SOCIAL MEDIA PLATFORMANALYSIS

1. INTRODUCTION

2. SOCIAL MEDIA OVERVIEW

3. SOCIAL MEDIA BEST PLATFORM

4. SOCIAL MEDIA IMPLEMENTATION

5. WHY PEPSI SHOULD INVEST ON NEW CHANNELS

6. WHAT SOFRESH DO

WHAT WE COVER

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INTRODUCTION

NOT ALL SOCIAL PLATFORM MADE EQUAL.

EVERY SOCIAL PLATFORM HAS OWN LANGUAGE, STRENGTHS AND USERS DEMOGRAPHIC.

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SOCIAL MEDIA OVERVIEW

SOCIAL CHANNEL HAS CHANGE THE WAY PEOPLE CONNECT.

IT CHANGED THE WAY PEOPLE COMMUNCATION.IT CHANGED THE WAY PEOPLE DELIVERY MESSAGE.

WHEN PEOPLE ENJOY THEIR TIME ON SOCIAL NETWORK.

MAKING A OPPORUTNITIES FOR BRAND.

SOCIAL NETWORK BECOME MARKETING CHANNELS.

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SOCIAL CHANNELS BEST PERFORMANCE

AFTER RESEARCH A HUNDRED SOCIAL PLATFORM.

WE FIND OUT THE MOST SOCIAL CHANNELS IN VN AS FB, Google +, Zalo, Instagram.

FB HAS DOMINATE VN USERS.

WITH 20 M VN USERSWITH THE MOST USERS AGE AROUND: 13-26

WHY FACEBOOK?

PROSHigh interactive platformDominate VN usersEffective channelsFB Ads support

BENEFITS

CONSPost reach 3% of FanFake users a lotsMust to invest on media

SUCESSFUL STORY

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NEW CHANNELS EMERGING

WHY GOOLE PLUS?

Goolge+ IS SECOND SOCIAL CHANNEL IN VIETNAM.

WITH 5,6 M VN USERSWITH THE MOST USERS AGE AROUND : 18-24

BENEFITS

PROSGoogle Index SEO for postPost interact with users when they searchingGoogle Post Ads support

CONSAge group: 18-26Most of users are student

SUCESSFUL STORY

ZALO IS NO .1 MOBILE SOCIAL NETWORK IN VN.

WITH 9 M USERS AND MOREWITH THE MOST USERS AGE AROUND : 16-25

WHY ZALO?

BENEFITS

PROSVN social networkReach 100% followersHigh levels of engagementHigh visibility of posts

CONSRecommend for targeting rural users

SUCESSFUL STORY

WHY INSTAGRAM?

Instagram IS NO .1 PHOTO SOCIAL NETWORK IN VN.

WITH 1 M VN USERSWITH THE MOST USERS AGE AROUND : 16-24

BENEFITS

PROSPhoto sharing networkReach 100% followersHigh levels of engagementHigh visibility of postsInteractive channels

CONSRecommend for targeting urban usersVideo promotion only 15s

SUCESSFUL STORY

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SOCIAL MEDIAIMPLEMENTATION

BE RELEVANT BE TIMELY BE ENGAGING

Provide information and experience

relevant to Sting users

Build anticipation before, during and after an event or promotion.

Respond to posts in a timely manner (within 24 hours, at latest).

Stay current with trending topics.

Motivate user to get up and get

out with our activities

Create standout, share-worthy content.

Incorporate feedback from fans.

Reward participation to inspire

others

POST RULES

FACEBOOK IS THE CORE SOCIAL

HUB FOR SHARING CONTENT, NEWS

AND OTHER RELEVANT

INFORMATION FOR OUR USERS.

POSTING RULES• Embody Sting’s personality, tone and voice.

• Use under 90 characters (+27% engagement)

• Use photos/videos (+120%/100%

engagement)

• Post on weekends (+20% engagement)

• Seek input from fans (+120% engagement)

• Call to read, watch or take a closer look

(+60% engagement) with video and articles.

RESPONSE• We should respond to fan posts that allow us

to support and amplify positive WOM, answer

consumer questions or resolve customer

service issues.

POST RULES

CONSIDER THESE QUESTIONS BEFORE POSTING

☐ Have you allowed at least 4-6 hours between posts?

☐ Are your posts this week varied in terms of content types and image styles?

☐ Are you posting photos with strong, on-brand imagery?

☐ Is your post short and clear?

☐ If asking for fan engagement, is your question easy to answer?

☐Have you double-checked for typos or other errors?

POST RULES

Community manager is responsible for moderating all posts, conversing with the community in productive ways and removing anything inappropriate and in violation of the platforms’ policies.

Social media is a two-way conversation between a brand and its fans (or detractors). As a result, it is essential to have response strategies in place to deal with comments, questions, problems and more.

The following outlines the principles of how we engage in social media: Acknowledge the good, not just the bad. Even if an answer is not readily available , acknowledge the question/complaint and let them know it’s being worked on. Social media works in real time and we must as well.

For negative comments, acknowledge publicly and then take offline or an email. Where possible, we want to avoid a negative back-and- forth on the page.

Deletion should be used only when users violate the brand or platform’s posting policy. We do not delete comments just because they are negative or unflattering.

THE RULE: BE ENGAGED

POST RULES

We must evaluate our specific response in the context of the specific comment or post we are responding to. Here are some general guidelines in terms of evaluating the appropriate response. In case of any doubts, please contact brand team immediately.

Level Description Response

1 A highly negative blog post or article attacking policies, brands or a particular issue AND/OR A large number of comments (relative to typicalcomment numbers for the site) that are highlyinflammatory and could have an immediate, significant effect on the Sting brand image-Sting’s corporate reputation, financial results or customers .

DIRECT ENGAGEMENT Media: If appropriate, contact the article/blog author and/or editor to correct mistakes, provide Sting brand comment or demand retraction of factually incorrect piece Turn the tide: Continue to build positive commentary in thread through third-party advocate postings and employee

commentary

Shift the venue: (IF APPROPRIATE) Move theconversation from the negative posting to a new venue (another friendly blog or Sting’s own site) by conducting an interview or positing a lettercorrecting the facts and dismissing the accusations .

2 An article or blog post that is broadly negative toward Sting but does not raise specific or highly inflammatory accusations at the Company, a brand or its employees AND/OR A significant number of comments (in-line with typical numbers for the site) that are generally negative toward or questioning of Sting, a specific is- sue or crisis, its policies or employees .

DEFLECT & CLARIFY Third-Party: Engage a small select group of third-party advocates (3-4) to enter the thread and post comments to defuse negativity and question the credibility of unfounded accusations.Media: (IF APPROPRIATE) Contact the author and/or editor to correct facts and provide Sting’s perspective on the issue

3 An article, blog post or individual comment that contains general negativity toward Sting or one of its brands but is not reflected or picked up on by subsequent posts.

MONITOR Do not engage, but continue to monitor in case it shifts to a higher level .

RESPONSE GUIDELINE

Is this post a positive comment where we can add value, or for

which we have approved language to respond?

Is this a positive orotherwise response-

worthy post that cannot be answered by your

team alone? NO

Is this a post that contains personal

attacks, spam,profanity or otherwise violates Facebook or

Sting’s policies? NO

Is this post an expression of frustration with Sting

as an company, a negative article or angry

rant?

If a perceived threat, alert brand team with

details. Response as warranted.

NO

YES

Delete post immediately.

YESTell the consumer we’re working to get the issue resolved, and check with appropriated entities to

help draft approved answer.

YES

Response within 6-12 hrs.

YES

RESPONSE CONTROL

Social media is often the front lines of a potential brand crisis situation. we recommend the following infrastructure to watch for and address potential crisis situations:

PREPAREConsider potential backlash your brand page could face. How would you respond, should this occur? Have messaging approved and at-the-ready.

LISTENWatch social media closely for signs of problems.

RESPONSEDon’t ignore growing backlash. Respond promptly, whenever possible, which can often help quell negative conversation.

RECOVERGuide brand back into a positive light.

PREPARE

LISTEN

RESPOND

RECOVER

CRISIS SITUATION

KEY ELEMENTS TO MEASURE

CREATECreate a data capture plan using tools like Facebook insights, Google analytics, Synapse or other on a regular basis.

ANALYZEAnalyze performance data on a regular basis Identify opportunities for improvement and optimization

SHAREUncover consumer insight that could be applied organization-wide

OPTIMIZEIncorporate learnings to circulate and inform future programs

CREATE

ANALYZE

SHARE

OPTIMIZE

AN ONGOING CYCLE FOR IMPROVEMENTAlign on business and marketing objectives, and define KPIs tied to these objectives(KPIs = Key Performance Indicators)

MEASUREMENT AND OPTIZATION

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WHY PEPSI SHOULD INVEST ON NEW CHANNELS

TO BE NUMBER 1 IN SOCIAL CHANNEL

NOT MANY BRAND INVEST ON GOOGLE +, ZALO, INSTAGRAM.

TO LEAD IN SOCIAL PLACE TO ENGAGE USERS IN DIFFERENT SOCIAL PLATFORM

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WHAT SOFRESH DO

WE ARE SOCIAL MEDIA EXPERT

WE EXPLORE AND RECOMMEND THE BEST SOCIAL CHANNELS FOR CLIENTS.

TO ENSURE CLIENT WILL BEST RESULT AND COST EFFECTIVENESSTO CONNECT CLIENT’S BRAND AND TARGET USERS

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THANK YOU