Social Media For Sale

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

[email protected]