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YouNet Media’s social listening: SOCIAL LISTENING & MARKET INTELLIGENCE

Nguyen Hai Trieu / CEO

[email protected]

0913-674-095

About us

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With SocialHeat, the only true real-time and comprehensive SOCIAL MEDIA LISTENING platform specialized in Vietnamese

analytics and scalable to new languages & countries, YouNet Media helps Brands, Agencies and Organizations to get instant

Brand health, Marketing effectiveness, Consumer insight & Social audience targeting solution to win brand love and boost

sales.

Our social media monitoring & market insight help brands in their full life cycle:

Strategic  Planning  

Brand  insights  

Campaign  op5miza5on  

Social  audience  

engagement  

Category  &  Consumers  insight  

Brand  Tracking  

Campaign  performance  tracking  

Social  Audience  Targe5ng  

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Search Database

Online  News  

Forums,  Blogs  

Facebook,  Youtube,  

G+  

Sen5ment  Ra5ng  

Analy5cs  

Noise  filter  

(1)  Real5me  listening     (2)  Analy5cs  &  Sen5ment  Automa5on   (3)  Auto  dashboard  &  manual  researches  

INSIGHTS  Social  trends  

Brand  /  reputa5on  Industry  insight  

Products  feedback  Consumers  insight  

Marke5ng  Measurement  

Trends  research/report  

Social listening works in 3 steps: conversations collection – automatic sentiment & analytics – report & reseach

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î  Collect in real-time 150 millions discussions every month from Vietnam’s Social Media channels (facebook, forums, youtube, blogs…) & online NEWS

î  Report instantly actionable metrics:

ü  Social buzz (30 mins for major channels, 1-hour for all)

ü  Audience demographics & geographics

ü  Share of Voice (owned, earned & paid) by channels

ü  Automatic sentiment rating (by natural language processing technology)

ü  Identify top conversations & sources (by volume & user engagement)

ü  Competitors comparision analysis

î  Get instant email/sms alerts for crisis prevention

î  Powerful search/filter options & intuitive User Interface.

Advanced technology ensures DATA sufficiency & REAL-TIME monitoring.

960K Facebook fanpages & groups 23M Facebook profiles 1000 Online news, forums, review sites, e-commerces, Q&A and boomarking

What is SocialHeat?

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It’s the only Vietnamese auto-sentiment Social Media listening & analytics platform … and beyond that!

Not like other popular social listening tool, SocialHeat collects not just people’s DISCUSSIONS… … but also their PROFILES & ACTIVITIES

Demoraphics (gender…) Geographics (city, tier) Brand sentiment, category relevancy… Interests & preferences

Check-ins (Locations)

23 millions Vietnamese active FB profiles

Discussions & news

How we differentiate from others?

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SocialHeat is the new generation of Social Media Listening, by far better than other local & regional tools for VIETNAM social media as

it is developed by 15-year Internet Technology & Language Processing experts.

Cover the BIGGEST social media sources in Vietnam 1

Realtime & Automatic Sentiment Rating 2

ü  960,000 FB pages & groups (Vietnam) ü  9.7 milliion Facebook pages (Global) ü  Youtube’s brands, media, KOL channels ü  1,000 news, forums, blogs, reviews, e-

commerce sites

Larger data source à Better Insight

Real-time update: 15-30 minutes The only Social Listening with Vietnamese auto-sentiment rating (85% accuracy) + Human verification to ensure 95% final accuracy.

The best in: 1.  CRISIS detection & prevention

2.  SEEDING management

How we differentiate from others?

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SocialHeat is the new generation of Social Media Listening, by far better than other local & regional tools for VIETNAM social media.

Auto dashboard report on all buzz (not sampling) 3

Social & community channels insight 4

Automatic comprehensive dashboard on ALL BASE (not by 5% sampling):

1.  Automatic brand & product attribute TAGS

2.  Buzz, Share of Voice, Sentiment

3.  Channels, Media type, Campaigns, Authors,…

Fast, comprehensive & accurate insight

Collections of Facebook & Forums pages, groups, KOLs based on not only active fans but AVERAGE RESPONSE RATE

Better SEEDING & VIRAL plan.

Field experience…

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Our social media analyst & research team are experienced in Brand, Campaign monitoring, research and social

audience targeting for varied categories, with global & top local brands.

handphone Milk

Airlines Banking & finance Education

Baby Care Coffee Coffee Chain

Motobikes Pharma

Beverage E-commerce And more…

Customers list will be shared in meeting

Trusted service by trusted people

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We service our clients by Technology & Marketing veterans and highly qualified research experts.

Nguyen Hai Trieu CEO / co-founder

17 years in Internet & marketing business

MBA (Hawaii, USA) MS of Computer Science (HUT)

Former co-founder, CEO/COO of

Internet marketing, search engine, social networks.

Quan Thanh Tho R&D Director

PhD. Computer Science (Nanyang Technological University, Singapore) Head of Computer Engineering Department,

University of Technology, HCMC

Expert in Natural Language Processing research & development

Bachelor of Business (Finland) 4-year Research expert

(Acorn, OgilvyOne)

Thai Thuy Nga Research Team Leader

FTU Bachelor 4-year Social Media Marketing & Analysis

Mai Cam Linh Social Media Team Leader

Category  &  Consumers  Research  

Brand  Tracking  

Campaign  performance  tracking  

Social  Audience  Targe5ng  

How we help brands & agencies?

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By listening and analyzing online audience discussions & online news, we help brands, enterprises and agencies develop

marketing strategy, always-on brand tracking, measure campaign effectiveness and monitor realtime performance.

Refer to our Social Listening credentials for details about 4 services.

Social Media Research: Category competitive analysis & consumers insights. Best fit for:

1)  New business launch 2)  Marketing strategic planning

Always-on Brand Tracking 1)  Crisis prevention 2)  Periodical Brand audit report

Target social users by Behaviors, Interests, Activities…

Track and measure campaign effectiveness & brand resonance. Recommend Contents & Channels.

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(1) Category & Consumer Insight

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Strategic  Planning  

Brand  Tracking  

Campaign  op5miza5on  

Social  Audience  

Engagement  

Brands performance & competitive insight

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With our category & consumer insight report, Brands & Agencies understand current Brands performance, Consumer decision

journey & behaviors, relevant digital channels for Communication Objectives & Strategic Planning.

Brand health

Share of Voice Owned vs Earned Media

Brand positive/negative perception Brands performance

68%   69.0%   60.0%   75.0%  

18%   28.0%  15.0%  

12.0%  

13.7%   3.0%  25.0%   13.0%  

0%  

20%  

40%  

60%  

80%  

100%  

AVG   Brand   Compe5tor  A   Compe5tor  B  

Neutral   Posi5ve   Nega5ve  10.0%  

10.0%  

20.0%  

25.0%  

35.0%  

0.0%   10.0%   20.0%   30.0%   40.0%  

Others  

product  availability  

Price  value  

Brand  origin  

Product  quality  

And more..

Consumer decision journey & digital channels

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Understand how consumers prefer and make purchase decision & relevant channels

Channels which best trigger AWARENESS?

Ads, WOM, Communities, Social, Review, Search…

Factors which drive the best

purchase intent?

self need, product, brand, event…

Most discussed & engaging sources?

social fanpages, groups, forums, reviews, blogs, videos…  

Most interested topics

brand, product, promo, event, questions  

Major purchase drivers?

(brand trust, product quality, customer service, post-purchase value…)  

Major NEGATIVE product experience?

(product quality, services, post-use

effect,…)  Major POSITIVE product experience?

Potential BRAND ADVOCACY?

(2) Brand Tracking

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Strategic  Planning  

Brand  Tracking  

Campaign  op5miza5on  

Social  Audience  

Engagement  

Real-time reputation tracking with SocialHeat

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24/7 instant access to SocialHeat for Brand health check & crisis alert via email or SMS. Brand sentiment is automatically rated with

85% accuracy by our unique Vietnamese sentiment engine (and verified by moderators to ensure 95% accuracy).

5%  

15%  

10%  

12%  

8%  

30%  

35%  

5%  

50%  

45%  

17%  

15%  

0%   20%   40%   60%   80%   100%  

Personal  Financial  Package  

Corporate  Financial  package  

Customer  Service  

Banking  fees  

Internet  Banking  Service  

ATM  &  office  conveniency  

Neutral   Nega5ve   Posi5ve  

Real-time issue & crisis alerts

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Idenftify NEGATIVE discussions or from INFLUENTIAL SOURCES.

Send instant alert to brand team by EMAIL or SMS.

Crisis Alert

Real-time crisis & issue alert to BRAND TEAM: ü  Serious Negative discussions or news

ü  Negative articles which have HIGH reach of users or engagement (comments, replies)

ü  Negative issues comes from HIGH influence sources & people.

ALERT setup

Crisis management workflow (by YouNet Media & Brand team)

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Not only tracking, we offer 1st-level of online reputation management with seeding to neutralize negative discussions.

Setup SocialHeat

Daily tracking Monitor & report

Weekly snapshot (a)  Brand health & strength (b)  Highlight of negatives

Monthly report

(a)  Brand health & strength (b)  Buzz of voices about brand (c)  Promoting/demoting factors (d)  Resolutions/recommendations

Crisis?  

Neutralize negative comments (SEEDING)

Alert to BRAND (with details)

Find resolutions with brand

ü  Hourly monitoring ü  Neutralize negative

discussions

No

Yes

(1)

(2)

(3)

(4)

Periodical brand audit report

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ORM – online reputation management – is applicable for all levels of tracking: Corporate, Brand & Products . Audit report is available by DAILY – WEEKY – MONTHLY and QUARTERLY basis.

Daily report: Summary email format

Daily email summary from SocialHeat: ü  Summary ü  Top sources ü  Top discussions on each channel ü  Negative discussions ü  Videos

Daily report: full format

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Option 2: full daily report with trends

ü  Share of Voice

ü  Buzz trend: last 7 days (total buzz & in each channel)

ü  Sentiment trend (brand & competitors)

ü  Most popular brand perception matters (positve, negative, neutral)

ü  Top popular news/discussions

ü  List of mentions about brands & competitors

Brand sentiment

Brand buzz Share of Voice

Monthly & quarterly brand audit

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Weekly, monthly and quarterly brand audit will expose more insight about brand equity, perception, sentiment and buzz drivers,…

BRAND 1.  Share of Voice: All – Owned & Earned Media

2.  Buzz volume trend: All, by platforms, by channels, by media (owned & earned). What are major buzz drivers?

3.  Brand sentiment:

a)  Brand score & trend by periods

b)  Sentiment rate & volume by periods

c)  Competitive comparison: to competitors & Industry benchmark (AVG)

4.  Brand attributes & perceptions:

a)  Top weighted positive drivers

b)  Top weighted negative drivers

SOURCES PEOPLE & TOPICS

1.  Top sources & channels (volume & engagement rate)

2.  Top audience demographic & locations

3.  Top popular topics:

a)  In buzz volume (mentions)

b)  In engagement rate

4.  Verbatims of most popular positive & negative discussions

Recommendations of:

1.  Brand sentiment: how to improve brand positive discussions (which are the most interested positive topics about the brand & category)

2.  Crisis prevention: which topics, channels, sources to take more care of.

3.  Which channels are more relevant for management (monitor, seeding…)

RECOS

Note: contact us for sample brand audit report

(3) Campaign tracking

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Strategic  Planning  

Brand  Tracking  Campaign  

op5miza5on  

Social  Audience  

Engagement  

Campaign tracking objectives

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Digital campaigns should be monitored and measured regularly to ensure the campaign OBJECTIVES & PLAN are being executed

efficiently BEFORE, DURING and AFTER the campaign: Brand communication (brand essence, brand positioning & perception), Buzz

& Engagement volume, Brand sentiment, Media and channel performance, KOLs performance, Content effectiveness, Activities

effectiveness…

Start   Complete  Channels – KOLs - contents – activities

Campaign objectives (brand essence, positioning) Post campaign

Audit & recommendations Audit & recos Post-campaign effects

Monitor to discover NEGATIVE issues about brand, campaign, TVC, content… to prevent brand damage

Campaign audit report

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Audit and recommend changes to the campaign execution (channels, contents, social media management process). Below are the standard insights.

BRAND 1.  Buzz volume trend: All, by platforms,

by channels, by media (owned & earned).

a)  What are major buzz drivers?

b)  How much buzz contributed to the brand buzz.

2.  BRAND PLACEMENT: % and volume of brand impression in total campaign buzz

3.  Campaign sentiment: how campaign bring Positive buzz for the brand.

4.  BRAND RESONANCE: How the campaign resonance to the brand essence, positioning, perception…

SOURCES PEOPLE & TOPICS

1.  Top sources & channels (volume & engagement rate)

2.  KOLs & audience engagement score.

3.  Top popular topics & posts:

a)  In buzz volume (mentions)

b)  In engagement rate

4.  Verbatims of most popular positive & negative discussions

Recommendations of:

1.  Content: best type, angles, publish time, channels…

2.  Channels: best to take care, best for seeding

3.  KOLs

4.  Social media management: better seeding…

RECOS

Note: contact us for sample campaign audit report

(4) Social Audience Targeting

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Strategic  Planning  

Brand  insights  

Campaign  op5miza5on  

Social  audience  

engagement  

What is social audience targeting?

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With social profile analytic technologies, we can have BRANDS and AGENCIES to identify specific Target Group of Social Users

(Facebook, Google+) based on their behaviors and preference: Have interest about a category of products, have recent actions

(check-ins, join events…). Follow and convert those users to become fans and then customers.

TARGETING OPTIONS: ü  Interests:

Ø  By categories (smartphone, babycare, milk,motobicycle…)

Ø  By Hobbies & Activities (beer, coffee, football, game,..)

ü  Gender & locations ü  Recent behaviors: checked in beer

clubs, coffee shops, events,…

Select target users

Acquire Profiles Engage Measure Convert

COMMUNICATE: ü  Facebook Ads: send personalized

message (posts, ads) to groups of users with the same behaviors and interest by using Custom Audience (FB ID)

ü  Reply to their discussion directly on SocialHeat tool.

MEASURE & CONVERT: Have comprehensive view of the targeted audience in: 1.  % of existing customers, fans and

non-customers 2.  Movement of non-customers to

customers or fans by time period 3.  Filter and action separatedly on

each groups (fans, non-fan, anti-fan) based on sentiment & usage feedback.

Why monitoring & research on Social Audience?

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Vietnam Digital & Social landscape

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Since 2013, Vietnam Social Media grew rapidly. The voice of consumers and news media become greatly influential which brings both opportunities & risks to brands & enterprises.

Facebook Vietnam Annual growth

3.6  8.5  

20  25  

0  

5  

10  

15  

20  

25  

30  

2011   2012   2013   2014  

Millions  

70%  

31%  

Social Media Penetration

37M internet users (2014)

25M Facebook Users (2014) 70% Social Users above Internet population

Vietnam Digital & Social landscape

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Vietnam’s social users bases & penetration (2014)

29%  

10%  61%  

Facebook  

Other  internet  channels  

Non-­‐internet  users  

29% Social penentration above total Vietnam Population Vietnam Internet Users demographics

Social Network is the key channel

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Social Networks become the dominant (#1) channel with most time-spending of Netizens.

Source: Comscore (Mar 2013)

Facebook Vietnam is the dominant platform

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Source: SocialHeat, Comscore

Vietnamese public fan PAGES ~ 650,000

Vietnamese open GROUPS ~ 300,000

~3M – 4M

Vietnamese user profiles 20M ~ 5M – 10M

Of online conversations relate to products or services (global)

26%

Facebook Vietnam is the dominant social media with huge impact on brand reputation

Largest  Facebook  Sources  in  Vietnam:  

 Only  available  in  

SocialHeat  

Why listen to netizens: consumers new purchasing process

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(1) Initial Set

(2) add/subtract new brands while evaluating

(3) Utimately choose a brand at shop

(4) Build expectation based on experience to inform the next decision journey

Source: McKinsey

listen, measure, engage in real-time

Social Listening tap into users’ active conversations in step 2 and 4 of the process to understand consumers’ insights toward any brands & identities.

The most innovative cloud-based Social Listening & Analytics Platform in Vietnamese

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Create new tracking yourself easily

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Simple 1-step new tracking creation by yourself (or by our team) for any topics: brand, category, consumers behavior…

o  Preview live information before accepting

o  Flexible keyword definition (no limit

of keywords)

Real-time comprehensive dashboard

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Metrics are analyzed automatically in real-time basis and possible to drill down to discussions/mentions level.

Intuitive & real-time update dashboard Metrics navigation 1.  Dashboard:

²  Buzz volume & trend

²  Buzz by platforms

²  Reach (views)

²  Sentiment & trend

²  Sentiment by platform

²  Brand & product attributes

²  Top source with sentiment

2.  Media & tags: ²  Owned, Earned & Paid

²  Buzz by tags (activities, topics)

3.  Audience ²  Audience volume & trend

²  Top users (volume & engagement)

²  Demographics, geographics 4.  Sources & threads:

²  Top sources, top threads

²  Influential sources

5.  Mentions list

Real-time metrics dashboard

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Metrics are analyzed automatically in real-time basis and possible to drill down to discussions/mentions level.

Buzz by channels, share of voice Automatic brand sentiment score/trend & by channels

Real-time metrics dashboard

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Metrics are analyzed automatically in real-time basis and possible to drill down to discussions/mentions level.

Automatic sentiment to specific sources Top influencing sources & users

Auto-rating product & brand attributes

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Measure & highlight what brand’s attributes are most discussed by consumers, automatically rated by our attributes discover and tagging engine

Auto analysis of Owned – Earned – Paid Media

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By setting owned and paid media into the tracking, all buzz and contribution (%) by media are automatically calculated by selected period. TAGS are used to identify Consumers Purchase Decision Journey and Buzz contribution to the total brand buzz.

Audience analytics

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SocialHeat is the only Vietnamese Social Listening Platform which collect and analyze User Profiles (demographics, geographics) to give comprehensive & powerful filter & research tool

Explore all discussions in details

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Drill down, search and filter any type of topics, by any platforms and see SENTIMENT score of each threads.

Reply directly from SocialHeat

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Use single dashboard and reply to users in FORUMS, Facebook and other social networks directly.

Top discussions

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Top threads with the most response (comments + shares) or include likes. To NEGATIVE threads with the most of NEGATIVE comments.

Compare any brands

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Compare brands/topics by buzz volume, Trendline, Sentiment, Channels,…

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To get more demonstration & sample insights & analyses, contact us:

Mr. Nguyen Hai Trieu / CEO

M: 0913674095

E: [email protected]

Contact us for more information

[email protected]

0913-674-095 www.younetmedia.com

Follow what’s hot & trendy on Facebook: www.toponsocial.com

Nguyen Hai Trieu / CEO

Facebook.com/younetmedia