Tài liệu The essence for communication strategy trong buổi hội thảo Vietnam Digital Marketing 2014 do EQVN phối hợp với các đối tác tổ chức.

1. SOCIAL LISTENING
NGUYEN HAI TRIEU
CEO / YouNet Media
The Essence for Communication Strategy

2. Story of a new BRAND…
2
I am a new brand

3. Need a holistic Marketing Strategy
3
Marketing Stratgegy & Plan
PR
Digital
Social
Content
Activation
ADS

4. Digital Strategy: HOW TO GET IT RIGHT?
4
OBJECTIVES:
1.Build awareness, reach & acquire fans
2.Engage & communicate brand stories
3.Generate leads
Questions!
How did they perform?
Channels? Content? Sentiment?
Influencers?
How they rate the others?
What they prefer?
Any unmet need?

5. We need insights and monitor how it work…
5
STRATEGY
PLANNING
EXECUTION
Insights
Listen & monitor
Measurements
& Reports

6. So, what & why SOCIAL LISTENING?
6
Social Listening is real-time COLLECTIONof Netizens Conversations on Social Media and generate INSIGHTS
Analytics Database
Online News
Forums, Blogs
Facebook, Youtube, G+
Sentiment Rating
Analytic
Noise filter
Analytics processing
Insight reporting
INSIGHTS
Brands
Categories
Products
Consumers
Channels
Reputation Monitoring
Campaign Measurement

7. Social Media Landscape
7
Vietnam Major Social Media Platforms
Social Networks:
Facebook, 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

8. Insights from Social Listening
8
How Netizens rate & feedback Brands, Products, TVCs, Campaigns,…
Major negative drivers
37%
28%
20%
15%
Beer Taste
Brand personality
Heath
Price & promotion
Major postive drivers
16%
21%
39%
24%
Price
Brand personality
Customer services
Taste & smell

9. Brand associations & adoption levels
9
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)
Premium (cao cấp)
Worth the money (giá phù hợp)
Popularity (phổ biến)
23%
46%
78%
65%
Brand love
Differentiation
Usage
Share of voice

10. Buzz generated by campaign
10
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
Others
Period: Aug 01 –Aug 15

11. Top channels & influencers
11
Top sources & users/KOLs who generate the most engagement with fans and friends
Top sources with highest buzz
Top influencers

12. Social Listening Adoption: GLOBAL ADOPTION since 2010
12
Most active industries & categories with Social Listening & Marketing Automation

13. VIETNAM: Social Data Maturity & Adoption level
13
Social Data Maturity
68
70
72
75
75
80
82
85
90
95
100
100
0
20
40
60
80
100
120
Beauty & Fashion
Pharmas
FMCG
Softdrinks
Food & Coffee chains
Automobile
Mom & Baby
Telcos & apps
Home Electronics
Banking & Financial Services
Smart Devices
Airlines
Highest Adoption
30
35
40
45
50
60
70
75
75
90
100
100
0
20
40
60
80
100
120
Airlines
Pharmas
Telcos & apps
Beauty & Fashion
Automobile
Banking & Financial Services
Home Electronics
FMCG
Food & Coffee chains
Softdrinks
Mom & Baby
Smart Devices

14. Conclusions
14
Listen -Understand –Engage -Measure

15. 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