87
Organized by YouNet Media DISCOVER UNSEEN INSIGHTS BEST CASE STUDIES IN BANKING & FINANCE & August 2017
Organized by YouNet Media
DISCOVER UNSEEN INSIGHTS
BEST CASE STUDIES
IN BANKING & FINANCE&
August 2017
Agenda
2
1
3
4
Retail Banking Overview (Social Media)
Highlighted Consumer Insights For Banking Industry
Review PR Communication Activites And Campaign
Effective Influencer Marketing For Banking Industry
About Us
Social Solutions
Full-service Integrated Media & Social Research – Engagement and Communication
Solutions
(with more than 300 experts in technology – marketing & market research )
#1 solution for Social
Network Solutions
Full-service Social Listening & Social Analytics solution for Corporations &
Brands
Digital Solution & Communications
Reputation Management
Traditional Media Analyst
(TV, Print, Online News)
Enterprise Social IntranetSince 2008
4
4
A group of leading agencies
Full Service – from Insight to Actions
We helps Brands & Agencies not just understand brand & customer insight from Social Media, but also build
solution for life-time consumer engagement to identify, nuture, acquire and retain loyalty through realtime &
relevant engagement.
Convert
Social CRM
Customer PortraitSocial Audience Analytics
Prospects & Leads
Engage
Social Customer Care
Timely Engagement to maintain Brand Reputation
Understand
Actionable Consumer Insight
Brand Health, Campaign Tracking, Trends Research &
Category Research
Listening
Social Media Command Center
Monitor Brand RiskAnd Consumer Trends
4,000,000 Facebook fanpages &
groups
42M Facebook profiles
300,000 Youtube channels
3,000 Online news, forums, review, Q&A, Retail sites
10,000 personal blogs
www.younet.co 6
Vietnam Social Media Landscape
6
Active Social Media Users
(45% of population)
46 milActive Internet Users
60% of population)
55 mil
www.younet.co 7
Multi-screen Media Consumption Behavior
Digital Devices has 2.5X times more
69 mins
TV 169 mins
smartphone169 mins
laptop
69 mins
tablet
Source: Milward Brown 2015
Global: 147 mins Global: 108 phút
RURAL VS. URBAN – At a glance
Source: GSO database 2015 & 2016, Nielsen Rural study 2014
POPULATION
(TOTAL VN: 93.4 mil)
MONTHLY INCOME PER
CAPITA
EXPENSE PER CAPITA
GROWS AT NEARLY
EDUCATION
RURAL
67%70% rely on farming / fishing and hired labor
80$
40%
Post high school: 70.8%
University: 3%
33%
160$
26%
Post high school: 88.9 %
University: 14%
URBAN
Rural Consumers are in diversified Media World
Source: Nielsen Smartphone Insights Study Sep ‘15 – Base: N=323, 21-30 y.o & YouNet Media 2016
(combined with estimation from WeAreSocial & Facebook Audience Insight)
90% RR people own TV at home and
57% connect with more than 10 TV
channels
90%90% RR people own mobile phone
and 50% of them own smartphone90%
NUMBER OF RURAL NETIZENS
VS. URBAN NETIZENS (mil)
22.8
25.4825.09
21.85 22.02
23.97
20
21
22
23
24
25
26
2014 2015 2016
Urban Netizen Rural Netizen
4.5
11
15
18.5
21
22.723.5
0.5
2
5
9
14
21.2 22.5
0
5
10
15
20
25
2011 2012 2013 2014 2015 2016 2017
Urban Users
Rural Users
NUMBER OF RURAL VS URBAN
FACEBOOK USERS
Rural consumer has strong engagement with social events
…TO BRAND ACTIVITIESFROM TV PROGRAMS…
ENTERTAINMENT EVENT - TÁO QUÂN 2017 BRAND ACTIVITY – ĐI VÀ YÊU CAMPAIGN (BITIS)
CAMPAIGN FOR TẾT – TẾT SUM VẦY (PEPSI)BRAND SCANDAL / CRISIS – C2 & RỒNG ĐỎ
Agenda
2
1
3
4
Retail Banking Overview (Social Media)
Highlighted Consumer Insights
Campaign Measurement & Review
Influencers marketing for banking
RETAIL BANKING industry overview on Social Media 1
TOP 10 Retail Banks have most active voice on Social Media
157,466
74,663
57,283 56,442
39,58432,621 31,159
24,64219,328 17,557
Unit: MentionPeriod: 2nd Quarter 2017
VP Bank got a lot of
attention by promoting “Fast loan” products
31%
15%
11%
11%
8%
6%
6%
5%4%3%
VP Bank
Vietcombank
Maritime MSB
Agribank
BIDV
Sacombank
ACB
OCB
VietinBank
Techcombank
Share of Voice
Sources: Facebook, Youtube, Instagram, Online News, Forum, Blog,
Ecommerce.
Period: 2nd Quarter 2017
N= 510,745
Interpretting BHT alongslide Social Listening
The measures here below are suggested, but are for illustration only and should be customized accordingto local market needs, objectives and business issues.
BHT Metrics Examples of Social Listening metrics to monitor alongside BHT metrics
Brand awareness Volume of brand mentions
(vs competition)
Brand consideration Share of brand mentions (SOV, SOPV)
(vs competition)
Brand affinity
(emotional connection)
Net sentiment (positive – negative)
(vs competition)
Communication related Topic mentions (based on predefined topics i.e indulgence, healthy choice, natural
ingredients…)
Applying Social Listening to BHT
Socia BHT can be characterised as “side-by-side intelligence”.
For markets and categories where it is practical, it is a means of using social data for brand monitoring alongside
or between waves of structured, survey-based BHT research, to provide additional contextual information.
It is not a substitute or replacement for survey-based BHT research, but rather an enhancement.
It is also useful alongside continuous or frequently collected BHT data, since it is also a mechanism for identifying
new and emerging themes in consumer conservation. It can also anticipate potential trends, providing
actionable early warnings on developments which might impact brand equity in future, or which could be added to
your survy BHT.
Side-by-side Intelligence:
1. Adds structure and actionability to social data
2. Adds extra insight and dynamism to BHT, (particularly where this is not collected continuously)
3. Enhances value of both data streams
• Positive drivers analysis peaks….
• negative feedbacks about brand & product & services.
POSITIVE FEEDBACK NEGATIVE FEEDBACKSNEUTRAL DISCUSSION
BRAND SENTIMENT & TOPICS OF DISCUSSION
79% 19% 2%
TOPICS OF DISCUSSION
NET SENTIMENT – SENTIMENT TREND
19%2%
79%
Total sentiment
Positive
Negative
Neutral 0
50
100
150
200
250
1-Jun 3-Jun 5-Jun 7-Jun 9-Jun 11-Jun
13-Jun
15-Jun
17-Jun
19-Jun
21-Jun
23-Jun
25-Jun
27-Jun
29-Jun
Sentiment trend
Positive Negative Neutral
1
1
7
7
8
10
19
115
150
Technique
Staff Attitude
Promotion
Working hour
Product
Procedure
Doctors
Health insurance
Price
1
1
2
3
7
7
8
11
53
Treatment Result
Procedure
Brand Trust
Price
Promotion
Facilities
Staff Attitude
Quality
Doctors
1
1
1
1
2
2
3
5
8
Facilities
Promotion
Midwife
Quality
Staff Attitude
Treatment Result
Customer Service
Doctors
Price
49.3 48.438.5
54.947.5
36.4
8.6 9.0
5.4
5.810.8
6.3
42.1 42.656.1
39.2 41.757.2
Jan-16 Feb-16 Mar-16 Apr-16 May-16 Jun-16
Positive Negative Neutral
42.2
6.9
50.9
36.4
6.3
57.2
51.1
9.1
39.8
BRAND HEALTH & PRODUCT PERFORMANCE BY PERIOD
18
BRAND SENTIMENT TREND OVER LAST 6-MONTH YTD 2016 (%) YTD 2015 (%)
(4118) (2893) (1147) (12473) (Base: 19751)(Base: 27189)(2024)
THIS MONTH (June 2016) THIS MONTH SENTIMENT TREND (June 2016)
42516 42519 42522 42525 42528 42531 42534 42537 42540 42543 42546
Positive Negative Neutral
BA
C
(4534)
(Base: 12473)
[A] New contest on fanpage
[B] Mini game on Lazada and new
contest on fanpage
[C] Fake product review
Expaination in details
Brand Health Tracking – More than just metrics
How customers see a banking brand on Social Media (Bank X)
Services
Staff
Mobile
app
Mainte-
nance
feeOnline
payment
Nhỏ nhẹ ân cầnTransa
-ction
fee
Không phí tháng
Không phí thường niên
Trong 15 phút
Nhận thẻ nhanh
Thanh toánKhó rút
App dở tệ
Giao diện xấu
Which attributes need to be improved?
Social Listening: beyond just key social metrics (SOV, sentiment)
Social Media offer brands with huge Consumer Insight, Sales opportunities, Market trending topics and fully
get up to date of all brands performance…
Real-time mornitoring and
feebacks
Market Trends Discovery &
Brand Performance
Brand & Competitors
Marketing tracking
Understand effective
channels for
communications in
Banking
Demographic
Facebook News79% 15%
YouTube5% 1%
Forum
Top Platforms
44.9%
50.5%
2.6% 2.0%
18-24 25-34 35-44 Others
45.5%
54.5%
Current Most Buzzed Channels
Top News Mentions
VnExpress.net 1,547
News.zing.vn 1,146
CafeF.vn 655
Tuoitre.vn 609
Top Forum Mentions
Vozforums.com 7,491
Otofun.net 1,397
Tinhte.vn 636
Otosaigon.com 279
Top Facebook Group Mentions
Group www.Otofun.net 2,127
Hội cho vay tiền nhanh FB 265
Group Những người đàn
ông thông minh
203
Top Fanpage Mentions
Fanpage Ví Mo Mo 9,987
Fanpage CafeF 4,452
Fanpage Vietnam Bankers 1,048
Fanpage VNExpress 761
Understand the different Roles of Social Channels
For Example: Family insurance special offer for “Mang thai and nuôi con bằng sữa mẹ” Facebook Group
FB Community
PageIntention of users: Industry news, online supports, entertainment, get rewards
Strategy: Provide useful and entertained information, minigame, promotion, competition
Intention of users: Industry news, useful information
Strategy: Promote good news for banking brand, useful information
Intention of users: Get support, connect with others, show opinions, warning others
Strategy: Polls, survey, helpful content, KOL, free consultation, promotion, give aways
News
Forum
Intention of users: Get support, connect with others, show opinions, warning others
Strategy: Advocacy, engagement (poll, giveaway, activities…)
Group
Main difference between Forum, News, Fanpage, Facebook Group
Type of contents by interactions
17,668
46,852
70,440
88,452
Poll, survey
Contest - Give away
KOL Reviews
Useful information
Poll, survey Contest - Give away KOL Reviews Useful information
Interaction 17,668 46,852 70,440 88,452
Top 10 Banking brand’s content interaction mesurement– Q2.2017
Useful
information/
guide
Key take away: collecting
helpful industry
information will take time
but has long-lasting effect
KOL Reviews
Key take away:
Using the right influencers,
channels to help spreading
words
Contest, Give
Away
Key take away:
Frequently tracking social
trends to have relevant
attrative gift/reward ideas
Poll, Survey,
Question
Key take away: Raise discussions to get
consumer insight from communities
Agenda
2
1
3
4
Retail Banking Industry Overview On Social Media
Highlighted Consumer Insights For Banking Industry
Campaigns Review & Measurements
Effective Influencer Marketing For Banking Industry
Highlighted
CONSUMER
INSIGHTS
For Banking
Industry
2
What you
already know
about your
customers
Hidden insight
from the Dark
Web (Social Web)
Which are the
Most Talked-About
Banking products
on Social Media?
The most-talked-about banking products (Q2 2017)
1,290
478 282 2,253 54
2,986
154 200
790
166
7,6645,425
4,425
3,742
1,073
899
769 656
602
548
Domestic
payment
Mobile
banking
Domestic
money
transfer
Personal
savings
Internat ional
transfer
Personal loan Online
banking
Business loan Small dealer
loan
Internat ional
payment
Mention (Organic)
Mention (Owned)
Questions about Credit Loans, CIC status are RISING TRENDS
Credit LoansLoan application procedure(7,688 mentions)
Check CIC status (1,524 mentions)
Open loan and credit account
without company salary (82 mentions)
71%
Payment and TransferTranfer within bank network(460 mentions)
Online payment (buy ticket,
goods, pay for electric fee)(252 mentions)
21%
Bank AccountSupport on opening new bank
account (choose bank, card, bank
procedure)(2386 mentions)
Why I am being charged(252 mentions)
Problem with signature(38 mentions)
5%
Top frequently asked questions by Bank users on Social Media - Q2. 2017
N= 13,607
Customers need more SUPPORT with using Digital Banking Apps
Banking appsHow to use banking mobile app(259 mentions)
2% 1%
SavingsWhat happen to my money if a
bank goes bankrupt(164 mentions)
Top frequently asked questions by Bank users on Social Media - Q2. 2017
N= 13,607
Customer Experience (CX) in all channels must be improved
2,830
281 23325
Bad staff
attitudes
Slow services due
to customer
overload (branch)
Branches closed
after 4h30
afternoon and on
weekend
Bad customer
support system
697
422 385 354
70
Risk of low
credit score
without reason
Unstable and
unfriendly
banking
web/app
Bad account
security lead to
losing money
High
transaction,
management
costs
High interest
rate on bank
loan
Services 64% Products 36%
Most negative feedbacks of banking users on Social Media – Q2.2017
N= 5,297
Bad staff attitude
Risk of low credit score
without reason
Reason for choosing
and leaving a BANK
(loyalty drivers)
Top Drivers in considering a bank
4
8
13
14
19
88
93
815
Attractive promotions
Near to customer's house or company
Convenience of transactions and services
Salary paid by this account
Mix of denominations while withdrawing on ATM
Many people use this bank
Good banking brand reputation
Low or no banking fee charged
18%
82%
Brand or Emotional Factors
Product of Physical Factors
Low banking fee Trusted banking brand
Top reasons why customers LEAVE a bank
3
4
7
31
34
191
Risk of bank scam
Bad customer service system
Bad brand reputation due to scandals
High service cost
Inconvenience of online/mobile banking system
Bad staff attitude
75%
25%
Services Products
Bad staff attitude Inconvenience web/app
6 Key Elements of ideal OFF-LINE bank experience
Research on how consumers appreciate banks’ offline services – Q2.2017
38% Friendly and
good looking
bank clerks
15% Simple and
fast
procedure
2% Good
Interior
Design
7%Friendly
doorkeeper
7% Priority for
VIP
31% Outstanding
customer
support
N= 180
6 Key Elements of ideal online banking experience
Research on how people evaluate bank online system – Q2.2017
45% All in one
finance app
13% Fingerprint
security
4% Online
chat bot
11% Free or low
charge
12% Good
designed
app/web
15% Fast, no
hassle
transaction
N= 278
User
convenience
Is Top of mind
Bank users now-a-day seek for friendly, one-stop finance app
Appreciate banking
app with fingerprint
sign-in feature
290mentions
Choose mobile
wallet apps over
banking app for
their online
transactions
139mentions
User trend of using banking/finance app – Q2.2017
Find interface of
banking mobile
app/website is old
fashioned and not
easy to use
392mentions
What people use mobile wallet apps for?
Research on how people using Momo app – Q2.2017
35% Top up
Mobile
phone
13% Buy
Cinema
ticket
6% Book flight
ticket
7% Look for
deal/discount
/voucher
9% Bank
Transfer
30% Pay invoice/
electric/ water
fee
N= 223
Summarized
Lessons Learnt
Digital Banking is a Must Fee, Fee and Fee…Secure but SimpleOnline and Offline
customer experience
Listen to understand
Key drivers & barriers – Risks – Opportunities
on All Channels
Agenda
2
1
3
4
Retail Banking Industry Overview On Social Media
Highlighted Consumer Insights For Banking Industry
Campaign review & measurements
Effective Influencer Marketing For Banking Industry
Which is the most interactive
Facebook Fanpage of commercial banking brands
2010
240
910
2450
1970
2790
3520
1240
6140
VP Bank Agribank Sacombank Vietcombank Maritime MSB OCB BIDV ACB Techcombank
Number of fans (00) Posts Engagement
Key messages by banks in Q2
#Phương Đông Chào Đón #21 năm gắn kết
#Mùa hè năng động cùng BIDV
#ACB 24 năm tinh luyện qua thời gian
# Hè rộn ràng ưu đãi thật sang
# Sẻ chia hạnh phúc - Lan toả tin yêu
#Vay là có ngay #Vay không thế chấp
#Ưu đãi cho vay Ước mơ trong tầm tay
#Chớp mắt đến Maldives
# Xài Visa, trúng Toyota
# Mở thẻ đồng thương hiệu, du lịch Mỹ sành điệu
# Thẻ tín dụng mới, quà tặng vui tới
#Hè rộn ràng - Ngàn niềm vui
Most promoted products and services
Personal loan Small dealer loan Business loan Credit card (travel)
Personal loan Global payment card
Online Deposit Credit card (travel) Savings
Savings Global payment card Credit card (travel)
Personal loan Mobile banking
Car loan Business loan
Global payment card Domestic Payment Card Mobile banking
Domestic payment card Savings Entrepreneur Account
Internet banking Personal loan Global pament card Car loan
Personal loan Global payment card
Hot campaign of Q2.2017: Fast Loan VPBank
Apr 24
2017
May 01
2017
May 08
2017
May 15
2017
May 22
2017
May 29
2017
Jun 05
2017
Jun 12
2017
Jun 19
2017
Jun 26
2017
Total Mentions Total Posts
1st Viral Video
“Vay là có ngay”
2nd Viral Video “Tình
cũ không rủ cũng
tới” on Kem Xôi TV
Channel
3rd viral video “Vào
hàng bưởi xanh tiếp
thị vay nhanh”#VaynhanhVPBank #Vaykhongthechap
#VPBank
Total Mentions: 5,522
Total Interactions: 49,634
Hot campaign: Fast Loan VPBank
Top
Sources
Source name Posts Total Engagement
Avg Engagement
Fanpage Chửi Thuê 1 19764 19764
Fanpage VPBank 28 10217 365
Fanpage Tuyêt Bitch Collection 1 9385 9385
Fanpage Các sự kiện nội bộ VPBank 10 2613 261
Website news.zing.vn 2 2289 1145
Fanpage BEATVN JSC 1 1457 1457
Fanpage Hội những người thích đọc tin tức 24h 1 1001 1001
70.6% Facebook
28.1% News
0.5% Forums
0.8% YouTube
How to mesure success of a social marketing campaign
Content & channels plays the critical role in campaign
Buzz volume Sentiment ConversionBenchmark
comparison
1. Number of
mentions
2. Number of
interactions
3. (likes, shares,
comments)
4. Effective channel
5. Effective content
angles & tactics
1. Sentiment
(brand &
products)
2. Positive drivers
3. Negative drivers
4. Discussion trend
1. Brand
Replacement
Ratio
2. Share of voice
re-distribution
3. Intentions (to
join, to buy
product..)
1. Rank against
competitor’s
or similar
campaign
2. What works
3. What didn’t
work
Case studies
Biti’s
HunterWin Customer’
Love and
Purchase
Top 10 campaigns with most social buzz (Tet 2017)
Unit: Mention - Time: 12/2016 – 01/2017
544,197
222,150
110,548
32,999
27,279
26,139
25,851
25,137
16,004
9,375
Create huge buzz and consumer’s interests
Leverage Social Influencers
Giveaway, Online shoes hunting, University tour, Virtual reality experience, "Kỳ thực tập trong mơ”, MV,... are tactics used in Biti's Hunter
campaign, yet the most notable tactic is Creating controversial topic "Tết này nên đi hay trở về” starting with unbranded content posted
by many KOLs divided into 2 teams: #teamđi & #teamtrởvề and closing by MV "Đi để trở về" received many positive feedbacks from the
young.
Tap on the most popular trend: TRAVEL
Create huge REACH via Youngster channels
Co-branding with other strong brands
Continue with STAGE 2: Go With Love (Đi & Yêu)
1795
3311
0
2000
4000
6000
8000
10000
12000
18-Jan 25-Jan 1-Feb 8-Feb 15-Feb 22-Feb 1-Mar 8-Mar 15-Mar 22-Mar 29-Mar
TOTAL INTERACTION DISCUSSION TREND (DAILY TREND OF POSTS & COMMENTS)
TOTAL INTERACTION
57,62221,189 posts
1,228,798 likes
274,270 shares
36,432 comments
Launch of Nơi Này Có
Anh MV
SơnTùng’s
Promotional Post for
his new MV on his own
Fan Page
Launch of Teaser of Nơi
Này Có Anh MV
Mention
15th Mar is the deadline of
campaign submission, there are
many appeals from media lure
people to participate “Đi và
Yêu”.
Create “out-of-stock” demand phenomenon
367
232
36
236
142
7
14
5
18
33
3
10
28
35
3
182
74
26
14
3
4
63
18
2
18
1
9
4
34
34
5
4
6
1
8
5
3
65
47
5
1
15
4
7
1
2
CAMPAIGN SENTIMENT EVALUATION PRODUCT SENTIMENT EVALUATION
Prize
Emotion to KOLs
Campaign Rule –
Condition term
Campaign Message
Brand/Campaign Love
Campaign Rule - Timing
Campaign Rule - System
Campaign Result
Product availability
Product for female
Designs
Quality in general
Product size
Colour
Customer Service
Comfortability
Price of Product
Create new short-term TREND of QUOTE
The song “Đi và yêu” created high interaction from media. Many people have used the term “Đi và Yêu” for their
personal post on facebook. Thus, it can be seen that the song from Soobin is very effective in creating viral.
Trend...
CAMPAIGN VIRAL
CAMPAIGN INTENT TO JOIN
BITIS MENTION
PURCHASE
INTENT
CAMPAIGN VIRAL
CAMPAIGN INTENT TO JOIN
BITIS MENTION
PURCHASE
INTENT
Stage 2 (Data cover from Mar 06 – Mar 31st)
8.7%
11.4%
37.2%
42.7% 28.3%
36.4%
11.6%
10.4%
Although there was a short duration period in stage 2, the campaign was very successful in term of increasing Brand Mention and
Purchase Intent level.
Create higher participants & purchase intent
Stage 1 (Data cover from Jan 18th – Mar 05)
Agenda
2
1
3
4
Retail Banking Industry Overview On Social Media
Highlighted Consumer Insights For Banking Industry
Review PR Communication Activites And Campaign
Effective Influencer Marketing For Banking Industry
Effective
Influencer
Marketing
For Banking
Industry
4
PR in Digital Age :: Influencer Marketing?
3 types of influencers
Citizens
Professionals
VIPs & CelebritiesSingers/Actors / Miss Beauty
Athletes /Musicians
Gov Officials
Sector leaders (Founders, C-level,
Executive Directors)
Media/Bloggers
People/Customers/Subscribers/Fans
Casual Blogger
3R which define INFLUENCE
Popularity
Proximity
Goodwill
Frequency
Period
Amplitude
Authority
Trust
Affinity
VIP/Celebs Professionals Citizens
Reach Resonance Relevance
Deliver impressions to
right audienceReach
Influence their
opinions
Connect to brand or
topicRelevance
Resonance
Select the right Influencers for your brands
PR 4.0 - Influencers Marketing
Strong product positioning via 13 different Influencers
Select right influencers for your objectives
Understand influencers’ fan demographics (Who could be reached)
69.7%
29.3%
64.8%
32.4%
2.8%
18-24 25-34 Others
76.2%
23.8%
72.7%
24.2%
3.1%
18-24 25-34 Others
76.4%
22.6%
64.3%
32.8%
2.9%
18-24 25-34 Others
66.4%
32.9%
26.1%
65.2%
8.7%
18-24 25-34 Others
76.5%
22.5%
66.0%
28.2%
5.8%
18-24 25-34 Others
Mix of KOLs in campaign (Celebrities)
Pick and Mix influencers to reach more segments of customers on Social
Media
Fans: 8,402,619
Average post interactions: 15,000
Travel content: 5%
Chi PuQuynh
Anh
Shyn
Fans: 709,637
Average post interactions: 3,000
Travel content: 27%
Mix of KOLs in campaign (Professionals)
Book author
Pick and Mix influencers to reach more customers on Social Media
Fans: 599,495
Average post interactions: 4,000
Travel content: 28%
Nguyen
Ngoc
Thach
Mix of KOLs in campaign (Casual bloggers)
Pick and Mix influencers to reach more customers on Social Media
Followers: 22,124
Average post interactions: 300
Travel content: 26%
Nhi
Dang
Followers: 30,635
Average post interactions: 900
Travel content: 33%
Rosie
Nguyen
Influencer Marketing Strategy
KOL’s Channels
Travel Communitites
PR News
Banner Ads
Remember: CONTENT has to be life-style relevant
Brand provide guideline
for influencer to produce
their own contents and
fit brand into it
Tips: “lifestyle brand advocacy” from influencers
Lần đi Ý chung với con bạn thân, đi mấy ngày không sao, đùng một cái đến
ngày gần về thì nó phát hiện ra cái bóp bỏ toàn bộ tiền bạc và thẻ trong đó
không cánh mà bay.
Lúc đó hai đứa thiệt muốn đứng tim, may mà xử lý kịp bằng cách gọi điện về
nước gấp để khóa thẻ các thể loại rồi tự an ủi nhau là thôi bỏ, của đi thay
người. Nhưng dằn vặt cực kỳ vì số tiền mất tính ra là khoảng 70 triệu vì nghĩ
là đi Châu Âu nên đem theo khá nhiều tiền để xài.
Ban đầu mình cũng khuyên nó là tiền nên chia ra, bỏ trong túi một ít, bỏ ở
khách sạn một ít, nhưng nó không nghe, vì kêu để ở khách sạn cũng không
an toàn. Sau lần nó mất như vậy, mình bị sợ luôn, đi đâu cũng nhức đầu về
việc phải giữ tiền ra sao.
Nào là chia nhỏ ra, bỏ bóp một chút, balo một chút, vali một chút, khách sạn
một chút, xong, nhiều khi trí nhớ cá vàng, đau đớn nhất là cất ở đâu cũng
không nhớ, về kiếm không ra rồi tức khóc lóc vật vã như con thần kinh tuổi
xế chiều, nhục không thể tả.
Và rồi, mình đã tìm ra chân lý của việc dùng thẻ để đi mua sắm ở các nước,
không lo giấu tiền, xài thẻ vừa tiện vừa an toàn. Xu hướng bây giờ là du lịch
để tận hưởng, là dùng thẻ tín dụng để nhận được ưu đãi, thoải mái trải
nghiệm. Đi đâu du lịch quăng vô ba lô dăm ba (chục) bộ đồ, thêm cái ví nhỏ
với thẻ tín dụng thôi là yên tâm ròi.
Và phương án của Thạch là chọn thẻ Citi Cash back đồng hành cho chuyến
đi sắp đến. Kinh nghiệm đi ra sao sẽ chia sẻ cùng các bạn trong thời gian tới.
#CITICASHBACK #CitiExperience
Nguyen Ngoc Thach
How to evaluate Influencer Performance
01
Social Buzz &
Engagement
Relevancy of
Content
Brand
Replacement
Ratio
Campaign
Sentiment
Distribution
Conversion
Ratio
Tips for brands
It’s Quality, Not Quantity
Select the right Influencers, make smart
combination… recommended from
Social Listening
Every customer is an influencer Social Advocacy strategy
Content is king / has to be relevant
For more advices
NGUYEN HAI TRIEU
CO-FOUNDER / PRESIDENT
BOARD OF DIRECTORS
Brand Health Tracking & Brand Audit
Crisis Tracking & Management
Campaign Success’ Measurement (PR & Social)
Category Consumer Research / Trends Spotting
Social Influencers Plan
Social CRM (Customer Portrait, Leads, Prospects)
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