Apple Google Toyota MotorGeneral Electric Microsoft 6th Innovative Companies(2008) 3M Walt Disney IBM Sony
"Who said this is media? Media issomething you can buy and sell.Media contains inventory. Mediacontains blank spaces. Consumerswerent trying to generate media. Theywere trying to talk to somebody. Soit just seems a bit arrogant. ... Wehijack their own conversations, theirown thoughts and feelings, and try tomonetize it." Ted McConnell Digital Guru of P&G, 11/2008 arrogant!!!
“ ... But Im not so sure I want to be targeted like that.“ Src : Mashable - The History Of Advertising On Facebook
While he appreciates the power of targeting afforded by Facebook, it also makes him uncomfortable.He use Facebook to find a 22- to 27-year-old female P&G employee living inCincinnati "who likes sex and CocoaPuffs ... And he found such a person.“So the targeting is fantastic, you can doreally amazing things. But Im not sosure I want to be targeted like that.“
Real Beauty Campaign
ﬂawless skin, no scars, not too curvy, not too athletic...Src : Blog Of Jezebel (http://goo.gl/MIzaS)
... they tried it again ...
Vietnam - 2010
23 years on Super Bowl 2010 Refresh Everything http://www.refresheverything.com/20.000.000 USD Health Art & Culture Food & Shelter The planet Neighborhoods Education
Social Media : What + Why?
Am I still the one? NO!!! NO!!!NO!!! Consumers are changing their media consumption behaviors
~60% American are watching TV and using the Interneton a PC simultaneously at least once per month at home (Nielsen)
11-13h,20-22h are the rush-hours of Baomoi Mobile (WAP)’s usersSrc : Baomoi Mobile (WAP) - Google Analytics
11-13h,19-22h are the rush-hours of Baomoi Mobile (Application)’s users 18/8/2011 (mid-week)Src : Baomoi Mobile Application (http://baomoi.mobi) - Felix Studios
11-13h,19-22h are the rush-hours of Baomoi Mobile (Application)’s users 21/8/2011 (weekend)Src : Baomoi Mobile Application (http://baomoi.mobi) - Felix Studios
11-13h,19-22h are the rush-hours of Baomoi Mobile’s users Is it the Golden Hours for TVC in Vietnam?
41% 55% 750 million Vietnam’s netizens Vietnam’s netizens access SNS (2010) access SNS (2011) Number of Facebook users 33% 19% 70% small business owners Vietnam’s SNS users using Facebook for marketing, compared Users per capita use ...................... to 66% who use Google 10.000 11% Facebook fans would buy something that was only Number of Youtube brand partners offered to themSrc : Mashable + Kantar Vietnam + VNNIC + Cimigo
96%Src : Nielsen - 2011
So, what isSocial Media?
Forum Social NetworkVn-Zoom, Tinhte, DDTH, Webtretho... Facebook, LinkedIn, Go, Ban Be... Content Community Blog Y!360, Wordpress, Flickr, Youtube, Digg, Anhso, Clip.vn, Linkhay... Yume... Micro-blogging Wikis Wikipedia (200.000++ articles in Twitter, Mimo... Vietnamese), VLoS...
5 Characteristics of Social Media
blur the contribute + border between feedbackmedia & audience 1.Participation
Content is everyone’s property 2.Openness
Traditional : one- Social Media : two- way broadcast way conversation 3.Conversation
Communicated effectively easier to form a community 4.Community
Different device, different experience 5.Connectedness
LOTTE - JAPAN “FIT” DANCE CONTEST Campaign URL : http://lotte-ﬁts.jp Social Media Channel : Date : March 2009 Duration : 3 months Prize : 10000 USD
TVC + Star (+Youtube)Src : http://www.youtube.com/watch?v=WGkceCjHTSc
User Generated Content (UGC)http://www.youtube.com/watch?v=mYzLcVZC8k4
User Generated Content (UGC)Src : http://www.youtube.com/watch?v=y8OePF9nkcI
110M++ people Some clips had 2M++ views 3000 clips 55M++ views
10% revenue from Facebook (isn’t the top referrer but has the best conversion rate)also building community and gaining ‘proﬁts’ from Zing Me, Twitter ... SME
Facebook + Flickr +7 staffs Youtube + Renren + Sina2M RM (~660.000 USD) ~1M for traditional advertising tickets sold Enterprise
Social Media : When + Where
"Who said this is media? Media issomething you can buy and sell.Media contains inventory. Mediacontains blank spaces. Consumerswerent trying to generate media.They were trying to talk tosomebody. So it just seems a bitarrogant. ... We hijack their ownconversations, their own thoughts andfeelings, and try to monetize it." Ted McConnell Digital Guru of P&G, 11/2008
ParticipationConversation Openness Social Media Community Connected
2-ways Conversation Content +Monitoring Tools Community Social Media SMO + SEO Framework