Theo doi thuong hieu va do luong hieu qua pr

1. SOCIAL LISTENING
BRAND tracking & PR measurements

2. Agenda
2
What is SOCIAL LISTENING?
Brand Index: How brands perform
online?
Measure PR effectiveness
1
2
3

3. Vietnam Digital & Social landscape
Since 2013, Vietnam Social Media grew rapidly. The voice of
consumers and news media become greatly influential which brings
both opportunities & risks to brands & enterprises.
Facebook Vietnam
Annual growth
3.6
8.5
20
25
0
5
10
15
20
25
30
Millions
70
%
31
%
Facebook penetration (70%Vietnam Netizens Growth

4. VIETNAM Social Media Landscape
4
Social Networks:
Facebook: 500K pages, 300K groups, 24M
profiles
Google+, YouTube,…
Online News, Forums & Blogs:
400 high traffic news sites, 200 major
forums, 10K blogs
10 large E-retailers (shopping sites &
fanpages)
150 million discussions
/month
(by SocialHeat
analytics)
by

5. What is SOCIAL LISTENING?
5
Social Listening is real-time COLLECTION of Netizens Conversations on Social
Media and generate INSIGHTS
Analytics
Database
Online
News
Forums,
Blogs
Facebook,
Youtube, G+
Senti
ment
Ratin
g
Anal
ytic
Nois
e
filte
r
Analytics processing Insight reporting
INSIGHTS
Brands
Categories
Products
Consumers
Channels
Reputation
Monitoring
Campaign
Measurement

6. What is a GOOD social listening
tool?
6
Realtime & automatic
analytics
(30 mins & 1-hour response)
Analytics
Database
Online
News
Forums,
Blogs
Facebook,
Youtube, G+
Cover all major channels
Automatic Sentiment
Rating
Actionable insights &
details
1
2
3
4

7. What are the BENEFITS of Social Listening?
7
STRATEGY PLANNING
EXECUTIO
N
Insi
ghts
Listen & monitor
Measure
ments
&
Reports
Get INSIGHT  Monitor campaign & brand performance  Measure and report
effectiveness

8. 8
 Campaign major performance metrics:
 Buzz & Reach: How much buzz and reach from all
digital media (online news, forums, social networks) with
breakdown into further sources & channels analysis (top
sources, influential sources, KOLs,…)
 Campaign’s sentiment: How audience rate toward the
campaign
 Virality level: How buzz related to the campaign is
triggered and shared among all forums and social
networks
Campaign Measurements

9. 9
 Brand impact:
 Buzz & reach: How much buzz and reach the campaign brings
to brand in comparison to previous periods
 Brand equity/health: How brand is liked/loved by the
audience before and after the campaign
 Brand associations: How brand associations changes over the
campaign (before & after)
 Brand adoption: How brand adoption (aware, use, prefer, love)
changes over the campaign (before & after)
 Audience insight: What are preference & expectation of the
audience toward brand and category
Campaign Measurements

10. Track every News & Discussions
10
5-min setup, get in real-time every online NEWS & netzens’ DISCUSSIONS

11. Brand buzz & sentiment
11
How brands are mentioned on Digital Media & How media & netizens like/love
and dislike it

12. Brand buzz & sentiment
12
How brands are mentioned on Digital Media & How media & netizens like/love
and dislike it
Hourly-basis tracking & alert Automatic sentiment score & trend & by channels

13. Netizens rating on Brand/Product attributes
13
Measure & highlight what brand’s attributes are most discussed
by consumers
51%
11%
11%
7%
2%
4%
2%
1% 1%
9%
2%
Design
Waterproof
Finger Scan
Screen
resolution
Processor
Camera
Battery
Saving Mode
RAM
External
Memory
Price
Gear/Fit

14. Brand health & key drivers
How Netizens rate & feedback Brands, Products, TVCs, Campaigns,… and
what are the key drivers?
Major negative drivers
37%
28%
20%
15%
Beer Taste
Brand
personality
Major postive drive
16%
21%
39%
24%
Price
Brand
personality

15. Brand health from Netizens
15
How brand associations have been gained or changed during the
campaign?
0
10
20
30
40
50
60
70
80
90
100
Healthy
(tốt cho
sức
khoẻ)
Taste
(mùi vị)
Premiu
m (cao
cấp)
Worth
the
money
(giá
phù…
Populari
ty (phổ
biến)
23
%
46
%
78
%
65
%
Brand
love
Differenti
ation
Usage
Share of
voice
BRAND ASSOCIATIONS
BRAND ADOPTON
1%
2%
5%
45
%

16. Top channels & influencers
16
Top sources & users/KOLs who generate the most engagement with fans and
friends
Top sources with highest buzz
Top influencers

17. Campaign Virality/Sharing
How people are excited and engage with the campaign to share it on social media ?
Gross Shares
(share of all posts/threads/news)
36,204
Gross comments
All comments on all platforms
140,957
PR articles shares
Shares of news PR artices
16,000
Virality & engagements Top 10 most viral articles

18. Buzz generated by campaign
How much buzz directly generated by the campaign (based on BRAND
mentions which relevant to the campaign: have have both brand & campaign
keywords)
Total brand buzz Brand buzz by campaign
72
%
28
%
Buzz from
campaign
OthersPeriod: Aug 01 – Aug 15

19. PAID vs EARNED
How much buzz gained by PAID vs EARNED media
Period: july 2014
– sep 2014
PAID vs EARNED
38
%
62
%
PAID
EARNED

20. Compare to previous campaign
Compare with previous or competitors’ campaigns
Total Buzz Total Reach Total Shares
36,204
Campaign
sentiment
OTHER
CAMPAIGN
46,2042.3M
3.5M15% 23%
12%
MY CAMPAIGN

21. Share of Voice
21
How much online voice share of the brand with other competitors (if
necessary), before & after the campaign
Period: july 2014 – sep 2014
Before
After
Period: Jan 2014 –
Jul 2014
BRAND
Compet
itor

22. BRAND search trend
22
How brand was seeked (searched) by Netizens during the campaign period in
comparision to competitors.
BRA
ND
Othe
r
BRA
ND
Oth
er

23. 23
About Us : YOUNET
MEDIA

24. YouNet Media - Founders team
24
Founded by Vietnam’s pioneering Internet marketing & technology veterans with 15
years in the field.
Nguyen Hai Trieu
CEO / co-founder
17 years in Internet & marketing
business
MBA (Uinversity of Hawaii), MSc.
In Computer Engineering
(University of Technology,
HCMC)
Former co-founder, CEO & COO
of Pyramid Consulting Vietnam,
WADA.VN, LIKE.VN
Nguyen Anh Hoa
Co-founder & partner
14 years in Social Network
business
MSc. In Computer Engineering
(University of Houston)
Founder & CEO of YouNet Social
(younetco.com)
Quan Thanh Tho
R&D Director
PhD. Computer Science (Nanyang
Technological University,
Singapore)
Head of Computer Engineering
Department, University of
Technology, HCMC
Expert in Natural Language
Processing research &
development

25. trieunh@younetmedia.com
0913-674-095
www.younetmedia.com
Follow what’s hot & trendy on Facebook:
www.toponsocial.com
Nguyen Hai Trieu / CEO
Facebook.com/younetmedia