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Nguyen Tran QuocThinh 
Ho Tan Hung 
Huynh HanhNguyen 
Pham ThanhHung Fanpage Review 1
1)Current situation2) Why they enter in Fan page ? 3) What they want to do from Fan page ? 
(Business Challenge, Marketing...
Fanpage Review 3
Annual revenue achieved a stable growth over recent years with: 
•USD 108 million in 2009 
•USD 109 million in 2010 
•USD ...
82% 
of the total market share is belong to the big three players: G7 (TrungNguyen), Nescafe and Vinacafe… 
(Euromonitor, ...
Fanpage Review 6
Based on data from INTERNETWORLDSTATS 2012 
Fanpage Review 7
G7 | Nescafe | Vinacafe 
Fanpage Review 8
What do they want to do on Fanpage? 
Business Challenge 
•The outlet networks is evaded by Highland Coffee and in term of ...
Fanpage Review 10
Fanpage Review 11
•INSPIRATION PICTURES (32%) 
TYPES OF CONTENT 
•MINIGAME CONTEST (35% posts) 
•TIPS FOR COFFEE USAGE (7% posts) 
•CORPORAT...
DIVERSIFIED TONE OF VOICE 
•Strong, masculine, clear, definitive … 
•Normal, a little bit feminine, clear, long, romantic ...
Story, corporate news: 
max 2800 characters 
Hot topic: World Cup mini game: 
max 1300 characters 
Pictures, promotion, ne...
Works with pictures are good, 
but those others are so bad 
Source: FanpageKarma 
Fanpage Review 15
PICTURE ANALYSIS 
Displayed pictures do not reflect the brand essence about creativeness 
The contents and pictures are ...
HOT TOPIC 
•Mostly World Cup Mini Games can generate lots of reactions 
•The rest were around only 50 likes or less 
World...
Try to position G7 is the drink for creativeness … 
… however … 
Not many people think coffee is needed for creativeness 
...
Fanpage Review 19
Post rate: 
A regular poster 
(around 1.4 posts/day) 
G7 coffee is a regular poster but unfortunately … they choose the wr...
DATA UNAVAILABLE ??? 
G7 coffee is trying to keep up with fans (53.3% fan post receiving) but … 
… their response time is ...
Fanpage Review 22
Fanpage Review 23 
WOW POINTS 
Avg. Fan Recruitment: 
1,224 likes/day 
“Unbelievable …” 
At least, G7 choose the second ho...
Fanpage Review 24 
WORST POINTS 
ALL SUCK!!! 
… although choosing the wrong day to put the most effort is bad already 
Vi...
Fanpage Review 25 
WORST POINTS 
•The level of service is low 
•The time to response fan is very late 
•Thevariety of topi...
Business Challenge 
VinaCafehas the product made from 100% coffee bean , but the consumers now familiar this character wit...
Fanpage Review 27
Facebook fanpage 
Events 
TVC 
Website 
“CHAT thoigian” 
Photo Contest 
“CHAT thoigian” photo contest will attract viewers...
Fanpage Review 29
•INSPIRATIONAL CONTENT 
TYPES OF CONTENT 
•PHOTO CONTEST 
•CORPORATE NEWS and TVC 
•RELAXATION AND OTHERS 
[ buổisángcủaC...
•Male voice 
•sincere, experienced, deep 
•Story teller 
HOMOGENEOUS TONE OF VOICE 
Fanpage Review 31
•Diverse lengths of post 
•Most of them include pictures. 
•Links and videos have low reactions. 
Source: FanpageKarma Fan...
Source: FanpageKarma 
Fanpage Review 33
Fanpage Review 34 
PICTURES ANALYSIS 
Those are beautiful, careful edited. Tagged with a logo “CHAT –since 1968” 
Do these...
Fanpage Review 35 
HOT TOPIC 
Simple, authentic, sincere stories. 
The picture match the mood of the content.
Fanpage Review 36 
WEAK TOPIC 
Is it related to the mood?
Fanpage Review 37
It is not easy to find this page unless the viewers are driven from website or the other sources. 
Source: FanpageKarma 
F...
•Because the characteristics of the posts are defined by the page, it is hard for the fans to post anything out of topic t...
Fanpage Review 40
Fanpage Review 41 
WOW points 
•High quality posts, pictures. 
•Lack of commercial posts in the fanpage. 
•Make the conten...
Fanpage Review 42 
WORST points 
•So … what is CHAT? ( authenticity. Heritage, honesty, stylish..) 
•how does “CHAT” life ...
What do they want to do on Fanpage? 
Business Challenge 
3in1 has done a great job in selling coffee. 
But failed to creat...
Fanpage Review 44
Fanpage Review 45
•NEWS/ BRAND INFORMATION (15%) 
TYPES OF CONTENT 
•TIPS FOR ENJOY LIVING & WORKING (70% ) 
•CONTESTS + SUPPORTING ACTIVITI...
Fanpage Review 47 
TONE OF VOICE 
•Young, lively 
•Sincere, soft 
•feminine, “ life is PINK”
•FANS’ ACTIVE HOURS: 9am, 2pm and 9pm. 
•NUMBER OF POST PER DAY: 1 post per day 
•TIME FOR POST: is it right time? 
Source...
-Responserate withfan (fan post on timeline) 
-Responefrequency 
-Servicelevel 
(the likelihood of fan post with like and ...
Fanpage Review 50 
HOT TOPIC 
-Pictures are creative and beautiful 
-Status is about caring, loving
Fanpage Review 51 
WEAK TOPIC 
-Pictures are ugly 
-Status is about company or product
Nescafé prefers using pictures than videos, links but it’s effective to make high engagement. 
Source: FanpageKarma 
Fanpa...
Fanpage Review 53 
PICTURES ANALYSIS 
The colors and the contents of the pictures suitably demonstrate and match the statu...
Fanpage Review 54
Fanpage Review 55 
WOW points 
•Optimize the image of Nescafe cup for any interesting subject of Target customer with very...
•The content of Fanpagedid not support the message of marketing campaign in the real time 
--> sometimes the customers wer...
Fanpage Review 57
Source: FanpageKarma 
Fanpage Review 58
It seems to be that NESCAFE leads at all. But does NESCAFE win the battle ? 
Source: FanpageKarma 
Fanpage Review 59
Source: FanpageKarma 
Fanpage Review 60
Source: FanpageKarma 
Fanpage Review 61
Post interaction 
No. of post 
Vinacafeis more active than Nescafe 
Nescafe is higher interaction than Vinacafe 
Source: F...
Engagement 
No. of share 
The volume share of Vinacafeis 3 times the one of Nescafe 
Vinacafeis higher than Nescafe 
Sourc...
Ad Value 
Actually, Vinacaféwon the Battle 
Source: FanpageKarma 
Fanpage Review 64
Fanpage Review 65
Fanpage Review 66 
Updated: 20.8.14 –16.9.14 
Source: FanpageKarma
Fanpage Review 67 
Source: FanpageKarma
Fanpage Review 68 
Number of fan 
CHẤT 
Nescafe(VN) 
Source: FanpageKarma
Fanpage Review 69 
Number of Post 
CHẤT 
Nescafe(VN) 
Source: FanpageKarma
Fanpage Review 70 
Post Interaction 
CHẤT 
Nescafe(VN) 
Is this result meaning enough? Look at the PURPOSEof each fanpage!...
Fanpage Review 71 
Engagement 
CHẤT 
Nescafe(VN) 
Source: FanpageKarma
Fanpage Review 72 
Do you know this one?
Fanpage Review 73 
Ad Value ( EUR) 
CHẤT 
Nescafe(VN) 
Source: FanpageKarma
Fanpage Review 74 
Can you tell something?
RECOMMENDATIONS 
CONTENT 
•Think again: “is it true that coffee can functionally generate creativeness?” 
Whether the obj...
RECOMMENDATIONS 
•Increase the responding time, service level 
•Pay more attention to negative posts, need to do some acti...
RECOMMENDATION 
•Set up up-to-date campaign or promotion that relates to current social events to bring new blood to the f...
RECOMMENDATION 
•Content in fanpagemust support for the communication strategy. 
•Increase post frequency from 1 post/ day...
Fanpage Review 79
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[Digital Platform Management] Final preso - DPM02 - Instant Coffee

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[Digital Platform Management]
Đây là thuyết trình cuối khoá của nhóm xuất sắc nhất trong lớp Digital Platform Management 02. Yêu cầu của bài thuyết trình là "digital competitor review" cho một thương hiệu/ngành hàng.

Nhóm thuyết trình bài phân tích về fanpage của ngành hàng cafe hoà tan.

Về khoá học Digital Platform Management:
http://aiim.edu.vn/khoa-hoc/digital-platform-management

Để đăng ký học thử, gửi email về [ngan.pham@aiim.edu.vn]

Publicado en: Educación
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[Digital Platform Management] Final preso - DPM02 - Instant Coffee

  1. 1. Nguyen Tran QuocThinh Ho Tan Hung Huynh HanhNguyen Pham ThanhHung Fanpage Review 1
  2. 2. 1)Current situation2) Why they enter in Fan page ? 3) What they want to do from Fan page ? (Business Challenge, Marketing objective, Communication objective, Target audience, Communication mission on Fan page) 4) How they do on Fan page? 4.1Content analysis: (Content category; Tone of voice; Tactics) 4.2Audience Engagement4.3Wow point4.4 Worst point 5) Demonstration figures-Who is the champion? 6) Recommendation In this presentation Fanpage Review 2
  3. 3. Fanpage Review 3
  4. 4. Annual revenue achieved a stable growth over recent years with: •USD 108 million in 2009 •USD 109 million in 2010 •USD 122 million in 2011 •USD 130 million in 2012 CARG = 6.9%/year The key to win the instant coffee market is the domination of 3 in 1 instant coffee Fanpage Review 4
  5. 5. 82% of the total market share is belong to the big three players: G7 (TrungNguyen), Nescafe and Vinacafe… (Euromonitor, 2011) THE RED MARKET with many competitors from both domestic and foreign competitors (at least 7 considerable players such as G7 (TrungNguyen), Vinacafe, Nescafe (Nestle), Rock Café, MacCoffee… ) It is necessary for those big three players enhancetheir marketing activities to create a strong brand equity in customer minds. 70% anddowntoofthetotalmarketshareduetotheevasionofforeignbrands (W&S, 2012) Fanpage Review 5
  6. 6. Fanpage Review 6
  7. 7. Based on data from INTERNETWORLDSTATS 2012 Fanpage Review 7
  8. 8. G7 | Nescafe | Vinacafe Fanpage Review 8
  9. 9. What do they want to do on Fanpage? Business Challenge •The outlet networks is evaded by Highland Coffee and in term of modern trade distribution, they are in disadvantage position compared to Nescafe due to their poor promotion programs. •Finally, they are struggling in the way to link the functional aspects of a coffee beans to the brands. Marketing Objective Positioningas the coffee for creativeness, the drinks forthe brain, not for stomatch, G7 TrungNguyen tries to pull customers to them for enjoying the functional benefit from drinking theirvcoffee(creativeness) win the battle Communication Objective Via its message “KhicầnsángtạohãychọnTrungNguyên”, they try to create the belief that the coffee beans can functionally generate creativeness Target audience 18-40 years, both maleand female (prefer male), office staffs, student, supervisor …, patriotism, national spirit, big aspirations,Vietnamese people should use Vietnamese product Communication mission on Fanpage: -Recruit more fans to let more people enjoy creativeness -Understand and believe in brand message -Create habit of drinking coffee for creativeness Fanpage Review 9
  10. 10. Fanpage Review 10
  11. 11. Fanpage Review 11
  12. 12. •INSPIRATION PICTURES (32%) TYPES OF CONTENT •MINIGAME CONTEST (35% posts) •TIPS FOR COFFEE USAGE (7% posts) •CORPORATE NEWS and TVC (15% posts) •RELAXATION AND OTHERS (13% posts) Fanpage Review 12
  13. 13. DIVERSIFIED TONE OF VOICE •Strong, masculine, clear, definitive … •Normal, a little bit feminine, clear, long, romantic … Fanpage Review 13
  14. 14. Story, corporate news: max 2800 characters Hot topic: World Cup mini game: max 1300 characters Pictures, promotion, new products …: max 750 characters From 1 Jan to 9 Jun: couldn’t generate likes from fans From 9 Jun to 9 Jul: generate a considerable likes from fans Challenge: what will happen after World Cup finish? Source: FanpageKarma Fanpage Review 14 Avg. Fan Recruitment: 1,224 likes/day “Unbelievable …”
  15. 15. Works with pictures are good, but those others are so bad Source: FanpageKarma Fanpage Review 15
  16. 16. PICTURE ANALYSIS Displayed pictures do not reflect the brand essence about creativeness The contents and pictures are also unparalleled, they did not support for each other. How about these things ? At lease, they are good at reflecting the brand essence, but there were only about 2 or 3 things like these from the beginning of this years Fanpage Review 16
  17. 17. HOT TOPIC •Mostly World Cup Mini Games can generate lots of reactions •The rest were around only 50 likes or less World Cup Mini game [CÙNG TRUNG NGUYÊN THỬ TÀI TIÊN TRI BÓNG ĐÁ] •Activities focus on building brand equity are almost ignored, “DID IT REACH ANYONE?” Fanpage Review 17
  18. 18. Try to position G7 is the drink for creativeness … … however … Not many people think coffee is needed for creativeness Fanpage Review 18
  19. 19. Fanpage Review 19
  20. 20. Post rate: A regular poster (around 1.4 posts/day) G7 coffee is a regular poster but unfortunately … they choose the wrong days “SHOULD BE ON WEDNESDAY, TUESDAY IS ALSO OKAY BUT THEY JUST BE THE SECOND” 2 G7 Facebook accounts ??? Who is the truth??? Source: FanpageKarma Fanpage Review 20
  21. 21. DATA UNAVAILABLE ??? G7 coffee is trying to keep up with fans (53.3% fan post receiving) but … … their response time is around 172.1 hours Source: FanpageKarma Fanpage Review 21
  22. 22. Fanpage Review 22
  23. 23. Fanpage Review 23 WOW POINTS Avg. Fan Recruitment: 1,224 likes/day “Unbelievable …” At least, G7 choose the second hottest day (Tuesday) to interact … Source: FanpageKarma
  24. 24. Fanpage Review 24 WORST POINTS ALL SUCK!!! … although choosing the wrong day to put the most effort is bad already Video content is poor Source: FanpageKarma
  25. 25. Fanpage Review 25 WORST POINTS •The level of service is low •The time to response fan is very late •Thevariety of topics prevent to create a brand awareness (both brand recognition and brand recall) in customer’s perspectives •The brand essence about creative coffee do not create an impression in customers minds, the way they impress the idea is also vague •The pictures they use to too common to distinguish those from G7 or other brands •Many topic couldn’t generate actions from fan, but the topic about World Cup (do not contribute to build brand) •Wrong day choice to focus on posts. •There are some negative posts in G7 fan page but receive no actions from fan page admins, even delete it … •Contents of other post types is poor for both quality and quantity
  26. 26. Business Challenge VinaCafehas the product made from 100% coffee bean , but the consumers now familiar this character with the other competitors’. Repositioning: Using Its heritage value. “ Authentic since 1968” Marketing Objective Use Ownership competency “authentic since 1968” to make a new character for the brand. Make the youngsters understand the value of heritage Communication Objective •Increase brand awareness through giving consumers a story about heritage (website). •Let them involve in the story every day (fanpage’snew posts) •Create a “ Chat” lifestyle for young adults Target audience 18-35 years, mainly aremale Love café, love the simple but elegant lifestyle, the nostalgia. Communication mission on Fanpage: •Recruit more fan to let them involve in the story of VinaCafe •Understand let them understand the story of VinaCafeand brand value which are authenticity and heritage. •Create a life style so called “ CHAT” What do they want to do on Fanpage? Fanpage Review 26
  27. 27. Fanpage Review 27
  28. 28. Facebook fanpage Events TVC Website “CHAT thoigian” Photo Contest “CHAT thoigian” photo contest will attract viewers to like, comments and share on Facebook Use the sincerity and authenticity to make viewers know the story behind the brand. Drive them to Facebook fanpageand the contest Facebook fanpagewill pull users to attend in their story by posting everyday. Use storytelling technique “ CHAT thoigian” photo contest and exhibition in HCMC. Activations. TVC focus on authenticity How the coffee were made The coffee made of 100% coffee bean are link to the heritage of the roasting process Fanpage Review 28
  29. 29. Fanpage Review 29
  30. 30. •INSPIRATIONAL CONTENT TYPES OF CONTENT •PHOTO CONTEST •CORPORATE NEWS and TVC •RELAXATION AND OTHERS [ buổisángcủaCHẤT][CHẤT càphê][SốngthậtCHẤT] [Lựachon củaCHẤT][ CảmhứngCHẤT] [CuồngnhiệtCHẤT] [CHẤT cườichútchơi] [Hãyyêu ViệtNam thậtCHẤT] andno titleposts Fanpage Review 30
  31. 31. •Male voice •sincere, experienced, deep •Story teller HOMOGENEOUS TONE OF VOICE Fanpage Review 31
  32. 32. •Diverse lengths of post •Most of them include pictures. •Links and videos have low reactions. Source: FanpageKarma Fanpage Review 32
  33. 33. Source: FanpageKarma Fanpage Review 33
  34. 34. Fanpage Review 34 PICTURES ANALYSIS Those are beautiful, careful edited. Tagged with a logo “CHAT –since 1968” Do these type of pictures really match the mood stream of the fanpage?
  35. 35. Fanpage Review 35 HOT TOPIC Simple, authentic, sincere stories. The picture match the mood of the content.
  36. 36. Fanpage Review 36 WEAK TOPIC Is it related to the mood?
  37. 37. Fanpage Review 37
  38. 38. It is not easy to find this page unless the viewers are driven from website or the other sources. Source: FanpageKarma Fanpage Review 38
  39. 39. •Because the characteristics of the posts are defined by the page, it is hard for the fans to post anything out of topic to get like, or comments. •The average time until response is 12.1 hours. •Most of the comments are related to the users’ emotional opinions, it is considered acceptable with this time. Source: FanpageKarma Fanpage Review 39
  40. 40. Fanpage Review 40
  41. 41. Fanpage Review 41 WOW points •High quality posts, pictures. •Lack of commercial posts in the fanpage. •Make the content natural, encourage people to share their points of view. •Do well its role in the overall marketing campaign. •CHAT becomes a unique part of the fanpagenot only just a fanpage’sname.
  42. 42. Fanpage Review 42 WORST points •So … what is CHAT? ( authenticity. Heritage, honesty, stylish..) •how does “CHAT” life style link to the “ Heritage” •Overuse “CHAT” •Limit the contents which are all about “ CHAT”
  43. 43. What do they want to do on Fanpage? Business Challenge 3in1 has done a great job in selling coffee. But failed to create an emotional connection with people. Marketing Objective Make people love Nescafe and believe that Nescafe is coffee of sharing Communication Objective Create “Yêulắmhạtcàphê”(localization) “Lắngđọngtrong mỗily cafélàmộttìnhyêu sâu sắcdànhcho hạtcaféViệtNam” Target audience 18-35 years Communication mission on Fanpage: -Recruit more fan -Understand brand and love brand -Driving habit into drink Nescafe (twice per day) Fanpage Review 43
  44. 44. Fanpage Review 44
  45. 45. Fanpage Review 45
  46. 46. •NEWS/ BRAND INFORMATION (15%) TYPES OF CONTENT •TIPS FOR ENJOY LIVING & WORKING (70% ) •CONTESTS + SUPPORTING ACTIVITIES (15%) Tips for enjoy living & working as following: •Khởiđầungàymới •Tỉnhtáovàphấnkhởi •Độngnão, giảitrí •Lưuý sựkiện •Yêuđương, hòhẹn •Táchcafé (hìnhtượnglyđỏ) Fanpage Review 46
  47. 47. Fanpage Review 47 TONE OF VOICE •Young, lively •Sincere, soft •feminine, “ life is PINK”
  48. 48. •FANS’ ACTIVE HOURS: 9am, 2pm and 9pm. •NUMBER OF POST PER DAY: 1 post per day •TIME FOR POST: is it right time? Source: FanpageKarma Fanpage Review 48 TACTICS:
  49. 49. -Responserate withfan (fan post on timeline) -Responefrequency -Servicelevel (the likelihood of fan post with like and comment) 20.2% 22.3% 7.4% 7.4% 42.6% Source: FanpageKarma Fanpage Review 49 TACTICS:
  50. 50. Fanpage Review 50 HOT TOPIC -Pictures are creative and beautiful -Status is about caring, loving
  51. 51. Fanpage Review 51 WEAK TOPIC -Pictures are ugly -Status is about company or product
  52. 52. Nescafé prefers using pictures than videos, links but it’s effective to make high engagement. Source: FanpageKarma Fanpage Review 52
  53. 53. Fanpage Review 53 PICTURES ANALYSIS The colors and the contents of the pictures suitably demonstrate and match the statuses which are related to joy, relaxing
  54. 54. Fanpage Review 54
  55. 55. Fanpage Review 55 WOW points •Optimize the image of Nescafe cup for any interesting subject of Target customer with very creative way •Utilize the special day and link to Nescafe emotionally
  56. 56. •The content of Fanpagedid not support the message of marketing campaign in the real time --> sometimes the customers were confused and did not remember brand personality. Communication objective VS Facebook content Fanpage Review 56 WORST points •Repeat picture used on Fan page.
  57. 57. Fanpage Review 57
  58. 58. Source: FanpageKarma Fanpage Review 58
  59. 59. It seems to be that NESCAFE leads at all. But does NESCAFE win the battle ? Source: FanpageKarma Fanpage Review 59
  60. 60. Source: FanpageKarma Fanpage Review 60
  61. 61. Source: FanpageKarma Fanpage Review 61
  62. 62. Post interaction No. of post Vinacafeis more active than Nescafe Nescafe is higher interaction than Vinacafe Source: FanpageKarma Fanpage Review 62
  63. 63. Engagement No. of share The volume share of Vinacafeis 3 times the one of Nescafe Vinacafeis higher than Nescafe Source: FanpageKarma Fanpage Review 63
  64. 64. Ad Value Actually, Vinacaféwon the Battle Source: FanpageKarma Fanpage Review 64
  65. 65. Fanpage Review 65
  66. 66. Fanpage Review 66 Updated: 20.8.14 –16.9.14 Source: FanpageKarma
  67. 67. Fanpage Review 67 Source: FanpageKarma
  68. 68. Fanpage Review 68 Number of fan CHẤT Nescafe(VN) Source: FanpageKarma
  69. 69. Fanpage Review 69 Number of Post CHẤT Nescafe(VN) Source: FanpageKarma
  70. 70. Fanpage Review 70 Post Interaction CHẤT Nescafe(VN) Is this result meaning enough? Look at the PURPOSEof each fanpage! Source: FanpageKarma
  71. 71. Fanpage Review 71 Engagement CHẤT Nescafe(VN) Source: FanpageKarma
  72. 72. Fanpage Review 72 Do you know this one?
  73. 73. Fanpage Review 73 Ad Value ( EUR) CHẤT Nescafe(VN) Source: FanpageKarma
  74. 74. Fanpage Review 74 Can you tell something?
  75. 75. RECOMMENDATIONS CONTENT •Think again: “is it true that coffee can functionally generate creativeness?” Whether the objective is SMART? If not, change the strategy, focus more the emotional aspects of how coffee can help us think more creatively, inspiring us more when we do things •The pictures, the wordings must create the feeling that there is only one place which is G7 can provide those pictures, can’t find in any other place •Update more photo collection about creativeness, creativeness can be anything around us, not only coffee but G7 will let you more •Develop creative contest, invite people joining the trip to learn more about coffee •Tone of voice must absolutely match with the post contents G7 FAN PAGE RIGHT NOW DO NOT HAVE THEIR OWN CHARACTERISTICS IN TERM OF THEIR POSTS-HOW CAN THEY MAKE PEOPLE REMEMBER ABOUT G7 FANPAGE ? CHOOSE MAIN CONCEPT, AND EVERY THINGS SHOULD DEVELOP AROUND IT. Fanpage Review 75
  76. 76. RECOMMENDATIONS •Increase the responding time, service level •Pay more attention to negative posts, need to do some actions (leading conversation, explain, remove …) •Still focus on Tuesday but use the most efforts on Wednesday •Do something with the fake G7 fan page •Try to create more activities focus on building brand equity and generate more reactions from fans CUSTOMER ENGAGEMENT Fanpage Review 76
  77. 77. RECOMMENDATION •Set up up-to-date campaign or promotion that relates to current social events to bring new blood to the fanpage. (music video contests) •Encourage users to share the pictures by give messages in the pictures •Redefine the meaning of “CHAT”. Use it appropriately. •Some content can be explored: review new coffee shop ( that use VinaCafeproduct, how to make a good cup of coffee,..) •Use new material to put in the content instead of those related to “ CHAT”. This one is not straightforward;however, it is necessary to create a new path for the content to maintain and gain more viewers in long term, compared to Nestcafefanpage’s. Fanpage Review 77
  78. 78. RECOMMENDATION •Content in fanpagemust support for the communication strategy. •Increase post frequency from 1 post/ day to 3-5 posts/ day •Explore more new material to enrich the content because of the potential in maintaining and gaining more fan in the future. Therefore, the creativity of the posts must inspire viewers. Can use some websites to support the posts. (Pinterest, Youtube,…) Fanpage Review 78
  79. 79. Fanpage Review 79

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