2. 1. A. WHAT IS SOCIAL MEDIA?
SOCIAL MEDIA
refers 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 that
build 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
3. 1. B. VIETNAM SOCIAL MEDIA LANDSCAPE
INTERNET PENETRATION IN VIETNAM
SHIFT IN MEDIA USAGE FROM 2012-2013
TURN 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)
4. 1. B. VIETNAM SOCIAL MEDIA LANDSCAPE
SOCIAL MEDIA GROWS FAST IN VIETNAM
38%
of Vietnamese
population “go
social”
15-24
years 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)
5. 1. B. VIETNAM SOCIAL MEDIA LANDSCAPE
SOCIAL MEDIA USE
Facebook is the dominant social network in Vietnam
with 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%20.000.000
Vietnam has
Gain
major
shares
from
(Source: We are social 2014)
(Source: Comscore, June 2013)
6. 2. SOCIAL CAMPAIGN ANALYSATION: ĐẠI HỘI CHÉM GIÓ
IDEA
Creating 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 by
audience 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.
CHALLENGE
Poca had just launch a new SKU – Poca Twisties and need a specific campaign to
attract the youngster, highlight the story of “gossip around a snack” to differentiate
Poca Twisties with other snack on the market.
7. Facebook fanpage
Reach 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.
Website
http://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.
Youtube
1563 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
