What’s Going about your Brand in Online World

V  1.6  

Zocial Inc. Online Analysis

Speaker Profile

■　Social： Pawoot is Thailand IT and E-Marketing GURU. Now we be consultant for Government and big corporate. All people accepted his online marketing knowledge and abilities.

■　Current：

■ Education： 2007 – 2009: Master Degree 2 : Executive MBA : Sasin Graduate Institute Chulalongkorn University 2000 – 2001: Master Degree 1 : Internet & E-Commerce : Assumption University

1993 – 1998: Bachelor Degree : Architecture : Rangsit University.

■　Name： Pawoot (Pom) Pongvitayapanu

■　Others： Published many educational books regarding E-Commerce & E-marketing ( more than 35 Titles) and be guest speaker to University, Government and Private Sector

CEO & Founder e-frastructure inc.

Managing Director & Founder TARAD DOT COM Co ., Ltd. (Rakuten Group)

Director & Founder Winter Egency (TARAD Solution Co.,Ltd)

Director & Founder Zocial inc

President & Founder Thai E-Commerce Association

Columnist Bangkok Biz News Newspaper, SME Magazine

Teacher Silpakorn University. ICT Faculty

Company  Group  Structure  

E-Commerce Service Digital Egency •  Largest  B2C  Shopping  Mall  in  

Thailand  •  Advance  E-­‐Commerce  PlaAorm  for  

Business  •  Online  Payment  SoluFon   Staff : 85 people Share : Join with Rakuten Inc. (Japan)

Found  in  1999      Total  Employee  +110  staffs  

•  Online  markeFng,  Strategy    •  Social  Network  ExperFse  •  Online  MarkeFng  Tools  &  

PlaAorm  •  Media  Planning      Staff : 30 people

•  Brand  &  Social  Network  Analysis  •  Data  Mining  and  Researching  •  Brand  and  Online  Ranking  •  Real  Time  Monitoring  

     Staff : 7 people

We  are  Expert  in  Digital  Service  more  than  15  years  exeperience  

Online Analysis

Brand  “Monitoring  &  Research” System    what’s  people  talk  about  your  brand  

Brand  “Ranking  &  Analysis” System    Where  are  you  compare  with  compeFtor  

CuWng  Edge  Technology  to  monitor,  listening  and  AnalyFc  what  people  talk  in  this  Social  Network.  Including  manage  social  media  site  and  channels.  All  own  development.  “Our  data  coverage  10  countries  in  ASIAN”  

Advance  and  Unique  Online  Analysis  PlaAorm  &  Service  

(Cover 10 Countries in ASIAN)

“Unique  and  CuFng  edge  technology”  

Growth 79% Growth 100 %

Growth 12.5% Growth 546.52 %

26 M

1.5 M

2.6M

8 M

9 M

TOTAL THAILAND FACEBOOK USER

26 MILLION

12.68 million user

13.32 million user

* (May 2013 - 18.5 Million User) + 40%

* (May 2013 - 9.3 Million User) +43%

* (May 2013 - 9 Million User) +41%

Facebook  Post  Per  Day  Thailand Facebook User Post Trend in a week

TOTAL THAILAND TWITTER USER 4.5 MILLION USER

Average > 4,657,534 Tweet/Day > 450,000 active user/day

ข้อมูลจาก #thaitrend

(Year 2013 - 2.0 Million User)

Total Thailand Instagram user

1,551,649  Public 1,409,546

(90.84%)Private 142,103 (9.16%)

0.6% of Total Instagram Active Global User

2013

พื้นที่ๆ มีคนถ่ายภาพ Instagram  ในกรุงเทพ(Top  LocaUon  of  Instagram  Photo in  Bangkok)  

IKEA BANGNA

ABAC

Siam Paragon

King Mongkut’s Institute of Technology Ladkrabang

Suvarnabhumi Airport

King Mongkut’s University of Technology

Thonburi

Mahidol University

Donmuang Airport

Muangthong Stadium

Samutsakorn ‘s Capital

Thamasat University (Rangsit)

Rangsit University

Bangkok University (Rangsit)

พื้นที่ๆ มีคนถ่ายภาพ Instagram  ในกรุงเทพ(Top  LocaUon  of  Instagram  Photo in  Bangkok)  

Why  Brand  need  social  Monitoring?  

ConversaUon  and  ParUcipaUon  in  Online  Community  and  Social  network  can  reflect  consumer  percepFon  and  aWtude  towards  brands.    How  can  Online  MarkeFng  monitor  these  conversaFon?    

       

Online   Offline  

“Listening  &  Monitoring”

Platform Package Online Analytics Platform

•  Monitor and Analytic data from online and people •  Manage everything by yourself

Dash Board : Wacoal Campaign

Range  of  Time  

Total  Trend  by  Channels  

Social  InteracFon   Category  of  Message   Total  Keywords  

Where  people  talking  

SenFmental  

Gender  

Product  Launched  Period  

Dash Board

Top  Post  in  Facebook  Top  message  in  Facebook    

Top  User  In  Twiter  

Top  Photo  in    Instagram  

Top  Message  in  Twiaer  

การกระตุ้นให้เกิดการซื้อสินค้า  

Twitter สร้างการรับรู้(Awareness)

เว็บ Review สร้างความสนใจ ตัดสินใจ(Interest & Desire)

ไปซื้อที่เว็บไซต์ (E-Commerce) (Action)

Brand  Tracking  &  Monitoring  

Summary  of  voice  

People  Voice  Movement,  Who  make  voice?  

Who  saying  that  

What  they  talk?  

PosiFve  or  NegaFve  

We  Will  Know  •  Who  is  talking  •  What  are  they  talking,  posiFve  or  

negaFve  •  Where  they  talking  

Advance  Tracking  Technology  •  Tracking  from  many  online  sources  

(Facebook,  Twi.er,  Community)  •  Measurement  to  Number  •  Alert  &  NoFficaFon  directly  

Sentiment Tracking

Track  people  talking  about  your  brand  in  posiUve  and  negaUve  way  

Trend  and  StaUsUc  

See  Each  Day  and  Every  Hour  Trend  

High  Density  of  people  takling  

See Real Data in Mon – Sun Day and Midnight till every hour

Check  Message  LocaUon  

Your  Brand  in  News    and  Blog  Web  Sites  

Know  Impact  from  News  Site  •  Monitor  your  brand  from  News  Sites  •  See  relaFon  from  news  with  social  

network  and  other  sites  •  Forget  about  News  Clipping  service.  

Share  of  Each  News  Site  

Daily  Tracking  in  News  Sites  

News  Topic  get  from  News  Site  

Your  Brand  on  News  Site  Related  with  People  Talking  in  Online    

LocaUon  Tracking  

LocaFon  of  Brand  &  Branch  

Name  of  LocaFon  

User  Visit  frequency  

Trend  of  Visitor  

Map  of  LocaFon  

User  Comment  &  Tips  

Comment  

Tracking  Branch  or  LocaUon,  See  how  popular  and  who  is  our  real  customer  

Video Brand Tracking Tracking  What  People  Talking  About  Your  Brand  in  Youtube  

Track  who  take  photo  and  menUon  about  your  brand  

Instagram  

Daily Report, Alert and Notification

Benefit  to  Business  

Social  Listening  &  Monitoring  

MarkeUng/PR/Research     Sale/CRM   HR  

•  Brand / Product Tracking •  Campaign Tracking •  Competitor Tracking •  Benchmarking •  Crisis Monitoring •  Online WOM monitoring •  Research Quantity &

Quality

•  Demand Monitoring •  Find Key Influencer

Consumer Complain •  Customer Relation

Management •  Increase Sale

•  Employee Monitoring •  Talent identification

Customer * Service Launched in March 2012

Many  Agency  and  Corporate  Using  This  Service  

Research Research and Analytics Service •  Research in what topic you want to know what’s people thinking and behavior •  Faster and Larger target audience •  Monthly research summary report from our online researcher team

Huge  sample  size  

Plenty  of  real  Fme  insight  

No  bias  

No  leading  quesFons  

Fast  tracking  

Always  up  to  date  

Why  research  needs  to  focus  ?  

Online  Research  

Social  listening  

What  we  cover?  

Brand  health  

Brand  reputaFon  

Customer  saFsfacFon  

Campaign  feedback  

Influencer  analysis  

Online  Research  

Social  listening  

Online  survey  

Online  gang  survey  

Online  In-­‐depth  Interview  

Online  focus  group  

Online  accompany  shopping  

Online  home  visit  

Online  Research  

Social  listening  

Quant

Qual

** Support and reconsign with Offline Research and Survey methodology

P1  P2  

P3  

Industry Benchmarking

0  

1,000  

2,000  

3,000  

4,000  

5,000  

6,000  

7,000  

8,000  

9,000  

10,000  

Dec'12   Jan'13   Feb'13   Mar'13   Apr'13   May'13   Jun'13  

(+84.42%)

•  L  NegaFve  topic  A •  J PosiFve  topic  C  •  J  PosiFve  topic  D  •  L  NegaFve  topic  B  

•  L  NegaFve  topic  F •  L  NegaFve  topic  C  •  L  NegaFve  topic  E

•  J  PosiFve  topic  G

Competitor Analysis : Top 3

 42,356    

 36,542    

39,729  42,530  

32,440  29,929  

 19,800      16,984      18,363      15,607      12,474     13,100  

Feb   Mar   Apr   May   Jun   Jul  

Facebook   Twiaer   Instagram   Forum   News   Blog   Total  Brand  A   Total  Brand  B  

(+5%)

(-8%)

Own brand vs One competitor

A

B

A

BC

A

BCD

D

E

F

GH

I  J  

Level of crisis Problem Journey

High  

Med  

Low  

Key Influencer

A+   A   A-­‐   B+   B   B-­‐   C+   C   C-­‐  

Brand reputation

91.66  

89.88  

93.96  

100.00  

93.87  

5.01  

5.88  

4.33  

3.80  

Brand  A  

Brand  B  

Brand  C  

Brand  D  

Avg  

NegaFve   Neutral   PosiFve  

Top brand

42.84%  65.31%  84.71%  

86.83%  94.54%  100.00%  93.42%  100.00%  100.00%  

76.40%  97.08%  96.93%  100.00%  98.64%  95.66%  90.45%  

100.00%  

29.63%  15.59%  7.99%  

10.92%  5.46%  0.00%  5.46%  

2.92%  1.95%  0.00%  1.36%  0.97%  

General  conversaFon  PR  and  News  ApplicaFon  

Camera,Photografic,Sharpness  Review  Q&A  

SpecificaFon  Sale  procduct  by  owner  

Sale  procduct  by  online  shop  Usage  problem  

MarkeFng  AcFvity    Price  

PromoFon  Accessories    

OperaFon  system  Customer  service  

Recommend    

NegaFve   Neutral   PossiFve  

(+84.42%) Attribute Analysis

42.76%  

14.48%   12.76%   11.38%   7.24%  

Gene

ral  

conversaFo

n  

PR  and

 New

s  

Camera,Ph

oto  and  

Shapne

ss  

ApplicaF

on  

SpecificaFo

n  

30.77%  23.08%  

19.66%  

11.11%  5.98%  

Gene

ral  

conversaFo

n  

PR  or  n

ews  

Usage  Problem

 

ApplicaF

on  

Custom

er  

service  

L Negative J Positive

Attribute by channel

Sentiment vs Engagement

Customer satisfaction

Research  In-­‐depth  of  User  Behavior  

Research Online Campaign Result backward 3 months. See how perform of the campaign and online influencer

TesUmonial  “ZocialEye  help  us  understand  market  situaFon  and  crete  next  strategy”  Sarin  -­‐  Nokia  :  Online  Marke>ng  Manager  

 “ZocialEye  help  us  manage  crisis  management  and  react  to  incident  really  fast”  Ma.anee  –  Mead  Johnson  :  CRM  Ac>va>on  Manager  

 “We  understand  deeply  in  our  compeFtor  movement  and  market  reacFon”  Mejirassaya  –  True  Visions  :  Marke>ng  Manager  

 

Thai  Bank  Comparison  

Brand  Comparison  

Real Time

Real  Voice  from  People  in  Social  Media  

Related  VDO  from  Youtube  from  this  candidate  

Real Time Monitor The Voice Thailand Final Date (15 Dec 2012) http://www.zocialeye.com/thevoice/

The  Voice  Thailand  Real  Time  Result  •  Get data from Faebook, Twitter •  See how people in online react to the show •  Predict and Forecast the winner

Candidate  Name  

Keng  On  stage  

King  On  stage  

Ta  On  stage  

Non  On  stage  

Keng Non King Ta

Bangkok  Governor    ElecUon  2013  

•  Real Time Monitor Voice of People •  Faebook, Twitter, Instagram •  Sentiment Message •  Predict and Forecast the winner

http://realtime.zocialeye.com/bkk2013

Total  Social  Media  Value  

Social  Awareness  Trend  

Full  Detail  for  Each  Person  

Social  Data  Real  Time  Trend  

Real  Data  and  Reference  

“Listening  &  Monitoring”

•  ZocialEye  PlaMorm  •  ZocialEye  Research  •  ZocialEye  Real  Time  

“Ranking  &  Analysis”

What  We  Ranking  

ZocialRank is a Online Brand Ranking & Aanalytic system that can help brand keep up on their brand direction and customer engagement in to better know your customer insight and competitor.

Ranking  in  Top  Social  Network  Service  

Brand and Social Network Ranking, segment by industry. Deep Analytic and compare to get in to competitor strategy (Facebook, Twitter, Foursquare, Youtube)

We  Analyze  In  Dept  Analysis  in  detail  what,  why  happened  there  

Feature  List  :  Facebook  •  User    InteracUve  staUsUcs  

–  AddiFonal  informaFon  than  Insight  :-­‐  �Page  Post  /  �Feedback  period  of  Member    

–  Number  of  ParFcipaFon  (Like  /Comment)  •  Page  staUsUcs  and  Message  Performance  

–  AnalyFc  Quality  engagement  between  Brand  can  customers  

–  Select  period  of  informaFon  to  analyze  more  than  3  months  

•  Engagement  rate  staUsUcs  –  Analyze  the  best  Fming  that  brand  should  

communicate  to  customers  for  the  best  response  –  More  effecFve  conversaFon  

•  Like  PredicUon    –  Predict  growth  of  each  page  in  any  period  of  Fme  

•  Track  Own  and  CompeUtor  Comment  –  Track  customers’  comment  for  brand  and  

compeFtors  

Fan (Member) Insight Statistic

Oishi  Tan  Ichitan  

Growth  of  Likes  (member)   Fan  growth���(Growth  of  Likes  (member))  •  Performance  of  growth  •  How  many  member  you  have  •  Benchmarking  with  compeFtor    

Average  Fan  Post  Time  

Fan  Age  Group  

Member  Insight  stat���(Fan  InformaFon  (member))  •  Gender  of  member  •  When  they  post  in  pages    

Fan Post Performance in Page

Post  Frequency  Fan  Post  (member  post)  •  Member  parFcipaFon  rate  

in  Facebook  Pages  •  Member  iniFate  topic  by  

themselves  or  not?    

Talking  About  Frequency���Engagement  rate  •  How  people  talking  about  

your  brand  in  Facebook  •  Compare  with  your  

compeFtor    

Fan  Post  &  Comment  StaUsUc  

Talking  About  StaUsUc  

What’s Going On in Each Day

What  are  they  talking  about?  

Fan  Post  Message  Per  Day  

Who are the most active user and what dose he/she say?

Top  Member  who  posUng  in  pages  

Most  acUve  user ���Member  ParFcipaFon  •  Member  InteracFve  Ranking    •  Know  exactly  who  they  are  •  Select  range  of  date  and  Fme  

   

What  is  he  talking?  Most  responded  topic ���Member  ParFcipaFon  •  Track  back  what  are  they  

talking  about?  •  When  they  parFcipate  in  Pages  

   

Twifer  Ranking  

Twifer  Ranking  (Thailand)  •  Ranking  by  Top  Follower    •  Search  and  Check  your  twiaer  

ranking  •  Check  growth  rate  and  User  Detail  

informaFon  (External)  

Who  is  No.1  Twiaer  Follower?  

Foursquare  +  Facebook  Place    Ranking  

Top  LocaUon  Ranking  (Thailand)  • Ranking  by  Top  Check-­‐in  LocaFon  and  User  • Full  detail  of  user  in  each  locaFon  same  as  locaFon  admin  • Check  how  acFve  of  your  compeFtor  branch  or  locaFon  • Check  what’s  people  talking  about  your  locaFon  

Where  is  the  Top  Check-­‐in  LocaFon?  

Youtube  Ranking  

Youtube  Ranking  (Thailand)  •  Ranking  by  Total  View,  Daily  View,  

Comment,  RaFng,  Recently  •  Full  Detail  of  Video  with  Comment    •  By  Category  of  Each  Video  

What  Video  are  Top  View,  Comment  in  Youtube  

Instagram  Ranking  

Instagram  Ranking  •  Ranking  by  Total  View,  Daily  View,  

Comment,  RaFng,  Recently  •  Full  Detail  of  each  user  •  Growth  rate,  tend    or  follower  •  Top  LocaFon  taken  photo  •  Top  filter  used  

Who  is  Top  Influencer  with  Photo  Social  Network  

Asian  Social  Network  Ranking  Accumulate of member and Reach

Zocial Inc. Online Analysis

Infographic  (every  quote)  Facebook Infographic 2012 Twitter 2012 Youtube 2012 Check in in Foursquare 2012

Instagram Infographic 2012

Zocial Insight

“กะเทาะเปลือกสาว คิดยังไงกับเครื่องสำอาง” Place : K SME Care Knowledge Center - Register : 171 คน สถานที่จุได้เพียง 70 ท่าน

Zocial  Insight  Event  :  Social  CosmeUc  

Social  CosmeUc  

Asian  Expansion    

•  Malaysia:  Partner  with  local  agency  

•  Indonesia  :  Partner  with  MNC  Group  the  largest  Media  company  in  Indonesia,  TV,  Radio,  Print,  Radio  and  Online  

“Monitoring  &  Listening”  “Ranking  &  Analysis”  

Your Communication

Online  and  Offline  Channel  

Study & Benchmark ADVERTISE MONITOR &

RESEARCH

Result & Pefermance

?????

“Want  to  Know  more  about  You  and  Your  Business  in  Online  World?”  

Please  Contact  www.ZocialEye.com  

 092-­‐297-­‐9563  K.Pimmy  

Thank You