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.
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