Building Customer Loyalty Through Branded Community

3,977 views

Published on

Published in: Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
3,977
On SlideShare
0
From Embeds
0
Number of Embeds
1,657
Actions
Shares
0
Downloads
171
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

Building Customer Loyalty Through Branded Community

  1. 1. BRAND COMMUNITY & CUSTOMMER LOYALTY
  2. 2. Hieu Nguyen Present : Digital Media Director @ Ringier AG Past Perfect : Sony, Yahoo!, VON, Y&R, wunderman... about me
  3. 3. this is Rambutan
  4. 8. the owner <ul><li>He have: </li></ul><ul><li>6 ( ha ) of re m butan </li></ul><ul><li>P rofit: 1 .000.000.000 đ /year </li></ul><ul><li> Very successful farmer </li></ul>
  5. 9. the rambutan <ul><li>It took 4-6 years to harvest the first season </li></ul><ul><li>We can harvest in 10-15 years </li></ul><ul><li> No one cut off the tree after the first season. </li></ul>
  6. 10. but we do cut off the tree after the first season
  7. 11. online activities highlight Close Up! – Tim Em Noi Dau Online & Offline Campaign
  8. 12. online activities highlight Dove – 10.000 beauties before 9AM Online & Offline Campaign
  9. 13. online activities highlight Sony Ericsson – Viral Video
  10. 14. online activities highlight Ford – Viral Video
  11. 15. This is so Wrong!
  12. 16. Brand Community what is it?
  13. 17. 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
  14. 18. they want to buy your product
  15. 19. they are using your product
  16. 20. they hate you your brand/your company
  17. 21. they don’t care (but they was there)
  18. 22. love using hate don’t care ?
  19. 23. love using hate don’t care
  20. 24. this is brand community
  21. 25. misunderstanding
  22. 26. misunderstand #1 It’s not always about your company/your product/your service
  23. 27. the art of Community Building the art of Brand Building &
  24. 28. Your customer spend large amount of time/money using your service/product
  25. 29. Your customer spend large amount of time/money using your service/product
  26. 30. Ok! What if my company’s product is... toothpick?
  27. 31. Are we dead? No! If our service/product is not “big” enough, let’s build something BIGGER
  28. 32. Red Bull they are not building “energy-drink-community” they build “extreme-sport-community”
  29. 33. and they are very successful
  30. 34. Let’s build something bigger. How about cuisine?
  31. 35. or... art by toothpick?
  32. 36. If our service/product is not “big” enough, let’s build community about something BIGGER
  33. 37. <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: </li></ul><ul><ul><li>PR </li></ul></ul><ul><ul><li>CRM </li></ul></ul><ul><li>Brand Community is a group of user join your community to talk and interact with others customers. It’s good for: </li></ul><ul><ul><li>Everything </li></ul></ul>misunderstand #2 Brand Community ≠ Brand Followers
  34. 38. The spirit of Brand Community is the connection between users who are using the same product/service
  35. 39. misunderstand #3 Brand Community have to be a lot of user
  36. 40.  It’s a Business Strategy misunderstand #4 Brand Community is Sales & Marketing Strategy
  37. 41. “ 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)
  38. 42. how to build a Brand Community
  39. 43. Join them no matter where they are
  40. 47. now! let’s build your own
  41. 48. Elements to Build a Brand Community <ul><li>Customer ↔ Customer </li></ul><ul><ul><li>A place to share (how they feel, articles, photo, video, vote...) </li></ul></ul><ul><ul><li>A place to connect </li></ul></ul><ul><li>Brand ↔ Customer </li></ul><ul><ul><li>To announce (blog, bulletin board) </li></ul></ul><ul><ul><li>To inform (email marketing, RSS,…) </li></ul></ul><ul><ul><li>To study (blog, photo gallery, podcast , webcast…) </li></ul></ul>
  42. 49. Let’s build CHOOSING PLATFORM <ul><li>Build your own Platform </li></ul><ul><li>Choose an existing Platform </li></ul>
  43. 50. 1 st way – Build your own Platform
  44. 51. http://community.wacom.com
  45. 52. http://community.wacom.com Result in 01 month <ul><li>Artists shared 2,200 art works; </li></ul><ul><li>Traffic: 671,000 UV; </li></ul><ul><li>Email list increased 2,000 ; </li></ul><ul><li>Sales increased 150% ; </li></ul>
  46. 53. <ul><li>Advantages </li></ul><ul><li>Fully customize as you want </li></ul><ul><li>Disadvantages </li></ul><ul><li>Take time to educate users how to use </li></ul><ul><li>More cost for advertising your community </li></ul><ul><li>Maintenance cost. </li></ul>1. Build your own Platform
  47. 54. 2 nd way Use existing Platforms
  48. 55. How many platform we have?
  49. 56. How many platform we have?
  50. 57. In Vietnam
  51. 58. My Recommendation + +
  52. 59. <ul><li>Advantages </li></ul><ul><li>People already familiar with existing platform </li></ul><ul><li>Easier to recruit more members </li></ul><ul><li>No maintenance/development cost </li></ul><ul><li>Disadvantages </li></ul><ul><li>Limited customization </li></ul><ul><li>No support </li></ul>2 nd way – Use existing Platform
  53. 60. How to Engage? Rule of engagement
  54. 61. <ul><li>DO NOT SPAM – everyone hates spam. </li></ul><ul><li>Don’t limit yourself. (in just build 1 or Two communities). </li></ul><ul><li>You can Build (your own) & Buy (sponsor) & Join existing communities. </li></ul>Rule of Engagement
  55. 62. <ul><li>Listen to them  you know what they want. </li></ul><ul><li>Talk to them – give them good contents </li></ul><ul><li>Interact with them – show your responsibility. </li></ul><ul><li>Inspire them to share their opinions (both good & bad), interact with others. </li></ul>Rule of Engagement
  56. 63. Rule of Engagement
  57. 64. Rule of Engagement “ A community of the people, by the people, for the people.”
  58. 65. It should grown like this: Read
  59. 66. It should grown like this: Read Join
  60. 67. It should grown like this: Read Join Connect
  61. 68. It should grown like this: Read Join Connect Share
  62. 69. I ♥ YOUR BRAND SOME DAY, THEY WILL TELL YOU
  63. 70. THANK YOU, AND I ♥ YOU! NGUYEN NGOC HIEU ngochieu.com

×