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Brand community

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By Hieu Nguyen (Ringier Digital Marketing Dierector)

By Hieu Nguyen (Ringier Digital Marketing Dierector)

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  • 1. BUILDING CONSUMER LOYALTYTHROUGH BRANDED COMMUNITY
    Hieu Nguyen – Ringier Vietnam
  • 2. 5s ABOUT MEHieu Nguyenpresent: Digital Media Director @ Ringier Vietnampast perfect: Dizatec, Sony, VON, Y&R, Yahoo!
  • 3. WARM UP!LET’S MAKE SOME DEALS
  • 4. DEAL #1
    THIS IS ADISCUSSIONTHIS IS NOT A CLASS
  • 5. DEAL #2 / ABOUT SOCIAL MEDIA
    MAKE SURE WE ALL KNOW WHAT IS:FACEBOOK / TWITTER / FLICKR / YOUTUBE / BLOG
  • 6. DEAL #3
    WE TALK ABOUTBRANDINGNOT SALES / NOT ADVERTISING / …
  • 7. OUR TARGET IS GET PEOPLELOVE OUR BRANDNOT TO INSCREASE SALES / NOT TO RECEIVE ADVERTISING AWARD / …
    DEAL #3
  • 8. DEAL #4
    NO AGENCY!LET’S KICK ALLAGENCY GUYS OUT OF THE DOOR!
  • 9. J/K 
  • 10. BENEFITS OFBRAND COMMUNITIES
    WHY WE NEED A COMMUNITY?
  • 11. brand community/brændkəmju: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 2010
  • 12. WHY IT IS SOIMPORTANT?
  • 13. LET’S IMAGINEyour business is about a cars…
  • 14. #1.BEHIND ROOM IS A GROUP OF PEOPLEWHO WANT TO BUY YOUR PRODUCT (CARS)
  • 15. #2.LEFT ROOM IS A GROUP OF PEOPLE WHO’S USING YOUR PRODUCTS AND HAPPY WITH THEM (CARS) & DISCUSSING ABOUT THEM EVERYDAY
  • 16. #3.AHEAD ROOM IS A GROUP OF PEOPLEWHO HATE YOUR PRODUCTS & TALKING BADLY ABOUT THEM.
  • 17. #4.RIGHT ROOM IS A GROUP OF PEOPLE WHO DON’T CARE ABOUT YOUR PRODUCTS, BUT ALWAYS THERE TO LISTEN TO YOU
  • 18. #1
    BUY
    #2
    USING
    #4
    I DON’T CARE
    #3
    HATE
  • 19. #3
    HATE
    #4
    I DON’T CARE
    #1
    BUY
    #2
    USING
  • 20. #1
    BUY
    #2
    USING
    #4
    I DON’T CARE
    #3
    HATE
  • 21. THIS IS BRAND COMMUNITY
    #1
    BUY
    #2
    USING
    #4
    I DON’T CARE
    #3
    HATE
  • 22. HOW DO WE BUILDA BRAND COMMUNITY?
  • 23. Elements TO BUILDA BRAND COMMUNITY
  • 24. ELEMENTSCUSTOMER & CUSTOMER 1. A PLACE TO SHARE (HOW THEY FEEL, ARTICLES, PHOTO, VIDEO, VOTE…)2. A PLACE TO CONNECTBRAND & CUSTOMER 1. TO ANNOUCE (BLOG, BULLETIN BOARD)2. TO INFORM (EMAIL MARKETING, RSS,…)3. TO STUDY (BLOG, PHOTO GALERRY, PODCAST , WEBCAST…)
  • 25. BUILD YOUR OWNPLATFORM
    1ST WAY
  • 26. CASE STUDYWACOM
  • 27. CASE STUDYWACOM
    http://community.wacom.com/
    The Wacom Community
    Welcome to the Wacom Community. We have built this community for you, the creative, as a thank you for all your support. We hope you find this Community as a place to Create, Connect, and Share all your Work and Tips & Tricks with others. Join the Community below.
    (From their homepage)
  • 28. CASE STUDYWACOM
    http://community.wacom.com/
    Artists shared 2,200 works, it brought 671,000 unique site visitors, increased Wacom’s email list by 2,000 and intimately increased projected sales by 150% in the first month.
    (eroi.com)
  • 29. ADVANTAGES1. FULLY CUSTOMIZE AS YOU WANTDISADVANTAGES1. TAKE TIME TO EDUCATE USERS HOW TO USE2. MORE COST FOR ADVERTISING YOUR COMMUNITY3. COST OF MAINTAIN.
  • 30. 2ND WAY
    USE EXISTINGPLATFORM?
  • 31. 2ND WAY
    WHAT IS EXISTINGFLATFORM?
  • 32. 2ND WAY
    EXISTINGFLATFORM IN VIETNAM?
  • 33. 2ND WAY
    MY RECOMMENDATIONS
    +
    +
  • 34. ADVANTAGES1. PEOPLE ALREADY FAMILIAR WITH EXISTING FLATFORM2. EASIER TO RECRUIT MORE MEMBERS3. NO MAINTAINANCE COST (TECH)DISADVANTAGES1. LIMITED CUSTOMIZATION
  • 35. PLAN YOURBRAND COMMUNITY
  • 36. DEFINEYOUR USPs
    UNIQUE SELLING POINT
    1.
    • Are you the only business of your type?
    • 37. Which service only provided by you?
    • 38. What you have and your competitors don’t?
    • 39.
  • DEFINEA STORY
    2.
    REASONS WHY STORYTELLING
    IS SO IMPORTANT TO YOUR COMMUNITY?
    Story makes your Brand memorable.
    It brings your Brand to life.
    Your target market becomes hugely responsive.
    It positions you as a visionary in your field.
  • 40. OK, LET’S BUILD IT!
  • 41. BUILD OR BUY?
    1.
  • 42. BUILD OR BUY?
    1.
  • 43. BUILD OR BUY?
    1.
  • 44. TOP RULES
    2.
    DO NOT SPAM – everyone hates spam.
    Do not just build One or Two communities.
    You can join existing communitiesYou don’t have to Buy it.
  • 45. LISTEN / TALK / INTERACTWITH YOUR COMMUNITIES
    3.
    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 (good & bad)
    “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.”
  • 46.
  • 47. SPECIALLY FOR
    GIVE THEM CONTENT
    3.
    Send updates regularly to fans.
    Do NOT send users to your wall
    Change your ads DAILY
    Think about Cost per fan (CPF), not just CTR or CPC
    Organize some contests
  • 48. SPECIALLY FOR
    GIVE THEM CONTENT
    3.
    Send updates regularly to fans.
    Do NOT send users to your wall
    Change your ads DAILY
    Think about Cost per fan (CPF), not just CTR or CPC
    Organize some contests
  • 49. SPECIALLY FOR
    GOOD WAY
    3.
  • 50. SPECIALLY FOR
    BETTER WAY
    3.
    BEFORE LIKE
    AFTER LIKED
  • 51. SPECIALLY FOR
    GIVE THEM CONTENT
    3.
    Send updates regularly to fans.
    Do NOT send users to your wall
    Change your ads DAILY
    Think about Cost per fan (CPF), not just CTR or CPC
    Organize some contests
  • 52. SPECIALLY FOR
    GIVE THEM CONTENT
    3.
    Send updates regularly to fans.
    Do NOT send users to your wall
    Change your ads DAILY
    Organize some contests
  • 53. SPECIALLY FOR
    CONTEST
    3.
    Utilize the viral news feed effect.(Focus on actions: Share, Like, Comment, Post…)
    K.I.S.S(Keep it Simple Stupid)
    Think about Cost per fan (CPF)(not just CTR or CPC)
  • 54. SPECIALLY FOR
    SOME IDEAS
    3.
    Suggest An Idea.
    Tag Yourself
    Post Photo (better with your Product)
    Treasure Hunt (post a question that answer can find on your FanPage/Website
  • 55. GENERAL CONCEPT
  • 56. GENERAL CONCEPT
    “A COMMUNITY OF THE PEOPLE, BY THE PEOPLE, FOR THE PEOPLE.”
  • 57. FINAL (AND BIGGEST) RULE
    5.
    GIVE THEM WHAT THEY WANT
    NOT WHAT YOU WANT!
    (information, services, products, independent consulting…)
    • Attract them by their benefits when joining us.
    • 58. Make them success/convenience when joining our community.
    • 59. Don’t care anything else.
  • IT SHOULD BE GROWN LIKE THIS
    share
    connect
    join
    read
  • 60. SOME DAY, THEY WILL TELL YOU
    I ♥YOUR BRAND
  • 61. THANK YOU, AND I ♥YOU!
    Hieu Nguyen
    hieu@ringier.vn
    blog.ngochieu.com
  • 62. I ♥DISCUSSION
    Hieu Nguyen
    hieu@ringier.vn
    blog.ngochieu.com