Building Customer Loyalty Through Branded Community

BRAND COMMUNITY & CUSTOMMER LOYALTY

Hieu Nguyen Present : 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 re m butan
P rofit: 1 .000.000.000 đ /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 do cut 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 Community what 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 you your 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 #1 It’s not always about your company/your product/your service

the art of Community Building the art of Brand Building &

Your customer spend large amount of time/money using your service/product

Ok! What if my company’s product is... toothpick?

Are we dead? No! If our service/product is not “big” enough, let’s build something BIGGER

Red Bull they are not building “energy-drink-community” they build “extreme-sport-community”

and they are very successful

Let’s build something bigger. 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 #2 Brand Community ≠ Brand Followers

The spirit of Brand Community is the connection between users who are using the same product/service

misunderstand #3 Brand Community have to be a lot of user

 It’s a Business Strategy misunderstand #4 Brand 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 build a Brand Community

Join them no 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 build CHOOSING PLATFORM
Build your own Platform
Choose an existing Platform

1 st way – Build your own Platform

http://community.wacom.com

http://community.wacom.com Result in 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

2 nd way Use existing Platforms

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
2 nd 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.”

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