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Credential 2019 YNM Eng
Credential 2019 YNM Eng
Credential 2019 YNM Eng
SECTION 01
A GROUP OF LEADING AGENCIES
Full-service solution on Monitor, Measurement, Research & Engaging for Brand on Traditional & Social Media
(with more than 300 experts on technology & market research)
Social
Solutions
#1 Enterprise
Traditional Media Analyst Social Networks Enterprise
SINCE 2008 & Social Social Intranet
(TV, Print, Online News)
Advocacy
PHPFox
THE CONSULTING EXPERTS: MARKET THOUGHT LEADERS
Brand, Campaign Tracking & Crisis Monitoring – Engage & Solve Complaints Audience Profiling – Social
Category Insight Customer Service Sales
Social Listening & Social Care by YouNet Media are now trusted & used by 70% global brands in Vietnam.
MEDIA MONITORING & ANALYSIS
• Our analysis report is based on tracking of both traditional media (TV, Print) and a vast source of SOCIAL MEDIA then our analysts
(accredited by AMEC) analyze quality data to generate insightful report.
• Our integrated media report measure ROME not only in traditional media but also EARNED positive/negative & neutral on SOCIAL
MEDIA to provide full picture of the brand influence & impact
Report
Data Analysis
• List of tracking product: All flagship products & mid-tier products, All TV products, all refrigerator, washing machine, air-conditioner
products
SECTION 02
SOCIAL LISTENING – ENGAGEMENT - ANALYTICS
Our tool & engine cover the LARGEST data sources, scaning all deep web & facebook users wall which usual social listening can’t reach.
This ensure accurate full picture of Social Users response to brand health & crisis.
SOCIAL CRM
REAL – TIME AUTOMATON
DATA COVERAGE 35M Profiles with contact information Fastest response
(mobile) Auto-search, crawl and collect new
2M Pages & Group (80% within 5min - 1 hour)
Age, Gender, Job, Education Level, source & content
Facebook Vietnam
Family status, Income
35M Profiles & Walls Content
300,000 YouTube Channels
i.Campaign
Brand & Crisis Measurement (By
Category Insight Consumer Insight SOCIAL AUDIENCE
Tracking Project) SOCIAL CRM
Report Report INTELLIGENCE
(Always-on) ii.Social Trendspotter
iii.Category KOL
CATEGORY INSIGHTS RESEARCH
SECTION 01
CATEGORY INSIGHTS RESEARCH
WHAT does CATEGORY INSIGHT help Brand?
This service collect all discussions about the whole market/industry/all brands
(within the market on Social Media); then analyze & report to brand in term of 4 main
objectives:
• Understand Social Media presence of MAJOR BRANDS within the Category on Social
Media (no. of discussion? Brand sentiment? Their highlighted marketing activities?..)
• Market perception: How audience perceive brand image in the market? Who’s the
leading player? What can apply? What should avoid?
• Consumer’s insight: key driver of purchase? Key driver of barrier? Key driver of advocacy?
• Recommendation: communication message, channels, tactics…?
Need
Identify Drivers of
Loyalty, Advocacy
CATEG CATEG
WHERE? ORY WHEN?
ORY
RESEA RESEA
Which channels, sources do they use Seasonal, time of day
RCH RCH
COMSUMER INSIGHTS RESEARCH
SECTION 02
CONSUMER INSIGHTS RESEARCH
WHAT does CONSUMER INSIGHT help Brand?
This service collect all discussions from consumer on Social Media related to specific
topics then analyze & report to brand:
• Understand interest and concern of target audience related to specific topics
beyond Brands and product on Social Media (ex: concern of Moms about parenting,
interest of your target audience when it come to music/ education/ love/ beauty…)
• Key finding: What factor brand can apply? To understand? To connect? To take care
consumer
• Recommendation: How to apply? How to reach your target audience?
SECTION 03
WHAT WE DO IN THIS SERVICE
Crisis
Alert
This service base on YouNet Media’s social monitoring technology & research expert
team to deliver both online data & period reports.
SECTION 04
CAMPAIGN TRACKING
Digital campaigns should be monitored and measured regularly to ensure the campaign OBJECTIVES & PLAN are being executed
efficiently BEFORE, DURING and AFTER the campaign: Brand communication (brand essence, brand positioning & perception),
Buzz & Engagement volume, Brand sentiment, Media and channel performance, KOLs performance, Content effectiveness,
Activities effectiveness…
MEASURE IMPORTANT METRICS ABOUT BRAND & CONSUMER JOURNEY
STEP 1 STEP 2
8.7% 10.4%
PURCHASE PURCHASE
INTENT INTENT
11.4% 11.6%
BRAND MENTION BRAND MENTION
From the chart, We can understand which attributes associated with which brand
CONCLUSION & RECOMMENDATION
KEY TAKE OUT SOLUTIONS
BRAND A BRAND B
KOLs activities
Contest
Regulation
Product
features
Perception
TRENDS SPOTTING
(Theo dõi xu hướng)
SECTION 05
TREND CATEGORY (BY THEME OF DISCUSSION)
PROJECT DELIVERABLES
RieNevan Shoes
DISCOVERY 1
14570
Modern Ao Dai
146933
Flower dress
36920
Floral skirt
27179
Streetstyle
DISCOVERY 2
Beret
9956
Fur coats
5189
pattern
HOT ITEMS
Legging
88700
JANUARY 2017
Bomber
86224
Hoodie
45327
Sporty style
DISCOVERY 3
Sportwear set
15900
White sneaker
10253
best friends
WHAT’S HOT ON SOCIAL IN FASHION CATEGORY?
DISCOVERY 4
Galliano
collection
DISCOVERY 1 Domestic SPORTWEAR products RECEIVE HIGH ATTENTION OF YOUNG
PEOPLE ON SOCIAL MEDIA
Biti’s Hunter is the hottest name in January due to Lac Troi MV of Son Tung MTP wearing this product and succesful “Di de tro ve”
campaign. The comeback of this domestic brand receives much support from young people especially for the innovation in product
design and brand’s marketing strategy.
RieNevan, a shoes brand created by a young Vietnamese - Nguyen Ngoc Tien catches high attention of young people and is positively
feedbacked to have good design along with high quality.
Biti’s in “Lac Troi” MV “Di de tro ve” Campaign RieNevan of Nguyen Minh Tien
DISCOVERY 2 MODERN “AO DAI” KEEPS BEING THE HOTTEST FASHION ITEMS
STREETSTYLE
Being hot since the end of 2016, modern Ao dai keeps being a hot fashion items in this spring and has become a familiar item for
streetstyle, yet there is a big controversial topic regarding this item on social media. In January, floral dress, skirt,... are also discussed a
lot on social media, meanwhile Beret is predicted to be a spotlight in fashion category this year.
Relevant Irrelevant
Rank KOL Likes Shares Comments % Relevance
Comments Comments
Letsplaymakeup
1 598 41 252 12 240 5%
(Facebook)
CON THỎ
7 74 1 30 22 8 73%
(removed)
Letsplaymakeup
8 81 2 24 1 23 4%
(Youtube channel)
SECTION 07
BUSINESS VALUES OF SOCIAL CRM
SocialCRM helps Central Group and her companies to understand your customers on social network as well
as to generate leads for your business
1. Enrich your existing customer database with social data (profile, intention, behavior)
2. Social customer portrait intelligence research
3. Lead generation – find your online leads and convert them to your customers
Enabled with real-time listening – users’ social profile & behavior collection
DATA ANALYTICS
CUSTOMER PROFILE ENRICHMENT
ENRICH CUSTOMER PROFILE WITH SOCIAL’S BEHAVIOR & INTERESTS
Brands do have their own customer database but probably with limited information about their customer
(name, phone, transactions). By mapping brands’ customer contact info with our SocialCRM platform, we
enrich your customer information with full social insights (demography, geography, preference, intention,
behavior). Business value to support companies’ loyalty program, promotion program for their existing
customer
SOCIAL SEGMENTATION
Demographic - Geographic
Location Profession Level Education Income Sex Age
Car/House
In Love Shopping Got promotion Brand loyalty Sport Music
owner
Analyze customer
Social Behavioral
5 3 Attributes, Social
Profiles Demographics
Leads uploaded to
Lookalike Modeling Portal
Build up referent
4 Customer’s
7
Portrait
& Segmentations Update profiling
ACTUAL CUSTOMERS
REPORT DEMO DISCOVER BRAND CUSTOMER’s PORTRAIT
For Wine Industry VIA THEIR BEHAVIOR & INTEREST ON SOCIAL MEDIA
THE CHILDISH THE WINE/SPIRIT THE POSER THE OTHER GUY THE RETRO
YOUNGSTER JOBBER MIDDLEMAN
0 1 2 3 4 5 6 7 8 9 1011121314151617181920212223
Over 1000
• Celebrities/ KOL with stylish • Bar/Pub/Club (Highest • Clothing trading/ clearance • Cosmetic Surgery
and attractive appearance, frequency) Group • Beauty Care
e.g. Hồ Ngọc Hà, Hà Anh, Hứa • Popular luxury places, e.g. • Beauty Care Group • Fashion: Well-known
Vĩ Văn, David Beckham hotel/ restaurant / mall/ • Freelance Jobs Group clothing brands, especially
• Beauty Blogger (Vietnam & coffee shop • Talkative Group like Tâm Sự well-known and trendy items
Thailand) • Travel (mostly domestic Eva that can show high-end class
beach) • Young information channel:
• Hair/Beauty Salon Yeah1TV
• Entertaining channel: Chửi
Thuê, Em plus…
DATA ANALYTICS
SOCIAL LEAD GENERATION
LEAD GENERATION – BY PROFILE ANALYSIS
OUR SOLUTION
• Our social listening engine collects 42 millions of user profile attributes, interests and social behaviors
• Our Data-Management-Platform with custom- built-in intelligent specifically for your brand will perform profiling research of
personal preferences and behavior, and categorize which users are potential to purchase your products or services
LEAD GENERATION – DELIVERABLE
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