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http://facebook.com/HoiNhungNguoiLamOMarketingAgency DIGITAL MARKETING C? B?N Presented by Nguyen Ha Anh Thao
M?c l?c 1. B? m?t Marketing ng¨¤y nay 2. C¨¢c c?ng c? c?a Digital Marketing 3. X?y d?ng m?t chi?n l??c Digital Marketing 4. Ti¨ºu ch¨ª ?¨¢nh gi¨¢ th¨¤nh c?ng c?a m?t chi?n l??c Digital Marketing
B? m?t Marketing ng¨¤y nay Marketing trong th?i ??i Internet l¨ºn ng?i
30.8 tri?u ng??i Vi?t Nam ?ang s? d?ng Internet¡­ Ngu?n: Miniwatts Marketing Group
H? th??ng v¨¤o web ??¡­ Ngu?n: B¨¢o c¨¢o c?a Yahoo v¨¤ TNS Media v? t¨¬nh h¨¬nh s? d?ng Internet t?i VN - 2010
??ng c? v¨¤o web l¨¤¡­ Ngu?n: B¨¢o c¨¢o c?a Yahoo v¨¤ TNS Media v? t¨¬nh h¨¬nh s? d?ng Internet t?i VN - 2010
C¨¢c C?ng C? l¨¤m marketing Khai th¨¢c t?i ?a hi?u qu? c?a c¨¢c c?ng c?
C?ng c? l¨¤m marketing Nghi¨ºn c?u marketing -Online Survey & Poll -Website Analysis Qu?ng b¨¢ -Display Ads -SEM -PR Article -Online Event/ Activation - Power Users - SEO - Sponsorship B¨¢n h¨¤ng -Support Center -Telemarketing -Microsite -Email Marketing -Affiliate Marketing -SEM Ch?m s¨®c kh¨¢ch h¨¤ng -Support Center -Qu?n l? Database -SMS Marketing
#1: NGHI?N C?U MARKETING (Marketing Research)
Ph?n t¨ªch l??ng truy c?p & t¨ªnh hi?u qu? chi ph¨ª marketing Google Analytic - Getclicky Real time web analytics¡­
L?y c¨¢c ? t??ng t? kh¨®a v¨¤ ??c t¨ªnh l?u l??ng truy c?p
T¨¬m hi?u l??ng truy c?p v¨¤ ng??i d¨´ng c?a m?t website
?¨¢nh gi¨¢ ?? quan t?m cho t? kh¨®a t¨¬m ki?m
T¨¬m kh¨¢ch h¨¤ng m?i ? n??c ngo¨¤i
#2: QU?NG C?O TR? PH? (paid ads) DISPLAY ADS SEM RICH MEDIA IN- TEXT INTERACTIVE
T¨ªnh gi¨¢ tr?n g¨®i theo th?i gian ??t qu?ng c¨¢o¡­ CPD H¨¬nh th?c b¨¢n qu?ng c¨¢o ph? bi?n ? c¨¢c website Vi?t Nam nh?ng ?? l?i th?i so v?i th? gi?i
T¨´y m?c ti¨ºu l¨¤ qu?ng b¨¢ th??ng hi?u, thu h¨²t ng??i click hay b¨¢n ???c h¨¤ng m¨¤ ch?n h¨¬nh th?c ph¨´ h?p CPA hay x¨¤i bao nhi¨ºu, tr? ti?n b?y nhi¨ºu¡­
CPC, CPM, CPA¡­ ?Ki?m so¨¢t ???c vi?c hi?n th? ?Ki?m so¨¢t ???c th?i gian qu?ng c¨¢o ?Ki?m so¨¢t ???c ng?n s¨¢ch ?T¨´y ch?n t¨ªnh ph¨ª theo l??t xem ho?c l??t click
Ads Banner
Rich Media Video
Display Ad tr¨ºn Facebook
Interative Ads
Search Engine Marketing (SEM)
Qu?ng c¨¢o In_Text
#3: SEARCH ENGINE OPTIMIZATION (t?i ?u h¨®a m¨¢y t¨¬m ki?m)
Trainingdigitalmktpublis 120720224706-phpapp01
Mu?n ??ng kh¨¢ch th¨¬ ph?i ra m?t ti?n
Onsite checklist ? ? ? ? ? ? ? ? ? ? ? Web pages Title Tag Meta Description Meta Keywords Meta Robots Sitemap Creation Submission to Search Engines Extra pinging Broken Link Checking Keyword Density Check Image Optimization Link Optimization Offsite checklist + ? Link building ? Directory submission ? Article distribution ? Press release submissions ? Forum posting ? Blog commenting ? Manual link building ? Link exchanges ? Social bookmarking submission ? Social media optimization Th? h?ng tr¨ºn K?t qu? t¨¬m ki?m c¨¤ng cao, c? h?i c¨® th¨ºm nhi?u kh¨¢ch h¨¤ng c¨¤ng l?n.
B¨¢n c¨¢i kh¨¢ch h¨¤ng c?n, ??ng b¨¢n c¨¢i m¨¬nh c¨®. C?n ph?i ph¨¢n ?o¨¢n kh¨¢ch h¨¤ng ti?m n?ng t¨¬m ki?m g¨¬ tr¨ºn trang c?a m¨¬nh ?? l¨¤m SEO nh?ng t? kh¨®a h? s? d¨´ng thay v¨¬ l¨¤m SEO nh?ng t? kh¨®a m¨¤ b?n cho l¨¤ m¨¬nh c¨® th? m?nh. T?t nhi¨ºn t? kh¨®a c?ng ph?i ph¨´ h?p v?i chi?n l??c branding c?a c?ng ty.
??ng ng?i ?o¨¢n m¨°. H?y s? d?ng c¨¢c c?ng c? nghi¨ºn c?u Keywords nh? Keywords Tool, KeyWord Tracker, Google Insight for Search¡­ ?? t¨¬m hi?u nh?ng t? kh¨®a m¨¤ kh¨¢ch h¨¤ng ti?m n?ng quan t?m nh?t.
C?ng ??ng tham lam nh?ng t? kh¨®a mang l?i nhi?u ng??i xem m¨¤ b? qu¨ºn nh?ng t? kh¨®a gi¨²p b?n ti?p c?n ch¨ªnh x¨¢c kh¨¢ch h¨¤ng ti?m n?ng. Ch?ng h?n t? kh¨®a ¡°Event¡± s? thu h¨²t nhi?u traffic h?n t? kh¨®a ¡°k? ho?ch t? ch?c s? ki?n¡± nh?ng t? ¡°k? ho?ch t? ch?c s? ki?n¡± gi¨²p b?n ti?p c?n ch¨ªnh x¨¢c nh?ng ng??i l¨¤m Event.
¡°Content is King¡± l¨¤ c?u n¨®i c?a mi?ng c?a ng??i l¨¤m SEO. N?i dung ?¨²ng tr?ng t?m v?i m?t ?? t? kh¨®a h?p l? gi¨²p trang web ???c ?u ti¨ºn h?n. S? c?p nh?t h¨¤ng ng¨¤y, h¨¤ng tu?n gi¨²p m¨¢y t¨¬m ki?m ?u ¨¢i tham quan trang web c?a b?n h?n.
Landing Page ch?a n?i dung ph¨´ h?p m?c ?¨ªch kh¨¢ch h¨¤ng t¨¬m ki?m s? gi? ch?n h? l?i l?u h?n. L?a ch?n c¨¢c website ph¨´ h?p, ?? ngh? trao ??i link, l¨¤m forum seeding, ??ng b¨¤i c¨® d?n ngu?n ho?c mua li¨ºn k?t ¨C l¨¤m m?i c¨¢ch ?? ??a link website c?a m¨¬nh l¨ºn.
N?u nh?ng website c¨® th? h?ng, uy t¨ªn v¨¤ c¨® n?i dung t??ng ??ng d?n li¨ºn k?t c?a website b?n th¨¬ ?¨® l¨¤ m?t ?i?u r?t c¨® gi¨¢ tr?. T? kh¨®a (keyword) n¨®i v? g¨¬ th¨¬ n?i dung landing page ph?i ph?n ¨¢nh ?i?u ?¨®.
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#4: SOCIAL MEDIA MARKETING (marketing tr¨ºn truy?n th?ng x? h?i)
Trainingdigitalmktpublis 120720224706-phpapp01
T?o blog truy?n th?ng: T?o blog ri¨ºng c?a ctr, ??ng c¨¢c th?ng tin ph¨´ h?p, add friends v¨¤ th?c hi?n truy?n th?ng Khuy?n kh¨ªch user tag ?nh, tag b¨¤i: S? d?ng tag l¨¤m c?ng c? ?? truy?n th?ng r?ng r?i theo c?p s? nh?n. D¨´ng power user: M?i hot blogger hay blogger c¨® nhi?u friends vi?t b¨¤i, ??a tin v? ch??ng tr¨¬nh: ??a tin 1 c¨¢ch kh¨¦o l¨¦o v¨¤ g?y quan t?m cho d? lu?n m?t c¨¢ch t? nhi¨ºn. Comment: ???ng link web site l¨ºn c¨¢c blog c¨® th?ng tin t??ng ??ng ?? thu h¨²t s? ch¨² ?
2. Social Network G?i link, th?ng tin: ??ng link, th?ng tin l¨ºn c¨¢c trang, th?o lu?n, b?u ch?n cho l¨ºn Top T?o profile qu?ng c¨¢o: T?o profile ri¨ºng cho ch??ng tr¨¬nh tr¨ºn c¨¢c trang cho ph¨¦p t?o profile, cung c?p th?ng tin h?u ¨ªch cho ng??i d¨´ng, th¨ºm Friend v¨¤ qu?ng b¨¢ B¨¬nh lu?n, tranh c?i: B¨¬nh lu?n, tranh c?i xung quanh m?t v?n ?? n¨¤o ?¨® li¨ºn quan ??n ctr, v¨¤ l?i k¨¦o ??ng ??o ng??i tham gia D¨´ng avatar/b¨¤i c?a user ?? truy?n th?ng : Ch?n ra 1 nh¨®m user (th??ng l¨¤ c¨® nhi?u friends v¨¤ friends l¨¤ ??i t??ng m?c ti¨ºu) tr? ti?n cho h? thay avatar c¨® logo SP/ctr /??ng b¨¤i note/status n¨®i v? ch??ng tr¨¬nh, s?n ph?m/g?i tin nh?n c¨¢ nh?n/g?i invitation cho Friend c?a h?. M?i d¨´ng th?, m?i nh?n x¨¦t: ??a ra l?i m?i d¨´ng th? s?n ph?m, m?i ng??i d¨´ng nh?n x¨¦t v? n¨®, m?c ?¨ªch cu?i c¨´ng l¨¤ l?i k¨¦o s? ch¨² ? c?a ??i t??ng ??n SP/ctr c?n qu?ng b¨¢.. Game, Apps¡­
3. Media Sharing G?i clip, h¨¬nh, presentation, truy?n tranh t? v?, truy?n c??i, th?¡­ c¨® n?i dung h?p d?n li¨ºn quan ??n SP/ctr: v¨¤ lan truy?n link tr¨ºn m?ng ?? g?y ch¨² ? cho c? d?n m?ng T?o cu?c thi: T?o m?t cu?c thi (thi clip, thi h¨¢t, thi ?nh¡­) thu h¨²t ??i t??ng tham gia v¨¤ v?n ??ng b?n b¨¨, ng??i th?n c?a m¨¬nh vote -> t?ng s? l??ng tuy¨ºn truy?n theo c?p s? nh?n. Ph?ng v?n tr?c tuy?n: Ph?ng v?n tr?c tuy?n 1 ng??i g?y ?nh h??ng d? lu?n (ng?i sao, VIP trong 1 l?nh v?c¡­) ?? thu h¨²t s? quan t?m, v¨¤ trong cu?c PV c¨® ?? c?p ??n SP/ctr. B¨¬nh ch?n, tr?ng c?u: ??a ra c¨¢c b¨¬nh ch?n, tr?ng c?u v? 1 clip, h¨¬nh, poster, m?c ?¨ªch cu?i c¨´ng l¨¤ l?i k¨¦o s? ch¨² ? c?a ??i t??ng ??n SP/ctr c?n qu?ng b¨¢.
G?i tin nh?n v¨¤o h?p th? ??n c?a t?t c? th¨¤nh vi¨ºn: D¨´ng ph?n m?m Mass PM g?i tin nh?n qu?ng b¨¢ v¨¤o h?p tin nh?n ri¨ºng c?a th¨¤nh vi¨ºn di?n ?¨¤n T?o c¨¢c topic g?y ch¨² ?: ??ng c¨¢c topic qu?ng c¨¢o tr?c ti?p/gi¨¢n ti?p v? SP/ctr g?y ch¨² ? cho th¨¤nh vi¨ºn di?n ?¨¤n, b¨¬nh lu?n, tranh c?i¡­.. Th?t nhi?u xung quanh v?n ?? cho th¨ºm ph?n n¨®ng h?i. Test s?n ph?m, b?u ch?n: L¨¤ nh?ng c¨¢ch d? d¨¤ng g?y ch¨² ? cho ??i t??ng v¨¤ khuy?n kh¨ªch ???c ??i t??ng t??ng t¨¢c, ??a ra ph?n h?i. M?c ?¨ªch gi¨¢n ti?p l¨¤ g?y ch¨² ? cho ??i t??ng. T?o box, topic ?u ti¨ºn c¨® tr? ph¨ª: Tr? ti?n cho admin ?? ???c ?¨¢nh sticky cho topic ho?c m? nguy¨ºn 1 box cho SP/ctr ?? ng??i qu?ng c¨¢o c¨® th? tr?c ti?p t??ng t¨¢c v?i th¨¤nh vi¨ºn di?n ?¨¤n.
#6: Email Marketing
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Ng??i ta d¨´ng Email Marketing ?? ? ? ? ? ? ? ? ? M?i mua h¨¤ng Th?ng b¨¢o s?n ph?m m?i Gi?i thi?u ch??ng tr¨¬nh khy?n m?i Nh?c nh? cho kh¨¢ch h¨¤ng G?n l?c database H? tr? ng??i d¨´ng L¨¤m Viral Marketing M?i tham gia s? ki?n CH? C?N V?I CLICK CHU?T Ti?p c?n l??ng l?n kh¨¢ch h¨¤ng trong th?i gian ng?n v?i chi ph¨ª th?p
Database ch?n l?c Ti¨ºu ?? g?y ch¨² ? Thu th?p ?¨²ng ??a ch? email c?a c¨¢c kh¨¢ch h¨¤ng m?c ti¨ºu v¨¤ ???c s? ??ng ? c?a h? s? t?ng t? l? m? v¨¤ gi?m nguy c? mail b? li?t v¨¤o spam. Ti¨ºu ?? d?ng G?y t¨° m¨°, h?i th¨²c, cung c?p l?i ¨ªch c? th?, hay n¨ºu ra v?n ?? ng??i d¨´ng ?ang g?p ph?i s? t?ng t? l? m? mail. N?i dung thu h¨²t Tr¨¬nh b¨¤y ??p, c¨¢ nh?n h¨®a, ng?n g?n, s¨²c t¨ªch, thu h¨²t h? ??n nh?ng d¨°ng cu?i c¨´ng¡­ L¨¤m th? n¨¤o ?? c¨® 1 chi?n d?ch Email Marketing th¨¤nh c?ng?
C?C H?NH TH?C G?I EMAIL MARKETING 1. D?ch v? Email mi?n ph¨ª -Gi?i h?n v? s? l??ng: Gmail ch? ???c g?i 200 email/ng¨¤y, Yahoo ch? ???c g?i 100 email/ng¨¤y -Kh?ng c¨® s?n c¨¢c m?u HTML Template ?? trang tr¨ª email -Kh?ng theo d?i ???c l??ng m? th?, l??ng click, th?ng k¨º ng?ng nh?n tin, l??ng mail h?ng¡­ 2. Ph?n m?m g?i mail tr?c tuy?n - G?i ???c m?t s? l??ng l?n mail Server c¨® uy t¨ªn th¨¬ t? l? mail v¨¤o Inbox c?a ng??i nh?n c¨¤ng cao. D? s? d?ng, kh?ng c?n c¨¤i ??t v¨¬ t¨ªch h?p s?n tr¨ºn trang web c?a nh¨¤ cung c?p Theo d?i v¨¤ ?o l??ng ???c hi?u qu? Th??ng c¨® s?n c¨¢c m?u HTML cho kh¨¢ch h¨¤ng s? d?ng ?? trang tr¨ª mail 3. G?i mail qua hosting, server - G?i ???c m?t s? l??ng l?n mail Server c¨® uy t¨ªn th¨¬ t? l? mail v¨¤o Inbox c?a ng??i nh?n c¨¤ng cao. C?n m?t ph?n m?m g?i mail ?? c¨¤i ??t v¨¤o hosting, server C?n can thi?p v? c¨¤i ??t tr¨ºn hosting, server cho n¨ºn ph?c t?p h?n
TOP 10 D?CH V? EMAIL MARKETING TR?N TH? GI?I http://www.toptenreviews.com
B?NG GI? M?T S? D?CH V? EMAIL MARKETING T?I VI?T NAM * V¨¤o th¨¢ng 7 n?m 2012. So s¨¢nh ? g¨®i g?i 50,000 mail/th¨¢ng migo.vn iclick.vn sunshinevn icontact fiboweb netnam.vn vinacontact.com bits77 vosvn.com.vn linkleads.vn 1,100,000 1,200,000 1,150,000 1,000,000 1,200,000 1,200,000 1,200,000 1,000,000 1,200,000 1,150,000 H?u h?t d¨´ng m? ngu?n c?a d?ch v? Interspire Email Marketer
#7: SMS Marketing
S? d?ng d?ch v? g?i tin nh?n ch? ??ng chuy¨ºn g?i tin nh?n qu?ng c¨¢o t?i kh¨¢ch h¨¤ng l¨¤ c¨¢c thu¨º bao ?i?n tho?i. Th?ng tin SMS m¨¤ kh¨¢ch h¨¤ng ti?m n?ng mu?n nh?n l¨¤ nh?ng th?ng tin thu?c c¨¢c l?nh v?c: ? Th?ng tin khuy?n m?i ? Qu?ng c¨¢o ti?p th? ? D?ch v?, th??ng m?i ? T¨¤i ch¨ªnh, ng?n h¨¤ng ? Qu?n l?, ph?n ph?i ? C¨¢c chi?n d?ch Marketing c¨® kh? n?ng t?o t¨ºn ??n v? g?i ri¨ºng (header-name) . - GLINKADS-
X?y d?ng m?t chi?n d?ch Digital marketing N?m b?t c? h?i th¨¤nh c?ng v?i ng??i d¨´ng m?ng
Ph?n t¨ªch th? tr??ng & s?n ph?m, Kh¨¢ch h¨¤ng m?c ti¨ºu X¨¢c ??nh m?c ti¨ºu, m?c ?¨ªch Th?ng ?i?p c?n truy?n t?i Chi?n l??c & c?ng c? Th?c thi & ?o l??ng
Ph?n t¨ªch ti?m n?ng th? tr??ng Ph?n t¨ªch ??i th? c?nh tranh Nh?n di?n kh¨¢ch h¨¤ng m?c ti¨ºu Nghi¨ºn c?u h¨¤nh vi ng??i d¨´ng Ph?n t¨ªch th? tr??ng(Market Research ) Nghi¨ºn c?u kh¨¢ch h¨¤ng(Customer Research Research) Ki?m tra Google¨CFriendly, User-Friendly Ph?n t¨ªch Site structure Ph?n t¨ªch Content, Meta Data Ph?n t¨ªch website (Site Audit) Ph?n t¨ªch URL, Internal Link, Backlink¡­ Li?t k¨º t? kh¨®a ph¨´ h?p ??t ?? ?u ti¨ºn cho t? kh¨®a Nghi¨ºn c?u t? kh¨®a (Keyword Research)
Ph?n t¨ªch th? tr??ng & s?n ph?m, Kh¨¢ch h¨¤ng m?c ti¨ºu X¨¢c ??nh m?c ti¨ºu, m?c ?¨ªch Th?ng ?i?p c?n truy?n t?i Chi?n l??c & c?ng c? Th?c thi & ?o l??ng
M?c ?¨ªch Kinh doanh . Doanh s? . S? l??ng kh¨¢ch h¨¤ng trung th¨¤nh . . Th? ph?n L?i nhu?n
M?c ?¨ªch Marketing . S? nh?n bi?t c?a kh¨¢ch h¨¤ng . X?y d?ng li¨ºn h? m?t thi?t v?i kh¨¢ch h¨¤ng . X?y d?ng m?t c?ng ??ng ng??i d¨´ng . Kh?ng ??nh s? hi?n di?n tr¨ºn Internet
Concurent User (CCU) Page View Conversion Rate (CR) Online Payment Volume Visit, Visitor Ranking Returning Visitor Registered Member Bounce Rate Time on site Number of post, comment Page Fan Job applications received
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Ph?n t¨ªch th? tr??ng & s?n ph?m, Kh¨¢ch h¨¤ng m?c ti¨ºu X¨¢c ??nh m?c ti¨ºu, m?c ?¨ªch Th?ng ?i?p c?n truy?n t?i Chi?n l??c & c?ng c? Th?c thi & ?o l??ng
Th¨² v?, l?i cu?n (Interesting) C¨® c?m x¨²c (Emotional) C¨® t¨ªnh th?i th¨²c (Urgen) C¨® t¨ªnh lan truy?n (Viral)
Ph?n t¨ªch th? tr??ng & s?n ph?m, Kh¨¢ch h¨¤ng m?c ti¨ºu X¨¢c ??nh m?c ti¨ºu, m?c ?¨ªch Th?ng ?i?p c?n truy?n t?i Chi?n l??c & c?ng c? Th?c thi & ?o l??ng
Attention G?y ch¨² ? cho kh¨¢ch h¨¤ng ? Paid Ads ? Email Marketing ? SEM ? SEO ? Social Media Marketing ? SMS Marketing Interest Search Thu h¨²t s? quan t?m c?a kh¨¢ch h¨¤ng ? Social Media Marketing ? Emai Marketing ? Website T?o c? h?i ti?p c?n th?ng tin ??y ?? ? Website ? Email Marketing ? Social Media Marketing ? Support Center Action Th¨²c ??y qu¨¢ tr¨¬nh ra quy?t ??nh ? Social Media Marketing ? Email Markteting Share L¨¤m cho th?ng tin t?t v? SP c¨¤ng lan r?ng ? Social Media Marketing Quy tr¨¬nh ra quy?t ??nh mua h¨¤ng AISAS *M? h¨¬nh n¨¤y do Dentsu ?? xu?t
Ph?n t¨ªch th? tr??ng & s?n ph?m, Kh¨¢ch h¨¤ng m?c ti¨ºu X¨¢c ??nh m?c ti¨ºu, m?c ?¨ªch Th?ng ?i?p c?n truy?n t?i Chi?n l??c & c?ng c? Th?c thi & ?o l??ng
Trainingdigitalmktpublis 120720224706-phpapp01
100 KPIs to measure www.marketersstudio.com 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. Volume of consumer-created buzz for a brand based on number of posts Amount of buzz based on number of impressions Shift in buzz over time Buzz by time of day / daypart Seasonality of buzz Competitive buzz Buzz by category / topic Buzz by social channel (forums, social networks, blogs, Twitter, etc) Buzz by stage in purchase funnel (e.g., researching vs. completing transaction vs. post-purchase) Asset popularity (e.g., if several videos are available to embed, which is used more) Mainstream media mentions Fans Followers Friends Growth rate of fans, followers, and friends Rate of virality / pass-along Change in virality rates over time Second-degree reach (connections to fans, followers, and friends exposed - by people or impressions) Embeds / Installs Downloads Uploads User-initiated views (e.g., for videos) Ratio of embeds or favoriting to views Likes / favorites Comments Ratings Social bookmarks Subscriptions (RSS, podcasts, video series) Pageviews (for blogs, microsites, etc) Effective CPM based on spend per impressions received Change in search engine rankings for the site linked to through social media Change in search engine share of voice for all social sites promoting the brand Increase in searches due to social activity Percentage of buzz containing links Links ranked by influence of publishers
100 KPIs to measure 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. 51. 52. 53. 54. 55. 56. 57. 58. 59. 60. 61. 62. 63. 64. 65. 66. 67. 68. 69. Percentage of buzz containing multimedia (images, video, audio) Share of voice on social sites when running earned and paid media in same environment Influence of consumers reached Influence of publishers reached (e.g., blogs) Influence of brands participating in social channels Demographics of target audience engaged with social channels Demographics of audience reached through social media Social media habits/interests of target audience Geography of participating consumers Sentiment by volume of posts Sentiment by volume of impressions Shift in sentiment before, during, and after social marketing programs Languages spoken by participating consumers Time spent with distributed content Time spent on site through social media referrals Method of content discovery (search, pass-along, discovery engines, etc) Clicks Percentage of traffic generated from earned media View-throughs Number of interactions Interaction/engagement rate Frequency of social interactions per consumer Percentage of videos viewed Polls taken / votes received Brand association Purchase consideration Number of user-generated submissions received Exposures of virtual gifts Number of virtual gifts given Relative popularity of content Tags added Attributes of tags (e.g., how well they match the brand's perception of itself) Registrations from third-party social logins (e.g., Facebook Connect, Twitter OAuth) Registrations by channel (e.g., Web, desktop application, mobile application, SMS, etc)
100 KPIs to measure 70. Contest entries 71. Number of chat room participants 72. Wiki contributors 73. Impact of offline marketing/events on social marketing programs or buzz 74. User-generated content created that can be used by the marketer in other channels 75. Customers assisted 76. Savings per customer assisted through direct social media interactions compared to other channels (e.g., call centers, in-store) 77. Savings generated by enabling customers to connect with each other 78. Impact on first contact resolution (FCR) (hat tip to Forrester Research for that one) 79. Customer satisfaction 80. Volume of customer feedback generated 81. Research & development time saved based on feedback from social media 82. Suggestions implemented from social feedback 83. Costs saved from not spending on traditional research 84. Impact on online sales 85. Impact on offline sales 86. Discount redemption rate 87. Impact on other offline behavior (e.g., TV tune-in) 88. Leads generated 89. Products sampled 90. Visits to store locator pages 91. Conversion change due to user ratings, reviews 92. Rate of customer/visitor retention 93. Impact on customer lifetime value 94. Customer acquisition / retention costs through social media 95. Change in market share 96. Earned media's impact on results from paid media 97. Responses to socially posted events 98. Attendance generated at in-person events 99. Employees reached (for internal programs) 100. Job applications received
http://facebook.com/HoiNhungNguoiLamOMarketingAgency Thank you for your time! * B¨¤i c¨® tham kh?o t? nhi?u ngu?n

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Trainingdigitalmktpublis 120720224706-phpapp01

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  • 6. ??ng c? v¨¤o web l¨¤¡­ Ngu?n: B¨¢o c¨¢o c?a Yahoo v¨¤ TNS Media v? t¨¬nh h¨¬nh s? d?ng Internet t?i VN - 2010
  • 7. C¨¢c C?ng C? l¨¤m marketing Khai th¨¢c t?i ?a hi?u qu? c?a c¨¢c c?ng c?
  • 8. C?ng c? l¨¤m marketing Nghi¨ºn c?u marketing -Online Survey & Poll -Website Analysis Qu?ng b¨¢ -Display Ads -SEM -PR Article -Online Event/ Activation - Power Users - SEO - Sponsorship B¨¢n h¨¤ng -Support Center -Telemarketing -Microsite -Email Marketing -Affiliate Marketing -SEM Ch?m s¨®c kh¨¢ch h¨¤ng -Support Center -Qu?n l? Database -SMS Marketing
  • 10. Ph?n t¨ªch l??ng truy c?p & t¨ªnh hi?u qu? chi ph¨ª marketing Google Analytic - Getclicky Real time web analytics¡­
  • 11. L?y c¨¢c ? t??ng t? kh¨®a v¨¤ ??c t¨ªnh l?u l??ng truy c?p
  • 12. T¨¬m hi?u l??ng truy c?p v¨¤ ng??i d¨´ng c?a m?t website
  • 13. ?¨¢nh gi¨¢ ?? quan t?m cho t? kh¨®a t¨¬m ki?m
  • 14. T¨¬m kh¨¢ch h¨¤ng m?i ? n??c ngo¨¤i
  • 15. #2: QU?NG C?O TR? PH? (paid ads) DISPLAY ADS SEM RICH MEDIA IN- TEXT INTERACTIVE
  • 16. T¨ªnh gi¨¢ tr?n g¨®i theo th?i gian ??t qu?ng c¨¢o¡­ CPD H¨¬nh th?c b¨¢n qu?ng c¨¢o ph? bi?n ? c¨¢c website Vi?t Nam nh?ng ?? l?i th?i so v?i th? gi?i
  • 17. T¨´y m?c ti¨ºu l¨¤ qu?ng b¨¢ th??ng hi?u, thu h¨²t ng??i click hay b¨¢n ???c h¨¤ng m¨¤ ch?n h¨¬nh th?c ph¨´ h?p CPA hay x¨¤i bao nhi¨ºu, tr? ti?n b?y nhi¨ºu¡­
  • 18. CPC, CPM, CPA¡­ ?Ki?m so¨¢t ???c vi?c hi?n th? ?Ki?m so¨¢t ???c th?i gian qu?ng c¨¢o ?Ki?m so¨¢t ???c ng?n s¨¢ch ?T¨´y ch?n t¨ªnh ph¨ª theo l??t xem ho?c l??t click
  • 21. Display Ad tr¨ºn Facebook
  • 25. #3: SEARCH ENGINE OPTIMIZATION (t?i ?u h¨®a m¨¢y t¨¬m ki?m)
  • 27. Mu?n ??ng kh¨¢ch th¨¬ ph?i ra m?t ti?n
  • 28. Onsite checklist ? ? ? ? ? ? ? ? ? ? ? Web pages Title Tag Meta Description Meta Keywords Meta Robots Sitemap Creation Submission to Search Engines Extra pinging Broken Link Checking Keyword Density Check Image Optimization Link Optimization Offsite checklist + ? Link building ? Directory submission ? Article distribution ? Press release submissions ? Forum posting ? Blog commenting ? Manual link building ? Link exchanges ? Social bookmarking submission ? Social media optimization Th? h?ng tr¨ºn K?t qu? t¨¬m ki?m c¨¤ng cao, c? h?i c¨® th¨ºm nhi?u kh¨¢ch h¨¤ng c¨¤ng l?n.
  • 29. B¨¢n c¨¢i kh¨¢ch h¨¤ng c?n, ??ng b¨¢n c¨¢i m¨¬nh c¨®. C?n ph?i ph¨¢n ?o¨¢n kh¨¢ch h¨¤ng ti?m n?ng t¨¬m ki?m g¨¬ tr¨ºn trang c?a m¨¬nh ?? l¨¤m SEO nh?ng t? kh¨®a h? s? d¨´ng thay v¨¬ l¨¤m SEO nh?ng t? kh¨®a m¨¤ b?n cho l¨¤ m¨¬nh c¨® th? m?nh. T?t nhi¨ºn t? kh¨®a c?ng ph?i ph¨´ h?p v?i chi?n l??c branding c?a c?ng ty.
  • 30. ??ng ng?i ?o¨¢n m¨°. H?y s? d?ng c¨¢c c?ng c? nghi¨ºn c?u Keywords nh? Keywords Tool, KeyWord Tracker, Google Insight for Search¡­ ?? t¨¬m hi?u nh?ng t? kh¨®a m¨¤ kh¨¢ch h¨¤ng ti?m n?ng quan t?m nh?t.
  • 31. C?ng ??ng tham lam nh?ng t? kh¨®a mang l?i nhi?u ng??i xem m¨¤ b? qu¨ºn nh?ng t? kh¨®a gi¨²p b?n ti?p c?n ch¨ªnh x¨¢c kh¨¢ch h¨¤ng ti?m n?ng. Ch?ng h?n t? kh¨®a ¡°Event¡± s? thu h¨²t nhi?u traffic h?n t? kh¨®a ¡°k? ho?ch t? ch?c s? ki?n¡± nh?ng t? ¡°k? ho?ch t? ch?c s? ki?n¡± gi¨²p b?n ti?p c?n ch¨ªnh x¨¢c nh?ng ng??i l¨¤m Event.
  • 32. ¡°Content is King¡± l¨¤ c?u n¨®i c?a mi?ng c?a ng??i l¨¤m SEO. N?i dung ?¨²ng tr?ng t?m v?i m?t ?? t? kh¨®a h?p l? gi¨²p trang web ???c ?u ti¨ºn h?n. S? c?p nh?t h¨¤ng ng¨¤y, h¨¤ng tu?n gi¨²p m¨¢y t¨¬m ki?m ?u ¨¢i tham quan trang web c?a b?n h?n.
  • 33. Landing Page ch?a n?i dung ph¨´ h?p m?c ?¨ªch kh¨¢ch h¨¤ng t¨¬m ki?m s? gi? ch?n h? l?i l?u h?n. L?a ch?n c¨¢c website ph¨´ h?p, ?? ngh? trao ??i link, l¨¤m forum seeding, ??ng b¨¤i c¨® d?n ngu?n ho?c mua li¨ºn k?t ¨C l¨¤m m?i c¨¢ch ?? ??a link website c?a m¨¬nh l¨ºn.
  • 34. N?u nh?ng website c¨® th? h?ng, uy t¨ªn v¨¤ c¨® n?i dung t??ng ??ng d?n li¨ºn k?t c?a website b?n th¨¬ ?¨® l¨¤ m?t ?i?u r?t c¨® gi¨¢ tr?. T? kh¨®a (keyword) n¨®i v? g¨¬ th¨¬ n?i dung landing page ph?i ph?n ¨¢nh ?i?u ?¨®.
  • 36. #4: SOCIAL MEDIA MARKETING (marketing tr¨ºn truy?n th?ng x? h?i)
  • 38. T?o blog truy?n th?ng: T?o blog ri¨ºng c?a ctr, ??ng c¨¢c th?ng tin ph¨´ h?p, add friends v¨¤ th?c hi?n truy?n th?ng Khuy?n kh¨ªch user tag ?nh, tag b¨¤i: S? d?ng tag l¨¤m c?ng c? ?? truy?n th?ng r?ng r?i theo c?p s? nh?n. D¨´ng power user: M?i hot blogger hay blogger c¨® nhi?u friends vi?t b¨¤i, ??a tin v? ch??ng tr¨¬nh: ??a tin 1 c¨¢ch kh¨¦o l¨¦o v¨¤ g?y quan t?m cho d? lu?n m?t c¨¢ch t? nhi¨ºn. Comment: ???ng link web site l¨ºn c¨¢c blog c¨® th?ng tin t??ng ??ng ?? thu h¨²t s? ch¨² ?
  • 39. 2. Social Network G?i link, th?ng tin: ??ng link, th?ng tin l¨ºn c¨¢c trang, th?o lu?n, b?u ch?n cho l¨ºn Top T?o profile qu?ng c¨¢o: T?o profile ri¨ºng cho ch??ng tr¨¬nh tr¨ºn c¨¢c trang cho ph¨¦p t?o profile, cung c?p th?ng tin h?u ¨ªch cho ng??i d¨´ng, th¨ºm Friend v¨¤ qu?ng b¨¢ B¨¬nh lu?n, tranh c?i: B¨¬nh lu?n, tranh c?i xung quanh m?t v?n ?? n¨¤o ?¨® li¨ºn quan ??n ctr, v¨¤ l?i k¨¦o ??ng ??o ng??i tham gia D¨´ng avatar/b¨¤i c?a user ?? truy?n th?ng : Ch?n ra 1 nh¨®m user (th??ng l¨¤ c¨® nhi?u friends v¨¤ friends l¨¤ ??i t??ng m?c ti¨ºu) tr? ti?n cho h? thay avatar c¨® logo SP/ctr /??ng b¨¤i note/status n¨®i v? ch??ng tr¨¬nh, s?n ph?m/g?i tin nh?n c¨¢ nh?n/g?i invitation cho Friend c?a h?. M?i d¨´ng th?, m?i nh?n x¨¦t: ??a ra l?i m?i d¨´ng th? s?n ph?m, m?i ng??i d¨´ng nh?n x¨¦t v? n¨®, m?c ?¨ªch cu?i c¨´ng l¨¤ l?i k¨¦o s? ch¨² ? c?a ??i t??ng ??n SP/ctr c?n qu?ng b¨¢.. Game, Apps¡­
  • 40. 3. Media Sharing G?i clip, h¨¬nh, presentation, truy?n tranh t? v?, truy?n c??i, th?¡­ c¨® n?i dung h?p d?n li¨ºn quan ??n SP/ctr: v¨¤ lan truy?n link tr¨ºn m?ng ?? g?y ch¨² ? cho c? d?n m?ng T?o cu?c thi: T?o m?t cu?c thi (thi clip, thi h¨¢t, thi ?nh¡­) thu h¨²t ??i t??ng tham gia v¨¤ v?n ??ng b?n b¨¨, ng??i th?n c?a m¨¬nh vote -> t?ng s? l??ng tuy¨ºn truy?n theo c?p s? nh?n. Ph?ng v?n tr?c tuy?n: Ph?ng v?n tr?c tuy?n 1 ng??i g?y ?nh h??ng d? lu?n (ng?i sao, VIP trong 1 l?nh v?c¡­) ?? thu h¨²t s? quan t?m, v¨¤ trong cu?c PV c¨® ?? c?p ??n SP/ctr. B¨¬nh ch?n, tr?ng c?u: ??a ra c¨¢c b¨¬nh ch?n, tr?ng c?u v? 1 clip, h¨¬nh, poster, m?c ?¨ªch cu?i c¨´ng l¨¤ l?i k¨¦o s? ch¨² ? c?a ??i t??ng ??n SP/ctr c?n qu?ng b¨¢.
  • 41. G?i tin nh?n v¨¤o h?p th? ??n c?a t?t c? th¨¤nh vi¨ºn: D¨´ng ph?n m?m Mass PM g?i tin nh?n qu?ng b¨¢ v¨¤o h?p tin nh?n ri¨ºng c?a th¨¤nh vi¨ºn di?n ?¨¤n T?o c¨¢c topic g?y ch¨² ?: ??ng c¨¢c topic qu?ng c¨¢o tr?c ti?p/gi¨¢n ti?p v? SP/ctr g?y ch¨² ? cho th¨¤nh vi¨ºn di?n ?¨¤n, b¨¬nh lu?n, tranh c?i¡­.. Th?t nhi?u xung quanh v?n ?? cho th¨ºm ph?n n¨®ng h?i. Test s?n ph?m, b?u ch?n: L¨¤ nh?ng c¨¢ch d? d¨¤ng g?y ch¨² ? cho ??i t??ng v¨¤ khuy?n kh¨ªch ???c ??i t??ng t??ng t¨¢c, ??a ra ph?n h?i. M?c ?¨ªch gi¨¢n ti?p l¨¤ g?y ch¨² ? cho ??i t??ng. T?o box, topic ?u ti¨ºn c¨® tr? ph¨ª: Tr? ti?n cho admin ?? ???c ?¨¢nh sticky cho topic ho?c m? nguy¨ºn 1 box cho SP/ctr ?? ng??i qu?ng c¨¢o c¨® th? tr?c ti?p t??ng t¨¢c v?i th¨¤nh vi¨ºn di?n ?¨¤n.
  • 44. Ng??i ta d¨´ng Email Marketing ?? ? ? ? ? ? ? ? ? M?i mua h¨¤ng Th?ng b¨¢o s?n ph?m m?i Gi?i thi?u ch??ng tr¨¬nh khy?n m?i Nh?c nh? cho kh¨¢ch h¨¤ng G?n l?c database H? tr? ng??i d¨´ng L¨¤m Viral Marketing M?i tham gia s? ki?n CH? C?N V?I CLICK CHU?T Ti?p c?n l??ng l?n kh¨¢ch h¨¤ng trong th?i gian ng?n v?i chi ph¨ª th?p
  • 45. Database ch?n l?c Ti¨ºu ?? g?y ch¨² ? Thu th?p ?¨²ng ??a ch? email c?a c¨¢c kh¨¢ch h¨¤ng m?c ti¨ºu v¨¤ ???c s? ??ng ? c?a h? s? t?ng t? l? m? v¨¤ gi?m nguy c? mail b? li?t v¨¤o spam. Ti¨ºu ?? d?ng G?y t¨° m¨°, h?i th¨²c, cung c?p l?i ¨ªch c? th?, hay n¨ºu ra v?n ?? ng??i d¨´ng ?ang g?p ph?i s? t?ng t? l? m? mail. N?i dung thu h¨²t Tr¨¬nh b¨¤y ??p, c¨¢ nh?n h¨®a, ng?n g?n, s¨²c t¨ªch, thu h¨²t h? ??n nh?ng d¨°ng cu?i c¨´ng¡­ L¨¤m th? n¨¤o ?? c¨® 1 chi?n d?ch Email Marketing th¨¤nh c?ng?
  • 46. C?C H?NH TH?C G?I EMAIL MARKETING 1. D?ch v? Email mi?n ph¨ª -Gi?i h?n v? s? l??ng: Gmail ch? ???c g?i 200 email/ng¨¤y, Yahoo ch? ???c g?i 100 email/ng¨¤y -Kh?ng c¨® s?n c¨¢c m?u HTML Template ?? trang tr¨ª email -Kh?ng theo d?i ???c l??ng m? th?, l??ng click, th?ng k¨º ng?ng nh?n tin, l??ng mail h?ng¡­ 2. Ph?n m?m g?i mail tr?c tuy?n - G?i ???c m?t s? l??ng l?n mail Server c¨® uy t¨ªn th¨¬ t? l? mail v¨¤o Inbox c?a ng??i nh?n c¨¤ng cao. D? s? d?ng, kh?ng c?n c¨¤i ??t v¨¬ t¨ªch h?p s?n tr¨ºn trang web c?a nh¨¤ cung c?p Theo d?i v¨¤ ?o l??ng ???c hi?u qu? Th??ng c¨® s?n c¨¢c m?u HTML cho kh¨¢ch h¨¤ng s? d?ng ?? trang tr¨ª mail 3. G?i mail qua hosting, server - G?i ???c m?t s? l??ng l?n mail Server c¨® uy t¨ªn th¨¬ t? l? mail v¨¤o Inbox c?a ng??i nh?n c¨¤ng cao. C?n m?t ph?n m?m g?i mail ?? c¨¤i ??t v¨¤o hosting, server C?n can thi?p v? c¨¤i ??t tr¨ºn hosting, server cho n¨ºn ph?c t?p h?n
  • 47. TOP 10 D?CH V? EMAIL MARKETING TR?N TH? GI?I http://www.toptenreviews.com
  • 48. B?NG GI? M?T S? D?CH V? EMAIL MARKETING T?I VI?T NAM * V¨¤o th¨¢ng 7 n?m 2012. So s¨¢nh ? g¨®i g?i 50,000 mail/th¨¢ng migo.vn iclick.vn sunshinevn icontact fiboweb netnam.vn vinacontact.com bits77 vosvn.com.vn linkleads.vn 1,100,000 1,200,000 1,150,000 1,000,000 1,200,000 1,200,000 1,200,000 1,000,000 1,200,000 1,150,000 H?u h?t d¨´ng m? ngu?n c?a d?ch v? Interspire Email Marketer
  • 50. S? d?ng d?ch v? g?i tin nh?n ch? ??ng chuy¨ºn g?i tin nh?n qu?ng c¨¢o t?i kh¨¢ch h¨¤ng l¨¤ c¨¢c thu¨º bao ?i?n tho?i. Th?ng tin SMS m¨¤ kh¨¢ch h¨¤ng ti?m n?ng mu?n nh?n l¨¤ nh?ng th?ng tin thu?c c¨¢c l?nh v?c: ? Th?ng tin khuy?n m?i ? Qu?ng c¨¢o ti?p th? ? D?ch v?, th??ng m?i ? T¨¤i ch¨ªnh, ng?n h¨¤ng ? Qu?n l?, ph?n ph?i ? C¨¢c chi?n d?ch Marketing c¨® kh? n?ng t?o t¨ºn ??n v? g?i ri¨ºng (header-name) . - GLINKADS-
  • 51. X?y d?ng m?t chi?n d?ch Digital marketing N?m b?t c? h?i th¨¤nh c?ng v?i ng??i d¨´ng m?ng
  • 52. Ph?n t¨ªch th? tr??ng & s?n ph?m, Kh¨¢ch h¨¤ng m?c ti¨ºu X¨¢c ??nh m?c ti¨ºu, m?c ?¨ªch Th?ng ?i?p c?n truy?n t?i Chi?n l??c & c?ng c? Th?c thi & ?o l??ng
  • 53. Ph?n t¨ªch ti?m n?ng th? tr??ng Ph?n t¨ªch ??i th? c?nh tranh Nh?n di?n kh¨¢ch h¨¤ng m?c ti¨ºu Nghi¨ºn c?u h¨¤nh vi ng??i d¨´ng Ph?n t¨ªch th? tr??ng(Market Research ) Nghi¨ºn c?u kh¨¢ch h¨¤ng(Customer Research Research) Ki?m tra Google¨CFriendly, User-Friendly Ph?n t¨ªch Site structure Ph?n t¨ªch Content, Meta Data Ph?n t¨ªch website (Site Audit) Ph?n t¨ªch URL, Internal Link, Backlink¡­ Li?t k¨º t? kh¨®a ph¨´ h?p ??t ?? ?u ti¨ºn cho t? kh¨®a Nghi¨ºn c?u t? kh¨®a (Keyword Research)
  • 54. Ph?n t¨ªch th? tr??ng & s?n ph?m, Kh¨¢ch h¨¤ng m?c ti¨ºu X¨¢c ??nh m?c ti¨ºu, m?c ?¨ªch Th?ng ?i?p c?n truy?n t?i Chi?n l??c & c?ng c? Th?c thi & ?o l??ng
  • 55. M?c ?¨ªch Kinh doanh . Doanh s? . S? l??ng kh¨¢ch h¨¤ng trung th¨¤nh . . Th? ph?n L?i nhu?n
  • 56. M?c ?¨ªch Marketing . S? nh?n bi?t c?a kh¨¢ch h¨¤ng . X?y d?ng li¨ºn h? m?t thi?t v?i kh¨¢ch h¨¤ng . X?y d?ng m?t c?ng ??ng ng??i d¨´ng . Kh?ng ??nh s? hi?n di?n tr¨ºn Internet
  • 57. Concurent User (CCU) Page View Conversion Rate (CR) Online Payment Volume Visit, Visitor Ranking Returning Visitor Registered Member Bounce Rate Time on site Number of post, comment Page Fan Job applications received
  • 59. Ph?n t¨ªch th? tr??ng & s?n ph?m, Kh¨¢ch h¨¤ng m?c ti¨ºu X¨¢c ??nh m?c ti¨ºu, m?c ?¨ªch Th?ng ?i?p c?n truy?n t?i Chi?n l??c & c?ng c? Th?c thi & ?o l??ng
  • 60. Th¨² v?, l?i cu?n (Interesting) C¨® c?m x¨²c (Emotional) C¨® t¨ªnh th?i th¨²c (Urgen) C¨® t¨ªnh lan truy?n (Viral)
  • 61. Ph?n t¨ªch th? tr??ng & s?n ph?m, Kh¨¢ch h¨¤ng m?c ti¨ºu X¨¢c ??nh m?c ti¨ºu, m?c ?¨ªch Th?ng ?i?p c?n truy?n t?i Chi?n l??c & c?ng c? Th?c thi & ?o l??ng
  • 62. Attention G?y ch¨² ? cho kh¨¢ch h¨¤ng ? Paid Ads ? Email Marketing ? SEM ? SEO ? Social Media Marketing ? SMS Marketing Interest Search Thu h¨²t s? quan t?m c?a kh¨¢ch h¨¤ng ? Social Media Marketing ? Emai Marketing ? Website T?o c? h?i ti?p c?n th?ng tin ??y ?? ? Website ? Email Marketing ? Social Media Marketing ? Support Center Action Th¨²c ??y qu¨¢ tr¨¬nh ra quy?t ??nh ? Social Media Marketing ? Email Markteting Share L¨¤m cho th?ng tin t?t v? SP c¨¤ng lan r?ng ? Social Media Marketing Quy tr¨¬nh ra quy?t ??nh mua h¨¤ng AISAS *M? h¨¬nh n¨¤y do Dentsu ?? xu?t
  • 63. Ph?n t¨ªch th? tr??ng & s?n ph?m, Kh¨¢ch h¨¤ng m?c ti¨ºu X¨¢c ??nh m?c ti¨ºu, m?c ?¨ªch Th?ng ?i?p c?n truy?n t?i Chi?n l??c & c?ng c? Th?c thi & ?o l??ng
  • 65. 100 KPIs to measure www.marketersstudio.com 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. 19. 20. 21. 22. 23. 24. 25. 26. 27. 28. 29. 30. 31. 32. 33. 34. 35. Volume of consumer-created buzz for a brand based on number of posts Amount of buzz based on number of impressions Shift in buzz over time Buzz by time of day / daypart Seasonality of buzz Competitive buzz Buzz by category / topic Buzz by social channel (forums, social networks, blogs, Twitter, etc) Buzz by stage in purchase funnel (e.g., researching vs. completing transaction vs. post-purchase) Asset popularity (e.g., if several videos are available to embed, which is used more) Mainstream media mentions Fans Followers Friends Growth rate of fans, followers, and friends Rate of virality / pass-along Change in virality rates over time Second-degree reach (connections to fans, followers, and friends exposed - by people or impressions) Embeds / Installs Downloads Uploads User-initiated views (e.g., for videos) Ratio of embeds or favoriting to views Likes / favorites Comments Ratings Social bookmarks Subscriptions (RSS, podcasts, video series) Pageviews (for blogs, microsites, etc) Effective CPM based on spend per impressions received Change in search engine rankings for the site linked to through social media Change in search engine share of voice for all social sites promoting the brand Increase in searches due to social activity Percentage of buzz containing links Links ranked by influence of publishers
  • 66. 100 KPIs to measure 36. 37. 38. 39. 40. 41. 42. 43. 44. 45. 46. 47. 48. 49. 50. 51. 52. 53. 54. 55. 56. 57. 58. 59. 60. 61. 62. 63. 64. 65. 66. 67. 68. 69. Percentage of buzz containing multimedia (images, video, audio) Share of voice on social sites when running earned and paid media in same environment Influence of consumers reached Influence of publishers reached (e.g., blogs) Influence of brands participating in social channels Demographics of target audience engaged with social channels Demographics of audience reached through social media Social media habits/interests of target audience Geography of participating consumers Sentiment by volume of posts Sentiment by volume of impressions Shift in sentiment before, during, and after social marketing programs Languages spoken by participating consumers Time spent with distributed content Time spent on site through social media referrals Method of content discovery (search, pass-along, discovery engines, etc) Clicks Percentage of traffic generated from earned media View-throughs Number of interactions Interaction/engagement rate Frequency of social interactions per consumer Percentage of videos viewed Polls taken / votes received Brand association Purchase consideration Number of user-generated submissions received Exposures of virtual gifts Number of virtual gifts given Relative popularity of content Tags added Attributes of tags (e.g., how well they match the brand's perception of itself) Registrations from third-party social logins (e.g., Facebook Connect, Twitter OAuth) Registrations by channel (e.g., Web, desktop application, mobile application, SMS, etc)
  • 67. 100 KPIs to measure 70. Contest entries 71. Number of chat room participants 72. Wiki contributors 73. Impact of offline marketing/events on social marketing programs or buzz 74. User-generated content created that can be used by the marketer in other channels 75. Customers assisted 76. Savings per customer assisted through direct social media interactions compared to other channels (e.g., call centers, in-store) 77. Savings generated by enabling customers to connect with each other 78. Impact on first contact resolution (FCR) (hat tip to Forrester Research for that one) 79. Customer satisfaction 80. Volume of customer feedback generated 81. Research & development time saved based on feedback from social media 82. Suggestions implemented from social feedback 83. Costs saved from not spending on traditional research 84. Impact on online sales 85. Impact on offline sales 86. Discount redemption rate 87. Impact on other offline behavior (e.g., TV tune-in) 88. Leads generated 89. Products sampled 90. Visits to store locator pages 91. Conversion change due to user ratings, reviews 92. Rate of customer/visitor retention 93. Impact on customer lifetime value 94. Customer acquisition / retention costs through social media 95. Change in market share 96. Earned media's impact on results from paid media 97. Responses to socially posted events 98. Attendance generated at in-person events 99. Employees reached (for internal programs) 100. Job applications received
  • 68. http://facebook.com/HoiNhungNguoiLamOMarketingAgency Thank you for your time! * B¨¤i c¨® tham kh?o t? nhi?u ngu?n