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Social Media For Sale

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Social Media For Sale

  1. 1. Social Media for Nguyễn Thành Long - VP of ePi Tech Inc. - http://baomoi.com Zing - Social Network Conference - Aug2011
  2. 2. 3 minutes for Baomoi.com
  3. 3. Source : Burson-Marsteller (Young & Rubicam/WPP) - Aug2011
  4. 4. 1M++ downloaded700.000 visits/day 120.000 visits/day ~5000 visits/day web wap application tablet
  5. 5. They tried, they failed and ...
  6. 6. Apple Google Toyota MotorGeneral Electric Microsoft 6th Innovative Companies(2008) 3M Walt Disney IBM Sony
  7. 7. "Who said this is media? Media issomething you can buy and sell.Media contains inventory. Mediacontains blank spaces. Consumerswerent trying to generate media. Theywere trying to talk to somebody. Soit just seems a bit arrogant. ... Wehijack their own conversations, theirown thoughts and feelings, and try tomonetize it." Ted McConnell Digital Guru of P&G, 11/2008 arrogant!!!
  8. 8. “ ... But Im not so sure I want to be targeted like that.“ Src : Mashable - The History Of Advertising On Facebook
  9. 9. While he appreciates the power of targeting afforded by Facebook, it also makes him uncomfortable.He use Facebook to find a 22- to 27-year-old female P&G employee living inCincinnati "who likes sex and CocoaPuffs ... And he found such a person.“So the targeting is fantastic, you can doreally amazing things. But Im not sosure I want to be targeted like that.“
  10. 10. Real Beauty Campaign
  11. 11. flawless skin, no scars, not too curvy, not too athletic...Src : Blog Of Jezebel (http://goo.gl/MIzaS)
  12. 12. ... they tried it again ...
  13. 13. 6/2011
  14. 14. Vietnam - 2010
  15. 15. 23 years on Super Bowl 2010 Refresh Everything http://www.refresheverything.com/20.000.000 USD Health Art & Culture Food & Shelter The planet Neighborhoods Education
  16. 16. Social Media : What + Why?
  17. 17. Am I still the one? NO!!! NO!!!NO!!! Consumers are changing their media consumption behaviors
  18. 18. ~60% American are watching TV and using the Interneton a PC simultaneously at least once per month at home (Nielsen)
  19. 19. 11-13h,20-22h are the rush-hours of Baomoi Mobile (WAP)’s usersSrc : Baomoi Mobile (WAP) - Google Analytics
  20. 20. 11-13h,19-22h are the rush-hours of Baomoi Mobile (Application)’s users 18/8/2011 (mid-week)Src : Baomoi Mobile Application (http://baomoi.mobi) - Felix Studios
  21. 21. 11-13h,19-22h are the rush-hours of Baomoi Mobile (Application)’s users 21/8/2011 (weekend)Src : Baomoi Mobile Application (http://baomoi.mobi) - Felix Studios
  22. 22. 11-13h,19-22h are the rush-hours of Baomoi Mobile’s users Is it the Golden Hours for TVC in Vietnam?
  23. 23. 41% 55% 750 million Vietnam’s netizens Vietnam’s netizens access SNS (2010) access SNS (2011) Number of Facebook users 33% 19% 70% small business owners Vietnam’s SNS users using Facebook for marketing, compared Users per capita use ...................... to 66% who use Google 10.000 11% Facebook fans would buy something that was only Number of Youtube brand partners offered to themSrc : Mashable + Kantar Vietnam + VNNIC + Cimigo
  24. 24. 96%Src : Nielsen - 2011
  25. 25. So, what isSocial Media?
  26. 26. Forum Social NetworkVn-Zoom, Tinhte, DDTH, Webtretho... Facebook, LinkedIn, Go, Ban Be... Content Community Blog Y!360, Wordpress, Flickr, Youtube, Digg, Anhso, Clip.vn, Linkhay... Yume... Micro-blogging Wikis Wikipedia (200.000++ articles in Twitter, Mimo... Vietnamese), VLoS...
  27. 27. 5 Characteristics of Social Media
  28. 28. blur the contribute + border between feedbackmedia & audience 1.Participation
  29. 29. Content is everyone’s property 2.Openness
  30. 30. Traditional : one- Social Media : two- way broadcast way conversation 3.Conversation
  31. 31. Communicated effectively easier to form a community 4.Community
  32. 32. Different device, different experience 5.Connectedness
  33. 33. LOTTE - JAPAN “FIT” DANCE CONTEST Campaign URL : http://lotte-fits.jp Social Media Channel : Date : March 2009 Duration : 3 months Prize : 10000 USD
  34. 34. TVC + Star (+Youtube)Src : http://www.youtube.com/watch?v=WGkceCjHTSc
  35. 35. User Generated Content (UGC)http://www.youtube.com/watch?v=mYzLcVZC8k4
  36. 36. User Generated Content (UGC)Src : http://www.youtube.com/watch?v=y8OePF9nkcI
  37. 37. 110M++ people Some clips had 2M++ views 3000 clips 55M++ views
  38. 38. 1.Participation 2.Openness 3.Conversation 4.Community5.Connectedness
  39. 39. Social Media : How?
  40. 40. Src : Gapingvoid 1.Two-ways conversation
  41. 41. Only one promoted tweet will be displayed on the Search Result Page Promoted tweet will disappear if userdon’t interact with it
  42. 42. 2.Content + Community
  43. 43. POEM = Paid/Owned/Earned Media
  44. 44. POEM = Paid/Owned/Earned Media
  45. 45. 3.SEO + SMO
  46. 46. User Content AIDA BrandBrand relationship Src : Razorfish Brand Evangelist 4.Framework
  47. 47. 5.Monitoring Tools
  48. 48. http://baomoi.com/Tag/[Brand_Name].epiWeb Analytics Tools : Google Analytics, Woopra, Alexa... Social Monitoring Tools : SocialMention, ePiORM, Boomerang...
  49. 49. OralB - Summer 2011
  50. 50. Dell OutletCampaign URL : http://www.twitter.com/DellOutletSocial Media Channel :Date : 2007Duration : till now
  51. 51. 1.5M followers3M++ revenue
  52. 52. DELL HELLJeff Jarvis 6/2005 + 4 years @home warranty
  53. 53. #dellhell Buzzmachine.com DELL HELLJeff Jarvis +
  54. 54. Well, my #dellhell continues... DELL HELLJeff Jarvis email : don’t reply blog : don’t read silence is my friend...
  55. 55. get back money and scars with DELL HELL #dellhellJeff Jarvis ACSI (American Customer Satisfaction Index) score dropped five points in one year
  56. 56. 33 corporate accounts1.5M followers 8 forums 12 blogs3M++ revenue 22 Facebook groups
  57. 57. Social Media : Who
  58. 58. 10% revenue from Facebook (isn’t the top referrer but has the best conversion rate)also building community and gaining ‘profits’ from Zing Me, Twitter ... SME
  59. 59. Facebook + Flickr +7 staffs Youtube + Renren + Sina2M RM (~660.000 USD) ~1M for traditional advertising tickets sold Enterprise
  60. 60. F&F Non-profit
  61. 61. Social Media : When + Where
  62. 62. "Who said this is media? Media issomething you can buy and sell.Media contains inventory. Mediacontains blank spaces. Consumerswerent trying to generate media.They were trying to talk tosomebody. So it just seems a bitarrogant. ... We hijack their ownconversations, their own thoughts andfeelings, and try to monetize it." Ted McConnell Digital Guru of P&G, 11/2008
  63. 63. ParticipationConversation Openness Social Media Community Connected
  64. 64. 2-ways Conversation Content +Monitoring Tools Community Social Media SMO + SEO Framework
  65. 65. Thank you! http://baomoi.com http://buzz.tl epi_longo long@epi.com.vn

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