13 cu hi lin quan n Social Media 1

13 CU HI LIN QUAN N SOCIAL MEDIA

1. Social Media c mi lin h nh th no vi Mass Media? S tham gia ca Social

Media vo truyn thng c nh hng g n Mass Media?

Dng Minh Vit

Ph Tng gim c Cng ty c phn Truyn thng Vit Nam (VC Corp)

Social Media (truyn thng ca cng chng) ging Mass Media

(truyn thng i chng) im chng cng l cng c truyn

thng . S khc nhau ln nht gia chng th hin m hnh,

mc ch, cht liu truyn thng v ch phn phi (nhm cng

chng).

Ni n Mass Media l ni n cc knh truyn thng chuyn

nghip, hot ng v mc ch thng mi, chnh tr, tn gio.

C th hn, Mass Media c th gii hn trong phm vi cc

phng tin truyn thng nh bo ch, truyn hnh, pht thanh,

bo mng.

Cn Social Media (truyn thng ca cng chng) n thi im

ny l mt thnh phn ca Social Network (mng x hi), ra i

cng vi s pht trin ca mng x hi trn Internet, l s lan

truyn thng tin ca cc thnh vin trong mng x hi tha

mn nhu cu t thn ca ngi dng. Ni mt cch n gin

th c th coi Social Media l s truyn ming trn mi trng Internet.

im khc bit d nhn thy nht l v c bn, Mass Media l qu trnh truyn thng mt chiu, mt

ngun pht tin nhiu ngun tip nhn. Cn Social Media l m hnh truyn thng a chiu, a ngun

a tip nhn.

Cht liu li ca media l cc ni dung (content) nh nh, bi vit, li bnh, clip, bn tin bo ch, chng

trnh truyn hnh, pht thanh Mass Media kinh doanh trn cht liu li ca mnh (nh bn bo, thu bao

xem chng trnh truyn hnh cp, qung co). Cn vi Social Media, cht liu li thng l kin,

s by t thi , cm xc, quan im c nhn, cc thng tin mang tnh c nhn, hoc chia s nhng thng

tin chung (Mass Media) c ngha i vi bn thn ngi s dng.

Di gc phn phi, Social Media nh v theo c nhn v cc mi quan h ca c nhn, theo cc cp

:

- Content source (Ngun ni dung): blog, forum, Flickr, Sannhac

- Content sharing (Chia s ni dung): Facebook, Wiki, Twitter

- Content distribution (Phn khi ni dung): Twitter, Youtube, linkhay, Digg

Trong , vic phn phi ni dung thng qua mng lc ca c nhn l con ngi tht v ch phn phi

trc tip chnh l danh sch bn b, mng li ca c nhn . iu ny ngc li vi truyn thng i

13 cu hi lin quan n Social Media 2

chng, vn c tnh c nhn rt thp, sn phm truyn thng c nh v theo phn khc ngi dng v

phn khi trn h thng ca Mass Media.

V mi quan h gia Social Media v Mass Media trong tng lai, s tham gia ca Social Media vo bc

tranh truyn thng chung s phng ha mi trng truyn thng v gii thiu knh mi cho cng

chng, ng thi khin Mass Media phi thch ng v tr nn dn ch hn, thn thin hn. Cng

chng s th hng mt mi trng giu ti nguyn hn.

C kh nng dn n mt s phn chia li th trng tin tc mt cch tng i trong qu trnh truyn

thng. Social Media s tham gia mnh m vai tr pht hin s kin, khu vc ni dung chuyn su v

khu phn phi. Mass Media vn chim th mnh tin tc s kin hng ngy, bo ch iu tra, tp hp v

m rng vn , sn xut cc ni dung, chng trnh c cht lng cao, quy m ln. Bn cnh , Mass

Media cng s ha nhp vo mi trng Social Media tn dng gi tr phn phi ca mi trng ny.

2. im mnh v im yu ca Social Media?

Dng Minh Vit

Ph Tng gim c Cng ty c phn Truyn thng Vit Nam (VC Corp)

im mnh ca Social Media:

Ni n Social Media l phi ni n lc lng

hng hu ca cc ngun lc nh. Vic mi c

nhn u c th tr thnh mt ngun pht trn

mi trng Social Media to nn sc mnh s

ng v sc mnh chuyn su. Hin nay Vit

Nam c khong 10.000 nh bo, nhng c gn hai

triu blogger. Cc chuyn gia, ngh s trong

mi lnh vc c kh nng truyn thng mt cch

c lp, a chiu v chuyn su hn hn cc nh

bo. V bn thn cc nh bo cng l mt lc

lng na ca Social Media khi h tham gia truyn thng vi t cch c nhn trn mng.

Vi cc thit b r, n gin v ph bin nh in thoi di ng, laptop, my nh s c h tr bi

cc blog v nn tng mng x hi ph bin th tham gia qu trnh truyn thng tr nn n gin hn rt

nhiu cho mi ngi.

Kh nng tng tc, phn bin, bnh lun, b sung thng tin, truyn thng a ngun, a chiu ca Social

Media khin mi trng truyn thng ny tr nn giu c hn nhiu so vi ngun tin mt chiu truyn

thng.

Mng x hi l mi trng gn b mt thit vi cc c nhn hn, do vy vic phn phi thng tin v kh

nng truyn thng trng ch thng qua mng li c nhn v cc mi quan h nhm cao hn nhiu so

vi s phn phi c lp ca hng trm, hng ngn ngun tin t truyn thng truyn thng (Mass Media).

13 cu hi lin quan n Social Media 3

im yu ca Social Media:

Mt trong nhng im mnh ca Social Media l tnh cht a ngun tin. Trong nhiu trng hp, thng

tin t Social Media m cho cng chng nhiu gc nhn khc v vn . Tuy nhin iu ny cng to nn

hu qu l nhiu thng tin. Thng tin c lan truyn qua nhiu tng bc, nhiu gc nhn khin cng

chng rt kh nhn bit u l kha cnh ng tin cy v dn n kt qu l khng gii quyt c vn

m cng chng ang quan tm.

Tnh nghip d cng l mt cn tr mang tnh cn bn ca Social Media. Kh nng cung cp thng tin

mt cch nh k, c nghip v, sn xut ni dung quy m ln, cht lng cao l bt kh thi i vi

Social Media.

Vi ch th truyn thng l c nhn, Social Media xc lp c nim tin trong cc nhm lin quan n c

nhn, nhng kh khn hn khi mun xc lp nim tin trong nhm cng chng rng. Truyn thng mang

mu sc c nhn c khch quan thp trong tng quan vi truyn thng chuyn nghip. chnh xc

ca thng tin v trch nhim x hi ca ngun tin l nhng tiu chun tng i cao so vi kh nng ca

Social Media.

Trong mi trng c m rt cao nh Internet, Social Media c khuynh hng tr thnh ngnh min

ph c gi tr li nh bo mng cng vi pht thanh, truyn hnh analog, v nhng loi hnh ny th khng

c v th mnh trong ngnh nh nhng loi hnh bn c gi tr li (nh bo in trc kia v truyn hnh

cp hin ti).

3. Mng x hi no c a chung nht hin nay?

Theo nghin cu ca Hip hi cc nh qung co quc gia M (ANA Association of National

Advertisers, cng ng nhng ngi lm qung co n t 400 cng ty trn ton quc) vo thng 6.2009,

nhng mng x hi c cc marketer M s dng nhiu nht l Facebook (74%), YouTube (65%),

Twitter (63%), Linkedln (60%).

Facebook cng l ci tn c nhc n nhiu nht trong thi gian gn y ti Vit Nam. Trong nghin

cu Thi quen s dng Internet Vit Nam ca Yahoo v TNS Media thc hin vo thng 4.2009, khi

Yahoo 3600 cn hng thnh th c n 85% ngi c hi cho bit c s dng dch v ny. Trong khi

, ch 4% s ngi tham gia kho st dng Facebook. Con s ny YouTube l 46%, Google Groups l

27%, Yahoo! Groups 21% v MySpace l 5%. T khi Yahoo 3600

ng ca, s ngi dng Facebook

tng t bin, nht l khi phin bn ting Vit ra mt. Ch sau bn thng, t thng 5.2009 n thng

9.2009, s lng ngi ng Facebook Vit Nam tng trng gp su ln, t hn 140.000 ngi ln

hn 880.000 ngi (s liu ca Facebook tnh n 20.9.2009). Vi tnh cht m, kh nng tng tc rng

ri, Facebook ang tin ln v tr top 5 mng x hi c yu thch nht Vit Nam v dn thay th Yahoo

3600 . D ang v tr dn u vi s lng ngi bit n v s dng nhiu hn do c li th t h thng

dch v email, chat, cng vi vic chuyn d liu ngi dng t Yahoo 3600 trc , Yahoo 360plus kh

c th duy tr c v tr ny trong tng lai.

Xp trong nhm nhng mng x hi c yu thch nht Vit Nam trong kho st ca FTA vo thng 8

va qua cn c Hi5, MySpace, Cyword, Opera, Yobanbe, Twitter. Tuy nhin s lng ngi bit n

cng nh s dng cc mng ny cn kh t, cch xa Yahoo!360plus v Facebook. Hin Vit Nam cn rt

13 cu hi lin quan n Social Media 4

nhiu mng x hi khc ph bin trong gii tr nh Wordpress, Multiply, Tamtay, Yume, Clip.vn,

Caravat, Cyvee

Vi s a dng ca cc mng x hi, cc doanh nghip cn chn mng ph hp nht vi sn phm, dch

v v chin dch truyn thng ca mnh. Mng ln nht cha chc l tt nht nu khng ph hp vi

c tnh ca sn phm, thng hiu v i tng mc tiu. Mc khc, trc sc ht to ln ca mng x

hi, nhiu doang nghip mun ti u ha s lan truyn bng cch tham gia nhiu mng. Tuy nhin, bn

cht ca mng x hi l s ng gp, chia s nn cn u t nhiu thi gian tr thnh thnh vin tch

cc. iu ny kh c th thc hin c nu doanh nghip tham gia qu nhiu mng cng mt lc. Cht

lng quan trng hn s lng v vy, hy tp trung vo mt vi mng ph hp nht v c gng khai thc

c nhiu li ch nht t chng.

4. Doanh nghip nn t lm hay i thu agency thc hin chin dch marketing trn

Social Media?

L V Anh

Account Manager, Cng ty Golden Digital

u im ca chin dch tip th trc tuyn, trong c cc hot ng marketing trn Social Media l

doanh nghip u c th t lm hu ht cc hot ng qung b nh vo nhng cng c h tr c sn trn

mng (to quiz, lp Fan Page, t banner trn cc mng x hi). Do vy, cc doanh nghip c th da

trn nhiu yu t nh tm quan trng ca tng chin dch, chi ph, i ng nhn lc, cc mi quan h,

kinh nghim quyt nh c nn thu agency hay t lm.

Khi doanh nghip quyt nh t lm th chc chn h s tit kim c mt khong chi ph ng k.

Ngoi ra, h cng tit kim c thi gian t khu ln k hoch n khi thc hin nu kho lo tnh ton.

Tuy nhin, kim sot chng trnh marketing c thc hin ng theo k hoch v tin , doanh

nghip phi b ra kh nhiu cng sc v nhn lc theo di. Th nhng, kt qu h thu c cng kh

13 cu hi lin quan n Social Media 5

c kim chng v khng c mt thc o chun mc. V th, rt kh nh gi c l chng trnh

marketing thnh cng hay khng.

Vi cc sn phm/dch v hng n s ng ngi tiu

dng (nh hng tiu dng nhanh hay thit b cng ngh,

vin thng), tip cn hiu qu cng mt lc lng

khch hng mc tiu ln, doanh nghip s phi tri rng

chin dch marketing trn nhiu knh truyn thng x hi

vi cc hnh thc rt phong ph v a dng: va to blog,

kt ni khch hng qua mng x hi, lp din n, thit k

banner v la chn v tr ph hp cng nh tn sut xut

hin hp l l cng vic khng n gin vi cc doanh

nghip. l cha k n vic o lng hiu qu chin

dch sau khi chng trnh kt thc. Chnh v th, trong

trng hp ny, doanh nghip cn thng cn n agency

gip sc.

Tuy nhin, khi chn agency thc hin tc l doanh nghip chp nhn b ra mt khong chi ph ng

k thc hin v ng thi, thi gian t khu ln k hoch n khi thc hin s ko di hn v nu

khng c s hp tc tt ca hai bn, doanh nghip c th l mt thi c. V th, mt khi doanh nghip

quyt nh chn agency thc hin chng trnh marketing ca mnh va hiu qu va t nhin th

doanh nghip nn c s tin tng v giao ph vo s chuyn nghip ca agency.

5. Social Network site (mng x hi) l g?

S ra i t ca cc mng x hi (Social Network) thi gian gn y Vit Nam cng nh trn th gii

to ra mt ln sng mi kch thch s pht trin ca knh truyn thng cng ng. Thi k trm hoa

ua n ca cc mng x hi tt yu dn n vic phn khc th trng ngy mt nh hn, cnh tranh gia

cc mng ngy mt gay gt hn. im ni bt ca Social Network m ai cng nhn thy n l tnh kt ni

v chia s rt mnh m. N ph v nhng ngn cch v a l, ngn ng, gii tnh ln quc gia. Nhng g

bn lm, bn ngh, c th gii c th chia s vi bn ch trong tch tc.

Social Network site hay mng x hi l mng c to ra t thn n lan rng trong cng ng thng

qua cc tng tc ca cc thnh vin trong chnh cng ng . Mi thnh vin trong mng x hi cng

kt ni v mi ngi l mt mc xch to nn mt mng li rng ln truyn ti thng tin trong . V

c bn, mng x hi ging nh mt trang web m vi nhiu ng dng khc nhau. Mng x hi khc vi

trang web thng thng cch truyn ti thng tin v tch hp ng dng. Trang web thng thng cng

ging nh truyn hnh, cung cp cng nhiu thng tin, thng tin cng hp dn cng tt cn mng x hi

to cc ng dng m, cc cng c tng tc mi ngi t tng tc v to ra dng tin ri cng lan

truyn dng tin .

Theo ng Trng Ch Vnh, Gim c d n VC Corp, cn phn bit hai khi nim Social Media (truyn

thng cng chng) v Social Network (mng x hi). Hy xt trn hai phn c bn ca truyn thng: sn

xut ni dung v phn phi ni dung (khc vi pht hnh). Trong khi mng x hi cp ti mt tp hp

cc phn t (thnh vin) v cc quan h lin kt gia chng th Social Media cp ti hnh thc sn xut

v phn phi ni dung. Nh vy, ngay c MySpace hay Facebook, t thn n khng phi Social Media v

13 cu hi lin quan n Social Media 6

n khng sn xut m cng khng phn phi, m l mng x hi, nhng n cung cp mi trng cc

blogger sn xut v phn phi. Social Media khng h ph thuc vo Social Network. V d nu ai lp

mt trang web c nhn a cc bi vit v quan im c nhn ca mnh ln, vy l sn xut ni

dung, nh Internet phn phi chnh l Social Media.

Vi nhng c im , li ch m mng x hi c th mang li cho doanh nghip bao gm:

1. Thit lp mi quan h vi s ng khch hng mc tiu.

2. Kh nng lan truyn thng tin nhanh chng.

3. Cc hot ng trc tuyn s truyn cm hng cho cc cuc hi thoi trong th gii thc.

4. Thng tin c nhn kh chn thc v ngi dng.

5. C hi k chuyn v doanh nghip v sn phm ca bn ng thi tng nhn bit thng

hiu.

6. Gia tng tri nghim ca ngi dng.

V mt bn cht, mng x hi chnh l hnh thc maketing truyn ming trn mi trng Internet. Ting

lnh n xa, ting d n xa, vi kh nng lan truyn thng tin nhanh nh vn tc nh sng, mng x hi

c th tr thnh k hy dit doanh nghip mt khi nhng tin tc bt li c lan truyn vt qua kh

nng kim sot ca doanh nghip. V th, thm nhp cc mng x hi tp trung ng o nhm khch

hng mc tiu hiu r hn yu cu ca h, ng thi hn ch ti a cc ri ro cho doanh nghip l vic

tt yu m cc marketer nn lm.

6. Lm sao bit kiu ni dung no c quan tm, kiu ni dung no khng mang

n hiu qu trn mt mng x hi?

Cc mng x hi thng mang nhng c trng khc nhau theo ch ch ca nhng ngi xy dng nn

chng, t cng hnh thnh nn mt s i tng c gi ch thch mt s kiu ni dung c trng.

Theo b Nguyn Hi Yn, Maketing Manager Cng ty VON (Vietnam Online Network), thng trong

mt mng x hi, cc ti m thnh vin quan tm s c trao i thng xuyn lun c lp i lp

li. Do , ch cn gh thm trang ch trong vi ngy, bn c th nhn ra c cc mu tin hay cc ch

cng ng ang quan tm, cng nh thi quen v ci gu ni dung ca mng x hi . Cng lc vi

vic tm kim cc kiu ni dung hin th thng xuyn, bn cng nn ch n cc ni dung nhn c

cc phn hi tiu cc t c gi. n gin l v mi c gi u c s thch ca ring mnh, cng nh c

nhng tin tc h khng thch c.

c im ca mng x hi l ni dung do cc thnh vin t cung cp v chia s vi nhau. Ni dung no

c nhiu ngi quan tm hn ngha l n mang li mt li ch no cho ngi c. Nhiu mng

x hi c tnh tp trung ni dung cao nn nu khng nhn ra iu ny, bn s tn nhiu thi gian v ch.

ng Kelvin T, Ch tch Si Gn Digital Marketing cho rng, kiu ni dung c quan tm tn tng

mng x hi khc nhau l khc nhau. Do , cch thc chuyn ti ni dung cng phi ph hp. Chng

hn, cng vi mt thng tin v hi tho, nu chuyn ti thng tin trn Linkedln, mt mng x hi ca

nhng i tng chuyn nghip th cch thc s phi khc khi chuyn ti tn trang Facebook. Vi

13 cu hi lin quan n Social Media 7

Linkedln, cc l do quan tm c th l v doanh nghip c lnh vc lin quan; th vi Facebook, c khi l

do quan tm l v ngi bn ca mnh c i d hi tho . V vi Linkedln, cc lin kt c hnh thnh

rt cht ch. Mi lin h Linkedln, l do quan tm c th l cng lm vic, cng sinh hot trong

nhm, ang l bn (nu ang l bn th phi bit email ca ngi kia)Vi Facebook nh a s chng ta

c th thy l n gin hn, ch cn gi n yu cu kt bn. L do kt bn c th l v c bn chung, hc

cng trng, tng quen, cng lmhoc dn gin v mun kt bn vi ngi .

Tt nhin cn nhiu c tnh khc tham gia vo vic la chn ni dung nh: chnh tr, vn ha, ngn ng,

ging iu, mi quan tmiu quan trng l hiu c nhng loi quan h hay lin kt no l mu cht

trong tng nhm cng ng, nhng yu t chung a n s gn kt ta s tm c loi thng tin thch

hp t hiu qu mc tiu truyn thng ca mnh.

7. Lm sao kim sot thng ip trn Social Media?

Nguyn Giang Nam

Senior Account Manager, Pixel Media

Mng x hi mang nhng c im nh nhanh, a dng, a chiu nhng chnh v th tin cy l iu

cn phi xem xt. Kim sot thng tin a chiu trn mng x hi l nhim v bt buc phi lm vi cc

hot ng marketing, nhng iu ny c v mu thun vi tnh m ca truyn thng cng ng. Cc

thnh vin ca mng x hi ng vai tr quan trng khng ch trong qu trnh c v truyn b ni dung,

thng tin m cng lc y, chnh h t to ra ni dung v chia s ni dung y vi nhau. Mt trong nhng

yu t quan trng nht ca truyn thng cng ng l nhng cuc i thoi vn din ra d c hay khng

c s tham gia ca bn. V vy, vi t cch l nhng chuyn gia marketing, bn khng th b qua c hi

c gp ting ni ca mnh.

Do , hy c gng chp nhn v hc cch hng li ch t n, v ngay c khi khng mun lin quan, n

cng c th ko bn tham gia vo theo cch m bn t ng nht.

Vic kim sot thng ip trn truyn thng cng ng thc s l iu khng th. Nhng chng ta c th

khoanh vng nhng blog hay nhng trang web c nh hng nht n sn phm, dch v hay danh ting

ca chng ta.

Vy, bn nn lm g?

Lng nghe: Truyn thng cng ng c th kch hot bt c ai ni v doanh nghip v sn phm

ca bn. Vic m bn lun phi lm l lng nghe v quan st mt cch thn trng bit h ang

ni g v bn.

Thch ng: Hy hiu rng, khng ging nh phng php kim sot truyn thng truyn thng,

thin v ra lnh v iu khin mang tnh mt chiu, mi trng truyn thng cng ng c th

gip chng ta t sa sai nhanh chng nu vn c nhn nhn mt cch thch ng v thm ch

n c th a n cho chng ta mt c hi tt hn. Hy trung thc, xc nh nhng iu cn quan

tm, ci m v xc thc.

Tn trng: Lun tn trng nhn vin, khch hng xng ng vi phm gi ca h bi nu khng,

bn c th gp phi nhng tnh hung xu. ng thi, hy tn trng ngay c li ch trch thm ch

ngay khi chng khng cng bng vi bn, ch khi bn s c c hi vt qua khng hong.

13 cu hi lin quan n Social Media 8

Ci m: Khng nn c gng ngn chn nhng li bn tn, n i v chuyn l khng th.

Cng lm vy, bn cng cho nhng li ch trch c l do thm hung hng v chc chn nhng

ngi ch trch bit lm th no lan truyn cu chuyn xu v cng ty, sn phm hay nhn hiu

ca bn. Tt hn, bn hy to ra mt din n cho php mi ngi tho lun v sn phm ca

mnh ni bn t nht cng c th i ph mt cch thun thc, hiu qu v ch ng. Cc bin

php ngn chn cc oan i khi khng chm dt c nhng li bn tn m cn c th khin n

vt ra khi tm quan st v nh hng ca bn.

Bn nn bt u t u?

Thit lp nhng hng dn: Xy dng h thng gim st nhm kim sot thng ip ni b

cng nh cc thng ip i ra bn ngoi. Lun chc chn rng mi hng dn u c tun th.

Lm tt iu ny s gip bn nhn din nhng ri ro ni ti tim n e da danh ting ca doanh

nghip cng nh xc nh nhng vn tim n ca t chc.

Xc nh ci cn kim sot: Bt u vi nhng blog v cc trang mng x hi nh lin quan mt

thit n cng ty v ngnh ca bn. Ba vng ch yu cn kim tra l i th cnh tranh, ngnh

ca bn v cc thng tin c lin quan. N khng ch gip bn bit c cng ty ca bn c

nhn nhn nh th no m cn cung cp nhng so snh cn thit hiu ngnh mt cch tng

qut.

o tc ng: Hu ht cc trong truyn thng cng ng u cho php bn o lng tc ng ca

cc thng tin n cng ng. V d, Facebook cho php bn c th nhn thy bao nhiu thnh

vin trong nhm nhng ngi tham gia tho lun. Kh nng thit lp mt chin lc da trn vic

o lng tc ng gip bn xc nh nhng u tin cho doanh nghip mnh.

Tch hp h thng gim st truyn thng: Hy tch hp h thng gim st truyn thng truyn

thng vi truyn thng cng cng c ci nhn tng qut. Chnh thi tin cy ca thng tin

trn truyn thng cng ng khng cao bng truyn thng truyn thng, vic s dng thng tin

trn phng tin i chng l rt cn thit gip ly li nim tin ca cng chng.

8. Din n (forum) v mng x hi (Social Network) khc nhau nh th no?

Nguyn Hong Anh

Marketing Manager din n Webtretho

Hin nay, vn cn kh nhiu cch nhn nhn v quan im khc nhau khi phn bit gia din dn v mng

x hi. V vy, ti ngh rng vic nh ngha cc khi nim c bn din n v mng x hi (theo

nh ngha t Wikipedia) s to nn tng tt trong vic xc nh s khc bit gia hai loi hnh ny.

- Mng x hi (Social Media) c hnh thnh t vic lin kt (tie) cc thc th (node) vi nhau

to thnh mt mng lin kt cc thnh vin cng s thch trn Internet khng phn bit khng

gian v thi gian (theo Wikipedia).

- Din n (forum) l ni ngi dng Internet trao i, tho lun v tn gu xung quanh mt ch

(topic, thread) do chnh ngi dng to ra (theo Wikipedia).

Xut pht t cc khi nim trn, c th nhn thy mt s im khc bit gia din n v mng x hi:

13 cu hi lin quan n Social Media 9

H s thnh vin: ci thc ci o:

H s ca mt thnh vin trn din n thng c to vi mt ci tn o (nickname), mt hnh nh i

din khng nht thit l hnh nh tht, v mt vi thng tin chung chung khc; vi vic n danh ny,

thnh vin din n c th thoi mi th hin nhng quan im m trong i thc h thng s che giu.

Ngc li, phn ln h s thnh vin trn Facebook, Linkedln, Caravat u khng n di nickname

m c pht trin thnh trang c nhn vi thng tin rt tht v chi tit.

Cch to dng hnh nh c nhn: t quan im t background:

Vi din n, hnh nh c nhn ca ngi dng c xy dng qua nhng chnh kin v chia s ca h

xung quanh cc ti tho lun. Cc mi quan h trong din n u bt ngun da trn nhng bi vit

v tho lun. Trong khi , i vi mng x hi, hnh nh c nhn ca ngi dng c xy dng t

nhng thng tin, hnh nh th hin ngay trong trang c nhn ca h. Trung bnh mt ngi dng s phi

mt nhiu thi gian hn to dng c hnh nh c nhn ca mnh trong din n v c cng ng

chp nhn, iu i hi chiu su v s u t v thi gian nhiu hn so vi vic to mt trang c nhn

trn mng x hi.

Mi quan h gia cc thnh vin: n v hin i lp:

Nhng mi quan h gia cc thnh vin trong mt din n c ngm hiu khi h cng tham gia trong

mt ch tho lun no hoc t nhng trao i trc tip gia tng thnh vin vi nhau. Kh c th

bit c ai ang kt ni vi ai trong din n. Ngc li, i vi mng x hi, cc mi quan h gia mt

c nhn vi nhng ngi trong cng mng li ca h c th hin r rng trong trang c nhn ca

ngi . Mt ngi c th d dng bit nhng kt ni ca bt k mt thnh vin no m mnh quan

tm m thm ch cn c ngh m rng kt ni vi nhng thnh vin khc c cng quan tm hay s

thch.

S iu hng trong mng li: theo ch v theo trang c nhn.

Trong din n, mt ngi dng thng di chuyn t ti tho lun ny sang ti tho lun khc ty

theo s thch v nhu cu trong khi i vi mt mng x hi ngi dng di chuyn t trang c nhn ny

sang trang c nhn khc hoc t nhm ny sang nhm khc.

9. C th thc hin cc hot ng marketing trn forum nh th no?

Nguyn Hong Anh

Marketing Manager din n Webtretho

Ngoi nhng hot ng ang tr nn kh thng dng trn din n nh vic s dng banner, t chc mt

cuc thi vit hoc thi nh, hay thm d kin (thng qua nhin cu nhm focus group hay dng poll), cc

marketer cn c th tham gia vo cc hot ng marketing khc trn din n vi mc tng tc gia

doanh nghip v ngi dng cao hn rt nhiu.

Forum Seeding hay Online Seeding tm gi l Ht mm in t - mt hot ng marketing kh mi m

nhm mc ch gieo rc mt tng ca sn phm hoc chng trnh marketing nhm kch thch s t

m, quan tm ca thnh vin hoc cng c th th nghim xem tng cn c pht trin thm hay

13 cu hi lin quan n Social Media 10

nn b loi b trong qu trnh pht trin sn phm. Nu c nh gi v thc hin ng hnh thc ny s

mang li hiu qu rt cao.

Tuy nhin, Forum Seeding rt thng b hiu sai v lm dng bi mt s doanh nghip. Nhiu doanh

nghip t mc tiu n gin l vo din n to mt ti khon (account), li ko thnh vin mua sn

phm ca mnh nhng li qun rng hu ht cc thnh vin vo din n vi nhu cu chnh l trao i v

tm kim thng tin ch khng mong mun b spam tin qung co trong hp tin nhn c nhn. Rt nhiu

trng hp, chnh thnh vin yu cu ban qun tr din n x l nhng ID no hay gi tin nhn qung

co vo hp th ca h.

Ngoi Forum Seeding, mt hot ng marketing khc cng c rt nhiu cc doanh nghip quan tm l

Consultancy (t vn). Hnh thc ny gip doanh nghip trao i, t vn trc tip cho thnh vin thng

qua hnh thc hi v p hoc tho lun v mt ch m nh ngi tiu dng c th gii ta nhng

thc mc ca mnh v hiu r hn v nhng tnh nng ni tri ca mt sn phm hay dch v. im mnh

ca hnh thc ny l lng ngi tham gia t cu hi, theo di tho lun trong thi gian chng trnh

din ra c th t vi ngn n vi chc ngn ty thuc mc thu ht ca ch . Sau khi chng trnh

kt thc, sc lan ta v thng tin vn tip din theo thi gian.

Mt hnh thc khc cng khng hon ton mi v mt tng nhng vn cha c nhn nhn ng mc

l ti tr cho nhng hot ng ca mt hi nhm hay cu lc b no trong din n. Bn thn cc hot

ng ny c sc thu ht v lan ta t nhin rt ln do cc thnh vin c cng s thch, cng mi quan tm

tp hp li vi nhau v th cc marketer c th kt hp vi hnh thc ti tr tip th cho thng hiu

ca mnh v hnh nh ca thng hiu v th m d i vo tm tr v tnh cm ca ngi tiu dng mt

cch t nhin, trn trng v thin cm hn.

10. Lm th no kim sot v hn ch cc tin n xu trn forum? Doanh nghip nn

lm g khi gp phi nhng tin n bt li?

Nguyn Hong Anh

Marketing Manager din n Webtretho

C hai dng din n: ng v m. i vi mt din n ng, tt c nhng kin tho lun ca

thnh vin s phi gi n ban qun tr din n (BQTD) c kim duyt trc khi c hin th.

i vi din n m th BQTD lm cng tc kim duyt, x l sai phm cc kin ca thnh vin

sau khi c thnh vin ng trc tip ln din n. Mt din n ng tuyt i s rt kh tn

ti.

L mt din n m, cu hi mun thu t ra cho BQTD l m n mc no. V tnh m ca

din n m BQTD Webtretho v ang lm vic rt vt v theo di v x l nhng kin hoc

pht biu gy nh hng bt li n uy tn thng hiu ca doanh nghip ng thi lun lun c gng

duy tr v tr trung lp ca mnh trong mi trng hp.

Hiu r kh khn ca doanh nghip trong vic r sot tt c cc din n ni ring v cc phng tin

truyn thng ni chung kp thi bit c c nhng phn nh hay kin ch trch no i vi sn

phm v dch v ca mnh, BQTD Webtretho lun c gng gi vai tr ch ng thng bo n cho

doanh nghip nu c nhng phn nn v sn phm, dch v ca doanh nghip. Trong trng hp ny, li

13 cu hi lin quan n Social Media 11

khuyn chn thnh ca BQTD Webtretho l doanh nghip nn hp tc vi chng ti gii quyt n

tha mi vic trong thi gian sm nht. Vic yu cu xa topic ngay ti thi im nhy cm s ch nh

thm du vo la v thnh vin c th truyn thng tin i khp ni trn cc din n v trang blog c nhn

khc.

Do khng c s kt lun mt kin a ra v mt sn phm dch v no l tin n xu hay l phn

nh chn thnh t ngi s dng sn phm, sau khi thng bo vi doanh nghip v nhn c cng vn

chnh thc v vic gii quyt s v, Webtretho s yu cu thnh vin gii quyt trc tip vi doanh

nghip; trong thi gian ny topic s c tm thi kha li. Ty theo tnh cht nghim trng ca v vic

m thi gian dnh cho vic trao i gia doanh nghip v ngi phn nh c quy nh trong vng t 24

n 72 gi. Thi gian, s hp tc ca doanh nghip cng vi s gii thch tha ng chnh l cha kha

gii quyt nhng kin phn nn ca ngi tiu dng.

11. Fan Page l g? Ti sao doanh nghip cn to Fan Page?

Nguyn Trng Thanh Bo

Project Manager Assistant, Cng ty Innity

Fan Page hay cn gi l Facebook Page l mt trang thng tin trn Facebook xy dng cho mt c nhn

hoc mt doanh nghip hoc mt t chc, cho php chia s thng tin vi ngi hm m (fan) hay nhng

ngi quan tm n c nhn hoc t chc . Nhng ngi hm m ny l nhng ngi dng Facebook,

ng k lm fan v ng nhn nhng thng tin mi t cc trang thng tin ny. Mi khi doanh nghip

hoc ngi ni ting gi mt thng tin ln Fan Page ca mnh, thng tin s c truyn n tt c cc

ngi hm m. V khi c mt ngi hm m tng tc vi Fan Page (vit li nhn, nhn xt, bu chn

thch hay khng thch, vit chia s cm nhn ca mnh trong trang ), cc hot ng ny s c

truyn ti cc ngi bn ca h thng qua chc nng cp nht thng tin nhanh chng (News Feed) ca

Facebook. V c th nu cc bn ca h tng tc vi trang Fan Page ny, cc hot ng li tip tc

c lan truyn theo c ch truyn ming n cng ng mng rng ln ca Facebook.

Vic to Fan Page s mang li nhiu li ch cho doanh nghip v:

- l mt cng c c lc doanh nghip qung b sn phm ca mnh. Cc thng tin v sn

phm mi s c Facebook chuyn ti trc tip n cc khch hng v gin tip n hng ngn

thnh vin ca cng ng.

- Fan Page gip doanh nghip to dng lng trung thnh ca cc khch hng thng qua vic lng

nghe v em n cho khch hng cc thng tin b ch.

- Fan Page l cu ni gia doanh nghip v ngi tiu dng. Fan Page gip doanh nghip hiu

c mong mun ca ngi tiu dng, tnh hnh th trng t ra cc nh hng pht trin

sn phm, chin lc kinh doanh mt cch thch hp.

- Fan Page c th l mt Microsite th hai c lc trong cc chin dch qung b ca tng nhn

hng, tng sn phm mi.

13 cu hi lin quan n Social Media 12

12. Qung co trn Facebook c tn nhiu tin khng? Lin h qung co trn

Facebook nh th no?

Nguyn Trng Thanh Bo

Project Manager Assistant, Cng ty Innity

Qung co trn Facebook s khng bao gi tn nhiu tin hn ngn sch m bn dnh cho vic qung co

trn tivi hay bo in.

Ty theo la chn ca bn, chi ph qung co trn Facebook s c tnh da trn s lng click vo

qung co ca ngi s dng CPC (cost-per-cick) hoc mt ngn lt qung co c hin th CPM

(cost-per-thousand impressions). Khi bn cho chy mt qung co trn Facebook, bn ch phi tr tin khi

c ngi click vo qung co hoc khi qung co c hin th. Do khng c chi ph c nh

ng qung co trn Facebook. Cng nhiu ngi xem qung co ca bn, th bn cng phi tr nhiu tin

cho Facebook. Ni nh th khng c ngha l bn phi tr mt s tin khng l nu nh qung co ca

bn qu hp dn, qu thu ht. Facebook cho php gii hn ngn sch hng ngy dnh cho qung co cho

mi chng trnh chy. Do , bn c th an tm l mnh s khng bao gi phi tr nhiu hn so vi mc

ngn sch m bn nh. H thng qung co ca Facebook s t ng dng hin th qung co ca bn

khi chi ph qung co ca mt ngy t mc gii hn m bn ra.

Nu gii hn mc ngn sch cho mt chin dch theo ngy, bn nn bit nhng g bn c th thu li t

khon u t . Hu ht ngi s dng Facebook s khng mua hng ngay lp tc sau khi xem qung

co, nn nu bn tm kim ni bn hng trn Internet th Facebook s khng phi l la chn ph hp.

Thay vo , hy quan tm n cc thng s nh: lng ngi hm m, s li bnh lun, kin bnh

lun Bn cht ca hot ng marketing trn Facebook l xy dng cc mi quan h, iu ny s mang

n nhng gi tr lu di cho cng ty trong vic gi chn khch hng. V th, bn nn xy dng mt k

hoch qung co di hi vi mc ngn sch hp l.

Bn c th lin h qung co trc tip vi Facebook thng qua trang web facebook.com. Tuy nhin, c

mt chin dch qung co hiu qu trong phm vi ngn sch ca bn, bn nn lin h vi cc agency

qung co trc tuyn chuyn nghip ti Vit Nam. Thm vo hin nay Facebook cha c i din

chnh thc ti Vit Nam, nn vic thu agency s gip ch nhiu cho bn trong vic gii quyt cc vn

v chng t thanh ton.

13. Quiz l g? Lm sao to Quiz hp dn trn Facebook?

Nguyn Trng Thanh Bo

Project Manager Assistant, Cng ty Innity

Quiz l mt bng cu hi hoc bng thu thp thng tin ngn gn, thng c th hin di dng trc

nghim vui. Vic to Quiz n gin nhng mang ngha ln i vi nhn hng. To Quiz hp dn thu ht

nhiu ngi chi gip nhn hng nhn din c khch hng mc tiu, tm hiu c c tnh v s thch

ca h, trn c s pht trin sn phm theo th hiu khch hng. Ni nh vy khng c ngha Quiz ch

mang ngha ca mt bn iu tra n thun nhm khai thc thng tin. Quiz mang n cho ngi s

dng s ho hng khi chi, gip khch hng tng tc vi cc thng tin lin quan n sn phm qua

13 cu hi lin quan n Social Media 13

bc l chn thc nht quan im s thch ca mnh. So vi vic to mt bn kho st kh cng th y l

im mnh v cng l im khc bit ca Quiz.

Hin ti, vic to Quiz trn Facebook c thc hin rt n gin thng qua cc ng dng c sn trn

apps.facebook.com. Cc ng dng sn c ny c vit kh c th v y theo cc bc khc nhau

gip ngi s dng lm theo hng dn mt cch d dng. Ngi s dng phi c sn ni dung Quiz, sau

tng bc tch hp n vo Facebook tr thnh Quiz c ph bin cho bn b trn Facebook. Nu

so snh th n cng ging nh vic ngi s dng a nh ca mnh ln Facebook chia s vi mi

ngi, Facebook cho thnh vin cng c thc hin vic mt cch tin li. Mt s ng dng phc v

cho vic to Quiz ph bin m thnh vin ca Facebook c th s dng l:

- To Quiz (Make a Quiz!)

- Lm ngi to Quiz (Quiz maker)

- T to Quiz Bn bit g v ti (How well do you know me quiz maker)

c Facebook ph duyt th Quiz phi tun th cc yu cu v to Quiz ca Facebook. Cc Quiz

khng c mang ni dung phn ng, i try, bo lc

c Quiz hay cho mt nhn hng th trc nht l tng ca Quiz, n phi m bo hai mc ch a

c thng ip ca nhn hng trong nhng ng thi phi vui, d dm v c kt qu bt ng thu

ht nhiu ngi tham gia.

Tp ch Marketing Vit Nam s 59 thng 10.2009

Trang 48 n trang 57.