ASSIGNMENT 13.1

SOCIAL MEDIA

BICH VAN – NGOC TRAM

1. A. WHAT IS SOCIAL MEDIA?

SOCIAL MEDIArefers to interaction among people in which they create,

share, and/or exchange information and ideas in virtual

communities and networks.

Andreas Kaplan and Michael Haenlein define social

media as "a group of Internet-based applications thatbuild on the ideological and technological foundations

of Web 2.0, and that allow the creation and exchange

of user-generated content."

(Source: Wikipedia 2014)

Another approach

1. B. VIETNAM SOCIAL MEDIA LANDSCAPE

INTERNET PENETRATION IN VIETNAM

SHIFT IN MEDIA USAGE FROM 2012-2013TURN TO INTERNET ERA

Social network becomes TOP 4 online activities of Vietnamese youngster

Jan 2014

Vietnam has

Rate of internet penetration is

4% higher than global rate

(Source: We are social 2014)

(Source: GroupM – 3D 2012, 2013, adult 15-45)

1. B. VIETNAM SOCIAL MEDIA LANDSCAPE

SOCIAL MEDIA GROWS FAST IN VIETNAM

38%of Vietnamese

population “go

social”

15-24years old is dominant

age of social media

users

88%of Vietnamese Internet

users has a social

network

58%mobile users

using social

media apps on

their phone

2H 23M is average time

Vietnamese social media users spend

on social media per day

SOCIAL MEDIA IN VIETNAM BECOMES…. A DAILY HABIT!(Source: We Are Social 2014, 3D 2013)

1. B. VIETNAM SOCIAL MEDIA LANDSCAPE

SOCIAL MEDIA USE

Facebook is the dominant social network in Vietnamwith 96% social network users own an account

Social Network sites had 14.5 mil unique users

Facebook reach in Vietnam doubles #1 Social Network

Facebook users on Jan 2014,

penetration rate is 22%20.000.000Vietnam has

Gain

major

shares

from

(Source: We are social 2014)

(Source: Comscore, June 2013)

2. SOCIAL CAMPAIGN ANALYSATION: ĐẠI HỘI CHÉM GIÓ

IDEACreating an online contest between hot vloggers Huyme, Dưa Leo, Duy Khiêm Ngố,DoodleDude, includes 3 rounds with 3 different topics. Vloggers competed by

uploading vlogs on Youtube & Facebook. The winner will be judged byaudience voting.

Review:- The idea comes from a strong insight which is also an unmeet need of

Poca’s target consumers: People need topics to gossip.- Approach the target consumers by hot influencers among Youngsters

- the trendy Vloggers, which is very appealing to youngsters nowadays.

- Deliver the brand message: “Xoắn mới vui” strongly.- Good audience involvement by awarding prize for voting & creating

hot topics.

CHALLENGEPoca had just launch a new SKU – Poca Twisties and need a specific campaign toattract the youngster, highlight the story of “gossip around a snack” to differentiatePoca Twisties with other snack on the market.

Facebook fanpageReach 205,862 likes · 230 talking about.

Good updates with news, image, clips regarding the campaign.

Fanpage uses trendy language, creates a young & humorous space for youngsters to talk or gossip.

Didn’t mantain the viral amongs youngsters.

Bad at managing the fanpage.

Websitehttp://www.daihoichemgio.com/

Good activities involving audiences. Provide good “Food for talk”. Design delivers the concept & clear message

of the campaign.

Hard to use. Provide Food for talk but doesn’t create a

space to talk.

Youtube1563 subscribers & >30k views/clip

Not only on the campaign main channel, Vloggers also upload the vlogs on their youtube channel increase the awareness and this is most successful social media channel in this social campaign.

Good managing the page.

Waste the opportunities to connect with audience by only provide the clips but doesn’t reply.

2. SOCIAL CAMPAIGN ANALYSATION: ĐẠI HỘI CHÉM GIÓ