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Theo doi thuong hieu va do luong hieu qua pr

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Theo doi thuong hieu va do luong hieu qua pr

Theo doi thuong hieu va do luong hieu qua pr

  1. 1. SOCIAL LISTENING BRAND tracking & PR measurements
  2. 2. Agenda 2 What is SOCIAL LISTENING? Brand Index: How brands perform online? Measure PR effectiveness 1 2 3
  3. 3. Vietnam Digital & Social landscape Since 2013, Vietnam Social Media grew rapidly. The voice of consumers and news media become greatly influential which brings both opportunities & risks to brands & enterprises. Facebook Vietnam Annual growth 3.6 8.5 20 25 0 5 10 15 20 25 30 Millions 70 % 31 % Facebook penetration (70%Vietnam Netizens Growth
  4. 4. VIETNAM Social Media Landscape 4 Social Networks: Facebook: 500K pages, 300K groups, 24M profiles 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 SocialHeat analytics) by
  5. 5. What is SOCIAL LISTENING? 5 Social Listening is real-time COLLECTION of Netizens Conversations on Social Media and generate INSIGHTS Analytics Database Online News Forums, Blogs Facebook, Youtube, G+ Senti ment Ratin g Anal ytic Nois e filte r Analytics processing Insight reporting INSIGHTS Brands Categories Products Consumers Channels Reputation Monitoring Campaign Measurement
  6. 6. What is a GOOD social listening tool? 6 Realtime & automatic analytics (30 mins & 1-hour response) Analytics Database Online News Forums, Blogs Facebook, Youtube, G+ Cover all major channels Automatic Sentiment Rating Actionable insights & details 1 2 3 4
  7. 7. What are the BENEFITS of Social Listening? 7 STRATEGY PLANNING EXECUTIO N Insi ghts Listen & monitor Measure ments & Reports Get INSIGHT  Monitor campaign & brand performance  Measure and report effectiveness
  8. 8. 8  Campaign major performance metrics:  Buzz & Reach: How much buzz and reach from all digital media (online news, forums, social networks) with breakdown into further sources & channels analysis (top sources, influential sources, KOLs,…)  Campaign’s sentiment: How audience rate toward the campaign  Virality level: How buzz related to the campaign is triggered and shared among all forums and social networks Campaign Measurements
  9. 9. 9  Brand impact:  Buzz & reach: How much buzz and reach the campaign brings to brand in comparison to previous periods  Brand equity/health: How brand is liked/loved by the audience before and after the campaign  Brand associations: How brand associations changes over the campaign (before & after)  Brand adoption: How brand adoption (aware, use, prefer, love) changes over the campaign (before & after)  Audience insight: What are preference & expectation of the audience toward brand and category Campaign Measurements
  10. 10. Track every News & Discussions 10 5-min setup, get in real-time every online NEWS & netzens’ DISCUSSIONS
  11. 11. Brand buzz & sentiment 11 How brands are mentioned on Digital Media & How media & netizens like/love and dislike it
  12. 12. Brand buzz & sentiment 12 How brands are mentioned on Digital Media & How media & netizens like/love and dislike it Hourly-basis tracking & alert Automatic sentiment score & trend & by channels
  13. 13. Netizens rating on Brand/Product attributes 13 Measure & highlight what brand’s attributes are most discussed by consumers 51% 11% 11% 7% 2% 4% 2% 1% 1% 9% 2% Design Waterproof Finger Scan Screen resolution Processor Camera Battery Saving Mode RAM External Memory Price Gear/Fit
  14. 14. Brand health & key drivers How Netizens rate & feedback Brands, Products, TVCs, Campaigns,… and what are the key drivers? Major negative drivers 37% 28% 20% 15% Beer Taste Brand personality Major postive drive 16% 21% 39% 24% Price Brand personality
  15. 15. Brand health from Netizens 15 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) Premiu m (cao cấp) Worth the money (giá phù… Populari ty (phổ biến) 23 % 46 % 78 % 65 % Brand love Differenti ation Usage Share of voice BRAND ASSOCIATIONS BRAND ADOPTON 1% 2% 5% 45 %
  16. 16. Top channels & influencers 16 Top sources & users/KOLs who generate the most engagement with fans and friends Top sources with highest buzz Top influencers
  17. 17. Campaign Virality/Sharing How people are excited and engage with the campaign to share it on social media ? Gross Shares (share of all posts/threads/news) 36,204 Gross comments All comments on all platforms 140,957 PR articles shares Shares of news PR artices 16,000 Virality & engagements Top 10 most viral articles
  18. 18. Buzz generated by campaign 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 OthersPeriod: Aug 01 – Aug 15
  19. 19. PAID vs EARNED How much buzz gained by PAID vs EARNED media Period: july 2014 – sep 2014 PAID vs EARNED 38 % 62 % PAID EARNED
  20. 20. Compare to previous campaign Compare with previous or competitors’ campaigns Total Buzz Total Reach Total Shares 36,204 Campaign sentiment OTHER CAMPAIGN 46,2042.3M 3.5M15% 23% 12% MY CAMPAIGN
  21. 21. Share of Voice 21 How much online voice share of the brand with other competitors (if necessary), before & after the campaign Period: july 2014 – sep 2014 Before After Period: Jan 2014 – Jul 2014 BRAND Compet itor
  22. 22. BRAND search trend 22 How brand was seeked (searched) by Netizens during the campaign period in comparision to competitors. BRA ND Othe r BRA ND Oth er
  23. 23. 23 About Us : YOUNET MEDIA
  24. 24. YouNet Media - Founders team 24 Founded by Vietnam’s pioneering Internet marketing & technology veterans with 15 years in the field. Nguyen Hai Trieu CEO / co-founder 17 years in Internet & marketing business MBA (Uinversity of Hawaii), MSc. In Computer Engineering (University of Technology, HCMC) Former co-founder, CEO & COO of Pyramid Consulting Vietnam, WADA.VN, LIKE.VN Nguyen Anh Hoa Co-founder & partner 14 years in Social Network business MSc. In Computer Engineering (University of Houston) Founder & CEO of YouNet Social (younetco.com) Quan Thanh Tho R&D Director PhD. Computer Science (Nanyang Technological University, Singapore) Head of Computer Engineering Department, University of Technology, HCMC Expert in Natural Language Processing research & development
  25. 25. trieunh@younetmedia.com 0913-674-095 www.younetmedia.com Follow what’s hot & trendy on Facebook: www.toponsocial.com Nguyen Hai Trieu / CEO Facebook.com/younetmedia

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