This presentation is made by Hieu Nguyen, Digital Media Director at Ringier AG. Please note the source in terms of publishing in any case.

1. BRAND COMMUNITY
& CUSTOMMER LOYALTY

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

3. this is Rambutan

8. the owner
He have:
• 6 (ha) of rembutan
• Profit: 1.000.000.000đ/year
 Very successful farmer

9. 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.

10. but we do
cut off the tree after the first season

11. online activities highlight
Close Up! – Tim Em Noi Dau
Online & Offline Campaign

12. online activities highlight
Dove – 10.000 beauties before 9AM
Online & Offline Campaign

13. online activities highlight
Sony Ericsson – Viral Video

14. online activities highlight
Ford – Viral Video

15. This is so Wrong!

16. Brand Community
what is it?

17. 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

18. they want to buy your product

19. they are using your product

20. they hate you
your brand/your company

21. they don’t care
(but they was there)

22. love using hate don’t care
?

23. love using hate don’t care

24. this is brand community

25. misunderstanding

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

27. the art of
Brand Building & the art of
Community Building

28. Your customer spend
large amount of time/money
using your service/product

29. Your customer spend
large amount of time/money
using your service/product

30. Ok! What if my
company’s product is...
toothpick?

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

32. Red Bull
they are not building “energy-drink-community”
they build “extreme-sport-community”

33. and they are very successful

34. Let’s build something
bigger. How about
cuisine?

35. or...
art by toothpick?

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

37. 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

38. The spirit of Brand Community is the
connection between users
who are using the same product/service

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

40. misunderstand #4
Brand Community is Sales & Marketing Strategy
 It’s a Business Strategy

41. “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)

42. how to build
a Brand Community

43. Join them
no matter where they are

47. now!
let’s build your own

48. 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…)

49. Let’s build
CHOOSING PLATFORM
1. Build your own Platform
2. Choose an existing Platform

50. 1st way – Build your own Platform

51. http://community.wacom.com

52. Result
in 01 month
• Artists shared 2,200 art works;
• Traffic: 671,000 UV;
• Email list increased 2,000;
• Sales increased 150%;
http://community.wacom.com

53. 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.

54. 2nd way
Use existing Platforms

55. How many platform we have?

56. How many platform we have?

57. In Vietnam

58. My Recommendation
+ +

59. 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

60. How to Engage?
Rule of engagement

61. 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.

62. 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.

63. Rule of Engagement

64. Rule of Engagement
“A community of the people, by the
people, for the people.”

65. It should grown like this:
Read

66. It should grown like this:
Join
Read

67. It should grown like this:
Connect
Join
Read

68. It should grown like this:
Share
Connect
Join
Read

69. SOME DAY, THEY WILL TELL YOU
I ♥ YOUR BRAND

70. THANK YOU, AND I ♥ YOU!
NGUYEN NGOC HIEU
ngochieu.com