Brand Community v2.2 f

7/29/2019 Brand Community v2.2 f

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BRAND COMMUNITY

& CUSTOMER LOYALTY



Hieu NguyenPresent: Digital Media Director @ Ringier AG

Past Perfect: Sony, Yahoo!, VON, Y&R, wunderman

about me



this is Rambutan



the owner

He have:• 6 (ha) of rembutan• Profit: 1.000.000.000đ /year

Very successful farmer



the rambutan

• It took 4-6 years to harvestthe first season

• We can harvest in 10-15 years

No one cut off the tree afterthe first season.



examplescut off the tree after the first season



online activities highlight

Close Up! ‒ Tim Em Noi DauOnline & Offline Campaign




Dove ‒ 10.000 beauties before 9AMOnline & Offline Campaign




Sony Ericsson ‒ Viral Video




Ford ‒ Viral Video



This is so Wrong!



Brand Communitywhat is it?



brand community/brænd kəmju:niti/

a group of people talking/sharing about their interest attachedto something & something in this case is yourbrands/products/services.

Hieu Nguyen ‒ Dec 2009



they want to buy your product



they are using your product



they hate you

your brand/your company



they dont care(but they was there)



buy using hate dont care

?



buy using hate dont care



this is brand community



misunderstanding



misunderstand #1Its not always aboutyour company/your product/your service



the art of

Community Buildingthe art of

Brand Building &



Your customer spend

large amount of time/moneyusing your service/product



Ok! What if my

companys product is...toothpick?



Are we dead?

No!

If our service/product is not big enough,lets build something BIGGER



Red Bullthey are not building energy-drink-communitythey build extreme-sport-community



and they are very successful



Lets build somethingbigger. How about

cuisine?



or...

art by toothpick?



If our service/product is not big enough,lets build community about

something BIGGER



• Brand Followers is a group of user join your

community but not interact / or they just interactwith you. Its not bad, its good for:• PR• CRM

• Brand Community is a group of user join yourcommunity to talk and interact with others

customers. Its good for:• Everything

misunderstand #2Brand Community ≠ Brand Followers



The spirit of Brand Community is the

connection between userswho are using the same product/service



misunderstand #3Brand Community have to be a lot of user



Its a Business Strategy

misunderstand #4Brand Community is Sales & Marketing Strategy



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)



how to builda Brand Community



Join them

no matter where they are



now!lets build your own



Elements to Build a Brand Community

• Customer ↔ Customer• A place to share

(how they feel, articles, photo, video, vote...)• A place to connect

•

Brand ↔ Customer• To announce

(blog, bulletin board)

• To inform

(email marketing, RSS,…)• To study

(blog, photo gallery, podcast , webcast…)



Lets buildCHOOSING PLATFORM

1. Build your own Platform2. Choose an existing Platform



1st way ‒ Build your own Platform



http://community.wacom.com



http://community.wacom.com

Resultin 01 month

• Artists shared 2,200 art works;

• Traffic: 671,000 UV;

• Email list increased 2,000;

• Sales increased 150%;



Advantages

• Fully customize as you want

Disadvantages• Take time to educate users how to use

• More cost for advertising your community

•

Maintenance cost.

1. Build your own Platform



2nd way

Use existing Platforms



How many platform we have?



In Vietnam

My Recommendation



My Recommendation

+ +

2 d U i i Pl f



Advantages

• People already familiar with existing platform• Easier to recruit more members

• No maintenance/development cost

Disadvantages

•

Limited customization• No support

2nd way ‒ Use existing Platform



How to Engage?

Rule of engagement

R l f E t



• DO NOT SPAM ‒ everyone hates spam.

•

Dont limit yourself.(in just build 1 or Two communities).

• You can Build (your own) & Buy (sponsor) & Join existing

communities.

Rule of Engagement

R l f E t



• 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 (both good & bad),

interact with others.

Rule of Engagement

R le of Engagement



Rule of Engagement

Rule of Engagement



Rule of Engagement

A community of the people, by

the people, for the people.

It should grown like this:




Read





Read

Join





Read

Join

Connect





Read

Join

Connect

Share



I ♥ YOUR BRANDSOME DAY, THEY WILL TELL YOU



THANK YOU, AND I ♥ YOU!

NGUYEN NGOC HIEUngochieu.com

Brand Community v2.2 f

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