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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