Young marketers - elite development program - assignment 11.1 -Thiên An - Phượng Tường

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  • 1. WHAT IS SOCIAL MEDIA? Media created through SOCIAL INTERACTION. A collection of ONLINE PLATFORM and tools that people use to share content, profiles, opinions, insights, experience, perspectives and media itself, facilitating cONVERSATIONS & INTERACTIONS ONLINE between groups of people Social media uses internet technology to transform broadcast media monologues (one to many) into social MEDIA DIALOGUES (many to many) Transforming people from content consumer into CONTENT PRODUCERS
  • 2. KEY FACTS & FIGURES ABOUT SOCIAL MEDIA LANDSCAPE IN VIETNAM
  • 3. Shift in Media usage 2010 – 2013 124 84 39 16 16 FTA TV Internet Newspaper s Magazines 2012 2013 Between 2010 and 2013 the daily average time spend on watching TV has decreased (from 134min to 135min), while the average time spend on the Internet has increased (from 74min to 128min). Source: 3D 2013 (2,970) and 3D 2012 (3,010) urban adults aged 15-45 135 128 46 48 49
  • 4. Profile of urban Internet users age 15-45 16 22 20 25 19 20 16 14 29 19 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Urban Popn Internet Users 35-45 30-34 25-29 20-24 15-19 Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months 27% 37% 24% 10% 2% SEC of Internet users (Index compared to total urban popn.) A (123) B (112) C (98) D (59) E (51) 30% 31% 25% 8% 6% Occupation of Internet users Student Employed - professional/off ice Employed - other Average age: 29.1 26.7
  • 5. Top Online Interests Source: Comscore July 2013 # Unique Visitors (000) % Reach 11 Entertainment – Movies 10,246 61.1 12 Email 9,074 54.1 13 Blogs 8,477 50.5 14 XXX Adult 7,616 45.4 15 Classifieds 6,489 38.7 16 Discussion/ Chat 6,231 37.1 17 Information 6,111 36.4 18 Teens 5,768 34.4 19 Humor 5,766 34.4 20 Family&Parenting 5,563 33.2 Note: ComScore only measures internet usage at home and at work and does not include internet usage on mobile phones
  • 6. Social Network sites had 14.5mil unique users in the last month Rank Site Unique visitors (000) Reach 1 Facebook.com 12,150 72.4% 2 ZingMe 6,160 36.7% 3 Kenhsinhvien.net 2,242 13.4% 4 Diendanbaclieu.net 2,066 12.3% 5 Tuyensinh247.com 1,758 10.5% According to ComScore, social networks have 14,589,000 „unique visitors‟. This should not be confused with „members‟! Source: Comscore 2013 based on July
  • 7. Social networking: penetration and profile 51% 49% Gender* Male Female Source: 3D 2013 Base: 1,812 adults aged 15-45 who used internet in last 3 months of whom 1,477 have a profile on a social network site 3D 2012 showed that social network penetration increased tremendously since 2010: from 38% of all internet users in 2010, to 88% in 2013, rising to 92% amongst the 15-24 age group. 48% 34% 18% Age* Age 15- 24 Age 25- 34 Age 35- 45 0 20 40 60 80 100 Age 15-24 Age 25-34 Age 35-45 92.3 82.3 58.7 82.4 68.1 48.3 39.0 15.7 8.5 Penetration 2010 Penetration 2012 Penetration 2013 %
  • 8. Facebook users in Vietnam 12,150,000** Facebook users in Vietnam • Facebook penetration total population: 13.1%** • Facebook penetration internet users: 34%* • In the past month the total of FB users in Vietnam has increased by 31.5%, which makes VN world’s #16 in FB user growth rate. Source: **Comscore 2013 based on July, *VNNIC for Nov 2012 Note * * social bakers do not public a number of Facebook users 57% 43% Gender distribution Males Females 21% 47% 25% 5% 1% 1% Age distribution 13-17 18-24 25-34 35-44 45-54
  • 9. 52% 25% 11% 6% 3% Age distribution 15- 24 25- 34 35- 44 54%46% Gender distribution Male Female Zing Me users in Vietnam 6,2 million Zing Me ‘unique visitors’ in Vietnam • Zing Me penetration of total population: 6.9% • Zing Me penetration of internet users: 21.5%* Source: Comscore 2013 based on July 2013, *VNNIC for Nov 2012 Note: „unique visitors‟ should not be confused with profile members.
  • 10. 93% of urban adults has a mobile phone 81 9 0 0 80 15 3 2 82 15 2 1 83 13 3 1 84 11 3 2 0 10 20 30 40 50 60 70 80 90 One Two Three Four or more 15- 17 18- 24 25- 29 Source: 3D 2013 Base: 2,970 urban adults aged 15-45 of which 2,733 currently own a mobile phone and 784 have a smartphone or don‟t know their type of phone Number of SIM cards in use% 65% 20% 6% 2% 7% Type of mobile phone Standard mobile phone Smartphone I have/use both types I dont know what type my phone is I dont have a mobile phone 45% 24% 7% 3% 1% 1% 19% Operating System of smartphone Android iOS Simbian OS Windows OS RIM Other OS Don't know
  • 11. CASE STUDY – COKE TẾT
  • 12. • Coke has been long taken Tet occasions as one of the most promising time to input the spirit of sharing happiness of Coke among the mass audiences. The key visuals of the swallows has become a widely recognized symbol for spring. • Tet 2014, when ATL gives the creative idea of “Tết gắn kết”, social has the objectives of engaging users with that concept, make them feel and take action on social. Campaign Background
  • 13. Campaign Objectives & Roles of social • Objectives: + Build brand engagement with Coke‟s happiness sharing spirit in Tet + Stronger image of Coke in Tet Roles of Social: + Engage users with the concept of Tết gắn kết from ATL, educate users the spirit of connecting people of Coke. + Encourage young people have the practical activities in time fully prepare for Tet and more meaningful. + Support for other communication tactics on PR, activation / events.
  • 14. Approaching Coca Cola is a mass brand, and stands for the sharing happiness Consumer Insight: the youth is now ignoring the traditional values of Tet (connecting) and aims for more fun / young enjoyment on Tet Competitor: Pepsi introduces “Tết trọn từng giây” platform which easily engages with young audiences Direction is to create a social platform that enables young target audiences admire the traditional values in a fun and youthful way. And by social channels, we can spread this platform to become a hot trend in Tet 2014 and establish a strong Coke Tet 2014 Community on social media.
  • 15. Idea CAMPAIGN MESSAGE CÙNG GẮN KẾT, TẾT MỚI VỀ ENGAGEMENT IDEA FAMILY CREST
  • 16. CAMPAIGN MESSAGE CÙNG GẮN KẾT, TẾT MỚI VỀ ENGAGEMENT IDEA FAMILY CREST Action 1 Inspire Action 3 Advocate and amplify Action 2 Engage and encourage • Campaign awareness • Wake-up Youth from normal-Tet-boredom • Engage with consumer for family connection in Tet Action objectiv es Channels • Online PR • Social media (FB, forums, KOL) • Video channels • SEM • Facebook application • Online PR • Social media (FB, forums, KOL) • Display booking (GDN, FB ad) • SEM • Public event • Public activation • Online PR • Social media (FB, forums, KOL) • Video channels. • OOH • SEM • Make consumer spread out campaign activities • Amplify the result • Inspiration clip • Instruction clip • Good crest showcase • Social seeding and spreading • Social endorsement • Facebook app: Tạo logo Tết, gắn kết gia đình • Activation: Decoration at big venues for people • PR Articles Tactics • Campaign wrap up big event: Tết gắn kết at Cresent Mall. • Connecting truck activation recap and spreading – Community crest Execution
  • 17. Action 1 Inspire Action 3 Advocate and amplify Action 2 Engage and encourage Execution CAMPAIGN CONTENT
  • 18. Execution – Always on content To support and promote for the Tết gắn kết spirit
  • 19. Execution – Communication Support Content To support and raise awareness / eagerness about other media tactics
  • 20. • Fan growth: from the publication of the page (6 / 12) to Tet 2014, there are 50,000 fans joining the community. • 4,393 Family Crested created and thousand of gifts to be delivered to users, and many earned media from user‟s sharing. • High interaction of both fan page and social hot fan pages. Outcome
  • 21. • It is a great welcome of Coke to bring a new platform on social to users which both make them interested and convey successfully the brand spirit. • The expectation of making it a hot trend in Tet may not be accomplished due to many reasons, but when it comes to a great big idea, and good execution content, it also should come up with media investing. • The idea of the platform plays a vital role in the campaign; however, it is expected to let the content speak more to engage more on the Tết gắn kết spirit. If it is not inspired enough, users will not join. Nevertheless, the content is more on promoting the platform than raising the spirit and making it a trend. Key learning points