Building customer loyalty through branded community
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Transcript of Building customer loyalty through branded community
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BRAND COMMUNITY& CUSTOMMER LOYALTY
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Hieu NguyenPresent: Digital Media Director @ Ringier AG
Past Perfect: Sony, Yahoo!, VON, Y&R,
wunderman...
about
me
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this is Rambutan
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the owner He have:• 6 (ha) of rembutan• Profit:
1.000.000.000đ/year
Very successful farmer
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the rambutan• It took 4-6 years to
harvest the first season• We can harvest in 10-15
years
No one cut off the tree after the first season.
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but we docut off the tree after the first season
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online activities highlight
Close Up! – Tim Em Noi Dau
Online & Offline Campaign
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online activities highlight
Dove – 10.000 beauties before 9AM
Online & Offline Campaign
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online activities highlight
Sony Ericsson – Viral Video
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online activities highlight
Ford – Viral Video
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This is so Wrong!
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Brand Communitywhat is it?
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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
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they want to buy your product
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they are using your product
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they hate youyour brand/your company
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they don’t care(but they was there)
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love using hate don’t care
?
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love using hate don’t care
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this is brand community
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misunderstanding
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misunderstand #1It’s not always aboutyour company/your product/your service
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the art of
Community Building
the art of
Brand Building
&
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Your customer spend
large amount of time/moneyusing your service/product
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Your customer spend
large amount of time/moneyusing your service/product
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Ok! What if mycompany’s product is...
toothpick?
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Are we dead?
No!If our service/product is not “big” enough,let’s build something BIGGER
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Red Bullthey are not building “energy-drink-
community”they build “extreme-sport-community”
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and they are very successful
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Let’s build somethingbigger. How about
cuisine?
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or...
art by toothpick?
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If our service/product is not “big” enough,
let’s build community about something BIGGER
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• 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:• PR• CRM
• Brand Community is a group of user join your community to talk and interact with others customers. It’s good for:• Everything
misunderstand #2Brand Community ≠ Brand Followers
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The spirit of Brand Community is the
connection between userswho are using the same product/service
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misunderstand #3Brand Community have to be a lot of user
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It’s a Business Strategy
misunderstand #4Brand Community is Sales & Marketing Strategy
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“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)
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how to builda Brand Community
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Join themno matter where they are
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now!let’s build your own
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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…)
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Let’s buildCHOOSING PLATFORM
1. Build your own Platform
2. Choose an existing Platform
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1st way – Build your own Platform
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http://community.wacom.com
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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%;
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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
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2nd way
Use existing Platforms
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How many platform we have?
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How many platform we have?
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In Vietnam
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My Recommendation
+ +
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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
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How to Engage?Rule of engagement
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• DO NOT SPAM – everyone hates spam.
• Don’t limit yourself.
(in just build 1 or Two communities).
• You can Build (your own) & Buy (sponsor) & Join
existing communities.
Rule of Engagement
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• 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
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Rule of Engagement
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Rule of Engagement
“A community of the people, by the people, for the people.”
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It should grown like this:
Read
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It should grown like this:
Read
Join
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It should grown like this:
Read
Join
Connect
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It should grown like this:
Read
Join
Connect
Share
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I ♥ YOUR BRANDSOME DAY, THEY WILL TELL YOU
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THANK YOU, AND I ♥ YOU!
NGUYEN NGOC HIEUngochieu.com