Tính đến tháng Tư, tài khoản của Ninh Anh Bùi đã có hơn 1.1 triệu lượt theo dõi. Còn thống kê của Buzzmetrics cho thấy: Đã có gần 1 triệu lượt thảo luận về cặp đôi Ninh - Dương (tính từ đầu tháng 2 đến đầu tháng 4). BXH BSI Top10 cũng ghi nhận: Ninh - Dương lần đầu góp mặt vào Top 10 gương mặt nổi bật nhất mạng xã hội tháng 2.
Tính đến tháng Tư, tài khoản của Ninh Anh Bùi đã có hơn 1.1 triệu lượt theo dõi. Còn thống kê của Buzzmetrics cho thấy: Đã có gần 1 triệu lượt thảo luận về cặp đôi Ninh - Dương (tính từ đầu tháng 2 đến đầu tháng 4). BXH BSI Top10 cũng ghi nhận: Ninh - Dương lần đầu góp mặt vào Top 10 gương mặt nổi bật nhất mạng xã hội tháng 2. Báo cáo mới nhất của Buzzmetrics sẽ giúp marketers nắm bắt được:
(1) Quá trình Ninh - Dương trở thành một cặp đôi hot trên MXH
(2) Các nhóm và kênh thảo luận nổi bật về Ninh - Dương
(3) Bộ ngôn ngữ của cộng đồng fan Ninh - Dương
Trước hết, Ninh - Dương là ai?
Ninh Anh Bùi - Nguyễn Tùng Dương là một cặp đôi đã quen nhau được 10 năm. Cả hai hoàn toàn không phải KOL và không bán hàng online. Ninh Anh Bùi hiện đang làm nhân viên văn phòng, còn Tùng Dương làm trong lĩnh vực tổ chức sự kiện đám cưới. Tuy nhiên, những đoạn “clip”, những cuộc trò chuyện “vô tri” giữa Ninh - Dương lại tình cờ thu hút giới trẻ.
Nhìn vào xu hướng thảo luận, ta có thể thấy Ninh - Dương không phải là dạng hot topic thường thấy (chỉ bùng phát trong 1 - 2 ngày và sau đó nguội đi). Ngược lại, thảo luận về Ninh - Dương lại rất ổn định và trong 2 tháng gần nhất, có chiều hướng tăng lên qua những hoạt động và sự kiện nổi bật. Chi tiết như sau:
(1) Thảo luận về cặp đôi Ninh - Dương bắt đầu tăng mạnh vào khoảng cuối tháng Một, khi cặp đôi này tham dự một sự kiện do Samsung và Boo phối hợp tổ chức. Trước đó, các đoạn video về Ninh - Dương vẫn thường xuyên được cộng đồng mạng chia sẻ.
(2) Đến ngày 27/02, Kênh 14 liên tục đăng những teaser phỏng vấn Ninh - Dương trên TikTok. Những đoạn teaser này đã giúp thảo luận về cặp đôi Ninh - Dương đạt một đỉnh thảo luận mới.
(3) Cho đến ngày 17/3, cặp đôi Ninh - Dương tham dự một sự kiện do Samsung tổ chức. Hình ảnh người hâm mộ săn đón cặp đôi Ninh - Dương không khác gì sao hạng A nhanh chóng được "fancam" và "go viral" trên mạng xã hội. Chủ đề về Ninh - Dương tiếp tục đạt một mốc thảo luận cao hơn trước đó.
(4) Vào ngày 01/04, cặp đôi Ninh - Dương tiếp tục tạo ra đỉnh thảo luận mới khi tung bộ ảnh kỷ niệm 10 năm. Bộ ảnh này đã nhanh chóng được cộng đồng fan và báo đài chia sẻ lại.
Thông thường, những sự kiện liên quan đến cặp đôi Ninh - Dương sẽ kéo dài 3-4 ngày, có khi là một tuần. Yếu tố duy trì sức nóng cho Ninh - Dương chính là sự tham gia nhiệt tình của những trang cộng đồng, gồm có những trang giải trí nói chung và những hội nhóm fan của Ninh Dương. Theo ghi nhận của Buzzmetrics, có ít nhất hai hội nhóm về cặp đôi Ninh - Dương trên Facebook: một nhóm có hơn 115 nghìn thành viên và một nhóm có hơn 31 nghìn thành viên.
Bên cạnh đó, chủ đề về cặp đôi Ninh - Dương là một chủ đề được áp đảo bởi những nhân tố "mới" của mạng xã hội: GenZ và Tiktok với thị phần thảo luận vượt trội so với các nhóm tuổi và nền tảng khác.
Cứ mỗi lần Ninh - Dương tham gia một sự kiện hay đăng tải một video trên TikTok, nhóm Gen-Z nhanh chóng cắt ra những đoạn thú vị trong video và chia sẻ lại. Những người dùng khác sẽ tỏ ra tò mò và bắt đầu tra cứu thông tin về Ninh - Dương. Sau khi tìm hiểu, sẽ có những người cảm thấy thích thú và quyết định trở thành "nhân viên" của "công ty Ninh Dương Story". Qua đó tiếp tục lan tỏa những thông tin về cặp đôi.
Nhìn chung, việc một người từ chưa biết đến khi trở thành fan của Ninh - Dương là một hành trình khá thú vị. Thông thường, hành trình này sẽ trải qua bốn bước chính:
(1) Có một câu chuyện đặc biệt thú vị về cặp đôi được fan chia sẻ
(2) Những người nằm ngoài cộng đồng fan tỏ ra hiếu kỳ và tìm hiểu về Ninh - Dương
(3) Cảm thấy thích thú với dạng nội dung tích cực mà Ninh - Dương mang lại
(4) Trở thành người theo dõi và lan truyền về cặp đôi
Một khi đã bước vào cộng đồng fan của Ninh - Dương, một người nên tập làm quen với bộ từ ngữ giao tiếp về Ninh - Dương. Bộ từ ngữ này có thể khiến những người nằm ngoài cộng đồng fan (hoặc lần đầu làm fan) của cặp đôi cảm thấy lạ lẫm. Tuy nhiên, với những ai đã theo dõi cặp đôi này một khoảng thời gian, đó là những từ hết sức quen thuộc. Bộ từ ngữ Ninh - Dương có 2 điểm nổi bật như sau:
(1) Mang màu sắc công sở: Cặp đôi Ninh - Dương từng mô tả mối quan hệ của cả hai như một công ty có hai thành viên ký kết hợp đồng với nhau, gọi là công ty "Ninh Dương Story". Xuất phát từ mô tả này, cộng đồng theo dõi cặp đôi đã từng bước tạo ra những từ lóng mới, chỉ dành riêng khi thảo luận về Ninh - Dương. Nếu cần giao tiếp về tình yêu, cộng đồng fan của Ninh - Dương sẽ sử dụng những từ ngữ chốn công sở như "công ty", "nhân viên", "đồng nghiệp", "sếp", "nộp CV".
Giải nghĩa một số từ:
"công ty": fanclub của Ninh - Dương
"đồng nghiệp": cách mà Ninh - Dương gọi nhau, người hâm mộ gọi nhau
"sếp lớn", "sếp nhỏ": cách người hâm mộ gọi Ninh - Dương
(2) Mang màu sắc tích cực: "Cười", "Iu", "Đẹp", "Mê" là những tính từ thường xuyên xuất hiện trong các bình luận về Ninh - Dương. Đánh giá chung của cộng đồng mạng dành cho cặp đôi này là lan tỏa năng lượng tích cực, khiến người khác tin tưởng vào tình yêu đẹp, nội dung gây cười vừa đủ nhưng không dùng tới chiêu trò.
Với hơn 65% người thảo luận là Gen-Z, không quá khó hiểu tại sao chủ đề Ninh - Dương lại có hiện tượng những từ ngữ quen thuộc được làm mới và xuất hiện trong một ngữ cảnh hoàn toàn khác. Đây cũng là những từ ngữ thương hiệu sẽ cần phải hiểu và học khi muốn hòa nhập với cộng đồng fan của Ninh - Dương. Để kết nối với một người, hãy dùng ngôn ngữ của chính họ.
The global economy has just experienced a tumultuous 2023, leading to gold - the safest haven - continuously hitting new highs. On social media in Vietnam, public reactions to the topic also correlate with the price fluctuations.
The global economy has just experienced a tumultuous 2023 marked by soaring inflation, escalating political tensions, and anticipation regarding fiscal policies in major countries, leading to gold - the safest haven asset with the best performance - continuously reaching record highs. On social media in Vietnam, public reactions to the topic also show a certain correlation with price fluctuations. Let's delve into analysis and insights with Buzzmetrics in the following article.
Since early February, Buzzmetrics' observations indicate that discussions on social media regarding gold prices only began to pick up after the Lunar New Year period, coinciding with a time when the short-term trend of gold prices was still uncertain. However, after February 15th, as the upward momentum of gold prices continued and consistently broke records, the volume of discussions also simultaneously trended upwards. However, the discussions truly surged due to specific catalysts, notably:
(1) The emergence of a special occasion: By February 16th, the volume of discussions surpassed the usual levels due to the unusual fluctuations in gold prices and peaked officially on the Day of the God of Wealth (February 19th). This day is considered by Vietnamese people as a time to rush to buy gold to seek good luck for the year. Hence, discussions about gold prices surged due to buying and selling activities. In a humorous sense, discussions about gold prices were even influenced by spiritual factors. However, afterwards, the daily discussions about gold prices returned to pre-Day of the God of Wealth levels until the end of February.
(2) Gold price reaching a notable milestone: On March 2nd, when the price of gold reached the milestone of 80 million VND per tael, users began to reignite their interest in gold prices. Prior to this, gold prices experienced a decline on the Day of the God of Wealth before rebounding for over a week consecutively.
(3) Significant fluctuations between two consecutive days: Despite gold prices continuing to rise throughout the first half of March, social media discussions only surged once again on March 13th - the moment domestic gold prices dropped by 2 million VND after surpassing the 82 million VND per tael mark.
As of March 21st, discussions about gold prices are showing signs of an upcoming increase, following a proposal to abolish the gold bar monopoly - a proposal that caused a plummet in gold bar prices.
In summary, over the past two months, the topic of gold prices has heated up sequentially due to the following news events: (1) The Day of the God of Wealth - (2) Gold reaching a notable milestone (80 million VND per tael) - (3) Significant fluctuations in gold prices between two consecutive days (2 million VND). However, each time reaching a peak, discussions about gold prices quickly cool down the next day, despite the media continuously updating developments regarding gold prices.
Gold prices are a topic primarily discussed by users (including regular users, investors, and analysts), while the media represents the second largest discussion force with almost continuous posting frequency, closely following the daily fluctuations in gold prices. Alongside the sharp rise in gold prices, while many users express joy over profitable investments, numerous individuals who do not yet own gold or are considering acquiring more pose a significant question: Should they buy gold at present? This is also the dominant discussion topic, accounting for 47% of the total discussions related to gold prices during this period.
(1) To buy or sell gold: The largest analytical topic, involving participation from several financial experts. These experts not only analyze whether one should buy or sell gold but also provide education about gold and investment. According to Buzzmetrics' evaluation, the general consensus among these experts is that it is not advisable to invest in gold at this time. Further details will be explored in the following section.
(2) Explaining the current situation: Providing insights into why gold prices globally have experienced such significant fluctuations and why there is such a large disparity between the price of gold in Vietnam and the global price. By March, the price of gold in Vietnam and globally had diverged by 20 million VND.
(3) Government impact: With gold prices skyrocketing, public opinion is raising questions about the role of the government in regulation. The decision of the State Bank to abandon the monopoly on gold bar prices has sparked even livelier discussions. Public discourse is focused on analyzing the correlation between government policies and the gold price situation.
(4) Predictions of gold price movement: A topic involving participation from both analytical experts and regular users. Both experts and ordinary users predict that gold prices will continue to rise if considering the long term. Even when gold prices decrease on a given day, users still believe they will rise again in the future. Predictions of gold price decreases usually take into account short-term future scenarios or considerations of government policies.
When considering specific growth levels, international experts believe that gold could reach 110 million VND within the next 12-18 months. There are several reasons cited by experts, including inflation, the US dollar, geopolitical factors, and economic conditions. Domestic experts also share the view that gold prices will increase, but not to the extent of 110 million VND. In the upcoming period, gold could potentially reach 85 million VND. The reason given by experts is that gold in Vietnam is not heavily influenced by microeconomic conditions but rather by government policies, especially the topic of gold bar monopoly that has been mentioned. Experts also do not rule out the possibility of gold prices sharply decreasing if Decree 24 is adjusted. Gold dropping to 60 or 70 million VND per tael is a possibility.
In general, Buzzmetrics' survey of gold prices on social media indicates:
(1) Alongside the fluctuation of gold prices, the volume of discussions on social media also experiences corresponding fluctuations.
(2) Faced with the continuous record-breaking performance of gold, users often pose questions about whether to buy or sell gold, predicting the movement of gold prices. This indicates users' interest in the topic of gold prices.
(3) Both users and expert analysts share the common belief that gold will increase in value in the long term. However, experts also add that government adjustments will help significantly decrease gold prices and narrow the gap compared to global gold prices. In the upcoming period, Decree 24 and other government adjustments will be the focal point of discussions on gold prices on social media.
As social networks evolve, social listening has also developed accordingly to catch up with the need to understand users of marketers. How has social listening been applied to social media marketing over the years? Is Social Listening a Measurement Tool Anymore?
Along with the development of social networks, Social Listening is also growing in application capabilities. If in the past, Social Listening was only about collecting social media data, today data collection is only a part of Social Listening. Measuring buzz volume or sentiment is no longer the only function of Social Listening. In the context of this article, let's look at old questions through a new lens: What is social listening and what role does it play in social media marketing?
Social Listening is a form of market research whose object of analysis is the discussion of users on social networks. Typically, to solve a Social Listening problem, the researcher will go through the following steps:
In general, the analysis process of Social Listening is similar to traditional research. The difference is that traditional research can deepen the problem through interview and survey methods but is time-consuming and costly if done on a large scale. Meanwhile, Social Listening data, which is social media discussion, is “readily available,” shortening research time and reducing the lag between research results and industry reality. In addition, the user's discussion is not affected by the subjective opinion of the researcher, so it is possible to ensure the objectivity of the data.
Initially, social listening was seen by many marketers as a pure measurement tool, providing some basic indicators about the campaign or brand with competitors (number of discussions, number of people discussed, sentiment indicators, etc.). However, over time, the social network has expanded in size, users have become familiar with the Digital Transformation and therefore shared more than before. Trends coming from social media have become more and more common. Social Listening has also changed to meet the diverse research needs of marketers.
Brand Health Analysis: As one of the original applications of Social Listening, it helps brands track activity on social networks and compare with competitors in the same industry. Thereby, help the brand get an objective perspective on its current position in its related industry.
Campaign Analysis: Social Listening was once seen as a “post-campaign tool,” which only came to measure when a campaign was over. Today, more and more brands are using Social Listening for the pre-campaign phase, helping brands connect with users in real time. In fact, some campaigns have used Social Listening at the same time as the campaign to build content.
Special Occasion Analysis: The special occasion on the social media will be very different from the special occasion in reality. Let's take a simple example: If April Fool's Day is a day of lies, for social media users, it's a day for all people to confess their love. Social Listening will analyze and help marketers discover unique points about social media users on special occasions. With data collected in real time, Social Listening proves to be extremely useful when brands need to keep track of special occasions such as the New Year, or special occasions that do not have a specific start and end time (hot season, rainy season, milk tea time, sleepy time, etc.)
Crisis Management: The media crisis has always been a major concern for brands and is becoming increasingly complex. BuzzMetrics' consolidated report shows that the risk of a second outbreak during a crisis is increasing, as well as the duration of the crisis is getting longer. Users instead of sharing on personal pages have turned to community pages with the desire for their voices to spread more strongly. In this context, Social Listening helps to warn the brand about the risk of crisis and gives suggestions on how to handle it.
User Analysis: Social Listening helps marketers understand users from a variety of perspectives, be it their behavior and attitudes within a single industry (UnA Research), or analyzing customers by large user groups (Gen-Z, Millennials,...). With the increasing data coverage of Social Listening, every user attribute such as personality, lifestyle, style, interests can be thoroughly analyzed. From there, Social Listening indicates the characteristics of users belonging to an industry, or differences between groups of users from one another.
Trend Analysis: On average every month, the social network has more than 200 hot topics. Even so, not every hot topic can be leveraged to build a brand image. Social Listening helps marketers identify hot topics that are relevant to the brand on social networks, social slang that are popular so that brands can include in articles and become closer to users. With the development of A.I., brands can now track the development of hot topics of each major concern in real time.
There are many social listening platforms for marketers to choose SocialHeat is an example.
The platforms may vary in terms of data coverage and data processing/retrieval features, but will generally provide the following basic metrics for marketers:
Buzz Volume: Discussion volume, the most basic indicator in Social Listening reports, indicates how many discussions (posts, comments, or shares) have been made on a topic.
Share of Voice: The brand's discussion rate compared to competitors from the same industry. This is an indicator that helps determine which brands are of most interest on social networks
Audience Scale: The number of participants discussing a topic. Together with Buzz Volume, showcases a topic's ability to spread on social media.
Sentiment Score: Expresses the user's feelings towards a topic, whose value is in the range of [-1,1]. Moving closer to 1 indicates how positive the user is and vice versa
To learn more about metrics, marketers can refer to here
Occasion-based marketing is a strategy to help brands connect customers to special occasions or product selection contexts.
Occasion-based marketing is a strategy to help brands connect customers on special occasions. By showing up at the right time, touching the specific needs of the customer at the time, the level of engagement and purchasing intention will increase. Occasion-based marketing helps customers answer when they should buy products of a brand, giving customers reasons and occasions to remember the brand.
Just by correctly identifying the concerns during a special occasion, the brand will able to reach customers. This is something not easy to identify on “normal occasions”
Event-Based Marketing is a solution that helps marketers target a group of concerns that have a strong impact on a large number of customers but only appear in a short period of time
There are many shopping decisions that are made at special occasions. If the brand is able to connect with customers on these occasions, the chances of being remembered and chosen by customers will be higher. Occasion-based marketing also helps increase consumption by encouraging users to use the product at more times.
It is advised to consider the case of 7Up Revive Isotonic Drinking Water. Since 2014, 7Up Revive is the brand of energy-intensive sports activities. Since 2016, 7Up Revive has been associated with everyday activities such as walking, playing or working in sunny weather. Thus, Revive has expanded the theme of products from “exercise/sports” to “dehydrated activities” to increase product consumption.
In a more strategic perspective, occasion-based marketing is used to emphasize the differences between brands.,especially in the catering industry (F&B) - where dining activities are heavily dominated by the times.
Kitkat is one of the best examples of using occasion-based marketing to strengthen brand positioning.
In Vietnam, occasion-based marketing is most popular on major holidays such as: New Year, Summer holidays. However, there are still many other special occasions and moments that the brand can take advantage of to attract more customers.
For the convenience of determining the tactics of choosing a special occasion, Buzzmetrics divides all types of special occasions into 4 categories based on differences in characteristics, frequency of occurrence, and time of occurrence:
Especially suitable for brands that want to take over the platform by creating a big bang throughout the year, to help customers remember them every day.
Usually suitable for brands that want to appears frequently, every day, tightly tied to the life of the consumer.
There are so many moments in life when a consumer becomes especially “sensitive”, letting unexpected concerns and needs appear. With the advent of social networks, consumers tend to share more oftenabout each moment in their lives in search of empathy. Especially at sensitive times, consumers are more motivated to share these things on social media as well as seek out people with similar situation, to talk about common concerns. This makes it possible for the social network to record such special emotional moments of a consumer. There are more and more “Special Moments” that social media marketers can exploit to help brands find new opportunities. For example:
These “Special Moments” are predicted to be the future of Occasion based marketing because of the high frequency of repetition (usually daily/weekly/monthly). The brand only needs to capture a “Special Moment” to become a part of a customer's daily life.
Special seasons are similar to special days. They are for brands that want to put resources into a specific period of a year, using different tactics to convey brand message. Special seasons last longer than special days, which is suitable for brands telling a longer story. They are recommended for brands that want to change a longtime habit or behaviour of consumers, which is not easy to adjust in a short time (1 day/1 week).
Hot events are often predictable and therefore difficult to plan in advance. However, a hot event really needs to be taken advantage of when the target customer is the most affected in that event. This is a golden opportunity for the brand to get closer to its target consumer, sharing the same atmosphere and concerns.
Hot events are a must since a brand can gain high attention in a short period of time. However, if the brand image is in contrast or irrelevant to the theme of the hot event, trying to make use of that event will bring no benefit. In fact, brands can experience negative feedback when they try to become “an attention freak” in the eyes of consumers. More dangerously, brand image and personality will likely suffer greatly, and leave a bad impression on consumers.
- Relevance: There are many special moments but depending on each brand, only some moments are worth using.
- “Deep” or “wide”: If your brand is overly focused on a special moment, you can miss other moments. You can try to "conquer" one special moment, but please be aware of the others.
- Understand the target customer: Look closely at every moment in the life of your target customer. There are very ordinary moments In everyday life that can provide opportunities for brands to engage with customers.
- Target customers are always changing: Always listening to consumers to discover a new special moment and connect with consumers through that moment.
The Syndicated Report Hub online reporting library aggregates research proactively conducted by Buzzmetrics based on observations of common market needs. These studies do not serve a specific customer but will provide a panoramic view of users and the goods industry on the social network.
