fanpage review

FANPAGE REVIEWG7 | Nestcafe | Vinacafe

Nguyen Tran Quoc Thinh

Ho Tan Hung

Huynh Hanh Nguyen

Pham Thanh Hung

Instant coffee Overview

Outline

1)Current situation

2) Why they enter in Fan page ?

3) What they want to do from Fan page ? (Business Challenge, Marketing objective, Communication

objective, Target audience, Communication mission on Fan page)

4) How they do on Fan page?

4.1 Content analysis: (Content category; Tone of voice; Tactics)

4.2 Wow point

4.3 Worst point

4.4 Demonstration figures

5) Who is the champion?

6) Recommendation

Current Situation

Annual revenue achieved a stable growth over recent years with: • USD 108 million in 2009• USD 109 million in 2010• USD 122 million in 2011• USD 130 million in 2012 CARG = 6.9%/year

The key to win the instant coffee market is the domination of 3 in 1 instant coffee

82% of the total market share is belong to the big three players: G7 (Trung Nguyen), Nescafe and Vinacafe …

(Euromonitor, 2011)

THE RED MARKET with many competitors from both domestic and foreign competitors (at least 7 considerable players such as G7 (Trung Nguyen), Vinacafe, Nescafe (Nestle), Rock Café, MacCoffee… ) It is necessary for those big three players enhance their marketing activities to create a strong brand equity in customer minds.

70%and down to of the total marketshare due to the evasion of foreign brands

(W&S, 2012)

Why do they enter in Fanpage?

Based on data from INTERNETWORLDSTATS 2012

Target customer

Analysis

Oops! This part need more focus. It is gonna be a little rough

G7

Nestcafe

Vinacafe

What do they want to do on Fanpage?

Business Challenge • The outlet networks is evaded by Highland Coffee and in term of modern trade distribution, they are in disadvantage positing compared to Nescafe due to their poor promotion programs

• Finally, they are struggling in the way to link the functional aspects of a coffee beans to the brands.

Marketing Objective Positioning as the coffee for creativeness, the drinks for the brain, not for stamatch, G7 Trung Nguyen try pull customers to them for enjoying the functional benefit of a coffee bean (creativeness) win the battle

Communication Objective Via its message “Khi cần sáng tạo hãy chọn Trung Nguyên”, they try to create the belief that the coffee beans can functionally generate creativeness

Target audience 18-40 years, both male and female (prefer male), office staffs, student, supervisor …, patriotism, national spirit, big aspirations, Vietnamese people should use Vietnamese product

Communication mission on Fanpage:

- Recruit more fans to let more people enjoy creativeness- Understand and believe in brand message- Create habit to drink coffee for creativeness

How do they do by using their contents?

1CONTENT

ANALYSIS

INSPIRATION PICTURES(32%)

MINIGAME CONTEST(35% posts)

TIPS FOR COFFEE USAGE (7% posts)

CORPORATE NEWS and TVC(15% posts)

RELAXATION AND OTHERS(13% posts)

Types of content:

Diversified tone of voice:

Strong, masculine, clear, definitive … Normal, a little bit feminine, clear, long, romantic …

Story, corporate news: max 2800 characters

Hot topic: World Cup mini game: max 1300

characters

Pictures, promotion, new products …: max

750 characters

From 1 Jan to 9 Jun:

Contents couldn’t generate likes from fans

From 9 Jun to 9 Jul:

Contents generate a considerable likes from

fans

Challenge: what will happen after World

Cup finish?

Avg. Fan Recruitment:1,224 likes/day

“Unbelievable …”

Source: Fanpage Karma

Works with pictures are good,but those others are so bad

Source: Fanpage Karma

Picture analysis

Displayed picture do not reflect the brand essence about creativeness The content and picture are also unparalleled, the picture do not support for the content

How about these things ?

At lease, they are good at reflect the brand essence, but there are only about 2 or 3 things like this from the beginning of this years

Hot topic: • Mostly World Cup Mini Game can generate lots of reactions• The rest were around only 50 likes or less

Hot topic: World Cup Mini game[CÙNG TRUNG NGUYÊN THỬ TÀI TIÊN TRI

BÓNG ĐÁ]Activities focus on building brand equity are almost ignored,“IS IT REACHED TO ANYONE?”

Source: Fanpage Karma

Try to position G7 is the drink for creativeness …

… however … Not many people think coffee is need for creativeness

Source: Fanpage Karma

2 AUDIENCES

ENGAGEMENT

Post rate: A regular poster

(around 1.4 posts/day)

G7 coffee is a regular poster but unfortunately … they choose the wrong days“SHOULD BE ON WEDNESDAY, TUESDAY IS ALSO OKAY BUT THEY JUST BE THE SECOND”

2 G7 Facebook??? Who is the truth???

Source: Fanpage Karma

DATA UNAVAILABLE ???

G7 coffee is trying to keep up with fans (53.3% fan post receiving) but …

… their response time

is around 172.1 hours

Source: Fanpage Karma

3 WOW POINTS

WORST POINTS

WOW POINTSAvg. Fan Recruitment:

1,224 likes/day“Unbelievable …”

At least, G7 choose the second hottest day (Tuesday) to interact …

Source: Fanpage Karma

WORST POINTS

• The level of service is low• The time to response fan is very late• The variety of topics prevent to create a brand

awareness (both brand recognition and brand recall) in customer’s perspectives

• The brand essence about creative coffee do not create an impression in customers minds, the way they impress the idea is also vague

• The pictures they use to too common to distinguish those from G7 or other brands

• Many topic couldn’t generate actions from fan, but the topic about World Cup (do not contribute to build brand)

• Wrong day choice to focus on posts. • There are some negative posts in G7 fan page but

receive no actions from fan page admins, even delete it …

• Contents of other post types is poor for both quality and quantity

ALL SUCK!!!

… although choosing the wrong day to put the most

effort is bad already

Video content is poor

Source: Fanpage Karma

What do they want to do on Fanpage?

Business Challenge VinaCafe has the product made from 100% coffee bean , but the consumers now familiar this character with the other competitors’ VinaCafe must strengthen its characteristic by using It heritage value. “ Authentic since 1968

Marketing Objective Use Ownership competency “authentic since 1968” to make a new character for the brand. Make the youngsters understand the value of heritage

Communication Objective Increase brand awareness through giving consumers a story about heritage ( website). Let them involve in the story every day ( fanpage’s new posts)Create a “ Chat” lifestyle for young adults

Target audience 18-35 yearsLove café, love the simple but elegant lifestyle, the nostalgia.

Communication mission on Fanpage:

- Recruit more fan to let them involve in the story of VinaCafe- Understand let them understand the story of VinaCafe and brand value

which are authenticity and heritage.- Create a life style so called “ CHAT”

How do they do by using their contents?

1STRATEGY

Facebook fanpage

Events

TVC

Website

“CHAT thoigian”

Photo Contest

“CHAT thoi gian” photo contest will attract viewers to like, comments and share on Facebook

Use the sincerity and authenticity to make viewers know the story behind the brand. Drive them to Facebook fanpage and the contest

Facebook fanpage will pull users to attend in their story by posting everyday. Use storytelling technique and the

“ CHAT thoi gian” photo contest and exhibition in HCMC

TVC focus on authenticityHow the coffee were madeThe coffee made of 100% coffee bean are link to the heritage of the roasting process

2CONTENT

ANALYSIS

INSPIRATION PICTURES PHOTO CONTEST

CORPORATE NEWS and TVC

RELAXATION AND OTHERS

Tone of voice: male voice, sincere, experienced, deep.

Type of posts: [ buổi sáng của CHẤT] [CHẤT cà phê] [Sống thật CHẤT] [Lựa chon của CHẤT]

[ Cảm hứng CHẤT] [Cuồng nhiệt CHẤT] [CHẤT cười chút chơi] [ Hãy yêu Việt Nam thật CHẤT] and no title

posts

Content: nostalgic, positive, inner world, just simple thing happen in our life, story telling technique.

• Diverse lengths of post• Most of them include

pictures.• Links and videos have low

reactions.

Source: Fanpage Karma

Source: Fanpage Karma

Picture analysis

Those are beautiful, careful edited. Tagged with a logo “CHAT –since 1968”

Do those pictures really match the mood stream of the fanpage?

Hot topic Weak topic

Simple, authentic, sincere stories. The picture match the mood of the content.

Is it related to the mood?

3 AUDIENCES

ENGAGEMENT

It is hard to find this page unless the viewers are driven from website or the other sources.

Source: Fanpage Karma

Because the characteristics of the posts are defined by the page, it is hard for the fans to post anything out of topic to get like, or comments.

The average time until response is 12.1 hours. Most of the comments are related to the users’ emotional opinions, it is considered acceptable with this time.

Source: Fanpage Karma

4WOW POINTS

WORST POINTS

WOW points

• High quality posts, pictures.

• Lack of commercial posts in the fanpage.

• Make the content natural, encourage people to share their points of view.

• Do well its role in the overall marketing campaign.

• CHAT becomes a unique part of the fanpage not only just a fanpage’s name.

WORST points

• So … what is CHAT? ( authenticity. Heritage, honesty, stylish..)

• how “CHAT” life style link to the “ Heritage”

• Overuse “CHAT”

• Limit the contents which are all about “ CHAT”

What do they want to do on Fanpage?

Business Challenge 3in1 has done a great job in selling coffee. But failed to create an emotional connection with people.

Marketing Objective Make people love Nescafe and believe that Nescafe is coffee of sharing

Communication Objective Create “Yêu lắm hạt cà phê”(localization)

“Lắng đọng trong mỗi ly café là một tình yêu sâu sắc dành cho hạt caféViệt Nam”

Target audience 18-35 years

Communication mission on Fanpage:

- Recruit more fan- Understand brand and love brand- Driving habit into drink Nescafe (twice per day)

How do they do by using their contents?

1CONTENT

ANALYSIS

Content category:

• 15%: News/ Brand information

• 70%: Tips for enjoy living & working

• 15%: Activities (contests + supporting activities)

Tone of voice:- Young, lively- Sincere, soft- feminine, “ life is PINK”

Activities (contests + supporting activities)

Tip for enjoy living, tips for live active

News/ Brand information

Tips for enjoy living & working as following: - Khỏi đầu ngày mới- Tỉnh táo và phấn khởi- Động não, giải trí- Lưu ý sự kiện- Yêu đương, hò hẹn- Tách café (hình tượng ly đỏ)

Tactics:

• FANS’ ACTIVE HOURS: 9am, 2pm and 9pm.

• NUMBER OF POST PER DAY: 1 post per day

• TIME FOR POST: is it right time?

Source: Fanpage Karma

-Response rate with fan (fan post on timeline)-Respone frequency

Tactics:

-Service level (the likelihood of fan post with like and comment)

20.2%22.3%7.4%

7.4%

42.6%

Source: Fanpage Karma

Top posts

- Pics are ugly - Status is about company or product

Weak posts

- Pics are creative and beautiful- Status is about caring, loving

Source: Fanpage Karma

Nescafé prefers using pictures than videos, links but it’s effective to make high engagement.

Source: Fanpage Karma

The colors and the contents of the pictures suitably demonstrate and match the statuses which are related to

joy, relaxing

Picture analysis

2 WOW POINTS

WORST POINTS

- Optimize the image of Nescafe cup for any interesting subject of Target customer with very creative way

- Utilize the special day and link to Nescafe emotionally

WOW points

The content of Fan page did not support the message of marketing campaign in the real time -------> sometimes the customers are confused and did not remember brand personality.

- Repeat picture used on Fan page

Communication objective

VS

Facebook content

WORST points

Demonstration figures

Source: Fanpage Karma

It seems to be that NESCAFE leads at all. But does NESCAFE win the battle ?

Source: Fanpage Karma

Source: Fanpage Karma

Source: Fanpage Karma

Post interaction

No. of post

Vinacafe is more active than Nescafe

Nescafe is higher interaction than VinacafeSource: Fanpage Karma

Engagement

Vinacafe is higher than Nescafe Source: Fanpage Karma

Ad value

Actual, Vinacafé win the Battle

Source: Fanpage Karma

RECOMMENDATIONS

CONTENT • Think again about the objective: “is it true that coffee can functionally generate creativeness?”

Whether the objective is SMART? If not, change the strategy, focus more the emotional aspects of how coffee can help us think more

creatively, inspiring us more when we do things

• The pictures, the wordings must be used in the creative way, must create the feeling that there is only one place which is G7 can

provide those pictures, can’t find in any other place

• Develop more photo collection about creativeness, creativeness can be anything around us, not only coffee but G7 will let you more,

inform you more about something you never know before about your life

• Develop creative contest, invite people joining the trip to learn more about coffee

• Tone of voice should be more focus on, whether male of female, and it must be absolutely suitable with the post contents

G7 FAN PAGE RIGHT NOW DO NOT HAVE THEIR OWN CHARACTERISTICS IN TERM OF THEIR POSTS, THEY ARE SIMILAR TO OTHERS

HOW CAN THEY MAKE PEOPLE REMEMBER ABOUT G7 FANAGE ???

THEY NEED TO CHANGE IT, CHOOSE ONLY ONE MAIN CONCEPT, AND EVERY OTHER THINGS MUST BE DEVELOP AROUND THAT

CONCEPT

RECOMMENDATIONS

• Increase the responding time, service level

• Pay more attention to negative posts, need to do some actions (leading conversation, explain, remove …)

• Still focus on Tuesday but use the most efforts on Wednesday

• Do something with the fake G7 fan page

• Try to create more activities focus on building brand equity and generate more reactions from fans

CUSTOMER ENGAGEMENT

RECOMMENDATION

• Set up up-to-date campaign or promotion that relates to current social events to

bring new blood to the fanpage. (music video contests)

• Encourage users to share the pictures by give messages in the pictures

• Redefine the meaning of “CHAT”. Use it appropriately.

• Some content can be explored: review new coffee shop ( that use VinaCafe product,

how to make a good cup of coffee,..)

• Use new material to put in the content instead of those related to “ CHAT”. This one

is not straightforward; however, it is necessary to create a new path for the content

to maintain and gain more viewers in long term, compared to Nestcafe fanpage’s.

RECOMMENDATION

• Content in fanpage must support for the communication strategy.

• Increase post frequency from 1 post/ day to 3-5 posts/ day

• Explore more new material to enrich the content because of the potential in

maintaining and gaining more fan in the future. Therefore, the creativity of

the posts must inspire viewers. Can use some websites to support the posts.

(Pinterest, Youtube,…)

THANKS FOR YOUR LISTENING!