Bài giảng Digital Branding - Bài 4: Xây dựng thương hiệu trên mạng xã hội (Phần 1)

Nội dung text: Bài giảng Digital Branding - Bài 4: Xây dựng thương hiệu trên mạng xã hội (Phần 1)

1. ĐỖ HẢI, MBA DIGITAL BRANDING dohaimar dohaimar@yahoo.com Xây dựng thương hiệu kỹ thuật số dohaimar dohaimar@gmail.com dohaimar dohaimar Bài 4: Xây dựng thương hiêu trên mạng xã hội (PHẦN 1)
2. Nội dung ❖ Chiến lược xây dựng thương hiệu trên mạng xã hội ❖ Các công cụ quản trị mạng xã hội ❖ Xây dựng thương hiệu trên Facebook ❖ Bài tập nhóm: Lập & triển khai 1 chiến dịch Xây dựng thương hiệu trên Facebook
3. Chiến lược xây dựng thương hiệu trên mạng xã hội
4. Brand equity pyramid Nguồn: www.parkerlepla.com
5. Brand Community model Customers The more you engage, Branded events Staff the stronger your brand Branded social media Management Branded customer service Branded product experience website website Branded Branded advertising Nguồn: www.parkerlepla.com
6. Social program management
7. Social Platform Cheat Sheet * Updated May 2015 Most established social Very well established Owned by Google. Owned by Facebook. Massive growth in last 3 Started by a high Owned by Twitter. Able to reach under Questionable value as channel; broad reach w/ strong ad products 2nd most popular Very high engagement years. Created a new school dropout; now Launched the short- 25 demo. Mobile-only Need to a “social network” but in US & global. Very & potential for wide search engine. 6 rates relative to other design language that owned by Yahoo. form video craze. Very with disappearing Know not irrelevant. Mostly advanced targeting; reach, though billion hours of video channels. All mobile. many have emulated. Blogging platform for influencer driven. images/videos + 24- used to bolster SEO. paid ads necessary. audience is more niche watched per month. 70 M photos /day 80% mobile activity. the creative set. Nearly all mobile. hour “stories” Mostly US, mostly Large international A fairly wide audience, Millennial parents, Teens and Millennials. Everyone. Everyone - women 25-54. Early adopters, audience + tech early with pops in: millennials, teens, and Popular amongst the Young adults and Who’s On However, teens are using Especially Recent rise in men to millennials and teens. adopters. Also has Tech, Marketing, early adopters. fashion, art, teens 15-25; roughly It it less, and differently millennials, teens & the platform (1/3 of Hardcore content implications for whole African American, Audience is getting entertainment & 70% women. (more for networking) young men. sign-ups male) as well creators. Google ecosystem - so Entertainment, Politics more mainstream. creative set. as gains internationally. basically everyone. Est. 72.5 Million Registered MAU 1.44 Billion 302 Million 1 Billion 300 Million Est. 43 Million 40 Million 540 Million Est. 30 Million MAU 120 Million Go-to social network for Many are spectators Discovering new things & 1:1 short snippets of Showcasing their lives in Curating & creating Often used for many demos. Browsing rather than active products; getting inspired; photos/videos that Watching videos, unique, artsy, or content that provides a Consuming & promoting one’s the feed; keeping up with participants, discovering planning their lives. disappear (after up to uploading videos, adorable ways. Lots of window into their sometimes creating personal businesses friends; sharing content, articles & news. 10 seconds). Can How People following video selfies and food. Getting personalities, interests, fun, interesting 6- or career. news/photos; sharing & Others use it for 1:1 Notable: Women - food screenshot images. Use It creators (now inspired by what others etc. Riffing on pop second videos. discovering content; engagement with friends, and drink, crafts, home celebrities in their are sharing, including culture, trends, humor, Following influential Occasionally planning events. Also peers, celebrities & decor, and fashion. Men - Daily storytelling to all own right). friends, brands & etc. Following others content creators. following brand used for customer brands. Lots of customer photography, art, design, friends via 24-hour influencers. who inspire them. content. service. service inquiries. and home decor. “story” feature. Real-time participation in Integrate Pinterest button Distribute TV SEO Behind the scenes, Publish high quality visual cultural events. Publish on website & optimize Maintain branded commercials and other Creating 6-second exclusive content. content, often an high quality visual & text Publish high quality web content for Tumblr page & curate video content, and videos - one-off’s or, Less commonly Content must be extension of brand based content. Ask photographic and video Pinterest, Creating rich experience through create unique web- increasingly, whole used as a content entertaining, organic, How Brands campaigns. Elicit questions & have 1:1 content & engage with pins (including product, reblogs & original based video content. storylines in 6-sec distribution channel, and on the fly. Use It engagement from fans & conversation with fans. Leverage app, and place) to content. Engage with Leverage influencers to episodes. Leverage and when it is, it’s non-fans. Can do very consumers & influencers. influencers to create make content more Tumblr influencers. Some create video content. influencers to create used mainly by Working with robust demo & interest Host Twitter chats & branded content. discoverable. Maintain convergence with Paid media - pre-roll, brand content. publishers or tech influencers to targeting. parties. Respond to Pinterest profile & curate Yahoo advertising. banners, in-video, etc. brands. engage with fans. customer service inquiries. relevant content. Strong visuals (print Strong visuals - artistically Strong vertical visuals – Text-based content. 140 character limit Images, videos, Content quality) with less than 20% Short & long form created, specific look & with links back to (& pulled Visual / image based Can include visuals, Text based, image 6-second videos drawings, emojis, Types text on image; video feel with “filters” from) brand website and content, videos & GIF’s videos & links back to content, & GIF’s text embedded Videos 15-second looped videos strong descriptions brand website Paid Yes – Needs Yes – App Download & Yes – Discover Feature, Yes - Robust Yes - Robust Yes - Robust Yes - Basic No Yes - Thru Google Media IG Approval Cinematic and Rich Pins Brand Stories Awareness Awareness Awareness Brand Equity Awareness Brand Equity Brand Equity What It Can Brand Equity Usage Occasions Brand Equity Brand Equity Purchase Intent Purchase Intent Brand Equity Brand Equity Traffic Help Purchase Intent Purchase Intent Brand Engagement Brand Engagement Trial (Mainly Entertainment) Trial (Mainly Entertainment) Traffic Brand Engagement Search Optimization Achieve Trial (Mainly Entertainment) Brand Engagement Traffic Young Audiences Traffic (for Publishers) Traffic (for Publishers) Reach New Audiences Traffic Sales Reach New Audiences Reach New Audiences Retweets, @replies, Video views Shares, Comments, Likes Likes, Comments, Impressions, Clicks, Revines, Comments, Favorites, Followers Video completion Clicks, Comments Major KPIs Impressions, Video Views Hashtag use, Repins, Likes, Comments, Reblogs, Notes Loops (# of times Views, Screenshots, Impressions, CTR, CPF rate +1’s CTR, CPE, CPF Impressions (on paid) CPA, CPE video is played) Replays Hashtag use Comments, Likes
8. Brand Desires are Simple Nguồn: Social@ogilvy
9. Measuring the ROI of Social Media Reach and Positioning Preference Action Impressions, Share of Relevant Sentiment, Share of Positive KPIs KPIs Voice Voice Survey-based Brand Survey-based Brand Survey-based Sales/Behaviors Positioning Preference Attributable Leads/Sales/ Behaviors Number of New Fans/Likes Likes Per Post Link Shares Number of Wall Posts Link Click-throughs Media Uploads Video Views (videos, photos) Diagnostic Metrics DiagnosticMetrics Nguồn: Social@ogilvy
10. Các công cụ quản trị mạng xã hội
11. Social listening ❖ Socialbanker ❖ SocialMention ❖ Topsy ❖ Sprout Social ❖ MeltWater ❖ SocialHeat ❖ Social Boomerang ❖ Buzzmetrics
12. Social conversation ❖ ArgyleSocial ❖ Hootsuite ❖ Spredfast ❖ Sprinklr ❖ Postling ❖ Buffer
13. Social marketing ❖ ShortStack ❖ EngageSciences ❖ BuddyMedia ❖ Agorapulse ❖ Shoutlet
14. Social Analytics ❖ SimplyMeasured ❖ SocialBakers ❖ CrowdBooster ❖ SproutSocial ❖ SourceMetrics
15. Social influencer ❖ Appinions ❖ GroupHigh ❖ Klout ❖ PeekAnalytics ❖ Kred
16. Case study ❖ WestJet Airlines Christmas Miracle ❖ My Starbucks Idea ❖ A.1. Original Sauce on Facebook ❖ TIPP-EX - A HUNTER SHOOTS A BEAR on Youtube ❖ Subway on Twitter ❖ Four Seasons on Linkedin ❖ Nest on Google+ ❖ Marks & Spencer on Instagram
17. Xây dựng thương hiệu trên Facebook
18. Facebook Zero Organic reach of the content brands publish in Facebook is destined to hit zero. It’s only a matter of time.
19. Zero Facebook Tại VN, Vinaphone phối hợp với Facebook triển khai sử dụng phiên bản Facebook dành riêng cho thuê bao Vinaphone. Theo đó, khi khách hàng truy cập địa chỉ wapsite trên máy điện thoại di động, wapsite sẽ hiển thị trang facebook dưới dạng tin (text) như cập nhật trạng thái, bình luận, like, hiển thị thông tin trong trang cá nhân của khách hàng.
20. Facebook Timeline for Brands ❖ Timeline invites brands to play (creatively) in a visually appealing, chronological space: Telling a brand history is the obvious application of timeline, but the creative arms race will be reinvigorated as top brands out-do each other with inventive timeline uses. • Brand History: Coca Cola • Gamification: Fanta • Brand Vision: The New York Times ❖ Timeline raises the creative bar, and creative investment: Historically, many brands re-used content from other platforms as filler for Facebook posts. Brands who are fully adopting a unique timeline strategy will need to recalibrate levels of investment in creative direction and resources in order to develop Facebook timeline content. ❖ It’s all about “storytelling”: The community management calendar process will need to be revisited to accommodate text editorial and high volumes of multimedia. This will impact timelines, review cycles and brand teams involved in the process. ❖ Reach Generator will make brand posts work harder with existing fans: Reach Generator will literally promote an entire post as an in- newsfeed promoted ad. This means the job of community manager expands to include media planning/deployment as well as posting and moderation. ❖ A new collaborative ownership model is important to success: Who owns your page? Who manages it? Now that Timeline allows your brand’s page to become a true integrated paid/earned channel, it’s important to have paid and earned experts in place working in tandem to take advantage of this new landscape.
21. Likes shouldn’t be the end goal Nguồn: Lonelybrand
22. Do this: The algorithm loves ❖ Posts with lots of comments ❖ Posts with lots of likes ❖ Post types that users seem to prefer more than others (e.g., photo, video, or status update) ❖ Posts that reference a trending topic ❖ Posts that receive a high volume of likes, comments, or shares in a short time ❖ Link posts ❖ Videos uploaded to Facebook that receive a large number of views or extended viewing duration ❖ Posts that tag other pages within the text ❖ Posts that are liked or commented on by one’s friends ❖ Posts from pages that one interacts with often ❖ Post types that one interacts with often ❖ Posts from pages with complete profile information ❖ Posts from pages where the fan base overlaps with the fan base of other known high-quality pages ❖ Images and videos that have not previously appeared in the Open Graph ❖ Links that have not been posted before
23. Don’t do this: The algorithm is not too keen on ❖ Clickbait ❖ Frequently circulated content and repeated posts ❖ Like-baiting ❖ Posts that include spammy links ❖ Text-only status updates from pages ❖ Posts that are frequently hidden or reported (a sign of low quality) ❖ Posts that contain the words “like, comment, or share” ❖ Posts with unusual engagement patters (a like-baiting signal) ❖ Posts that receive negative feedback categorizes as “meme content” ❖ Posts that are classified as memes by Facebook’s visual analysis of overlayed text on image
24. Facebook Video
25. Facebook: “Say Thanks”
26. Facebook ads Structuring your Facebook campaigns
27. Facebook monitoring tools
28. Facebook Apps ❖ Pagemodo ❖ Woobox ❖ Shortstack ❖ AgoraPlus ❖ FanAppz ❖ HootSuite ❖ Birthdayfb ❖ Birthday Cards
29. Lập chiến dịch trên Facebook
30. Chiến lược nội dung GIỚI THIỆU SẢN PHẨM, CÂU CHUYỆN VỀ THÔNG TIN TƯ VẤN, CÓ DỊCH VỤ, KHUYẾN MÃI, THƯƠNG HIỆU GIÁ TRỊ SỰ KIỆN KHÔNG GIAN ĐỂ CHIA SẺ, Q&A, THU THẬP THÔNG TIN, CUỘC THI, GIẢI THƯỞNG GIẢI TRÍ, MINI GAME PHẢN HỒI, CHĂM SÓC KH
31. Action plan THỜI GIAN GIAI ĐOẠN 1 GIAI ĐOẠN 2 GIAI ĐOẠN 3 THÔNG ĐIỆP Thông điệp thương hiệu trong từng giai đoạn Phát triển cộng đồng Nhận biết thương Tương tác với MỤC TIÊU trung thành & ủng hiệu thương hiệu hộ thương hiêu Những hoạt động cụ thể trong từng giai đoạn nhằm thực hiện HOẠT ĐỘNG mục tiêu KPI
32. Bài tập nhóm ❖ Lập & triển khai 1 chiến dịch Xây dựng thương hiệu trên Facebook với mục tiêu tự chọn