This is slide about Marketing communication media with specific about the using of Facebook as marketing media in Hảo Hảo campaign. Spring 2017.

1. Individual assignment
Student: YenLTsb01571
Subject: MKT304
Teacher: TuNP
Topic: Make a presentation to address the use of marketing communicational me
in Vietnamese practice.
Assigned communicational media: Social media (Facebook)

4. Pros Cons
- Target marketing
- Relationship building
- Exposure
- Speed
- Low cost of entry
- Information access
- Customer service
- Give brand a personality
- Time consuming
- Loss of control
- Risk of negative feedback,
information leak, hacking
- Long time before ROI
- Privacy
- Irritation

5. Why facebook?

8. Facebook features for marketing

9. Facebook marketing in Vietnam

10. Facebook
Fanpage
Facebook
ads
Influencer
on
facebook
Forum
seeding

11. Campaign brief
 Product: Hao Hao instant noodles
 Target audience:
- Age: Millennial
- Gender: All genders
 Timeline: 11/2016 – 2/2017
 Channel: Facebook fanpage

12. Fanpage feature
 Tab for Call-to-action
 Tab for Product Applications

13. Timely - Early noon: 11:15 am
- Evening: 7:45 pm, 8:00 pm
- Create habit for
audiences
Frequency - 2 days/post on holiday season
- Maximum 3 posts/week
- Only one post within a day
- Create comfort gap
to relax and catch up
news
- One shoot at one
time
Mood-aware Posts - Noon: release info about
minigame, contest
- Evening: prior inform about
contest/minigame, close game,
announce winners/prizes.
- New news, talkative
topics, relaxing news….

14. Content - Relevance
 Relevant with brand positioning and target consumer
- Social tone: young, reliable, positive, inspired; use icon, sticker, emoji.
- Used words: hot phrase/word in current time in young community.

15. Content - Relevance
 Relevant with chosen platforms
- Short, simple status.
- Use hashtag thoroughly.
- Shorten link.
- Video content: Food making.
- Gif.

16. Content - Relevance
 Relevant with the society/context we live in.

17. Content - Relevance
 Provoking: Encourage participation
- Create mini-game, contests with attractive content and prizes that fit
target audience hobbies and desire.
- Mechanism: using Facebook application, up/share photo/particular
content and viral it by likes & reactions, comments, shares, hashtag.
- Use Influencers participation (Miu Lê, Gil Lê, Thanh Duy, hot Fblogs) to
increase audience engagement.

19. Cost for using Facebook do
marketing
 Cost for run Facebook Ads: daily budget/lifetime budget,
CPC/CPM payment method.
 Cost for build Facebook Apps.
 Cost for hire agency to create content and manage fanpage
activities.
 Cost for run activities likes contest, game on fanpage: prizes.

20. Effectiveness measurement method
Facebook insight Google analysis
- Page views, page likes, reach,
post engagement, videos, photo
view, post click.
- Traffic analysis: demographic,
organic/paid traffic.
- Source of traffic from Facebook.

21. Feedbacks from audiences

23. Thank you for your
attention!