Manage online reputation & market watch with:

SOCIAL LISTENING & MARKET

INTELLIGENCE

Nguyen Hai Trieu / CEO

trieunh@younetmedia.com
0913-674-095
 About YouNet Group
An one-stop-shop for Social Analytics, Research & Social Network Builder for
brands & enterprises

Social Listening
Digital Marketing &
Online Reputation
Communication
Management
Social CRM & Lead
Generation
SOCIAL
BUSINESS
ECOSYS

Media Tracking & Analysis Global #1 niche Enterprise

social network Social
solution Intranet

2
 Total Social Media-based Solution for Enterprises
2010
Build your
own social
network
Founded since 2010 with US &
VN offices
We help global customers build
niche social networks for
branded & unbranded
communities
Had been #1 most perferred
niche social network developer
in North America market
(SocialEngine, PHPFox
platform)
R&D since 2012 Founded since
2013
The true real-time social media
listening solution for Vietnam,
Myanmar.
Help companies & organizations in
managing online reputation,
understand target customers
feedbacks, engage and build brand
love with Social Customer Care &
Social CRM
Discover & research of Audience &
2014
Gold partner of Bitrix24
solution
Help companies &
organizations in building
Internal communication &
collaboration solution
(SOCIAL INTRANET) which
increase sifgnificantly
effectiveness of Organization
Team Collaboration, Workflow
processes
3
 YouNet Management Board
We are proven experts in Internet, Marketing, Research and Computer Science Technology

Nguyen Anh Hoa Nguyen Hai Trieu Nguyen Cuu Long Quan Thanh Tho Nguyen Thi My Hanh
YouNetMedia /Partner YouNetMedia
VP of Business R&D Director Comsights Head
YouNetCo / CEO & founder CEO & Founder

Master of Computer 18 years in Internet 18 years in Marketing, PhD. Computer 10 years experience in
Science business Media Science Media Tracking &
(Houston University, MBA (Uni of Hawaii, USA) Brand & Marketing (Nanyang Technological Analysis. Hanh got
University, Singapore) Guiding Star Leadership
USA) Master of Computer Manager of Tiger Beer, Award nm 2013 and
Head of Software
Researcher in Semantic Science (UT - HCM) Sony Ericcson, Coca-Cola, recognized as one of
Engineering Department,
Web Triumph University of Technology, leading positions in SEA
14 years in Internet Former CEO/COO of Search VP of SoSmart (Golden HCM when she was Country
Development Engine (WADA.VN), Digital Focus Media). Manager at iSentia
Expert in data mining,
Vietnam
Internet Entrepreneur Production (Pyramid- natural language
Consulting) MBA (Maastricht) processing

4
Talented middle management team
Our technology platform and research/report service is executed by experienced talents in the field.

Mai Cam Linh Truong Sy Dan Pham Tan Du Nguyen Thuy Giang
Client Service Manager Category Champion Category Champion Research Manager

Linh has 5 years working Dan was a lead FMCG Du was well graduated 7 years of research
in Social Media Marketing, category, working at BA (Hons) Management experience (TNS,
Monitoring and Client Nielsen Consumer Insight Studies at University of Nielsen), worked on many
Service for brands such division. Nottingham (UK) projects from proposal
as Electronics (HP, Dan had 3 year experience Over 3 years of initiation to analysis and
Samsung), Nutrition, in Consumer Research research experiences reporting. She specializes
Banking/Finance, Airline, working with FMCG Clients (TNS, Intage). In charge mostly in quantitative
E-commerce.. like Unilever, Masan, VBL of both Qualitative and consumer surveys for
and Finance clients such Quantitative Research various industries
Linh is a bachelor of as HSBC, VietinBank Methods including FMCG,
Marketing from FTU. Experienes in Tobacco, Healthcare, Banking,
FMCG, Real Estate, Electronics, etc.
Banking

5
From INSIGHT to ACTION
SocialHeat helps BRANDS not just understand brand & customer insight from Social Media, but also
engage/store/analyze the customers leads base, identify potential customers for long-term conversion to
sales & loyalty.

Listening Understand Engage Convert

Social Media Social Media
Social Customer Social CRM
Listening Command Center
Care
Brand, Campaign Crisis Monitoring Engage & Solve Audience Profiling
Tracking & Category Customer Service Complaints Social Sales
Insight

6
 WHAT YOUNET MEDIA HELPS BRANDS?
BRAND NEEDS YOUNET MEDIA HELPS

Brand Building Online Brand tracking

1
Crisis Alert & Management

Communication
2 Measurement Campaign measurement

BRAND

Category intelligence Category & trend report

3

Social Customer Care Social Care / Social CRM

4

7
We are trusted by global & local leading
brands
YouNet Media & our partner have won trust of more than 70% global brands in Vietnam. We help customers
transform from in-effective global tools (such as Radian 6, Sysomos, iStentia,) into our solution with much
bigger & better data insight.

8
MEDIA TRACKING & ANALYSIS
How we are different from others which help us become TRUSTED
monitoring & research partner of global corporations

9
Traditional Media Monitoring &
Analysis
MB is a subsidiary partner of YouNet Media, specialize in monitoring and in-depth media
impact analysis for News, TV.
Our analysis report is based on tracking of both traditional medias (TV, Print) and a vast
source of online news, then our analysts (accredited by AMEC) analyze quality data to
generate insightful report. We help our customers recognize the market status and brand
reflection from media in order to make sound and effective strategic decision.

Rep
ort

Data Analysis

Data Filter & Selection

Data source capture

10
Monitoring TV and Papers
We help brands monitor in a large source of TV channels (up to 20) and print media for
daily watch.

11
Industry experience
Our team are experienced executives and managers from Media Agencies (iSentia,
Mediabanc,), but our service quality goes beyond it thanks to our team commitment and
work philosophy.

Experienced industries:
Media channels:
Consumer electronics
Automotive Papers & magazines > 350 units
Motobicycles TV >15 channels
Finance & Banking Radio >4 channels
Beverage Online >1.000 websites
Milk * Number of channels can be added by contract

Real Estate
Pharmaceuticals

12
Typical customers
With smaller size, but higher commitment and experience, we are trusted by premium
corporations in Vietnam such as

13
1 HOW SOCIAL LISTENING WORKS

14
Social Listening: How it works?
SocialHeat is the most comprehensive real-time collection & analytic platform for Consumers
conversations on all Social Media Channels in Vietnamese.

Using relevant keywords, we extract and build a relevent set of data (based on time period,
audience demographics and geographics), categorize, score and do analysis for brands evaluation,
U&A, marketing measurements and sociatrend report.

Data Brands Insight

Categor Consumers Insight
ization
Product Innovation
Sentime Marketing Measurement
nt
Rating Social Trends

Vietnam Social Media:

1,600,000 Facebook fanpages & groups
Largest
30M Facebook profiles (with mobile number)
Social Data
250,000 Youtube channels
Sources 3000 Online news, forums, review, Q&A, Retail sites
Of VIETNAM 10,000 personal blogs

15
 UNIQUE ADVANTAGES
Our social listening & profiling system wins customers trusts thanks to our advanced technology. The platform
was developed by our global knowledge with customization for local data source & our research expertise

Automat
DATA COVERAGE SOCIAL CRM
ic

REAL TIME AUTOMATIC

1,6M Pages & Group 30M Profiles with
Facebook Vietnam contact information
Fastest response Auto-search, crawl and
(mobile)
(80% within 5mis - 1 collect new source &
30M Profiles Age, Gender, Job, Education
Level, Family status,
hour) content
Information
300,000 Youtube Income
Channels
AUTO SENTIMENT SOCIAL MEDIA VIEWS/REACH
3,000 online news,
ENGINE COMMAND ESTIMATION
forums, Q&A, reviews
10,000 blogs CENTER
The only platform which The only social listening
really integrate with Advanced Crisis which estimate # of
And continuous update
Sentiment Rating Engine Monitoring & Alert VIEWS on all articles &
from Google Search API
with 80-85% accuracy. (email, SMS) posts.
for other sites

16
User friendly & powerful metrics

17
Auto analysis of Owned Earned Paid Media
By setting owned and paid media into the tracking, all buzz and contribution (%) by media are automatically calculated by selected
period. TAGS are used to identify Consumers Purchase Decision Journey and Buzz contribution to the total brand buzz.

18
Social Profiling System: indication of influencers (KOL) and contact
info

19
2 BRAND & CATEGORY TRACKING

Social Media Command Center

Brand & Competitors Tracking & Analysis

Crisis detection: Brand & Category
Category trend report.

20
Social Media Command
Center
SMCC provides real-time tracking & analysis dashboard espcially designed for TV screens, with
multiple persepectives into Online Share of Voice, Brand Health, Discussions/News, Users Profiles
and Location best for brand tracking & crisis prevention.

21
Social Media Command
Center
Our Social Media Command Centers have been setup for FMCG Clients such
as Tan Hiep Phat, Nestle and Banking & Finance customers

22
23
Reputation Monitoring
SocialHeat not only collect converstaions, we crawl audience profiles in Facebook to identify relevant audience
demographic & locations for better analysis.

Our consumers analysis can be drilled

down to different Demographics &
Locations (regions)

Users Personal Phone Contact Info:

We can map mobile phone number to 70% FB

profiles for faster/better crisis resolution.

24
 Instant alert of potential crisis
Crisis detection from each posts and sources by automatic sentiment rating and by tracking crisis
keywords. ALERT by email & SMS.

Real-time crisis & issue alert:

Crisis Serious Negative discussions or news
Alert Negative Threads which have HIGH reach of users
ALERT setup or engagement (comments, replies)
Negative posts from influencers.

25
Estimation of Users Reach
By our prioprietary algorithm, SocialHEAT is the only tool which can estimate number of VIEWS from all the buzz
in all and each media.

BENEFITS:
1) This is very important to measure effectiveness of PR & VIRAL campaigns in both online news & social networks

2) Crisis scope estimation: How LARGE the negative discussions have SPREADING?

3) Which channels give better ROI in term of consumers reach?

26
Crisis Management Framework

Listen Talk
to what people say to people like
they are
people

REPUTATION
MANAGEMENT

Engage Measure
Building What, where
relationships and how is the
issue?

27
 A common step how ONLINE CRISIS starts

Mi xut hin 1 Chia s trn cc Suy gi s ch d

bi/post trn: fan pages (FB), lun theo thi gian,
1. Forums forums... Cc knh media hoc c s kin khc
2. Facebook c truyn thng vo xut hin
nhn cuc (truyn
Cc bo mng
3. Youtube hnh, bo,..)
4. Trang blog trch dn li t
5. Mt bi bo. MXH, din n...

28
 How Crisis Starts &
Spreads
Crisis goes
Consumer MASS
Complaints

Buzz starts

Facebook started.
News/Media
Amplify

29
Crisis management process
Problems are identified and solved in 4 major steps thanks to Social Listening & Alert
technology.

(1) (2) Evaluation &

Planning (3) Action (4) Report
detection
Brand tracking in Evaluate negative threats, Confirm RESOLUTION Report crisis
realtime category into LEVEL of and ACTION: management result
crisis. Brand health impact
Alert by SMS & Email 1. Neutralize negative (negative vs positive)
(with sentiment level) Crisis Levels: discussions. Brand perception
1. Inquiry for 2. Personal contact change
information 3. Threads deletion Details of
(Questions) 4. Crisis SEO conversations trend.
2. Trivial Complaints
3. Serious Complaints
4. Brand crisis

30
 Collaborative process of crisis management
Specific working process with brand team will be defined for each client & industry

Detect Risk/Negative Alert crisis Evaluate situation

1
Propose & confirm
Monitoring resolution

Remove from Google Bad content removal

Search Result Solve problems with
(SEO, content CS/PR team
promotion) Neutralize & manage
discussion direction

31
CRISIS TRACKING: brand category
competitors
Tiu cc khng ch xut pht t thng hiu, sn phm m cn t i th, ngnh v nhn vt i
din

THNG HIU Keywords: tn thng hiu, sn phm

& SN PHM Phng php: pht hin trc tip

Keywords: t kho ngnh (vd: Sa gi, sa vn cc)

NGNH SA Phng php: theo di ring crisis ngnh kim tra kh
nng nh hng cnh bo khch hng

Keywords: t kho ca i th AND t kho tiu cc

I TH Phng php: kim tra kh nng nh hng chung
ngnh
cnh bo khch hng
C BIT:
Tiu cc t Pht hin comments tiu cc
Comments truy xut & pht hin POST/bi tiu cc hay khng
cnh bo khch hng.

Keywords: theo di tiu cc v nhn vt lin quan.

NHN VT
Phng php: cnh bo khch hng nu c kh nng.

32
 Example of crisis detection for milk
category
Kh nng pht hin tiu cc c trn nhng Post dng hnh nh, khng c t kho Thng Hiu v sn phm, nh
vic theo di cc nhm t tiu cc chung ca ngnh sa / hoc t comments ca ngi dng.

Keywords: t kho ngnh (vd: Sa gi, sa vn cc, sa

NGNH SA b)
Phng php: theo di ring crisis ngnh kim tra kh
nng nh hng cnh bo

T kho bt c: Sa AND b nh no

V, comment c t: sa gi

33
 BRAND & CATEGORY ANALYSIS

1. Brand pefformance on social media:

Marketing Communication evaluation
Consumer perpcetion & feedback
2. Competitors comparison
3. Consumer insight: need, gaps, satisfaction,
disatifsaction

34
Process of Social Media Research
Steps to create data verify scoring and reporting based on Social Data.

Verifying
Data Data &
Classifyi Quality Reportin
Pool Sources ng data Control g

Create Data Pool Verify Audience Profiles Valid data is Statistics data analyzed
with KEYWORDS: (exclude irrelevant audiences: double- by qualified Social Media
related to Power Seeders, Male.) checked by QC Researchers to provide
Milk, Moms usage Review & classify all mentions team to ensure insightful report about
& behaviors, Milk Mark appropriate tag & attribute to the quality of defined objectives:
brands the crawled data according to our data
objectives:
Brand perference
U&A
Purchase Drivers & Barriers
Loyalty/Adocacy drivers

35
Research on consumer behaviors at each stage of their
journey to answer 5W+1H in their usage attitude

What do they Identify Bariers to

talk about Purchase
before they Identity Factors to
even need the consider before Identify Purchase
product Purchase Drivers

Need

Identify Drivers of
Loyalty, Advocacy

Identify Drivers of
Brand Defection

36
Below are Some Examples of Brand Report

+ LIKE CGV LOVE

Lotte Cinema
SENTIMENT

Galaxy

- DISLIKE HATE

PASSION INTENSITY
37
Brand on social: trend and major marketing
tactics
Seeing trend of brand conversation & user feedback to understand major actions & events of the period.

New Social
Contest

Mini game
related to new
promotion (link)
Anti-discussion in a A
group XYZ MY BRAND

BuzzTrend In last 3-month

38
 Brand Trend Map: mi quan h gia tho lun v cm xc
Brand trend map gip brand hiu V Tr cng nh s dch chuyn/performance ca brand trong tng thi k
(buble movement).

Tho lun Vinamilk

tch cc

Friesland Campina

Nutifood

Ch s cm
xc Lng tho
(Brand lun
sentiment) TH Truemilk (Buzz
volume)

THmilk
Tho lun
tiu cc Kch c ca hnh trn phn nh th phn tho lun
ca nhn hiu trn social

39
 Brand on social: Share of Voice
Share of voice over periods (month, week) help brands understand what competitors are moving and have timely
actions

Latest Month
Volume trend (May November 2015) Accumulated SOV
SOV
0.07
14829 14810
29% 14309
39% 13204
51%
46%
66% 66%
13% 19%
83%
18%
Base: 50% Base:
55% 70,086
26% 14,810
17%
31%
61%
4996
31%
4112 3826 43% 23%
26%
30% 2740
1627 16% 15% 19%
1226 1074 1418
11%
803 7%
2%
351

40
Customer insight: segment by age, location and
time
Advanced social listening with profiling system to understand different Customer Insight from different regions &
demographics

WHEN DID THEY

WHO ARE THEY? WHERE ARE THEY
ENGAGE?

WEEK
WEEK TIME
TIME Mention
Mon 2609
%
Tue
32 1632
Wed
NORTH AREAS 1759
45% of total audiences Base: Thu
n=13,285 Fri 1676

68 1651

CENTRAL AREAS 1827

Sat
8% of total audiences
Sun 2131

DAY
DAY TIME
TIME
%
HIGHLAND AREAS 39
2% of total audiences

SOUTH AREAS Base: 2

45% of total audiences 26 n=13,285

33

41
 Thng tin ngi dng tham gia tho lun v nhn hng VNM 100% v
TH True MILK (*)
Cc tho lun v hai nhn hng sa u tp trung phi n v tui t 18t 34t. Ngi dng cc thnh ph ln: H Ch Minh, H
Ni, Nng & ng Nai tho lun si ni v cc nhn hng ny trn mng x hi

GII
GII TNH
TNH (NAM/N)
(NAM/N)
TUI?
TUI? (%)
(%) H
H
U?
U? (%)
(%)
0
32.5
0
25 18.2
Khc 1.3% 66.7
9.1
6
1.2 4.3
32.3 66.3 0
2.8
% ngi tho
(n =1,614 %lun) 1.2

0
H Ch Minh 34.6
0
35.6 H Ni 20.8
Khc 1.5%
57.4 Ngh An 4.7
4.8
Nng 3.3
27.0 71.5 1.9
0.4 ng Nai 2.0
% ngi tho
(n = 5,166 % lun)
0
(*) Thng tin ch thu thp trn knh
Facebook
42
 Thi hi thoi & Ch tho lun (vd: TH True MILK v
VNM 100%)
Trong thng 1/2016, sn phm TH Truemilk ang b khng hong v phn hi tiu cc v sa h hng
Vinamilk cng b nh hng lin i vi s lo lng ca NTD v kh nng sa gi.

Ch tho lun v VNM 100% Ch tho lun v TH True milk

6 14

20 1 71.6

Thi Thi hi thoi (%)

2 14 1.0 hi thoi (%) 7.4

8 2 3.7 8.6
14.5
5 4 3.0 1.9
4.6
2 1 1.0 0.6
1.23 26.5

3 10.1 0.6
64.9
1 1 2.0 0.6
0.62
80.9

n = 2,501 tho lun n = 7,414 tho lun

43
 Phn tch theo a phng: nhn hng TH True MILK v VNM
100%
Phn tch kin ngi tiu dng t 2 min Nam Bc

THI
THI
HI
HI THOI
THOI (%)
(%) CH
CH
THO
THO LUN
LUN (%)
(%)
12.9 3.8

5.9 21.6
Min Bc

0.1

0.33 0.3 0.2

74.6 0.33 0.7 0.3 0.2

81.2
0.33 0.3 0.3 0.1 0.9 0.09
n = 300 tho lun n = 1,168 tho lun

THI
THI
HI
HI THOI
THOI (%)
(%) CH
CH
THO
THO LUN
LUN (%)
(%)

15.9 2.8
Min Nam

2.8 0.1
32.6
0.1
1.5 0.65
64.7 0.1
0.22
0.2
81.4
0.220.43
0.2 0.07 1.4
n = 461 tho lun n = 1,394 tho lun
(*) Thng tin ch thu thp trn knh
Facebook
44
 Knh truyn thng x hi tho lun v nhn hng TH true
MILK, Vinamilk 100% & Dutch Lady 20+

Ch yu cc tho lun TH
TH true
true MILK
MILK (%)
(%) Vinamilk
Vinamilk 100(%)
100(%) Dutch
Dutch Lady
Lady 20+
20+
ca nhn hng n t
Facebook (hn 90% tho
lun ni chung). Vi 1.2 0
3.2
3.0 0.7 Facebook
nhn hiu TH true MILK,
bo ch cng ng gp News
3.0% tho lun trong n = 2,501 n = 450 Forum
n = 7,414
thng v ch yu l bn tho lun tho lun tho lun
Youtube
lun v vn cht
lng sa TH true MILK. Blog
Vi TH true MILK v 95.5 96.1 100 Ecommerce
Dutch Lady 20+, nh
cc trang fan page ca
nhn hiu hot ng si
ni nn ng gp
lng tho lun ln choNGUN
NGUN THO
THO LUN
LUN CH
CH YU
YU
thng hiu.
Vinamilk 100% c tho
TH true MILK 93 on - Hi Kho 66 Bn Thn Ca M 3
lun t cc trang c
a Gio Dc ...
nhn nhiu hn, ni bt Dutch Lady Vietnam 4
Tui Tr 130 B Khe Ln
l 67
Nhanh
a im n ung Si Hi thanh l m v 7
178 n Nh
Gn 76
b Nng
Th Gii Gia nh Hi b m dn nh ch 165
1217 Trn Cng
o cht ti Nn
78
Hi cc m sn g
2699 Lang Nguyen 233
Duongvo Tamtien
c cho b

45
S so snh Truyn thng & Thuc tnh ca Thng hiu

t tt c nhn thc v phn hi ca ngi tiu dng v thuc tnh thng hiu ch cht so snh

0.2%
Truyn thng ca Thng
hiu 0.2%

0.2%

0.2%
Tho lun & phn hi t KH
0.3%

0.3%

0.3% 0.2%

0.3% 0.2%
BRAND MILK 1
0.3% 0.5% 0.2%
BRAND 2
0.2% 0.8% 0.3%

0.9% 0.5% 0.2% BRAND 3

0.2% 0.6% 0.6% 0.3% BRAND 4

0.2% 2.1% 0.3% 0.2%
n= 1,000 mentions
BRAND 4
0.5% 2.6% (sampling from 5,187 mentions
1.2% 0.3%
of all brands)
(Confidence level: 95% - Confidence interval: 4%)
1.2% 0.5%

1.7% 1.4% 0.3%

46
 Purchase recommendation factors: t l khuyn dng ca NTD
Trong nh gi brand v product, t l c NTD khuyn dng trn MXH l yu t quan trng cn so snh

(ngoi cc yu t yu thch/khng thch/tht vng)

n = tho lun 4.3 1.4 2 1 1.3

Anmum Frisomum Enfamama A+ Similac Mom

L
L DO
DO KHUYN
KHUYN DNG
DNG (%)
(%)
Dielac Mama (%) Similac Mom (%) Enfamama A+ (%) Anmum (%) Frisomum (%)
6 6 6 6 6

5 5 5 5 5

4.5 4.5 4.5 4.5 4.5

3.5 3.5 3.5 3.5 3.5

2.5 2.5 2.5 2.5 2.5

1.5 1.5 1.5 1.5 1.5

n = tho lun n = tho lun n = tho lun n = tho lun n = tho lun

47
Identify Social Influencers
By automatic ranking of influence score based on true Post Engagement of all users, SocialHeat show ranking of
users have the most influential to the community.

TOP USERS by MENTIONS TOP USERS by TOTAL ENGAGEMENT

48
 What is trending in OUR CATEGORY?
In this hot summer, moms concern about which type diaper is suitable for baby skin and some ask experience
in baby care (decreasing rash or control total affordable cost)

3%

3%

5%

7%
M no thng phi chi tin triu cho bm ca b th
9% vo y bn cch gii quyt tit kim chi ph no!(
Kim Dung Dang, Chm Con Tt - Lm p Hay's)
9%
Tham kho cc m cht . Cc m dng bm g cho con
10%
va kinh t li va tt cho b (Mai Phuong, Hi
nui con bng sa m - Vit Nam's)
18%
Loi bm mng th thm ht khng tt loi bm dy
23%
thm ht tt th li b hi em thy dng bm cng phi
do b hp vi loi no na ch nh b nh em da nhy
25%
cm i qua bao loi mi dng c 1 loi(Honghp,
N=2,292 webtretho.com)

49
TM NHM INFLUENCERS CA NGNH
Tm tp influencers c tng lng fans ph hp Target
Audience v bao ph ton b phn khc Target Audience ca
Vit Nam

50
 OBJECTIVE
Identify a list of influencers (Profiles & Pages) which have total
fans & followers cover the most of Target Audience in
Vietnam

Example
TA: women, from 25-50 years old in all Vietnam.

Methodology

Based on advanced social profiling system, we will indentify a

list of 500 1000 profiles whose fans & followers mostly
match the TA.
And, for each Influencer, we measure the coverage of 25-50 years old
friends/followers/fans.
Finally, we AND all fans/followers of all influencers in order
to measure the Total Coverage of TA. If the total coverage is
more than 80%, then this list of influencers is the final
selected ones.

51
 SOCIAL CUSTOMER CARE
SOCIAL CRM

Social Customer Care & Social CRM:

Listen & solve complaints or questions
Forums & social seeding/spreading
Track & analyze customers in Social CRM, Categories (KOLs, Fans,
Anti-fans, Neutral users)

52
Social Customer Care
Social Customer Care changes the way of company taking care of customers. It helps combine Traditional
channels (phones, email) with Social Channels (facebook, forums,), integrate Social CRM into Traditional
CRM.

Social CRM

Social Customers

Traditional channels

53
 Powerful technology-based segmentation of
customers
Customer profiles in our Social CRM can be segmentationed by various attributes and actions/intentions
Most of these special segmentation is based on our Data Mining of peoples posts and actions in social

Needs
Demographics Geographics Family status Interests/Hobbies Intentions Events

Entertainmen
Age Engaged
t Purchase
Gender Marrital Wedding
Celebs intent
Education City/region Status Birthday
Sports Need to go
level Kids Parties
Automotive
Job level Travel

54
How to sync current CRM to Social CRM
Brands can build rapid and rich-profile Social CRM by mapping exisitng customers base into
our Social CRM platform via mobile phone or emails.

CLIENTS
Social CRM

Social Media
Look-up in socil cRM Listening Rich profiles

Mobile number/email (demo/geographic

s, interests,
Existing Customer actions,
Matching intentions, events)
(existing CRM)
Synchronizing

55
Social Customer Care: professional process

With SocialHeat, listen and collect real-time discussions of

(2) Participate consumers on all social media channels related to our
(1) Listen to
to category to identify potential conversation and customers.
conversations
Conversations
Social Customer Care:
1) Allow SUPERVISORS to assign relevant conversations to
Answer CS AGENTS for direct engagement
QUESTIONS 2) Supervisors can define:
Rules to automatic assignment to Agents based on:
Solve
COMPLAINTS Category of discussion, sentiment, channel
Or tag & assign manually to each online agents.
Persional
3) Agents can:
Messaging
Particiate in the conversation to answer Question &
solve complaints (Facebook, Forums)
SocialHeat is the only Social CRM tool which Engage directly with consumers via personal
can response to 90% of Vietnamese forums
messaging (Facebook chat, Forum inbox).

56
Listen & engage to all conversation from all channels from one single
interface
Collect relevant
conversations

SocialHeat collects
also consumer profile.
Add to Social CRM as
Leads.

Agent replies to users

conversation by user
or brand account.
57
Social Customer Care
Wit Social Customer Care, BRAND now can listen to relevant conversation, and join those discussion to:
solve complaints, answer questions, seeding and save/mark potential customers to follow up

58
Master SocialCARE Dashboard: Brand Overall Performance

59
3 CAMPAIGN MEASUREMENT
Pre-campaign measurement
During-campaing tracking
Post-campaign measurement

60
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

Campaign objectives (brand essence, positioning)

Comple
Start Post campaign
te
Channels KOLs - contents activities

Monitor to discover NEGATIVE

issues about brand, campaign, TVC,
content to prevent brand damage Audit & recommendations Audit & recos Post-campaign effects

61
Campaign monitoring & measurement in 3 phases
A full campaign analsysi will consist of 3 phases.

Pre-campaign Stage 1 Stage 2 Post-campaign

1. Pre-campaign:
Pre-campaign Brand report or
Pre-campaign Category report or
Topic Trendspotter report
2. During campaign:
Weekly campaign tracking reports
Campaign Phase review reports
3. Post-campaign:
Post campaign review report

62
COMPARISON OF CAMPAIGN METRICS VS. KPI

Your campaign almost meets it objective in terms of Buzz Volume and SOV
Your campaign meets its KPI in terms of Sentiment

BUZZ VOLUME KPI SHARE OF VOICE KPI SENTIMENT KPI

Pos 65% - Neg 15% - Neu
60,000 mentions 45% 30%
YOUR CAMPAIGN
70000 SENTIMENT SCORE

60000

50000 0.58
40000

30000

20000

10000

0 Excluding Neutral
Campaign Buzz Volume KPI

Sources: Online New, Forums and Social Networks. Time period: 63

BUZZ VOLUME OF YOUR CAMPAIGN CONTENT FOCUSING ON KEY ATTRIBUTE

12% of your campaign content is about Attribute 1, with most mentions are Neutral. A good
campaign practice should allocate more than 15% of the campaign content to promote the
Attribute with the majority of the feedback should be positive.
Your campaign therefore does not meet its Brand Image objective

Breakdown of Campaign discussion topics

Topic Discussion 1 12% 1% 23%

Topic Discussion 2 5% 9% 11%

Topic Discussion 3
7% 0% 8%
Discussion about Attribute 1
0% 12%
Discussion about Attribute 2
0% 5% 3%

0% 5% 10% 15% 20% 25% 30% 35% 40%

Attribute and Topic of discussion sentiment are determined by scoring 200

sample from 23,000 campaign mentions during In-Campaign period

64
CAMPAIGN BUZZ TREND AND VOLUME VS COMPETITOR CAMPAIGN

This slide compares the buzz trend and buzz volume of Your Campaign vs. Competitor Campaign
(which may happen at a different time period)

Before campaign starts After campaign starts BUZZ VOLUME

Date -30 Date 0 Date +30 Date +60

Your Campaign Competitor Campaign

Sources: Forums, Facebook and Youtube . Time period:

65
BRAND SENTIMENT AND TOPICS OF DISCUSSION BEFORE, DURING AND POST CAMPAIGN

This slide shows sentiment of the Brand and what is discussed before, during and after Campaign
finishes.

12% 11% 19%

21%
26% 48%
62%
68% 33%

DURING - POST -
PRE- CAMPAIGN
CAMPAIGN CAMPAIGN
12% 1% 23%
Topic 1
12% 1% 23%
Topic 1
12% 1% 23%
Topic 1
Topic 2 5% 9% 11% Topic 2 5% 9% 11%
Topic 2 5% 9% 11%

Topic 3 Topic 3 Topic 3

7%0% 8%
Topic 4 7%0% 8%
Topic 4 7%0% 8% Topic 4
Topic 50% Topic 50% Topic 50% 12%
12% 12%

0%5% 3% 0%5% 3% 0%5% 3%

N=11. N=11. N=11.

5K 5K 5K

Sources: Forums, Facebook and Youtube . Time period:

66
 Campaign audit report
Audit and recommend changes to the campaign execution (channels, contents, social media management process). Below are the
standard insights.

1. Top sources & channels (volume &

1. Buzz volume trend: All, by platforms, by
channels, by media (owned, paid & earned). BRAND & engagement rate)

a) Buzz drivers? How much buzz Campaign 2. KOLs & audience engagement score.
3. Top popular topics & posts:
contributed to the brand volume?.
a) In buzz volume (mentions)
b) Share of voice (SOV) compare with
SOURCES
others. b) In engagement rate
Users
4. Verbatims of most popular positive & negative
2. BRAND PLACEMENT: % and volume of brand
& Topics
impression in total campaign buzz discussions
3. Campaign sentiment: how campaign bring
Positive buzz for the brand.
Recommendations of:
4. BRAND RESONANCE: How the campaign Recommendation
resonance to the brand essence, positioning, 1. Content: best type, angles, publish time,
message channels

5. BRAND MESSAGE analysis: how the 2. Channels: best to take care, best for seeding
message are communiated and how user 3. KOLs
response to the message (sentiment) 4. Social media management: better seeding

67
SOCIAL & PRODUCT TRENDS
Hottest Topics Of the Week
For content creation
For new campaign ideas with trendy topics.
Hottest Products Discovery
for competitors & market watch

68
 Trend Spotting Methodology

Trendspotter uncovers spontaneous listening target group of mentions to reveal their

most discussed topics. Insights from these Topics can be used to create campaigns
or engagement strategy.

Process of Trend Spotter

All mentions by a
Target Audience
Group
Demographics

All mentions in a
Site Panel (group of
Pages)
Algorithm matching Hottest topics
All mentions similar contents on Social
containing keywords
in a Category of
Interest

69
Trends are categorized
The following broad categories of interest will be used as a guidelines, but not limit to
within this list for our analysts to scan through discussions to spot emerging topics
Music
Hottest music trends discussed and
shared by teens and yound adults on
social. E.g: Rap, Vlog, Short movies,...
Sport
The most discussed topics in Sport
category, sport shows and events,
including Traditional sports like Soccer
and Trendy sports like Hiphop dances,
BMX, Skakeboard...
Schooling
Top concerns by students about
their studying and most-discussed
topics at school. E.g: Stress, Entrance
exam, Study abroad, Part-time jobs,...
Love/Sex/Dating/
Gender
Main themes of discussions about
Love/Sex/Dating/Gender on social.
E.g: Pragmatic love, Singleness, Sex
before marriage, Third gender,...
Pregnant Moms
What do pregnant women talk about.
E.g: Treatment, Morning sickness,
mother care, pregnancy care...
Health
Most-discussed topics about Health
on social, including Diseases and
Ways to have good health. E.g:
Healthy and harmful food, Diet,
Cancer, Colon detoxing,...
Beauty
Most popular beauty enhancing
methods, beauty tips, advices,...and all
related concerns shared on social. E.g:
Cosmetic surgery, Cosmetic products,
Natural beauty enhancers,..
Technology
Hottest trends among Technology
that get the talks going: Wearable,
smartphones, Virtual Reality...
Parenting
What do parents with babies talk
about? Biggest concerns about
Baby care, including questions,
experience sharing, own stories,...
on social. E.g: Baby care products,
Stress, Family,...
Life
Travelling/Discoveries, Eating,
Celebrities, Fashion, Movies, Family
and Entertainments.
70
 Live dashboard to track volume of discussion about
topic
Hospital can use Trendspotter to track 15 disease categories
to allocate Resources and alert of potential contagious
plagues
Functional Food brands can track
consumer emerging trends in Nutrition
Supplements and Vitamins categories:

1. Calcium supplement
2. Joint care/ treatment
3. Iron supplement
4. Brain care/ memory
5. Multi-vitamin & energy
6. Cardiovascular
7. Female beauty (ex: issues relating to skin,
hair, menopause)
8. Male physiology care
9. Liver care (hepatitis, cirrhosis)
10. Eye care
11. Protein supplement
12. Female physiology
13. Sport supplements
14. Weight management
15. Immunity

71
Live Dashboard of Trends by Categories
Tracking the latest trends of categories such as Music, Movies, Fashion, Beauty, Game Shows, Products,

72
 Hot topics among Pregnant moms on Social Media

237338

16342 18146 7304 7572 7293

DISCOVER DISCOVERY 2 DISCOVERY 3 DISCOVERY 4

Y1
[SHARING EXPERIENCES] [NUTRITION] [PREPARATION FOR
PREGNANCY]
73
SOURCE: Forums, FACEBOOK, Instagram, Youtube and News. Time period: 01/04 -
PREPARED FOR: UNILEVER
 Caring of husband is one of hot topics which pregnant moms
DISCOVERY 1 often share on social media

Dads experience of mom giving birth Dads letter sent to unborn

Moms are attracted by the image of the
husband taking care of pregnant. The post
sharing dads experience when wife was giving
birth sharing highly on social media.
baby
Yan News reposted the letter of a dad sent to
unborn baby which attract much attention on
social because it shows Dads love is not only
for his son but also for his wife.

Link
Link Link

74
SOURCE: Forums, FACEBOOK, Instagram, Youtube and News. Time period: 01/04 -
PREPARED FOR: UNILEVER
 Hot topics among Moms with babies (under 4 years old)
on Social Media

25412

16322
10864
8453 6401
5838
3290 2872 1567 2971 2495 1539

DISCOVERY 1 DISCOVERY 2 DISCOVERY DISCOVERY DISCOVERY DISCOVER DISCOVERY 3

3 3 1 Y2

BABIES | 0 12 MONTHS OLD BABIES | 1 UNDER 4 YEARS OLD

75
SOURCE: Forums, FACEBOOK, Instagram, Youtube and News. Time period: 01/04 -
PREPARED FOR: UNILEVER
 DISCOVERY 1
MOMS LIKE TO ENGAGE IN POSTS SHARING TIPS TO BE IN
SHAPE AFTER GIVING BIRTH
New method using plastic foil of Method shared by famous Natural tips: Using turmeric to
beautiful 9X mom attract much stars has high trust (Ex: Tang boost skin recovery after giving
attention Thanh
Post sharing Has,
the recipe or )
tips from hot
birth
Method originated from nature is always
A case of beautiful 9x mom with baby who
wrapped her stomach with plastic foil to be stars such as Tang Thanh Ha, Phi Thanh the good choice for women, not only moms.
in shape is shared a lot on social Van, Maya (who successfully get in shape This month, moms are interested in
after giving birth) gain much trust from Turmeric which can help them boost the
audiences as they take it as convincing skin recovery effectively.
proofs

Link

Lin
k
Link

76
SOURCE: Forums, FACEBOOK, Instagram, Youtube and News. Time period: 01/04 -
PREPARED FOR: UNILEVER
COOKING

77
MONTHLY COOKING TREND
1. Summer food: Recipes to Cool Down The heatwave
2. Home remedy food for common ailments catching high
attention
WHATS 3. Bp Nh Channel becomes popular with cooking tutorial clips
HOT Other findings:
. Vietnams contryside recipes are very popular in housewives
communities. Posts with content about these recipes always earn a
lot of comments and shares

Shaking food fever seems to go down on social in April.

WHATS
Buzz on Meal planning decreases a lot due to lacking of activities of
NOT Cooking community on Webtretho

DISCOVERY
DISCOVERY
1 2
DISCOVERY 3
35607

25787
23301 21968

13514 -66% -49% +598 -69%

10188 8281 M.o.M M.o.M % M.o.M
7138 5617 5471 M.o.M
-55% +63% -15% +7% -15% +127 5074 3604 3310 3167
+246 -1% -27% +178 1034
M.o.M M.o.M M.o.M M.o.M M.o.M % +14%
% M.o.M M.o.M
M.o.M M.o.M %
M.o.M
M.o.M

MARCH APRIL
M.o.M: Month on Month comparisons

78
WHAT S HOT IN COOKING ON SOCIAL ?
Shaking Mango

7-level spicy noodle 19021

Chicken feet pickled chili 15092

Photo album of recipes of making ice-cream 10677

Bubble tea homemade tutorial 9012

" 8021

Photo album 7652

Photo album of recipes of making yogurt 3801

Cotton candy 2298

How to make flan cake 2012

Cooking experiences summary 901

79
 DISCOVERY 1 Summer food: Recipes to Cool Down The heatwave

Its summertime and the weather is extremely hot. Recipes that getting perfect for
cooling down the heatwave becomes a new food trend this month.

Conversations about Summer food on social media during

March and April
The previous period The tracking time
of time
10188

4494

80 80
 What are the most interactive Facebook
pages?
TOTAL
RANK SOURCE NAME POSTS LIKES SHARES COMMENTS ENGAGEMEN
T

1 Hc Nu n 222 184661 318123 6839 509623

2 Con gi v nhng iu nh 80 26937 287889 3832 318658

xinh
3 YAN News 44 199978 39281 6639 245898

4 Hc cch nu n ngon 80 143574 53004 5077 201655

5 Mn n Vit Nam 148 107215 74538 2811 184564

6 Ly Hai Minh Ha 2 113956 62 586 114604

7 Webtretho 56 62189 38568 4335 105092

8 Bp Gia nh 79 39362 43933 2147 85442

9 m Thc Vit Nam 43 11272 70655 1065 82992

10 Gc m Thc 64 35173 36473 932 72578

81
SOURCE: Forums, FACEBOOK, Instagram, Youtube and News. Time period: 01/04 -
PREPARED FOR: UNILEVER
(1) What is hottest in SOCIAL last week?

78,425
71,109

41,826
33,002 31,193
28,302

17,06119,561
8,814 9,310 11,230
5,803 6,210

82
 Why it is HOT?

B nh L 31,193 posts.Gn y, c dn mng ang xn xao vb nh thn mt

ca nhau ca mt cp i ch l bn thn. Trong , phn ln mi ngi u
khng tin nhn vt chnh ca b nh ch dng li mi quan h bn b
khi c nhng c ch b coi l "trn mc tnh bn".Link

78,425 posts. Sau b nh L ca nhau, b nh i bn thn trong

nh ngha phng tp GYM cng khin nhiu ngi nhn nh v thn mt. nh
ca Bn ngha nh th no l bn thn nht l bn thn khc gii tr thnh ch
Thn c bn tn si ni sut tun qua. Bi ng trn Yan fanpage tng
hp cc nh ngha v bn thn lp tc thu ht c hng chc nghn
lt bnh lun v chia s. Link

41,826 posts. Tun ny, cc hot girls, net idols cng c dp n theo
Son mi v l mt trong nhng ngi c trong tay thi son ny u tin. Thy
Rough Anh, c gi bng dng khoe c t son 500 loi t cc hng m phm
Louboutin cao cp. Lng view facebook cng tng c ngn follow. Link

83
 (2) What is hot in OUR CATEGORY?
In this hot summer, moms concern about which type diaper is suitable for baby skin and some ask experience
in baby care (decreasing rash or control total affordable cost)

3%

3%

5%

7%
M no thng phi chi tin triu cho bm ca b th
9% vo y bn cch gii quyt tit kim chi ph no!(
Kim Dung Dang, Chm Con Tt - Lm p Hay's)
9%
Tham kho cc m cht . Cc m dng bm g cho con
10%
va kinh t li va tt cho b (Mai Phuong, Hi
nui con bng sa m - Vit Nam's)
18%
Loi bm mng th thm ht khng tt loi bm dy
23%
thm ht tt th li b hi em thy dng bm cng phi
do b hp vi loi no na ch nh b nh em da nhy
25%
cm i qua bao loi mi dng c 1 loi(Honghp,
N=2,292 webtretho.com)

84
Word-cloud: another look at the HIGHLIGHT KEYWORDS
By applying word cloud to statistically measure phrase which are most popularly used in all conversation
related to the category (such as maternity subjects), we discover new trend candidate. Then, using this phrase
to search in Social Listening to find out more insight and confirm if its a trend.

Phrase cloud generated for maternity discussions

85
 Other Social Measurement
Events/Shows: TV Channels / TV Shows / Game Shows
Personal brand measurement: Celebs, Business
Content: Movies / Videos

86
 Events & Shows

Measure & Rate (sentiment) Game Shows, TV programs, Events to identify the HOTTEST one.

87
 Events & Shows

Rating on: VOLUME (posts, comments), SENTIMENT (Like/dislike), VIRALITY (shares, likes)

THE REMIX 2015 Next Top Model Bc Nhy Hon V Hi Ng Danh Hi

88
 Events & Shows

Indepth analysis into: Audience feedback (Sentiment), Contestants, MC, Judges, Shows content

Show sentiment Audience Feedbacks in Details

(audience feedback)
0% 5% 10%15%20%25%30%35%40%

1%
33%
40%

1%
2%2%

27% 2% 5%2%

Positive Neutral Negative

20% 10% 6%

89
 Events & Shows
Buzz Volume of Top 5 MC and JUDGES from 04/06/2015
10/08//2015
Thu Minh is the hottest Judges in
overall with talks, posts on all social 04/06/2015 10/08//2015 Share of Voice
media Ca s Thu Minh 38%
Ngh s Thanh Bui 27%
o din Nguyen Quang Dung 11%
MC Duy Hai 9%
Nhc s Huy Tuan 5%

21,850
15,476

6,231 5,158
2,615

90
APPENDIX

Tool references

91
Create new tracking yourself easily
Simple 1-step new tracking creation by yourself (or by our team) for any topics: brand, category, consumers behavior

o Preview live information before

accepting

o Flexible keyword definition (no limit

of keywords)

92
Real-time comprehensive dashboard
Metrics are analyzed automatically in real-time basis and possible to drill down to discussions/mentions level.
Intuitive & real-time update dashboard Metrics navigation
1. Dashboard:
Buzz volume & trend
Buzz by platforms
Reach (views)
Sentiment & trend
Sentiment by platform
Brand & product attributes
Top source with sentiment
2. Media & tags:
Owned, Earned & Paid
Buzz by tags (activities, topics)
3. Audience
Audience volume & trend
Top users (volume & engagement)
Demographics, geographics
4. Sources & threads:
Top sources, top threads
Influential sources
5. Mentions list

93
Real-time metrics dashboard
Metrics are analyzed automatically in real-time basis and possible to drill down to discussions/mentions level.

Buzz by channels, share of voice Automatic brand sentiment score/trend & by channels

94
Real-time metrics dashboard
Metrics are analyzed automatically in real-time basis and possible to drill down to discussions/mentions level.

Automatic sentiment to specific sources Top influencing sources & users

95
Explore all discussions in details
Drill down, search and filter any type of topics, by any platforms and see SENTIMENT score of each threads.

96
Nguyen Hai Trieu / CEO
trieunh@YouNetMedia.com
0913-674-095
www.YouNetMedia.com
http://facebook.com/younetmedia