2 KHM PH MARPRO 19

TH TA SON
Theo Nhp sng s online, s ra ngy 27/01/2012 th trong nm 2012, khi cc nh qun tr vn cn lo ngi trong vic m hu bao cho cc hot ng Marketing truyn thng th Online Marketing c v nh vn s l mt li gii hp l nht. Ngoi nhng xu hng nh Marketing mng x hi (Social Media Marketing), Marketing qua di ng (Mobile Marketing),... vn ph bin Vit Nam th mt ci tn kh mi m cng c nhc n y, l Marketing lan truyn (Viral Marketing). Xut pht t vic m phng cch thc lan truyn ca mt con virus, y la hinh thc Marketing c th gip thng hiu ca bn tng nhn bit theo cp s nhn, thm ch n mc bng n. Vit Nam, Viral Marketing ch mi xut hin gn y vi vi chin dch ni bt nh: Tm em ni u ca Close Up, Vng c Geisha ca Sony Ericsson trong khi trn th gii c rt nhiu chin dch mi l, c o dang nay. Mc chi ph thp, thc hin trn mi trng online vn t ro cn v c th mang li sc mnh to ln cho nhng ai bit cch s dng, th nhng Viral Marketing vn mi ch l nhng nt c ri rc, nht nha nu em t trong bc tranh tng th. Th gii Marketing vn a sc v bin i tng ngy, nn nm bt c nhng xu th ca thi i lun l iu cn thit cho bt c mt nh lm Marketing no. Tp ch MarPro s 19 s cng bn tm hiu mt trong nhng vng t y tim nng Viral Marketing. V by gi, hy lt m tng trang bo khm ph xem th thch no ang ch bn chinh phc nh. Thn cho, Ban bin tp
N PHM CA NHM MARGROUP S 19|THNG 2-2011 -----------------------------------------------------------C vn Tin s L Tn Bu Trng khoa Thng mi Du lch Marketing i hc Kinh t thnh ph H Ch Minh Ths. Hunh Phc Ngha Ph B th on trng i hc Kinh T TP.HCM Ging vin Khoa Thng mi - Du lch - Markeing Thnh vin hi ng t vn CMO Council i din ban th k ta son Hong Th Ngc Anh K thut trnh by Phm B Nguyn H Thu Hng Bi Tn Pht nh ba Ng Gia Ngc Cng tc ni dung Anh L Anh Tun Trnh Nguyn Ngc Linh Hong Ngc Trc Quch Ngc Kiu Nhung L Trn Kim Phng Trn Bo Trm Nguyn Thy Qunh Ngn Hunh N Nguyn Hu Nguyn Hong Thoi Uyn Nguyn Th H Phng Nguyn Th Hng Hnh Phan Vn Hi Nguyn Minh Khi Nguyn Th Thy Trang Ta son v tr s 54 Nguyn Vn Th, Q1, Tp.HCM Email: marpro@margroup.edu.vn Website: http://www.margroup.edu.vn Facebook: http://www.facebook.com/MarPro Download MarPro: www.mediafire.com/marpro

KHM PH MARPRO 19
VIRAL MARKETING S CHIA THNG IP SN SNG BC VO CUC CHI TNG SC MNH CA VIRUS CHUYN BAO CNG V NG KHNG

4 13

6
INFLUENCER QUYN NNG HP DN

10

VIRAL MARKETING TRIN VNG V C HI IM TINTIN SCH SN CHI MARPRO

15

18

20

VIRAL MARKETING

4 TNG QUAN MARKETING

Nm 2005, ch g phc v Burger King thu ht 400 triu lt truy cp vo mini web ca hng bi v ch cn bn g vo mn hnh, ngay lp tc n s thc hin nhng ng tc rt th v v ng nghnh. Cc video clip c chia s v ch g ny l v d minh ha cho mt xu hng Marketing ca thi i s: Viral Marketing (VM). Vy VM l g? Nhng cng c no thc hin mt chin dch VM? Tp ch MarPro 19 s cng bn i tm cu tr li cho nhng cu hi trn.

VIRAL MARKETING

word of mouth (WOM) n word of mouse Word Of Mouth l mt trong nhng hnh thc Marketing u tin, c thc hin theo mt nguyn l n gin: con ngi thng chia s thng tin v nhng th h dng v cm thy hi lng n nhng ngi thn quen. Tip theo , Buzz Marketing xut hin nh phin bn 2.0 ca Word Of Mouth: mi ngi s cng tho lun v truyn i nhng thng tin c chun b trc trong kch bn. Kch bn ny c th l do cng ty vit nn, hoc cng c th l mt c hi t trn tri ri xung nh trng hp ca bia Tiger: mt s c bt ng trong vic xc nh ch nhn chic xe Land Cruiser khin chng trnh Bt np Tiger trng Land Cruiser thu ht c s ch ca mi ngi.

nhng bi bo/blog vit v sn phm v c nhng bnh lun v sn phm,) c thc hin bng cc c click chut trn Internet. V cch thc chia s nh th c gi l Viral Marketing.

Theo thi gian, s pht trin ca Internet lm cc hnh thc truyn ming ngy cng phong ph v a dng, Word Of Mouth dn chuyn thnh Word Tuy nhin, thnh cng ca Hotmail vn cha phi l Of Mouse: vic chia s thng tin (cc clip qung co, yu t chnh khin VM bng n. S pht trin chng mt ca Internet cng nh s xut hin ca cc mng x hi mi chnh l mt c hch mnh m dnh cho hnh thc tip th ny. Internet ni vic chia s v ly lan cc thng tin tr nn qu d dng gii quyt c vn chnh yu ca 1 Marketing hin nay: hiu qu truyn tin v vic tht cht hu bao thi khng hong. V th l VM nhanh chng c nhng ngi lm Marketing sn n. Chin dch nh du cho s xut hin 1. Theo s liu t Climax Interactive Agency.

gc dng thi gian Thut ng VM c cp n ln u tin nm 1996 trong bi vit The virus of Marketing trn tp ch Fast Company (M) vi hm m ch kh nng t ly lan mt cch nhanh chng cc tng Marketing ging nh s lan truyn ca virus. Thut ng ny ngy cng ph bin hn sau nm 1997 nh vo chin dch ca Hotmail: t mt ch k gi ng k dch v Hotmail di mi th in t c gi i. Kt qu l theo s liu t Din n Kinh t Vit Nam Hotmail c thm 12 triu ngi s dng ch sau 2 nm thc hin chin dch trn.

TNG QUAN MARKETING 5

ca VM ti Vit Nam l Tm em ni u vo nm 2008 ca nhn hng Close-up. Bt u bng cuc tm kim ngi yu ca mt chng trai c tung ln mng, sau b sung thm mt lot cc hot ng khc hng vo gii tr, chin dch kho lo lng ghp thng hiu Close-up vo tng chng ng v thu c nhng thnh cng nht nh: hn 3,9 triu lt xem clip v bnh lun, lng hng bn ra tng 45% (1) . y chnh l pht sng m mn cho nhng chin dch VM khc nh Sony Ericsson vi clip Vng c Geisha ca Don Nguyn (2010), G gin l chanh (2011) ca KFC, v.v

u l s khc bit gia VM v Marketing truyn thng? Khc bit cn bn nht gia VM v Marketing truyn thng chnh l kh nng t lan truyn thng tin. T to nn nhiu c im i lp gia hai hnh thc trn. (Xem bng so snh bn di)

Viral Marketing
Ngun pht tn thng tin Ngi tiu dng (NTD) nhn c thng tin t nhiu pha khc nhau ch vi nhng c click chut: nh cung cp, bn b, nhng ngi tng s dng khc Thng tin c chia s n mt s lng ngi nht nh (seed), nhng ngi ny thng c nh hng n NTD. Sau , h s chia s thng ip n nhng ngi thn quen v thng tin s c tip tc truyn i. Tnh tng tc cao: thng tin c truyn i theo 2 chiu gia NTD v NSX. Ngoi ra, NTD c th nh hng cho vic ly lan thng tin n nhng ngi khc bng vic a ra nhng nhn nh, suy ngh ca mnh. Kh kim sot c quy m do khng hn ch c s ly lan.

Marketing truyn thng

Thng tin ch yu c cung cp n khch hng t nh sn xut (NXS) v ngi thn. Thng tin c NSX em n s ng NTD (mass consumer) v sau h s truyn thng tin i. Tnh tng tc thp. Ngi tiu dng c t c hi tng tc vi NSX cng nh vi nhng ngi khc. D kim sot c quy m v thng tin ca chin dch.

Qu trnh truyn thng tin Tnh tng tc Kim sot chin dch

iu Viral Marketing c phi l gii php tt nht? Theo s pht trin khng ngng ca Internet hin nay th qun bi Viral ny l mt s h tr c lc cho nhng ngi lm Marketing. Vi mt tng t ph, cng mt cng c ph hp, virus s pht tn thng hiu i khp ni. Cng vic sau ca bn c th ch l quan st, theo di, ng thi iu chnh cch thc lan truyn cho ph hp vi mc ch ca chin dch. Tuy nhin, bn cnh nhng u im, VM cng tn ti cc khuyt im khng th trnh khi. Cc thng ip trong VM c ly lan rt nhanh chng nhng cng rt kh kim sot, khng trnh khi trng hp thng tin b c tnh lm nhiu, em n nh hng

tiu cc cho sn phm. Hn na, VM ch hiu qu trong vic tng nhn thc ca khch hng v sn phm, khng c tc dng ng k cho cc mc ch nh tng doanh s bn ra hay ci thin hnh nh thng hiu. Ti Vit Nam, vic tip cn Internet vn cn hn ch, ch yu tp trung ti cc thnh ph ln. Hn na, t l ni tr s dng Internet, ngi nm gi hu bao v quyt nh chi tiu ca c h gia nh, ch vo khong 2% dn s (2) . V th, trong cc lnh vc hng tiu dng, vic tin hnh cc chin dch VM vn cha c nhiu li th so vi Marketing truyn thng hoc Word Of Mouth.

XEM TIP TRANG 17

2.Theo bo Si Gn gii phng ngy 14/08/2009 http://www.sggp.org.vn/xahoi/2009/8/199775/

6 KIN THC MARKETING

Nhc n Viral Marketing (VM) i khi ngi ta lm tng rng ch cn c trong tay mt tng c o, hp dn v bn em ln mi trng mng th n s t lan ta theo kiu hu x t nhin hng. Thc t y khng phi l cch ngi ta lm VM, v d chn VM hay bt k mt phng php Marketing no khc, mun thnh cng, ta u phi tun th mt quy trnh c th. Hy cng Tp ch MarPro 19 tip cn quy trnh ny nh cc bn.

CUC CHI
cu Nghin vin gch u tin cho chin dch ca bn Nghin cu sn phm, khch hng mc tiu l mt bc quan trng trong bt k mt chin dch Marketing no gp phn lm nn thnh cng ca chin dch. Nghin cu khch hng mc tiu gip bn hiu c nhu cu, thi quen ca h. C th vi VM ta nn tm hiu cc trang web, din n, blog, m khch hng thng xuyn truy cp, ch h bn tn g trn , t c c nhng gi quan trng ln tng cho chin dch VM ca bn. Bn c th thc hin Focus group (phng vn nhm) tm hiu xem liu khch hng c thch th vi nhng tng lm VM ca bn khng hoc h ni ra tng m h thy thch th v sn sng chia s vi bn b. ch, thng ip Mc v cch th hin thng ip chin dch l tng nhn bit thng hiu, th c l bn s tn cng sc kim sot thng tin hn khi m i khi s lan truyn thng tin trn cng ng mng khng th trnh khi tnh trng tam sao tht bn. Ch n gin l lm sao cho thng hiu (logo, slogan, ) ca sn phm ph sng rng n khch hng mc tiu th coi nh chin dch ca bn i ng hng. Nu c nhng mc tiu khc th bn phi tn nhiu cng sc un nn hn chin dch khng b trt ng ray. ng nhin rt nhiu trng hp mc ch chnh t c ko theo nhng kt qu v cng tuyt vi. V d nh chin dch Will it blend ca Blendtec c to ra vi mc ch chnh l tng nhn bit thng hiu cho dng sn phm my xay ca Blendtec, nhng kt qu l doanh s bn l ca h tng ti 700% (theo nghin cu ca Socialens). Lm VM l mt n lc truyn i thng ip Marketing c th ly lan mnh trong cng ng khch hng mc tiu. Chnh v vy c mt nguyn tc, l thng ip VM cng n gin v c o th cng d lan rng. Hai tiu ch ny gip trnh s hiu sai cng nh gip thng ip y ng li tht lu vi khch hng mc tiu ca bn. Cch th hin thng ip phn nhiu ph thuc vo s sng to, kinh nghim ca ngi lm VM v iu ny ng gp rt ln vo thnh cng ca chin dch VM. k hoch: Lp lm g, khi no, chn knh g?

Mt chin dch VM c th c nhiu mc ch: tng nhn bit to tnh cm vi thng hiu, tng doanh s, mi khch hng tham d s kin, mang ngha gio dc,... Nu xc nh mc ch chnh cho

bt u, bn phi ln timeline (s phn b v mt thi gian ca k hoch) cho chin dch, sn xut ra thnh phm cc loi nh videoclip, hnh nh, text, phc v cho tng c, lit k ra danh sch nhng

KIN THC MARKETING 7

NGHIN CU

XC NH MC CH V THNG IP

CHN HNH THC TH HIN THNG IP

LP K HOCH

NH GI V O LNG

knh lan truyn bn chn vi s lng ph thuc vo ngn sch dnh cho chin dch VM. Bc nghin cu ban u chnh l c s bn chn cc knh lan truyn cho chin dch ca mnh. Sau y l mt vi knh ph bin nht cho mt chin dch VM: Social networking website: gm cc trang mng x hi, cc trang chia s clip, chia s hnh nh, cc blog, Khch hng ca bn s l thnh vin thng xuyn ca mt cng ng mng k trn ty theo s thch, ngh nghip v tui tc ca h. Forum seeding*: ni dung cn m bo tnh khch quan, gn gi v bm st thi quen xu hng tm kim ca ngi dng. Bn c th lp hn mt ch mi hay tham gia seeding cc ch c sn. Instant message (tin nhn nhanh): ti Vit Nam ph bin nht vn l Yahoo Messenger. Hy m bo rng on clip, hnh nh hay cu chuyn ca bn tht s th v, thng ip ca bn s t ng ly lan theo cp s nhn qua nhng tin nhn t bn b. Cch lm ny rt n gin v cng tn t chi ph. Sau cng thm vo nhng thng tin v khch hng mc tiu, ch li sn phm, thng ip v cc hng mc khc hon chnh mt bn k hoch (proposal) cho chin dch ca bn. ng chin dch VM, Khi nhng bc i tip theo l g?

Mt iu khng km phn quan trng l hy lun lm mi, cp nht lin tc nhng thay i ca cng ngh v lc no cng c nhng tnh nng mi ra i v nhiu tnh nng c ca cc trang web b thay i, thm ch mt i. Nh rng khi mt chin dch VM ra mt, tt c ch mi bt u. Bn phi cp nht, nh gi ri o lng hiu qu ca chin dch ngay c khi chin dch ang chy v tip tc o lng trung bnh khong mt tun sau khi chin dch kt thc. Cc ch s o lng (KPI) thng thy s l: o nhn bit: lu lng truy cp website (page view), lng hin th (impression), t l nhp chut (CTR), o tng tc: comment, like, share, mc tng tc gia cc thnh vin vi fanpage, o nh hng: download (lng ti v mt videoclip hay mt bc nh c ng trn cc knh lan truyn trong chin dch), lng ng k nhn email, s lng ngi mi bn b tham d trang mng x hi, Marketing l s kt hp gia khoa hc v ngh thut. V th khng ch tun theo mt quy trnh cht ch, bn cn phi c mt tng sc ht vi cng ng m bo chin dch VM ca bn s thnh cng. Hin nay, tuy VM vn cn kh mi m ti Vit Nam, nhng trong cng ng sinh vin cc cuc thi v VM nh The Viral Challenge hoc M-Virus cng thu ht s tham gia ca rt nhiu bn tr am m. V vy s l khng tha nu bn bt u tm hiu thc s cuc chi y tri qua nhng giai on nh th no. Cng vi mt cht dn thn, hi vng trong tng lai bn s thc hin c mt chin dch Viral Marketing tht s, bn nh!

Khi chin dch bt u, bn ch ngi v ch i kt qu? Cu tr li l khng. ng gc agency thc hin VM, thi gian chnh thc din ra chin dch trung bnh l khong 2 tun, nn trong thi gian nhng ni dung a ra phi tht dy c gi nng cc knh lan truyn chn, tn dng mi quan h vi bo ch v nhng ngi c nh hng trn cng ng mng (Influencers) y chin dch ln nh im.

Kim Phng

Forum seeding: l hnh thc pht tn thng tin trn cc din n, mng x hi, trang hi p mt cch ch ng nhm mc ch truyn thng cho sn phm/ dch v.

8 LNG KNH MARKETING

Ngy nay, con virus mang tn Viral Marketing (VM) thc s bng n trn th gii vi nhng chin dch ht sc a dng, c o. Nhng Vit Nam, bc tranh VM dng nh mi ch dng li nhng nt phc tho u tin. Nhiu agency chng ti c tip xc cho bit c khng t cc n t hng lm VM, tuy nhin hu ht cc chin dch ch din ra quy m nh l, chp nhn c v ri nhanh chng ri vo qun lng m khng li n tng ng k no. Vy nguyn nhn chnh y l g trong khi chng ta nm r quy trnh v c y cng c thc hin?

TNG
im ct li ca VM l kh nng t lan truyn nh mt loi virus, trong tng chnh l yu t quyt nh virus ca bn c kh nng lan xa bao nhiu. Tuy nhin, cha c tnh t ph, cn gng gao hay vn kh n gin l nhng iu ngi ta nhn thy hu ht cc chin dch VM ti Vit Nam. Theo cac chuyn gia Marketing, vic a ra tng hin ti vn cn vp phi nhiu ro cn. Mt trong s c th k n nh vic cha tht s thu hiu i tng khch hng trn mi trng online. V phia thng hiu, a s cn kh d dt vi ri ro v hnh nh ca mnh hoc c gng nhi nht tht nhiu mu sc qung co. Bn canh o, vic ng nhn rng VM l hnh thc min ph hay ch cn nhiu tin l thnh cng cung gop phn tao nn thc trng u t non nt, thiu hn tinh chuyn nghip nh hin nay.

VIRUS
mt b phim Ni nm na, thng ip l cnh diu, cn tng l ngn gi gip cnh diu bay cao. Tm kim thng ip phi bt u t vic xc nh c tnh sn phm, phi hiu c iu m nh sn xut mun gi gm thng qua sn phm ny. Sau , hy i tm hiu r v tm l ca khch hng mc tiu thng qua cc phng php iu tra, nghin cu. H l ai? C s thch g? ang quan tm n vn no?... Thng ip ca chin dch l s kt hp cht ch ca c hai yu t trn, lm sao va chm vo cm xc, va c th li du n v thng hiu trong tm tr ngi xem. ca bn c cham c vao tng ngi xem hay khng?

Nh ni trn, c im ch yu khin tng trong VM khc bit vi cc hnh thc Marketing khc l bn thn n phi c kh nng t lan truyn. Nhng tng no thc s lay ng c ngi xem thi mi c th thi thc ho t nguyn chia s. iu ny thot nghe c v ch l chuyn cho tr tng tng bay xa, nhng di gc ngi lm Marketing, mt tng tt ra i s phi lm r c nhng cu hi sau: Mang yu t gii tnh - v y vn cn l mt vn tng ny gip truyn ti kh nhy cm, cng vi tm l t m ni chung thng ip g? ca ngi Vit nn vic lng ghp nhng yu t sex Thng ip l ni dung m mnh mun truyn ti n mt cch kho lo cng l mt cch m cc nh lm khch hng, mun khch hng cm nhn c, l Marketing c th la chn. iu lun bao hm trong bt k chin dch Marketing Gy ci - s hi hc vn rt d i vo lng ngi no. V s phi c cc tng gip th hin thng nn nhng tng t gh l mt cch d dng nht ip ny, v d nh thng qua mt clip ht nhp, clip khuyn khch ngi ta chia s, v d nh cch y 9 o qung co, t chc event bnh chn, hay sn xut

Mt tng khin cng chng tm tc khen hay kh, thi thc ngi khc chia s, bn tn v n li cng kh hn. tng phai tao c cam xuc cho ngi xem ngay t ln u tin. lam c iu o, thng s c mt s tnh cht ni bt sau: Gy sc - phi khin dn chng mu si sng sc, cng ng bng hong. in hnh l tng ca chin dch Will it blend - nghin nt chic Iphone ng m c ch bng mt chic my xay sinh t.

LNG KNH MARKETING

cm tnh tt by nhiu. Tm l khch hng ni chung thng khng thch qung co nhng nhiu doanh nghip c c gng hnh nh ca mnh xut hin mt cch gng go trong cc chin dch VM khin virus khng th lan xa. Nm ngoi, Sony Ericsson qung b cho dng in thoi mi bng mt clip ht nhp Vng c Geisha. Clip ny lan i rt nhanh nhng i km theo ch l s ni ting ca Don Nguyn ch khng my ai n mn khoe in thoi phn m u, thm ch mt s trang on thng, clip V sao phi ni nhiu ca mt sinh vin ny cn b ct b. Hay nh on qung co gy sng Ngoi thng tng khin c dn mng mt phen gi va ri ca Kangaroo, mc d v phng din lan truyn th kh thnh cng, nhng iu ng li rm r. khch hng sau chin dch ny ch l mt cm gic p p m m - tin n Minh Hng b bt qu tang kh chu. tay trong tay cng chng trai l khin d lun xn xao trong mt thi gian di v nh ng vo tm l t tng no s c chn? m bt tn ca fan. Nhng t ai c th ng y l mt hot ng tin chng trnh Sng to tic Yo ca Nhng tng cn c nh gi, la chn theo mt Yomost nhm li ko s ch ca gii tr. vi tiu ch nh ty theo mi chin dch. iu ny

ph thuc phn ln mc tiu ban u, i khi li c nh hng bi kinh nghim v cm tnh ca ngi lm VM. Tuy nhin khng ai dm khng nh chc chn 100% tng no s thnh cng hay tht bi. Chn VM tc l bn chp nhn mo him, v c th ni chuyn thng hay thua ph thuc nhiu vo cng chng. Tuy nhin mt tng tt se to mt b phong vng chc cho thng ip bay xa n mc tiu, gp phn lm nn thnh cng cho chin dch Khin ngi khc phi trm tr, thn phc v ti VM. nng, k xo, s mi l c o hay mc cng phu honh trng. y la nhng yu t khin ngi xem cm thy thch th v mun khoe ngay vi bn b. c nh gi l mang li hiu qu nhn bit khng V d clip Mai Quc Vit ht bi Ct bi bng ging l vi mc chi ph thp, nhng khng phi ai cng ca 9 ca s khin gii tr pht st, clip p xe trn c th bc su vo th gii ca VM. Bi n gin, vch ni khin ngi xem phi nn th hay cc clip CONTENT IS KING mt chin dch VM thnh cng theo th loi Stop motion gy s t m thn phc phi cha ng trong n mt tng xut sc, km theo sau l mt s u t tng xng c v mt cht v mc u t... v lng. Lm Viral Marketing vn khng n gin nn nu thc s am m, thc s mun c c hn vt thng hiu xut hin nh con virus mnh nht th hy bt u chm cht cho th no? chin dch ca bn t nhng tng u tin. Vic lng ghp hnh nh thng hiu vo chin dch cng kho lo bao nhiu s cng khin cng chng c Qunh Ngn Bo Trm Lay ng tri tim bc nh mt em b da en gy g, suy dinh dng trn ngp khp Facebook trong nm qua l mt v d cho vic chm v cm xc su thm ca con ngi, c th l tnh thng yu ng loi. Hay clip em b cn ngn tay Charlie bite me khin mi ngi thch th v nt d thng c bit ca tr em, clip mn t tnh bng Flash mob chinh phc ngi xem bng s lng mn...

Xin chn thnh cm n anh Nguyn Khoa Hng Thnh - Managing Director - Emerald Digital Marketing, anh Chris Trn Hu Lut Former Digital Director New Media Edge, anh L Anh Tun - Interactive Media Director Climax va chi Nguyn Ha Anh Thao - Community Manager - Motibee h tr ni dung bi vit ny c hon thnh.

10

CHUYN BAO CNG V NG KHNG

Ra i t nm 1996 ti trng i hc Harvard v c hy vng l cng c hu hiu gii bi ton truyn thng ip n nhiu ngi tiu dng nht vi chi ph t ti thiu, Viral Marketing (VM) ngy nay ang pht trin mnh m nh vo s ln mnh khng ngng ca Internet. Ngi lm Marketing ni chung v ngi quan tm n VM ni ring chc hn cn nh n nhng chin dch thnh cng trn th gii nh chin dch pht hnh Hotmail gn 10 nm trc hay The Man Your Man Could Smell Like ca nhn hng Old Spice nm 2010. Vit Nam, Viral Marketing tuy pht trin khng mnh m nhng cng c th k n mt s mu kh ni ting nh Tm em ni u ca Close Up, Vng c Geisha ca Sony Ericsson v My lc nc Kangaroo mc d vi kh nhiu ch trch. Trong nm 2011, Bao Cng x n Tn Ng Khng l mt VM kh nh m m hu ht ngi xem vn ngh n n thun do mt nhm t pht thc hin. Vy doanh nghip ng ng sau l ai? Agency no to ra nhng clip ny v hiu qu lan truyn ca n ra sao? Hy cng Tp ch MarPro 19 khm ph mt sn phm ca Marketing Vit Nam nm 2011.

.V n Bao Cng x n Tn Ng Khng Nm 2007, nhng clip ht nhp nh Lin khc Thnh Lc, Vn tin mnh c nhau gy st trn khp cc trang chia s video ph bin ti Vit Nam (Vn tin mnh c nhau t hn 50.000 lt xem trn Clip.vn sau mt tun ti ln). Don Nguyn ni ln nh ht nhp v tr thnh nhn vt ca nm 2009, sau tip tc thnh cng trong clip Vng c Geisha ca nhn hng Sony Ericsson nm 2010. n nm 2011, th loi ny tip tc pht trin mnh m, in hnh l lot clip Bao Cng x n Tn Ng Khng. Kch thch t m t ci tn, v n thc s li cun hng triu bn tr Vit Nam. Ni dung nhng clip ny xoay quanh vic Bao Cng xt x mt v n tuy khng nhiu bt ng nhng kh th v v khc hn so vi nguyn tc Bao Thanh Thin x n hay hnh trnh i thnh Kinh ca thy tr ng Tng. M u l nhng hnh nh v s tht bi ca Bng Thi S cng cc cao th trong game Thin Long Bt B. c gia nhn mch nc, ng ta chuyn qua chi game Ty Du K. Nhng bt ng, m mu lt vo

CASE STUDY 11
tai ca k phng ch th l Bao Cng. V t y, cu chuyn tranh u gia Bao Cng, Bng Thi S cng cc nhn vt kh quen thuc nh Trin Chiu, Cng Tn Sch, Bng Dc bt u. chuyn, bn tn v s hp dn ca clip, chia s cho nhau ng dn v mong ch tng ngy n tp tip theo. Trong khong hai thng, 6 tp Bao Cng x n Tn Ng Khng c ti ln. V theo thng k t d liu m Youtube cung cp cho ngi dng, ta c th thy ch ring trn trang ny c hn 10 triu lt ngi xem trn tng s 6 clip, trung bnh mi clip c khong 600 li bnh lun. Con s ny c l cn ln hn rt nhiu nu c thng k mt cch chnh xc v s lng chia s lot clip trn cc trang mng v trang c nhn khc.

2.

Gii tr si sc v Bao Cng x n Tn Ng Khng Thng Mt nm 2011, tp 1 Bao Cng x n Tn Ng Khng xut hin trn Youtube, c nhn bit bi Game8.vn. Gn nh ngay lp tc, clip nhn c s hng ng ng kinh ngc ca gii tr Vit Nam, nhng ngi thng xuyn s dng Sau y l mt vi s liu m chng ti ghi nhn c Internet v thch xem clip trn Youtube. Trn cc cc bn c th hnh dung mc lan truyn mnh m din n, cc trang mng x hi nh Facebook, ca v n Bao Cng x n Tn Ng Khng. Zingme, trang Youtube c nhn mi ngi ni

Knh Youtube
Tp
.

S liu thng 11 nm 2011

Lng ngi xem

Lng bnh Lng ngi tham gia trn Kt qu tm c trn knh Fanpage trang Google search lun

1 2 3 4 5 6

3.091.918 2.195.308 1.759.660 1.624.307 1.392.967 1.290.888

707 396 395 538 786 888

(baocongxuantonngokhong)

(T kho Bao Cng x n Tn Ng Khng) 680.000

26.073

3.

Ngi xem ang b dt mi? Hiu qu mnh m v mc lan truyn ca Bao Cng x n Tn Ng Khng s khng th b ph nhn, tuy nhin rt t ai bit rng y khng phi l mt sn phm gii tr n thun ca c nhn hoc nhm t pht to ra nh trng hp Don Nguyn. Game online m cc nhn vt trong lot clip tham gia v c nhc n kh nhiu ln l game Ty Du K trn thc t, y l mt sn phm ca FPT Online. N gii thch v sao Bao Cng li x n Ng Khng ch khng phi Bng Dc. Tuy nhin FPT Online khng trc tip to ra chin dch Viral cho sn phm ca h m nhaccuatui.com (NCT) mi chnh l ngi thc hin chin dch ny. Game online Ty Du K nhm n i tng gii tr Vit Nam t khong 15 n 20

tui, yu thch cc tr chi in t trc tuyn. i tng ca sn phm cn c mt s c im khc NCT chn trin khai hnh thc Viral nh: h c thi quen s dng Internet v cc trang chia s mng x hi, tham gia cc cng ng game online v ng h nhit tnh nhng tro lu mi ca gii tr. Chy theo tro lu ht nhp ang c i tng mc tiu yu thch, NCT cho ra i mt sn phm vi ni dung tuy khng qu c sc hay mang mt ngha no nhng vi k thut ct ghp v lng ting ti tnh, nhng cu thoi hi hc ca cc nhn vt, Bao Cng x n Tn Ng Khng tho mn nhu cu c gii tr theo cch ca gii tr hin nay. c bit vi nhng ngi yu thch th loi ny c th s nhn ra lng ting cho lot clip l Mr. C Family, mt trong nhng nhm kh ni ting trong cng ng mng nh ti ht nhp.

12 CASE STUDY
CHUYN BAO CNG V NG KHNG
Cng nhm thu ht nhanh chng s quan tm ca gii game th, NCT khng ti clip mt cch thng thng qua cc knh chia s video m chn knh Youtube ca Game8.vn - cng thng tin game v l mt trong nhng cng ng game th ln nht Vit Nam. Steve Jobs, Lady Gaga, Ng Bo Chu, Don Nguyn, Go, Cu Hip, Dng nh tt c nhng ci tn ang nh hng rt ln n i sng gii tr hin nay. H l nhng ngi c kh nng th v m ngi vit xin c gi l quyn nng hp dn - khin ngi khc ch ng theo di, lng nghe cu chuyn ca h, bn lun v h v c th hnh ng theo h. H c gi l Influencer. V nu xut hin trong Viral Marketing (VM), Influencer c th to ra nhng hiu ng y bt ng cho chin dch.

. V n i v u? Mc d khng c bo co chnh thc t FPT Online v mc gia tng lng ngi chi game Ty Du K sau khi lot clip c tung ra, nhng nu l ngi c nhng quan tm n game online th chc hn bn cng thy n ang ngy cng ph bin v to ra mt cng ng game th kh ln. Cng c nhiu kin cho rng phn li thoi cng nh ni dung ca Bao Cng x n Tn Ng Khng nhm nh, khng mang ngha gio dc v khng ph hp vi vn ho Vit Nam; gp phn tim nhim, lm cho gii tr lm dng nhng thnhng-th-h-mi nh xu m cn xa, hay bun nh con chun chun Cn gc l mt ngi hiu bit v VM, chc hn chng ta cn c cch nhn nhn khng ch trn phng din vn ho m cn l cch trin khai chin dch cng nh hiu qu m n em li l g. i t nhu cu v thi quen ca ngi dng mc tiu v khch hng tim nng, NCT chn c hnh thc v cch trin khai ph hp, t t hiu qu lan truyn rt tt. Ngoi ra, cn nhn nhn mt thiu st ln ca chin dch VM ny l vic n khng a ra mt thng ip c th no n ngi xem v i tng mc tiu. Ekip tip tc trin khai nhng sn phm tng t sau , v d nh M Dung tung cho. Tuy nhin, tro lu clip nhp cn hiu qu v hiu qu n lc no khi tnh vn ho trong ang b nhn nhn vi thi gay gt hn? Cng vi nhng nn tng v gi tr o c v gio dc ang cn c xy dng cho gii tr, s thay i nhanh chng v s thch v cch thc gii tr ca khng ch i tng ny s khin nhng nh lm Marketing trong tng lai phi tip tc suy ngh, sng to nhiu hn to ra cc chin dch VM th trng Vit Nam va gy c hiu qu lan truyn, va em c thng ip n i tng mc tiu.

nfluencer H l ai? Theo nhiu ti liu cho rng, Influencer l tc nhn gy nh hng, l bt c ai c kh nng nh hng n nhn thc, suy ngh, hnh ng ca ngi khc da vo s uy tn v kh nng thu ht ca bn thn. Influencer trong VM l mt tc nhn c kh nng nh hng n nhn thc v thng hiu hoc quyt nh mua hng ca mt cng ng khch hng mc tiu thng qua vic pht tn thng ip ca chin dch VM. T Influencer, thng ip tip tc c lan truyn i trong cng ng, to nn s ly lan nh mt con virus my tnh. Ly mt v d tinhte.vn, mt din n cng ngh c uy tn Vit Nam, Cu Hip l mt thnh vin tch cc ca din n. Anh l mt ngi yu, am hiu v lun cp nht kin thc v cng ngh, thit b mi hng ngy. iu gii thch ti sao hu ht nhng bi vit v nhng chic in thoi thng minh (smartphone) ca anh u nhn c phn hi tch cc, gip anh tr nn c ting ni v hnh thnh kh nng gy nh hng vi cng ng tinhte.vn.

H Phng

n c th l mt Influencer? Influencer c chia thnh 2 dng chnh. Mt l nhng ngi ni ting c xut bn c nhn, v d nh nhng chia s ca NST Thnh Lc trn blog ca anh c nhiu ngi n c v ng cm. Nhng Influencer dng ny ngy cng t ra li th trong cc chin dch VM, bi v h l nhng ngi c sn mt lng fan hm m nht nh. Hai l nhng ngi bnh thng, c nhng xut bn c nhn thu ht nhiu s ch . Nh c cng ngh thng tin, nhng ngi t l din trc cng chng, hoc t hiu bit v k thut tin hc cng c th d dng chia s cm xc, hiu bit qua nhiu hnh nh, bi vit, khng ch c ni dung thu ht m cn c thit k bt mt, ng th hiu. Th g vo trang Google nhng ci tn nh Mo c, Quch i ca, Go, bn c th thy c mc

B QUYT MARKETING 13

QUYN NNG HP DN
knh din n tuy khng c tnh lan truyn, tng tc tt nh mng x hi Facebook nhng c tnh tp trung cao hn. Do , din n c th thch hp vi cc sn phm kn cng ng mc tiu nh sa bt cho tr em, xe t, ni tht Trong khi , mng x hi li cho php nhn bit cho cc loi hnh dch v a dng ngi dng hn nh n ung, du lch, thi trang Kh nng xut bn: Influencer cn c tn sut xut bn n nh, tng tc thng xuyn vi cc tc phm c cht lng. Cht lng ny ph thuc vo hnh thc xut bn v phong cch vit ca Influencer. C nhiu hnh thc thng gp nh bi vit, hnh chp, hnh v, video, m thanh i km l mt phong cch ph hp, nh vi dng bnh lun bn di hnh nh; chui nht k chia s cm xc hoc cc bi phn tch t m

Influencer

quan tm ca gii tr dnh cho h. Vi mi cng ng s c nhng c trng ring lm nfluencer trong mt chin dch VM cho mc b nh hng ca tng nhm cng ng Khi quyt nh s dng Influencer, da trn sn s khc nhau nhng, mt ngi c xem l Influphm v mc tiu ca chin dch, chn dung ca Inencer hiu qu trong VM th thng c nh gi fluencer s bt u c phc ha, tm kim v qua cc tiu ch: c ko vo chin dch. Mc d c v s cch tc ng n Influencer nhng chng thng ri vo ph: rng ca mng li ngi b Influencer mt trong hai nhm sau: nh hng v s ph hp ca loi i tng m Influencer ph ti i vi sn phm, thng ip. Nhm th nht l cch thc tm kim mang tnh Knh phn phi: mng x hi (Facebook, Twitter, thng mi. Ngi lm Marketing mi cc Influencer Tumblr ), blog (Blogspot, Wordpress, ), din n tim nng lm vic nh mt cng tc vin b mt (tinhte.vn, webtretho.vn, ) hoc cc trang chia s v tha thun mt s nguyn tc hp tc. Nhm hnh nh, video (Youtube, Flickr, Photobucket,... ). N ny thng c tm thy thng qua nhng agency c la chn da trn tiu ch phi kt ni c vi chuyn tm kim, theo di lch s hot ng, phn ng v ng o i tng mc tiu; ng thi c loi, phn tch, nh gi ri lu tr v gii thiu theo iu kin cho php phc v tt cho chin dch. V d, ng nhu cu ca chin dch. Tuy nhin, y l mt

Xc nh nhu cu, mc tiu

>

Tip cn Influencer

>

Theo di v qun l

>

nh gi

S : Quy trnh thc hin mt chin dch VM c s dng Influencer

14 B QUYT MARKETING
m hnh ch mi pht trin rng ri nc ngoi, cn Vit Nam, nhng ngi lm Marketing thng t sn tm Influencer trn Internet cho tng chin dch. Nhm th hai c ngi lm Marketing thu ht qua cc hot ng tip cn, th hin s tn trng, by t thnh hp tc t nhin ch khng nghing v thng mi. Chng ta c th thy mt s cch nh t chc cc hot ng Dng th sn phm ch dnh ring cho mt nhm i tng, hp bo kn, cc bui Sales b mt vi nhiu sn phm cht lng cao c gim gi, tng qu, T , doanh nghip gy n tng v lm quen vi Influencer, to iu kin h trc tip cm nhn sn phm, tip nhn thng tin v sau chia s vi cng ng m h ang sng. Influencer thch nu kin, th hin s am hiu bng cch a ra lung thng tin tri chiu ngoi d tnh c hi cho doanh nghip. Ngoi ra, tnh bc hi v ngn hn ca cc loi d liu trn Internet cng l mt ri ro ln khi s dng Influencer c nn tng ch yu l trc tuyn.

Hin nay, Influencer ang xut hin ngy cng nhiu v c lng v cht, t do chia s mi th trn Internet, trong c nhng ch v s kin, xu hng, sn phm chim a s. Cc doanh nghip khn ngoan mun xy dng hnh nh s khng th b qua c hi tip cn v to cm tnh vi Influencer, qua tc ng hiu qu ti khch hng. Thm vo , trong thi i ngi tiu dng b bi thc bi mt lng ln qung co mt chiu th vi kh nng tng Cng vic ca Influencer sau l pht tn thng tc cao, vic khai thc Influencer trong VM em li ip, gy nh hng n i tng mc tiu bng mt lung gi mi, mt la chn mi cho ngi li ni, xut bn c nhn trn knh tng tc thch lm Marketing. Tuy nhin, liu c hay khng hiu qu hp. Lc ny, ngi lm Marketing cn theo st v vt tri ca Influencer so vi cc cng c khc? Cu can thip khi cn thit m bo thng ip ca tr li l khng. N ph thuc vo s by binh b trn ca c chin dch VM m trong , Influencer VM c pht tn ng theo nh hng ban u. Cui cng, khi chin dch VM kt thc, vic nh gi, c th l qun t ch bi, cng c th ch l yu t o lng hiu qu ca Influencer c tin hnh. bi trn vi nhng n by c tnh ton trc. Ngi ta thng thit k cc cng thc tnh ton ring vi cc ch s v trng s phn trm da trn Quyn nng hp dn ca Influencer nm ch tnh cht chin dch. Cc ch s c th l s lt hin chng ta bit cch s dng hiu qu nht cng c th (page views), s click, s lt bnh lun (com- ny trong ton b th trn m chng ta by ra, ments), dung lng ti trang (traffic), mc n ch khng phi ch nm bn nng thu ht ca Influtng v ni dung (qua cht lng bnh lun), mc encer. L mt sinh vin yu thch v nh hng theo gh thm thng xuyn, Vic nh gi ny gip ngh, vic nhn thc v mt cng c mi da trn ngi lm Marketing hiu thm v hiu qu lm vic nh hng gia ngi vi ngi cng vi vic t v phong cch ca Influencer, cng nh o lng nghin cu l v cng cn thit. Tm hiu r v nhng c mc ng gp ca nhnh cng c ny vi c im ca cng c ny s gip bn sn sng hn ton chin dch, t c c thng tin hu ch cho nhng trn dn binh tht mu lc v sc so y! ra chin lc hoc quyt nh hp tc sau ny.

nfluencer c phi l tuyt chiu ca VM? Mc d vic s dng Influencer c th em li hiu qu lan truyn to ln nhng n vn c nhng hn ch nht nh. n c trng hp c mt vi Influencer v cng sng gi nhng li kh tip cn. Hoc ngi lm Marketing c th khng kim sot c nhng

Thoi Uyn Nguyn Hu

Xin chn thnh cm n ch Nguyn Hu Hnh CEO Vietbuzzad v c Phm Thanh Thy Vy Ging vin khoa Thng Mi Du Lch Marketing, trng H Kinh t TP HCM h tr v ni dung bi vit ny c hon thnh.

XU HNG MARKETING 15
Anh L Anh Tun Interactive Media Director

Viral Marketing (VM) chnh thc thm nhp vo Vit Nam vo khong cui nm 2008, u nm 2009 vi hai chin dch nh m: Close Up Tm em ni u v X-men - ng b Smith. Ba nm tri qua, VM pht trin nhanh chng v bt u c nhn nhn, p dng rng ri. Tuy nhin, so vi cc hnh thc Marketing khc, VM c phn kh lng l v vn chim mt v tr khim tn trong bc tranh Marketing tng th. Bi vit mong mun em n cho cc bn mt ci nhn ton din hn v trin vng cng nh c hi trong lnh vc mi m v y thch thc ny.

VIRAL MARKETING

C HI
V
iral Marketing em n sc mnh to ln cho nhng ai bit s dng n

iral Marketing tha hng nhng u th vt bc ca thi i cng ngh s

Apple l v d kinh in. Rt t ngi tng xem TVC, Print-ad hay cc mu qung co ca h v khng phi ai cng c c hi s hu cc siu phm mang logo To khuyt. Nhng ngi ta vn say sa k cho nhau nghe v iPhone, iPad, Macbook, Steve Jobs, v nhng tin n hay cc v r r h h thc thc. Tt c to nn mt cu chuyn hp dn khng c hi kt, mi khi Apple tung ra sn phm mi l c triu tn tranh nhau c s hu Qu to. Tt nhin v sn phm ca h qu hon ho. Nhng ng sau l c chin lc Marketing xut sc, trong VM ng vai tr cc k quan trng. Pha sau ph thy cng ngh Steve Jobs chnh l bc thy Marketing P. Schindler. D nhin y l Apple, Vit Nam d c bt chc cng kh m lm c. Nhng bn vn c th thnh cng mc khim tn hn. Mai Quc Vit, Ngc Quyn, Phng My, Don Nguyn, Kangaroo u ni ting rt nhanh nh vo s lan truyn mnh m ca cng ng. Hoc do mt vng Youtube, bn c th tm thy v s cc clip Vit Nam vi hng trm ngn lt xem. Th tng tng nu l clip v sn phm hay thng ip th mc nhn din thng hiu ln n mc no.

S pht trin ca cng ngh s thay i hnh vi giao tip ca con ngi. Khng cn l thi ca th tay, nht k, bo giy hay nhng cuc gp g trc tip, thay vo l Email, Social Networking, Online chatting, Mobile vi tc v sc mnh kh tng. iu to nn mi trng c bit l tng cho VM. Ch cn mt c click chut l thng ip ca bn c th n vi hng triu ngi trn th gii trong tch tc. - Cha bao gi vic to ni dung li n gin n th. Ch cn mt chic in thoi hoc mt phn mm n gin l c th to c mi clip theo cc phong cch khc nhau. Vn l tng ca chnh bn, ch khng phi cng c.

- Cha bao gi vic chia s ni dung li n gin n th. Yahoo Messenger, Facebook, Twitter, Zing me, Forums, Blogs, bo ch . c th bin mt k v danh thnh thn tng ch trong vng mt m. Mai Quc Vit, Nhng cn phi lun nh rng: VM l con dao hai Don Nguyn, Kangaroo li. t tay hay chin thng ph thuc vo s kho tr nn ni ting lo v am hiu ca bn. V VM cng khng phi chic theo cch . Vn a thn c th bin con vt xu x thnh thin nga. l cu chuyn bn VM cn c s h tr ca cc cng c Marketing khc to ra, ch khng pht huy sc mnh tng hp v em n hiu qu phi l tin bc. cho nhn hng.

16 XU HNG MARKETING
- Cha bao gi vic tip cn ni dung li n gin n th. Mobile, 3G, Wifi gip chng ta cp nht v chia s mi lc mi ni theo nhng cch d dng nht. Nhng ro cn v truyn thng hu nh b ph v, VM l sn chi bnh ng dnh cho tt c nhng ngi lm Marketing. Bn c y cng c, phng tin hin thc ha nhng tng ca mnh v truyn ti n hng triu ngi mt cch nhanh chng.

iral Marketing v c hi tuyt vi dnh cho cc bn tr

i vi cc bn tr mun dn thn vo lnh vc Marketing hoc Business th VM l s la chn ng gi. Cch y vi nm, vic thuyt phc khch hng lm mt chin dch VM thc s rt kh khn. Cn by gi, VM l mt nhu cu r rng, mt mn n nhiu gia v m nhiu ngi sn sng mun th. Cc iu kin VM pht trin gn nh chn mui. Vn Lu nay mi ngi vn nhn VM nh mt ci g gh mun thu vn l nhn s, nht l i vi mt lnh gm v k b. Nhng s tht c rt nhiu clip t lm vc mi m nh vy. Nhng li l c hi dnh cho VN t con s trm ngn lt xem trn Youtube. cc bn tr nng ng, ham hc hi v yu thch s S tht l nhng tin n, cu chuyn trn mng vn sng to. Hiu bit v vn dng VM s gip bn c rt c hng triu ngi theo di say sa trn din nhiu la chn cho tng lai ca mnh. n, Facebook... Cch y mt nm, trong cuc thi The viral challenge, tc gi c dp hng dn cho - Khi nghip: C n 50% sinh vin mun khi mt nhm SV Ngoi thng thc hin mt clip Viral nghip ngay khi mi ra trng, hoc sau vi nm i trong vng hai tun vi ngn sch hai triu ng. Kt lm tch ly vn. Nhng hu ht u cm thy kh qu tht ngon mc: hn 100,000 lt xem v hng khn khi phi gii quyt bi ton Marketing v s eo chc triu tin quyn gp ng h. VM u phi l hp tin bc, quan h. Khi VM l s la chn hp iu khng th. l v c th em n nhng hiu qu bt ng. Hoc nu t tin vi kh nng ca mnh, bn hon ton c th lp nn mt Viral agency, chuyn thc hin cc chin dch VM cho nhn hng. Vit Nam cha c agency no nh vy, v l c hi bn tr thnh ngi dn u trong mt i dng xanh mnh mng. - Tr thnh mt ngi lm Marketing: VM em n nhng chin dch sng to v mi m trong bi cnh cc cng c truyn thng bo ha. Bn c th m nhim khu Creative ngh ra cc tng, kch bn Viral . Hoc Executive lp k hoch v thc hin VM. Hoc Production th hin nhng tng di dng video, photo, bi vit mt cch hp dn nht. Mi khu em n th thch v tri nghim khc nhau, nhng VM lun l ni bn c th pht huy tr tng tng mt cch bay bng nht. Vit Nam hin nay ang thiu nhn s c bit c v tng ln thc hin VM. V vy c hi tr thnh chuyn gia cn rng m vi tt c cc bn. - Lm iu mnh thch v tch ly c hi: Bn yu thch VM v nn nng mun thc hin n. Vy th cn chn ch g khi mi th sn sng. Khi bn tr thnh chuyn gia hoc c ting tm trong mt lnh vc no , c hi s t n.

XU HNG MARKETING 17 TNG QUAN MARKETING

(tip theo trang 5)

VIRAL MARKETING S CHIA THNG IP

m kt Cng vi s pht trin ca thi i, th gii Marketing vn a sc nay li c gp thm mt mu mi Viral Marketing. Sau thnh cng ca Tm em ni u, hnh thc ny dn dn ang c nhiu nhn hng a chung. Cc chin dch VM Vit Nam xut hin ngy cng nhiu hn, km theo l s a dng v tng, ni dung, hnh thc th hin, cng cv.v. Vy nn, nu nh bn l mt sinh vin yu thch Marketing v khng ngi khm ph nhng iu mi l th Viral Marketing chnh l mt ch n y tim nng ang ch bn. Trn mng hin nay c rt nhiu Internet star, nhng ngi c cng ng bit n qua mt bit ti no : ht nhp, chp nh, lm video, freestyler Th tng tng bn l mt Internet Influencer vi nhng clip c cng ng yu thch, chc chn s c v s li mi cng tc hp dn. Da Leo, Mr C family, Hiu Orion l nhng v d nh vy. Cng ngh s ang bng n v nh hng su sc n cuc sng, n cch chng ta giao tip, suy ngh n hnh vi mua sm, ko theo s thay i mnh m ca Marketing. Mi cch y vi nm, ngi ta cn thc mc v Internet Marketing, th by gi l thi ca Mobile, Viral Marketing, Social Media. V tht kh hnh dung bc tranh tng th trong vi nm na. V vy li khuyn dnh cho cc bn tr l hy nhanh chn dng cm bc vo nhng lnh vc mi m, tr thnh ngi tin phong khai ph nhng i dng xanh mnh mng. V Viral Marketing lun l th thch y hp dn bn chinh phc.

Ngc Trc - Kiu Nhung

Anh L Anh Tun Interactive Media Director Climax Interactive Agency

18 IM TIN & TIN SCH

MO Workshop 2011 How to plan your social media

Mng x hi l mt trong nhng cng c truyn thng hu hiu, c bit i vi cc t chc phi li nhun. Tuy nhin, ng dng nh th no, nh gi hiu qu ra sao th khng phi ai cng thc hin c. iu phn no nh hng n s pht trin lu di ca t chc. Chng trnh CMO Workshop How to plan your social media do nhm Margroup t chc vo hai ngy 30/10 v 6/11 va qua, ti phng A105 trng i hc Kinh t TP HCM, hng ti vic nh hng, cung cp cch s dng mng x hi mt cch bn vng v chuyn nghip. Vi s gp mt ca cc din gi nhiu kinh nghim trong lnh vc ny nh c Phm Thanh Thy Vy (Ging vin

trng H Kinh t Tp.HCM, Former Campaign Manager, Admax Network), ch Mai Ngc H (Social Media Specialist, Golden Digital) v anh Chris Trn Hu Lut (Former Digital Director, New Media Edge), kin thc m chng trnh

a hon ton thc tin v sc tch. Bui 1: Tng quan v Social Media: Bn cht K nng xy dng k hoch - o lng hiu qu. Bui 2: Giao lu v trnh by k hoch truyn thng ca cc t

TIN SCH: Likeable Social Media - Dave Kerpen

Hoa K c hn mt Hi ng chuyn nh gi v trao gii cho cc chin dch Marketing truyn ming, l Word of Mouth Marketing Association (WOMMA). Quyn sch Likeable Social Media m chng ti sp gii thiu c vit bi mt ngi 3 ln c vinh danh vi gii thng WOMMY danh gi ca WOMMA, v rt nhanh chng sau ngy pht hnh, Likeable Social Media nm trong top sch bn chy do t New York Times v USA Today bnh chn. Mi chng sch bt u bng nhng mu truyn th v v Social Media. Mu truyn u tin k v vic tc gi n Las Vegas sau mt chuyn bay 6 gi ng h v ang ch i hn 1 gi lm th tc check in vo khch sn Aria ti Las Vegas. Mt mi v chn nn, ng dng in thoi vo Twitter git thi gian v cp nht mt status v tnh hnh ca mnh ti khch sn Aria lc by gi. Hy on xem iu g xy ra tip theo? Khng c mt s phn hi no t Aria, nhng Rio mt khch sn i th ca Aria lp tc comment trn status ca Dave: Sorry about the bad experience, Dave. Hope the rest of your stay in Vegas goes well. V nh comment y m Rio sau kim c $600 t Dave. Bn bt ng ch? T quyn sch ny, c gi s khm ph ra rng Facebook, Twitter, khng cn n thun truyn thng nh trc m nay chng tr thnh mt mi trng cc doanh nghip tm

IM TIN & TIN SCH 19

chc; phn nh gi, nhn xt ca cc chuyn gia. ng hnh cng chng trnh l gn 40 bn sinh vin, l Trng (Ph) hay ang hot ng trong Ban Truyn thng i ngoi ca x hi ca cc bn s gt hi c 14 cu lc b - i - nhm cc nhiu thnh cng. trng i hc. Vi nhng iu nhn c t chng trnh, mong Minh Khi rng vic truyn thng qua mng

INH NHT MARGROUP

Nh mt li hn, thng 12 v mang theo nhng cm xc rt ring n vi nhiu th h cc thnh vin, cng tc vin nhm Margroup cm xc ch i mt bui tic sinh nht tht m p, nh mt ngy on t gia nh. Sinh nht ln th 17 ng li nhng k nim kh phai trong lng mi ngi con ca t m Margroup.

trn ht l chng ta vn ng bn nhau trong sut chng ng y vi tnh yu m mi ngi dnh cho Margroup. Bui tic Sinh nht Margroup 17 tui khp li nhng d m ngt ngo ca n th vn cn mi nh chnh giai iu Nim tin ang ngn vang trong tri tim mi ngi. Mt khung tri mi vi bao iu mi l m ra, th h hm nay 17 nm mt qung thi gian ca Margroup sn sng chinh trin hn, thnh cng hn v s khng di i vi mt i ngi, phc nhng tm cao mi, nhng cn nhiu hn na nhng k nim mt qung ng khng qu xa mc tiu xa hn. p mi ghi du trong tim nhng chinh phc nhng n l mt chui th h Margroup hm qua, hm di th thch cho tinh thn bn b, Chc cho Margroup thm mt tui nay v mai sau. kin gan ca bao th h Margroup. mi, thm sc mnh tip tc 17 nm thng c, trm c nhng thc hin s mng ca mnh, pht Thy Trang

kim v bt kp khch hng ca h mi lc mi ni. Bn bit cch s dng quyn lc ca mt ci status, mt c click like hay nt share hay cha? Nu cha, Likeable Social Media vi vn phong gin d, vi nhng minh ha thc t v cc pht kin th v ca Dave Kerpen s khng khin bn tht vng khi dnh thi gian tri nghim n.

Thng tin sch: Tc gi: Dave Kerpen Ngn ng: Ting Anh Nh xut bn: McGraw-Hill Xut bn ln th nht: ngy 07.6.2011 S trang: 272 Gi ba: $12.20 Sch c bn trn http://www.amazon.com/

Hng Hnh

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SN CHI
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Cc bn hy nhanh tay gi p n v hp th marpro@margroup.edu.vn nhn c phn qu hp dn t Ban bin tp Tp ch MarPro dnh cho 3 bn c p ng v gi mail sm nht nh!

1. y l chin dch ca mt b phim rt ni ting ca hng Warner Bros.

2. Videoclip ny thu ht rt nhiu ngi xem trn youtube viral cho mt chic in thoi thng minh (smartphone).

3. Din vin trong hnh y chin dch ny ln nh im thng qua vic anh tr li hn 180 video ngn vi nhng ngi ni ting nh Demi Moore, Ellen DeGeneres,

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Vn Hi

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