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BRAND COMMUNITY,[object Object],& CUSTOMMER LOYALTY,[object Object]
Hieu Nguyen,[object Object],about me,[object Object],Present: Digital Media Director @ RingierAG,[object Object],Past Perfect: Sony, Yahoo!, VON, Y&R, wunderman...,[object Object]
this is Rambutan,[object Object]
BRAND COMMUNITY & CUSTOMMER LOYALTY
BRAND COMMUNITY & CUSTOMMER LOYALTY
BRAND COMMUNITY & CUSTOMMER LOYALTY
BRAND COMMUNITY & CUSTOMMER LOYALTY
the owner ,[object Object],He have:,[object Object],[object Object]
Profit:1.000.000.000đ/year Very successful farmer,[object Object]
the rambutan,[object Object],[object Object]
We can harvest in 10-15 years No one cut off the tree after the first season.,[object Object]
but we do,[object Object],cut off the tree after the first season,[object Object]
online activities highlight,[object Object],Close Up! – Tim EmNoiDau,[object Object],Online & Offline Campaign,[object Object]
online activities highlight,[object Object],Dove – 10.000 beauties before 9AM,[object Object],Online & Offline Campaign,[object Object]
online activities highlight,[object Object],Sony Ericsson – Viral Video,[object Object]
online activities highlight,[object Object],Ford – Viral Video,[object Object]
This is so Wrong!,[object Object]
Brand Community,[object Object],what is it?,[object Object]
brand community/brændkəmju:niti/,[object Object],a group of people talking/sharing about their interest attached to something & “something” in this case is your brands/products/services.HieuNguyen – Dec 2009,[object Object]
they want to buy your product,[object Object]
they are using your product,[object Object]
they hate you,[object Object],your brand/your company,[object Object]
they don’t care,[object Object],(but they was there),[object Object]
love,[object Object],using,[object Object],hate,[object Object],don’t care,[object Object],?,[object Object]
love,[object Object],using,[object Object],hate,[object Object],don’t care,[object Object]
this is brand community,[object Object]
misunderstanding,[object Object]
misunderstand #1,[object Object],It’s not always about,[object Object],your company/your product/your service,[object Object]
&,[object Object],the art of,[object Object],Community Building,[object Object],the art of,[object Object],Brand Building,[object Object]
Your customer spend,[object Object],large amount of time/money,[object Object],using your service/product,[object Object]
Your customer spend,[object Object],large amount of time/money,[object Object],using your service/product,[object Object]
Ok! What if my,[object Object],company’s product is...,[object Object],toothpick?,[object Object]
Are we dead?,[object Object],No!,[object Object],If our service/product is not “big” enough,,[object Object],let’s build something BIGGER,[object Object]
Red Bull,[object Object],they are not building “energy-drink-community”,[object Object],they build “extreme-sport-community”,[object Object]
and they are very successful,[object Object]
Let’s build something,[object Object],bigger. How about,[object Object],cuisine?,[object Object]
or...,[object Object],art by toothpick?,[object Object]
If our service/product is not “big” enough,,[object Object],let’s build community about ,[object Object],something BIGGER,[object Object]
misunderstand #2,[object Object],Brand Community ≠ Brand Followers,[object Object],[object Object]
PR
CRM
Brand Community is a group of user join your community to talk and interact with others customers. It’s good for:
Everything,[object Object]
misunderstand #3,[object Object],Brand Community have to be a lot of user,[object Object]
misunderstand #4,[object Object],Brand Community is Sales & Marketing Strategy,[object Object],   It’s a Business Strategy,[object Object]
“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.”,[object Object],(not me saying this),[object Object]
how to build,[object Object],a Brand Community,[object Object]
Join them,[object Object],no matter where they are,[object Object]
BRAND COMMUNITY & CUSTOMMER LOYALTY
BRAND COMMUNITY & CUSTOMMER LOYALTY
BRAND COMMUNITY & CUSTOMMER LOYALTY
now!,[object Object],let’s build your own,[object Object]
Elements to Build a Brand Community,[object Object],[object Object]
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…),[object Object]
1st way – Build your own Platform,[object Object]
http://community.wacom.com,[object Object]
Result,[object Object],in 01 month,[object Object],[object Object]
Traffic:  671,000 UV;
Email list increased 2,000;
Sales increased 150%;http://community.wacom.com,[object Object]
1. Build your own Platform,[object Object],Advantages,[object Object],[object Object],Disadvantages,[object Object],[object Object]
More cost for advertising your community
Maintenance cost.,[object Object]
How many platform we have?,[object Object]
How many platform we have?,[object Object]

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