BUILDING CONSUMER LOYALTYTHROUGH BRANDED COMMUNITY<br />
5s ABOUT MEHieu Nguyenpresent: Digital Media Director @ Ringier Vietnampast perfect: Dizatec, Sony, VON, Y&R, Yahoo!<br />
WARM UP!LET’S MAKE SOME DEALS<br />
DEAL #1<br />THIS IS ADISCUSSIONTHIS IS NOT A CLASS<br />
DEAL #2 / ABOUT SOCIAL MEDIA<br />MAKE SURE WE ALL KNOW WHAT IS:FACEBOOK / TWITTER / FLICKR / YOUTUBE / BLOG<br />
DEAL #3<br />WE TALK ABOUTBRANDINGNOT SALES / NOT ADVERTISING / …<br />
OUR TARGET IS GET PEOPLELOVE OUR BRANDNOT TO INSCREASE SALES / NOT TO RECEIVE ADVERTISING AWARD / …<br />DEAL #3<br />
DEAL #4<br />NO AGENCY!LET’S KICK ALLAGENCY GUYS OUT OF THE DOOR!<br />
J/K <br />
BENEFITS OFBRAND COMMUNITIES<br />WHY WE NEED A COMMUNITY?<br />
brand community/brændkəmju:niti/a group of people talking/sharing about their interest attached to something & “something”...
WHY IT IS SOIMPORTANT?<br />
LET’S IMAGINEyour business is about a cars…<br />
#1.BEHIND ROOM IS A GROUP OF PEOPLEWHO WANT TO BUY YOUR PRODUCT (CARS)<br />
#2.LEFT ROOM IS A GROUP OF PEOPLE WHO’S USING YOUR PRODUCTS AND HAPPY WITH THEM (CARS) & DISCUSSING ABOUT THEM EVERYDAY<br />
#3.AHEAD ROOM IS A GROUP OF PEOPLEWHO HATE YOUR PRODUCTS & TALKING BADLY ABOUT THEM.<br />
#4.RIGHT ROOM IS A GROUP OF PEOPLE WHO DON’T CARE ABOUT YOUR PRODUCTS, BUT ALWAYS THERE TO LISTEN TO YOU<br />
#1<br />BUY<br />#2<br />USING<br />#4<br />I DON’T CARE<br />#3<br />HATE<br />
#3<br />HATE<br />#4<br />I DON’T CARE<br />#1<br />BUY<br />#2<br />USING<br />
#1<br />BUY<br />#2<br />USING<br />#4<br />I DON’T CARE<br />#3<br />HATE<br />
THIS IS BRAND COMMUNITY<br />#1<br />BUY<br />#2<br />USING<br />#4<br />I DON’T CARE<br />#3<br />HATE<br />
HOW DO WE BUILDA BRAND COMMUNITY?<br />
Elements TO BUILDA BRAND COMMUNITY<br />
ELEMENTSCUSTOMER & CUSTOMER 1. A PLACE TO SHARE (HOW THEY FEEL, ARTICLES, PHOTO, VIDEO, VOTE…)2. A PLACE TO CONNECTBRAND &...
BUILD YOUR OWNPLATFORM<br />1ST WAY<br />
CASE STUDYWACOM<br />
CASE STUDYWACOM<br />http://community.wacom.com/<br />The Wacom Community<br />Welcome to the Wacom Community. We have bui...
CASE STUDYWACOM<br />http://community.wacom.com/<br />Artists shared 2,200 works, it brought 671,000 unique site visitors,...
ADVANTAGES1. FULLY CUSTOMIZE AS YOU WANTDISADVANTAGES1. TAKE TIME TO EDUCATE USERS HOW TO USE2. MORE COST FOR ADVERTISING ...
2ND WAY<br />USE EXISTINGPLATFORM?<br />
2ND WAY<br />WHAT IS EXISTINGFLATFORM?<br />
2ND WAY<br />EXISTINGFLATFORM IN VIETNAM?<br />
2ND WAY<br />MY RECOMMENDATIONS<br />+<br />+<br />
ADVANTAGES1. PEOPLE ALREADY FAMILIAR WITH EXISTING FLATFORM2. EASIER TO RECRUIT MORE MEMBERS3. NO MAINTAINANCE COST (TECH)...
PLAN YOURBRAND COMMUNITY<br />
DEFINEYOUR USPs<br />UNIQUE SELLING POINT<br />1.<br /><ul><li>Are you the only business of your type?
Which service only provided by you?
What you have and your competitors don’t?
…</li></li></ul><li>DEFINEA STORY<br />2.<br />REASONS WHY STORYTELLING<br />IS SO IMPORTANT TO YOUR COMMUNITY?<br />Story...
OK, LET’S BUILD IT!<br />
BUILD OR BUY?<br />1.<br />
BUILD OR BUY?<br />1.<br />
BUILD OR BUY?<br />1.<br />
TOP RULES<br />2.<br />DO NOT SPAM – everyone hates spam.<br />Do not just build One or Two communities.<br />You can buil...
LISTEN / TALK / INTERACTWITH YOUR COMMUNITIES<br />3.<br />Listen to them, you know what they want.<br />Talk to them, giv...
SPECIALLY FOR<br />GIVE THEM CONTENT<br />3.<br />Send updates regularly to fans.<br />Do NOT send users to your wall<br /...
SPECIALLY FOR<br />GIVE THEM CONTENT<br />3.<br />Send updates regularly to fans.<br />Do NOT send users to your wall<br /...
SPECIALLY FOR<br />GOOD WAY<br />3.<br />
SPECIALLY FOR<br />BETTER WAY<br />3.<br />BEFORE LIKE<br />AFTER LIKED<br />
SPECIALLY FOR<br />GIVE THEM CONTENT<br />3.<br />Send updates regularly to fans.<br />Do NOT send users to your wall<br /...
SPECIALLY FOR<br />GIVE THEM CONTENT<br />3.<br />Send updates regularly to fans.<br />Do NOT send users to your wall<br /...
SPECIALLY FOR<br />CONTEST<br />3.<br />Utilize the viral news feed effect.(Focus on actions: Share, Like, Comment, Post…)...
SPECIALLY FOR<br />SOME IDEAS<br />3.<br />Suggest An Idea.<br />Tag Yourself<br />Post Photo (better with your Product)<b...
GENERAL CONCEPT<br />
GENERAL CONCEPT<br />“A COMMUNITY OF THE PEOPLE, BY THE PEOPLE, FOR THE PEOPLE.”<br />
FINAL (AND BIGGEST) RULE<br />5.<br />GIVE THEM WHAT THEY WANT<br />NOT WHAT YOU WANT!<br />(information, services, produc...
Make them success/convenience when joining our community.
Don’t care anything else.</li></li></ul><li>IT SHOULD BE GROWN LIKE THIS<br />share<br />make friend<br />join<br />read<b...
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Building Consumer Loyaty Through Branded Community

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This is PPT file I prepare for my speech in Vietnam Digital Marketing & Technology Conference 2010.

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Building Consumer Loyaty Through Branded Community

  1. 1. BUILDING CONSUMER LOYALTYTHROUGH BRANDED COMMUNITY<br />
  2. 2. 5s ABOUT MEHieu Nguyenpresent: Digital Media Director @ Ringier Vietnampast perfect: Dizatec, Sony, VON, Y&R, Yahoo!<br />
  3. 3. WARM UP!LET’S MAKE SOME DEALS<br />
  4. 4. DEAL #1<br />THIS IS ADISCUSSIONTHIS IS NOT A CLASS<br />
  5. 5. DEAL #2 / ABOUT SOCIAL MEDIA<br />MAKE SURE WE ALL KNOW WHAT IS:FACEBOOK / TWITTER / FLICKR / YOUTUBE / BLOG<br />
  6. 6. DEAL #3<br />WE TALK ABOUTBRANDINGNOT SALES / NOT ADVERTISING / …<br />
  7. 7. OUR TARGET IS GET PEOPLELOVE OUR BRANDNOT TO INSCREASE SALES / NOT TO RECEIVE ADVERTISING AWARD / …<br />DEAL #3<br />
  8. 8. DEAL #4<br />NO AGENCY!LET’S KICK ALLAGENCY GUYS OUT OF THE DOOR!<br />
  9. 9. J/K <br />
  10. 10. BENEFITS OFBRAND COMMUNITIES<br />WHY WE NEED A COMMUNITY?<br />
  11. 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<br />
  12. 12. WHY IT IS SOIMPORTANT?<br />
  13. 13. LET’S IMAGINEyour business is about a cars…<br />
  14. 14. #1.BEHIND ROOM IS A GROUP OF PEOPLEWHO WANT TO BUY YOUR PRODUCT (CARS)<br />
  15. 15. #2.LEFT ROOM IS A GROUP OF PEOPLE WHO’S USING YOUR PRODUCTS AND HAPPY WITH THEM (CARS) & DISCUSSING ABOUT THEM EVERYDAY<br />
  16. 16. #3.AHEAD ROOM IS A GROUP OF PEOPLEWHO HATE YOUR PRODUCTS & TALKING BADLY ABOUT THEM.<br />
  17. 17. #4.RIGHT ROOM IS A GROUP OF PEOPLE WHO DON’T CARE ABOUT YOUR PRODUCTS, BUT ALWAYS THERE TO LISTEN TO YOU<br />
  18. 18. #1<br />BUY<br />#2<br />USING<br />#4<br />I DON’T CARE<br />#3<br />HATE<br />
  19. 19. #3<br />HATE<br />#4<br />I DON’T CARE<br />#1<br />BUY<br />#2<br />USING<br />
  20. 20. #1<br />BUY<br />#2<br />USING<br />#4<br />I DON’T CARE<br />#3<br />HATE<br />
  21. 21. THIS IS BRAND COMMUNITY<br />#1<br />BUY<br />#2<br />USING<br />#4<br />I DON’T CARE<br />#3<br />HATE<br />
  22. 22. HOW DO WE BUILDA BRAND COMMUNITY?<br />
  23. 23. Elements TO BUILDA BRAND COMMUNITY<br />
  24. 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…)<br />
  25. 25. BUILD YOUR OWNPLATFORM<br />1ST WAY<br />
  26. 26. CASE STUDYWACOM<br />
  27. 27. CASE STUDYWACOM<br />http://community.wacom.com/<br />The Wacom Community<br />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.<br />(From their homepage)<br />
  28. 28. CASE STUDYWACOM<br />http://community.wacom.com/<br />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.<br />….<br />Now they have 6,100members with averages of: 4.32 minute visits, 21 page views, 6 pieces of content created, and 32 comments to other users’ pages<br />(eroi.com)<br />
  29. 29. ADVANTAGES1. FULLY CUSTOMIZE AS YOU WANTDISADVANTAGES1. TAKE TIME TO EDUCATE USERS HOW TO USE2. MORE COST FOR ADVERTISING YOUR COMMUNITY3. COST O MAINTAIN.<br />
  30. 30. 2ND WAY<br />USE EXISTINGPLATFORM?<br />
  31. 31. 2ND WAY<br />WHAT IS EXISTINGFLATFORM?<br />
  32. 32. 2ND WAY<br />EXISTINGFLATFORM IN VIETNAM?<br />
  33. 33. 2ND WAY<br />MY RECOMMENDATIONS<br />+<br />+<br />
  34. 34. ADVANTAGES1. PEOPLE ALREADY FAMILIAR WITH EXISTING FLATFORM2. EASIER TO RECRUIT MORE MEMBERS3. NO MAINTAINANCE COST (TECH)DISADVANTAGES1. LIMITED CUSTOMIZATION<br />
  35. 35. PLAN YOURBRAND COMMUNITY<br />
  36. 36. DEFINEYOUR USPs<br />UNIQUE SELLING POINT<br />1.<br /><ul><li>Are you the only business of your type?
  37. 37. Which service only provided by you?
  38. 38. What you have and your competitors don’t?
  39. 39. …</li></li></ul><li>DEFINEA STORY<br />2.<br />REASONS WHY STORYTELLING<br />IS SO IMPORTANT TO YOUR COMMUNITY?<br />Story makes your Brand memorable.<br />It brings your Brand to life.<br />Your target market becomes hugely responsive.<br />It positions you as a visionary in your field.<br />
  40. 40. OK, LET’S BUILD IT!<br />
  41. 41. BUILD OR BUY?<br />1.<br />
  42. 42. BUILD OR BUY?<br />1.<br />
  43. 43. BUILD OR BUY?<br />1.<br />
  44. 44. TOP RULES<br />2.<br />DO NOT SPAM – everyone hates spam.<br />Do not just build One or Two communities.<br />You can build & buy & join existing communitiesYou don’t have to Buy it.<br />
  45. 45. LISTEN / TALK / INTERACTWITH YOUR COMMUNITIES<br />3.<br />Listen to them, you know what they want.<br />Talk to them, give them good contents<br />Interact with them, show your responsibility.<br />Inspire them to share their opinions (good & bad)<br />“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.”<br />
  46. 46.
  47. 47. SPECIALLY FOR<br />GIVE THEM CONTENT<br />3.<br />Send updates regularly to fans.<br />Do NOT send users to your wall<br />Change your ads DAILY<br />Think about Cost per fan (CPF), not just CTR or CPC<br />Organize some contests<br />
  48. 48. SPECIALLY FOR<br />GIVE THEM CONTENT<br />3.<br />Send updates regularly to fans.<br />Do NOT send users to your wall<br />Change your ads DAILY<br />Think about Cost per fan (CPF), not just CTR or CPC<br />Organize some contests<br />
  49. 49. SPECIALLY FOR<br />GOOD WAY<br />3.<br />
  50. 50. SPECIALLY FOR<br />BETTER WAY<br />3.<br />BEFORE LIKE<br />AFTER LIKED<br />
  51. 51. SPECIALLY FOR<br />GIVE THEM CONTENT<br />3.<br />Send updates regularly to fans.<br />Do NOT send users to your wall<br />Change your ads DAILY<br />Think about Cost per fan (CPF), not just CTR or CPC<br />Organize some contests<br />
  52. 52. SPECIALLY FOR<br />GIVE THEM CONTENT<br />3.<br />Send updates regularly to fans.<br />Do NOT send users to your wall<br />Change your ads DAILY<br />Organize some contests<br />
  53. 53. SPECIALLY FOR<br />CONTEST<br />3.<br />Utilize the viral news feed effect.(Focus on actions: Share, Like, Comment, Post…)<br />K.I.S.S(Keep it Simple Stupid)<br />Think about Cost per fan (CPF)(not just CTR or CPC)<br />
  54. 54. SPECIALLY FOR<br />SOME IDEAS<br />3.<br />Suggest An Idea.<br />Tag Yourself<br />Post Photo (better with your Product)<br />Treasure Hunt (post a question that answer can find on your FanPage/Website<br />
  55. 55. GENERAL CONCEPT<br />
  56. 56. GENERAL CONCEPT<br />“A COMMUNITY OF THE PEOPLE, BY THE PEOPLE, FOR THE PEOPLE.”<br />
  57. 57. FINAL (AND BIGGEST) RULE<br />5.<br />GIVE THEM WHAT THEY WANT<br />NOT WHAT YOU WANT!<br />(information, services, products, independent consulting…)<br /><ul><li>Attract them by their benefits when joining us.
  58. 58. Make them success/convenience when joining our community.
  59. 59. Don’t care anything else.</li></li></ul><li>IT SHOULD BE GROWN LIKE THIS<br />share<br />make friend<br />join<br />read<br />
  60. 60. SOME DAY, THEY WILL TELL YOU<br />I ♥YOUR BRAND<br />
  61. 61. THANK YOU, AND I ♥YOU!<br />Hieu Nguyen<br />hieu@ringier.vn<br />blog.ngochieu.com<br />
  62. 62. I ♥DISCUSSION<br />Hieu Nguyen<br />hieu@ringier.vn<br />blog.ngochieu.com<br />

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