Course name: COMM2383 – Asian Cybercultures Name: Ta Thi Minh Huong – s3480712 Vo Thi Diem Trang – s3480032 Pham Mai Ngan – s3342290 Lecturer: Brian McCauley Assignment 3: Social media marketing Due day: 10/1/2015 Word count: 3,213 RMIT electronic submission of work for assessment: I declare that in submitting all work for this assessment I have read, understood and agree to the content and expectations of the Assessment declaration. Maple Healthcare SOCIAL MEDIA MARKETING
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SOCIAL MEDIA
MARKETING
Course name: COMM2383 – Asian Cybercultures
Name:
Ta Thi Minh Huong – s3480712
Vo Thi Diem Trang – s3480032
Pham Mai Ngan – s3342290
Lecturer: Brian McCauley
Assignment 3: Social media marketing
Due day: 10/1/2015
Word count: 3,213
RMIT electronic submission of work for assessment: I declare that in submitting all
work for this assessment I have read, understood and agree to the content and
expectations of the Assessment declaration.
Maple Healthcare
SOCIAL MEDIA
MARKETING
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 1
BACKGROUND INFORMATION
Maple Health Care is a premium clinic which offers high quality technologies and well trained doctors.
However, Maple Health Care has a low brand awareness due to a competitive situation. It is hard for
Maple to differentiate itself from diverse credible, reputable local as well as international dental and skin
care clinics.
Nevertheless, Maple Health Care still can expand its brand awareness based on its chiropractic service.
Firstly, Maple Health Care locates in Phu My Hung, a very potential market for chiropractic because it is
the leader market in this area. Secondly, by building good image from chiropractic, Maple Health Care
can leverage dental and skincare service after that. Due to a limit budget, a very effective way is to
promote chiropractic through social media. The problem is that current usage of Maple Health Care’s
Facebook page is not effective featuring the low interaction between customers and brand. Thus, Maple
Health Care needs social media marketing strategy to improve the performance of their Facebook page.
CURRENT FACEBOOK SITUATION
CURRENT USAGE OF FACEBOOK
● There are two sites of Maple Healthcare on Facebook, “Maple Health Care” - a personal page
and “Maple Healthcare Chiropractic Dental and Skin Care Vietnam)” - official Facebook page of
Maple Healthcare. Thus, this creates a confusion among the customers. Moreover, the Facebook
page’s name is in English, which is very hard for Vietnamese to understand and search for,
especially the term ‘Chiropractic’.
● The brand has high-quality and properly formatted banner and profile images.
● Images and content posted has low quality and not appropriate with the brand values and
missions, which is a high-end, professional and high quality clinic (See Figure 1)
● The brand has a weak presence on Facebook (only 1,000 likes), while ACC, their main competitor
in chiropractic industry has up to 19,000 likes on Facebook.
CURRENT SITUATION ANALYSIS
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 2
● The brand is currently posting an average of 7 times per week, offering a mix of 3 contents
(chiropractic, dental and skin care) in customer photos, event promotions, educational posts,
industry news. The frequency of post is good, but the content need to be more concise and
engaging to the customers.
CURRENT FACEBOOK ENGAGEMENT
● In the recent month, due to frequently post and use promotion on Facebook, Maple Healthcare
Facebook page has:
- More organic likes along with paid likes
- Increased in the Page reach (more than 3,000 reach)
- Increased in Post reach (by 303%)
● Engagement has increased.
● The most engaged post is an educational post providing useful information to solve common
problems among Vietnamese (numbness in legs and arms). (Maple Healthcare 2015)
KEY OPPORTUNITIES
● Public hospitals are crowded and overloaded due to the increasing of population. Furthermore,
they are lacking advanced infrastructure and technology (Solidiance 2015). These limitations
open the door to private healthcare providers such as Maple Healthcare clinic as they provide
high quality, modern technology and machines.
KEY CHALLENGES/ OPPORTUNITIES
Figure 1. Designed image is not appropriate with a professional
and high-end brand
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 3
● Internet becomes the main source for Vietnamese who seek for health information (Cimigo
2015a). Some of the internet platforms Vietnamese searching health information are online
newspaper, forum, social networking site, search engine. While Facebook is the most popular
social networking site in Vietnam, it is an advantage of clinics like Maple Healthcare to advertise
and attract new customers through Facebook.
KEY CUSTOMERS CHALLENGES
● As the messages are more clutter and complicated, people tend not to believe at the first time
they expose to. Once they have paid the attention, they are likely to search more information to
reinforce their understanding and ensure the information. (Cimigo 2015b)
● As Maple healthcare is the high-price services with high price, post-purchase dissonance could
happen anytime (Hunsinger 2011). Therefore, our operation team (doctors and nurses at the
clinic) should also work as we do promise.
● Urban and upper-income residents are more willing to spend their money in health care services,
as long as it is worthy. This is because health is one of the top 3 concerns in their lives (Cimigo
2015a)
● People often access to healthcare information by friends, parents and other doctor’s introduction
are seen as the most credible sources (Q&me 2015)
● Importance when choosing a hospital (Nguyen 2014):
▪ The ability of doctors to treat their needs.
▪ Latest facilities
Thus, to convince customers to use the service, it is important to showcase the reliable of doctors
and the modern and efficient of facilities.
KEY PROBLEM ANALYSIS
● Although the total page like has growth 20%, the engagement rate is low (4%). The Engagement
Rate is calculated by taking the total PTAT (people talking about this) and divide by the total
number of likes. Survey from Likealyzer (2015) has shown that in order to reach success on
Facebook Maple Healthcare page should have an engagement rate greater than 7%.
● Moreover, the page lack of questions raised. There are two major advantages to pose questions
to fans. It activates fans leading to greater visibility for the Page and at the same time providing
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 4
Maple Healthcare with answers to questions that may be crucial for the clinic's sales and
marketing.
● Increase people’s awareness and engagement with chiropractic - a new treatment way and the
main image of the clinic as well
● Generate credible sharing from patient’s referral about Maple Healthcare Clinic as a high quality
services for healthcare industry.
● Foster customer loyalty by indicating Maple Healthcare as a trustworthy center for a long term
partnership
● Provide customers with engaging experience on Facebook
● Achieve 80 – 120 new clients each month
● Leverage better skin-care and dental services.
GOALS
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 5
AUDIENCE PROFILE
● We tend to target diverse group of people that have health problems related to our chiropractic
services. They have middle and high income, who are willing to pay high price to achieve good
service quality. Their online behaviors are frequently reading news, chatting and visiting social
networking for updated information (Cimigo 2015a)
● The most important insight is 80% Vietnamese don’t see doctors when they get hurt (Q&me
2015).. They tend to relax in bed, eat good food or doing exercise to improve the situation. This
is because they do not realize the seriousness of the symptoms
ADVERTISING CONCEPT
- Understanding that the Vietnamese tend not to see the doctor unless the symptoms become more
serious. Our advertising concept is to emphasize the important of professional treatments when
people get hurt. It is because: “Your health is your family’s wealth”.
- Maple Healthcare helps you to improve health, which is closely connected to your family’s wealth.
CONNECTION TO THE BRAND IDENTITY
- Maple Healthcare brand image is premium, trustworthy, high profile and high standard quality
Chiropractor
- Maple healthcare’s key message: Health is wealth
PROPOSITION:
Based on different target audience, we will have different important messages, which all messages will
reinforce the key message.
STRATEGIC MARKETING PLAN
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 6
OVERALL STRATEGY
Many of customers get hurt but do not have a professional treatment leading to dangerous
consequences. We want to make people seriously aware of bone & joint-related problems. Our strategy
is to expand chiropractic awareness among diverse types of customers. We want to generate
conversation and create engaging experience that match with customer's’ needs. By doing so, we
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 7
aims at creating brand awareness and building customers relationship for Maple Healthcare before
gaining sale.
POSTING FREQUENCY
For maximum brand exposure, posting frequency will be set at 2 times per day, 7 days per week. The
golden time for posting should base on Facebook Page Insights (click ‘Posts’ then ‘When Your Fans Are
Online’). The common golden time is 11am, 3pm and 8pm (It can be adjusted to Facebook Insights)
POSTING STRATEGY
80/20 strategy: We will have 80% of content is non-branded and aims to generate conversation and
20% of branded content aims to enhance brand presence.
According to Hines (2015), the traditional formula for audience engagement on social media is 80/20.
This means eighty percent of our content is for our audience, for their interests and desires; other twenty
percent will be used to promote our business in terms of sales, marketing, self-promotion, for instance.
This is because audiences are often looking for the beneficial content, which makes content marketing
is more important to be the central of a whole strategy (Hemley 2013). Thus, cutting through the clutter
and try to provide the prospect with valuable information they are look for will encourage audiences’
participation and share their relevant ideas to our niche.
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 8
GENERATING CONVERSATION VIA NON-BRANDED CONTENT
TARGET 1: WOMEN (WIFE)
1. Generating sharing content “Have you cared your man today?”
Men often against going to the hospital rather than women. They believe "Men are invincible”, who
supposed to be strong, tough, resilient and hard workers. Thus, they consider that going to the hospital
is a signal of weakness. In order to get people involved in our conversations in the very first step, we
would raise a topic that men are not invincible and they are likely to get pains. Therefore, they need to
have professional treatment like chiropractic when they get hurt. However, research shows that
dissonance happened when people face a situation where the delivered health message is in conflict
with their current belief and attitude. Cognitive Dissonance refers to an uncomfortable stage when
individual holds conflicting opinions (Severin & Tankard 2010). These contradictory opinions in
audience’s mind lead to selective exposure and make audiences refuse to receive message from brand.
Understanding that it is hard to convey the messages about chiropractic directly to men, we find another
way to approach the target customers.
While men often make the purchase decisions with regards to home maintenance, women are usually
responsible for the caring the family’s health. In addition, women are generally more health conscious
than men. Hence, women play an important role in encouraging their men to take the right actions towards
health problems. Harnessing women is an effective way to change their men’s perception towards health
and especially chiropractic treatment.
2. Photos sharing contest “Men in my family”
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 9
Contest is an effective tool for building fan base as well as deepen the relationship between the
brand and its target customer. A user-generated content (UGC) promotion such as a photo or
video contest is a great way to do just that (Pickering 2011). UGC contest tap encouraged
customers to produce their own contents on brand communication channels, which definitely
helps the brand to create interaction. Most importantly, when customers upload their personal
content, they are naturally invest to the brand.
3. Re-sharing Fan Content
- Good photo & sharing of the week will be shared on Maple Healthcare Facebook page
Sharing fan content is an effective way to build customers relationship with brand.
4. Give-away
In order to get referral from our Facebook fans, we would have a give-away activity. We will ask the
audiences to tag 3 of their Facebook friends and invite them to like the page and comment a number.
Then, Maple Healthcare will choose 10 lucky number to give free voucher from Maple Healthcare.
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 10
The purpose of this give away is to get referral from current fans. By tagging other friends, the
page engagement will be improved. The most important thing is the page is likely to get more
likes from these referral.
5. Tips
Tips are effective way to get customers engagement. The reason is that customers get benefit from these
informative information; therefore, they more willing to share, comment and like the post. Taking
advantage of this insights, we will post tips relate to how to keep bone and spine healthy / How to take
care your men’s health.
Headline: 10 ways to keep your bones health
1. Exercise REGULARLY
2. Keep Moving
3. Keep a Balanced Diet
4. Smoking and Drinking
5. More milk and Cheese
6. Drink Supplements
7. Consult Your Doctor
8. Reduce Cola Consumption
9. Check Your Weight
10. Pass on Salt Please!
Tips is shown as the most effective way to get customers engagement. The reason is that
customers get benefit from these informative information. Therefore, they more willing to share,
comment and like the post.
TARGET 2: SPORT-ORIENTED TARGET
Sport-oriented men would love to pay more attention about sport activities as well as problems related.
Therefore, we tend to have content about bones and joints problem when playing sports every week.
Some news about sports injuries will be updated, which relate to popular sports among target audiences