This document discusses how to build consumer loyalty through branded communities. It explains that brand communities are groups of people interested in and discussing a brand's products and services. The document outlines key elements for building a successful brand community, including establishing a place for users to share content, connect with each other, and receive information from the brand. It provides recommendations for using existing social media platforms or building a custom community site. The document emphasizes listening to community members, providing engaging content, and focusing on their wants rather than the brand's goals.

1. BUILDING CONSUMER LOYALTYTHROUGH BRANDED COMMUNITY Hieu Nguyen – Ringier Vietnam

2. 5s ABOUT MEHieu Nguyenpresent: Digital Media Director @ Ringier Vietnampast perfect: Dizatec, Sony, VON, Y&R, Yahoo!

3. WARM UP!LET’S MAKE SOME DEALS

4. DEAL #1 THIS IS ADISCUSSIONTHIS IS NOT A CLASS

5. DEAL #2 / ABOUT SOCIAL MEDIA MAKE SURE WE ALL KNOW WHAT IS:FACEBOOK / TWITTER / FLICKR / YOUTUBE / BLOG

6. DEAL #3 WE TALK ABOUTBRANDINGNOT SALES / NOT ADVERTISING / …

7. OUR TARGET IS GET PEOPLELOVE OUR BRANDNOT TO INSCREASE SALES / NOT TO RECEIVE ADVERTISING AWARD / … DEAL #3

8. DEAL #4 NO AGENCY!LET’S KICK ALLAGENCY GUYS OUT OF THE DOOR!

9. J/K 

10. BENEFITS OFBRAND COMMUNITIES WHY WE NEED A COMMUNITY?

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

12. WHY IT IS SOIMPORTANT?

13. LET’S IMAGINEyour business is about a cars…

14. #1.BEHIND ROOM IS A GROUP OF PEOPLEWHO WANT TO BUY YOUR PRODUCT (CARS)

15. #2.LEFT ROOM IS A GROUP OF PEOPLE WHO’S USING YOUR PRODUCTS AND HAPPY WITH THEM (CARS) & DISCUSSING ABOUT THEM EVERYDAY

16. #3.AHEAD ROOM IS A GROUP OF PEOPLEWHO HATE YOUR PRODUCTS & TALKING BADLY ABOUT THEM.

17. #4.RIGHT ROOM IS A GROUP OF PEOPLE WHO DON’T CARE ABOUT YOUR PRODUCTS, BUT ALWAYS THERE TO LISTEN TO YOU

18. #1 BUY #2 USING #4 I DON’T CARE #3 HATE

19. #3 HATE #4 I DON’T CARE #1 BUY #2 USING

20. #1 BUY #2 USING #4 I DON’T CARE #3 HATE

21. THIS IS BRAND COMMUNITY #1 BUY #2 USING #4 I DON’T CARE #3 HATE

22. HOW DO WE BUILDA BRAND COMMUNITY?

23. Elements TO BUILDA BRAND COMMUNITY

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…)

25. BUILD YOUR OWNPLATFORM 1ST WAY

26. CASE STUDYWACOM

27. CASE STUDYWACOM http://community.wacom.com/ The Wacom Community 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. (From their homepage)

28. CASE STUDYWACOM http://community.wacom.com/ 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. (eroi.com)

29. ADVANTAGES1. FULLY CUSTOMIZE AS YOU WANTDISADVANTAGES1. TAKE TIME TO EDUCATE USERS HOW TO USE2. MORE COST FOR ADVERTISING YOUR COMMUNITY3. COST OF MAINTAIN.

30. 2ND WAY USE EXISTINGPLATFORM?

31. 2ND WAY WHAT IS EXISTINGFLATFORM?

32. 2ND WAY EXISTINGFLATFORM IN VIETNAM?

33. 2ND WAY MY RECOMMENDATIONS + +

34. ADVANTAGES1. PEOPLE ALREADY FAMILIAR WITH EXISTING FLATFORM2. EASIER TO RECRUIT MORE MEMBERS3. NO MAINTAINANCE COST (TECH)DISADVANTAGES1. LIMITED CUSTOMIZATION

35. PLAN YOURBRAND COMMUNITY

37. Which service only provided by you?

38. What you have and your competitors don’t?

40. OK, LET’S BUILD IT!

41. BUILD OR BUY? 1.

42. BUILD OR BUY? 1.

43. BUILD OR BUY? 1.

44. TOP RULES 2. DO NOT SPAM – everyone hates spam. Do not just build One or Two communities. You can join existing communitiesYou don’t have to Buy it.

45. LISTEN / TALK / INTERACTWITH YOUR COMMUNITIES 3. 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 (good & bad) “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.”

47. SPECIALLY FOR GIVE THEM CONTENT 3. Send updates regularly to fans. Do NOT send users to your wall Change your ads DAILY Think about Cost per fan (CPF), not just CTR or CPC Organize some contests

48. SPECIALLY FOR GIVE THEM CONTENT 3. Send updates regularly to fans. Do NOT send users to your wall Change your ads DAILY Think about Cost per fan (CPF), not just CTR or CPC Organize some contests

49. SPECIALLY FOR GOOD WAY 3.

50. SPECIALLY FOR BETTER WAY 3. BEFORE LIKE AFTER LIKED

51. SPECIALLY FOR GIVE THEM CONTENT 3. Send updates regularly to fans. Do NOT send users to your wall Change your ads DAILY Think about Cost per fan (CPF), not just CTR or CPC Organize some contests

52. SPECIALLY FOR GIVE THEM CONTENT 3. Send updates regularly to fans. Do NOT send users to your wall Change your ads DAILY Organize some contests

53. SPECIALLY FOR CONTEST 3. Utilize the viral news feed effect.(Focus on actions: Share, Like, Comment, Post…) K.I.S.S(Keep it Simple Stupid) Think about Cost per fan (CPF)(not just CTR or CPC)

54. SPECIALLY FOR SOME IDEAS 3. Suggest An Idea. Tag Yourself Post Photo (better with your Product) Treasure Hunt (post a question that answer can find on your FanPage/Website

55. GENERAL CONCEPT

56. GENERAL CONCEPT “A COMMUNITY OF THE PEOPLE, BY THE PEOPLE, FOR THE PEOPLE.”

58. Make them success/convenience when joining our community.

60. SOME DAY, THEY WILL TELL YOU I ♥YOUR BRAND

61. THANK YOU, AND I ♥YOU! Hieu Nguyen hieu@ringier.vn blog.ngochieu.com

62. I ♥DISCUSSION Hieu Nguyen hieu@ringier.vn blog.ngochieu.com