ASSIGNMENT 13.1

Social Media in Vietnam

VU PHUC – TRONG THUYET

1. What is social media ?

Social media is the interaction among people in which they create, share, and/or exchange information and ideas in virtual communities and networks. It’s a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and that allow the creation and exchange of user-generated content.

Social media depend on mobile and web-based technologies to create highly interactive platforms through which individuals and communities share, co-create, discuss, and modify user-generated content. They introduce substantial and pervasive changes to communication between organizations, communities, and individuals

Definition

Moreover….

Social Media Overall landscape

Join in social media activities 86,9% people in Vietnam online join in these activities

Unique Users 14,5mil unique users in the month of 12/2013

Penetration & Profile

Facebook Users Facebook is the most favorite social media in Vietnam, 99% of people in Vietnam who join in social media activities have an facebook account

Zing Me The largest local social media in Vietnam

Social media behaviors

Social media users behaviors Majority of social media users use them as a channel to update information.

Top 10 PAGES in Vietnam

Top 10 BRANDS in Vietnam

Top 10 CELEBRITIES in Vietnam

Top 10 SOCIETY in Vietnam

Social Youth Trend In Sep – Dec 2013

Love / Sex Category

Source: BuzzMetric

Beauty Category Health Category

School Category

SOCIAL CAMPAIGN FAMILY CREST

Campaign Background

• Coke has been long taken Tet occasions as one of the most promising time to input the spirit of sharing happiness of Coke among the mass audiences. The key visuals of the swallows has become a widely recognized symbol for spring.

•  Tet 2014, when ATL gives the creative idea of “Tết gắn kết”, social

has the objectives of engaging users with that concept, make them feel and take action on social.

Campaign Objectives & Roles of social

+ Build brand engagement with Coke’s happiness sharing spirit in Tet + Stronger image of Coke in Tet

+ Engage users with the concept of Tết gắn kết from ATL, educate users the spirit of connecting people of Coke.

+ Encourage young people have the practical activities in time fully prepare for Tet and more meaningful.

+ Support for other communication tactics on PR, activation / events.

Objectives

Roles of Social

Approaching

Coca Cola is a mass brand, and stands for the sharing happiness

Consumer Insight: the youth is now

ignoring the traditional values of

Tet (connecting) and aims for more

fun / young enjoyment on Tet

Competitor: Pepsi introduces “Tết trọn từng giây” platform

which easily engages with

young audiences

Direction is to create a social platform that enables young target audiences admire the traditional values in a fun and youthful way. And by social

channels, we can spread this platform to become a hot

trend in Tet 2014 and establish a strong Coke Tet 2014

Community on social media.

Idea CAMPAIGN MESSAGE

CÙNG GẮN KẾT, TẾT MỚI VỀ ENGAGEMENT IDEA

FAMILY CREST

Execution CAMPAIGN MESSAGE

CÙNG GẮN KẾT, TẾT MỚI VỀ ENGAGEMENT IDEA

FAMILY CREST Action 1 Inspire

Action 3 Advocate and amplify

Action 2 Engage and encourage

•  Campaign awareness •  Wa k e - u p Yo u t h f r o m

normal-Tet-boredom

•  Engage with consumer for family connection in Tet

Ac

tion

o

bje

ctiv

es

Ch

an

ne

ls

•  Online PR •  Social media (FB, forums,

KOL) •  Video channels •  SEM

•  Facebook application •  Online PR •  Social media (FB, forums,

KOL) •  Display booking (GDN, FB

ad) •  SEM

•  Public event •  Public activation •  Online PR •  Social media (FB, forums,

KOL) •  Video channels. •  OOH •  SEM

•  Make consumer spread out campaign activities

•  Amplify the result

•  Inspiration clip •  Instruction clip •  Good crest showcase •  S o c i a l s e e d i n g a n d

spreading •  Social endorsement

•  Facebook app: Tạo logo Tết, gắn kết gia đình

•  Activation: Decoration at big venues for people

•  PR Articles

Tac

tics

•  Campaign wrap up big event: Tết gắn kết at Cresent Mall.

•  Connecting truck activation recap and spreading – Community crest

Execution – Campaign Content

Action 1 Inspire

Action 3 Advocate and amplify

Action 2 Engage and encourage

Execution – Always on content To support and promote for the Tết gắn kết spirit

Execution – Communication Support Content To support and raise awareness / eagerness about other media tactics

Outcome

•  Fan growth: from the publication of the page (6 / 12) to Tet 2014, there are 50,000 fans joining the community.

•  4,393 Family Crested created and thousand of gifts to be delivered to users, and many earned media from user’s sharing.

•  High interaction of both fan page and social hot fan pages.

Key learning points

•  It is a great welcome of Coke to bring a new platform on social to users which both make them interested and convey successfully the brand spirit.

•  The expectation of making it a hot trend in Tet may not be accomplished due to many reasons, but when it comes to a great big idea, and good execution content, it also should come up with media investing.

•  The idea of the platform plays a vital role in the campaign; however, it is expected to let the content speak more to engage more on the Tết gắn kết spirit. If it is not inspired enough, users will not join. Nevertheless, the content is more on promoting the platform than raising the spirit and making it a trend.