Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

BRAND COMMUNITY & CUSTOMMER LOYALTY

1,433 views

Published on

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

Published in: Technology, Business
  • Be the first to comment

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 />

×