Bài giảng Digital Branding - Bài 4: Xây dựng thương hiêu trên mạng xã hội (Phần 1) - Đỗ Thanh Hải

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