Transcript
Zing - Social Network Conference - Aug2011
Social Media for
Nguyễn Thành Long - VP of ePi Tech Inc. - http://baomoi.com
3 minutes for Baomoi.com
Source : Burson-Marsteller (Young & Rubicam/WPP) - Aug2011
web wap application tablet
700.000 visits/day
120.000 visits/day
1M++ downloaded
~5000 visits/day
They tried, they failed and ...
6th Innovative Companies(2008)
Apple
GoogleToyota Motor
General ElectricMicrosoft
3MWalt Disney
IBMSony
"Who said this is media? Media is something you can buy and sell. Media contains inventory. Media contains blank spaces. Consumers weren't trying to generate media. They were trying to talk to somebody. So it just seems a bit arrogant. ... We hijack their own conversations, their own thoughts and feelings, and try to monetize it."
Ted McConnellDigital Guru of P&G, 11/2008
arrogant!!!
“ ... But I'm not so sure I want to be targeted like that.“
Src : Mashable - The History Of Advertising On Facebook
While he appreciates the power of targeting afforded by Facebook, it also makes him uncomfortable.
He use Facebook to find a 22- to 27-year-old female P&G employee living in Cincinnati "who likes sex and Cocoa Puffs ... And he found such a person.
“So the targeting is fantastic, you can do really amazing things. But I'm not so sure I want to be targeted like that.“
Real Beauty Campaign
Src : Blog Of Jezebel (http://goo.gl/MIzaS)
flawless skin, no scars, not too curvy, not too athletic...
... they tried it again ...
6/2011
8/2011
Vietnam - 2010
23 years on Super Bowl
20.000.000 USDHealth
Art & CultureFood & Shelter
The planetNeighborhoods
Education
Refresh Everythinghttp://www.refresheverything.com/
2010
Social Media : What + Why?
Am I still the one?NO!!! NO!!!
NO!!!
Consumers are changing their media consumption behaviors
~60% American are watching TV and using the Internet
on a PC simultaneously at least once per month at home (Nielsen)
Src : Baomoi Mobile (WAP) - Google Analytics
11-13h,20-22h are the rush-hours of Baomoi
Mobile (WAP)’s users
Src : Baomoi Mobile Application (http://baomoi.mobi) - Felix Studios
11-13h,19-22h are the rush-hours of Baomoi
Mobile (Application)’s users
18/8/2011(mid-week)
Src : Baomoi Mobile Application (http://baomoi.mobi) - Felix Studios
11-13h,19-22h are the rush-hours of Baomoi
Mobile (Application)’s users
21/8/2011(weekend)
11-13h,19-22h are the rush-hours of Baomoi
Mobile’s users
Is it the Golden Hours for TVC in Vietnam?
Src : Mashable + Kantar Vietnam + VNNIC + Cimigo
750 millionNumber of Facebook users
70% small business ownersusing Facebook for marketing, compared
to 66% who use Google
11% Facebook fanswould buy something that was only
offered to them
10.000Number of Youtube brand partners
41%Vietnam’s netizens access SNS (2010)
55%Vietnam’s netizens access SNS (2011)
33%Users per capita
19%Vietnam’s SNS users
use ......................
Src : Nielsen - 2011
96%
So, what is Social Media?
Social NetworkFacebook, LinkedIn, Go, Ban Be...
BlogY!360, Wordpress,
Yume...
WikisWikipedia (200.000++ articles in
Vietnamese), VLoS...
ForumVn-Zoom, Tinhte, DDTH, Webtretho...
Content CommunityFlickr, Youtube, Digg, Anhso, Clip.vn, Linkhay...
Micro-bloggingTwitter, Mimo...
5 Characteristics of Social Media
1.Participation
contribute + feedback
blur the border between
media & audience
2.Openness
Content is everyone’s property
3.Conversation
Social Media : two-way conversation
Traditional : one-way broadcast
4.Community
easier to form a community
Communicated effectively
5.Connectedness
Different device, different experience
LOTTE - JAPAN “FIT” DANCE CONTEST
Campaign URL : http://lotte-fits.jpSocial Media Channel : Date : March 2009Duration : 3 monthsPrize : 10000 USD
Src : http://www.youtube.com/watch?v=WGkceCjHTSc
TVC + Star (+Youtube)
http://www.youtube.com/watch?v=mYzLcVZC8k4
User Generated Content (UGC)
Src : http://www.youtube.com/watch?v=y8OePF9nkcI
User Generated Content (UGC)
110M++ people
55M++ views
3000 clips
Some clips had 2M++ views
1.Participation
2.Openness
3.Conversation
4.Community
5.Connectedness
Social Media : How?
1.Two-ways conversation
Src : Gapingvoid
Only one promoted tweet will be displayed on the Search
Result Page
Promoted tweet will
disappear if user
don’t interact with it
2.Content + Community
POEM = Paid/Owned/Earned Media
POEM = Paid/Owned/Earned Media
The Content Grid (ELOQUA +Jess3)
3.SEO + SMO
4.Framework
User Content
Brand Brand relationshipBrand Evangelist
AIDA
Src : Razorfish
5.Monitoring Tools
Web Analytics Tools : Google Analytics, Woopra, Alexa...
Social Monitoring Tools : SocialMention, ePiORM, Boomerang...
http://baomoi.com/Tag/[Brand_Name].epi
OralB - Summer 2011
Dell Outlet
Campaign URL : http://www.twitter.com/DellOutletSocial Media Channel : Date : 2007Duration : till now
1.5M followers
3M++ revenue
DELL HELLJeff Jarvis
6/2005
+ 4 years @home warranty
DELL HELLJeff Jarvis
+
#dellhell Buzzmachine.com
DELL HELLJeff Jarvis
Well, my #dellhell continues...
email : don’t replyblog : don’t read
silence is my friend...
DELL HELLJeff Jarvis
get back money and scars with
#dellhell
ACSI (American Customer
Satisfaction Index) score dropped five points in one year
1.5M followers
3M++ revenue
33 corporate accounts8 forums12 blogs
22 Facebook groups
Social Media : Who
SME
10% revenuefrom Facebook (isn’t the top referrer but has the best
conversion rate)
also building community and gaining ‘profits’ from Zing Me, Twitter ...
Enterprise
7 staffsFacebook + Flickr +
Youtube + Renren + Sina
2M RM (~660.000 USD)for traditional advertising
~1M tickets sold
Non-profit
F&F
Social Media : When + Where
"Who said this is media? Media is something you can buy and sell. Media contains inventory. Media contains blank spaces. Consumers weren't trying to generate media. They were t ry ing to ta lk to somebody. So it just seems a bit arrogant. ... We hijack their own conversations, their own thoughts and feelings, and try to monetize it."
Ted McConnellDigital Guru of P&G, 11/2008
Social Media
Participation
OpennessConversation
Community Connected
Social Media
2-ways Conversation
Content + CommunityMonitoring Tools
SMO + SEO Framework
Thank you!
http://baomoi.comhttp://buzz.tl
epi_longo
long@epi.com.vn
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