a

Winning GEN Y by

Listen – Understand – Engage in Social Media

Triều Nguyễn

YouNet Media

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Brand Tracking

Consumers Research

Marketing Measurem..

Social Care

Category Insight

Consumers insight & trend

Always-on Brand Tracking

1) Brand Health Check

2) Crisis prevention

Social Care & CRM

(engage & convert)

Marketing Effectiveness

Measurement (online)

Gen Y - Who are they?

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18-34 yrs / Tech Savvy / Social Network / Adopting & Sharing

Gen Y - Who are they?

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Internet Savvy

Trends early adopters

Communicator: react and share anything

they are interested in

Want special & personalized care

Want to be listened

Purchase decision: Relies more friends &

online reviews

Purchase more from online / mobile

Why Social Media?

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Why Social Media?

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Why Social Media?

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Facebook content skyrockets

8

910,000

1,900,000

-

200,000

400,000

600,000

800,000

1,000,000

1,200,000

1,400,000

1,600,000

1,800,000

2,000,000

Before 5-2014 Now (5-2015)

Vietnamese Pages & Groups

Posts & comments per month

150M

Related to brands, products, services

25%

Facebook content increase 90% in 12 month

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-

1,000,000

2,000,000

3,000,000

4,000,000

5,000,000

6,000,000

2015

2014

Facebook Vietnam Daily Posts (sames period in 2014 and 2015)

How to win Gen Y in social media?

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Social Media Listening & Engagement

•Problems/needs

•Digital behaviorsLISTEN

•Common need (trends)

•Personal need

UNDER-STAND

•Participate

•Offer (personalized or group-based services)

ENGAGE &

CONVERT

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Sentiment Rating

Data Minin

g

1,050,000 FB pages & groups (Vietnam)

9.7 milliion Facebook pages (Global)

200K Youtube’s brands, media, KOL channels

1,000 news, forums, blogs, reviews, e-commerce sites

Social Media Listening

Brand Insight

Consumers Insight

Product Innovation

Marketing

Measurement

NEW CONSUMER DECISION JOURNEY

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Social Media Listening offer QUICK RESEARCH based on Consumers’ Organic Conversation in any

time period

Channels which best trigger

Ads, WOM, Communities,

Social, Review, Search…

Factors which drive the best

purchase intent?

self need, product, brand,

event…

TOP CHANNELS

social fanpages, groups, forums,

reviews, blogs, videos…

TOP ENGAGING TOPICS

brand, product, promo,,

questions

PURCHASE DRIVERS

(brand trust, product quality,

customer service, post-purchase

value…)

Major NEGATIVE product

experience?

(product quality, services, post-

use effect,…)Major POSITIVE product

experience?

Potential BRAND ADVOCACY?

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Samsung Product Transformation

By understanding consumers expectation for a Premium Smartphone, SAMSUNG has transformed the

new flagship smartphone to the new generation.

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Samsung Product Transformation

A good lession from precessor model (Galaxy S5) prove the right way to innovate for the brand

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Samsung Product Transformation

New generation, with leading edge CREATIVITY & USER EXPERIENCE, the new NEXT IS NOW is a

big success.

Consumer Insight: Maternity Milk

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30%

22%

18%

11%

8%

3%

3%

Milk Taste

Nutrition fact

Digestion ability

Enfant's braindevelopment

Weight gaining

Price/Promotion

Others

Listening on social media channels, we know that taste of milk is most discussed & top concern of

mom-to-be in seeking for a maternity milk.

Facebook

Lệ Hằng Nguyễn

“Cứ similac mom mà uống nhé. Hơi

bị nhiều dưỡng chất cho bà bầu”

Phương BA

“DHD/ARA rất quan trọng. Mình uống 9 tháng

nên trộm vía bé nhà mình khoẻ mạnh”

Facebook

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Consumer Insight: Infant milk

• A healthy digestion, which relates to nutrition absorbability, is considered the foundation for baby

development.

• Improving digestion for baby is the most common question to mothers in choosing milk for enfant &

baby.

47%

26%

14%

7%

6%

Improving digestion

Gaining weight

Enhancing resistance

Easy to drink taste

Increasing height

Top concern about Infant Milk on Social Media 2014

Webtretho

MsBonabi Nguyễn

“Chịu khó đổi sữa. Bé nhà mình uống Meiji,

lên cân nhưng bị táo bón.”

Facebook

Phương Nguyễn

“Đang muốn đổi sữa cho bé. Các mẹ

biết loại nào tốt, tư vấn giúp.”

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Moms even care about more detail…

Moms pay a big attention to the claimed nutrition content & small details of product packaging

than we’ve ever thought.

Comparing nutrition content among products helps mom find a best one within their budget

Any modification of packaging, even small details, without official announcement by brand may

raise worry about counterfeit.

Facebook

Vu Dieu Anh“M cũng đang thắc mắc. M thường hay đổi qua lại optimum và

dielac anpha. Lúc trước thấy optimum có nắp thiếc mỏng lột ra là

hết. M chuyển sang dielac anpha có nắp sắt dầy rất chắc chắn.

Nhưng lúc thì có thìa,lúc thì k có,lúc thì có 2cai”

Webtretho

Na_gialai“các mẹ giúp mình so sánh lại xem có đúng ko? cuối tháng 9/

2014 chồng mình mua 1 hộp Enfamil A+ dành cho trẻ 0-6 tháng

tuổi giá 428k. Đến cuối tháng 10/2014 lại mua them 1 hộp như

thế với giá 527k, ….

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Banking: electronic transaction has more high demand

Brand Credibility

24%

Fee & charge17%

Procedure16%

Promotion13%

e-Banking & e-transaction

10%

Staff attitude & expertise

11%

ATM6%

Others3%

TOTAL CUSTOMER FEEDBACKS ABOUT BANKING

..but not every young people is qualified for credit ownership. A kind of card that allows online

transaction without income requirement or annual charge wins the youth.

Internet banking is also used widely, however, fee & banking application for mobile platform is still a

barrier.

Tinhte

chetdichoroi“Chạy ra ACB làm cái visa debit 15 phút

nạp vô bao nhiêu xài bao nhiêu đi bác. K có

visa hây master card thì chịu. Còn không

bác lên bảo kim có cách dùng visa điện tử

(nôm na thế) nhưng phí chuyển hơi cao và

phức tạp“

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Identify the most emotionally engaging content…

Maternity period is the most stressful time to women; hence sharing experience & psychology during

pregnancy can create an “emotional bonding”; Especially communication target aims to other family

members (such Husbands) increase emotional bonding with mom.

Anmum Vietnam

“Bố ơi, "mách nhỏ" với bố rằng mỗi tối mẹ bầu thích nhất là được mát-xa.

Mẹ đang bầu bí nên hay bị phù chân hay chuột rút, 10-15 phút mát-xa,

xoa bóp chân nhẹ nhàng trước khi ngủ sẽ giúp mẹ bầu cảm thấy thư giãn,

ngủ ngon hơn. Mẹ cũng sẽ vui hơn vì cảm nhận được tình yêu, sự quan

tâm của bố đấy.”

Comment 116

Anmum Vietnam

“Khỏi phải nói từ lúc mới biết tin mẹ mang thai đến giờ, bé cưng là một

điều đáng tự hào nhất của bố. Có bé cưng bố đã chính thức trở thành một

người cha thực thụ. Giờ đây gia đình nhỏ của bố đã nở ra thêm một tí,

khiến bố cảm thấy rõ vai trò trụ cột của mình hơn. Bố phải cảm ơn mẹ và

bé cưng về điều này đấy.”

Comment 120

Social Care Process

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(1) Listen to conversations

(2) Participate to Conversations

Answer QUESTIONS

Solve COMPLAINTS

Personal Message (PM)

(3) Follow-Up (4) Convert to Customers (CRM)

Update Profiles

Categorize leads

Social Media Listenig & Social CRM

(keyword-based listening)

Listen & engage with customers

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Engage publically & personally

SOCIAL MEDIA COMMAND CENTER

Real-time monitoring for crisis resolution

SOCIAL UNIVERSE

REAL-TIME BRAND HEALH CHECK

REAL-TIME CONVERSATIONS

GEO-LOCATION

TOP PHRASES MENTIONED IN REAL-TIME

THANK YOU