Tong quan Social media Listening

  • Published on
    14-Aug-2015

  • View
    113

  • Download
    2

Transcript

  1. 1. a Social Media Listening Lng Nghe & Thu Hiu Khch Hng Triu Nguyn CEO / YouNet Media trieunh@younetmedia.com
  2. 2. Vietnam Social Media Landscape 2015 2 Tng dn s 91.5 mil Active Social Media Users (36% of population) 33 mil Active Internet Users (45% of population) 41 mil Mobile subscriptions 128 mil 13.2% 50%
  3. 3. 3 Average Time Spent Per Day Internet Usage 5 hours Social Media 3 hours Internet Access from Smartphone 2:40 hours
  4. 4. Spend more time on DIGITAL DEVICES 4 More time on Social than Traditional Media 69 mins on TV 169 mins on smartphone 169 mins on laptop 69 mins on tablet Source: Milward Brown 2015 Global: 147 mins Global: 108 mins
  5. 5. 5 Vietnam Social Networks & Apps 2 mil pages & groups 32 mil users 300 mil public posts per month 300K channels 500 sites E-commerce/Retail 1,000 sites 20 mil active users 22 mil active users
  6. 6. FACEBOOK content skyrockets 6 Posts & comments /month 300 triu Related to brands, products, services 25%
  7. 7. Facebook content increased 90% in 12 month 7 Facebook Vietnam Daily Posts (sames period in 2014 and 2015)
  8. 8. 8 Social Media Listening Thng hiu Users Sn phm Marketing S kin / a im Thng hiu Users Sn phm Marketing S kin / a im Cng ngh thu thp & thng k lin tc t MXH & tin tc trc tuyn
  9. 9. From INSIGHT to ACTION 9 Social Monitoring Thu thp thng tin v thng hiu, th trng, ngi dng Phng chng khng hong Social Monitoring Thu thp thng tin v thng hiu, th trng, ngi dng Phng chng khng hong Analytics & Research Phn tch, thng k Xu hng v hnh vi khch hng Lp chin lc truyn thng chn Influencers Analytics & Research Phn tch, thng k Xu hng v hnh vi khch hng Lp chin lc truyn thng chn Influencers Social Customer Care Chm sc khch hng tim nng X l khng hong Social Customer Care Chm sc khch hng tim nng X l khng hong Social CRM Qun tr khch hng tim nng Loyalty Campaign Phn tch khch hng mc tiu Social CRM Qun tr khch hng tim nng Loyalty Campaign Phn tch khch hng mc tiu Social Listening gip thng hiu khng ch Hiu khch hng m cn l nn tng tng tc, chm sc v tm kim khch hng tim nng hiu qu trn Social Media.
  10. 10. 10 Theo di v cp nht thi gian thc, vi gc nhn nhiu chiu, v: Th Phn Trc Tuyn (Share of Voice), Sc Kho Thng Hiu, Tho Lun/Tin Tc, Ngi Dng v a im gip kim sot xu hng & phng chng khng hong. Social Media Command Center
  11. 11. 11
  12. 12. 12 Social Customer Care Social Care thay i khi nim Chm Sc Khch Hng t th ng sang ch ng. Xy dng Social CRM lin kt hnh vi v s thch trn MXH vi khch hng tht, tm khch hng tim nng v xy dng lng trung thnh (brand loyalty). Social CRM Traditional channels
  13. 13. 13 Social Customer Care Da trn lng nghe t MXH v cng ng (social listening), thng hiu c th giao tip v xy dng khch hng tim nng.
  14. 14. Pht hin xu hng nhu cu (Need Trends) 14 Xu hng c xc nh: 1) C lng tho lun/trao i tng nhanh & ln trn MXH, v 2) Tng mc tm kim trn GOOGLE. Keyword: collagen gim cn Category: Health & Beauty SEARCH TREND: Starting to increase search SEARCH TREND: Starting to increase search Conversation Volume: Increasing volume in WEEKLY period in Forums, Facebook and news Conversation Volume: Increasing volume in WEEKLY period in Forums, Facebook and news
  15. 15. Thng k cc xu hng hng u (Top Trends) 15 Category: beauty and health
  16. 16. THANK YOU