1. ASSIGNMENT 13.1 SOCIAL MEDIA
Hoang Thach – Thao Nghi

2. What is Social Media?
The media has changed,
it’s not about the creation of brands anymore.
It’s about the customer.
They Create, They Select and They Modify
Oxford: Websites and applications that enable users to create and share content.
Wikipedia: Interaction among people in which they create, share and exchange
information and ideas in virtual communities and networks.
Social
Media

3. What is Social Media?

4. Social Media Landscape in Vietnam
Overall about the Internet and Social Media user:
Social network user in Vietnam (2013):
8,525,000
WHO are they?

5. Social Media Landscape in Vietnam
WHAT they use?
Most visited social media pages in Vietnam

6. Social Media Landscape in Vietnam
Statistics of 2 biggest Social Media in Vietnam

7. Social Media Landscape in Vietnam
WHERE can we find them?

8. Social Media Landscape in Vietnam
Sources: GroupM, Comscore and Wearesocial
WHEN they use?
Percentage Internet users use Social Media everyday:
19%
HOW they use?

9. Case Study
CAMPAIGN
BACKGROUND
BRAND CONTEXT
CONSUMER CONTEXT
CHALLENGE CAMPAIGN OBJECTIVES
“Poca Twisties – Dai hoi chem gio 2013” is a social campaign conducted mainly in Facebook &
Youtube. Its activities revolved around a contest named “Cao thu hoi ngo, tim Vua Chem Gio” in
which 4 players who are renowned for their expertise in “air slashing” (chém gió) among young
communities will compete for “Air Slashing King” title & 100 million VND in cash.
Poca is about to launch its new
product line – Poca Twisties cheese
snack.
COMMUNICATION MESSAGE:
Poca Twisties embraces the twist.
WHO ARE THEY?
Target consumers are high school
teenagers (bull eye:15-16 years old),
ABC class who need a constant dose of
quirkiness everyday to make their life
not monotonous.
WHERE DO THEY ENGAGE?
Facebook
Youtube
Make TA
notice Poca
Twisties & try
it
Establish a link
between Twisties
& teens’
conversations in
TA’s mind.

10. Case Study
CONSUMER INSIGHT BRAND ROLE STRATEGY
Just like high school
teenagers, we are young,
dynamic & hate the
boredom.
That’s why we are twisty,
we can create twist
everyday.
Having us as a catalyst of
your conversations, your
mind are free to create
great conversations.
THEIR TENSION
I have to go to school
everyday, do the same
things everyday. I’m young
and I hate the boring
monotonous repetition day
after day.
If only some tiny teeny little
twist happens to make my
daily life more interesting.
THEIR MOTIVATION
Everyday, I babble with
my friends about
everything to make my
day more stimulating.
It’s great to have a space
where I can share my
POV, debate with others
who have the same
interest as I do or involving
myself in a race, a
competition regardless of
how big the race is.
Be a part of
their
conversatio
ns
TRIGGER
Recruit audience
ENGAGING
Let TA join the
campaign
themselves as a
part of the project
AMPLIFY
Amplify the result of
contest by
advertorials/
editorials/ Experts’
Vlogs
CREATIVE IDEA
Let’s find the
“Air slashing
King” with
Twisties
It is remarkable
that the TA will
choose the King
of Air Slash-er
Community by
themselves.
They will like,
comment &
share to vote
for their favorite
contestant.

11. Case Study
DEPLOYMENT PLAN
TRIGGER ENGAGING AMPLIFY
OBJECTIVE
CONTENT
TOUCH POINTS
Start the
conversation to
involve TA
Escalate the
conversation
among TA
Amplify results
from the
conversation
> Create platform to develop
“Dai hoi chem gio” Contest,
include: website, fanpage &
youtube channel
> Involve key TA’s influencers
> Vlog by Top vloggers (Toan
Shinoda, JV, etc.)
> Ads on Facebook, Zing & other
teens’ forums & website
Run the contest, include 4 rounds:
- 3 online rounds (upload clips on
Youtube and let audience vote
through like, comment & share)
- Final round (offline & broadcast
on main page)
Involve TA to share & debate for
their favorite contestants.
> Updated vlog by top vloggers
> Editorial/ advertorial on online
media
> Editorial/ advertorial on
online media
Publish the contest
result

12. Case Study
RESULTS
KEY LEARNING
- Finding an interesting fact among TA (they like “air slashing”)
- Involve top Vloggers who has impactful influence on TA
- Funny & interesting topics which relevantly involves youngsters
- Choose right touch points: Facebook, Youtube, Zingme, etc.
- “Dai hoi chem gio” fanpage has over 205 000 likes in months with every new status received more
than 100 likes in average.
- Youtube Channel has 18 307 subcriptions with highest views for a video is more than 400 000 views.
- Thousands of likes, comments & share via youtube & facebook are made during contest.