Building Consumer Loyaty Through Branded Community

9,754 views

Published on

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

0 Comments
4 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
9,754
On SlideShare
0
From Embeds
0
Number of Embeds
8,187
Actions
Shares
0
Downloads
74
Comments
0
Likes
4
Embeds 0
No embeds

No notes for slide

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 />

×