Brand Community 2011

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 harvest the first season

• We can harvest in 10-15 years

No one cut off the tree after the first season.

examplescut off the tree after the first season

online activities highlight

Close Up! ‒ Tim Em Noi DauOnline & Offline Campaign

online activities highlight

Dove ‒ 10.000 beauties before 9AMOnline & Offline Campaign

online activities highlight

Sony Ericsson ‒ Viral Video

online activities highlight

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 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 youyour 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 #1It’s not always aboutyour company/your product/your service

the art ofCommunity Building

the art ofBrand Building &

Your customer spendlarge amount of time/money

using your service/product

Your customer spendlarge amount of time/money

using your service/product

Ok! What if mycompany’s product is...

toothpick?

Are we dead?No!If our service/product is not “big” enough,let’s build something BIGGER

Red Bullthey are not building “energy-drink-community”

they build “extreme-sport-community”

and they are very successful

Let’s build somethingbigger. How about

cuisine?

or...art by toothpick?

If our service/product is not “big” enough,let’s build community about

something BIGGER

• 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

The spirit of Brand Community is theconnection between userswho are using the same product/service

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

It’s 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 themno 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 buildCHOOSING PLATFORM

1. Build your own Platform

2. 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 wayUse existing Platforms

How many platform we have?

How many platform we have?

In Vietnam

My Recommendation

+ +

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

• 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

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:

Read

Join

It should grown like this:

Read

Join

Connect

It should grown like this:

Read

Join

Connect

Share

I ♥ YOUR BRANDSOME DAY, THEY WILL TELL YOU

THANK YOU, AND I ♥ YOU!

NGUYEN NGOC HIEUngochieu.com