How social changes brand and campaign management

Copyright 2010 BuzzInsight. This text is for position only.
How social changes
Marketing and
Campaign
management

This slideshow is from a presentation at the M2 Marketing & Media events
in Ho Chi Minh City, Vietnam organized by ITV-Asia.com and VietnamBusiness.TV
To see videos from the events, interviews with speakers and
to get information on upcoming M2 - Marketing & Media Network events
Please visit VietnamBusiness.TV

3
Agenda
1. Social disrupts and change Path to Purchase
2. What is Buzzmetrics?
3. How social listening changes Campaign
Management
4. Case Study - Samsung
Visit VietnamBusiness.TV
for business videos, news & research

The power of
Social Media

5
The power of social media

6
Social networking penetration in Vietnam
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
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
%

7
Facebook users in Vietnam
22,150,000** 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.
57%
43%
Gender distribution
Males
Females
21%
47%
25%
5%
1%
1%
Age distribution
13-17
18-24
25-34
35-44
45-54
Source: **Comscore 2013 based on July, *VNNIC for Nov 2012
Note * * social bakers do not public a number of Facebook users

8
“I use Social Media site to make purchase decision”
Source: Nielsen Global Online Survey – Dec 2011

9
69% Trust Consumers Opinions Online compared to
52% trust TV Ads
Source: Global Trust in Advertising. Report Nielsen Q1 2012

10
Identify drivers of Brand Defection
Map conversation to each
stage of the CDJ
Compare
conversation across
brands
Drivers of Loyalty,
Advocacy
Drivers of Brand
Defection
Analyze emotional
engagement and
differentiation
Consumer Decision Journey Is No Longer Linear

11
Social Media represents EARNED media with the revolution of
social networks
Purchased marketing activities.
Generally short term in nature
and end in the absence of
funding
Traditional TV and Print
advertising as well as digital
efforts such as Paid Search,
Display, Video, Gaming, etc.
Efforts which occur on
proprietary properties which
are wholly owned by the
Marketer.
PAID OWNED
• Drive Awareness
• Enhance equity / liking
• Build emotional rapport
• “Personalize” branding
for consumer
• Deliver deep brand
or category knowledge
• Build a sustained
relationship with my
consumers
• Drive Sales
Example
Tactics
Marketing
Objective
Brand and Mfg. Web Sites, Brand
tools (i.e. Tide Stain Brain) , and
CRM efforts
Consumer ratings and reviews.
Online conversations on
discussion boards and blogs.
Organic search and traditional
(offline) WOM
Messaging carried out
voluntarily by consumers
on behalf of the brand
• Deliver deep brand
or category knowledge
• Build a sustained
relationship with my
consumers
• Drive Sales
EARNED

12
The role of Social media in digital marketing mix

13
Which are the highest priority for your organization to develop over the next 6-12 months?
Rank the top 3
25
13
15
8
8
10
4
8
21
25
21
23
23
17
17
8
8
17
Monitoring product launches to make rapid
changes in product/packaging
8
0
Testing new product concepts and features 16
Developing/brainstorming new product concepts and
features based on unmet needs
17
0
Refining messaging and creative by analyzing
what words and ideas resonate
21
Tracking overall brand health vs. competitors 27
Responding to customers directly using social media
channels
31
Informing brand positioning/strategy by
understanding brands' distinctive attributes
31
Understanding customer needs/segmentation 36
Identifying service and product issues/crisis
management
38
Using social media as a marketing channel 46
Rank 2 or 3
SOURCE: Buzzmetrics Social Media Summit Survey (n=48)
Strategies for Social Media?

About
Buzzmetrics

15
What is Buzzmetrics?
Consumers voice opinions
online and post on a social
networks such as blog or
board, facebook, twitter or
online news article
The BuzzInsight methodology involves crawling social networks such as blogs,
forums, Facebook, Twitter, YouTube etc. to capture consumer opinions into a robust
database
• 1,030 forums, 435 blogs, 7,379
Online News Portals, 11 social
networks
• 90+ millions of discussions
(by end of 2011)
Category
Level
Discussions
Brand
Discussions
Product
Level
Discussions

16
Our Clients
We provide what Marketers need. It is Research, not just Monitoring.
Our customers are large enterprise marketers across to Consumer
Packaged Goods, Consumer Electronics, Telecom, Auto,
Pharmaceutical, Finance and Media industries

17
How Social changes Campaign
Management

18
REALTIME control of online Share of Voice and
Consumer Sentiment drives stronger ROI
Large increase
in intent
No increase
in intent
More positive
buzz
SOV & Net sentiment
Impact of Exposure To Buzz on Purchase Intent
R² = 0.72
Less positive
buzz
A
B
D
C
E
Purchase
Intent
Source: Nielsen

19
REALTIME campaign management on social media
requires collaboration between 3 parties
CLIENT
SOCIAL MEDIA
AGENCY
BUZZMETRICS
REAL-TIME SOCIAL
MEDIA SENTIMENT
MONITORING OF ALL
SOURCES

20
Buzzmetrics classifies every single buzz into functional
attributes and sentiment for the agency to respond
CLIENT SOCIAL MEDIA AGENCY
BUZZMETRICS
Runs integrated campaign Tracks all buzz and classifies
sentiment
Seeds buzz and responds to
negative buzz based on
Buzzmetrics classification
Negative
Negative
Positive
Negative
Negative
Negative
Positive

21
All collaborative tasks are done via BuzzPulse Communication
and Monitoring Platform
http://pulse.buzzmetrics.vn

22
Case Study – Samsung
Galaxy V Campaign

23
’14.07
4.0” WVGA TN TFT
3MP w/ Flash + Front
Single 1.2GHz
HSPA+21
KitKat
Giá: 2,290,000
Samsung Galaxy V is a product designed just for Vietnam market.
Galaxy V positions itself in entry level smartphone segment with
special features of loud speaker for conversation in loud place and
3Mb front camera for selfies

24
Campaign management - Overview

25
Campaign management - Monthly

26
Campaign management - Weekly

27
Sentiment improves as the result of active social management

28
SOCIAL MEDIA TYPES
Channel Analysis

29
MARKETING ACTIVITY
Marketing Tactics Analysis

13%
87%
Paid Earned
PAID VS EARNED ANALYSIS
Paid vs Earned Analysis
Paid Analysis to
Qualitatively assess
Communication
Messaging
Effectiveness
Earned Analysis to
Quantitatively Analyse
True Consumer Opinions
for Insight
Total
Sentiment
Paid
Sentiment
Earned
Sentiment

31
OVERALL SENTIMENT (ALL CHANNELS)
Forums Facebook Retailers
Sentiment – All Channels

32
Samsung Mobile Vietnam
This week
4 weeks

33
Thegioididong.com
This week
4 weeks

34
This week, Screen, Design, OS and Extra Volume are the most attributes that receives the large
number of compliments from users. The number of negative comments has significantly
decreased.
Screen, Design, OS and Extra Volume
Screen
Design
OS
Extra Volume

How social changes brand and campaign management

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