Social Media Platform Analysis
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Transcript of Social Media Platform Analysis
SOCIAL MEDIA PLATFORMANALYSIS
1. INTRODUCTION
2. SOCIAL MEDIA OVERVIEW
3. SOCIAL MEDIA BEST PLATFORM
4. SOCIAL MEDIA IMPLEMENTATION
5. WHY PEPSI SHOULD INVEST ON NEW CHANNELS
6. WHAT SOFRESH DO
WHAT WE COVER
TABLE OF CONTENTS
INTRODUCTION
NOT ALL SOCIAL PLATFORM MADE EQUAL.
EVERY SOCIAL PLATFORM HAS OWN LANGUAGE, STRENGTHS AND USERS DEMOGRAPHIC.
TABLE OF CONTENTS
SOCIAL MEDIA OVERVIEW
SOCIAL CHANNEL HAS CHANGE THE WAY PEOPLE CONNECT.
IT CHANGED THE WAY PEOPLE COMMUNCATION.IT CHANGED THE WAY PEOPLE DELIVERY MESSAGE.
WHEN PEOPLE ENJOY THEIR TIME ON SOCIAL NETWORK.
MAKING A OPPORUTNITIES FOR BRAND.
SOCIAL NETWORK BECOME MARKETING CHANNELS.
TABLE OF CONTENTS
SOCIAL CHANNELS BEST PERFORMANCE
AFTER RESEARCH A HUNDRED SOCIAL PLATFORM.
WE FIND OUT THE MOST SOCIAL CHANNELS IN VN AS FB, Google +, Zalo, Instagram.
FB HAS DOMINATE VN USERS.
WITH 20 M VN USERSWITH THE MOST USERS AGE AROUND: 13-26
WHY FACEBOOK?
PROSHigh interactive platformDominate VN usersEffective channelsFB Ads support
BENEFITS
CONSPost reach 3% of FanFake users a lotsMust to invest on media
SUCESSFUL STORY
TABLE OF CONTENTS
NEW CHANNELS EMERGING
WHY GOOLE PLUS?
Goolge+ IS SECOND SOCIAL CHANNEL IN VIETNAM.
WITH 5,6 M VN USERSWITH THE MOST USERS AGE AROUND : 18-24
BENEFITS
PROSGoogle Index SEO for postPost interact with users when they searchingGoogle Post Ads support
CONSAge group: 18-26Most of users are student
SUCESSFUL STORY
ZALO IS NO .1 MOBILE SOCIAL NETWORK IN VN.
WITH 9 M USERS AND MOREWITH THE MOST USERS AGE AROUND : 16-25
WHY ZALO?
BENEFITS
PROSVN social networkReach 100% followersHigh levels of engagementHigh visibility of posts
CONSRecommend for targeting rural users
SUCESSFUL STORY
WHY INSTAGRAM?
Instagram IS NO .1 PHOTO SOCIAL NETWORK IN VN.
WITH 1 M VN USERSWITH THE MOST USERS AGE AROUND : 16-24
BENEFITS
PROSPhoto sharing networkReach 100% followersHigh levels of engagementHigh visibility of postsInteractive channels
CONSRecommend for targeting urban usersVideo promotion only 15s
SUCESSFUL STORY
TABLE OF CONTENTS
SOCIAL MEDIAIMPLEMENTATION
BE RELEVANT BE TIMELY BE ENGAGING
Provide information and experience
relevant to Sting users
Build anticipation before, during and after an event or promotion.
Respond to posts in a timely manner (within 24 hours, at latest).
Stay current with trending topics.
Motivate user to get up and get
out with our activities
Create standout, share-worthy content.
Incorporate feedback from fans.
Reward participation to inspire
others
POST RULES
FACEBOOK IS THE CORE SOCIAL
HUB FOR SHARING CONTENT, NEWS
AND OTHER RELEVANT
INFORMATION FOR OUR USERS.
POSTING RULES• Embody Sting’s personality, tone and voice.
• Use under 90 characters (+27% engagement)
• Use photos/videos (+120%/100%
engagement)
• Post on weekends (+20% engagement)
• Seek input from fans (+120% engagement)
• Call to read, watch or take a closer look
(+60% engagement) with video and articles.
RESPONSE• We should respond to fan posts that allow us
to support and amplify positive WOM, answer
consumer questions or resolve customer
service issues.
POST RULES
CONSIDER THESE QUESTIONS BEFORE POSTING
☐ Have you allowed at least 4-6 hours between posts?
☐ Are your posts this week varied in terms of content types and image styles?
☐ Are you posting photos with strong, on-brand imagery?
☐ Is your post short and clear?
☐ If asking for fan engagement, is your question easy to answer?
☐Have you double-checked for typos or other errors?
POST RULES
Community manager is responsible for moderating all posts, conversing with the community in productive ways and removing anything inappropriate and in violation of the platforms’ policies.
Social media is a two-way conversation between a brand and its fans (or detractors). As a result, it is essential to have response strategies in place to deal with comments, questions, problems and more.
The following outlines the principles of how we engage in social media: Acknowledge the good, not just the bad. Even if an answer is not readily available , acknowledge the question/complaint and let them know it’s being worked on. Social media works in real time and we must as well.
For negative comments, acknowledge publicly and then take offline or an email. Where possible, we want to avoid a negative back-and- forth on the page.
Deletion should be used only when users violate the brand or platform’s posting policy. We do not delete comments just because they are negative or unflattering.
THE RULE: BE ENGAGED
POST RULES
We must evaluate our specific response in the context of the specific comment or post we are responding to. Here are some general guidelines in terms of evaluating the appropriate response. In case of any doubts, please contact brand team immediately.
Level Description Response
1 A highly negative blog post or article attacking policies, brands or a particular issue AND/OR A large number of comments (relative to typicalcomment numbers for the site) that are highlyinflammatory and could have an immediate, significant effect on the Sting brand image-Sting’s corporate reputation, financial results or customers .
DIRECT ENGAGEMENT Media: If appropriate, contact the article/blog author and/or editor to correct mistakes, provide Sting brand comment or demand retraction of factually incorrect piece Turn the tide: Continue to build positive commentary in thread through third-party advocate postings and employee
commentary
Shift the venue: (IF APPROPRIATE) Move theconversation from the negative posting to a new venue (another friendly blog or Sting’s own site) by conducting an interview or positing a lettercorrecting the facts and dismissing the accusations .
2 An article or blog post that is broadly negative toward Sting but does not raise specific or highly inflammatory accusations at the Company, a brand or its employees AND/OR A significant number of comments (in-line with typical numbers for the site) that are generally negative toward or questioning of Sting, a specific is- sue or crisis, its policies or employees .
DEFLECT & CLARIFY Third-Party: Engage a small select group of third-party advocates (3-4) to enter the thread and post comments to defuse negativity and question the credibility of unfounded accusations.Media: (IF APPROPRIATE) Contact the author and/or editor to correct facts and provide Sting’s perspective on the issue
3 An article, blog post or individual comment that contains general negativity toward Sting or one of its brands but is not reflected or picked up on by subsequent posts.
MONITOR Do not engage, but continue to monitor in case it shifts to a higher level .
RESPONSE GUIDELINE
Is this post a positive comment where we can add value, or for
which we have approved language to respond?
Is this a positive orotherwise response-
worthy post that cannot be answered by your
team alone? NO
Is this a post that contains personal
attacks, spam,profanity or otherwise violates Facebook or
Sting’s policies? NO
Is this post an expression of frustration with Sting
as an company, a negative article or angry
rant?
If a perceived threat, alert brand team with
details. Response as warranted.
NO
YES
Delete post immediately.
YESTell the consumer we’re working to get the issue resolved, and check with appropriated entities to
help draft approved answer.
YES
Response within 6-12 hrs.
YES
RESPONSE CONTROL
Social media is often the front lines of a potential brand crisis situation. we recommend the following infrastructure to watch for and address potential crisis situations:
PREPAREConsider potential backlash your brand page could face. How would you respond, should this occur? Have messaging approved and at-the-ready.
LISTENWatch social media closely for signs of problems.
RESPONSEDon’t ignore growing backlash. Respond promptly, whenever possible, which can often help quell negative conversation.
RECOVERGuide brand back into a positive light.
PREPARE
LISTEN
RESPOND
RECOVER
CRISIS SITUATION
KEY ELEMENTS TO MEASURE
CREATECreate a data capture plan using tools like Facebook insights, Google analytics, Synapse or other on a regular basis.
ANALYZEAnalyze performance data on a regular basis Identify opportunities for improvement and optimization
SHAREUncover consumer insight that could be applied organization-wide
OPTIMIZEIncorporate learnings to circulate and inform future programs
CREATE
ANALYZE
SHARE
OPTIMIZE
AN ONGOING CYCLE FOR IMPROVEMENTAlign on business and marketing objectives, and define KPIs tied to these objectives(KPIs = Key Performance Indicators)
MEASUREMENT AND OPTIZATION
TABLE OF CONTENTS
WHY PEPSI SHOULD INVEST ON NEW CHANNELS
TO BE NUMBER 1 IN SOCIAL CHANNEL
NOT MANY BRAND INVEST ON GOOGLE +, ZALO, INSTAGRAM.
TO LEAD IN SOCIAL PLACE TO ENGAGE USERS IN DIFFERENT SOCIAL PLATFORM
TABLE OF CONTENTS
WHAT SOFRESH DO
WE ARE SOCIAL MEDIA EXPERT
WE EXPLORE AND RECOMMEND THE BEST SOCIAL CHANNELS FOR CLIENTS.
TO ENSURE CLIENT WILL BEST RESULT AND COST EFFECTIVENESSTO CONNECT CLIENT’S BRAND AND TARGET USERS
TABLE OF CONTENTS
THANK YOU