Richard has spent 16 years in Vietnam assisting in the development and building of numerous brands to achieve leadership positions. He founded Cimigo in 2003 and today it has offices across eight countries in Asia. Richard resides in Vietnam with his family.

1. 1

2. 2
 Richard
has
spent
the
last
sixteen
years
in
Vietnam
assis5ng
in
the
development
and
building
of
numerous
brands
to
achieve
leadership
posi5ons.
 Richard
is
a
UK
na5onal
and
resides
in
HCMC
with
his
Vietnamese
wife
and
their
children.
 Richard
founded
Cimigo
in
2003
and
today
has
offices
across
eight
countries
in
Asia.
2
Richard
Burrage,
Cimigo

3. 3

4. 4

5. Men5ons
of
Dutch
Lady
and
Fonterra
Brands
in
last
30
days
(March
14
–
April
14)
Consistent
online
chaPer
5

6. Share
of
digital
voice:
Dutch
Lady
and
Fonterra
Brands
in
last
30
days
(March
14
–
April
14)
Anmum
70%
share
of
online
voice
6

7. Men5ons
by
Media
type:
Dutch
Lady
and
Fonterra
Brands
in
last
30
days
(March
14
–
April
14)
Blogs,
TwiPer
and
Facebook
dominate
conversa5on
7

8. Top
Influencers
in
the
blog
media:
Dutch
Lady
and
Fonterra
Brands
in
last
30
days
(March
14
–
April
14)
Top
blog
influencer
–
top
shown
over
the
page
8

9. 1st
influence
9

10. 2nd
influence
10

11. Tweet
examples
11

12. Blog
discussion
and
comment
examples
12

13. Anmum
TVC
on
YouTube
–
limited
views
13

14. 14

15. 1. Listening
2. Engagement
3. Brand
tracking
4. Product
development
insights
(e.g.
baby
care,
beauty)
5. Risk
management
6. Digital
engagement
campaign
performance
7. Product/event
launch
tracking
performance
15
Everyone
is
talking
about
social
media
–
how
can
I
use
it?

16.  Most
brands
should
be
listening
to
understand
what
is
being
said,
by
whom
and
where.
Some
ver5cals
generate
a
lot
of
brand
specific
men5ons,
other
less
so.
 Depends
on
ver5cal,
customer
involvement
in
category
and
whether
you
are
driving
an
online
conversa5on.
 Most
FMCG
brands
monitoring
only
when
you
have
specific
decision
points
or
KPIs.
1. You
or
your
compe5tor
has
PR
crisis.
2. Pre-­‐post
measurement
of
serious
digital
engagement
campaign.
3. Major
launch
or
event.
4. You
operate
in
a
‘dark’
market
and
use
digitally
heavily.
How
in5mate
do
we
have
to
get
with
these
consumers?
16

17. Banks
Telco
providers
Beauty
Property
Airlines
Auto
Smart
phones
Baby
care
/
formula
Health
/
pharma
Many
FMCG
brands
Digital
engagement
campaigns
FMCG
brands
Dark
market
Product
launch
/
event
High
category
involvement
Low
category
involvement
Low
digital
effort
High
digital
effort
17

18.  Very
important!
Influence
and
reputa5on
are
cri5cal
factors.
 A
16
y.o.
twee5ng
to
53
friends
that
they
hate
your
new
product
won’t
kill
your
brand,
but
a
blogger
with
a
100,000
followers
can
do
some
damage.
 Or
a
lot
of
good…
Be
sure
to
know
your
influencers…
What
influence
do
they
have?
18

19.  What’s
your
strategy?
 Customer
support?
Social
as
a
sales
channel?
Social
for
brand
building?
Social
part
of
an
integrated
campaign?
 There’s
no
“1
size
fits
all”
rule.
 If
you
do
engage,
start
small.
 It
might
be
“social”
but
you
need
detailed
processes
and
structure
to
make
sure
it
works.
Should
I
be
star5ng
conversa5ons
or
merely
replying?
19

20. Do
I
need
to
be
part
of
the
dialogue?
• Don’t
jump
in
and
start
“engagement”.
• Listen
first,
understand
the
conversa5ons.
• See
what
your
compe5tors
are
doing.
• Fake
men5ons
and
blogs
posts
are
a
bad
idea.
• Genuine
engagement
can
be
powerful.
• Engagement
won’t
work
for
every
brand.
20

21. • What’s
your
strategy?
Do
you
just
want
more
Facebook
likes
(and
if
so..
why??)
• Define
what
you
want
to
achieve
first,
then
look
at
resourcing,
not
vice
versa.
• Set
measurable
targets,
monitor,
iterate
and
learn.
Do
I
need
a
social
media
manager?
21

22. 22
The
world’s
first
golden
ice
cream
now
is
available
in
Indonesia

23. Thousands
of
“Magnum”
men5ons
occurred
between
July-­‐October,
highlighted
by
two
peaks.
Who
were
the
top
influencers
of
each
peak?
23
10,000
Magnum
Mentions 1.8 Mio
Total
Reach
Peak
1
(Aug
19-­‐20)
6,269
Magnum
Mentions 3.9 Mio
Total
Reach
Peak
2
(Sep
30-­‐Oct
1)
Actual
number
of
“Magnum”
men5ons
per
day
from
July-­‐October
2012
*Nearly
100%
men5ons
came
from
TwiPer

24. Though
Peak
2
had
lesser
men5ons,
the
top
influencers
have
a
bigger
follower
base,
hence
wider
reach
24
29,431
23,693
19,455
19,442
15,781
14,383
13,263
12,433
11,288
10,252
8,605
7,951
MYMAGNUMID
ALANLANALAN
BISMAROCKERS
ALFAMARTKU
ZAKASUNTARA
ARNEEEST
SHEBENK_BENK
AGILWCK
DINDUTSS
TIGAWAT
ASSJERUK
IBAYLAH
Peak
1
658,703
270,721
128,935
111,439
108,623
106,446
80,830
75,820
67,091
60,927
60,021
53,998
TRANSTV_CORP
ADDIEMS
MEMES605
MARISCHKAPRUE
MISSSHARENA
BENJOSHUA_R
DEWA_KLASIK
DIRASUGANDI
SKYRAMADHAN
MYTRANSTWEET
NICKYXOIX
MYMAGNUMID
Peak
2
-­‐ In
Peak
1,
the
effort
of
spreading
the
buzz
was
mostly
done
by
MYMAGNUMID
who
had
the
biggest
follower
base.
The
other
10,000
men5ons
were
contributed
by
twi5zens
with
lesser
followers.
-­‐ In
Peak
2,
though
only
6,269
men5ons,
the
top
influencers
included
ar5sts
performing
on
Magnum
Gold
Symphony
who
had
a
wider
follower
base,
even
more
than
MYMAGNUMID.

25. Screenshot
of
manual
coding
example
Content:
“Already
tried
MAGNUM
GOLD.
Yuck,
for
those
who
don’t
like
sweets
don’t
even
try
it.”
Product Awareness:
Consideration:
Purchase Intent:
Consumption:
Nutrition & Health:
Price:
Any
men(ons
on
MAGNUM
GOLD?
Any
considera(ons
to
try
the
product?
Any
indica(on
of
buying
the
product?
Any
men(ons
on
consuming
the
product?
Are
there
any
content
about
nutri(on
and/or
health?
What
about
the
product
taste
or
flavor?
Any
men(ons
on
distribu(on,
stock
or
availability?
Is
the
overall
sen(ment
of
the
men(on
posi(ve,
neutral
or
nega(ve?
Any
men(ons
on
the
price
of
the
product?
25

26. Content
&
sen5ment
26
100
51
36
24
14
9
5
5
4
3
1
Brand Awareness
Magnum Gold
Symphony
Trans TV
Consumption
Taste
Purchase Intention
TVC
Consideration
Magnum Café
Price
65
62
73
77
61
47
100
33
89
55
27
29
27
23
10
8
13
5
36
20
7
9
30
45
54
5
9
80
Positive Neutral Negative
Exploring
nega5ve
reac5ons….
Content
(%)
SenMment
(%)

27. Nega5vity
towards
TVC
and
taste
are
increasing
27
72
33
71
47
10
13
2
8
18
54
28
45
Peak 1 Peak 2 Peak 1 Peak 2
Positive Neutral Negative
TVC
SenMments
(%)
Taste
SenMments
(%)

28. Nega5ve
sen5ments
on
TVC
related
to
product
28
“False
hope
is
like
Magnum
Gold.
The
commercial
is
cool
but
the
taste
is
bad.
Agree?”
Followers:
80,830
Sen(ment:
Nega(ve
“Buying
Magnum
Ice
Cream
=
stupidity.
How
much
does
it
cost
anyway?
Why
is
the
commercial
so
over
the
top
(exaggera(ng)…”
Followers:
20,050
Sen(ment:
Nega(ve

29. 29
29

30. 30
Vietnam
Indonesia
India
China
Hong
Kong
Philippines
Singapore
3
billion
customers
We
now
have
the
privilege
of
represen5ng
Star5ng
9
years
ago
in
HCMC
&
HK
we’ve
expanded
to...

31. 31
From
seven
main
ciMes
in
Vietnam…

32. 32
Cimigo
delivers
a
full
range
of
services
to
ensure
your
business
remains
connected
to
your
consumers
Mo5va5onal
research
Market
scoping
and
segmenta5on
Concept
tes5ng
New
product
development
Brand
posi5oning
1.
Consul5ng
Services
Market
tracking
Product
op5misa5on
Brand
equity
Touch
point
management
Customer
loyalty
2.
Research
Services
Ethnography
Accompanied
shopping
In-­‐depth
interviewing
Focus
groups
Vox
pops
Telephone
interviewing
Street
intercepts
Mystery
shopping
On
line
surveys
Social
media
tracking

33. 33
consumer-­‐rooted
growth
Online
Panels
45
Consultants
130
Full-­‐5me
staff
12
Qualita5ve
Specialists
5
Call
Centres
Face-­‐to-­‐face
…put
the
consumer
into
the
boardroom
to
deliver
650
Fieldworkers
Cimigo’s
extensive
set
of
resources
and
exper5se...

34. 34
Cimigo
for
Brand
Value
And
for
stronger
consumer
engagement
&
intelligence.
www.facebook.com/CimigoVietnam
@cimigovietnam
www.linkedin.com/company/cimigo
www.chaocimigo.vn

35. 35
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