Zocial Inc - WebMob Thailand - Feb 2014

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Zocial Inc presentation by Tarad.com founder Pawoot Pongvitayapanu - February 2014

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Zocial Inc - WebMob Thailand - Feb 2014

  1. 1. What’s Going about your Brand in Online World Zocial Inc. Online Analysis V  1.6  
  2. 2. Speaker Profile ■ Name: Pawoot (Pom) Pongvitayapanu ■ Current: CEO & Founder e-frastructure inc. Managing Director & Founder TARAD DOT COM Co ., Ltd. (Rakuten Group) Director & Founder Winter Egency (TARAD Solution Co.,Ltd) Director & Founder Zocial inc President & Founder Thai E-Commerce Association Columnist Bangkok Biz News Newspaper, SME Magazine Teacher Silpakorn University. ICT Faculty ■ Education: 2007 – 2009: Master Degree 2 : Executive MBA : Sasin Graduate Institute Chulalongkorn University 2000 – 2001: Master Degree 1 : Internet & E-Commerce : Assumption University 1993 – 1998: Bachelor Degree : Architecture : Rangsit University. ■ Social: Pawoot is Thailand IT and E-Marketing GURU. Now we be consultant for Government and big corporate. All people accepted his online marketing knowledge and abilities. ■ Others: Published many educational books regarding E-Commerce & E-marketing ( more than 35 Titles) and be guest speaker to University, Government and Private Sector
  3. 3. Company  Group  Structure   We  are  Expert  in  Digital  Service  more  than  15  years  exeperience   Found  in  1999      Total  Employee  +110  staffs   Digital Egency E-Commerce Service •  •  •  Largest  B2C  Shopping  Mall  in   Thailand   Advance  E-­‐Commerce  PlaAorm  for   Business   Online  Payment  SoluFon   Staff : 85 people Share : Join with Rakuten Inc. (Japan) •  •  •  •      Online  markeFng,  Strategy     Social  Network  ExperFse   Online  MarkeFng  Tools  &   PlaAorm   Media  Planning   Staff : 30 people Online Analysis •  •  •  •  Brand  &  Social  Network  Analysis   Data  Mining  and  Researching   Brand  and  Online  Ranking   Real  Time  Monitoring         Staff : 7 people
  4. 4. “Unique  and  CuFng  edge  technology”   Advance  and  Unique  Online  Analysis  PlaAorm  &  Service   CuWng  Edge  Technology  to  monitor,  listening  and  AnalyFc  what  people  talk  in  this   Social  Network.  Including  manage  social  media  site  and  channels.  All  own   development.  “Our  data  coverage  10  countries  in  ASIAN”   Brand  “Monitoring  &  Research” System     what’s  people  talk  about  your  brand   Brand  “Ranking  &  Analysis” System     Where  are  you  compare  with  compeFtor   (Cover 10 Countries in ASIAN)
  5. 5. Growth 79% 26 M Growth 12.5% 9 M 8 M Growth 100 % 2.6M Growth 546.52 % 1.5 M
  6. 6. TOTAL THAILAND FACEBOOK USER 26 MILLION * (May 2013 - 18.5 Million User) + 40% 13.32 12.68 million user million user * (May 2013 - 9.3 Million User) +43% * (May 2013 - 9 Million User) +41%
  7. 7. Facebook  Post  Per  Day   Thailand Facebook User Post Trend in a week
  8. 8. TOTAL THAILAND TWITTER USER 4.5 MILLION USER Average (Year 2013 - 2.0 Million User) > 4,657,534 Tweet/Day > 450,000 active user/day ข้อมูลจาก #thaitrend
  9. 9. Total Thailand Instagram user 1,551,649   0.6% of Total Instagram Active Global User Public 1,409,546 (90.84%)Private 142,103 (9.16%)
  10. 10. 2013
  11. 11. Bangkok University (Rangsit) Thamasat University (Rangsit) พื้นที่ๆ มีคนถ่ายภาพ Instagram  ในกรุงเทพ(Top  LocaUon  of   Instagram  Photo in  Bangkok)   Rangsit University Muangthong Stadium Mahidol University Donmuang Airport Siam Paragon King Mongkut’s Institute of Technology Ladkrabang Suvarnabhu mi Airport Samutsakorn ‘s Capital King Mongkut’s University of Technology Thonburi IKEA BANGNA ABAC
  12. 12. Why  Brand  need  social  Monitoring?   ConversaUon  and  ParUcipaUon  in  Online   Community  and  Social  network  can  reflect   consumer  percepFon  and  aWtude  towards   brands.    How  can  Online  MarkeFng  monitor  these   conversaFon?         Online       Offline  
  13. 13. “Listening  &  Monitoring”
  14. 14. Platform Package Online Analytics Platform •  Monitor and Analytic data from online and people •  Manage everything by yourself
  15. 15. Range  of  Time   Total  Trend  by  Channels   Product  Launched  Period   Social  InteracFon   Category  of  Message   Total  Keywords   Where  people  talking   SenFmental   Gender   Dash Board : Wacoal Campaign
  16. 16. Dash Board Top  message  in  Facebook     Top  Message  in  Twiaer   Top  Photo  in    Instagram   Top  Post  in  Facebook   Top  User  In  Twiter  
  17. 17. การกระตุ้นให้เกิดการซื้อสินค้า   ไปซื้อที่เว็บไซต์ (E-Commerce) (Action) Twitter สร้างการรับรู้
 (Awareness) เว็บ Review สร้างความสนใจ ตัดสินใจ
 (Interest & Desire)
  18. 18. Brand  Tracking  &  Monitoring   Track  people  talking  about  your  brand  in  posiUve  and  negaUve  way   People  Voice  Movement,  Who   make  voice?   Summary  of  voice   Sentiment Tracking What  they  talk?   Who  saying  that   PosiFve  or  NegaFve   We  Will  Know   •  Who  is  talking   •  What  are  they  talking,  posiFve  or   negaFve   •  Where  they  talking   Advance  Tracking  Technology   •  Tracking  from  many  online  sources   (Facebook,  Twi.er,  Community)   •  Measurement  to  Number   •  Alert  &  NoFficaFon  directly  
  19. 19. Trend  and  StaUsUc  
  20. 20. See  Each  Day  and  Every  Hour  Trend   See Real Data in Mon – Sun Day and Midnight till every hour High  Density  of  people  takling  
  21. 21. Check  Message  LocaUon  
  22. 22. Your  Brand  in  News    and  Blog  Web  Sites   Your  Brand  on  News  Site  Related  with  People  Talking  in  Online     Daily  Tracking  in   News  Sites   Share  of  Each  News   Site   Know  Impact  from  News  Site   •  Monitor  your  brand  from  News  Sites   •  See  relaFon  from  news  with  social   network  and  other  sites   •  Forget  about  News  Clipping  service.   News  Topic  get  from   News  Site  
  23. 23. LocaUon  Tracking   Tracking  Branch  or  LocaUon,  See  how  popular  and  who  is  our  real  customer   Map  of   LocaFon   LocaFon  of  Brand  &   Branch   Name  of  LocaFon   User  Visit   frequency   Trend  of   Visitor   Comment   User  Comment   &  Tips  
  24. 24. Video Brand Tracking Tracking  What  People  Talking  About  Your  Brand  in  Youtube  
  25. 25. Instagram   Track  who  take  photo  and  menUon  about  your  brand  
  26. 26. Daily Report, Alert and Notification
  27. 27. Benefit  to  Business   Social  Listening  &  Monitoring   MarkeUng/PR/Research     Sale/CRM   HR   •  Brand / Product Tracking •  Demand Monitoring •  Employee Monitoring •  Campaign Tracking •  Find Key Influencer •  Talent identification •  Competitor Tracking •  Benchmarking •  Crisis Monitoring •  Online WOM monitoring •  Research Quantity & Quality Consumer Complain •  Customer Relation Management •  Increase Sale
  28. 28. Customer * Service Launched in March 2012 Many  Agency  and  Corporate  Using  This  Service  
  29. 29. Research Research and Analytics Service •  Research in what topic you want to know what’s people thinking and behavior •  Faster and Larger target audience •  Monthly research summary report from our online researcher team
  30. 30. Huge  sample  size   Plenty  of  real  Fme  insight   Why  research   needs  to  focus  ?   No  bias   No  leading  quesFons   Fast  tracking   Always  up  to  date  
  31. 31. What  we   cover?   Social   listening   Online   Research  
  32. 32. Brand  health   Brand  reputaFon   Customer  saFsfacFon   Campaign  feedback   Influencer  analysis   Social   listening   Online   Research  
  33. 33. Online  survey   Quant Online  gang  survey   Online  In-­‐depth  Interview   Qual Social   listening   Online   Research   Online  focus  group   Online  accompany   shopping   Online  home  visit   ** Support and reconsign with Offline Research and Survey methodology
  34. 34. Own brand vs One competitor  42,356     39,729   42,530   32,440    36,542      19,800      18,363      16,984     Feb   Mar   Facebook   Twiaer    15,607     Apr   May   Instagram   Forum   Competitor Analysis : Top 3 10,000    12,474     29,929   13,100   Jun   News   (+84.42%) Blog   8,000   A 7,000   6,000   5,000   4,000   B L  NegaFve  topic  A J PosiFve  topic  C   J  PosiFve  topic  D   L  NegaFve  topic  B   •  L  NegaFve  topic  F Total  Brand  A   Total  Brand  B   Industry Benchmarking H G C I   J   F •  L  NegaFve  topic  C   •  L  NegaFve  topic  E 3,000   (+5%) B Jul   9,000   •  •  •  •  (-8%) A A E 2,000   D 1,000   0   Dec'12   Jan'13   Feb'13   Mar'13   Apr'13   •  J  PosiFve  topic  G May'13   Jun'13   P3   D C B P1   P2  
  35. 35. Brand reputation Problem Journey Level of crisis Low   Med   High   Key Influencer A+   A   A-­‐   B+   B   B-­‐   C+   C   C-­‐  
  36. 36. Attribute Analysis 42.84%   65.31%   84.71%   86.83%   94.54%   100.00%   93.42%   100.00%   100.00%   76.40%   97.08%   96.93%   100.00%   98.64%   95.66%   90.45%   100.00%   General  conversaFon   PR  and  News   ApplicaFon   Camera,Photografic,Sharpness   Review   Q&A   SpecificaFon   Sale  procduct  by  owner   Sale  procduct  by  online  shop   Usage  problem   MarkeFng  AcFvity     Price   PromoFon   Accessories     OperaFon  system   Customer  service   Recommend     NegaFve   Neutral   Customer satisfaction (+84.42%) 29.63%   15.59%   7.99%   10.92%   5.46%   0.00%   5.46%   Sentiment vs Engagement 2.92%   1.95%   0.00%   1.36%   0.97%   Top brand PossiFve   Brand  A   11.11%   J Positive ApplicaFon   Camera,Phot o  and   Shapness   PR  and  News   General   conversaFon   General   conversaFon   PR  or  news   14.48%   12.76%   11.38%   Usage  Problem   ApplicaFon   Customer   service   5.98%   42.76%   89.88   5.88   93.96   4.33   100.00   7.24%   SpecificaFon   19.66%   30.77%   23.08%   Brand  B   Brand  D   L Negative 5.01   Brand  C   Attribute by channel 91.66   Avg   93.87   NegaFve   Neutral   3.80   PosiFve  
  37. 37. Research  In-­‐depth  of  User  Behavior   Research Online Campaign Result backward 3 months. See how perform of the campaign and online influencer
  38. 38. TesUmonial   “ZocialEye  help  us  understand  market  situaFo and  crete  next  strategy”   Sarin  -­‐  Nokia  :  Online  Marke>ng  Manager     “ZocialEye  help  us  manage  crisis  management   and  react  to  incident  really  fast”   Ma.anee  –  Mead  Johnson  :  CRM  Ac>va>on  Manager     “We  understand  deeply  in  our  compeFtor   movement  and  market  reacFon”   Mejirassaya  –  True  Visions  :  Marke>ng  Manager    
  39. 39. Thai  Bank  Comparison  
  40. 40. Brand  Comparison  
  41. 41. Real Time
  42. 42. Real Time Monitor The Voice Thailand Final Date (15 Dec 2012) http://www.zocialeye.com/thevoice/ Real  Voice  from  People   in  Social  Media   Related  VDO  from  Youtube   from  this  candidate  
  43. 43. The  Voice  Thailand  Real  Time  Result   •  Get data from Faebook, Twitter •  See how people in online react to the show •  Predict and Forecast the winner Keng Candidate  Name   Keng  On  stage   Non  On  stage   King  On  stage   Ta  On  stage   Non King Ta
  44. 44. Full  Detail  for   Each  Person   Bangkok  Governor   ElecUon  2013   http://realtime.zocialeye.com/bkk2013 •  •  •  •  Real Time Monitor Voice of People Faebook, Twitter, Instagram Sentiment Message Predict and Forecast the winner Social  Awareness   Trend   Social  Data  Real   Time  Trend   Total  Social   Media  Value   Real  Data  and   Reference  
  45. 45. “Listening  &  Monitoring” •  ZocialEye  PlaMorm   •  ZocialEye  Research   •  ZocialEye  Real  Time  
  46. 46. “Ranking  &  Analysis”
  47. 47. What  We  Ranking   Ranking  in  Top  Social  Network  Service   ZocialRank is a Online Brand Ranking & Aanalytic system that can help brand keep up on their brand direction and customer engagement in to better know your customer insight and competitor.
  48. 48. We  Analyze  In  Dept   Analysis  in  detail  what,  why  happened  there   Brand and Social Network Ranking, segment by industry. Deep Analytic and compare to get in to competitor strategy (Facebook, Twitter, Foursquare, Youtube)
  49. 49. Feature  List  :  Facebook   •  •  •  •  •  User    InteracUve  staUsUcs   –  AddiFonal  informaFon  than  Insight  :-­‐  Page  Post  /   Feedback  period  of  Member     –  Number  of  ParFcipaFon  (Like  /Comment)   Page  staUsUcs  and  Message  Performance   –  AnalyFc  Quality  engagement  between  Brand  can   customers   –  Select  period  of  informaFon  to  analyze  more  than  3   months   Engagement  rate  staUsUcs   –  Analyze  the  best  Fming  that  brand  should   communicate  to  customers  for  the  best  response   –  More  effecFve  conversaFon   Like  PredicUon     –  Predict  growth  of  each  page  in  any  period  of  Fme   Track  Own  and  CompeUtor  Comment   –  Track  customers’  comment  for  brand  and   compeFtors  
  50. 50. Fan (Member) Insight Statistic Average  Fan  Post  Time   Member  Insight  stat

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