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ASSIGNMENT 12.1: SOCIAL MEDIA NGUYEN BA LOC

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Page 1: Assignment 12.1 ba loc alone

ASSIGNMENT 12.1: SOCIAL MEDIA

NGUYEN BA LOC

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What is SOCIAL MEDIA

among people in which they create, share, and/or exchange information and ideas

invirtual communities

andnetworks

SOCIAL MEDIA

INTERACTION

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Differences between SOCIAL MEDIA and TRADITIONAL/INDUSTRIAL MEDIA

quality

reach

frequency

usability

permanence

immediacy

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Social Media Landscape in VietNam

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SUCCESSFUL SOCIAL MEDIA CAMPAIGN IN VIETNAM

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Campaign Objectives

-Encourage Vietnamese young people to raise the sense of initiative in love.

-Customer’s engagement to brand –Close up

-Convey a meaningful, sweety and romactic concept:

“Let love rule - Hãy để tình yêu dẫn lối”.

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Target Audience

Customer insight: “Valentine is a appropriate occasion that I express my love. I want one thing that can help me confidently express my feelings and realization of ideas in this special day…”

- Vietnamese young people age from 18-30 live in HCM and HN.

- active in life and in love

- Falling in love or interested in love stories.

- Want to express their love by special indivisual ways

- They have ideas and want to carry out that ideas in Valentine Day.

Media behavior:

-regularly online-frequently update facebook, youtube-interested and willing to share interesting clips

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STRATEGY

Build trend: express your love to your lover.

Reminding about Valentine and Love

Encourage young people think special ideas in Valentine.

Close Up carries out special ideas

Amplify campaign

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Concept: “LET LOVE RULE – Hãy để tình yêu dẫn lối”

More and more young people excited to join this community of young people who ready to follow the trend of expressing "Let Love Rule", instead of showing timid and shy before .

So, young people dare to live and love by his way. That spirit continues to spread forcefully informed on any media online channels and social networking sites.

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Deloyment Plan

TRIGGER EXPERIENCE AMPLIFICATION

Why don’t you dare to express your love to lover?

Let’s think about special ideas to express your love!

Let’s actualize your idea for an unforgettable Valentine!!

“Let love rule” song “Let love rule” forum Viral clips “actualize the idea”

Facebookwebsite (kenh14, dantri…)

Facebook fanpageYoutube page

website

YoutubeFacebook

Website (Kenh14, dantri, tuoitre..)

Key massage

Key hook

Key channels

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Phrase 1: Trigger Song: “Let love rule”Artists: Top7 Vietnam Idol

Give them the thought that:“IT’S TIME TO SHOW YOUR LOVE

BY YOUR WAY”

Young people have ideas and need to show their feelings?But they feel shy when do that.

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Phrase 2: experience

Create the Conversation

-“Do you think shouldLET LOVE RULE?”

Contest

-Answer questions, share the secret to having a sweet Valentine.

Find out special ideas for Valentine

Many feedback from different viewpoints both "Yes" and "No“ => It makes people discuss, express and share

the view

Young people interested in unique, sweet, creative or even “crazy” ideas=> They take part in contest and share information about contest

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Phrase 2: experience

Close Up will help to carry out the most interesting, the greatest and sweetest ideas. The selected ideas will be

recorded and shared on social media channels (especially on Youtube Page of Close Up)

Now, Young people who are shy or don’t have condition to carry out their idea will have physical and mental helps from Close Up and “Let Love Rule Community”

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Phrase 3: Amplification

=> “Let love rule” clips and campaign will be shared widely

Clips are unforgettable memories of main characters. It make young audience feel happy

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Results

Close Up Facebook Fanpage raise 90.000 fans

hundreds of thousands of views on Youtube channel Closeup Vietnam

600 ideasThousands of conversation

Hot trend in Valentine 2013

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