SOCIAL MEDIA
Contents
Overview
Case Study
Definition, Characteristics & Types
Vietnam social media landscape
Overview
Definition
Social media is an interactive platform where content is created, distributed and shared by individuals on the web
One of the most powerful sources for news updates, online collaboration, networking, viral marketing & entertainment.
Allow users to create & exchange user-generated content where people talk, share information, participate & network through technologies such as blogs & social networking sites.
Provide a rich user experience, dynamic content, scalability, openness & collective intelligence.
Overview
Characteristics
Types
Social networks (Facebook, LinkedIn, MySpace)
Web blogs & microblogs (WordPress, Tumblr, Twitter)
Content communities (YouTube, Flickr) Forums & discussion boards (Yahoo!,
Answers)
Overview
Overview
Social Media Landscape in Vietnam
Overview
Social Media Landscape in Vietnam
35% of Vietnamese internet users access social media on their phone
86% of Vietnamese internet users visit social networking sites,
19% of whom everyday
Nearly 1 in 5 minutes is spent on social networks
Social networking average hours per
visitor: 3.7
Overview
Social Media Landscape in Vietnam
Overview
Social Media Landscape in Vietnam
79% of Vietnam social media users have liked or followed a brand
81% of Vietnamese netizens use social media to inform purchase decision
Case study
Mountain Dew – Thỏa Khí Phách
Brand brief
Pepsico’s
Carbonated soft drink with a strong cirtus taste
The choice for the youth who are dynamic, love the & always seek for adventure in life
Case study
Target Consumers
Mountain Dew – Thỏa Khí Phách
Urban youngsters, 15 – 25 (bull eyes 20), mostly from high school – university
Active, dynamic, yolo, fond of & engage in sports, especially X-games
Want to express their style, skills & personality, love & seek for adventures
“We want an excited drink lifting up our spirit in the venturous adventures.”
Case study
Campaign Overview
Mountain Dew – Thỏa Khí Phách
Concept: Express your Dew spirit
Platform: Social Media Main channels: Facebook
fanpage (plus Youtube) Timeline: Oct 2013 – Nov
2013 Objectives: To get the
consumer’s awareness of the Drink of Venturous adventure for the Youth Interact Involve
Case study
What to do
Mountain Dew – Thỏa Khí Phách
Fanpage to inform about the contest, event, mini games & other activities to raise attention & engage the consumers
Application for the contest
Sharing viral clip on Youtube
Case study
Application - Contest
Mountain Dew – Thỏa Khí Phách
Case study
Fanpage
Mountain Dew – Thỏa Khí Phách
Case study
Activitieson
Fanpage
Mountain Dew – Thỏa Khí Phách
Case study
Build upthe
community
Mountain Dew – Thỏa Khí Phách
Case study
Viral clip
Mountain Dew – Thỏa Khí Phách
Case study
Youtube
Mountain Dew – Thỏa Khí Phách
Case study
Mountain Dew – Thỏa Khí Phách
FB Fanpage: 180,430 likes · 439 talking about this
303.190 views for TVC High attention &
awareness from the community
More than 100 candidates join in every activities
Results
Case study
Mountain Dew – Thỏa Khí Phách
- Not new ideas for the contest
- The duration of each activity is short, result in few in the number of participants
-+ Wise choice to activate on the social platform to engage the youth
+ X-game: attractive to inspire the youth
+ Plentiful activities to join in and communicate with others as a community sharing the same hobby.
+
PHƯƠNG VI
HUỲNH PHONG
Sources used: Researches conducted by ComSCORE Media Metrix, GroupM, Wearesocial, Nielsen
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