ASSIGNMENT 13.1 SOCIAL MEDIAHoang Thach – Thao Nghi

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.

SocialMedia

What is Social Media?

Social Media Landscape in Vietnam

Overall about the Internet and Social Media user:

Social network user in Vietnam (2013):

8,525,000WHO are they?

Social Media Landscape in Vietnam

WHAT they use?

Most visited social media pages in Vietnam

Social Media Landscape in VietnamStatistics of 2 biggest Social Media in Vietnam

Social Media Landscape in Vietnam

WHERE can we find them?

Social Media Landscape in Vietnam

Sources: GroupM, Comscore and Wearesocial

WHEN they use?

Percentage Internet users use Social Media everyday:

19%HOW they use?

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? FacebookYoutube

Make TA notice Poca

Twisties & try it

Establish a link between

Twisties & teens’

conversations in TA’s mind.

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 TENSIONI 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 MOTIVATIONEveryday, 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

conversations

TRIGGERRecruit audience

ENGAGINGLet TA join the

campaign themselves as a

part of the projectAMPLIFY

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.

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

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.