Social Media For Sale

Social Media for Nguyễn Thành Long - VP of ePi Tech Inc. - http://baomoi.com Zing - Social Network Conference - Aug2011

3 minutes for Baomoi.com

Source : Burson-Marsteller (Young & Rubicam/WPP) - Aug2011

1M++ downloaded700.000 visits/day 120.000 visits/day ~5000 visits/day web wap application tablet

They tried, they failed and ...

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 ...

6/2011

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

1.Participation 2.Openness 3.Conversation 4.Community5.Connectedness

Social Media : How?

Src : Gapingvoid 1.Two-ways conversation

Only one promoted tweet will be displayed on the Search Result Page Promoted tweet will disappear if userdon’t interact with it

2.Content + Community

POEM = Paid/Owned/Earned Media

3.SEO + SMO

User Content AIDA BrandBrand relationship Src : Razorﬁsh Brand Evangelist 4.Framework

5.Monitoring Tools

http://baomoi.com/Tag/[Brand_Name].epiWeb Analytics Tools : Google Analytics, Woopra, Alexa... Social Monitoring Tools : SocialMention, ePiORM, Boomerang...

OralB - Summer 2011

Dell OutletCampaign URL : http://www.twitter.com/DellOutletSocial Media Channel :Date : 2007Duration : till now

1.5M followers3M++ revenue

DELL HELLJeff Jarvis 6/2005 + 4 years @home warranty

#dellhell Buzzmachine.com DELL HELLJeff Jarvis +

Well, my #dellhell continues... DELL HELLJeff Jarvis email : don’t reply blog : don’t read silence is my friend...

get back money and scars with DELL HELL #dellhellJeff Jarvis ACSI (American Customer Satisfaction Index) score dropped ﬁve points in one year

33 corporate accounts1.5M followers 8 forums 12 blogs3M++ revenue 22 Facebook groups

Social Media : Who

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

F&F Non-proﬁt

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

Thank you! http://baomoi.com http://buzz.tl epi_longo long@epi.com.vn

http://buzz.tl	1356
http://open.me.zing.vn	845
http://open.zing.vn	774
http://phavoraocan.com	94
http://www.phavoraocan.com	61
http://feeds.feedburner.com	28
http://127.0.0.1	19
http://dev.openplatform.me.zing.vn	9
http://open.zing.vn.	5
http://www.netvibes.com	1
http://vn.360plus.yahoo.com	1
http://buzz.tl} {296785344\|\|\|pingback	1

Social Media For Sale

by Long Nguyen Thanh

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Social Media For Sale Presentation Transcript