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Marketing to Online

Communities : A Case Study


on Women Communities
Thank you !!!!

Juliette Miremont Morton


CEO & Founder
HerVietnam.com

Saigon Digital Marketing Conference


May 23rd 2009
Agenda

 What is an online community?

 Marketing to online communities

 Case: Women communities

 Q&A
 What is an online community?

 Marketing to online communities

 Case: Women communities

 Q&A
What is an online community?

 A online community is a website where people gather and share thoughts,


comments and opinions around professionally generated content focused on a
common interest
 People join online communities to:
 Meet people
 Entertain themselves
 Learn something new
 Influence others

 One of the fastest growing applications on the Web. Examples include :


 iVillage.com: where women trade ideas about diet, fitness, love and sex, home and
food
 LinkedIn: where professionals go to network
 TripAdvisor: where travellers go to share travel experiences
 What is an online community?

 Marketing to online communities

 Case: Women communities

 Q&A
Marketing to Online Communities

 The control of your brand has gone from your


marketing team to your customers
 There is no larger missed opportunity than to
ignore this dynamic conversation.
 By finding and building online communities you
can:
 engage your customers directly
 mine consumer insights
 build trust and respect for your brand The stronger the dialogue with
 access and advertise to like-minded your customers, the stronger
individuals your brand
Building effective marketing campaigns

 Brand Managed Communities: a brand


exclusively owns the community and the
subsequent relationship with the users that
register on the community.
“From the very
beginning, alli set
 Brand Sponsored Communities : develop
out to be an honest
programs for getting your company’s name,
content and information into the communities voice in the weight-
where your target audience regularly goes loss category. “,
Steven Burton, GSK Consumer
Healthcare vice president of weight
control

 the Internet allows brands to take their


relationship with consumers one step further
 What is an online community?

 Marketing to online communities

 Case: Women communities

 Q&A
Women communities: the fastest growing segment on the Internet

 4 types of communities:
 Connections/Support
 Information/Research
 Home Making
 Fun/Entertainment

 3 common denominators : Inspirational,


Practical, Friendly
Vietnamese women are online!

 Vietnam has the 3rd largest female working population in Asia (77%)
 Vietnam has the highest number of women managers in Southeast Asia (27%)
 At the same time…
 Vietnam has one of the largest family sizes in the region
 The role of the woman in the home is still traditional: 86% of the population
believe “a woman needs to have children in order to be fulfilled”.
 The rate of female Internet users of the three most popular websites in Vietnam is
65%

9
HerVietnam.com : A women community in Vietnam

One
One stop
stop shop
shop Editorial
Editorial know -how
know-how User
User friendly
friendly Community
Community

Covers all aspects of Answers aspirational State-of-art tools usable The first community
modern women’s daily needs as well as for everyone: Beauty website for professional
life : Beauty, Career, providing practical Styler, Promotion women in Vietnam.
Love, Parenting & advice in a highly Calendar, Pregnancy
Health entertaining way. Weeks
Connected with a platform of women communities

 A Powerful Platform: auFeminin.com is the


most popular woman's community platform
in Europe.

 Online marketing know-how: Clarins;


Lancôme; Dior; L'Oréal; Maybelline;
Guerlain; Garnier; Nestlé; Danone; Paco
Rabanne; Mercedes Benz; Mitsubishi…

 Traffic :
 23,2 million unique users in Europe
 621,5 million pages views
Who is the HerVietnam reader?

 A Woman.....................................................91%

 Mid
- twenties to mid
- thirties
18
- 25.............................................33%
26
- 30 .............................................41%
31- 35.....................................…….20%
35 years + ..............................……..6%

 High professional profile


Private sector enterprises...............66 %
inc. Managers……………….....…..11.5%

 Well- educated
University and Masters…………..…..94%

 High Income Earners (A, B)


More then 500$ / month…………….36%
Building effective marketing campaigns
Establish a tw0-way dialogue with your customers
Old: Talking “at” the customer

Example
Example: :Branded
BrandedQ&A
Q&Aon
onHerVietnam
HerVietnam
Segment by What People Do, Feel, Think
Old: Segmenting by demographics

 Group people by what is important to them so that you can target them with marketing
activities that are meaningful to them

Example
Example: :Segmentation
Segmentationon
onHerVietnam
HerVietnam

New Promotion Calendar


Beauty habits: How do you get ready for going out?

Parenting : What is the best age to have a baby?

Natural
NaturalSkin
SkinCare
CareGroup
Group

Private & Confidential – Copyright of HerVietnam.com


Target by behavior
Old: Target by demographics

 Target office workers by checking peak connection times to understand behaviors

Example
Example: :Targeting
Targetingoffice
officeworkers
workerson
onHerVietnam
HerVietnam
Mix professional and user-generated content
Old: Only publisher channel

Example
Example: :Professional
Professionalbeauty
beautyvideos
videosand
anduser
userblogs
blogson
on Aufeminin
Aufeminin
Engage your customers directly
Old: Broadcast from company

 Build Relationships by sponsoring content and interact with customers on their terms

Example
Example: :Message
MessageBoards
Boardson
onivillage
ivillage
Communicate interactively
Old: Broadcast messages

 Create compelling environments to which people are attracted


Example
Example: :Sponsored
Sponsoredcontent
contenton
onBabyCenter
BabyCenter
So, join the conversation !

 Let’s continue online….

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