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

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Page 1: [Young marketers elite program] assignment 13.1   phương vi huỳnh phong (final)

SOCIAL MEDIA

Page 2: [Young marketers elite program] assignment 13.1   phương vi huỳnh phong (final)

Contents

Overview

Case Study

Definition, Characteristics & Types

Vietnam social media landscape

Page 3: [Young marketers elite program] assignment 13.1   phương vi huỳnh phong (final)

Overview

Definition

Social media is an interactive platform where content is created, distributed and shared by individuals on the web

Page 4: [Young marketers elite program] assignment 13.1   phương vi huỳnh phong (final)

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

Page 5: [Young marketers elite program] assignment 13.1   phương vi huỳnh phong (final)

Types

Social networks (Facebook, LinkedIn, MySpace)

Web blogs & microblogs (WordPress, Tumblr, Twitter)

Content communities (YouTube, Flickr) Forums & discussion boards (Yahoo!,

Answers)

Overview

Page 6: [Young marketers elite program] assignment 13.1   phương vi huỳnh phong (final)

Overview

Social Media Landscape in Vietnam

Page 7: [Young marketers elite program] assignment 13.1   phương vi huỳnh phong (final)

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

Page 8: [Young marketers elite program] assignment 13.1   phương vi huỳnh phong (final)

Overview

Social Media Landscape in Vietnam

Page 9: [Young marketers elite program] assignment 13.1   phương vi huỳnh phong (final)

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

Page 10: [Young marketers elite program] assignment 13.1   phương vi huỳnh phong (final)

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

Page 11: [Young marketers elite program] assignment 13.1   phương vi huỳnh phong (final)

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.”

Page 12: [Young marketers elite program] assignment 13.1   phương vi huỳnh phong (final)

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

Page 13: [Young marketers elite program] assignment 13.1   phương vi huỳnh phong (final)

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

Page 14: [Young marketers elite program] assignment 13.1   phương vi huỳnh phong (final)

Case study

Application - Contest

Mountain Dew – Thỏa Khí Phách

Page 15: [Young marketers elite program] assignment 13.1   phương vi huỳnh phong (final)

Case study

Fanpage

Mountain Dew – Thỏa Khí Phách

Page 16: [Young marketers elite program] assignment 13.1   phương vi huỳnh phong (final)

Case study

Activitieson

Fanpage

Mountain Dew – Thỏa Khí Phách

Page 17: [Young marketers elite program] assignment 13.1   phương vi huỳnh phong (final)

Case study

Build upthe

community

Mountain Dew – Thỏa Khí Phách

Page 18: [Young marketers elite program] assignment 13.1   phương vi huỳnh phong (final)

Case study

Viral clip

Mountain Dew – Thỏa Khí Phách

Page 19: [Young marketers elite program] assignment 13.1   phương vi huỳnh phong (final)

Case study

Youtube

Mountain Dew – Thỏa Khí Phách

Page 20: [Young marketers elite program] assignment 13.1   phương vi huỳnh phong (final)

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

Page 21: [Young marketers elite program] assignment 13.1   phương vi huỳnh phong (final)

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.

+

Page 22: [Young marketers elite program] assignment 13.1   phương vi huỳnh phong (final)

PHƯƠNG VI

HUỲNH PHONG

Sources used: Researches conducted by ComSCORE Media Metrix, GroupM, Wearesocial, Nielsen