socialheat: social listening & market intelligence

Manage online reputation & market watch with:

SOCIAL LISTENING & MARKET INTELLIGENCE

Nguyen Hai Trieu / [email protected]

om0913-674-095

YouNet Group

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Social Media

Analytics

Enterprise Social Intranet

NicheSocial

Network

Total social brand building & solution

YouNet Group: build social-enabled businesses

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Build your own social network

2010

Founded since 2010 with US & VN offices

We help global communities & companies build niche social network for branded communities of target customers

Had been #1 most perferred niche social network solution in North America

YouNet Media

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Listen – Understand – Engage & Convert Social Customer

Founded in 2013 Listen – monitor and analyze all Vietnam

social media & news Help companies & organizations in

managing online reputation, understand target customers feedbacks, engage and build brand love with Social Customer Care & Social CRM

YouNet Social Intranet

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2014

Founded in 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…

YouNet Media

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With SocialHeat, the only true real-time and comprehensive SOCIAL MEDIA LISTENING platform specialized in Vietnamese analytics, YouNet Media helps Brands, Agencies and Organizations to get instant Brand health, Marketing effectiveness, Target Consumer insight & Trend to win brand love and boost sales. Moreover, Social Customer Care allows brands find and engage with target customer to solve crisis, complaints and build social CRM.

Reputation MonitoringSocial Media ResearchMarketing MeasurementSocial Customer Care & CRM

Social Media Research: Category competitive analysis & consumers insights.

Best fit for:1) New business launch

2) Marketing strategic planning

Always-on Brand Tracking

1) Crisis prevention

2) Periodical Brand audit reportEngage, Manage & convert customers from social media

Analyse category trends

Track and measure campaign effectiveness & brand resonance.

Recommend Contents & Channels.

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23

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YouNet Media key people

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We service our clients by Technology & Marketing veterans and highly qualified research experts.

Nguyen Hai TrieuCEO / co-founder

17 years in Internet & marketing business

MBA (Hawaii, USA)MS of Computer Science (HUT)

Former co-founder, CEO/COO of Internet marketing, search engine,

social networks.

Quan Thanh ThoR&D Director

PhD. Computer Science (Nanyang Technological University,

Singapore)Head of Computer Engineering

Department, University of Technology, HCMC

Expert in Natural Language Processing research & development

Bachelor of Business (Finland)

4-year Research expert

(Acorn, OgilvyOne)

Thai Thuy NgaResearch Team Leader

FTU Bachelor

4-year Social Media

Marketing & Analysis

Mai Cam LinhSocial Media Team Leader

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From INSIGHT to ACTION

Listening Understand Engaging Converting

Social Monitoring + Command Center Reputation Monitoring & Alert Customers Trends detection & report (products,

categories) Competitors monitoring (marketing, customers

feedback)

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.

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)

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With SocialHeat, the only true real-time and comprehensive Social Media Listening platform specialized in Vietnamese language analysis which collects & evaluates online news & customers discussions to measure brand health, marketing effectiveness, marketing insights and consumer trend as well as directly create conversations & managing potential customers to build brand image & brand loyalty.

Sentiment Rating

Data Minin

g

1,050,000 Facebook pages & groups (Vietnam) 9.7 milliion Facebook pages (Global) 200K Youtube channels 1,000 news, forums, blogs, reviews, e-

commerce sites

Brands Insight Consumers Insight Product Innovation Marketing

Measurement Social Trends

Largest Data

Sources

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AutomaticAutomatic

Search for new sources, categorize feedbacks, measure

enagement…

Largest data pool1.05M fanpage & groups Facebook250K Youtube channels1,000 forums, news…

Automatic Sentiment Rating (customer feedback

& emotional connection to

brands)

Real-time update Within 5mins –

maximum 1 hour

(all sources)

Our best-in-class Social Monitoring platform are fully automatic in searching, collecting and analyzing customer feedback, perception & emotional connection to your brands at the maximum delay of 30-60 minutes which allow brands to have INSTANT WATCH of brand health and competitors’ marketing moves.

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SOCIAL MEDIA RESEARCH

Category Research: Brands & Consumers U&A

Target Audience (TA) Trends Research Social Trends Research

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SocialHeat is the most comprehensive real-time collection & analytic platform for “Consumers conversations” on all Social Media Channels in Vietnamese.

By defining keywords relevant to the category, Our Researchers will 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.

Sentiment Rating

Data Categoriz

ation

Brands Insight Consumers Insight Product Innovation Marketing

Measurement Social Trends

Research Methodology: Social Listening

Largest Social Data SourcesOf VIETNAM

Vietnam Social Media:1,050,000 Facebook fanpages & groups23M Facebook profiles250,000 Youtube channels1000 Online news, forums, review, Q&A, Retail sites10,000 personal blogs

Process of Social Media Research

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Data PoolVerifying Data & Sources

Classifying data

Quality Control Reporting

• Create Data Pool with KEYWORDS: related to Power Milk, Moms usage & behaviors, Milk brands

Verify Audience Profiles (exclude irrelevant audiences: Seeders, Male….)Review & classify all mentions Mark appropriate tag & attribute to the crawled data according to our objectives:• Brand perference• U&A• Purchase Drivers & Barriers• Loyalty/Adocacy drivers

Statistics data analyzed by qualified Social Media Researchers to provide insightful report about defined objectives:

• Valid data is double-checked by QC team to ensure the quality of data

Steps to create data – verify – scoring and reporting based on Social Data.

Customer Decision Journey Research

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Social Listening gives TIMELY & INSIGHTFUL assessment of key drivers of Brand Choice, Loyalty or Dissatisfaction

PURCHASE DRIVERS

brand preference, product quality,

customer service, Advocacy…

Dissatisfaction Drivers,Barriers

(product quality, price, benefits, Brand)

CHANNELS & INFLUENCERS

(Where, Who)

Key ADVOCACY Factors?

(product quality, price, benefits, Brand)Dissatisfaction

DISCUSSION TOPICS

Most interested topics (parenting, baby care, baby

nutrition..)

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SocialHeat also classifies insight by audience profile groups in Facebook for more in-depth REGION-BASED insight analysis.

Audience Profiling Analysis unique capability of YouNet Media

By region: Customer insight can be deep dive by locations (North, South of Vietnam) for better understanding of regional audience behaviors.

Brand attitudeCategory behaviors, hobbies, habits

Auto categorization of customer feedbacks

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Automatically categorize Customer Feedbacks into pre-defined BRAND PREFEENCE and PURCHASE JOURNEY .

Data Research team will then verify the scoring & encode to ensure 100% relevancy and quality.

Brain development

Better digestion

Nutrient

Taste easy to drink

Enhancing resistance

Height development

Weight development

Not causing body heat

Price

Promotion

24.5%

23.5%

16.2%

12.3%

6.9%

5.9%

4.9%

2.5%

2.5%

1.0%

Example category: Power Milk

Dissat

isfied

Recom

mend N

OT to b

uy

Advoc

acy

Purch

ase/L

ikely

To Buy

Consid

erat

ion

2510

120

370

230

Customer Purchase Journey (on Social)

Customer feedbacks & Influencers

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Automatic classify customer feedbacks into categories, for strength & weaknesses. Identify KOLs related to the conversions.

Crisis Alert

1. Media (báo chí, truyền thông, blogger…)

2. Social influencers (người ảnh hưởng XH chung):

3. Industry influencers: E-commerce/Internet Marketing Technology Entertainment

Reputation

Personal Financial Package

Corporate Financial package

Customer Service

Banking fees

Internet Banking Service

Staff

ATM & office conveniency

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

7%

5%

15%

10%

12%

8%

10%

30%

58%

35%

5%

50%

45%

17%

28%

15%

NeutralNegativePositive

1. Alert when post từ Influencers2. Categorize users: Influencers

& Users3. See history of users’

discussions

Example category: Banking

Identify Social Influencers

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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

TRENDS RESSEARCH: How to identify trends

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A trend is confirmed when:1) It creates high and peak volume of discussions and sharing on Social Media (from qualified sources), AND

2) Starting to create increasing voluem of SEARCH volume (from GOOGLE).

Keyword: “collagen giảm cân”Trend Type: Health & Beauty

SEARCH TREND:

Starting to increase search

Conversation Volume:

Increasing volume in WEEKLY period in Forums, Facebook and news

How a trend is discovered & confirmed?

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Beside the volume, Trend verfication will be done in final step by filtering trustworthy sources to avoid noise from other channels.

Category: “beauty and health”

White docto

r

Collagen

Theface

shop

Skinfood

Đẹp da

Trị nám da

Dưỡng thể

Detox (giảm

cân)

Protein

-

100,000

200,000

300,000

400,000

500,000

600,000

480,000

278,000 240,000

198,000 145,000 135,000 112,000 85,000 74,000

Trend candidates: VOLUME OF DISCUSSIONS

Tinhte.vn

Webtretho.com

Lamchame.com

Đẹp mỗi ngày

Vnexpress.net

Android Store VN

Functional food

Elle Fashion

Vietnam Fashionshow

- 2,000 4,000 6,000 8,000 10,000

8,473

7,483

5,830

4,726

3,742

2,743

1,840

1,202

904

Example: top ranking trust sources

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REPUTATION MONITORING

COMPETITORS REPORT

Social Monitoring + Command Center Reputation Monitoring & Alert Customers Trends detection & report (products,

categories) Competitors monitoring (marketing, customers feedback)

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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-fit-for managing consumer discussion & crisi prevention.

Social Media Command Center

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

Reputation Monitoring

Users’ Personal Phone Contact Info:

We can map “mobile phone number” to 60% FB profiles for faster/better crisis resolution.

Our consumers analysis can be drilled down to different Demographics & Locations (regions)

Crisis management process

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(1) detection (2) Evaluation & Planning (3) Action (4) Report

Brand tracking in realtime

Alert by SMS & Email (with sentiment level)

Evaluate negative threats, category into LEVEL of crisis.

Crisis Levels:1. Inquiry for

information (Q&A)2. Trivial Complaints3. Serious Complaints4. Brand crisis

Report crisis management result Brand health impact

(negative vs positive) Brand perception

change Details of

conversations trend.

Confirm RESOLUTION and ACTION:

1. Neutralize negative discussions.

2. Personal contact3. Threads deletion4. Crisis SEO

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

Crisis resolution work flow

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High-level resolution process from detection resolution reporting continue to monitor.

Continuous Daily Tracking

Alert to BRAND (with details)

Find resolutions with Client team

No

Yes

Product Question?

Seeding Provide information

Potential Crisis?

Neutralize negativeNo

Yes

Notify Client team Continue to monitor

Delete thread /Seeding Monitori & report

Instant alert of potential crisis

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With FASTEST listening and AUTOMATIC sentiment rating, we can inform clients with potential risk conversations and news only within 1-hour, by SMS & EMAIL.

Crisis Alert

Real-time crisis & issue alert to CLIENT TEAM: Serious Negative discussions or news

Negative Threads which have HIGH reach of users or engagement (comments, replies)

Threads with HIGH % of NEGATIVE comments (configurable by us). Eg. 30% of negative and total more than 10 comments.

ALERT setup

Estimation of Users Reach

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By our prioprietary algorithm, SocialHEAT is the only tool which can estimate number of VIEWS from all the buzz in all and each media. This helps to measure IMPACT of crisis or virality.

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?

Tracking of competitors

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With the same tracking methodology (keyword-based), SocialHeat automatic compare BUZZ, Share of Voice, Sentiment and Channels of MJN brands and competitors. SOV can be split by Owned & Earned + Paid media.

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CAMPAIGN TRACKING

Track and measure marketing campaign: Pre-campaign evaluation During campaign (monthy) Post-campaign evaluation

Campaign tracking

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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…

Start CompleteChannels – KOLs - contents – activities

Campaign objectives (brand essence, positioning)Post campaign

Audit & recommendations Audit & recos Post-campaign effects

Monitor to discover NEGATIVE issues about brand, campaign, TVC, content… to prevent brand damage

Campaign audit report

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

BRAND1. Buzz volume trend: All, by platforms,

by channels, by media (owned & earned).

a) What are major buzz drivers?

b) How much buzz contributed to the brand buzz.

2. BRAND PLACEMENT: % and volume of brand impression in total campaign buzz

3. Campaign sentiment: how campaign bring Positive buzz for the brand.

4. BRAND RESONANCE: How the campaign resonance to the brand essence, positioning, perception…

SOURCESPEOPLE & TOPICS

1. Top sources & channels (volume & engagement rate)

2. KOLs & audience engagement score.

3. Top popular topics & posts:

a) In buzz volume (mentions)

b) In engagement rate

4. Verbatims of most popular positive & negative discussions

Recommendations of:

1. Content: best type, angles, publish time, channels…

2. Channels: best to take care, best for seeding

3. KOLs

4. Social media management: better seeding…

RECOS

Note: contact us for sample campaign audit report

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SOCIAL CUSTOMER CARESOCIAL 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)

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Social Customer CareSocial 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 Customers

Social CRM

Traditional channels

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Social Customer CareWit 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…

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Social Customer Care Talk directly with the customers from ALL sources/channels by one single interface. Assigned to multiple AGENTS (members), by SUPERVISORS.

Agent replies to users conversation by “user” or “brand” account.

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

Collect relevant conversations

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Social Customer Care: professional process

(1) Listen to conversations

(2) Participate to Conversations

Answer QUESTIONS

Solve COMPLAINTS

Persional Messaging

With SocialHeat, listen and collect real-time discussions of consumers on all social media channels related to our category to identify potential conversation and customers.Social Customer Care:1) Allow SUPERVISORS to assign relevant conversations to

CS AGENTS for direct engagement2)Supervisors can define:

Rules to automatic assignment to Agents based on: Category of discussion, sentiment, channel…

Or tag & assign manually to each online agents.3)Agents can:

Particiate in the conversation to answer Question & solve complaints (Facebook, Forums)

Engage directly with consumers via personal messaging (Facebook chat, Forum inbox).

“SocialHeat is the only Social CRM tool which can response to 90% of Vietnamese forums”

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Social Care: Customer Report Dashboard

Customers Statistics – Maternity Stage, Brand Attitude, Consumer journey

20%

25%

18%

10%

27%

Maternity Stage

1-month

3-month

6-month

8-month

Other Recommend NOT to buy

Recommend to Buy

Purchase Intent

Preference

Consideration & Evaluation

0.0% 20.0% 40.0% 60.0% 80.0%

10.0%

15.0%

35.0%

45.0%

70.0%

Positive Neutral Negative0%

20%

40%

60%

80%

100%

29%

88%

12%

40%

92%

8%

Last MonthNOW

Brand Attitude

Consumer Journey

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OUR INDUSTRY EXPERIENCE

Field experience…

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Our social media analyst & research team are experienced in Brand, Campaign monitoring, research and social audience targeting for varied categories, with global & top local brands.

handphone Milk

Airlines Banking & finance Education

Baby Care Coffee Coffee Chain

MotobikesPharma

Beverage E-commerce And more…

Customers list will be shared in meeting

Typical customers

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We are trusted by leading International and Local brands and companies in many categories.

Brand Tracking

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Example & structure of reports

Daily brand report

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ORM – online reputation management – is applicable for all levels of tracking: Corporate, Brand & Products . Audit report is available by DAILY – WEEKY – MONTHLY and QUARTERLY basis.

SAMPLE

Daily email summary from SocialHeat: Summary of buzz, sentiment

(estimated) Top sources Top discussions on each

channel Most Negative discussions Highlights of competitors

(products)

Share of Voice

Periodical report

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Monthly report complete Brand, Competitors performance, trend of buzz and content, indepth analysis of brand perception, product competitive comparison…

Monthly

Report

MONTHLY REPORT:

(1) Buzz, Share of Voice, Trend in all & each media (owned, paid, earned media)

(2) BRAND Fanpage performance

(3) BRAND brand health

(4) Most popular & important discussions about BRAND and BANKING INDUSTRY

(5) Campaign effectiveness evaluation

(6) Brand & product competitive comparison

(7) Recommendations (content, channels, media…)

Objective:

Summary one-week brand performance & trend

Monthly & quarterly brand audit

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Weekly, monthly and quarterly brand audit will expose more insight about brand equity, perception, sentiment and buzz drivers,…

BRAND1. Share of Voice: All – Owned & Earned Media

2. Buzz volume trend: All, by platforms, by channels, by media (owned & earned). What are major buzz drivers?

3. Brand sentiment:

a) Brand score & trend by periods

b) Sentiment rate & volume by periods

c) Competitive comparison: to competitors & Industry benchmark (AVG)

4. Brand attributes & perceptions:

a) Top weighted positive drivers

b) Top weighted negative drivers

SOURCESPEOPLE & TOPICS

1. Top sources & channels (volume & engagement rate)

2. Top audience demographic & locations

3. Top popular topics:

a) In buzz volume (mentions)

b) In engagement rate

4. Verbatims of most popular positive & negative discussions

Recommendations of:

1. Brand sentiment: how to improve brand positive discussions (which are the most interested positive topics about the brand & category)

2. Crisis prevention: which topics, channels, sources to take more care of.

3. Which channels are more relevant for management (monitor, seeding…)

RECOS

Note: contact us for sample brand audit report

Simply the most innovative & comprehensive Social Monitoring Platform

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Create new tracking yourself easily

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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)

Real-time comprehensive dashboard

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

Intuitive & real-time update dashboard Metrics navigation1. 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

Real-time metrics dashboard

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

Real-time metrics dashboard

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Automatic sentiment to specific sources Top influencing sources & users

Auto analysis of Owned – Earned – Paid Media

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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.

Explore all discussions in details

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Drill down, search and filter any type of topics, by any platforms and see SENTIMENT score of each threads.

Reply directly from SocialHeat

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Use single dashboard and reply to users in FORUMS, Facebook and other social networks directly.

[email protected]

Follow what’s hot & trendy on Facebook: www.toponsocial.com

Nguyen Hai Trieu / CEO

Facebook.com/younetmedia