social media sharing for vietnam youth entrepreneur (vye) 2013

Social Media Sharing for

Viet Youth Entrepreneur 2013By Chandler Nguyen

Monday, August 12, 13

What we hope to Discuss in the next 1 hour

Quick Overview of Social media

Viral marketing principles

Deep dive into facebook in particular

If you could remember one thing today

“When done right, technology enhances the story, it doesn’t replace it”

Before jumping into Social Media Marketing

Let’s recap the marketing brief

Background:

• who you are? what values you bring to the target audience? Key products & unique selling points, market condition, competitors etc...

Background:

Objectives

Background:

Objectives

Key message

Background:

Objectives

Key message

Target audience

Background:

Objectives

Key message

Target audience

Brand personality on social media

Digital marketing

Digital marketingOwned Media

• Computer screen: Website, Microsite

• Mobile screen: Responsive Design Website, Mobile Native App

• Social media assets: Facebook, You Tube, Google Plus, Linkedin, Twitter, Instagram, Pinterest, Zing Me, Web Tre Tho account, WeChat, Line etc...

Paid Media: Display Media, Search Engine Marketing, Social Media Ads, Mobile ads, Online PR etc...

Earned Media: word of mouth, Key influencer outreach, fans, social mentions etc...

What is Social Media?

Social media refers to the means of interactions among people in which they create,

share, and exchange information and ideas in virtual communities and networks.[1] Andreas

Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological

foundations of Web 2.0, and that allow the creation and exchange of user-generated

content."[2] Furthermore, social media depends on mobile and web-based technologies to create

highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. It introduces substantial and pervasive changes

to communication between organizations, communities, and individuals.[3]

Social media refers to the means of interactions among people in which they create,

share, and exchange information and ideas in virtual communities and networks.[1] Andreas

Kaplan and Michael Haenlein define social media as "a group of Internet-based applications that build on the ideological and technological

foundations of Web 2.0, and that allow the creation and exchange of user-generated

content."[2] Furthermore, social media depends on mobile and web-based technologies to create

highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. It introduces substantial and pervasive changes

to communication between organizations, communities, and individuals.[3]

Social media are communication channels between people

However, Social Landscape is complex

And many more

Example: Facebook in Vietnam

User 19,200,000

Online Penetration 60.0%

Population Penetration 22.00%

Twitter (estimated)

User 1,800,000

Online Penetration 5.600%

Population Penetration 2.00%

Every two days now we create as much information as we did

from the dawn of civilization up until

So how to make our Digital Marketing initiative noticed?

Talked about?

Only 10% of sharing happens online!

Research by kellerfay group

Principles of viral marketing by Jonah Berger

Stepps

• Social currency

Stepps

• Social currency

• Triggers

Stepps

• Social currency

• Triggers

• Emotion

Stepps

• Social currency

• Triggers

• Emotion

• Public

Stepps

• Social currency

• Triggers

• Emotion

• Public

• Practical value

Stepps

• Social currency

• Triggers

• Emotion

• Public

• Practical value

• Stories

Who is Jonah Berger?Jonah Berger is the James G. Campbell Assistant Professor of Marketing at the Wharton School at the University of Pennsylvania.

He has published dozens of articles in top-tier academic journals, and popular accounts of his work have appeared in places like The New York Times, The Wall Street Journal, The Washington Post, Science, Harvard Business Review.

“Google Think insight” Jul 2013: From Complacent to Contagious

Social currency

Make people look good in the eyes of others

Inner remark ability

Game mechanics

Insider

Will It Blend - Golf Balls video

Flash, member only sales - scarcity & exclusivity

Triggers

Top of mind - tip of tongue

Mentos National Night SingaporeMonday, August 12, 13

Mentos National Night Video

Listened and plugged into social “Trigger Points”

Singapore National Day

Singapore Birth Rate

Other cue like Firework, parade during the national day, Durian, Ez Link card, Singapore highway abbreviation

you Tube lyric video

Effective triggers?

Frequency of the stimulus

Strength of the link

Emotion

Charlie bit my finger - again ! videoMonday, August 12, 13

United Breaks Guitars videoMonday, August 12, 13

Parisian Love videoMonday, August 12, 13

High vs low arousal

High arousal Low arousal

PositiveAwe

ExcitementAmusement

(Humor)

Contentment

Negative AngerAnxiety Sadness

Public

Social prof

Monkey see, monkey do

Practical value

Shucking Corn--Clean Ears Every time videoMonday, August 12, 13

Stories

dove evolutionMonday, August 12, 13

No relevancy between tutu prankster and goldenpalace.com

The good news is: anyone could do it!

You would still need paid media support to let enough people know about it

Guiding principles when you engage in social media

Listen first and never stop listening

“Seek first to understand, then to be understood.” Habit 5 of the “7 habits of highly effective people”

“Be a good listener. Encourage people to talk about themselves” Principle 4 of “How to win friends and influence people”

Enterprise Listening Systems

Meltwater Buzz: http://www.meltwater.com

Parature: http://www.parature.com/

Radian6: http://www.parature.com/

Sysomos: Sysomos.com

Vocus: vocus.com

Brandtology

Jami Q

Alterian SM2

Other tools

Google Alerts (Google Alerts and RSS)

Social Bakers

TrackUr

Action items

Listen to what people are saying about your brand, your competitors and your industry in general

Action items

Develop the list of keywords/phrases that are related to these topics

Action items

Develop the list of keywords/phrases that are related to these topics

Try a listening tool or simply start using Google Search

Think and Act like your Customers

Do you like to watch TV commercial during the movie time?

Do you like to see banners on websites?

Respond quickly to all bad comments

Think twice before deleting a bad comment: Unless the comment is obscene, politically related, we do NOT delete bad comments from fan.

We have to response to 100% of all of the bad comments

Always RESPONSE publicly and then take the issue private: by having fans to email us, call us, get in touch via private message on Facebook etc... Please note this is to response, not reply.

Prioritise the response based on online preference if we can't response to everyone in time. We could check online presence by the size of their network, their engagement on walls etc...

Consider response with surprise and delight - go the extra miles to delight the customers with bad comments by providing something of value.

Respond to good comments too

What would you do if someone comes to your store, and thank you?

Get creative with your thank you according to your brand personality

Be authentic & honest

Think less about “putting on a show”, build a strong brand personality & Tone of voice

Develop an authentic voice

Honesty and Transparency “should” be at the core

Where should you tell customers to like you?

On your website

On every staff email signature

On your website

On every business card handed out

On your website

On every brochure printed

On your website

On every receipt you hand out

On your website

On packaging

On your website

On packaging

On in-location signage

Facebook fanpage Management

Overall process

Overall processObjectives & KPIs

Set up

What to post? Content Strategy & content Buckets

Set up

How to get fans?

Set up

How to get fans?

Promotions/engagement activities?

Set up

How to get fans?

Promotions/engagement activities?

How to measure success?

Process

Create

Interact Measure

Optimise

Content strategy

CREATED CURATED

Content that fits with the brand

Content that

people like to engage

Content curation

Looking at what is already working on social media

“Nano targeting” Ad

“Nano targeting” AdImagine the TVC, Print Ads with your friend approval on them?

“Friends of Connections Ads”:

Location

Demographic

Location

Demographic

Likes and interests

Location

Demographic

Likes and interests

Birthday

Location

Demographic

Likes and interests

Birthday

Relationship status

Location

Demographic

Likes and interests

Birthday

Relationship status

Language

Location

Demographic

Likes and interests

Birthday

Relationship status

Language

Education and work

Measuring success

Measuring successBrand Awareness

• Number of fans/followers

• Fan growth/month

• Reach: actual reach & Viral uplift

Engagement: Like, Share, Comment, Fan Post, Fan message to Admin

• How many: Total, ratio (per fan)

• Share rate, Comment Rate, Like rate

• Sentiment: positive, negative, neutral

Bottom line:

• Macro conversion: e commerce sales, multi channel analysis

Bottom line:

• Macro conversion: e commerce sales, multi channel analysis

• Micro conversion: Product enquiry, visits, sign up

Facebook Edgerank

How long ago was the content posted?

Does this user interact with you often?

How interactive are the engagements with this post?

Appendix

TwitterBest use: Consumer Insight, Customer Service, Real Time Communication

General update

@Replies

Direct Message

Twitter conversations are typically much more public

Brand can send message directly to a “follower”

You Tube

Second biggest Search Engine

Content is more important than quality

Short and Sweet (about up to 90 seconds video)

Have fun

Monitoring & Answering comments

Google+

Best use: Drive better search results for your company

Circles: How content is being shared & with Whom?

Hangout: up to 10 people

Personalized Search

Pinterest: Content Curation at its best

Curate video, images, slideshares etc...

Pin boards

Followers & Following

Examples: Go behind the scene, Humanize the brand, crowdsourcing.

Instagram

Best use: bringing your brand to life through photos. Social networking through your phone

Sharing on the go

Best use: Recruitment, Retention, Industry collaboration, B2B Business Development

Reference

“Made to stick” by Chip Health & Dan Health

“Contagious: Why Things Catch on” by Jonah Berger

“Likeable Social media” by Dave Kerpen

social media sharing for vietnam youth entrepreneur (vye) 2013

Business

what is the erc and the gy program? stacey vye

final task 2 entrepreneur entrepreneur

entrepreneur) - ramkhamhaeng university ·...

telecentre entrepreneur course...

entrepreneur - usa - credit suisse · talk series offer...

rahul entrepreneur

unit one entrepreneurship. what is an entrepreneur? name an...

sponsorship proposal sponsorship proposal... · advisory...

entrepreneur workbook -...

entrepreneur diagnosis model ·...

e entrepreneur vs entrepreneur

product development - from idea to reality - vye leader talk

entrepreneur diagnosis model - dbd.go.th · entrepreneur...

entrepreneur business entrepreneur social entrepreneur...

saskatchewan immigrant nominee program - entrepreneur...

auto entrepreneur

entrepreneur media kit - 2017 › media ›...

entrepreneur in vietnam

entrepreneur interview entrepreneur: jo-ann ko by: morgan...

filedn.com€¦ · vietnam marble» vietnam granite ....