Social Media Casestudy - TNG

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  • 1. PICKER SOCIAL MEDIA AGENCY CASE STUDY: TNG FASHION

2. Enter your title here MENU Phn tch tng quan K hoch thc hin KPIs cam kt Timeline & bo gi dch v 3. Enter your title here Tn cng ty: Cng ty CP u t v thng mi TNG Sn phm: Qun o thi trang nam/n + thi trang tr em Tr s: Thi Nguyn, Vit Nam Website: www.tng.vn, www.tngfashion.vn Email: info@tng.vn Cc showroom: THNG TIN C BN 160 Minh Cu, Thi Nguyn. 28 Lng Ngc Quyn, Thi Nguyn 73 Cha Bc, H Ni Savico Megamall, Long Bin, H Ni Times City, H Ni Royal city, Thanh Xun, H Ni Vinatex Mart, 25 B Triu, H Ni 4. Enter your title here TH PHN 2012 5. Enter your title here TNG TRNG DOANH THU 6. Enter your title here KHCH HNG TIU BIU 7. THANH NIN (14-30t) (cc sp thi trang nam/n) 1. Hnh vi mua sm: Theo li r/gi ca bn b (WOM) Tham kho mu m, gi c trn internet i mua sm ti cc trung tm thi trang 2. Thi quen online: Online facebook: cp nht, chia s thng tin, chat, chia s thng tin vi bn b, tham gia cc group, like fanpage... Tham gia cc din n tui teen: tho lun, chia s thng tin B M TR (25-38t) (cc sp thi trang tr em) 1. Hnh vi mua sm: Theo li gii thiu ca bn b, ngi quen (WOM) B m tham kho mu trn mng B m a con n nhng trung tm thi trang chn la trang 2. Thi quen online: Online facebook: cp nht, chia s thng tin, chat, chia s thng tin vi bn b, tham gia cc group, like fanpage... Tham gia cc din n tui dnh cho b m tr: tho lun, chia s cc kinh nghim I TNG KHCH HNG - Vit Nam: Nino Maxx, Blue Exchange, Forci, Vietthy.. - Ngoi nhp: Trung Quc, Hn Quc, Thi Lan, Hng Kng - Hng hiu: Zara, H&M, Mango... I TH CNH TRANH 8. Enter your title here Sn phm cht lng tt, mu m tr trung, a dng Gi c hp l Quy m cng ty ln, trnh k thut hin i C h thng nh xng ti Vit Nam y v hin i S Khch hng ngy cng quan tm hn n thi trang Tm l ty chay hng TQ Cc sn phm thi trang ca cc DN VN cn yu v mu m O Tm l snh hng ngoi, hng hiu i th cnh tranh ngy cng nhiu Cc sn phm gi r ca trung quc T Marketing trong th trng ni a cn hn ch, thng hiu TNG cn cha c nhiu ngi bit n H thng ca hng t: Thi Nguyn (2 ca hng) + HN (5 ca hng) Knh bn hng online: cha thc s chuyn nghip Fanpage: lng like nhiu, tuy nhin ni dung cn n iu (ch post nh sp) v cha t chc c cc hot ng b tr trn nhm thu ht fan. W PHN TCH SWOT TNG l mt thng hiu thi trang ln vi cc sp c cht lng v mu m tt, tuy nhin hin nay thng hiu ny vn cha c bit n rng ri trn th trng VN, mt khc doanh s bn hng ti th trng VN cn rt thp (1% tng doanh s bn hng ca TNG), y l nhng vn chnh m chin dch Social Media cn tp trung gii quyt. 9. Enter your title here MENU Phn tch tng quan K hoch thc hin KPIs cam kt Timeline & bo gi dch v 10. Enter your title here Trong gii hn ti liu ny chng ti s tp trung ln k hoch thc hin chin dch Social Media Marketing cho giai on 1 vi mc ch chnh l lm cho thng hiu TNG c cng nhiu ngi bit n cng tt, ng thi nh v ng thng hiu ca TNG trong lng khch hng. K HOCH THC HIN Trn c s nhng phn tch tng quan phn trc, chng ti xut k hoch Social Media Marketing cho TNG gm hai giai on chnh nh sau: Qung b thng hiu TNG Gip KH nh v ng v thng hiu TNG 1 y mnh doanh s bn hng ti th trng VN2 11. Enter your title here Sn phm thi trang Vit cht lng tt THNG IP TRUYN THNG MC TIU TRUYN THNG Xy dng cng ng nhng ngi quan tm n thng hiu TNG nh v trong tm tr KH: p - Cht Lng Phong cch GIAI ON 11 12. Enter your title here PHNG TIN TRUYN THNG S dng kt hp 2 phng tin truyn thng ph bin v tp trung nhiu i tng khch hng tim nng ca cng ty l Facebook v Forum : Facebook Tng s ngi dng Facebook Vit Nam tng mnh 6 thng va qua, t 10.406.480 users tnh thi im gia thng 12/2012 (o bi Social Bakers) Hn 75% ngi trong tui 18 - 34 dng Facebook (khong 7.500.000 ngi) => l nhm khch hng tr dnh nhiu chi tiu vo vic mua sm (khch hng mc tiu ca TNG) Forum Hai mc tiu chnh ca Forum: Gieo rc thng tin, viral, a sn phm ca mnh n vi mi ngi, nhn feedback. Hy vng ai tm kim trn Google s lt vo by by binh b trn sn trong topic Nhng yu t thun li: n gin, hiu qu Tit kim chi ph C th nh gi v o lng c (thng qua cc cng c nh Google Analytics) C tc dng lu di GIAI ON 11 13. Enter your title here Xy dng cng ng (2 tun) Tng cng tng tc v s nhn bit vi KH (3 tun) y mnh s hin din thng hiu (3 tun) FACEBOOK Khi to v qun tr ni dung Fanpage: Post t nht 3 ni dung/ngy Qung co fan pages trn cc pages ni ting khc nh hng ni dung: post cc sn phm ca TNG ln fanpage + cc thng tin lin quan n cty (nh nh my, trang thit b hin i, khch hng QT, chng ch QT ...) ng qung co trn FB: Facebook Standard Ads Facebook Page Like Ads (qung co hin th bn phi mn hnh Fb ca ngi dng. C button Like page) Facebook promote (kch thch ngi xem click Like tr thnh fan) K HOCH THC HIN CHI TITGIAI ON 11 14. Xy dng cng ng (2 tun) Tng cng tng tc v s nhn bit vi KH (3 tun) y mnh s hin din thng hiu (3 tun) FACEBOOK Qun tr ni dung Fanpage: Post t nht 3 ni dung/ngy nh hng ni dung: Tip tc post lin quan n TNG nh sn phm, ngi mu, cc show thi trang. nh khch hng mua sm ti cc showroom ca TNG T chc cc tr chi nh (mini games) trn fanpage To flash game: upload nh chn trang phc trong kho sp ca TNG ghp trang phc vo nh post kt qu ln FB profile ng qung co trn FB: Facebook Standard Ads Facebook Page Like Ads (qung co hin th bn phi mn hnh Fb ca ngi dng. C button Like page) Facebook promote (kch thch ngi xem click Like tr thnh fan) FORUM Lp topic v thng xuyn theo di, tr li cc comment. nh hng ni dung: Forum.zing.vn, Beat.vn/forum: mua sm qun o u p, tt, r? Webtretho.com, lamchame.com: mua sm qun o cho con u? GIAI ON 11 15. Enter your title here Xy dng cng ng (2 tun) Tng cng tng tc v s nhn bit vi KH (3 tun) y mnh s hin din thng hiu (3 tun) FACEBOOK Qun tr ni dung Fanpage: Post t nht 3 ni dung/ngy nh hng ni dung: Gii thiu cc thng tin sn phm Thng tin v cc chng trnh khuyn mi ca TNG T chc cc tr chi nh (mini games) trn fanpage T chc s kin trn FB: ng k nhn m gim gi trn Fanpage, check-in/post nh mua hng ti showroom nhn coupon... ng qung co trn FB: Facebook Standard Ads Facebook Page Like Ads (qung co hin th bn phi mn hnh Fb ca ngi dng. C button Like page) Facebook promote (kch thch ngi xem click Like tr thnh fan) FORUM Lp topic v thng xuyn theo di, tr li cc comment. nh hng ni dung: Forum.zing.vn, Beat.vn/forum: mua sm qun o u p, tt, r? Webtretho.com, lamchame.com: mua sm qun o cho con u? GIAI ON 11 16. Enter your title here MENU Phn tch tng quan K hoch thc hin KPIs cam kt Timeline & bo gi dch v 17. Enter your title here KPIs CAM KT (GIAI ON 1) 18. Enter your title here MENU Phn tch tng quan K hoch thc hin KPIs cam kt Timeline & bo gi dch v 19. Enter your title here TIMELINE THC HIN (GIAI ON 1) 20. Enter your title here BO GI DCH V (GIAI ON 1) 21. Agency: Picker JSC Add: 10 Hoang Ngoc Phach, Hanoi Tel: Mr Thnh (0904791065) Web: www.picker.com.vn Mr Ngc (0934518985) Mr Vit (0982224466) THANK YOU!