Social Media for

Nguyn Thnh Long - VP of ePi Tech Inc. - http://baomoi.com

Zing - Social Network Conference - Aug2011

3 minutes for Baomoi.com

Source : Burson-Marsteller (Young & Rubicam/WPP) - Aug2011

1M++ downloaded

700.000 visits/day

120.000 visits/day ~5000 visits/day

web

wap

application

tablet

They tried, they failed and ...

Apple

Google

Toyota Motor

General Electric

Microsoft

6th Innovative Companies (2008)

3M
Walt Disney
IBM
Sony

"Who said this is media? Media is something you can buy and sell. Media contains inventory. Media contains blank spaces. Consumers weren't trying to generate media. They were trying to talk to somebody. So it just seems a bit arrogant. ... We hijack their own conversations, their own thoughts and feelings, and try to monetize it." Ted McConnell Digital Guru of P&G, 11/2008

arrogant!!!

 ... But I'm not so sure I want to be targeted like that.

Src : Mashable - The History Of Advertising On Facebook

While he appreciates the power of targeting afforded by Facebook, it also makes him uncomfortable. He use Facebook to find a 22- to 27-yearold female P&G employee living in Cincinnati "who likes sex and Cocoa Puffs ... And he found such a person.

So the targeting is fantastic, you can do

really amazing things. But I'm not so sure I want to be targeted like that.

Real Beauty Campaign

awless skin, no scars, not too curvy, not too athletic...

Src : Blog Of Jezebel (http://goo.gl/MIzaS)

... they tried it again ...

6/2011

8/2011

Vietnam - 2010

23 years on Super Bowl

2010 20.000.000 USD
Health Art & Culture Food & Shelter The planet Neighborhoods Education

Refresh Everything
http://www.refresheverything.com/

Social Media : What + Why?

Am I still the one? NO!!! NO!!!

NO!!!
Consumers are changing their media consumption behaviors

~60%

American are watching TV and using the Internet

on a PC simultaneously at least once per month at home (Nielsen)

11-13h,20-22h

are the rush-hours of Baomoi

Mobile (WAP)s users

Src : Baomoi Mobile (WAP) - Google Analytics

11-13h,19-22h

are the rush-hours of Baomoi

Mobile (Application)s users

18/8/2011 (mid-week)
Src : Baomoi Mobile Application (http://baomoi.mobi) - Felix Studios

11-13h,19-22h

are the rush-hours of Baomoi

Mobile (Application)s users

21/8/2011 (weekend)
Src : Baomoi Mobile Application (http://baomoi.mobi) - Felix Studios

11-13h,19-22h

are the rush-hours of Baomoi

Mobiles users

Is it the Golden Hours for TVC in Vietnam?

41%
Vietnams netizens access SNS (2010)

55%
Vietnams netizens access SNS (2011)

750

million

Number of Facebook users

33%
Users per capita

19%
Vietnams SNS users use ......................

70% small business owners

using Facebook for marketing, compared to 66% who use Google

10.000
Number of Youtube brand partners
Src : Mashable + Kantar Vietnam + VNNIC + Cimigo

11% Facebook fans

would buy something that was only offered to them

96%

Src : Nielsen - 2011

So, what is Social Media?

Forum
Vn-Zoom, Tinhte, DDTH, Webtretho...

Social Network
Facebook, LinkedIn, Go, Ban Be...

Content Community
Flickr, Youtube, Digg, Anhso, Clip.vn, Linkhay...

Blog
Y!360, Wordpress, Yume...

Micro-blogging
Twitter, Mimo...

Wikis
Wikipedia (200.000++ articles in Vietnamese), VLoS...

5 Characteristics of Social Media

blur the border between media & audience

contribute + feedback

1.Participation

Content is everyones property

2.Openness

Traditional : oneway broadcast

Social Media : twoway conversation

3.Conversation

Communicated effectively

easier to form a community

4.Community

Different device, different experience

5.Connectedness

LOTTE - JAPAN FIT DANCE CONTEST

Campaign URL : http://lotte-ts.jp Social Media Channel : Date : March 2009 Duration : 3 months Prize : 10000 USD

TVC + Star (+Youtube)

Src : http://www.youtube.com/watch?v=WGkceCjHTSc

User Generated Content (UGC)

http://www.youtube.com/watch?v=mYzLcVZC8k4

User Generated Content (UGC)

Src : http://www.youtube.com/watch?v=y8OePF9nkcI

110M++ people Some clips had 2M++ views

3000 clips 55M++ views

1.Participation 2.Openness 3.Conversation 4.Community 5.Connectedness

Social Media : How?

Src : Gapingvoid

1.Two-ways conversation

Only one promoted tweet

will be displayed on the Search Result Page Promoted tweet will

disappear if user dont interact with it

2.Content + Community

POEM = Paid/Owned/Earned Media

POEM = Paid/Owned/Earned Media

The Content Grid

(ELOQUA +Jess3)

3.SEO + SMO

User

Content

AIDA Brand Brand relationship Brand Evangelist

Src : Razorsh

4.Framework

5.Monitoring Tools

http://baomoi.com/Tag/[Brand_Name].epi

Web Analytics Tools : Google Analytics, Woopra, Alexa...

Social Monitoring Tools : SocialMention, ePiORM, Boomerang...

OralB - Summer 2011

Dell Outlet
Campaign URL : http://www.twitter.com/DellOutlet Social Media Channel : Date : 2007 Duration : till now

1.5M followers 3M++ revenue

DELL HELL
Jeff Jarvis 6/2005

+ 4 years

@home warranty

#dellhell Buzzmachine.com Jeff Jarvis

DELL HELL

Well, my #dellhell continues... Jeff Jarvis

DELL HELL
email : dont reply blog : dont read

silence is my friend...

get back money and scars with #dellhell Jeff Jarvis

DELL HELL

ACSI (American Customer Satisfaction Index) score dropped ve

points in one year

1.5M followers 3M++ revenue

33 corporate accounts 8 forums 12 blogs 22 Facebook groups

Social Media : Who

10% revenue
from Facebook (isnt the top referrer but has the best conversion rate) also building community and gaining prots from Zing Me, Twitter ...

SME

7 staffs

Facebook + Flickr + Youtube + Renren + Sina

2M RM (~660.000 USD)
for traditional advertising

~1M
tickets sold

Enterprise

F&F

Non-prot

Social Media : When + Where

"Who said this is media? Media is something you can buy and sell. Media contains inventory. Media contains blank spaces. Consumers weren't trying to generate media. They were trying to talk to somebody. So it just seems a bit arrogant. ... We hijack their own conversations, their own thoughts and feelings, and try to monetize it." Ted McConnell Digital Guru of P&G, 11/2008

Participation

Conversation Social Media

Openness

Community

Connected

2-ways Conversation

Monitoring Tools Social Media

Content + Community

SMO + SEO

Framework

Thank you!
http://baomoi.com http://buzz.tl epi_longo long@epi.com.vn