BRAND COMMUNITY & CUSTOMMER LOYALTY

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Community is a group of people talking/sharing about their interest attached to something & “something” in this case is your brands/products/services.

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BRAND COMMUNITY & CUSTOMMER LOYALTY

  1. 1. BRAND COMMUNITY<br />& CUSTOMMER LOYALTY<br />
  2. 2. Hieu Nguyen<br />about me<br />Present: Digital Media Director @ RingierAG<br />Past Perfect: Sony, Yahoo!, VON, Y&R, wunderman...<br />
  3. 3. this is Rambutan<br />
  4. 4.
  5. 5.
  6. 6.
  7. 7.
  8. 8. the owner <br />He have:<br /><ul><li>6 (ha) of rembutan
  9. 9. Profit:1.000.000.000đ/year</li></ul> Very successful farmer<br />
  10. 10. the rambutan<br /><ul><li>It took 4-6 years to harvest the first season
  11. 11. We can harvest in 10-15 years</li></ul> No one cut off the tree after the first season.<br />
  12. 12. but we do<br />cut off the tree after the first season<br />
  13. 13. online activities highlight<br />Close Up! – Tim EmNoiDau<br />Online & Offline Campaign<br />
  14. 14. online activities highlight<br />Dove – 10.000 beauties before 9AM<br />Online & Offline Campaign<br />
  15. 15. online activities highlight<br />Sony Ericsson – Viral Video<br />
  16. 16. online activities highlight<br />Ford – Viral Video<br />
  17. 17. This is so Wrong!<br />
  18. 18. Brand Community<br />what is it?<br />
  19. 19. brand community/brændkəmju:niti/<br />a group of people talking/sharing about their interest attached to something & “something” in this case is your brands/products/services.HieuNguyen – Dec 2009<br />
  20. 20. they want to buy your product<br />
  21. 21. they are using your product<br />
  22. 22. they hate you<br />your brand/your company<br />
  23. 23. they don’t care<br />(but they was there)<br />
  24. 24. love<br />using<br />hate<br />don’t care<br />?<br />
  25. 25. love<br />using<br />hate<br />don’t care<br />
  26. 26. this is brand community<br />
  27. 27. misunderstanding<br />
  28. 28. misunderstand #1<br />It’s not always about<br />your company/your product/your service<br />
  29. 29. &<br />the art of<br />Community Building<br />the art of<br />Brand Building<br />
  30. 30. Your customer spend<br />large amount of time/money<br />using your service/product<br />
  31. 31. Your customer spend<br />large amount of time/money<br />using your service/product<br />
  32. 32. Ok! What if my<br />company’s product is...<br />toothpick?<br />
  33. 33. Are we dead?<br />No!<br />If our service/product is not “big” enough,<br />let’s build something BIGGER<br />
  34. 34. Red Bull<br />they are not building “energy-drink-community”<br />they build “extreme-sport-community”<br />
  35. 35. and they are very successful<br />
  36. 36. Let’s build something<br />bigger. How about<br />cuisine?<br />
  37. 37. or...<br />art by toothpick?<br />
  38. 38. If our service/product is not “big” enough,<br />let’s build community about <br />something BIGGER<br />
  39. 39. misunderstand #2<br />Brand Community ≠ Brand Followers<br /><ul><li>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:
  40. 40. PR
  41. 41. CRM
  42. 42. Brand Community is a group of user join your community to talk and interact with others customers. It’s good for:
  43. 43. Everything</li></li></ul><li>The spirit of Brand Community is the<br />connection between users<br />who are using the same product/service<br />
  44. 44. misunderstand #3<br />Brand Community have to be a lot of user<br />
  45. 45. misunderstand #4<br />Brand Community is Sales & Marketing Strategy<br /> It’s a Business Strategy<br />
  46. 46. “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 />(not me saying this)<br />
  47. 47. how to build<br />a Brand Community<br />
  48. 48. Join them<br />no matter where they are<br />
  49. 49.
  50. 50.
  51. 51.
  52. 52. now!<br />let’s build your own<br />
  53. 53. Elements to Build a Brand Community<br /><ul><li>Customer ↔ Customer
  54. 54. A place to share(how they feel, articles, photo, video, vote...)
  55. 55. A place to connect
  56. 56. Brand ↔ Customer
  57. 57. To announce(blog, bulletin board)
  58. 58. To inform(email marketing, RSS,…)
  59. 59. To study(blog, photo gallery, podcast , webcast…)</li></li></ul><li>Let’s build<br />CHOOSING PLATFORM<br />Build your own Platform<br />Choose an existing Platform<br />
  60. 60. 1st way – Build your own Platform<br />
  61. 61. http://community.wacom.com<br />
  62. 62. Result<br />in 01 month<br /><ul><li>Artists shared 2,200 art works;
  63. 63. Traffic: 671,000 UV;
  64. 64. Email list increased 2,000;
  65. 65. Sales increased 150%;</li></ul>http://community.wacom.com<br />
  66. 66. 1. Build your own Platform<br />Advantages<br /><ul><li>Fully customize as you want</li></ul>Disadvantages<br /><ul><li>Take time to educate users how to use
  67. 67. More cost for advertising your community
  68. 68. Maintenance cost.</li></li></ul><li>2nd wayUse existing Platforms<br />
  69. 69. How many platform we have?<br />
  70. 70. How many platform we have?<br />
  71. 71. In Vietnam<br />
  72. 72. My Recommendation<br />+<br />+<br />
  73. 73. 2nd way – Use existing Platform<br />Advantages<br /><ul><li>People already familiar with existing platform
  74. 74. Easier to recruit more members
  75. 75. No maintenance/development cost</li></ul>Disadvantages<br /><ul><li>Limited customization
  76. 76. No support</li></li></ul><li>How to Engage?<br />Rule of engagement<br />
  77. 77. Rule of Engagement<br /><ul><li>DO NOT SPAM – everyone hates spam.
  78. 78. Don’t limit yourself.(in just build 1 or Two communities).
  79. 79. You can Build (your own) & Buy (sponsor) & Join existing communities.</li></li></ul><li>Rule of Engagement<br /><ul><li>Listen to them you know what they want.
  80. 80. Talk to them – give them good contents
  81. 81. Interact with them – show your responsibility.
  82. 82. Inspire them to share their opinions (both good & bad), interact with others.</li></li></ul><li>Rule of Engagement<br />
  83. 83. Rule of Engagement<br />“A community of the people, by the people, for the people.”<br />
  84. 84. It should grown like this:<br />Read<br />
  85. 85. It should grown like this:<br />Join<br />Read<br />
  86. 86. It should grown like this:<br />Connect<br />Join<br />Read<br />
  87. 87. It should grown like this:<br />Share<br />Connect<br />Join<br />Read<br />
  88. 88. SOME DAY, THEY WILL TELL YOU<br />I ♥ YOUR BRAND<br />
  89. 89. THANK YOU, AND I ♥ YOU!<br />NGUYEN NGOC HIEU<br />ngochieu.com<br />

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