Mango Digital & YouNet Media trân trọng giới thiệu Webinar “How to uplift your brand performance on social media?” đặc biệt dành tặng các marketer. Nội dung Webinar: I. Giới thiệu quy trình ba bước để tối ưu hoá hiệu quả truyền thông thương hiệu trên Social Media II. Các chỉ số cơ bản để đánh giá Brand performance theo hành trình của người dùng (customer journey) trên Social Media III. Tầm quan trọng của mô hình Social Media Brand Performance Uplift: các diễn giả chia sẻ và lợi ích của mô hình này và kinh nghiệm thực tế khi áp dụng. #MangoDigital #YouNetMedia

1. SOCIAL MEDIA
BRAND UPL FTHow to maximize your brand performance on social media?

2. Webinar link: https://youtu.be/g_MHelTK26g

3. Our thought

4. Total Population
96.90million
Urbanisation 36%
Internet Users
68.17million
Penetration 70%
Active SOMED Users
65.00million
Penetration 67%
* We are social report 2020 * SOMED = SOCIAL MEDIA
SOCIAL MEDIA OVERVIEW

5. Actively engaged with
or contributed to social
media in the past month
89%
Visited or used a social
network or messaging
service the past moth
96%
Average number of
social media accounts
per internet user
8.9
Total number of active
social media users
65.00million
Social networking
apps
94%
Social media users
compared to total
population
67%
* We are social report 2020
SOCIAL MEDIA BEHAVIOURS

6. Facebook
90%
Youtube
89%
Zalo
74%
FB Messenger
74%
Instagram
46%
TikTok
39%
* We are social report 2020
MOST-USED SOCIAL MEDIA PLATFORMS

7. #1
More
penetration of
mobile users
#2
More
influencers at
all levels on
Social Media
#3
More
consumer’s
touchpoints on
Social Media
Consumer journey is
getting more complicated
as they are easily accessible
to millions of touchpoints
on social media
Brands spare more
budget on
social media
CONCLUSIONS

8. However

9. No long-term strategy
for brand on social media
#3
Difficult to measure the
right Brand
performance with
committed KPI on
social media
#2
Hard to optimize the brand
performance from planning,
execution to measurement
in which requires strong
involvement of 3 sides: Brand
- Creative agency & Social
analytics agency
#1
Have no right market
benchmark to start
setting the right KPI for
strategic brand planning
on Social Media
TENSIONS

10. We proudly
introduce our
Innovation

11. Data-driven
Creative Agency
Social Media listening
and analytics
SOCIAL MEDIA
BRAND UPL FT

12. Small note Which categories to apply?
Categories in which consumers/ customers actively talk about
the product/ brand on Social Media:
Social Media definition
in this talk?
A. Popular Social Media Networks in Vietnam:
Facebook, YouTube, Instagram, Forum
B. Online Platforms generating discussion:
Online News, E-Commerce Site, Retailer Sites…
0
2,000,000
4,000,000
6,000,000
8,000,000
10,000,000
12,000,000
14,000,000
16,000,000
18,000,000
E-com
m
erce
M
obile
PhoneM
otorbikeB
everage
Cosm
etic
FM
CG
M
om
s
&
B
aby
M
ilkInsurance
B
anking
H
om
e
Appliances
Total mentions on Social Media (from 1/1/2020 - 30/9/2020)

13. The process

14. 1.
Brand &
Category
Audit
2.
Brand
Planning
3.
Brand
Optimization
BRAND
UPLIFT
Optimize
Activities to
achieve
committed KPIs
3. Brand Optimization
- Deploy the plan with KPIs that we commit
- Always-on performance tracking by YNM to optimize
our brand performance during the path to take
advantage over competitors
Brand landscape
as Inputs for
Annual brand
planning
1. Brand & Category Audit
- Review your brand performance on social media
- Review competitors’ performance on social media
- Review brand activities on social media
- Review the best practices (content, channel, qualified
Influencers, other tactics…) used on social media
- Understand consumer interest – concern - trend
Co-design
Strategy Plan
with aligned KPIs
2. Brand Planning
- Understand brand strategy and budget for media
- Set the right KPIs for brand performance to win on
social media
- Co-work with Brand team to work out Brand
performance plan
3 STEPS TO UPLIFT YOUR BRAND ON SOCIAL MEDIA

15. Understand
the metrics

16. TA are not
aware of
Brand on
social
TA get
aware of
your Brand
on Social
media
Information
seeking to
evaluate if
your Brand is
relevant to
their needs
Start using
your Brand and
generate their
interaction
about your
Brand
Create
positive
interaction
about your
Brand on
social media
Recommend
your Brand
to others
Awareness
Consideration
Engagement
Likability
Advocacy
Positive Share
of voice
How positively visible is
brand compared to its
competitors?
Brand Reach
How visible is brand on
social?
Brand Love
Is brand much
loved?
Brand Recall
How relevant is social
noise to brand?
A brand performing well on Social Media is the
one which is positively seen versus other
competitors on social consumer’s journey…
CONCEPT

17. Prior to attracting audiences to be considered, the Brand should be well visible on
social which means the Brand is making noise by a large scale of audiences on
social. Thence, to measure the Brand Reach, the key questions to be answered is
Buzz volume and Audience scale.
HOW CAN WE TRANSLATE THE METRIC?
BUZZ VOLUME: HOW MUCH NOISE IS CREATED ON SOCIAL MEDIA?
- Calculation: the total post on Facebook OR article on news site OR each comment or reply to that post
AUDIENCE SCALE: HOW MANY AUDIENCES DISCUSS BRAND-RELATED CONVERSATION?
- Calculation: The total unique audience creating the Buzz
WHY DOES IT MATTER?
Brand Reach indicates how wide the Brand reach on social media.
Brand Reach
How visible is brand
on social?

18. HOW CAN WE TRANSLATE THE METRIC?
BRAND RECALL : HOW MUCH BRAND RELATED BUZZ AT CONSIDERATION STAGE AND
ENGAGEMENT STAGE ON SOCIAL MEDIA?
- Brand consideration stage: total mentions related to consumers asking for review on Brand’s product/ service
- Brand engagement stage: total mentions related to consumers interaction (like/ share/ comments) towards
brand activities (minigames, engaging post, livestream…) or brand product
WHY DOES IT MATTER?
Brand Recall indicates how much relevant that target audiences react towards your Brand. The higher Brand
Recall, the higher chance that your Brand is being considered by your target audience as well as the ability to
interest them.
Brand Recall
How relevant is
social noise to brand?
As the brand is well visible on social media, target audiences have tendency to
generating contents related to brand by (1) asking for review at brand consideration
stage or/ and (2) interacting/reacting towards brand’s activities/ product at brand
engagement stage. Brand Recall therefore will reflect the Brand related mentions
generated by audiences.

19. HOW CAN WE TRANSLATE THE METRIC?
SENTIMENT SCORE: HOW MUCH BRAND IS LIKED BY TA ON SOCIAL MEDIA?
- Calculation: Sentiment score =
Positive − Negative
Positive + Negative
A score of 1 indicates the whole market loves the brand, a score of -1 indicates the whole market dislikes the
brand and 0 indicates a neutral attitude
BRAND ADVOCACY SCORE: HOW MUCH IS YOUR BAND ADVOCATED BY TA ON SOCIAL MEDIA?
- Calculation: total mention related to the consumer’s advocacy/ recommendation towards your Brand on
social community.
WHY DOES IT MATTER?
Brand Love indicates how much the Brand is liked and advocated by your TA on social media which show
their positive loyalty to your Brand.
Brand Love
Is brand much
loved?
A healthy brand on social media should be the one receiving positively feedback from
target audiences. The positive feedback is composed of brand likability that TA rated to
your brand and the advocacy that they give to your brand on social community.

20. Brand is not standing alone, it fiercely competes on real-time with numerous noisy
competitors on social, including both negative and positive buzz. Thence, Positive share
of voice does matter in this case to capture the brand performance via online
competition.
HOW CAN WE TRANSLATE THE METRIC?
POSITIVE SOV: HOW MUCH BRAND IS LOVED VERSUS KEY COMPETITORS ON SOCIAL MEDIA?
- Calculation: The percentage of positive buzz of your brand in comparison to the other key competitors.
WHY DOES IT MATTER?
The Positive Share of voice show us how strong/weak that your Brand healthily performs versus key
competitors. The more positive buzz given to your Brand compared to your key competitors, the healthier
share that your Brand occupied on social media.
Positive Share of voice
How positively visible is brand
compared to its competitors?

21. Why us?

22. WHAT WE OFFER?
We provide Always-on performace
tracking to support Creative team to
optimize the tactics for brand
performance as well as to keep you
updated with real-time performace
during the path.
WHY IS IT IMPORTANT?
Keep you be always alerted and
informed whether to adjust and
optimize the effectiveness of tactics
used on social media to ensure that
you meet the KPI committed in the
Post-Performance Review.

23. 0
500
1000
1500
2000
1-Mar 3-Mar 5-Mar 7-Mar 9-Mar 11-Mar 13-Mar 15-Mar 17-Mar 19-Mar 21-Mar
Engagement post Music video Cover song PR articles/symposium clip
Activity trend line
Discussion about
MV on KOL’s pages
Duc Phuc singer
cover
Share posts
from KOL
Discussion about
article on Vnexpress
PHASE 1 PHASE 2
3.7%
76.2%
9.1%
11.0%
Engagement post Music video
Cover song PR articles/symposium clip
Campaign activity
contribution
DEM
O
ALW
AYS-O
N
Base:
7,240
buzz

24. THANK YOU