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SOCIAL MEDIA
BRAND UPL FTHow to maximize your brand performance on social media?
Webinar link: https://youtu.be/g_MHelTK26g
Our thought
Total Population
96.90million
Urbanisation 36%
Internet Users
68.17million
Penetration 70%
Active SOMED Users
65.00million
Penetration 67%
* We are social report 2020 * SOMED = SOCIAL MEDIA
SOCIAL MEDIA OVERVIEW
Actively engaged with
or contributed to social
media in the past month
89%
Visited or used a social
network or messaging
service the past moth
96%
Average number of
social media accounts
per internet user
8.9
Total number of active
social media users
65.00million
Social networking
apps
94%
Social media users
compared to total
population
67%
* We are social report 2020
SOCIAL MEDIA BEHAVIOURS
Facebook
90%
Youtube
89%
Zalo
74%
FB Messenger
74%
Instagram
46%
TikTok
39%
* We are social report 2020
MOST-USED SOCIAL MEDIA PLATFORMS
#1
More
penetration of
mobile users
#2
More
influencers at
all levels on
Social Media
#3
More
consumer’s
touchpoints on
Social Media
Consumer journey is
getting more complicated
as they are easily accessible
to millions of touchpoints
on social media
Brands spare more
budget on
social media
CONCLUSIONS
However
No long-term strategy
for brand on social media
#3
Difficult to measure the
right Brand
performance with
committed KPI on
social media
#2
Hard to optimize the brand
performance from planning,
execution to measurement
in which requires strong
involvement of 3 sides: Brand
- Creative agency & Social
analytics agency
#1
Have no right market
benchmark to start
setting the right KPI for
strategic brand planning
on Social Media
TENSIONS
We proudly
introduce our
Innovation
Data-driven
Creative Agency
Social Media listening
and analytics
SOCIAL MEDIA
BRAND UPL FT
Small note Which categories to apply?
Categories in which consumers/ customers actively talk about
the product/ brand on Social Media:
Social Media definition
in this talk?
A. Popular Social Media Networks in Vietnam:
Facebook, YouTube, Instagram, Forum
B. Online Platforms generating discussion:
Online News, E-Commerce Site, Retailer Sites…
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
E-com
m
erce
M
obile
PhoneM
otorbikeB
everage
Cosm
etic
FM
CG
M
om
s
&
B
aby
M
ilkInsurance
B
anking
H
om
e
Appliances
Total mentions on Social Media (from 1/1/2020 - 30/9/2020)
The process
1.
Brand &
Category
Audit
2.
Brand
Planning
3.
Brand
Optimization
BRAND
UPLIFT
Optimize
Activities to
achieve
committed KPIs
3. Brand Optimization
- Deploy the plan with KPIs that we commit
- Always-on performance tracking by YNM to optimize
our brand performance during the path to take
advantage over competitors
Brand landscape
as Inputs for
Annual brand
planning
1. Brand & Category Audit
- Review your brand performance on social media
- Review competitors’ performance on social media
- Review brand activities on social media
- Review the best practices (content, channel, qualified
Influencers, other tactics…) used on social media
- Understand consumer interest – concern - trend
Co-design
Strategy Plan
with aligned KPIs
2. Brand Planning
- Understand brand strategy and budget for media
- Set the right KPIs for brand performance to win on
social media
- Co-work with Brand team to work out Brand
performance plan
3 STEPS TO UPLIFT YOUR BRAND ON SOCIAL MEDIA
Understand
the metrics
TA are not
aware of
Brand on
social
TA get
aware of
your Brand
on Social
media
Information
seeking to
evaluate if
your Brand is
relevant to
their needs
Start using
your Brand and
generate their
interaction
about your
Brand
Create
positive
interaction
about your
Brand on
social media
Recommend
your Brand
to others
Awareness
Consideration
Engagement
Likability
Advocacy
Positive Share
of voice
How positively visible is
brand compared to its
competitors?
Brand Reach
How visible is brand on
social?
Brand Love
Is brand much
loved?
Brand Recall
How relevant is social
noise to brand?
A brand performing well on Social Media is the
one which is positively seen versus other
competitors on social consumer’s journey…
CONCEPT
Prior to attracting audiences to be considered, the Brand should be well visible on
social which means the Brand is making noise by a large scale of audiences on
social. Thence, to measure the Brand Reach, the key questions to be answered is
Buzz volume and Audience scale.
HOW CAN WE TRANSLATE THE METRIC?
BUZZ VOLUME: HOW MUCH NOISE IS CREATED ON SOCIAL MEDIA?
- Calculation: the total post on Facebook OR article on news site OR each comment or reply to that post
AUDIENCE SCALE: HOW MANY AUDIENCES DISCUSS BRAND-RELATED CONVERSATION?
- Calculation: The total unique audience creating the Buzz
WHY DOES IT MATTER?
Brand Reach indicates how wide the Brand reach on social media.
Brand Reach
How visible is brand
on social?
HOW CAN WE TRANSLATE THE METRIC?
BRAND RECALL : HOW MUCH BRAND RELATED BUZZ AT CONSIDERATION STAGE AND
ENGAGEMENT STAGE ON SOCIAL MEDIA?
- Brand consideration stage: total mentions related to consumers asking for review on Brand’s product/ service
- Brand engagement stage: total mentions related to consumers interaction (like/ share/ comments) towards
brand activities (minigames, engaging post, livestream…) or brand product
WHY DOES IT MATTER?
Brand Recall indicates how much relevant that target audiences react towards your Brand. The higher Brand
Recall, the higher chance that your Brand is being considered by your target audience as well as the ability to
interest them.
Brand Recall
How relevant is
social noise to brand?
As the brand is well visible on social media, target audiences have tendency to
generating contents related to brand by (1) asking for review at brand consideration
stage or/ and (2) interacting/reacting towards brand’s activities/ product at brand
engagement stage. Brand Recall therefore will reflect the Brand related mentions
generated by audiences.
HOW CAN WE TRANSLATE THE METRIC?
SENTIMENT SCORE: HOW MUCH BRAND IS LIKED BY TA ON SOCIAL MEDIA?
- Calculation: Sentiment score =
Positive − Negative
Positive + Negative
A score of 1 indicates the whole market loves the brand, a score of -1 indicates the whole market dislikes the
brand and 0 indicates a neutral attitude
BRAND ADVOCACY SCORE: HOW MUCH IS YOUR BAND ADVOCATED BY TA ON SOCIAL MEDIA?
- Calculation: total mention related to the consumer’s advocacy/ recommendation towards your Brand on
social community.
WHY DOES IT MATTER?
Brand Love indicates how much the Brand is liked and advocated by your TA on social media which show
their positive loyalty to your Brand.
Brand Love
Is brand much
loved?
A healthy brand on social media should be the one receiving positively feedback from
target audiences. The positive feedback is composed of brand likability that TA rated to
your brand and the advocacy that they give to your brand on social community.
Brand is not standing alone, it fiercely competes on real-time with numerous noisy
competitors on social, including both negative and positive buzz. Thence, Positive share
of voice does matter in this case to capture the brand performance via online
competition.
HOW CAN WE TRANSLATE THE METRIC?
POSITIVE SOV: HOW MUCH BRAND IS LOVED VERSUS KEY COMPETITORS ON SOCIAL MEDIA?
- Calculation: The percentage of positive buzz of your brand in comparison to the other key competitors.
WHY DOES IT MATTER?
The Positive Share of voice show us how strong/weak that your Brand healthily performs versus key
competitors. The more positive buzz given to your Brand compared to your key competitors, the healthier
share that your Brand occupied on social media.
Positive Share of voice
How positively visible is brand
compared to its competitors?
Why us?
WHAT WE OFFER?
We provide Always-on performace
tracking to support Creative team to
optimize the tactics for brand
performance as well as to keep you
updated with real-time performace
during the path.
WHY IS IT IMPORTANT?
Keep you be always alerted and
informed whether to adjust and
optimize the effectiveness of tactics
used on social media to ensure that
you meet the KPI committed in the
Post-Performance Review.
0
500
1000
1500
2000
1-Mar 3-Mar 5-Mar 7-Mar 9-Mar 11-Mar 13-Mar 15-Mar 17-Mar 19-Mar 21-Mar
Engagement post Music video Cover song PR articles/symposium clip
Activity trend line
Discussion about
MV on KOL’s pages
Duc Phuc singer
cover
Share posts
from KOL
Discussion about
article on Vnexpress
PHASE 1 PHASE 2
3.7%
76.2%
9.1%
11.0%
Engagement post Music video
Cover song PR articles/symposium clip
Campaign activity
contribution
DEM
O
ALW
AYS-O
N
Base:
7,240
buzz
THANK YOU

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Social Media Brand Uplift

  • 1. SOCIAL MEDIA BRAND UPL FTHow to maximize your brand performance on social media?
  • 4. Total Population 96.90million Urbanisation 36% Internet Users 68.17million Penetration 70% Active SOMED Users 65.00million Penetration 67% * We are social report 2020 * SOMED = SOCIAL MEDIA SOCIAL MEDIA OVERVIEW
  • 5. Actively engaged with or contributed to social media in the past month 89% Visited or used a social network or messaging service the past moth 96% Average number of social media accounts per internet user 8.9 Total number of active social media users 65.00million Social networking apps 94% Social media users compared to total population 67% * We are social report 2020 SOCIAL MEDIA BEHAVIOURS
  • 6. Facebook 90% Youtube 89% Zalo 74% FB Messenger 74% Instagram 46% TikTok 39% * We are social report 2020 MOST-USED SOCIAL MEDIA PLATFORMS
  • 7. #1 More penetration of mobile users #2 More influencers at all levels on Social Media #3 More consumer’s touchpoints on Social Media Consumer journey is getting more complicated as they are easily accessible to millions of touchpoints on social media Brands spare more budget on social media CONCLUSIONS
  • 9. No long-term strategy for brand on social media #3 Difficult to measure the right Brand performance with committed KPI on social media #2 Hard to optimize the brand performance from planning, execution to measurement in which requires strong involvement of 3 sides: Brand - Creative agency & Social analytics agency #1 Have no right market benchmark to start setting the right KPI for strategic brand planning on Social Media TENSIONS
  • 11. Data-driven Creative Agency Social Media listening and analytics SOCIAL MEDIA BRAND UPL FT
  • 12. Small note Which categories to apply? Categories in which consumers/ customers actively talk about the product/ brand on Social Media: Social Media definition in this talk? A. Popular Social Media Networks in Vietnam: Facebook, YouTube, Instagram, Forum B. Online Platforms generating discussion: Online News, E-Commerce Site, Retailer Sites… 0 2,000,000 4,000,000 6,000,000 8,000,000 10,000,000 12,000,000 14,000,000 16,000,000 18,000,000 E-com m erce M obile PhoneM otorbikeB everage Cosm etic FM CG M om s & B aby M ilkInsurance B anking H om e Appliances Total mentions on Social Media (from 1/1/2020 - 30/9/2020)
  • 14. 1. Brand & Category Audit 2. Brand Planning 3. Brand Optimization BRAND UPLIFT Optimize Activities to achieve committed KPIs 3. Brand Optimization - Deploy the plan with KPIs that we commit - Always-on performance tracking by YNM to optimize our brand performance during the path to take advantage over competitors Brand landscape as Inputs for Annual brand planning 1. Brand & Category Audit - Review your brand performance on social media - Review competitors’ performance on social media - Review brand activities on social media - Review the best practices (content, channel, qualified Influencers, other tactics…) used on social media - Understand consumer interest – concern - trend Co-design Strategy Plan with aligned KPIs 2. Brand Planning - Understand brand strategy and budget for media - Set the right KPIs for brand performance to win on social media - Co-work with Brand team to work out Brand performance plan 3 STEPS TO UPLIFT YOUR BRAND ON SOCIAL MEDIA
  • 16. TA are not aware of Brand on social TA get aware of your Brand on Social media Information seeking to evaluate if your Brand is relevant to their needs Start using your Brand and generate their interaction about your Brand Create positive interaction about your Brand on social media Recommend your Brand to others Awareness Consideration Engagement Likability Advocacy Positive Share of voice How positively visible is brand compared to its competitors? Brand Reach How visible is brand on social? Brand Love Is brand much loved? Brand Recall How relevant is social noise to brand? A brand performing well on Social Media is the one which is positively seen versus other competitors on social consumer’s journey… CONCEPT
  • 17. Prior to attracting audiences to be considered, the Brand should be well visible on social which means the Brand is making noise by a large scale of audiences on social. Thence, to measure the Brand Reach, the key questions to be answered is Buzz volume and Audience scale. HOW CAN WE TRANSLATE THE METRIC? BUZZ VOLUME: HOW MUCH NOISE IS CREATED ON SOCIAL MEDIA? - Calculation: the total post on Facebook OR article on news site OR each comment or reply to that post AUDIENCE SCALE: HOW MANY AUDIENCES DISCUSS BRAND-RELATED CONVERSATION? - Calculation: The total unique audience creating the Buzz WHY DOES IT MATTER? Brand Reach indicates how wide the Brand reach on social media. Brand Reach How visible is brand on social?
  • 18. HOW CAN WE TRANSLATE THE METRIC? BRAND RECALL : HOW MUCH BRAND RELATED BUZZ AT CONSIDERATION STAGE AND ENGAGEMENT STAGE ON SOCIAL MEDIA? - Brand consideration stage: total mentions related to consumers asking for review on Brand’s product/ service - Brand engagement stage: total mentions related to consumers interaction (like/ share/ comments) towards brand activities (minigames, engaging post, livestream…) or brand product WHY DOES IT MATTER? Brand Recall indicates how much relevant that target audiences react towards your Brand. The higher Brand Recall, the higher chance that your Brand is being considered by your target audience as well as the ability to interest them. Brand Recall How relevant is social noise to brand? As the brand is well visible on social media, target audiences have tendency to generating contents related to brand by (1) asking for review at brand consideration stage or/ and (2) interacting/reacting towards brand’s activities/ product at brand engagement stage. Brand Recall therefore will reflect the Brand related mentions generated by audiences.
  • 19. HOW CAN WE TRANSLATE THE METRIC? SENTIMENT SCORE: HOW MUCH BRAND IS LIKED BY TA ON SOCIAL MEDIA? - Calculation: Sentiment score = Positive − Negative Positive + Negative A score of 1 indicates the whole market loves the brand, a score of -1 indicates the whole market dislikes the brand and 0 indicates a neutral attitude BRAND ADVOCACY SCORE: HOW MUCH IS YOUR BAND ADVOCATED BY TA ON SOCIAL MEDIA? - Calculation: total mention related to the consumer’s advocacy/ recommendation towards your Brand on social community. WHY DOES IT MATTER? Brand Love indicates how much the Brand is liked and advocated by your TA on social media which show their positive loyalty to your Brand. Brand Love Is brand much loved? A healthy brand on social media should be the one receiving positively feedback from target audiences. The positive feedback is composed of brand likability that TA rated to your brand and the advocacy that they give to your brand on social community.
  • 20. Brand is not standing alone, it fiercely competes on real-time with numerous noisy competitors on social, including both negative and positive buzz. Thence, Positive share of voice does matter in this case to capture the brand performance via online competition. HOW CAN WE TRANSLATE THE METRIC? POSITIVE SOV: HOW MUCH BRAND IS LOVED VERSUS KEY COMPETITORS ON SOCIAL MEDIA? - Calculation: The percentage of positive buzz of your brand in comparison to the other key competitors. WHY DOES IT MATTER? The Positive Share of voice show us how strong/weak that your Brand healthily performs versus key competitors. The more positive buzz given to your Brand compared to your key competitors, the healthier share that your Brand occupied on social media. Positive Share of voice How positively visible is brand compared to its competitors?
  • 22. WHAT WE OFFER? We provide Always-on performace tracking to support Creative team to optimize the tactics for brand performance as well as to keep you updated with real-time performace during the path. WHY IS IT IMPORTANT? Keep you be always alerted and informed whether to adjust and optimize the effectiveness of tactics used on social media to ensure that you meet the KPI committed in the Post-Performance Review.
  • 23. 0 500 1000 1500 2000 1-Mar 3-Mar 5-Mar 7-Mar 9-Mar 11-Mar 13-Mar 15-Mar 17-Mar 19-Mar 21-Mar Engagement post Music video Cover song PR articles/symposium clip Activity trend line Discussion about MV on KOL’s pages Duc Phuc singer cover Share posts from KOL Discussion about article on Vnexpress PHASE 1 PHASE 2 3.7% 76.2% 9.1% 11.0% Engagement post Music video Cover song PR articles/symposium clip Campaign activity contribution DEM O ALW AYS-O N Base: 7,240 buzz