Building customer loyalty through branded community

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This presentation is made by Hieu Nguyen, Digital Media Director at Ringier AG.

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Building customer loyalty through branded community

  1. 1. BRAND COMMUNITY& CUSTOMMER LOYALTY
  2. 2. about me Hieu Nguyen Present: Digital Media Director @ Ringier AG Past Perfect: Sony, Yahoo!, VON, Y&R, wunderman...
  3. 3. this is Rambutan
  4. 4. the ownerHe have:• 6 (ha) of rembutan• Profit: 1.000.000.000đ/year Very successful farmer
  5. 5. 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 afterthe first season.
  6. 6. but we docut off the tree after the first season
  7. 7. online activities highlight Close Up! – Tim Em Noi Dau Online & Offline Campaign
  8. 8. online activities highlight Dove – 10.000 beauties before 9AM Online & Offline Campaign
  9. 9. online activities highlight Sony Ericsson – Viral Video
  10. 10. online activities highlight Ford – Viral Video
  11. 11. This is so Wrong!
  12. 12. Brand Community what is it?
  13. 13. brand community/brænd kəmju:niti/a group of people talking/sharing about their interest attached tosomething & “something” in this case is yourbrands/products/services.Hieu Nguyen – Dec 2009
  14. 14. they want to buy your product
  15. 15. they are using your product
  16. 16. they hate youyour brand/your company
  17. 17. they don’t care(but they was there)
  18. 18. love using hate don’t care ?
  19. 19. love using hate don’t care
  20. 20. this is brand community
  21. 21. misunderstanding
  22. 22. misunderstand #1It’s not always aboutyour company/your product/your service
  23. 23. the art ofBrand Building & the art of Community Building
  24. 24. Your customer spendlarge amount of time/money using your service/product
  25. 25. Your customer spendlarge amount of time/money using your service/product
  26. 26. Ok! What if mycompany’s product is... toothpick?
  27. 27. Are we dead?No!If our service/product is not “big” enough,let’s build something BIGGER
  28. 28. Red Bullthey are not building “energy-drink-community” they build “extreme-sport-community”
  29. 29. and they are very successful
  30. 30. Let’s build something bigger. How about cuisine?
  31. 31. or...art by toothpick?
  32. 32. If our service/product is not “big” enough, let’s build community about something BIGGER
  33. 33. misunderstand #2Brand Community ≠ Brand Followers• 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
  34. 34. The spirit of Brand Community is theconnection between userswho are using the same product/service
  35. 35. misunderstand #3Brand Community have to be a lot of user
  36. 36. misunderstand #4Brand Community is Sales & Marketing Strategy  It’s a Business Strategy
  37. 37. “Your brand is not a logo, a color scheme or a slogan. Your brand is your reputation.Its what people think and feel about your business.” (not me saying this)
  38. 38. how to builda Brand Community
  39. 39. Join themno matter where they are
  40. 40. now!let’s build your own
  41. 41. 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…)
  42. 42. Let’s buildCHOOSING PLATFORM1. Build your own Platform2. Choose an existing Platform
  43. 43. 1st way – Build your own Platform
  44. 44. http://community.wacom.com
  45. 45. Resultin 01 month• Artists shared 2,200 art works;• Traffic: 671,000 UV;• Email list increased 2,000;• Sales increased 150%; http://community.wacom.com
  46. 46. 1. Build your own Platform Advantages • Fully customize as you want Disadvantages • Take time to educate users how to use • More cost for advertising your community • Maintenance cost.
  47. 47. 2nd wayUse existing Platforms
  48. 48. How many platform we have?
  49. 49. How many platform we have?
  50. 50. In Vietnam
  51. 51. My Recommendation + +
  52. 52. 2nd way – Use existing Platform Advantages • People already familiar with existing platform • Easier to recruit more members • No maintenance/development cost Disadvantages • Limited customization • No support
  53. 53. How to Engage?Rule of engagement
  54. 54. 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.
  55. 55. 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.
  56. 56. Rule of Engagement
  57. 57. Rule of Engagement “A community of the people, by the people, for the people.”
  58. 58. It should grown like this: Read
  59. 59. It should grown like this: Join Read
  60. 60. It should grown like this: Connect Join Read
  61. 61. It should grown like this: Share Connect Join Read
  62. 62. SOME DAY, THEY WILL TELL YOUI ♥ YOUR BRAND
  63. 63. THANK YOU, AND I ♥ YOU! NGUYEN NGOC HIEU ngochieu.com

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