[young marketers elite program] assignment 13.1 phương vi huỳnh phong (final)

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