SOCIAL MEDIA
MARKETING
Course name: COMM2383 – Asian Cybercultures
Name:
Ta Thi Minh Huong – s3480712
Vo Thi Diem Trang – s3480032
Pham Mai Ngan – s3342290
Lecturer: Brian McCauley
Assignment 3: Social media marketing
Due day: 10/1/2015
Word count: 3,213
RMIT electronic submission of work for assessment: I declare that in submitting all
work for this assessment I have read, understood and agree to the content and
expectations of the Assessment declaration.
Maple Healthcare
SOCIAL MEDIA
MARKETING
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 1
BACKGROUND INFORMATION
Maple Health Care is a premium clinic which offers high quality technologies and well trained doctors.
However, Maple Health Care has a low brand awareness due to a competitive situation. It is hard for
Maple to differentiate itself from diverse credible, reputable local as well as international dental and skin
care clinics.
Nevertheless, Maple Health Care still can expand its brand awareness based on its chiropractic service.
Firstly, Maple Health Care locates in Phu My Hung, a very potential market for chiropractic because it is
the leader market in this area. Secondly, by building good image from chiropractic, Maple Health Care
can leverage dental and skincare service after that. Due to a limit budget, a very effective way is to
promote chiropractic through social media. The problem is that current usage of Maple Health Care’s
Facebook page is not effective featuring the low interaction between customers and brand. Thus, Maple
Health Care needs social media marketing strategy to improve the performance of their Facebook page.
CURRENT FACEBOOK SITUATION
CURRENT USAGE OF FACEBOOK
● There are two sites of Maple Healthcare on Facebook, “Maple Health Care” - a personal page
and “Maple Healthcare Chiropractic Dental and Skin Care Vietnam)” - official Facebook page of
Maple Healthcare. Thus, this creates a confusion among the customers. Moreover, the Facebook
page’s name is in English, which is very hard for Vietnamese to understand and search for,
especially the term ‘Chiropractic’.
● The brand has high-quality and properly formatted banner and profile images.
● Images and content posted has low quality and not appropriate with the brand values and
missions, which is a high-end, professional and high quality clinic (See Figure 1)
● The brand has a weak presence on Facebook (only 1,000 likes), while ACC, their main competitor
in chiropractic industry has up to 19,000 likes on Facebook.
CURRENT SITUATION ANALYSIS
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 2
● The brand is currently posting an average of 7 times per week, offering a mix of 3 contents
(chiropractic, dental and skin care) in customer photos, event promotions, educational posts,
industry news. The frequency of post is good, but the content need to be more concise and
engaging to the customers.
CURRENT FACEBOOK ENGAGEMENT
● In the recent month, due to frequently post and use promotion on Facebook, Maple Healthcare
Facebook page has:
- More organic likes along with paid likes
- Increased in the Page reach (more than 3,000 reach)
- Increased in Post reach (by 303%)
● Engagement has increased.
● The most engaged post is an educational post providing useful information to solve common
problems among Vietnamese (numbness in legs and arms). (Maple Healthcare 2015)
KEY OPPORTUNITIES
● Public hospitals are crowded and overloaded due to the increasing of population. Furthermore,
they are lacking advanced infrastructure and technology (Solidiance 2015). These limitations
open the door to private healthcare providers such as Maple Healthcare clinic as they provide
high quality, modern technology and machines.
KEY CHALLENGES/ OPPORTUNITIES
Figure 1. Designed image is not appropriate with a professional
and high-end brand
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 3
● Internet becomes the main source for Vietnamese who seek for health information (Cimigo
2015a). Some of the internet platforms Vietnamese searching health information are online
newspaper, forum, social networking site, search engine. While Facebook is the most popular
social networking site in Vietnam, it is an advantage of clinics like Maple Healthcare to advertise
and attract new customers through Facebook.
KEY CUSTOMERS CHALLENGES
● As the messages are more clutter and complicated, people tend not to believe at the first time
they expose to. Once they have paid the attention, they are likely to search more information to
reinforce their understanding and ensure the information. (Cimigo 2015b)
● As Maple healthcare is the high-price services with high price, post-purchase dissonance could
happen anytime (Hunsinger 2011). Therefore, our operation team (doctors and nurses at the
clinic) should also work as we do promise.
● Urban and upper-income residents are more willing to spend their money in health care services,
as long as it is worthy. This is because health is one of the top 3 concerns in their lives (Cimigo
2015a)
● People often access to healthcare information by friends, parents and other doctor’s introduction
are seen as the most credible sources (Q&me 2015)
● Importance when choosing a hospital (Nguyen 2014):
▪ The ability of doctors to treat their needs.
▪ Latest facilities
Thus, to convince customers to use the service, it is important to showcase the reliable of doctors
and the modern and efficient of facilities.
KEY PROBLEM ANALYSIS
● Although the total page like has growth 20%, the engagement rate is low (4%). The Engagement
Rate is calculated by taking the total PTAT (people talking about this) and divide by the total
number of likes. Survey from Likealyzer (2015) has shown that in order to reach success on
Facebook Maple Healthcare page should have an engagement rate greater than 7%.
● Moreover, the page lack of questions raised. There are two major advantages to pose questions
to fans. It activates fans leading to greater visibility for the Page and at the same time providing
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 4
Maple Healthcare with answers to questions that may be crucial for the clinic's sales and
marketing.
● Increase people’s awareness and engagement with chiropractic - a new treatment way and the
main image of the clinic as well
● Generate credible sharing from patient’s referral about Maple Healthcare Clinic as a high quality
services for healthcare industry.
● Foster customer loyalty by indicating Maple Healthcare as a trustworthy center for a long term
partnership
● Provide customers with engaging experience on Facebook
● Achieve 80 – 120 new clients each month
● Leverage better skin-care and dental services.
GOALS
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 5
AUDIENCE PROFILE
● We tend to target diverse group of people that have health problems related to our chiropractic
services. They have middle and high income, who are willing to pay high price to achieve good
service quality. Their online behaviors are frequently reading news, chatting and visiting social
networking for updated information (Cimigo 2015a)
● The most important insight is 80% Vietnamese don’t see doctors when they get hurt (Q&me
2015).. They tend to relax in bed, eat good food or doing exercise to improve the situation. This
is because they do not realize the seriousness of the symptoms
ADVERTISING CONCEPT
- Understanding that the Vietnamese tend not to see the doctor unless the symptoms become more
serious. Our advertising concept is to emphasize the important of professional treatments when
people get hurt. It is because: “Your health is your family’s wealth”.
- Maple Healthcare helps you to improve health, which is closely connected to your family’s wealth.
CONNECTION TO THE BRAND IDENTITY
- Maple Healthcare brand image is premium, trustworthy, high profile and high standard quality
Chiropractor
- Maple healthcare’s key message: Health is wealth
PROPOSITION:
Based on different target audience, we will have different important messages, which all messages will
reinforce the key message.
STRATEGIC MARKETING PLAN
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 6
OVERALL STRATEGY
Many of customers get hurt but do not have a professional treatment leading to dangerous
consequences. We want to make people seriously aware of bone & joint-related problems. Our strategy
is to expand chiropractic awareness among diverse types of customers. We want to generate
conversation and create engaging experience that match with customer's’ needs. By doing so, we
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 7
aims at creating brand awareness and building customers relationship for Maple Healthcare before
gaining sale.
POSTING FREQUENCY
For maximum brand exposure, posting frequency will be set at 2 times per day, 7 days per week. The
golden time for posting should base on Facebook Page Insights (click ‘Posts’ then ‘When Your Fans Are
Online’). The common golden time is 11am, 3pm and 8pm (It can be adjusted to Facebook Insights)
POSTING STRATEGY
80/20 strategy: We will have 80% of content is non-branded and aims to generate conversation and
20% of branded content aims to enhance brand presence.
According to Hines (2015), the traditional formula for audience engagement on social media is 80/20.
This means eighty percent of our content is for our audience, for their interests and desires; other twenty
percent will be used to promote our business in terms of sales, marketing, self-promotion, for instance.
This is because audiences are often looking for the beneficial content, which makes content marketing
is more important to be the central of a whole strategy (Hemley 2013). Thus, cutting through the clutter
and try to provide the prospect with valuable information they are look for will encourage audiences’
participation and share their relevant ideas to our niche.
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 8
GENERATING CONVERSATION VIA NON-BRANDED CONTENT
TARGET 1: WOMEN (WIFE)
1. Generating sharing content “Have you cared your man today?”
Men often against going to the hospital rather than women. They believe "Men are invincible”, who
supposed to be strong, tough, resilient and hard workers. Thus, they consider that going to the hospital
is a signal of weakness. In order to get people involved in our conversations in the very first step, we
would raise a topic that men are not invincible and they are likely to get pains. Therefore, they need to
have professional treatment like chiropractic when they get hurt. However, research shows that
dissonance happened when people face a situation where the delivered health message is in conflict
with their current belief and attitude. Cognitive Dissonance refers to an uncomfortable stage when
individual holds conflicting opinions (Severin & Tankard 2010). These contradictory opinions in
audience’s mind lead to selective exposure and make audiences refuse to receive message from brand.
Understanding that it is hard to convey the messages about chiropractic directly to men, we find another
way to approach the target customers.
While men often make the purchase decisions with regards to home maintenance, women are usually
responsible for the caring the family’s health. In addition, women are generally more health conscious
than men. Hence, women play an important role in encouraging their men to take the right actions towards
health problems. Harnessing women is an effective way to change their men’s perception towards health
and especially chiropractic treatment.
2. Photos sharing contest “Men in my family”
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 9
Contest is an effective tool for building fan base as well as deepen the relationship between the
brand and its target customer. A user-generated content (UGC) promotion such as a photo or
video contest is a great way to do just that (Pickering 2011). UGC contest tap encouraged
customers to produce their own contents on brand communication channels, which definitely
helps the brand to create interaction. Most importantly, when customers upload their personal
content, they are naturally invest to the brand.
3. Re-sharing Fan Content
- Good photo & sharing of the week will be shared on Maple Healthcare Facebook page
Sharing fan content is an effective way to build customers relationship with brand.
4. Give-away
In order to get referral from our Facebook fans, we would have a give-away activity. We will ask the
audiences to tag 3 of their Facebook friends and invite them to like the page and comment a number.
Then, Maple Healthcare will choose 10 lucky number to give free voucher from Maple Healthcare.
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 10
The purpose of this give away is to get referral from current fans. By tagging other friends, the
page engagement will be improved. The most important thing is the page is likely to get more
likes from these referral.
5. Tips
Tips are effective way to get customers engagement. The reason is that customers get benefit from these
informative information; therefore, they more willing to share, comment and like the post. Taking
advantage of this insights, we will post tips relate to how to keep bone and spine healthy / How to take
care your men’s health.
Headline: 10 ways to keep your bones health
1. Exercise REGULARLY
2. Keep Moving
3. Keep a Balanced Diet
4. Smoking and Drinking
5. More milk and Cheese
6. Drink Supplements
7. Consult Your Doctor
8. Reduce Cola Consumption
9. Check Your Weight
10. Pass on Salt Please!
Tips is shown as the most effective way to get customers engagement. The reason is that
customers get benefit from these informative information. Therefore, they more willing to share,
comment and like the post.
TARGET 2: SPORT-ORIENTED TARGET
Sport-oriented men would love to pay more attention about sport activities as well as problems related.
Therefore, we tend to have content about bones and joints problem when playing sports every week.
Some news about sports injuries will be updated, which relate to popular sports among target audiences
(Football, basketball, running, badminton, tennis, golf, etc.)
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 11
1. How-to Articles:
How to avoid common injuries in football
- Drink Lots of Water
- Warm Up/Stretching
- Technique
- Reduce Impact
- Get a Sports Massage
- Train Light
- Give Yourself Time to Recover
2. Re-sharing article:
Andy Murray gets adjusted mid-match and wins
Earlier this week at Wimbledon, tennis star Andy
Murray started to experience shoulder pain in the
middle of his match. Murray called a timeout and was
adjusted right on the court. However, he went on to
win the match after that.
3. Videos:
Tips on exercise to have strong bones
TARGET 3: PREGNANT FEMALE TARGET
Most of Vietnamese pregnant women are not aware of pains during pregnancy period. Therefore, we
would like to give the warning and emphasize on the bad effects of back pain during pregnancy by using
the topic that back pain is not anymore an usual symptom. It is the premise for other serious pain.
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 12
1. Educational post on the issue
Headline: Tips to reduce back pain at
home: Safety exercise.
Infographic
Infographics provide quick approach to
facts, tips that will help businesses
increase online visibility and foster
customer engagement.
Video
(High quality: HD, around 1 minutes)
The main activity of target customers
(women) when they go online is watching
videos. Therefore, posting videos will make
them more likely to engage.
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 13
CREATING ENGAGING EXPERIENCE VIA BRANDED CONTENT
DRIVE EXISTING BRAND LOVERS TO FACEBOOK
“Like Us on Facebook” call-to-action on the brand’s website, employee business cards, email
signatures.
FOSTER BRAND-TO-BRAND ENGAGEMENT
Throughout the year of 2015, Maple healthcare has coordinated with companies’ events in terms of
providing healthcare services or coaching about chiropractic methods. Therefore, Maple healthcare could
take advantages of these relationships to foster brand-to-brand engagement. It will help facilitate
reciprocal promotion and exposure from other complementary brands, in turn gaining exposure to their
consumer fan base who are highly likely to be interested in the brand.
Brand-to-Brand engagement will be fostered by “liking” and interacting with other brand pages as the
brand page, particularly those related to Maple Healthcare activities: Unilever, FIT24 PT, YOFI – PT.
LINK POSTS FROM THE WEBSITES
Creating post with short text and a link from website will help brand drive more traffic to website.
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 14
EXPOSE IMAGES OF CLINIC
“Meet our team” post
“Meet our team” post help the brand showcase themselves.
Showing the doctors of Maple Healthcare will make customers have
a better look at the quality of service provided. Furthermore, the
page can also share the information related to doctors such as their
quality, their patient’s compliments, etc.
OFFERS/ COUPONS
According to Cummins & Mullin (2010), sales promotion is the most effective incentive for customer to
experience our services. This is also a great way to build a good moment-of-truth.
Therefore, we aim to have some sales promotion activities on our Facebook page, which target to all
three types of audiences. Customers will book an appointment with doctor online to get 10% discount
- Sales promotion activities on ‘Father’s Day’,
- Sales promotion activities for sport oriented men at the end of July. This is because they often play
sports more in their summer time.
- Sales promotion activities for pregnants.
BUILD CUSTOMER RELATIONSHIP THROUGH SMALL TACTICS
CALLS TO ACTION CONTENT
In order to increase fan engagement, nearly every post will contain a call-to-action to solicit comments
and re-shares. For example, we would provide tips with the conclusion “How these tips would help your
health at home” or “Just visit our doctor to get free consultation and further tips”
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 15
RESPONSE TO FAN COMMENTS/ POSTS
- The brand will respond to most user comments and timeline posts within 12 hours, including
weekends. If there is a difficult question, the marketers have to discuss with the doctors in the
working time and reply to fans within 24 hours.
- All the communication has to be polite, professional with trustworthy information.
ADVERTISING
GET MORE PAGE LIKES
- Solicits new fans by telling friends of existing fans that their friend likes the brand’s page. Has
built-in “vote of confidence” and “word of mouth” effects.
- These are often found in the right hand column of Facebook as well as in the News Feed.
-
ADVANCED OPTIONS - AD MANAGER
Facebook has provided traditional type advertisement in order to help the brand promoting for external
sites. In comparison with other social network ads, Facebook offers us more character length which
allows the generator to add more text and illustrated images. The most important benefit is targeting
customer precisely in terms of demographics, personal interests, etc. Last but not least, people come to
Facebook not only to seek for news but also to create personal information, it will enhance retention rate
obviously. Examples of targeting options:
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 16
PROMOTE PAGE POST
- Boost the post content that originate from Maple Healthcare
- Content that helpful for the customers.
- Promoted post aim at getting new fans.
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 17
CONTINUOUS IMPROVEMENT
SEO TACTICS
Strengths Weaknesses
● SEO in English is quite good
● In Vietnamese, the competitive is extremely
high. Therefore, Maple healthcare has not
worked effectively when searching related
terms.
Recommendations
● Develop other key terms in Vietnamese such as:
○ Chữa đau lưng
○ Chữa đau lưng cho bà bầu
○ Phòng khám đa khoa thần kinh cột sống
WEBSITE TACTICS
Strengths Weaknesses
● Beautiful design and well-organized
content
● Attractive images
● Have clients’ feedback session
● The amount time of each visit is low
Recommendations: Improve content which match viewers’ needs
We will have evaluation weekly to catch up with any changes or improvements from the audience in
general. This weekly evaluation focuses on total number of fans, overall engagement rate and post
engagement. In detail, we tend to investigate in page-level and post-level to have the deeper understand
of customers’ attitude and behavior. Finally, Google Analytic will be used to evaluated our website and
SEO tools
METRICS
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 18
Level of metrics Types of metrics Rationale
Weekly evaluation
TOTAL NUMBER OF FANS
We aim to increase the total number of fans
by a minimum of 2% per week (20 more
fans per week)
The following metrics will be
reported on weekly and will
be used to find opportunities
for continuous improvement
These numbers are
fundamental to have overall
understanding and update
towards our Facebook page.
If there is any significant
change will be notice
immediately.
OVERALL ENGAGEMENT RATE
We aim to increase the overall engagement
rate by a minimum of 0.25% when we have
activities (contest, sales promotion)
POST ENGAGEMENT
The target engagement rate for individual
posts is a minimum of 1%, calculated by
dividing the number of “Likes, Comments &
Shares” by the total reach for that post.
(Socialbakers 2014)
Page-level
● Net Likes: What Changed
(Unlikes, Organic Likes, Paid Likes,
Net Likes)
● Where Your Page Likes Came
From
● Post Reach (Organic vs. Paid)
● Likes, Comments, & Shares
● Hide, Report as Spam, & Unlikes
(Hide Post, Hide All Posts, Report as
Spam, Unlike Page)
● Other Activity (Mentions, Posts by
other people, Checkins, Offers
Purchased)
● External Referrers
These metrics alone could
help us measure the
effectiveness of our activity,
we should better combine
them with post-level metrics
to have the best
understanding about
customers’ behaviors.
(Warc 2015)
Post-level
● Post Total Reach, Lifetime Post
Organic/Paid/Viral Reach
These are the only relevant
indicators of the performance
of your content. The other
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 19
● More professional, informative but caring voice ● More related to the audience (adult)
TONE OF VOICE
TIMELINE
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 20
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Women Sharing
content
Contest
Offers
Sport-
oriented
Sharing
content
Offers
Pregnant Sharing
content
Offers
Others Infographic Twice a month
Tips Twice a week
Video Once a month
ad
Based on the content emphasis that month, about 3-6 times a month
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 21
After chiropractic service has proved its position on consumer’s mind, we are going to leverage other
services: dental and skin-care. Those services could be linked to current activities. For example,
pregnants women visit the clinic could get the 10% discount when coming back for skin-care services,
which has the time-limit for 2 years.
By the initial researches, we outline the potential target customer as in Appendix A
BUDGET
FOLLOW-UP ACTIVITIES FOLLOW-UP ACTIVITIES
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 22
American Heart Association 2015, The Top 10 Reasons Men Put Off Doctor Visits, American Heart
Association, viewed December 25 2015, <http://www.heart.org/HEARTORG/Conditions/Heart-Disease-
--The-Top-10-Reasons-Men-Put-Off-Doctor-Visits_UCM_433365_Article.jsp>
Cimigo 2011, “2011 Vietnam Netcitizens report: Internet usage and development in Vietnam”, Cimigo,
viewed 31 December 2015, <http://www.cimigo.com/en/download/research_report/348>
Cimigo 2015a, Consumer healthcare trends 2015, viewed December 27 2015, Cimigo.
Cimigo 2015b, Just how connected are Vietnamese consumers? Online, on mobile and through social
networks, Cimigo.
Cummins & Mullin 2010, Sales Promotion: How to Create, Implement and Integrate Campaigns that
really works, 5th edition, Kogan Page, London.
Dat Viet Online 2014, “What scares married woman the most”, Dat Viet Online, 29 August, viewed 31
December 2015, <http://baodatviet.vn/doi-song/gia-dinh/phu-nu-da-co-gia-dinh-so-nhat-dieu-gi-
3055399/>
Emeric 2013, 6 Facebook Metrics Marketers Should Be Measuring, Social media examiner, viewed
January 5 2016, <HTTP://WWW.SOCIALMEDIAEXAMINER.COM/FACEBOOK-PAGE-METRICS/>
Hemley 2013, ‘26 Tips for Getting Started With Social Media Marketing, Social media examiner, viewed
January 3 2016, <http://www.socialmediaexaminer.com/26-tips-for-getting-started-with-social-media-
marketing/>
Hines, K 2015, ‘7 Ways Your Facebook Page Can Help Your Business’, Social
media examiner, viewed January 3 2016, <http://www.socialmediaexaminer.com/ways-your-facebook-
page-can-help-your-business/>
Hunsinger 2011, A Model for Understanding Social Commerce, Journal of Information Systems Applied
Research, vol. 4, No. 2,issue 1946-1836, <http://jisar.org/2011-4/N2/JISARv4n2p63.html>
Likealyzer 2015, Review of Maple Healthcare Chiropractic Dental and Skin Care Vietnam, viewed 2
January 2015, <http://likealyzer.com/facebook/maplehealthcare>
Maple Healthcare 2015a, homepage, Maple Healthcare, Vietnam, viewed December 28 2015,
<http://maplehealthcare.net/>
Maple Healthcare 2015b, ‘RMIT presentation’, in client briefing, Vietnam, December 16 2015, Maple
Healthcare.
REFERENCES:
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 23
Miller 2012, 5 Simple Metrics to Track Your Social Media Efforts, viewed January 5 2016,
<http://www.socialmediaexaminer.com/metrics-to-track-your-social-media-efforts/>
Moore 2015, Vietnam Digital Landscape 2015, Moore Online Solution and Development Corporation,
viewed December 28 2015, <http://moore.vn/>
Nguyen 2014, ‘Service Quality and its Impact on Patient Satisfaction: An Investigation in Vietnamese
Public Hospitals’, Journal of Emerging Economies and Islamic Research
<https://www.researchgate.net/publication/262840305_Service_Quality_and_its_Impact_on_Patient_S
atisfaction_An_Investigation_in_Vietnamese_Public_Hospitals>
Pickering, B 2011, 4 Reasons Why Contests Should Be Part of Your Marketing Strategy, Mashable,
viewed 3 January 2015, <http://mashable.com/2011/07/21/contest-marketing/#PrlAIiMcbiqB>
Q&Me 2015, Medical situations among Vietnamese, Q&Me Vietnam market research, viewed
December 27 2015, <http://qandme.net/vietnam-report/Medical-situations-among-Vietnamese.html>
Severin, WJ & Tankard, JW, 2010, ‘Festinger’s Theory of Cognitive Dissonance’ in Communication
Theories: Origin, methods, and uses in the mass media, Pearson, pp. 142-145
Socialbakers 2014, Finding The Right Engagement Rate for your Facebook Page in 2014, viewed
January 5 2016, <HTTP://WWW.SOCIALBAKERS.COM/BLOG/2137-FINDING-THE-RIGHT-ENGAGEMENT-RATE-
FOR-YOUR-FACEBOOK-PAGE-IN-2014>
Solidiance 2015, Beyond Hanoi and Ho Chi Minh City: Emerging Opportunities in Vietnam’s healthcare
landscape, Solidiance Reseach Company, viewed December 27 2015,
<http://www.solidiance.com/whitepaper/vietnams-healthcare-opportunities-beyond-hanoi-and-ho-chi-
minh-city.pdf>
Warc 2015, ‘Social media ROI: Measure more than likes and shares’, Warc 2015,
<http://www.warc.com.ezproxy.lib.rmit.edu.au/Content/ContentViewer.aspx?MasterContentRef=f5a524
5e-05d0-49c6-89af-6005b1621d05&q=metrics+on+social+media&CID=A105451&PUB=JAR>
Yasny 1986, Drill, not bill, makes people avoid dentists, Toronto Star, viewed January 3
2016, <http://search.proquest.com/docview/435497506?accountid=13552>
SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 24
Dental services Skin-care
Geographic ● Ho Chi Minh City, especially residents in district 4, 5, 7, 10
Demographic
● 25-35 years old
● Both male and female
● Have innate dental problem
influencing on
appearance/beauty
● 30-40 years old
● Female
● 1-2 children/divorced
Psychographic
● Their career is increasing with
lots of new networks and
relationships, which makes
appearance is one of the most
important factors.
● People do not check their teeth
gradually until they feel hurt and
get bleeding. (Yansy 1986)
● Seek for skincare
products/services that can
rejuvenate their looks
● Have daily skincare routine
since at least 2 years ago
● Married woman has less free
time to take care their beauty
(Dat Viet Online 2014)
Insights
● Believe that bad appearance may
affect on their luck and respect
from other people
● Vietnamese women are afraid
of being old, especially the
quality of their skin after they
have children.
Key message
Maple Healthcare center provides
careful and gentle services to dental
patients. It helps target customer taking
care their health at comprehensive level.
Maple healthcare center offers target
customer the refined beauty which
was lost in the past.
APENDIX