3. Need a holistic Marketing Strategy
3
Marketing Stratgegy & Plan
PR
Digital
Social
Content
Activation
ADS
4. Digital Strategy: HOW TO GET IT RIGHT?
4
OBJECTIVES:
1.Build awareness, reach & acquire fans
2.Engage & communicate brand stories
3.Generate leads
Questions!
How did they perform?
Channels? Content? Sentiment?
Influencers?
How they rate the others?
What they prefer?
Any unmet need?
5. We need insights and monitor how it work…
5
STRATEGY
PLANNING
EXECUTION
Insights
Listen & monitor
Measurements
& Reports
6. So, what & why SOCIAL LISTENING?
6
Social Listening is real-time COLLECTIONof Netizens Conversations on Social Media and generate INSIGHTS
Analytics Database
Online News
Forums, Blogs
Facebook, Youtube, G+
Sentiment Rating
Analytic
Noise filter
Analytics processing
Insight reporting
INSIGHTS
Brands
Categories
Products
Consumers
Channels
Reputation Monitoring
Campaign Measurement
7. Social Media Landscape
7
Vietnam Major Social Media Platforms
Social Networks:
Facebook, Google+, YouTube,…
Online News, Forums & Blogs:
400 high traffic news sites, 200 major forums, 10K blogs
10 large E-retailers (shopping sites & fanpages)
150 million discussions /month
by
8. Insights from Social Listening
8
How Netizens rate & feedback Brands, Products, TVCs, Campaigns,…
Major negative drivers
37%
28%
20%
15%
Beer Taste
Brand personality
Heath
Price & promotion
Major postive drivers
16%
21%
39%
24%
Price
Brand personality
Customer services
Taste & smell
9. Brand associations & adoption levels
9
How brand associations have been gained or changed during the campaign?
0
10
20
30
40
50
60
70
80
90
100
Healthy (tốt cho sức khoẻ)
Taste (mùi vị)
Premium (cao cấp)
Worth the money (giá phù hợp)
Popularity (phổ biến)
23%
46%
78%
65%
Brand love
Differentiation
Usage
Share of voice
10. Buzz generated by campaign
10
How much buzz directly generated by the campaign (based on BRAND mentions which relevant to the campaign: have have both brand & campaign keywords)
Total brand buzz
Brand buzz by campaign
72%
28%
Buzz from campaign
Others
Period: Aug 01 –Aug 15
11. Top channels & influencers
11
Top sources & users/KOLs who generate the most engagement with fans and friends
Top sources with highest buzz
Top influencers
12. Social Listening Adoption: GLOBAL ADOPTION since 2010
12
Most active industries & categories with Social Listening & Marketing Automation