BRAND COMMUNITY

& CUSTOMER LOYALTY

about me

Hieu Nguyen
Present: Digital Media Director @ Ringier AG Past Perfect: Sony, Yahoo!, VON, Y&R, wunderman

this is Rambutan

the owner
He have: 6 (ha) of rembutan Profit: 1.000.000.000/year Very successful farmer

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.

examples
cut off the tree after the first season

online activities highlight

Close Up! Tim Em Noi Dau Online & Offline Campaign

online activities highlight

Dove 10.000 beauties before 9AM Online & Offline Campaign

online activities highlight

Sony Ericsson Viral Video

online activities highlight

Ford Viral Video

This is so Wrong!

Brand Community
what is it?

brand community
/brnd kmju: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

they want to buy your product

they are using your product

they hate you your brand/your company

they don t care

(but they was there)

buy

using

hate

don t care

buy

using

hate

don t care

this is brand community

misunderstanding

misunderstand #1
It s not always about your company/your product/your service

the art of

Brand Building

&

the art of

Community Building

Your customer spend

large amount of time/money

using your service/product

Your customer spend

large amount of time/money

using your service/product

Ok! What if my company s product is...

toothpick?

Are we dead?

No!
If our service/product is not big enough, let s build something BIGGER

Red Bull
they are not building energy-drink-community they build extreme-sport-community

and they are very successful

Let s build something bigger. How about

cuisine?

or...

art by toothpick?

If our service/product is not big enough, let s build community about something BIGGER

misunderstand #2
Brand Community Brand Followers 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

The spirit of Brand Community is the

connection between users

who are using the same product/service

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

misunderstand #4
Brand Community is Sales & Marketing Strategy

It s a Business 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 build
a Brand Community

Join them
no matter where they are

now!
let s 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)

Let s build CHOOSING PLATFORM

1. Build your own Platform 2. Choose an existing Platform

1st way Build your own Platform

http://community.wacom.com

Result in 01 month
Artists shared Traffic:

2,200 art works;

671,000 UV; 2,000;

Email list increased Sales increased

150%;

http://community.wacom.com

1. Build your own Platform

Advantages
Fully customize as you want

Disadvantages
Take time to educate users how to use More cost for advertising your community Maintenance cost.

2nd way

Use existing Platforms

How many platform we have?

How many platform we have?

In Vietnam

My Recommendation

2nd way Use existing Platform

Advantages
People already familiar with existing platform Easier to recruit more members No maintenance/development cost

Disadvantages
Limited customization No support

How to Engage?
Rule of engagement

Rule of Engagement
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
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

Rule of Engagement

A community of the people, by the people, for the people.

It should grown like this:

Read

It should grown like this:

Join Read

It should grown like this:

Connect Join Read

It should grown like this:

Share Connect Join Read

SOMEDAY,THEYWILLTELLYOU

I YOURBRAND

THANKYOU,ANDI YOU!
NGUYEN NGOC HIEU
ngochieu.com