Techcombank - Digital Social Play Book 2022

SOCIAL
PLAYBOOK
TECHCOMBANK
Code: PL01-HĐ-MKT/07
TECHCOMBANK SOCIAL PLAYBOOK
Issuance: 02/00
Effective date: ……/11/2021

“RULES ARE FOR THE OBEDIENCE OF FOOLS
AND THE GUIDANCE OF WISE MEN”
- Douglas Bader -
For best use, please handle this guidebook ﬂexibly in your own context.

1. Introduction
360 holistic guidance of usage for this Social Playbook
Issuance: 02/00

04
Introduction
Introduction Summary
Who & How to use
Lessons learned after use
Questions to ponder
before rolling the campaign
Way of working
Who:
•Techcomers: All Techcomers who are and will be the person in charge for any Techcombank social-related
projects.
•Agency: Who is currently working or will work for Techcombank for social-related projects.
How:
•Marketers: Ask yourselves questions regarding the current social campaign/project.
•Newbie to Techcombank social campaign: Look in the directory for the needed parts.
• Who will participate in the project?
• What teams are usually found in a social agency?
• Standard workstream with an integrated campaign.
• Understanding the current landscape of Techcombank and competitors to plan eﬀectively.
• Proactively operate a social-led project/campaign with appealing contents.
• Knowing how to set up goals and measurement methods.
• A guide to create content with appealing formats, to make sure yours are true to Techcombank DNA, yet deliver
branded content in a relevant manner with TA.
• What is the objective of this campaign?
(Business objective | Marketing objective | Communication objective).
• TA segmentation & their digital demographic/ behavior? Target Audience Journey?
• What is campaign RTBs/ product CVPs?
• What do I want to do with this campaign in one concise sentence?
• What are the roles of existing tools that help you achieve your objective?
• What are the campaign’s beneﬁts based on Brand’s vision, RTBs/ CVPs and customer’s insights?
Social Playbook
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05
Introduction
Way of working zoom-in
1. Who will participate in the project?
- Brief in projects with
clear goals
- Approve GTM plan
Provide strategic and
creative solution for GTM
plan
Provide social media
solution for GTM plan
Media buying solution
- Own media platform
- Provide ads & content
inventories
Measure efficiency
Client Creative Agency
Social Media
Agency
Media Agency Publishers Tracking Partners
2. What teams are usually found in the social agency?
- First point of contact, client lead
- Project management: briefing,
timeline, budgeting, way of
working
- Operation: presentation,
approval, production,
deployment, report, optimization
- Integration: across workstreams,
deliverables, departments,
partners, territories
- Quality control
- Solve business problems with
strategy: business & marketing,
branding & portfolio management,
integrated comm, content,
touchpoint, go-to market...
- Insight miner
- Define success metrics &
measures
- Based on strategic approach to
provide creative solutions
- Generate ideas, copies, visuals,
designs
- Supervise execution with
Account and Producer via a
creative lens
- Convey creative ideas and brand
messages through images
- Ensure images in the right brand
guideline
- Based on strategic
approach and creative approach
and social content approach,
define the appropriate channel
- Planning community plan based
on communities’ voice/ insight/
keyword following content
approach
- Supervise execution via
communities’ lens
Account Strategy Creative Production Community
Social Playbook
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06
Introduction
3. Standard workstream with integrated campaigns.
Stage 1
Strategy Development Creative Development
Stage 2
Production
Stage 3
Deployment & Optimisation
Stage 4
Techcombank
Commercial &
marketing brief
Techcombank &
Creative Agency
Techcombank &
Creative Agency
Techcombank &
Creative Agency
Techcombank &
Creative Agency
Brief
Clariﬁcation
Campaign Master
timeline Agreement
Creative Agency
Creative Agency
Creative Agency
Creative Agency
Media Agency Media Agency
Hero creative
assets
development
Brieﬁng other
comms partners
Strategy & Idea
Approval
Techcombank
Creative + Social +
Media Agencies
Comm Plan
Approval
Techcombank
Review PHs,
Directors &
Treatments
Attendance &
supervision
Final sign-off
Final MR sharing
Creative + Social +
Media Agencies
Creative + Social +
Media Agencies
Monitoring
Techcombank
Techcombank
Media deployment
CAMPAIGN
STRATEGIC
APPROACH
PRESENTATION
ALIGNED
STRATEGY
+ IDEA
PRESENTATION
INTEGRATED
COMM
PLAN
PRESENTATION
PPM/
SHOOTING
DIGITAL
PRODUCTION
POST
PRODUCTION
& MASTER
RELEASE
CAMPAIGN
LAUNCH
IMPLEMENTATION
OPTIMISATION
WIP
REPORT
Social Playbook
Issuance: 02/00

07
Introduction
Social + Media
Agencies Social + Media
Agencies
Social + Media
Agencies
4. Standard workstream with social campaigns.
Stage 1
Social Plan Development Production
Stage 2
Deployment & Optimisation
Stage 3
Techcombank
Commercial &
marketing brief
Brief
Clarification
Social Plan
Approval
Techcombank
Monitoring
Techcombank
Social + Media
Agencies
Techcombank
Note: this is estimated leadtime but shall be flexible to adjust based on each campaign requirement, where possible
CAMPAIGN
ASSET
PRODUCTION
CAMPAIGN
LAUNCH
OPTIMISATION
WIP
REPORT
SOCIAL
PLAN
PRESENTATION
Social & Media plan
development
Techcombank
Final sign-off
Social Playbook
Issuance: 02/00

2. Terminology
Issuance: 02/00

Personal Banking/
Retail Banking (1)(2)
A type of banking service and product line offered by banks to retail customers,
that is consumers rather than businesses, intermediaries and institutions.
Banca
(Bancassurance) (1)(3)
Insurance products sold to bank’s customers, including life insurance, non-life
insurance and bundled insurance products.
Business Banking/
Corporate Banking (1)(2)
Product & services (lending, app, consultation, etc.) for customers to develop their
business.
Priority Banking (1)
A set of basic banking products with special offers for Priority customers and
structure products to optimize capital sources and maximize customer profit.
Investment Banking (1)
Personal: Preeminent personalized financial planning consulting tool - safe,
flexible and attractive profit personal finance products.
Organizational: Corporate bond issuance consultancy, strategic financial advice,
and tailor-made financial products to suit the needs of each organizational client.
CASA (1)
(Current account & saving account) a bank account allows users to keep &
withdraw money for normal use.
Saving (1)(2)
A bank account to hold money with interest rate within a term.
Debit card (2)
Allow customers to withdraw and make payments with CASA account for normal use.
Credit card (2)
Allow customers to borrow funds from banks to pay for goods and services.
Lending (2)(4) Loan products including mortgage loans, auto loans, consumer loans, business
loans, etc., to serve customer lifestyle needs & desires.
CD (Certiﬁcation of
Deposit) (2)
An account allows customer to deposit money for a short specific term with
a higher rate compared to saving.
Internet banking (1)(2) An electronic banking services is provided by Techcombank on Techcombank's
website channel. Customers access the service with their username and password
as prescribed to perform transactions.
Mobile banking (1)(2)
An electronic banking service provided by Techcombank to customers via mobile
device/mobile phone by downloading the app provided by Techcombank, logging
in with the username and password as prescribed to perform the transaction.
Each customer can only register with only one phone number.
eKYC (1)(2) A way for Techcombank to recognize customers through electronic channels.
Cashback (2)
A benefit for credit cards & CASA's owner that refunds the cardholder a small
percentage of the amount spent.
A one-time password sent by Techcombank system to customer via phone
message, security device, application that generates security code installed on
mobile devices or other forms of sending as notified by Techcombank from time
to time, to authenticate the customer's transaction using the service.
OTP (1)(5)
COMMON BANKING TERMINOLOGY
09
Terminology
Banking Terminology
Social Playbook
Issuance: 02/00
Source: (1) Techcombank; (2) Investopedia,
(3) The Economic Times; (4) PwC; (5) Thales Group
MAFF (Mass Affluent) (1)
Techcombank TA’s segment with a total household income in a year from
300 million VND to less than 1.3 billion VND.
AFF (Affluent) (1)
Techcombank TA’s segment with a total household income in a year from
1.3 billion VND and more.
ETB (Existing to bank) (1)
Customers who established relationship with Techcombank.
NTB (New to Bank) (1)
MM (Middle Market) (1)
Customers that have not used any product from Techcombank, might or might
not know about Techcombank.
Middle Market with the latest revenue from 600 billion to 2,000 billion.
SME (1)
The latest year revenue from 20 billion to 200 billion.
USME (Upper SME) (1)
Upper SME with the latest year revenue from 200 billion to 600 billion.
MSME (Micro SME) (1)
Micro SME with the latest revenue less than 20 billion.
Below are general explanations for common terminologies that are frequently used in this social playbook.
Be Greater (1)
Techcombank's brand positioning & promise.
Techcombank Mobile (1)
Techcombank's banking app for personal customers.
TECHCOMBANK TERMINOLOGY

Terminology
Communication Terminology
BRIEFING
Agenda (2)
List of all topics to be discussed during a meeting.
Budget (1)
The amount of money allocated for a campaign.
Business Objective (3)
The specific, measurable business performance that a company aims to achieve
within a specific time frame (e.g. user acquisitions, company's revenue, etc.).
Marketing Objective (3)
The specific, actionable targets designed to provide overall marketing direction
with clear actions (e.g. drive brand positioning, awareness, consideration, etc.).
Communication
Objective (4)
A set of targets and achievements for one specific campaign in terms of
communication effect (e.g. create brand/product awareness, boost
interest/ engagement or manage crisis, etc.).
Product Beneﬁts (5)
Claims that a product offers to satisfy the needs, desires and wants of a
consumer.
CVP (Customer value
proposition) (5)
Potential values or benefits that a customer will receive from banking
products/ services.
TA (Target Audience) (6)
A specified audience or demographic group for which an advertising message
is designed.
Integrated Plan (6)
A marketing plan developed to deliver a unified, holistic message across all of
marketing channels.
PLANNING
Customer Persona (7)
A typical profile that communicates the primary characteristics of a group of
users, identified and selected as a key target through use of segmentation
data, across the company in a usable and effective manner.
Insight (7)
Hidden facts that have the ability to influence the behavior and purchase
decisions of customers.
Strategic approach (8)
The direction of a communication campaign that helps to achieve the objectives.
4C Consumer journey (6)
A typical & desired consumer journey from awareness to conversion
(Catch – Connect – Convert – Continue) that outlines the potential channels
and format to capture the customers.
Full-funnel
communication (6)
A communication that leads customers through 4 stages of a marketing funnel
(Awareness – Engagement/Education – Purchase – Sustain).
Precision marketing (5)
A communication framework that dials up relevancy to capture the customers
by telling the right message, at the right time, on the right channels with the
right format.
Owned channel (7)
Digital channels that a brand has complete control over i.e., branded website
and social media.
Outreach channel (9)
Digital channels that a brand pays for to broadcast their communication
through non-branded voice; i.e., influencers, PR, community.
CREATIVE & EXECUTION
Creative idea (7)
Compelling “big idea” that communicates the message in a distinctive &
memorable way.
Key message (7)
Main communication message that highlights key selling points of a campaign.
KV (Key visual ) (7)(12)
A specific image/illustration consisting of creative graphic elements that is used
consistently as a recurring motif of a marketing campaign across channels, or
in all materials of a brand.
Thematic assets (11)
A specific digital video with consistent theme used consistently across channels.
Asset (11)
A core piece of digital content that is developed specifically for a campaign.
Mockup (5)
A sample of a digital content / visual developed for adaptation.
EVALUATION
KPI (Key Performance
Indicator) (10)
A quantifiable measure of performance over time for a specific objective.
ROI (Return
on investment) (1)
Measure of return on a particular campaign relative to the budget's cost, to
indicate campaign’s success based on its business objective.
Social Playbook
Issuance: 02/00
Source: (1) Investopedia; (2) Cambridge English Dictionary; (3) Market Business News;
(4) InteMarketing; (5) ResearchGate; (6) Marketo; (7) Smart Insights; (8) Compass Org.;
(9) Springer Link; (10) Qlik; (11) Ad Market; (12) AIM Academy
10

11
Terminology
Performance Terminology
CAMPAIGN KPI
Digital Reach (1)
The level or proportion of users exposed to a social media post with/without paid
advertising support.
Digital Impression (2)
The number of digital views or engagements of a piece of content, or a digital
post; also referred to as an "ad view”.
Video View (3)
The number of times people watched or engaged with your video.
Click (4)
The number of clicks that were recorded, as compared to the number of opens
recorded.
Engagement (4)
The number of likes, comments, shares, and clicks your posts are generating.
Social Interaction (5)
The number of interactions (likes, shares, comments, etc.) were recorded, as
compared to the number of reach.
Search growth (5)
The increase in searches for the specified term over the trend period time across
a search engine/function.
Earned Media (6)
Any media created about Techcombank that was not paid for or created by
Techcombank, and is hosted by a third party (PR, Audience, etc.).
Positive mentions (7)
Any comment that expresses satisfaction or happiness with Techcombank’s
products, services, or brand.
Fan growth (5)
The change in the number of audiences who like Techcombank's pages across
social media.
BRAND KPI
Brand Awareness (2)
The degree of consumer recognition towards Techcombank’s product or branding.
Brand Equity (2)(5)
The value that derives from consumer perception of Techcombank's name and
their affirmation or willingness to pay price premium.
Brand Attributes (8)(9)
The functional & emotional associations which establish Techcombank’s identity.
Brand Consideration (9)
The likelihood consumers would consider purchasing a brand they are aware of.
NPS (Net Promoter
Score) (9)
A metric used in customer experience programs to indicate how likely that
consumers would recommend Techcombank’s products and services to a friend
or colleague.
Brand TOM (3)
Being the first brand that comes to mind when a customer is asked about a
specific category.
Brand SOV (9)
The percentage of discussions of Techcombank compared to other competitor.
Brand Love (5)
How much a customer prefers to use and would become advocates or
influencers for Techcombank.
Brand Loyalty (2)
The tendency of consumers to continue buying or using Techcombank’s products
and services instead of competing banks.
BUSINESS KPI
Acquisition (5)
The number of new customers acquired to purchase a product/ service.
Conversion rate (10)
The percentage of users who have completed a desired action (e.g. aware,
consider, currently use, use more often, prefer, recommend).
The total of the net-interest income and non-interest income.
The total of profits without the consideration of any taxes.
Revenue (2)
The number of customers who use Techcombank as their main bank or one of
their current banks.
Bank usage (2)
Proﬁt-before-Tax (2)
Total operating income.
TOI (2)
Social Playbook
Issuance: 02/00
Source: (1) Springer Link; (2) Investopedia; (3) Marketing Dictionary, (4) Campaign Monitor;
(5) ResearchGate; (6) Smart Insights; (7) Nielsen; (8) Martin Roll; (9) Qualtrics; (10) Adjust

CREATIVE & EXECUTION
Static photo (1)
Visual image in static form with no animation.
Documentary (2)
A video or film that examines a real-life theme, person, or event.
Thematic Video/
Creative Film (1)
A video that shows the story of the product or the campaign through the main
communication idea.
Engaging activity (7) A tactic to drive engagement between brands and users on social platforms
(e.g. minigame, UGC, etc.).
Multiphoto (1)
A photograph uploads with more than 1 photo in the form of a collage or an album.
GIF (3)
A short scene of animated images with no sound & limited frames.
Carousel (4)
A combination of up to 10 photos and videos with URLs embedded in each
photo/ video.
Stories (4)
Photos, videos and posts that will only be visible for 24 hours.
Caption (5)
A few lines of text used to explain and elaborate on published photographs or video.
Minigame (1) A small game created to ask participants to do something, then they will receive
reward if they fulfill the game's requirements specified by the organizer.
UGC (User-generated
content) (8)
Content posted by users on social platforms to disseminate information about
Techcombank corporate image or product.
Livestream (8) A video that is aired in real time, sometimes be pre-recorded with a particular
theme.
Hashtag (6) A word or phrase preceded by a hash sign (#), used on social media platforms
(Facebook, Instagram, LinkedIn, etc.) to indicate for users and algorithms that a piece
of content relates to a specific topic or belongs to a category.
Testimonials (4)
Recommendations from satisfied buyers that affirm the value of a product or
service.
Single-minded
content (10)
A piece of content communicating directly and succinctly one message.
EDM (12)
Electronic Direct Mail (EDM) is used to promote products/ services to a list of
potential customers (who are opted-in) via email.
Brand's filter (9)
An AR filter created by Techcombank on FB / Instagram.
Bite-sized content (3)(9)
Short content that quickly shows the main message to the customers.
Dynamic content (9)
A piece OR series of content that is tailored for a diversity of customers, passion
points, consumption moments, etc.
Seasonal content (11)
A piece OR series of content that is based on a specific season, upcoming
holiday, or major event.
Agility content (9)
A piece OR series of content that is based on real-time matters and trends of
society & community.
12
Terminology
Social Terminology
Social Playbook
Issuance: 02/00
Source: (1) ResearchGate; (2) NFI; (3) Cambridge English Dictionary; (4) Facebook; (5) Course Hero;
(6) Oxford Dictionary; (7) Brands Vietnam; (8) Springer Link; (9) Glossary of Advertising Term;
(10) The National Archives, (11) White Label News; (12) Investopedia

Buzz volume (8)
WOM (1)
Word-of-mouth is when consumers’ interest in a product or service is
reflected in discussions from their familiar sources (friends and family) or
from other users in social platforms.
Influencers/ KOLs (2) People who have the power to affect the purchasing decisions of others because
of their authority, knowledge, position, or relationship with their audience.
One post/share on Facebook OR article on news site OR each comment or reply to
that post which were relevant to Techcombank.
SOV (Share of voice) (8)
The percentage of discussions of Techcombank compared to 10 competitors.
Organic buzz (8)
Buzz created organically on social discussion, not paid by Techcombank.
Corporate buzz (8)
Buzz related to Techcombank's corporate communication.
SOCIAL PERFORMANCE
Product buzz (8) Buzz related to Techcombank's product communication.
Sentiment (8)
Percentage of relevant conversation, expressing user’s attitude:
Positive/Negative/Neutral.
Sentiment score (8)
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.
SOCIAL CHANNELS
Nano KOL (3)
KOL with <10.000 social media followers.
Micro KOL (4)
Macro KOL (4)
Mega KOL (4)
KOL with >700.000 social media followers.
Community group (5)
Groups on Social that share the same interest actively discuss a specific topic.
Community page (5)
Page on Social that share the same interest actively discuss upon a specific topic.
Experts/
High-credential voice (6)
High-profile & trustworthy influencers or experts who have strong power of
influence on a topic or field that can provide knowledge and give advice.
PR (10) Public Relations manage how mass public or target audience see and feel about
Techcombank or a specific product/ service.
E-Magazine (9) An online article that integrates multiple media, including text, photos, videos,
animations, audio files, graphic elements designed in a completely new way.
SEO (7) Search Engine Optimization is the process of improving the brand’s websites to
increase its visibility when users search for the brand's products in search
engines (Google, Bing, etc.).
Official voice (11)
Governmental news OR Official communication from Department.
13
Terminology
Social Terminology
Social Playbook
Issuance: 02/00
Source: (1) Investopedia; (2) Glossary of Advertising Terms; (3) Business Insider;
(4) Advertising Vietnam; (5) Resource Centre; (6) ResearchGate; (7) Search Engine Land;
(8) Buzzmetrics; (9) Vietnam Journalists Association; (10) Marketing AI; (11) Forbes

SOCIAL
PLAYBOOK
CONTENT
Issuance: 02/00
SECTION 1: Social Ecosystem Landscape Overview
SECTION 2: Social Media Strategy
SECTION 3: Level Of Campaign And Case Study
SECTION 4: Rising Format
SECTION 5: Measurement Benchmarks
SECTION 6: Final Checklist
SECTION 7: Appendix

1. Social Ecosystem
Landscape Overview
Issuance: 02/00

16
Social Ecosystem Landscape Overview
Techcombank vs Competitors
Most banks focuses on Product Communications, whereas TCB and VCB mark their stronger presence on Brand/Corporate Communication.
FACEBOOK YOUTUBE OUTREACH INSTAGRAM ZALO LINKEDIN
Key Highlights:
• Strengthen brand attributes via
branding content on Be Greater spirit
• Dynamic, passion-driven content
• 30% - Brand/ Corporate, 70% -
Product
Key Highlights:
• Strengthen brand attributes via
Be Greater content
• Product how-to videos
• 30% - Brand/Corporate, 70%
product
Fully activate Outreach
platform to increase brand
salience & brand love (only ran
for TCB Marathon SS4)
• Marathon account for
Branding comm.
Key Highlights:
• Strengthen brand attributes
via Marathon content
• TCB account –
open but not active
• Updates on Corporate
& Branding content (TCB
culture, workplace…)
Key Highlights:
• Strong in corporate branding
• Full funnel activation for product
campaigns with innovative formats &
strong content frequency
• 30% Brand/Corporate, 70% product
Key Highlights:
• Update corporate video news
series
• 60% brand, 40% product
• 5% Brand/Corporate, 95%
product
Strong in Online PR &
Communities to push brand
trust
• No brand account • VCB Securities
account for
Investment product –
open but not active
• Open but not active
• Recruitment purpose only
Key Highlights:
• Dedicated for product campaigns
• Single-minded message
• Strong referral program
• 15% Brand/Corporate, 85% Product
Key Highlights:
• Dedicated for product thematic
assets & how-to videos
• 5% Brand/Corporate, 95%
product
Strong in Communities &
Inﬂuencers to target young TA
& push brand preference
•
No brand account • MB Ageas Life for
Banca product –
seasonal content only
• Recruitment purpose
only
Key Highlights:
• Dynamic, passion-driven content
• Frequent engaging activities
• Strong referral program
• 15% Brand/Corporate, 85% Product
Key Highlights:
• Dedicated for product thematic
assets & how-to videos
• 100% Product
Strong in Communities &
Inﬂuencers to target young TA
& push brand preference
• VIB account for Product
comm.
• MyVIB account for App
comm.
Key Highlights:
• Dynamic, passion-driven
content & activities
• Target young TA
• VIB account for
Payment product –
active for Product
thematic updates
• Recruitment purpose
only
SOB: 14%
Sentiment: 0.41
SOB: 9,1%
Sentiment: 0.17
SOB: 10,9%
Sentiment: 0.46
SOB: 11,4%
Sentiment: 0.81
Data: Jan - Jul 2021, Buzz Metrics Report | YTD Click Observation Data: 19 Jul, 2021
Social Playbook
Issuance: 02/00

16
17
Visual Overview
CURRENT VISUAL
Social Playbook
Issuance: 02/00

TA SEGMENT: Mass & MAFF segment
COMMUNICATION APPROACH: Highlight
VCB’s leading position via both corporate
& product communication
Brand voice: aﬃrming, trustworthy,
pioneering
CHANNEL INTEGRATION: Owned
Facebook & PR to strengthen brand
credibility
TA SEGMENT: Mass (especially young TA)
COMMUNICATION APPROACH: Highlight
MBBank’s positioning “The most convenient
bank” through consistent Product
communication
Brand voice: trendy, friendly, approachable
CHANNEL INTEGRATION: Holistic roll-out
across owned Facebook, Inﬂuencers &
Communities
TA SEGMENT : MAFF & AFF segment
COMMUNICATION APPROACH:
Demonstrate TCB’s “Be Greater” spirit via
corporate activities & product innovation
Brand voice: inspiring, trustworthy, savvy
CHANNEL INTEGRATION: Owned Facebook
& PR to strengthen brand attributes
Communication Strategy
TA SEGMENT : Mass (especially young TA)
COMMUNICATION APPROACH: highlight
VIB’s positioning “The International
Bank” through Product innovation &
modern tone of voice
Brand voice: trendy, youthful, innovative
CHANNEL INTEGRATION: Holistic roll-out
across owned Facebook & Outreach
Explore new platforms (TikTok &
Instagram)
Social Ecosystem
18
Key take-outs
Social Playbook
Issuance: 02/00

STRIVE TO A GREATER LIFE THROUGH NON-STOP IMPROVEMENTS AT WORK, IN
LIFE AND PERSONAL NETWORK FOR WEALTH AND SOCIAL GAINS
MAFF: HUY NGUYEN
Age 30-45; HHI: >1bil VND/year
Striving mindset
MINDSET: PRACTICAL MINDSET THAT STRIVES FOR GREATER OPPORTUNITIES TO UPGRADE
LIFESTYLE & GENERATE MORE WEALTH
• Look for practical solutions & expect visible results for their efforts
• Constantly look for greater opportunities to earn more & manage their wealth
• Keep themselves up-to-date with latest knowledge & trends to quickly adapt & create competitive
advantage for themselves
MAFF users consume content on mainstream and popular platforms (FB, YT, Zalo, news, influencers).
They prefer short-form, visual-centric, innovative format since they want entertainment.
CATCH CONNECT CONVERT
TOUCHPOINTS
• Facebook
• YouTube
• Zalo
• Facebook (groups/ communities…)
• Zalo chat
• WOM (friends/ acquaintances)
• GDN ads
• Facebook
• Email
• Zalo chat
• Tele sale
• Website
• Still photos
• Short-form videos (6s, 15s)
• Animated banners
• Articles
• Minigames/ Mini contest
• Infographic / Articles
• Polls
• Still photo
• Short videos (how-to)
FORMATS CONSUMED
• Online news
• GDN Ads
• WOM (influencers,
groups, communities)
• Testimonials
• Dynamic banners

MAKING GREAT THINGS HAPPEN THROUGH NON-STOP CULTIVATION ON
MYSELF TO BUILD MY LEGACY & MY IMPACT
AFF: KHANG TRAN
Age 35-50; HHI: >3bil VND/year
Affirming mindset
MINDSET: AFFIRMING MINDSET THAT LEADS THE MOVEMENT & MAKES THE CHANGE
• Look for innovative solutions to optimize their lives
• Keep themselves up-to-date with latest knowledge & trends to better plan their wealth
• Pioneer in creating the change for others & achieve long-term impact.
• Mark their status & assert their values in everything they do
AFF users consume niche content based on their interests, on highly intimate platforms (private
communities/groups, direct messages, direct emails). They are more likely to be influenced by
like-minded influencers (peers, HNWIs)
They prefer in-depth, informative, long-form content since they want further information.
TOUCHPOINTS
• Facebook (group/
community…)
• Online news
• LinkedIn
• Email marketing
• Messengers
• Telemarketing
• Private hotline/ communities
• WOM (friends/ acquaintances)
FORMATS CONSUMED
• Highly intimate platforms
(direct message, direct
emails, private groups)
• WOM (friends/
acquaintances)
• Webinars/ Seminars
• Testimonials
• Dynamic banners
• Infographic
• Long-form videos
• Direct messages/ emails
• One-on-one consultation
• Referrals
CATCH CONNECT CONVERT
• Email marketing
• WOM
(Like-minded
influencers)
• Financial apps
• Full-page banners
• Articles

2. Social Media Strategy
Issuance: 02/00

Brand Personalities are developed based on brand characters & values in order to help Techcombank communicate & connect
with their audience consistently across all social media channels.
Tone of voice is used to demonstrate the brand personalities clearly and consistently through social media content.
It’s important to use clear conversational language that feels familiar to Techcombank customers.
22
Social Media Strategy
Brand Personalities & Tone Of Voice
Brand Personalities
Integrity
We embrace transparency &
commitment to our values in
everything we do.
Progressive
We take the lead & keep
ourselves updated on market
movements, aiming for the
most innovative, pioneering
solutions.
Autonomy
Each action we take is for a
bigger purpose that enables
Vietnamese aspiration.
Tone of Voice
Thoughtful
Come up with insightful
thoughts or a deep
understanding of customers
and give them the right
beneﬁts at the right time.
Modern
Keep our content up to date
with the language every day:
not necessarily follow all the
trends but we must know how
people usually communicate.
Knowledgeable
Show expertise of a leading
bank in the industry to earn
more trust and credibility.
Friendly
Keep the communication
simple and easy to understand
rather than heavy use of
jargon or terminology.
Social Playbook
Issuance: 02/00

23
Social Language
Social Playbook
Issuance: 02/00
It’s important to use clear conversational language to communicate to Techcombank customers. There are 6 DO and 5
DON’T of language guidelines that we need to follow in posts.
1. Use simple language.
Must be one meaning in a sentence.
2. Follow the rules of Vietnamese grammar & spelling.
3. Headline to be not more than 12 characters.
4. Show important information before “see more”.
5. Keep the tone conversational and up-to-date.
6. If jargon and terminology are a must, then it must be
explained before proceeding with the rest of the copy.
DO DON’T
1. Don’t use trendy words that are too young and niche.
2. Don’t use slangs or profanities.
3. Don’t use teen emojis.
Only use simple icons or symbols to highlight the message and bullet
points. The used icons should follow the color guidelines for each
pillar in this book.
4. Don’t use formal abbreviations. If required, provide proper
explanation.
e.g. IIBF - International Institute of Banking and Finance
With a long phrase that needs to be abbreviated, we must write the
full phrase with the abbreviation in the parentheses ( ) first.

24
Techcombank Ecosystem Overview
●
●
The whole ecosystem of conversations on all platforms should: (1) Connect conversations with consumers; (2) Drive full funnel of communications; (3) Connect with
ATL, owned channel to drive brand & corporate attributes & values holistically.
Effective social ecosystem requires a holistic integration between multiple social platforms: Each platform serves different objectives, and therefore, will be assigned
different roles & directions.
FACEBOOK
Update customers about corporate, branding
& product, activate a full funnel communication,
create deeper connection with customers &
acquire new users
Enhance TOM, create engagement, drive brand
attributes & acquire NTBs via corporate
initiatives, branding activities, product benefits &
promotions.
INSTAGRAM
Promote Be Greater spirit via
aspirational & lifestyle content
and visual gallery
Develop & build brand attributes in
linkage with Be Greater spirit
through aspirational stories &
practical tips for a greater lifestyle.
ZALO
Daily reminder for Techcombank’s
news, promotions reminders
& product updates.
Build deeper connection with
TA through 1:1 messaging
format with daily news,
reminders & tips to live a
healthy, progressive lifestyle.
YOUTUBE
Demonstration in deep-dive
the Techcombank’s
vision & values, Be
Greater spirit and product
instruction.
Inspiring video demonstrations
of corporate updates, Be
Greater spirit, activities &
product how-to instructions.
OUTREACH
Creates social conversation
by leverage multiple voices
to build up positive
discussion around
Techcombank
Evoke social discussion &
shape the focus through
trusted & inspiring voices to
strengthen brand preference.
LINKEDIN
Approach & engage with
affluent, high-profile
audiences to enhance
brand image & introduce
relevant products
Build strong connection with
professional, high-profile TA &
through corporate & product
communication.
PR/ SEARCH
Increase brand salience for
Techcombank on search engines
Amplify echo for brand
communication & asset;
enhance overall discoverability
& navigate audiences toward
4C journey & key message
45%
15%
15%
10% 5%
5%
5%
Social Playbook
Issuance: 02/00
Proportion below suggests how much a channel contributes to a campaign's salience (investment, content, asset development), based on ClickMedia’s category observation & expertise.
The proportion might vary based on campaign budgeting.

TECHCOMBANK SOCIAL PLAY BOOK
Issuance: 02/00
3. Level of Campaign
& Case Study
Issuance: 02/00

Campaigns that communicate about
Techcombank as a corporate in a
cohesive message to the general public, to
reinforce Techcombank’s vision & mission;
core values.
Corporate campaigns focus on
increasing brand reference index in
Techcombank customers’ minds.
Examples: CSR campaigns,
Corporate news updates, Corporate
achievements, and rewards.
Campaigns that put Techcombank’s story and
message in front of the target audience.
Branding campaigns focus on increasing brand
awareness, brand top-of-mind, and improving
brand equity “Be Greater” attributes to enable
the Vietnamese people to be greater, and to
aspire, enable the Vietnamese people to
transform their aspirations into successful
realities on their terms. It is a way to control
brand’s narrative and public image, as well as
differentiate Techcombank from the competition.
Examples: Techcombank Marathon campaigns,
Be Greater campaigns.
Campaigns that introduce or promote
Techcombank’s products, services &
promotions to acquire NTBs and deepen
usage from ETBs.
Product campaigns focus on raising
product awareness, social engagement,
leads, product acquisitions, etc.
Examples: Product launching campaigns,
Partnership campaigns, Promotion
campaigns.
CORPORATE
CAMPAIGN
BRANDING
CAMPAIGN
PRODUCT
CAMPAIGN
26
Level of Campaign & Case Study
3 Levels of Campaign
1 2 3
1. Channels and Content Directions
2. Visual Direction
3. Copy Guideline
4. Case study
For each level, we will go through
Social Playbook
Issuance: 02/00

Issuance: 02/00
3.1 Corporate Campaigns
Issuance: 02/00
2. Visual Direction
3. Copy Guideline
4. Case Study

28
Corporate Campaigns - Channels and Content Directions
Highlight corporate strategic
initiatives, internal activities
corporate achievements through
agile, entrepreneurial, trustworthy
tone of voice to inspire employees
and potential partners, and reinforce
Techcombank’s leading position
initiatives & outstanding
achievements through
a trustworthy tone of voice to
reinforce Techcombank’s leading
position & brand trust
CHANNELS
initiatives, corporate
achievements, through
CONTENT PILLARS
Corporate achievements
Corporate strategic initiatives
initiatives, corporate
achievements through
Behind the scene
Internal activities
Facebook Youtube LinkedIn PR
Social Playbook
Issuance: 02/00

29
Corporate Campaigns - Visual Direction
TEMPLATE ON DIGITAL
Using this Template for content using
REAL PHOTOGRAPHY
Follow Brand Guideline
Social Playbook
Issuance: 02/00
CORPORATE /
MASTER BRAND
Lorem ipsumLorem ipsum dolor
sit amet, consectetuer adipiscing
elit, sed diam nonummy nibh
b
a A

30
Corporate Campaigns - Visual Direction
Headline:
Keep the size of brand elements and
follow the typography guideline.
Main Visual:
Visual was created by photos
based on Techcombank’s brand
guideline.
Social Playbook
Issuance: 02/00
Identification Elements:

31
Corporate Campaigns - Content Samples Across Channels
Social Playbook
Issuance: 02/00
Single Post Multi photo
Carousel
Story
Story
Single Post

32
Corporate Campaigns - Content Samples Across Channels
Social Playbook
Issuance: 02/00
Single Post Zalo Ad Youtube Channel

33
Corporate Campaigns - Copy Guideline
- Knowledgeable: Show expertise of a leading bank in the industry to earn more trust and credibility.
- Thoughtful: Come up with insightful thoughts or a deep understanding of customers and give them the right benefits at the right time.
- Modern: Keep our content up to date with the language every day; not necessarily follow all the trends but we must know how people usually
communicate.
- Friendly: Keep the communication simple and easy to understand rather than heavy use of jargon or terminology.
CHANNELS
TONE AND
MOOD
NOTES
Headline: 1 - 40 characters
Body Copy: <500 characters
Video title – 100 characters
YouTube description – 5,000
characters
Playlist titles – 150
characters
YouTube tags – 500
characters total
HASHTAG #CampaignHashtag #Techcombank #Partner #BeGreater #VuotTroiHonMoiNgay
Facebook Youtube PR
Social Playbook
Issuance: 02/00
LinkedIn Publishing post
headline – 100 characters
LinkedIn Publishing content
length – 110,000 characters
LinkedIn

34
Corporate Campaigns - Copy Tone of Voice
MAFF
SAMPLE
CHOICES OF
WORDS
AFF
SAMPLE
CHOICES OF
WORDS
Mở lối, dẫn lối, đột phá, số hóa, nâng tầm, thay đổi, chuyển hóa, vươn tới
Social Playbook
Issuance: 02/00
Kiến tạo, đỉnh cao, tiên phong, tầm vóc, vị thế, khẳng định, tự hào, dẫn đầu

Content must show Techcombank as the pioneer in digital transformation of
banking. Talk about Techcombank as a companion that have been through
successful revolution to bring greater values in life.
MAFF AFF
Word-Cloud Word-Cloud
Notes: Notes:
Types of KOLs Types of KOLs
Thoughtful mentor/ Friendly Advisor
35
Corporate Campaigns - Copy Tone of Voice - KOLs / Influencers
Mở lối, dẫn lối, đột phá, số hóa, nâng tầm, thay đổi, chuyển hóa, vươn tới
Social Playbook
Issuance: 02/00
Content must show Techcombank as the pioneer in digital transformation of
banking. Talk about Techcombank as a companion that have been through
successful revolution to bring greater values for the next generation.
Opinion Maker/ Knowledgeable Advisor
Kiến tạo, đỉnh cao, tiên phong, tầm vóc, vị thế, khẳng định, tự hào, dẫn đầu

36
Corporate Campaigns - Case Study
Caption
CHANNEL CHECKLIST
Corporate Campaign
COMPULSORY
CHECKLIST
Criteria that must
be followed
Do the channels have high credibility?
Do the channels align with corporate image &
vision?
Do the channels target the right TA?
OPTIONAL
CHECKLIST
Criteria that shows
disruptiveness &
dynamism
CREATIVE CHECKLIST
Corporate Campaign
Does the content (Visual) use the right
template for corporate?
Does the content (Copy & Visual) show the
leadership position of Techcombank?
Does the content (Visual & Copy) catch
attention?
Social Playbook
Issuance: 02/00
Channel: Techcombank Facebook fanpage - TA: Mass
GHI DẤU HÀNH TRÌNH VỚI TẦM NHÌN - SỨ MỆNH VƯỢT TRỘI
Với tầm nhìn “Chuyển đổi ngành tài chính, nâng tầm giá trị sống”, Techcombank nỗ lực thúc đẩy mỗi người khai
phá tiềm năng và bản lĩnh hành động cho những điều vượt trội.
Nỗ lực bền bỉ đó được Techcombank hiện thực hóa qua những bước chân tiên phong dẫn dắt hành trình số hóa
của ngành tài chính, tạo động lực cho mỗi cá nhân, doanh nghiệp và tổ chức phát triển bền vững và bứt phá thành
công.
Màn trình diễn ánh sáng mãn nhãn tại tòa nhà Hội sở Trần Duy Hưng đã ghi dấu cho hành trình khẳng định vị thế
dẫn đầu chuyển đổi số của Techcombank. Hãy cùng Techcombank lan tỏa niềm tự hào và tinh thần “Vượt Trội Hơn
Mỗi Ngày”!
#Techcombank #BeGreater #VuotTroiHonMoiNgay

Issuance: 02/00
3.2 Branding Campaigns
Issuance: 02/00
2. Visual Direction
3. Copy Guideline
4. Case Study

MAFF: Inspiring & practical tips
from Techcombank or high-profile
influencers to motivate them to
take actions towards greater life
goals.
AFF: Share the vision, values,
lifestyle with users to create a
deeper connection & accompany
them in their Be Greater journey
MAFF: Tap on their goal of
achieving financial & social gains
through aspirational content/
testimonials to motivate them to
actualize their dreams.
AFF: Inspire & enable their
visionary outlook with authentic
& practical advice from
respected voices to empower
them in Be Greater journey.
MAFF: Aspirational content to
evoke their life ambition & shape
the focus of discussion towards
Be Greater spirit
AFF: Ignite conversation about
visionary outlooks, sustainable
impacts to inspire & create a
positive influence on others
CHANNELS
MAFF: Aspirational & actionable
content to guide them to be
greater in work, life & personal
progress for financial & social
upward mobility
AFF: Like-minded & authentic
content with added values &
credibility from people they trust
& with a visionary outlook
CONTENT PILLARS
Success
Health & Living
Self Development
Enable customer aspirations &
lifestyle enjoyment through
branded activities, practical tips
to help them progress in life
Facebook Instagram Youtube Outreach PR
38
Branding Campaigns - Channels and Content Directions
Social Playbook
Issuance: 02/00

39
Branding Campaigns - Visual Direction
Social Playbook
Issuance: 02/00
REAL PHOTOGRAPHY & DIGITAL COMPOSITION
Digital compositing images can be used across platforms to provoke or
entice the audience so that they retain the brand message.
This visual style is used mostly in cases:
• High concept contents.
• Digital focus contents.
• In case it is not possible to express ideas with real photos.
• When using digital composition, you should mix real photos and
unreal elements.
It is a must to keep it meaningful, simple, and clean. In cases where
unreal objects are required to help visualize the idea, it must be kept
clear and single-minded.
TEMPLATE STYLE 1: REAL PHOTOGRAPHY (70%) STYLE 2: DIGITAL COMPOSITION (30%)

40
Headline:
Main Visual:
Visual was created by
Techcombank’s brand elements.
Social Playbook
Issuance: 02/00

41
Branding Campaigns - Content Samples Across Channels
Social Playbook
Issuance: 02/00
Carousel
Story
Story
Single Post

42
Branding Campaigns - Content Samples Across Channels
Social Playbook
Issuance: 02/00

43
Branding Campaigns - Copy Tone of Voice
CHANNELS
MAFF
TONE AND
MOOD
NOTES
Headline: 1 - 40
characters
Body Copy: <500
characters
Caption: 1 - 150
characters
Hashtag: < 20
Video title – 100
characters
YouTube description –
5,000 characters
Playlist titles – 150
characters
YouTube tags – 500
characters total
AFF
TONE AND
MOOD
HASHTAG #CampaignHashtag #Techcombank #BeGreater #VuotTroiHonMoiNgay
communicate.
communicate.
Social Playbook
Issuance: 02/00

44
Branding Campaigns - Copy Tone of Voice
MAFF
SAMPLE
CHOICES OF
WORDS
AFF
SAMPLE
CHOICES OF
WORDS
Success: Bước tiến, khẳng định mình, khởi nghiệp, đam mê, khát khao, hết mình, dám hành động, thất bại, thành công...
Health & Living: Sống xanh, sống khoẻ, hứng khởi, lan toả, điều tích cực, hành động, rèn luyện, thói quen, tinh thần...
Self Development: tân trang, làm mới, thay đổi, nâng cấp, tập luyện, sửa sai, cải thiện, đôi bạn cùng tiến...
Success: Vinh quang, dẫn lối, truyền cảm hứng, dấu ấn, thành tựu, di sản, khai phá, tiên phong, nâng tầm giá trị cuộc sống...
Health & Living: Đẳng cấp, tiên phong, độc nhất, đặc quyền, sống VIP, chất lượng sống, thượng lưu...
Self Development: tầm nhìn, chiến lược, dự đoán, xu hướng, thị trường, dòng tiền, khắc dấu cột mốc...
Social Playbook
Issuance: 02/00

45
Branding Campaigns - Copy Tone of Voice - KOLs / Influencers
Social Playbook
Issuance: 02/00
You tell stories that illustrate the “Be Greater” spirit but in a sense that
relevant to the insight of AFF. Their main objective to Be Greater is to pass
the legacy to the young generation, or to build a better Vietnam. Make sure
Techcombank plays a role of an enabler who helps you achieve greatness in
both life and career.
MAFF AFF
Notes: Notes:
Thoughtful mentor/ Friendly Advisor
Success: Bước tiến, khẳng định mình, khởi nghiệp, đam mê, khát khao,
hết mình, dám hành động, thất bại, thành công...
Health & Living: Sống xanh, sống khoẻ, hứng khởi, lan toả, điều tích cực,
hành động, rèn luyện, thói quen, tinh thần...
Self Development: tân trang, làm mới, thay đổi, nâng cấp, tập luyện, sửa
sai, cải thiện, đôi bạn cùng tiến...
You tell stories that illustrate the “Be Greater” spirit. It needs to be relevant to
our TAs’ everyday lives. Techcombank always play the role of an enabler that
not only brings you aspiration but also encourage you to take action for better
lives.
Opinion Maker/ Knowledgeable Advisor
Success: Vinh quang, dẫn lối, truyền cảm hứng, dấu ấn, thành tựu, di sản,
khai phá, tiên phong, nâng tầm giá trị cuộc sống...
Health & Living: Đẳng cấp, tiên phong, độc nhất, đặc quyền, sống VIP, chất
lượng sống, thượng lưu...
Self Development: tầm nhìn, chiến lược, dự đoán, xu hướng, thị trường,
dòng tiền, khắc dấu cột mốc...

46
Branding Campaigns - Case Study
Caption:
H
Bi
CHANNEL CHECKLIST
Branding Campaign
COMPULSORY
CHECKLIST
Criteria that must
be followed
Do the channels align with or deliver Be
Greater spirit?
Do the channels support in recruiting users
engagement & active participation?
OPTIONAL
CHECKLIST
Criteria that shows
disruptiveness &
dynamism
Do the channels help promote the positive
and progressive spirit of “Be Greater”?
Do the channels interconnect and amplify
each other?
CREATIVE CHECKLIST
Branding Campaign
template for branding?
Be Greater Spirit via actionable visual cues
and photos selection?
attention?
Does the visual use special effect to grab
viewer’s attention?
Does the visual makes you remember the
Techcombank Arrow icon?
Social Playbook
Issuance: 02/00
Channel: Techcombank Facebook fanpage - TA: MAFF
NHẮN GỬI ĐÔI ĐIỀU - THÊM NHIỀU "VƯỢT TRỘI"
Nhìn lại hành trình đã qua để tiếp thêm động lực, Techcombank tin rằng bạn đã rất nỗ lực để bước qua năm 2020
cũng như nửa đầu 2021 đầy biến động. Hãy giữ vững tinh thần lạc quan và kiên định bước tiếp, bởi vì bạn đã vượt
trội hơn mỗi ngày khi:
Làm quen và làm chủ những cách thức làm việc hay học tập hoàn toàn mới.
Học cách yêu bản thân và quan tâm nhiều hơn đến sức khỏe của chính mình.
Biết trân trọng hơn những khoảnh khắc giản dị đời thường bên những người thân yêu.
Yêu thương và chia sẻ với cộng đồng nhiều hơn, bởi “một miếng” khi giãn cách sẽ bằng “một gói” ngày thường!
Một ngày không xa, nhịp sống bình thường sẽ quay trở lại và khó khăn hôm nay sẽ trở thành những câu chuyện
đáng nhớ. Câu chuyện của bạn là gì, hãy chia sẻ phía dưới comment để cùng Techcombank lạc quan chờ đợi, “lên
dây cót” cho tinh thần vượt trội hơn mỗi ngày!
#Techcombank #VuotTroiHonMoiNgay #BeGreater

Issuance: 02/00
3.3 Product Campaigns
Issuance: 02/00
2. Visual Direction
3. Copy Guideline
4. Case Study

CONTENT DIRECTION
MAFF: Highlight product offerings through dynamic
storytelling to tap on their striving mindset of earning
more capital gains
AFF: Highlight product offerings by blending in their
dynamic slices of premium, indulging lifestyle & reflect
a deep understanding of their long-term vision
MAFF: Blend in their lifestyle, passion points to resonate
deeply with their needs & pain points to better serve them
with Techcombank’s products
AFF: Celebrate their premium, indulging lifestyle through
passion-centric content & serve their affirming mindset
with well-generating solutions
Leverage edutaining content to highlight product usage &
application in daily context through bite-sized content &
tutorial content series
Introduce & promote financial solutions by tapping on
their progressive mindset & premium lifestyle
MAFF: Emphasize innovation & superior offerings through
dynamic storytelling
AFF: Highlight recommendations, reviews from
communities, influencers
MAFF: Highlight product offerings & trigger conversion
through instant rewards/ promotion
AFF: Highlight new product offering & trigger conversion
through exclusive perks & privileges
CONTENT PILLARS
Product CVPs
Promotions
Seasonal Content
Facebook Instagram Youtube
Outreach
PR
Zalo
48
Product Campaigns - Channels and Content Directions
Social Playbook
Issuance: 02/00

49
Product Campaigns - Visual Direction
Social Playbook
Issuance: 02/00
TEMPLATE STYLE 1: REAL PHOTOGRAPHY (70%) STYLE 2: DIGITAL COMPOSITION (30%)
Recommend to use for AFF, banca & lending product
Digital compositing images can be used across platforms to provoke or
entice the audience so that they retain the brand message.
This visual style is used mostly in cases:
• High concept contents.
• Digital focus contents.
• In case it is not possible to express ideas with real photos.
• When using digital composition, you should mix real photos and
unreal elements.
It is a must to keep it meaningful, simple, and clean. In cases where
unreal objects are required to help visualize the idea, it must be kept
clear and single-minded.
REAL PHOTOGRAPHY & DIGITAL COMPOSITION

50
Headline:
Social Playbook
Issuance: 02/00
Main Visual:
Visual was created by Commercial
Manipulation style and was adjusted
with Techcombank look & feel.

51
Product Campaigns - Content Samples Across Channels
Social Playbook
Issuance: 02/00
Carousel
Story
Story
Single Post

52
Product Campaigns - Content Samples Across Channels
Social Playbook
Issuance: 02/00

53
Product Campaigns - Copy Tone of Voice
CHANNELS
MAFF
TONE AND
MOOD
NOTES
Headline: 1 - 40
characters
Body Copy:
<500 characters
Caption: 1 - 150
characters
Hashtag: < 20
Caption: 1 - 150
characters
Hashtag: < 20
AFF
TONE AND
MOOD
HASHTAG #CampaignHashtag #ProductHashtag #PromotionHashtag #Techcombank #Partner #BeGreater #VuotTroiHonMoiNgay
communicate.
communicate.
Social Playbook
Issuance: 02/00

CHANNELS
MAFF
SAMPLE WORD
CHOICES
AFF
SAMPLE WORD
CHOICES
Product CVP: Thông minh, tiện lợi, Thanh Toán, Chi Tiêu, Hoàn Tiền, thả ga, mọi nhu cầu, mọi lúc, mọi nơi, mọi chi tiêu...
Promotion: liền tay, mua ngay, quẹt thẻ, khuyến mại, ưu đãi, Sale oﬀ, sập sàn, deal khủng, 3 trong 1, mua 5 trả tiền 2...
Seasonal: mùa du lịch, mùa chạy deadline, mùa shopping, mùa săn deal, mùa cuối năm...
Product CVP: Phong cách, đặc quyền, tích luỹ, dài hạn, đa năng, linh hoạt, đón đầu, đa quốc gia, xuyên biên giới, tối ưu chi phí
Promotion: Hái Lộc Xuân, Hoàn Tiền, đặc quyền, khởi tạo giá trị, mở ngàn cơ hội…
Seasonal: mùa nghỉ dưỡng, mùa đầu tư, mùa tích luỹ, mùa chuyển đổi số, mùa gặp mặt đối tác...
54
Product Campaigns - Copy Tone of Voice
Social Playbook
Issuance: 02/00

MAFF AFF
Notes:
You know about the products/ promotions from friends recommendation.
You have already experienced the service and functions and rated it 4 - 5/5 stars.
Share the pros and cons of the products/ promotions (in a positive way).
Notes:
Knowledgeable mentor / Inspiring Figures/
Healthy Living Endorser / Trustworthy Advisor
Opinion Maker / Financial Analyst / Trend Predictor / Social Donator
55
Product Campaigns - Copy Tone of Voice - KOLs / Influencers
You research and ﬁnd out about these products that match your
long-term plan. You have used it for a while and rated it 4 - 5/5 stars in
terms of experiences, services, CVPs, etc. You suggest other people in
the same industry like you give it a try.
Product CVP: Phong cách, đặc quyền, tích luỹ, dài hạn, đa năng, linh
hoạt, đón đầu, đa quốc gia, xuyên biên giới, tối ưu chi phí
Promotion: Hái Lộc Xuân, Hoàn Tiền, đặc quyền, khởi tạo giá trị, mở ngàn
cơ hội…
Seasonal: mùa nghỉ dưỡng, mùa đầu tư, mùa tích luỹ, mùa chuyển đổi số,
mùa gặp mặt đối tác...
Product CVP: Thông minh, tiện lợi, Thanh Toán, Chi Tiêu, Hoàn Tiền, thả
ga, mọi nhu cầu, mọi lúc, mọi nơi, mọi chi tiêu...
Promotion: liền tay, mua ngay, quẹt thẻ, khuyến mại, ưu đãi, Sale off, sập
sàn, deal khủng, 3 trong 1, mua 5 trả tiền 2...
Seasonal: mùa du lịch, mùa chạy deadline, mùa shopping, mùa săn deal,
mùa cuối năm...
Social Playbook
Issuance: 02/00

56
Product Campaigns - Case Study
Caption:
CHANNEL CHECKLIST
Product Campaign
COMPULSORY
CHECKLIST
Criteria that must
be followed
Are the channels suitable for TA?
Do the channels work towards the assigned
campaign objectives?
OPTIONAL
CHECKLIST
Criteria that shows
disruptiveness &
dynamism
Do the channels create the potential for
earned media?
Do the channels create impactful
performance & ROI?
CREATIVE CHECKLIST
Product Campaign
Be Greater Spirit via actionable visual cues
and photos selection?
attentions?
Does the visual use special effect to grab
viewer’s attention?
Does the banking product look nice, modern
& slick in the content?
Social Playbook
Issuance: 02/00
Channel: Techcombank Facebook fanpage - TA: MAFF
LỰA CHỌN GẤP 3 - CHIỀU NÀNG GẤP BỘI!
Dù nàng “khó chiều”, “mưa nắng" bao nhiêu, khi chi tiêu với thẻ Spark, bạn có thể thỏa thích thay đổi linh động và tận
hưởng ưu đãi từ 3 combo sản phẩm/ dịch vụ cao cấp:
Combo Vui Tận Hưởng: x10 điểm thưởng cho lĩnh vực Du lịch & Giải Trí
Combo Đẹp Thời Thượng: x10 điểm thưởng cho lĩnh vực Thời Trang & Làm Đẹp
Combo Trọn Yêu Thương: x10 điểm thưởng cho lĩnh vực Sức Khoẻ & Giáo Dục
Ngoài ra, chủ thẻ tín dụng Spark còn được nhận thêm quyền lợi:
Đổi điểm thưởng ngay lập tức
Vô vàn ưu đãi từ MasterCard
Mở thẻ Spark ngay hôm nay!
Xem thêm thông tin chi tiết https://bit.ly/TCB_Spark2010
#Techcombank #BeGreater #VuotTroiHonMoiNgay #Mo1Duoc3 #TrippleSpark #Spark

Issuance: 02/00
4. Rising Formats
Issuance: 02/00

Carousel:
● Image/Thumbnail size: 1,080 x
1,080 pixels.
● Image/Video aspect ratio: 1:1
(square)
● Text: 125 characters.
● Headline: 40 characters.
● Link description: 20 characters.
● Number of cards: 2-10.
● Image ﬁle size: 30MB max.
● Video ﬁle size: 4GB max.
REQUIREMENT
WHEN TO USE
● On Facebook Channel
● For content that wants to direct
users to other platforms
● For informative content that
require multiple photos
Carousel
58
Rising Formats
Carousel
Social Playbook
Issuance: 02/00

REQUIREMENT
WHEN TO USE
● On Facebook Channel
● To introduce a new key product
● Content that focuses more on
banking experiences - need to
create inspiration and emotion
(Banca, new banking
application, etc.)
Canvas
● Multiple images: Up to 20
images are supported.
● Width: Full width is 1080px
● Height: Full height is 1920px
● Sizing: Images have two sizing
options
59
Rising Formats
Canvas
Social Playbook
Issuance: 02/00

●
●
●
REQUIREMENT
WHEN TO USE
●
●
●
Stories
60
Rising Formats
Stories
Social Playbook
Issuance: 02/00
Image: 1080 x 1920 pixel
Design for Swipe Up or Tap to
change
Avoid using text or a logo in 14%
(250px) area at the top and bottom
of the image
On Facebook/ Instagram Channel
For Real-Time Corporate Event To
Countdown for special corporate
activities.

● Follow Corporate Layout from
brand guideline
● Backdrop feature guest speakers
REQUIREMENT
WHEN TO USE
●
●
●
Livestream
Template 1: For Corporate campaign Template 2:
For Branding and Product campaign
61
Rising Formats
Livestream
Social Playbook
Issuance: 02/00
On Facebook/ Instagram Channel
For Real-Time Corporate Event
To Countdown for special
corporate activities.

Issuance: 02/00
5. Measurement Benchmarks
Issuance: 02/00

63
Measurement Benchmarks
KPIs CHECKLIST
DEFINITION CORP. BRAND PRODUCT
LEADING KPIs: CAMPAIGN KPIs
Digital Reach The level or proportion of users exposes to a social media post with/without paid advertising support.
Digital Impression The number of digital views or engagements of a piece of content, or a digital post; also referred to as an "ad view”.
Video View The number of times people watched or engaged with your video.
Click The number of clicks that were recorded, as compared to the number of opens recorded.
Engagement The number of likes, comments, shares, and clicks your posts are generating.
Social Interaction The number of interactions (likes, shares, comments, etc.) was recorded, as compared to the number of reaches.
Search growth The increase in searches for the specified term over the trend time period across a search engine/function.
Earned Media Any media created about Techcombank that was not paid for or created by Techcombank, and is hosted by a third party (PR, Audience, etc.).
Positive mentions Any comment that expresses satisfaction or happiness with Techcombank’s products, services, or brand.
Fan growth The change in the number of audiences who like Techcombank' pages across social media.
Buzz volume One post/share on Facebook OR article on news site OR each comment or reply to that post which were relevant to Techcombank.
Organic Buzz Buzz created organically on social discussion, not paid by Techcombank.
Corporate Buzz Buzz related to Techcombank's corporate communication.
Product Buzz Buzz related to Techcombank's product communication.
Sentiment Percentage of relevant conversation, expressing user’s attitude: Positive/Negative/Neutral.
Sentiment score 1 indicates the whole market loves the brand, - 1 indicates the whole market dislikes the brand, and 0 indicates a neutral attitude.
LAGGING KPIs: BRAND KPIs & BUSINESS KPIs
Brand Equity The value that derives from consumer perception of Techcombank's name and their affirmation or willingness to pay price premium.
Brand Awareness The degree of consumer recognition towards Techcombank’s product or branding.
Brand Attitude The functional & emotional associations which establish Techcombank’s identity.
Brand Consideration The likelihood consumers would consider purchasing a brand they are aware of.
NPS (Net Promoter Score) A metric used in customer experience programs to indicate how likely that consumers would recommend Techcombank’s products and services to a friend or colleague.
Brand TOM Being the first brand that comes to mind when a customer is asked about a specific category.
Convertion Rate The percentage of users who have completed a desired action (e.g. aware, consider, currently use, use more often, prefer, recommend).
Acquisition Number of new customers acquired to purchase a product/ service.
Bank Usage
- The number of customers who use Techcombank as their main bank or one of their current banks.
COMMUNICATION
BRAND
(suggested upon Click’s observation & expertise, might vary based on campaign’s budget)
Brand SOV The percentage of discussions of Techcombank compared to other competitors.
Brand Love How much a customer prefers to use and would become advocates or influencers for Techcombank.
Brand Loyalty The tendency of consumers to continue buying or using Techcombank’s products and services instead of competing banks.
Revenue The total of the net-interest income and non-interest income.
Profit-before-Tax The total of profits without the consideration of any taxes.
TOI Total operating income.
Social Playbook
Issuance: 02/00
BUSINESS

64
Measurement Benchmarks
Tracking Template
Way 1
KPI Collation
Use a tracking template to collate campaign
progress with KPIs set at the beginning of the
campaign.
By this, the results are analyzed weekly/monthly to
express real-time progress & suggest solutions to
unqualified metrics.
Way 2
Brand Lift Survey
Brand Lift Survey allows them to track the
effectiveness of their campaign and identify the
changes in their target consumers’ awareness,
perception, consideration and the likelihood of
purchase towards their brand.
Through continuous learning and iteration,
Techcombank will be able to create more effective
campaigns that contribute to brand growth.
A BRAND LIFT STUDY ANSWERS
THE FOLLOWING QUESTIONS
Are audiences able to recall the ad?
Are audiences attributing the ad to the correct brand?
Do people like what they see in the ad?
Are they more aware of the brand’s presence after seeing the ad?
Did the ad influence people in considering the advertised brand or product?
Are consumers more likely to purchase the product or brand after seeing the
ad?
SOURCE: CLICKMEDIA, VASE.AI, BUZZMETRICS
Way 3
Social Buzz Performance Report
Social Playbook
Issuance: 02/00
Social Buzz Performance Report
(monthly/quarterly from Buzzmetrics) helps
Techcombank and agencies identify posts that are
working well, create reports, and measure
performance of brands. Through this, an
indication of what is working & what is not can
help to boost performance & avoid making historical
failures.
KPI Collation template:
https://bit.ly/TCBSocialPlaybookDoc

Issuance: 02/00
6. Final Checklist
Issuance: 02/00

It's important to go through this checklist among yourself to conclude a comprehensive understanding of the guidelines in this Social Playbook.
66
Final Checklist
Channel Checklist
CHANNEL CHECKLIST
Corporate Campaign Branding Campaign Product Campaign
COMPULSORY
CHECKLIST
Criteria that must
be followed
Do the channels have high credibility?
Do the channels align with corporate
image & vision?
Do the channels target the right TA?
Do the channels align with or deliver
Be Greater spirit?
Do the channels support recruiting
users’engagement & active
participation?
Are the channels suitable for TA?
Do the channels work towards the
assigned campaign objectives?
OPTIONAL
CHECKLIST
Criteria that shows
disruptiveness &
dynamism
Do the channels help promote the
positive and progressive spirit of “Be
Greater”?
Do the channels interconnect and
amplify each other?
Do the channels create the potential
for earned media?
Do the channels create impactful
performance & ROI?
Social Playbook
Issuance: 02/00

It's important to go through this checklist among yourself to conclude a comprehensive understanding of the guidelines in this Social Playbook.
67
Final Checklist
Creative Checklist
CREATIVE CHECKLIST
Corporate Campaign Branding Campaign Product Campaign
COMPULSORY
CHECKLIST
Criteria that must
be followed
template for corporate?
Does the content (Copy & Visual)
show the leadership position of
Techcombank?
show the Be Greater spirit via
actionable visual cues and photos
selection?
template for product?
provide enough information and is easy
to understand?
OPTIONAL
CHECKLIST
Criteria that shows
disruptiveness &
dynamism
Does the content (Visual & Copy)
catch attention?
Does the content (Visual & Copy)
catch attention?
Does the visual use special effect to
grab viewer’s attention?
Does the visual make you remember
the Techcombank Arrow icon?
Does the visual have a strong key hook
to draw attention?
Does the caption has strong call to
action?
Does the banking product look nice,
modern & slick in the content?
Social Playbook
Issuance: 02/00

Issuance: 02/00
7. Appendix
Issuance: 02/00

69
Appendix
BRANDSTORM
Forming brand icon using digital composition
What:
This is not exactly an art style, but rather a form of creative
expression based on images. Speciﬁcally, we use logos or brand
elements to incorporate an interesting idea.
Why:
In addition to creating high awareness on social platforms, this is a
way to help brands and users have the opportunity to interact with
each other more. Promote the formation of brand love from users.
How:
Use visual arts techniques such as comparison, metaphor,
integration, ... to create a visual with unique ideas. Or in the case of
daily content, we can put Techcombank logo in the right spaces to create an
interesting feeling for the brand.
Social Playbook
Issuance: 02/00
SUGGESTED ART DIRECTION

70
Appendix
Commercial Manipulation
What:
A modern graphic style, utilizing colored graphic elements placed in
limbo spaces.
Why:
This is a form of modern design with many elements. Therefore, this
type can easily convey the messages and product properties through
the graphic elements in the picture.
How:
Determine the content of the image, select the appropriate
representative elements after adjusting the colors and materials of
those elements into a certain color combo that is suitable for the brand.
SUGGESTED ART DIRECTION
Social Playbook
Issuance: 02/00

Ngân hàng TMCP Kỹ Thương Việt Nam
Techcombank Tower, 191 Bà Triệu, P. Lê Đại Hành
Quận Hai Bà Trưng, Hà Nội, Việt Nam
Tel: (84 24) 3944 6368
Fax: (84 24) 3944 6368
Email: mkt-support@techcombank.com.vn
www.techcombank.com.vn
Designed by ClickMedia - VMLY&R Vietnam
THANK YOU
Issuance: 02/00

Techcombank - Digital Social Play Book 2022

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