•Fully customize as you want
Disadvantages•Take time to educate users how to use
•More cost for advertising your community
•Maintenance cost.
1. Build your own Platform
2nd way
Use existing Platforms
How many platform we have?
How many platform we have?
In Vietnam
My Recommendation
+ +
Advantages•People already familiar with existing platform
•Easier to recruit more members
•No maintenance/development cost
Disadvantages•Limited customization
•No support
2nd way – Use existing Platform
How to Engage?Rule of engagement
• DO NOT SPAM – everyone hates spam.
• Don’t limit yourself.
(in just build 1 or Two communities).
• You can Build (your own) & Buy (sponsor) & Join
existing communities.
Rule of Engagement
• Listen to them you know what they want.
• Talk to them – give them good contents
• Interact with them – show your responsibility.
• Inspire them to share their opinions (both good &
bad), interact with others.
Rule of Engagement
Rule of Engagement
Rule of Engagement
“A community of the people, by the people, for the people.”
It should grown like this:
Read
It should grown like this:
Read
Join
It should grown like this:
Read
Join
Connect
It should grown like this:
Read
Join
Connect
Share
I ♥ YOUR BRANDSOME DAY, THEY WILL TELL YOU
THANK YOU, AND I ♥ YOU!
NGUYEN NGOC HIEUngochieu.com