Summary

SOCIAL MEDIA AND INTERACTIVE

COMMUNICATION
Hoang Mi
CONTENT AND APPROACH

− Lesson 1: Social media influence

− Lesson 2: Social media strategy
− Lesson 3: Creating and managing social media content
− Lesson 4: Monitoring, evaluation and report
− Lesson 5: Introduction to interactive communication
− Lesson 6: Platform-specific interactive strategies
Grading

• Final Test - In the Form of a Capstone Project (50%): Comprehensive

Social Media Campaign Plan (Report)
• Mid-term Test - In the Form of a Presentation (20%): New Social
Media Platform Proposal for Vietnam (Presentation Format - 20%)
• In-Class Activities grading (20%)
Classroom Contribution and Behavior
Requirements

• I. Contribution:
• Active Participation
• Preparation
• Respectful Communication
• Thoughtful Engagement
II. Behavior:
• Punctuality and Attendance
• Respect for Others
• Academic Integrity
• Classroom Etiquette
How to study

• Read books and documents at home

• Group works and pair works in the class
• Self reflection at the end of class
Lesson 1: Social Media
Influence
Learning Objectives
• Define social media and its core components.
• Analyze the evolution of social media and its societal impact.
• Compare social media platforms to traditional media.
• Evaluate Vietnam’s social media landscape through case
studies.
 Students list their top 3 used
platforms and note:
Warm-Up:
• Purpose (e.g., entertainment, news,
“Social Media networking).
Self-Audit” • Time spent daily.

Pair-and-Share: Discuss patterns

(e.g., “Why do we use TikTok for
fun but LinkedIn for work?”).
Defining Social Media

Kaplan and Haenlein (2010): Highlight Web 2.0 foundations and user-generated
content.

Boyd and Ellison (2007): Focus on profile creation, connection articulation, and
network traversal.

Carr and Hayes (2015): Point out the dual nature of interaction and selective self-
presentation to diverse audiences.

Kietzmann et al. (2011): Break down social media into functional building blocks
like identity, sharing, and relationships.
Social media evolu on (Six Degrees → TikTok)

The Shift in Dominance: Myspace (launched

Early Stages of Social Media: the 1980s and 2003), Facebook (launched 2004),
1990s (CompuServe, AOL, Prodigy), Six Google+'s failure (launched 2012, shut
Degrees (1997) down 2018)

late 1990s Feb. 2025

the 1980s and 1990s 2003

Rise of Blogging and Professional Current Landscape and Usage Trends

Networking: The late 1990s emergence of (February 2025): 5.31 billion social media
blogs (LiveJournal in 1999, Blogger). user identities (64.7% of the population).
LinkedIn (2002)
Characteristics of social media

user-
convergence, interactivity, generated
content,

and
flexibility,
accessibility
Kietzmann 7 building blocks
Understanding Kietzmann's 7 Building Blocks
Kietzmann et al. (2011) proposed a framework of seven functional building
blocks that define social media:
• Identity: The extent to which users reveal their personal information.
• Conversations: How users communicate with each other.
• Sharing: How users distribute, exchange, and receive content.
• Presence: The degree to which users know if others are available.
• Relationships: How users connect with each other.
• Reputation: How users perceive the social standing of others and
themselves.
• Groups: How users form communities and sub-communities.
The Rise of Ephemeral Content
• Presence: Ephemeral content emphasizes the "presence" of users in the
moment. It conveys a sense of immediacy and liveness, showing what users
are doing right now.
• Conversations: It fosters more spontaneous and informal "conversations."
The time-limited nature encourages quick reactions and interactions.
• Sharing: It changes the nature of "sharing" by focusing on transient
experiences rather than curated, lasting content.
• Identity: Users may feel more comfortable sharing their authentic,
unfiltered "identity" because they know it won't be permanently recorded.
Traditionally, social media was about building a lasting online presence.
Ephemeral content flips this idea, prioritizing fleeting moments and
temporary connections.
The Spread of Misinformation
• Sharing: Social media's ease of "sharing" allows misinformation to spread
virally, reaching vast audiences in a short time.
• Reputation: The "reputation" of information sources can be easily
manipulated or faked, making it difficult for users to discern credible
information.
• Conversations: Echo chambers and filter bubbles created through social
media "conversations" can reinforce false beliefs and limit exposure to
diverse perspectives.
• Groups: Online "groups" can form around shared misinformation,
strengthening these beliefs and making them resistant to correction.
Misinformation can have detrimental effects on individuals, communities,
and even democratic processes. It erodes trust in institutions, fuels social
division, and can incite violence.
The power of user-generated content

a trend towards user-

a significant shift in centric design, where
individuals are both
media production and platforms aim to
creators and audiences
consumption create tailored and
engaging experiences
 Activity

Jigsaw Groups: Each group Class Timeline: Groups pin

researches one platform key takeaways on a digital
(Myspace, Google+) and timeline (use Padlet or
answers: whiteboard).
• What made it succeed/fail?
• How did it influence today’s
platforms?
Vietnam's dynamic social media landscape
• High Adoption Rates: Vietnam boasts a significant social media
penetration rate, with 76.2 million users representing 75.2% of its 101
million population as of early 2025. This indicates a deeply integrated
digital society. The 4.8% annual growth signifies continued expansion.
• The user base is predominantly young, with approximately 70% under
35 years old. While urban centers have the highest concentration,
rural areas are rapidly catching up.
Platform Dominance and Demographics
• Facebook: Remains the leading platform with 76.2 million users,
highlighting Vietnam's importance as a key market for Facebook. Its
ad reach also saw a 4.8% increase.
• YouTube: Has a substantial user base of 62.3 million (61.5% reach),
although its ad reach slightly declined by 1.1%.
• TikTok: Experiencing rapid growth, particularly among younger
demographics, shaping Vietnam's short-form video culture.
• Zalo: A popular domestic platform with over 60 million users,
integrating messaging, social networking, local services, and
payments. zju144307
Distinct Usage Patterns
• Mobile-First: Over 95% of users access social media via smartphones,
underscoring the importance of mobile optimization.
• High Engagement: Average daily usage is around 2.5 hours, with a
focus on entertainment, news, and e-commerce.
• Robust Social Commerce: A significant 65% of social media users have
made direct purchases through platforms, indicating a mature social
commerce ecosystem.
• Influencer Marketing: Micro-influencers (10,000–100,000 followers)
are particularly effective in driving engagement and conversions.
Case Study: Vietnam’s Social Media
Landscape
[Link] Groups: 3-5 students
[Link] Vietnam’s usage patterns (e.g., mobile-first, social
commerce).
[Link]: “Does Vietnam need more local platforms like Zalo, or should
it globalize?”
[Link] draft a 1-slide recommendation for a Vietnamese startup
entering social commerce.
4. Role-Play: “Platform Survivor”
Scenario: A new app must dethrone Facebook in Vietnam.
Roles:
• Team 1: TikTok (short-form video).
• Team 2: Zalo (local integration).
• Team 3: Hypothetical AI platform (e.g., AR shopping).
Deliverable: 2-minute pitch + mock-up (draw on paper).
Vote: Class decides which platform “survives” based on feasibility.
Wrap-Up: “Future Trends” Speed Dating
• Students rotate in pairs to discuss:
• One surprising trend (e.g., AR in social commerce).
• One concern (e.g., AI-driven filter bubbles).

• Ties trends to Kietzmann’s 7 building blocks (e.g., “AR

enhances presence but risks privacy”).
 Exit Ticket

“How will you adapt your personal social media use after today?”
LESSON 2: Building a
Data-Driven Social
Media Strategy
Warm-Up: The "Why" of Strategy
• Activity: Think-Pair-Share
o Prompt: “If you had to delete all but one social platform for a brand,
which would you keep and why?”
O Groups debate choices
the key components of a social media
strategy
• Laying the Foundation
• Analyzing the Environment
• SWOT Analysis
• Guiding the Strategy
Laying the Foundation
• Background Information: Understanding the brand's history, products,
market position, and business objectives is the crucial first step for
alignment.
• Brand Voice: Establishing a consistent brand personality (formal,
friendly, etc.) across all communications builds recognition and trust.
• Vision and Mission: The brand's long-term aspirations and core
purpose should guide the social media strategy for coherence.
Analyzing the Environment
• Environmental Scan Analysis: Examining external factors like market
trends, competitors, technology, regulations, and the economy helps
identify opportunities and threats.
• Client/Company Focus: A deep understanding of the company's
competitive advantages, unique selling propositions, and internal
resources is essential for tailoring the strategy.
• Situational Analysis: Combining internal capabilities and external
market conditions provides a comprehensive context for the strategy.
SWOT Analysis
• Strengths: Internal advantages (e.g., strong brand presence, high-
quality content, skilled team, effective analytics, active community).
• Weaknesses: Internal limitations (e.g., inconsistent posting, limited
resources, lack of clear strategy, poor crisis management, weak online
presence).
• Opportunities: External factors to leverage (e.g., emerging platforms,
influencer collaborations, user-generated content, technological
advancements, changing consumer trends).
• Threats: External factors to mitigate (e.g., intense competition,
algorithm changes, negative publicity, regulatory changes,
cybersecurity risks).
Example: A local
café’s Instagram
customizable SWOT
analysis templates to
evaluate a local café's
Instagram performance
based on social metrics,
complete with
Vietnamese market
considerations
Category Finding Action Item KPI Target
Launch monthly "Customer
Strength High UGC engagement ↑UGC by 20% in 3 months
Feature" contest

Train staff to produce 3

Weakness Low Reels adoption Reach 10K/Reel
Reels/week

Partner with
Opportunity Untapped student demographic ↑Followers aged 18-22
@HanoiStudentEats

Create unique
Threat Competitor’s viral challenges 500+ challenge entries
#MyHanoiCoffeeChallenge

• Template: Actionable SWOT

• (With Strategic Recommendations)
Visual SWOT Dashboard

Strengths (Internal) Opportunities (External)

High Engagement Rate (8.2% vs. industry avg. Untapped Hashtags (#HanoiCoffeeCulture used
5.1%) by competitors)
Strong Follower Growth (+15% MoM) Reels Potential (Instagram favors Reels with 2x
Authentic UGC (30% of posts are customer- reach)
generated) Local Collabs (Partner with
@HanoiFoodBloggers)
Weaknesses (Internal)
Low Story Completion (45% vs. 60% benchmark) • Threats (External)
Inconsistent Posting (3x/week vs. recommended Competitor Activity (@TheCoffeeHouse posts 3
5x) Reels/day)
Limited Video Content (Only 10% of posts) Algorithm Changes (Shift to video-first feed)
Seasonal Slumps (Reduced foot traffic in rainy
season)
Guiding the Strategy
• Goals and Objectives: Setting SMART (Specific, Measurable,
Achievable, Relevant, Time-bound) goals and objectives provides
direction and allows for performance evaluation.
• Key Audience Members: Identifying and understanding the target
audience (demographics, psychographics, behavior) through personas
ensures relevant content and messaging.
The Pain Point of
customers

• A pain point is a specific problem,

frustration, or challenge that your
target customer experiences—
something that causes them emotional,
financial, or practical discomfort. In
marketing and business, identifying
pain points helps you tailor solutions (or
content) that directly address these
issues, making your brand more
relevant and valuable.
Types of Pain Points
• Functional (Practical): • Emotional:
• Example: "I can’t find a café nearby • Example: "I feel awkward ordering
with strong Wi-Fi for remote work." because I don’t understand coffee
• Content Fix: Post about your café’s terms."
"Quiet Workspace Wednesdays" with • Content Fix: Create a Reel: "How to
free high-speed Wi-Fi. Order Like a Pro at Any Café."

• Financial: • Time-Based:
• Example: "Specialty coffee is too • Example: "Morning rush lines make me
expensive for students." late for work."
• Content Fix: Highlight budget-friendly • Content Fix: Promote "Pre-Order via
options (e.g., "Student Discounts Every App" with a 1-minute pickup guarantee.
Friday!").
Diagnose the Pain Point of customers
What to Ask:
• What frustrates your customer? (e.g., "Vietnamese coffee is too
bitter for beginners.")
• What barriers prevent them from buying? (e.g., "I don’t know how to
brew phin coffee at home.")
• What emotional needs are unmet? (e.g., "I want to feel like a ‘pro’
when ordering coffee.")
Shift Content to Solve the Pain

New Content
Pain Point Old Content Format
Strategy

Step-by-step Reels:
"Coffee brewing is
Fancy latte art photos "Phin Coffee for Video (TikTok/Reels)
complicated."
Beginners"

Story poll: "Would

you pay more for
Discount spam ("20% ethically sourced
"Prices feel too high." Interactive Poll + Carousel
OFF!") beans?" → Follow
with transparency
posts

"Meet Our Barista"

"I don’t feel welcomed." Sterile promo shots
series + UGC reposts
Implementing the Strategy
• Strategies and Tactics: Developing overarching plans (strategies) and
specific actions (tactics) to achieve goals, aligned with brand voice
and audience preferences.
• Social Media Communication Audit: A comprehensive assessment of
the brand's current social media presence, analyzing accounts,
content performance, engagement, and effectiveness to identify
strengths, weaknesses, opportunities, and inconsistencies. The
process involves gathering information (usernames, URLs, follower
counts, engagement metrics), analyzing the "Five Ws" (Who, Where,
What, When, Why), and evaluating engagement (likes, shares,
comments). Regular audits help brands adapt to changing consumer
behaviors and industry trends.
30-Day Tactical Social Media Plan
• Platform: [Choose one platform, e.g., Instagram, TikTok, Twitter]
• Goal: [Define the overall objective for this 30-day period, e.g.,
Increase brand awareness, drive website traffic, generate leads]
• Target Audience: [Describe the specific audience you want to reach]
• KPI (Key Performance Indicator): [Choose one measurable metric to
track success, e.g., Engagement rate, follower growth, website clicks.
Be specific.]
• KPI Target: [Set a specific, achievable target for the KPI, e.g., Increase
engagement rate by 15%]
30-Day Tactical Social Media Plan: Post Ideas
• Post Idea 1: [Brief description of the first post idea, including format
(image, video, etc.) and key message]
• Theme/Topic:
• Content Format:
• Key Message:
• Call to Action:
• Day(s) to Post:
Content Calendar
Content Calendar:

Date Platform Post Idea Content KPI to

Description Track
Example: 30-Day Tactical Social Media Plan
for a coffee shop
• Platform: Instagram
• Goal: Increase brand awareness and drive foot traffic to the café.
• Target Audience: Local residents and young adults (20-35) interested
in coffee, brunch, and a cozy atmosphere.
• KPI (Key Performance Indicator): Increase Instagram Reach
• KPI Target: Increase Instagram reach by 20%
Post Ideas
Post Idea 1: "Behind the Beans" - Showcase the coffee-making process
and the baristas.
• Theme/Topic: Authenticity, Craftsmanship
• Content Format: Carousel of short video clips and photos
• Key Message: High-quality coffee made with passion.
• Call to Action: "Visit us and see the magic yourself! #LocalCoffee
#CafeLife"
• Day(s) to Post: Day 3, Day 10, Day 17
Post Ideas
Post Idea 2: "Brunch Goals" - Highlight the café's delicious brunch
menu items.
• Theme/Topic: Food, Weekend Vibes
• Content Format: High-quality photos and Reels showcasing visually
appealing brunch dishes.
• Key Message: The perfect spot for a weekend brunch.
• Call to Action: "Tag your brunch squad! #BrunchTime #LocalEats"
• Day(s) to Post: Day 6, Day 13, Day 20, Day 27
Post Ideas
Post Idea 3: "Cozy Corner" - Feature the café's interior and its
comfortable, inviting atmosphere.
• Theme/Topic: Ambiance, Community
• Content Format: Photos of the café's interior, customer interactions,
and maybe a time-lapse of a busy afternoon.
• Key Message: Your home away from home.
• Call to Action: "Come relax with us! #CozyCafe #LocalHangout"
• Day(s) to Post: Day 1, Day 8, Day 15, Day 22, Day 29
The Five Ws Framework
[Link]?
1. Focus: Audience analysis.
2. Questions:
1. Who is your target audience?
2. Who actually engages with your content? (Demographics, behaviors)
3. Who are your competitors’ audiences?
3. Example: If your café’s followers are mostly ages 35+ but you post Gen Z
memes, there’s a mismatch.
The Five Ws Framework
[Link]?
1. Focus: Content strategy.
2. Questions:
1. What type of content are you posting?
2. What performs best/worst? (Formats, topics, CTAs)
3. What are competitors doing differently?
3. Example: Reels may drive engagement, but your café only posts static
images.
The Five Ws Framework
[Link]?
1. Focus: Timing and consistency.
2. Questions:
1. When are you posting? (Peak vs. off-peak times)
2. When does your audience engage most?
3. Is posting frequency consistent?
3. Example: Posting sporadically or at non-optimal times reduces reach.
The Five Ws Framework
[Link]?
1. Focus: Platform and geographic alignment.
2. Questions:
1. Where is your audience active? (Platforms, geographic locations)
2. Where are you investing effort vs. seeing ROI?
3. Example: Your café’s Instagram followers are in Hanoi, but your shop is in
HCMC.
The Five Ws Framework
WHY?
• Focus: Root causes and goals.
• Questions:
• Why are certain metrics underperforming? (Algorithm? Content quality?)
• Why did you choose this strategy? Is it aligned with business goals?
How to Use the Five Ws for Social Media
Audits
[Link] Data: Pull metrics (engagement rates, follower demographics,
top posts).
[Link] Each W: Answer systematically using data (e.g., *"WHO engages?
Women 25-34"*).
[Link] Gaps: Compare "what is" vs. "what should be" (e.g., audience
mismatch).
[Link] Action: Adjust strategy based on findings (e.g., post more Reels
for Gen Z).
Example Diagnosis for a Café
• WHO? Followers are office workers but content targets students.
• WHAT? Static images underperform; Reels are untested.
• WHEN? Posts at 3pm get half the engagement of 7pm posts.
• WHERE? 80% followers in Hanoi; café is in Da Nang.
• WHY? Inconsistent branding and no clear content pillars.
Template: Five Ws Social Media Audit

W Question Data Source Issue Identified

Who engages with our Instagram Insights → Mismatch: Targets Gen
Who?
content? Audience Z but followers are 35+
What content formats Top posts → Reels get 2x more
What?
work? Engagement rates reach than photos
When is engagement Metrics → Best posting Posting at 2pm vs. 7pm
When?
highest? times peak
Where are followers 60% Hanoi but café is
Where? Audience → Top cities
located? in HCMC
Why is engagement Competitor Competitors use UGC;
Why?
declining? benchmarking we don’t
Managing and Measuring
• Evaluation and Budget: Regularly measuring effectiveness using KPIs
(engagement, growth, traffic, conversions) and allocating financial
resources to content, advertising, and tools.
• Calendar Planning: Scheduling content and activities to ensure
consistency and timely execution of the strategy.
Case Study: SWOT in Action
• Data Provided Live: A anonymized brand’s social metrics (e.g.,
engagement rates, follower demographics).
• Group Task (4–5 students):
1. Conduct a 15-minute SWOT analysis (use templates).
2. Example Focus: A local café’s Instagram vs. competitor with viral
Reels.
3. Deliverable: 1-minute pitch on the biggest missed opportunity
from their SWOT.
Exercise: Persona Speed-Dating
• Groups pick a brand (e.g., gym, eco-fashion) and create a fake user
profile for its ideal customer: Name, age, job, goals, social platforms,
content preferences.
• Twist: Rotate personas between groups—add one “pain point” to the
persona they receive.
• Debrief: How pain points shift content strategy (e.g., budget concerns
→ educa onal carousels).
Tactical Simulation: Fix This Audit!
• Scenario: A screenshot of a real (anonymized) brand’s poorly
performing social audit (e.g., erratic posting, low engagement).
• Group Task:
[Link] 3 issues using the Five Ws (Who, Where, What, When,
Why).
2. Propose a *30-day tactical plan* (1 platform, 3 post ideas, 1 KPI).
• Presentation: Groups share fixes (e.g., “Post user-generated content
Wednesdays when engagement peaks”).
 Category Item Allocation Details Tools/Notes
Boost top-performing posts +
Paid Ads Meta/Facebook Ads $200 Target: Local coffee lovers
traffic ads
Instagram Story Ads $50 Promote limited-time offers Use "Order Now" CTA
1 Instagram post + 2 Stories by
Influencers Micro-Influencer (1x) $150 Nano/Micro (<50K followers)
local foodie
Design templates (Reels,
Content Tools Canva Pro $12 Free trial available
carousels)
CapCut Pro (optional) $8 Advanced video editing
Analytics Meta Business Suite $0 Free native insights
Prize for UGC contest (e.g., free
Miscellaneous Contests/Giveaways $50 "Tag a friend to win!"
coffee)
Buffer (scheduling) $15 Auto-publish posts Free plan = 3 social accounts
Last-minute collabs or trending
Emergency Fund Unplanned Opportunities $15
hashtag ads

• Monthly Social Media Budget: $500

Budget Adjustments by
Goal:

• Brand Awareness? Shift $50 from

influencers to ads.
• Sales Focus? Allocate $100 more to
retargeting ads.
• Community Building? Add $50 to UGC
contests.
Free Alternatives

Ads: Use organic Influencers: Partner Tools: Use Canva

reach tactics (e.g., for product swaps Free + Meta’s built-
Reels, collabs). (no cash). in scheduler.
Track ROI with a simple spreadsheet

Expense Amount Result ROI

15 new customers
Facebook Ads $200 $300 revenue
($20 CPA)

Influencer Post $150 1,500 impressions 30 profile visits

Budget & Calendar Lab
• Tool Demo: Mock budget spreadsheet (e.g., $500/month—allocate to
ads, influencers, tools).
• Quickfire Challenge:
Groups plan a holiday campaign in 10 mins:
• Budget split (e.g., 70% to Instagram Reels ads, 30% to TikTok influencers).
• Calendar sketch (peaks, content mix).
Reflection & Trends

• Closing Poll: “Which strategy step feels most critical: SWOT, personas, or
audits?”
• Trend Spotlight:
“Algorithm shifts favor ‘authentic’ content—how does that change your
tactics?”
LESSON 3: Data-Driven
Social Media Strategy
Optimization
 Learning Objectives

01 02 03
Identify key trends Translate data Practice analyzing
in social media insights into audience behavior
performance data. actionable strategy and external factors.
improvements.
Introduction & Icebreaker
 Activity: "Guess the Trend"
o Show anonymized charts of social media metrics (e.g.,
engagement spikes, follower growth).
o Groups brainstorm possible causes (e.g., viral content, seasonal
event).
 Step 1: Define the Scope and Objectives

6-Step Step 2: Gather Data

Framework for
Step 3: Analyze Data to Identify Trends
Identifying
Trends, Gaps, Step 4: Identify Gaps
and Proposing
Adjustments Step 5: Propose Adjustments

Step 6: Implement and Monitor

Step 1: Define the Scope and Objectives

Description: Clearly define the area you are analyzing and the specific
goals you want to achieve. This sets the boundaries for your analysis.

Example:

• Area: Social media strategy for a local bookstore.

• Objectives:
• Increase online engagement.
• Attract more customers to the physical store.
Step 2: Gather Data

Description: Collect relevant data from various sources. The data

should be reliable and comprehensive.

Example:

• Data Sources:
• Social media analytics (e.g., Instagram Insights, Facebook Analytics).
• Website analytics (e.g., Google Analytics).
• Competitor analysis (social media activity, content strategy).
• Industry reports and trends.
• Customer surveys or feedback.
Step 3: Analyze Data to Identify Trends
• Description: Examine the data to find patterns, changes, and
emerging trends. Look for what is becoming more or less popular,
what is driving engagement, and what is changing in the competitive
landscape.
• Example:
• Trends:
• Increased user engagement with video content (Reels, TikTok-style videos).
• Growing popularity of local community-focused content.
• Competitors are using influencer marketing effectively.
Step 4: Identify Gaps
• Description: Compare your current situation with the identified
trends and best practices. Identify areas where your performance is
lacking or where you are not taking advantage of opportunities.
• Example:
• Gaps:
• Lack of video content in the bookstore's social media strategy.
• Insufficient focus on local community engagement.
• No use of influencer marketing.
Step 5: Propose Adjustments

Description: Based on the identified trends and gaps, develop specific,

actionable recommendations to improve your strategy or performance.

Example:

• Adjustments:
• Create a series of short video book reviews and author interviews for Instagram Reels.
• Partner with local book clubs and community organizations for cross-promotion.
• Collaborate with local book influencers to promote new releases and events.
Step 6: Implement and Monitor

Description: Put the proposed adjustments into action and track their performance.
Continuously monitor the results and make further adjustments as needed.

Example:

• Implementation and Monitoring:

• Create a content calendar for video posts.
• Reach out to local book clubs for partnerships.
• Identify and contact relevant book influencers.
• Track key metrics (e.g., video views, engagement, website traffic from social media).
• Analyze the results and adjust the strategy based on the data.
 Case Study Analysis

Activity: "Fix This Strategy" Discussion Questions:

A case study with anonymized data. "Which external factors might explain the dip in
Groups identify trends, gaps, and propose Q3?"
adjustments using the 6-step framework from "How would you prioritize recommendations
your notes. with limited resources?"
Baemin
• 14/5: Baemin chính thức thay đổi và công bố bộ nhận
diện thương hiệu Baemin Vietnam

• 17/5: Tung video giới thiệu độc đáo về Baemin

Vietnam

• 7/6 – 9/6 Kết hợp với Vheartbeat với chương trình

“khao” vé cho fans

• 20/7 – 25/7: Giảm giá 70% mừng khai trương với thông
điệp cùng hình ảnh truyền thông cực “bắt tai”

• Hầu như tất cả phản hồi về hình ảnh của Baemin đều
là tích cực.
• Hầu hết thảo luận tiêu cực đều rơi vào các vấn đề liên
quan đến lỗi kỹ thuật và chất lượng phục vụ.
Data-to-
Strategy
Workshop
 • Audience Behavior Report Example
• Brand: Hanoi Bean Café (Local Coffee Shop)
Platform: Instagram
Date Range: March 1–31, 2024

Content Posting
Post ID Likes Comments Shares Saves Engagement Rate
Type Time

001 Reel 7:00 PM 320 42 18 55 8.7%

002 Carousel 2:00 PM 110 5 2 10 2.1%

003 Story Poll 8:00 AM N/A 28 replies N/A N/A 12% (poll taps)

004 Static Image 5:00 PM 180 12 7 20 4.5%

005 Live Video 7:30 PM N/A 62 live chats 15 shares N/A

 Pattern 1: Reels & Live Videos Dominate Engagement

• Data Proof:
• Reels avg. engagement: 8.7% (vs. static posts: 4.5%).
• Live Videos drove 15% engagement (highest of all
formats).
• Why It Matters:
Patterns • Instagram’s algorithm prioritizes video content.

Identified • Live sessions create real-time connection (e.g., Q&As,

brewing demos).
• Strategy Shift:
• Increase Reels to 3x/week (e.g., "Coffee Hacks in 30
Secs").
• Host biweekly Live "Ask the Barista" sessions at 7:30
PM.
 Pattern 2: Evening Posts Outperform

• Data Proof:
• Posts at 7:00–8:00 PM avg. 7.2% engagement (vs.
2:00 PM: 2.1%).
• 8:00 AM Story Polls also performed well (12% taps).
Patterns • Why It Matters:
Identified • Audience is active post-work (7–9 PM) and during
morning coffee (8 AM).
• Strategy Shift:
• Move all feed posts to 7:00 PM slot.
• Use 8:00 AM Stories for quick polls ("Today’s special:
Yes or No?").
 1. Data Collection

2. Data Analysis
Data-to-
Strategy
3. Audience Insights
Framework
4. Competitive Benchmarking

5. Strategy Formulation
 Gather metrics from:

Platform analytics (Instagram Insights, Facebook Analytics, etc.)

Third-party tools (Google Analytics, Hootsuite, Sprout Social)

UGC and comments (qualitative data)

1. Data Key Metrics to Track:

Collection Engagement rate ([Likes + Comments + Shares] / Followers)

Reach/impressions

Click-through rate (CTR)

Follower growth

Top-performing content types

2. Data Analysis
Identify patterns:
• Sort data by engagement rate (highest to lowest).
• Compare performance by:
• Content type (Reels vs. carousels vs. Stories)
• Posting time (7 AM vs. 7 PM)
• Hashtags/CTAs (e.g., posts with questions vs. direct promotions)
Example:
• Finding: Reels posted at 7 PM average 2x higher engagement than
static images at 2 PM.
 Who engages most? (Demographics: age,
location, gender)
What content do they prefer? (Video,
tutorials, UGC)
3. Audience When are they active? (Peak times per
Insights platform)
Why do they engage? (Pain points: e.g.,
"I want quick coffee hacks")
Tool: Use platform audience reports (e.g.,
Instagram’s "Audience Activity").
 Compare with competitors:

Which content types work for them?

4. Competitive
Benchmarking What gaps can you fill? (e.g., They post
recipes; you could post brewing guides).

Tool: Manual review or tools

like RivalIQ.
 Translate findings into action:

Content Plan:
• Example: "Post 3 Reels/week at 7 PM (peak
time) with coffee tutorials."
5. Strategy
Platform Focus:
Formulation
• Example: "Shift from Facebook to TikTok if Gen Z
engagement is higher."

Engagement Tactics:
• Example: "Reply to comments within 1 hour to
boost algorithm favor."
Practical Exercise: Data-to-Strategy Workshop
 Task: "Audience Behavior Report"
o Groups analyze a dataset (e.g., posting times, content types,
engagement rates).
o Deliverables:
[Link] Identification: Top 2 patterns in the data.
[Link] Pitch: 1 actionable strategy change
Link of data:
[Link]
bw/edit?tab=t.0
Trends Deep-Dive
 Guided Analysis:
o Present a compiled list of trends from group work. Compare to industry
benchmarks (e.g., "Videos drive 3x more shares than static posts").
o Discuss: "Why might ‘awareness’ goals require different KPIs than
‘conversions’?"
 Pattern Recognition: Group trends into categories
(e.g., Content, Timing, External Factors).
Wrap-up & Reflection
 Key Takeaways:
o Data reveals what works; context explains why.
o Strategies must adapt to audience behavior + external
shifts.
Exit Ticket

"Share one data point you’d track to measure your recommendation’s

success."
 LESSON 4: Building a
Data-Informed Social
Media Content Strategy
Learning objectives

1 2 3
Define content Select content types Practice creating a
pillars and align and platforms based content mix using
them with on data-driven real-world case
audience/business insights. studies.
goals.
Introduction: "Content
Strategy Speed Dating"

 Activity:
o Students pair up and role-play
as a brand + audience member
(e.g., skincare brand vs. Gen Z
consumer).
o Each "brand" pitches a content
idea; "audience" critiques its
relevance to their interests.
Content Pillars for Social Media
Content pillars are the foundation of your social media strategy. They
are a set of core topics or themes that define what your brand will
talk about on social media. They help you:
• Stay consistent: Ensure your content aligns with your brand identity
and messaging.
• Organize your content: Create a structured plan, making content
creation more efficient.
• Engage your audience: Provide valuable and relevant content that
resonates with their interests.
Key Characteristics of Effective Content Pillars
• Relevance: Aligned with your brand's mission, values, and offerings.
• Audience-focused: Addresses your target audience's needs, interests,
and pain points.
• Evergreen: Topics that remain relevant over time, allowing for
repurposing.
• Variety: Broad enough to allow for diverse content formats and
creative angles.
• Sustainable: Topics you can consistently create content about without
running out of ideas.
Example 1: Local Café
• Behind the scenes: Share the daily life of the café, the staff, and the
coffee-making process.
• Menu highlights: Showcase food and drink items, new offerings, and
seasonal specials.
• Community spotlight: Feature local events, artists, or customer
stories.
Example 2: Fashion Brand
• Style tips: Provide advice on how to wear your products and create
different looks.
• Inspiration: Share mood boards, fashion trends, and outfit ideas.
• Brand values: Communicate your brand's ethics, sustainability efforts,
or social causes.
Example 3: Tech Company
• Product tutorials: Offer guides and tips on how to use your products
effectively.
• Industry insights: Share news, trends, and expert opinions related to
your industry.
• Company culture: Give a glimpse into your company's work
environment, employees, and values.
Developing Your Content Pillars
• Define your target audience: Understand their demographics, interests,
needs, and online behavior.
• Identify your brand's core values and mission: Determine what your brand
stands for and what message you want to communicate.
• Brainstorm content topics: Generate ideas that align with your audience's
interests and your brand values.
• Group topics into pillars: Organize your ideas into 3-5 broad categories that
will serve as your content pillars.
• Validate your pillars: Ensure your pillars are relevant, audience-focused,
evergreen, varied, and sustainable.
• Document and share: Create a clear document outlining your content
pillars and share them with your team.
Case Study: Fix This
Content Plan!
 Activity:
o Groups audit a failing social media
account (e.g., low engagement,
inconsistent themes).
o Using provided data (analytics, audience
demographics), they:
1. Identify missing content pillars.
2. Propose 3 content types to address
gaps (e.g., UGC for authenticity,
infographics for education).

 Discussion: "How would you test which pillar

resonates most?"
"Tech Gadgets Daily"
on Instagram
"Tech Gadgets Daily" is an Instagram account
created to showcase the latest tech gadgets,
aiming to attract tech enthusiasts and early
adopters. However, the account is experiencing
low engagement and struggling to grow.
• Low Engagement
• Inconsistent Themes
• Irregular Posting Schedule
• Lack of Audience Interaction
• Poor Use of Instagram Features
• Weak Brand Identity
• Follower growth is minimal and slow
Practical Exercise: Content Matrix Workshop
 Task: "Platform-Perfect Content"
o Groups receive a brand scenario (e.g., animal welfare NGO) and must:
[Link] 3 content pillars (e.g., Education, Advocacy, Community
Stories).
[Link] 5 content types to platforms (e.g., TikTok videos for advocacy,
LinkedIn articles for education).
[Link] choices using provided platform engagement data.

 Deliverable: A 1-slide content plan (pillars + sample posts).

Organic vs. Paid Performance Metrics
Organic Performance Metrics Paid Performance Metrics
Organic reach refers to the Paid reach refers to the number of
number of unique individuals who unique individuals who see your
see your content without any paid content as a result of paid
promotion. These metrics reflect advertising or promotion. These
the natural visibility and metrics measure the effectiveness
engagement your content of your paid social media
generates. campaigns.
 Key Differences Summarized

Feature Organic Metrics Paid Metrics

Reach Natural, influenced by algorithms Targeted, controllable

Cost Generally "free" Requires budget

Timeframe Long-term Short-term
Focus Engagement, relationships Campaign goals, ROI
Control Less control More control
Data Deep-Dive: Organic vs. Paid
 Guided Analysis:
o Compare organic vs. paid performance metrics (e.g., reach,
conversions) from a sample campaign.
o Spot trends: "When does paid content outperform organic?"
 Group Task: Brainstorm hybrid strategies (e.g., boost top-
performing organic posts).
Campaign Scenario:
Product Launch

• Company: A new e-commerce startup

launching a revolutionary new smart
water bottle with advanced hydration
tracking.
• Goal: Generate significant initial sales
and create buzz around the product
launch within the first month.
• Target Audience: Health-conscious
individuals aged 25-45, interested in
fitness, technology, and well-being.
Campaign Scenario: Product Launch
• Within the first week of the campaign, paid ads reach 500,000 users,
while organic posts reach only 5,000 users.
• Paid ads achieve a 2% click-through rate (CTR) from the target
audience, compared to a 0.5% CTR for organic posts.
• Paid ads drive 10,000 pre-orders in the first month, while organic
efforts drive only 500 pre-orders.
• Paid advertising generates a 20% increase in brand mentions and
social media conversations in the first two weeks, compared to a 2%
increase with organic efforts.
Wrap-up: "Strategy Pitches"

 Groups share their content matrices.

 Vote on most compelling strategy.
 Key Takeaways:
o Pillars = North Star; content types = Tactics.
o Data reveals where and how to engage.
 Exit Ticket

“Which content type will you explore further and why?"

 LESSON 5: Mastering
Tone & Voice for Social
Media Branding
 Learning objectives

1 2 3
Define brand Analyze how tone adapts Practice crafting
voice and tone and their to audience authentic, differentiated,
role in social media demographics and and consistent brand
strategy. platform nuances. messaging.
Warm-up: "Guess the Brand"

 Activity:
o Show anonymized social media posts (text-only)
from diverse brands (e.g., Nike, Wendy’s, a
nonprofit).
o Students guess the brand based on voice/tone
cues (e.g., humor, professionalism).
Example
• There’s one guarantee in sport. You’ll be told you can’t do it. So do it
anyway. You can’t win. So Win.
• This is what finger lickin' good looks like
• it’s okay if ur hairline looks like our logo <3
• What's said: "I got you coffee." What's heard: "I love you.“
• Your team may be eliminated, but we’re still here for you. Just open
the fridge!
• More rings are coming. Watch this space...
Case Study: "When Tone Goes Wrong"
 Activity:
o Analyze examples of tone missteps
o Groups discuss: "How would you revise this post to
align with the brand’s voice?"
 Data Tie-in: Compare engagement metrics (likes,
comments) before/after tone adjustments.
Tone
Professional tone: A professional tone in social media is clear, respectful, and tailored
to the specific context and audience. It balances formality with approachability,
avoiding overly casual language while remaining engaging.

Casual/Playful Tone: A casual tone is relaxed, informal, and conversational. A playful

tone adds humor, wit, and lightheartedness. Both aim to create a friendly and
approachable persona.

Concise, Audience-Adjusted Tone: Delivering your message using the fewest possible
words without sacrificing clarity or impact. Tailoring your language, style, and content
to resonate with the specific group of people you're trying to reach.
 Clarity: Concise and easy to understand. Avoid jargon
or overly complex sentences.

Accuracy: Ensure all information is factual and

verified.

Professional Respectfulness: Courteous and considerate of all

audiences, including those with differing viewpoints.
tone
Objectivity: Present information without personal
bias or strong emotional language.

Appropriateness: Tailored to the platform and the

specific purpose of the post.
Platform-Specific Considerations

LinkedIn:
• Use a formal and professional tone.
• Focus on industry-related news, insights, and career development.
• Engage in thoughtful discussions and networking.

Twitter:
• Be concise and informative.
• Use a professional tone, but some carefully used abbreviations are acceptable.
• Participate in relevant conversations and share valuable information.

Facebook: • Tone can be slightly less formal than LinkedIn, but still professional.
• Focus on sharing information, engaging with communities, and building relationships.

Instagram:
• Use a professional tone in captions and comments.
• Let the visuals be the main focus, but ensure your writing is clear, accurate, and relevant.
• Engage with followers in a positive and respectful manner.
Examples of Professional Tone

Example 1 (LinkedIn): "Excited to attend

Example 2 (Twitter): "New report
the Media Industry Conference next
highlights the growth of digital media
week. Looking forward to connecting
consumption. Key findings and
with fellow professionals and learning
implications for content creators: [Link]"
about the latest trends."

Example 4 (Instagram): "Check out this

Example 3 (Facebook): "We're proud to
stunning shot from our recent project!
partner with [Organization] on this
We're passionate about creating visually
important initiative. Learn more about
compelling content that tells a story.
how you can get involved: [Link]"
#MediaProduction #Filmmaking"
Casual/Playful Tone

•Conversational: Sounds like natural speech.

•Informal: Uses everyday language, but avoids excessive slang.
•Engaging: Captures attention and encourages interaction.
•Enthusiastic: Shows passion and excitement.
•Humorous (Optional): Uses wit, jokes, or lighthearted observations
(when appropriate).
•Relatable: Connects with the audience's experiences and interests.
Platform-Specific Considerations

Twitter: Instagram: TikTok: Facebook:

Brevity and wit are key. Use a casual tone in Embrace trends, challenges, Tone can vary depending on
Use humor, puns, and captions and stories. and humor. the context, but
playful observations. Pair playful captions with Use a very casual and casual/playful is often
visually appealing photos energetic tone. suitable for community
Participate in trending engagement and sharing
conversations with a casual and videos. Be creative and experiment personal stories.
twist. Use interactive features like with different formats.
polls, quizzes, and stickers.
Examples of Casual/Playful Tone

•Example 1 (Twitter): "Just survived another Monday! Anyone else feeling like
they need a week between Mondays? #MondayBlues #SendCoffee"
•Example 2 (Instagram): "Obsessed with this new filter! Feeling cute, might
delete later...or maybe not! #SelfieTime #GoodVibes"
•Example 3 (TikTok): (Video caption) "When you realize you have a test
tomorrow and haven't started studying... #Procrastination #StudentLife
#HelpMe"
•Example 4 (Facebook): "Guess what happened today! [Funny anecdote].
Share your most embarrassing moment in the comments! "
Concise, Audience-Adjusted Tone
Prior Knowledge:
Know Your Interests:
Demographics Define Your
Audience Platform Culture
Objective

Eliminate Use Short

Prioritize Key Use Strong,
Unnecessary Sentences and
Information Active Voice
Words Paragraphs

Choose the Right Use Visuals Include a Clear Proofread

Tone Effectively Call to Action Carefully
 "Just dropped a new episode of the podcast!
Twitter (Concise,
This week, we're talking all things AI.
Informal/Enthusiastic): Listen here: [Link] #Podcast #AI #Tech"

Excited to share our company's new initiative

to support sustainable practices. Learn more
LinkedIn (Concise, Formal): about our commitment: [Link] #Sustainability
#CSR #Business"

(Image of a new product) "Our new [Product

Instagram (Concise, Audience- Name] is here! Get yours now and tag us
Adjusted - Casual/Visual): in your photos! #[BrandHashtag] #NewArrival
#[Category]"

Did you know [Interesting Fact]? We're

Facebook (Concise, Audience-Adjusted exploring this topic in detail in our latest blog
- Informative/Engaging): post. Check it out and let us know what you
think! [Link] #[Topic] #[CommunityHashtag]"
1. Practical Exercise: "Voice & Tone Lab"
 Task: "One Brand, Three Audiences"
o Groups pick a brand (assigned or chosen) and craft 3 versions of the
same message for:
[Link] (professional tone).
[Link] (casual/playful tone).
3.X/Twitter (concise, audience-adjusted tone).
o Use audience personas (age, interests, location) to justify tone shifts.
 Deliverable: Present posts + explain adaptations.
2. Competitive Analysis: "Find the Gap"
 Activity:
o Groups audit competitors’ social feeds to identify:
 Overused tones (e.g., all brands in an industry sound overly
formal).
 Opportunities for differentiation (e.g., injecting humor in a
serious niche).
o Share findings via sticky notes on a whiteboard (grouped by
industry).
Wrap-up: "Tone Consistency Challenge"

 Key Takeaways:
o Voice = who you are; tone = how you say
it.
o Authenticity beats trend-chasing.
 Exit Ticket

"Share one brand whose tone you admire and why."

 LESSON 6: Content
Management & Optimization
for Social Media Success
 Master content
creation and curation strategies
for audience engagement.

Learning Apply A/B testing to optimize

Objectives content performance.

Design a content
calendar balancing structure and
flexibility.
Warm-up: "Original vs. Curated" Debate
 Activity:
o Divide class into two teams: One argues for original
content, the other for curated content.
o Each side presents 3 pros/cons using real brand
examples (e.g., Nike’s originals vs. HubSpot’s curated
blogs).
Original Content

Original content is Pros of Original Cons of Original

created by you (or the Content: Content:
brand you represent). • Brand Authority • Time-Consuming
This includes blog • Unique Voice • Resource Intensive
posts, articles, videos, • SEO Benefits • Potential for
infographics, podcasts, • Deeper Mistakes
images, and any other Engagement • Requires
• Full Control Consistent Effort
media that you've
• Drives Innovation
produced.
Curated Content

Pros of Curated Cons of Curated

Curated content is Content: Content:
content created by
• Saves Time and Effort • Doesn't Establish
someone else that you Authority
• Provides Value to
share with your Audience • Risk of Sharing
audience. This could be • Builds Relationships Inaccurate
articles, videos, social • Increases Credibility Information
media posts, or other • Supports Variety • Less Control
relevant information • Fills Content Gaps • Potential Copyright
Issues
from external sources. • Can Dilute Your Brand
Key Takeaways
A balanced content strategy is crucial. Use a mix of both original and curated content.

Original content is essential for building a strong brand identity and establishing authority.

Curated content can supplement your original content, provide value to your audience, and save you
time.

Always give proper credit to the original source when sharing curated content.

Ensure the content you share aligns with your brand values and maintains a consistent tone.
Understanding A/B Testing
A/B testing (also known as split testing) involves comparing two versions of a social media
post (A and B) to see which performs better. You change one element (variable) and
measure its impact on a specific metric.
Sample 5-step social media test
• Decide what you want to test and determine your hypothesis
• Select the type of test: A/B or multivariable
• Determine the duration of the test, the platform you want to
test on and any variables that need to be controlled.
• Execute the test.
• Analyze and share the results
 Key Principles
•Identify a Clear Objective:
•What do you want to achieve? (e.g., increase engagement, drive website clicks,
boost reach)
•Example: Increase the click-through rate (CTR) of a Facebook post.
•Isolate One Variable:
•Change only one element at a time to accurately measure its effect.
•Examples of variables:
•Headline/Caption
•Image/Video
•Call to Action (CTA)
•Posting Time
•Post Length
•Tone of Voice
•Incorrect Example: Changing both the image and the caption.
Key Principles
Create Two Versions (A and B):
• Version A (Control): The original post.
• Version B (Variation): The post with the single changed element.
• Example:
• Version A (Control): Image of a coffee cup with the caption "Start your day
with our delicious coffee!"
• Version B (Variation): Image of a barista making coffee with the caption
"Watch the magic happen! Fresh coffee brewed daily."
 Key Principles

•Define Your Target Audience:

•Ensure both versions are shown to the same audience segment to
avoid bias.
•You can use platform targeting options (e.g., age, interests, location) to
control who sees each version.
•Choose a Relevant Metric:
•Select a metric that aligns with your objective.
•Examples:
•Engagement (likes, comments, shares)
•Click-through rate (CTR)
•Reach
•Conversion rate (e.g., website sign-ups)
 Key Principles

•Determine Sample Size and Duration:

•Ensure a large enough sample size to get statistically
significant results.
•Run the test for a sufficient period (e.g., a few days or a
week) to account for variations in audience behavior.
•Run the Test Simultaneously:
•Show both versions (A and B) at the same time to avoid
external factors (e.g., a news event) influencing the results.
•Most social media platforms have built-in A/B testing tools
(e.g., Facebook Ads Manager).
 Key Principles

•Analyze the Results:

•After the test, compare the performance of Version A and
Version B based on your chosen metric.
•Determine which version performed significantly better.
•Implement the Winner:
•Use the higher-performing version (the "winner") going
forward.
•Iterate and Test Again:
•A/B testing is an ongoing process. Use the results to inform
future tests and continuously improve your social media
strategy.
Case Study: "The A/B Test Showdown"
 Activity:
o Groups analyze two A/B test scenarios for UEF social
media post
o Using mock engagement data, they predict the
winning variant and justify their choice.
 Discussion: "Would the ‘winner’ work for all audiences?
Why or why not?"
What is a Social Media Content Calendar?
A social media content calendar is a schedule of your planned social
media activities, outlining what you'll post, where, and when. It helps
you maintain a consistent online presence, optimize your content
strategy, and manage your time effectively.
 Organization: Keeps all your social media plans in
one place.

Consistency: Ensures regular posting, which is key

to audience engagement.

Why Use a
Content Efficiency: Saves time by planning content in
advance.
Calendar?
Strategy: Helps align your social media activities
with your goals.

Coordination: Facilitates collaboration with team

members (if applicable).
Key Elements of a Content Calendar

•Date: The date the post will be published.

•Day of the Week: The day of the week the post will be published.
•Platform: The social media platform (e.g., Instagram, Facebook, Twitter).
•Time: The scheduled time for the post to go live.
•Content Type: The format of the post (e.g., image, video, story, link).
•Post Topic/Description: A brief description of the post's content.
•Caption/Text: The written text that will accompany the post.
•Visual Asset: A description or file name of the image, video, or other visual element.
•Hashtags: Relevant hashtags to increase reach.
•Call to Action: What you want the audience to do (e.g., "Visit our website," "Comment below").
Steps to Create Your Content Calendar

•Define Your Goals: What do you want to achieve with your social media activity (e.g., increase followers,
drive website traffic, promote an event)?
•Identify Your Target Audience: Who are you trying to reach? What are their interests, behaviors, and
platform preferences?
•Choose Your Platforms: Which social media platforms are most relevant to your goals and target
audience?
•Brainstorm Content Ideas: What kind of content will resonate with your audience and help you achieve
your goals?
•Determine Your Posting Frequency: How often will you post on each platform?
•Schedule Your Content: Map out your posts on a calendar (you can use a spreadsheet, a digital calendar,
or a social media management tool).
•Gather Your Assets: Create or source the visuals and write the captions for your posts.
•Review and Refine: Ensure your calendar aligns with your overall strategy and that your content is
consistent with your brand voice.
 I. Mock Brand Overview: "EcoStride"
• Brand:
Example • EcoStride

Social Media • Product:

• Eco-friendly sneakers made from recycled and
Calendar for sustainable materials.
• Mission:
Mock Eco- • To provide stylish and comfortable footwear while
minimizing environmental impact.
Friendly • Target Audience:
Sneaker • Environmentally conscious consumers (20-40 years
old)

Company • Urban dwellers who value sustainability and style

• Individuals interested in ethical and responsible
fashion
 • Select the most relevant platforms for
EcoStride's target audience. Justify your
choices.
• Example:
• Instagram: High visual appeal, strong for
showcasing product aesthetics and
Platforms lifestyle.
• Facebook: Good for community building,
sharing detailed information, and
reaching a slightly older demographic.
• TikTok: To reach younger audiences with
engaging video content and trends.
Content Mix
• Define the variety of content formats you'll use on each platform.
• Ensure the mix aligns with the platform's strengths and audience preferences.
• Example:
• Instagram:
• High-quality product photoshoots
• Short videos/Reels showcasing sustainability efforts
• Customer testimonials and user-generated content (UGC)
• Stories for behind-the-scenes glimpses and interactive content
• Facebook:
• Detailed posts about materials and manufacturing processes
• Blog post shares about sustainable fashion
• Community spotlights (featuring customers or partners)
• Live Q&A sessions with designers
• TikTok:
• Creative and trendy videos showcasing the sneakers
• Challenges and collaborations with eco-conscious influencers
• Behind-the-scenes glimpses of the brand's personality
• Educational content about sustainable fashion in an engaging way
 •Develop a mix of relevant hashtags to increase reach and
discoverability.
•Include:
•Brand hashtags: #EcoStride, #StrideSustainably
(unique to the brand)
•Product hashtags: #EcoSneakers,
#SustainableShoes, #RecycledFootwear
•Community hashtags: #SustainableFashion,
Hashtag #EthicalFashion, #EcoFriendlyLiving,
#ZeroWasteFashion

Strategy •Location hashtags: #[City]Style, #[Country]Fashion (to

target specific regions)
•Trending hashtags: (related to relevant events or
campaigns)
•Example:
•Instagram post about a new sneaker design:
"Introducing the new EcoStride [Sneaker Name]! Made
with 100% recycled materials for a lighter footprint.
#EcoStride #SustainableShoes #RecycledFootwear
#EthicalFashion #[City]Style"
 •Allocate specific slots in your calendar for
responding to trending topics, news, or
viral moments.
•This allows you to stay relevant and
Flexibility capitalize on organic reach opportunities.
•Example:
Slots for •"[Date]: Flexibility Slot - Monitor
Real-Time trending hashtags related to Earth Day.
Create a post/story related to the
Trends campaign."
•"[Date]: Flexibility Slot - Respond to a
viral TikTok trend related to sustainable
living with a creative video."
A/B Testing
•Integrate A/B testing into your calendar to optimize
content performance.
•Identify elements to test (e.g., captions, visuals, CTAs,
posting times).
•Schedule specific posts for A/B testing and track the
results.
•Example:
•"[Date]: A/B Test (Instagram) - Test different captions
for a product photo:

Version A: ""Step into comfort with our new eco-

friendly sneakers!""
Version B: ""Experience the sustainable
revolution. Shop our new collection!"“

"[Date]: Analyze A/B test results and implement the

winning caption."
 Calendar Structure
Date Day Platform Time Content Type Post Topic Descriptio Caption/Tex Visual Hashtags Call to
of the n t Asset Action
week (image,
video,
etc.)
Practical Exercise: "Build a Content Calendar"
 Task: *"30-Day Plan for a Startup"*
o Groups create a calendar for a mock brand (e.g., eco-friendly sneaker
company) with:
[Link] (Instagram, TikTok, LinkedIn).
[Link] mix (40% original, 30% curated, 30% UGC).
[Link] strategy (branded + trending).
[Link] slots for real-time trends.
o Present to class for feedback.
Optimization Lab: "Fix This Post!"
 Activity:
o Groups revise a low-performing post (provided) using:
 A/B test insights (e.g., shorter captions, brighter
visuals).
 Curation principles (add context/credits).
o Share before/after mockups.
Wrap-up: "Trend-Jacking Challenge"

 Key Takeaways:
o Quality > quantity; data > guesswork.
o Calendars need structure + agility.
 Exit Ticket

"Share one trend you’d leverage for your mock brand next week."
LESSON 7: Data-Driven
Social Media Strategy
 [Link] and track KPIs aligned to
business goals.

Learning [Link] a content audit to

identify high-performing
Objectives patterns.

[Link] insights to iteratively refine

content strategy.
Warm-up: "KPI Matching Game"

 Activity:
o Groups match business goals (e.g., brand
awareness, sales) to KPIs (e.g., reach,
conversions).
o Discuss: "Why wouldn’t ‘likes’ matter for a sales-
driven campaign?"
Warm-up: "KPI Matching Game"
• Part 1: Business Goals • Part 2: KPIs
• Increase Brand Awareness • Reach
• Drive Website Traffic • Impressions
• Generate Leads • Follower Growth
• Increase Sales • Website Traffic (Clicks)
• Improve Customer Satisfaction • Click-Through Rate (CTR)
• Build a Loyal Community • Conversion Rate
• Cost Per Lead (CPL)
• Customer Lifetime Value (CLTV)
• Engagement Rate (Likes, Comments,
Shares)
• Net Promoter Score (NPS)
• Customer Satisfaction Score (CSAT)
• Brand Mentions
• Share of Voice
Understanding the Business Goals and KPIs
Business Goals: These are the • Key Performance Indicators
overarching objectives a (KPIs): These are specific,
business wants to achieve. measurable metrics that indicate
Examples include: how effectively a business is
• Increasing sales achieving its business goals. KPIs
are the numbers that show if
• Boosting brand awareness your social media efforts are
• Improving customer satisfaction working.
• Generating leads
The Importance of Alignment
The most important thing is that your KPIs align with your business
goals. Every social media activity should ultimately contribute to one
or more business goals.
• Example:
• Business Goal: Increase Sales
• Relevant KPIs:
• Conversion Rate (percentage of social media users who make a purchase)
• Website Traffic from Social Media (number of visits to the website from social media
platforms)
• Return on Ad Spend (ROAS) (for paid campaigns)
 How to Define KPIs

1 2 3 4
a. Start with Business Goals: b. Identify Social Media c. Choose Specific Metrics: d. Set Targets: Define
Identify the specific goals the Objectives: Determine what Select the most relevant specific, measurable,
business wants to achieve social media needs to do to metrics that will measure the achievable, relevant, and
(e.g., "Increase brand support those goals (e.g., success of your social media time-bound (SMART) targets
awareness among Gen Z"). "Increase reach and objectives (e.g., "Reach," for your KPIs (e.g., "Increase
engagement on platforms "Engagement Rate," Instagram reach by 20% in
popular with Gen Z"). "Follower Growth"). the next quarter").
 Examples of KPIs Aligned with Business Goals
Business Goal Social Media Objective KPIs
Increase visibility and recognition of Reach, Impressions, Brand Mentions,
Increase Brand Awareness
the brand on social media. Share of Voice, Follower Growth
Drive users from social media platforms Website Traffic (Clicks), Click-Through
Drive Website Traffic
to the company website. Rate (CTR)
Collect information from potential Cost Per Lead (CPL), Lead Conversion
Generate Leads
customers to build a sales pipeline. Rate
Conversion Rate, Sales Revenue from
Drive online or offline sales through
Increase Sales Social Media, Return on Ad Spend
social media marketing.
(ROAS), Customer Lifetime Value (CLTV)
Enhance customer experience and Customer Satisfaction Score (CSAT), Net
Improve Customer Satisfaction build positive relationships on social Promoter Score (NPS), Response Time,
media. Resolution Rate, Sentiment Analysis
Engagement Rate (Likes, Comments,
Foster a sense of belonging and
Shares, Saves), Active Followers,
Build a Loyal Community encourage interaction among
Community Growth Rate, User-
customers.
Generated Content (UGC)
 Platform Analytics: Facebook Insights,
Instagram Insights, Twitter Analytics, etc. (built-
in tools)
Social Media Management Platforms:
Hootsuite, Buffer, Sprout Social (provide more
Tools for comprehensive analytics)
Tracking KPIs Web Analytics Tools: Google Analytics (tracks
website traffic from social media)

Spreadsheets: Google Sheets, Excel (for

manual tracking and reporting)
Case Study: "Decoding the Data"
 Activity:
o Analyze anonymized analytics from 3 posts
o Groups hypothesize why each performed differently using the content
audit framework.
Post 1: Video Ad on Post 2: Blog Link on Post 3: Image Post on
Platform A Platform B Platform C
Objective: Brand Awareness Objective: Drive Website Objective: Increase
Format: Video Ad Traffic Engagement
Reach: 150,000 Format: Link Post (to blog Format: Image Post
Impressions: 200,000 article) Reach: 25,000
Likes: 500 Reach: 10,000 Impressions: 30,000
Comments: 50 Impressions: 12,000 Likes: 1,000
Shares: 20 Likes: 200 Comments: 100
Clicks: 100 Comments: 30 Shares: 50
CTR: 0.05% Shares: 40 Clicks: 200
Engagement Rate: 0.3% Clicks: 2,000 CTR: 0.67%
Spend: $500 CTR: 16.67% Engagement Rate: 4.5%
Engagement Rate: 2.25% Spend: $200
Spend: $100
What is Content Strategy?
• A content strategy is your plan for creating and distributing valuable,
relevant, and consistent content to attract and retain a clearly defined
audience — and, ultimately, to drive profitable customer action.
Define Your Metrics
• Identify the KPIs that are most important to your goals. For example,
if your goal is to increase brand awareness, you might focus on reach
and impressions. If your goal is to drive sales, you might look at click-
through rates and conversion rates.
The Iterative Refinement Process
• This means that refining your content strategy isn't a one-time thing;
it's a cyclical process. It involves several steps that you repeat
continuously:
• Gathering Data
• Analyzing Data
• Generating Insights
• Implementing Changes
• Measuring Results
• Repeating the Cycle
Gathering Data
•Reach: How many people saw your content.
•Impressions: How many times your content was displayed.
•Engagement: Likes, comments, shares, saves, and other
interactions.
•Click-Through Rate (CTR): The percentage of people who
clicked on a link in your post.
•Conversion Rate: The percentage of people who
completed a desired action (e.g., purchase, sign-up) after
clicking a link.
•Audience Demographics: Age, gender, location, interests
of your audience.
•Time of Day/Day of Week: When your audience is most
active.
Gather Your Data

Platform Analytics: Use the built-in

Social Media Management Platforms: If
analytics tools of each platform (Facebook
you use platforms like Hootsuite, Buffer, or
Insights, Instagram Insights, Twitter
Sprout Social, they often provide more in-
Analytics, etc.) to collect data on your past
depth analytics across multiple platforms.
posts.

Spreadsheets: Organize your data in a

spreadsheet (Google Sheets or Excel) for
Web Analytics Tools: Use Google Analytics
easier analysis. Include metrics like reach,
to see how social media activity drives
engagement (likes, comments, shares,
traffic to your website.
saves), click-through rates, and
conversions.
 Analyzing Data
•Which types of content are performing best?
(e.g., videos, images, stories)
•Which topics are resonating with my audience?
•What is the optimal posting time for each
platform?
•How is my audience responding to my brand's
voice and tone?
•Are my calls to action effective?
•How does paid content compare to organic
content?
Generating Insights

•Insights are the "so what?" of your analysis. They're the meaningful
conclusions you draw from the data.
•For example:
•Data: "Videos get 2x more shares than images on Instagram."
•Insight: "Our audience on Instagram prefers dynamic, visual
content. We should increase our video production for this platform."
 Identify High-Performing Patterns

Based on your analysis, pinpoint the characteristics of your most

successful content. These are your high-performing patterns.

For example, you might find that:

• Videos under 60 seconds get the highest engagement on Instagram.

• Posts about a specific topic generate the most shares on Facebook.
• Using a particular call to action results in the best click-through rates on Twitter.
Implementing Changes

•Based on your insights, make adjustments to your content strategy. This is where you put
your ideas into action.
•Examples of changes:
•Change the type of content you create (e.g., shift from images to videos).
•Adjust your posting schedule.
•Experiment with different headlines or captions.
•Refine your brand's tone of voice.
•Try new calls to action.
•Target different audience segments.
Measuring Results

•After you implement changes, it's crucial to track the results. Did the
changes have the desired effect?
•Continue to monitor the same KPIs you were tracking before to see if
there's any improvement.
Repeating the Cycle

•The process doesn't end here. Social media is constantly evolving, so

you need to repeat this cycle continuously.
•Keep gathering data, analyzing it, generating insights, and refining your
strategy. This ongoing process of optimization is what leads to long-term
success.
Practical Exercise: "Content Audit Lab"
 Task: "Diagnose This Feed"
o Groups evaluate a 1-month content calendar (provided) with mock
metrics to:
[Link] content by type/pillar.
[Link] top 3 trends (e.g., "How-to videos drive 2x more shares").
[Link] 1 strategy change (e.g., "Increase video frequency to
3x/week").
o Present findings in a 3-minute "data story."
• Link to data:
Optimization Simulation: "A/B Test Sprint"
 Activity:
o Given A/B test results (e.g., emoji vs. no-emoji captions),
groups:
[Link] winning variant.
[Link] broader insights (e.g., "Casual tone works
better for Gen Z").
 Discussion: "When might the ‘loser’ variant still be useful?"
Example A/B Testing
Scenario and Results

•Platform: Instagram
•Objective: Increase engagement (likes and
comments)
•Variable Tested: Caption style
•Target Audience: Gen Z (18-24 years old)
•Post: Image of a new product
 Variant A (Caption with Variant B (Caption
Metric
emojis) without emojis)
Reach 20,000 19,500
Likes 1,500 1,200
Comments 150 100
Shares 50 40
Engagement Rate 8.5% 6.9%
CTR 1.0% 0.8%
Which variant performed better? Identify the winning variant and explain why based on the
metrics.

What does the data suggest about the impact of emojis on engagement for this audience?

Extrapolate a broader insight about Gen Z's communication preferences on social media based
on these results.

How could this insight be applied to future Instagram content for this brand? Provide specific
examples.

Are there any limitations to this A/B test? How could the test be improved in the future?

Beyond captions, what other elements of an Instagram post could be A/B tested to further
refine the content strategy for this audience?
• [Link]
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Wrap-up: "Strategy Iteration Workshop"
 Activity:
o Groups apply their audit insights to revise a sample content strategy.
o Share 1 key change (e.g., "Shift from inspirational quotes to tutorial
videos").

 Key Takeaways:
o Data > Guesswork. Track, audit, refine—repeat.
o Balance trends with brand consistency.
• [Link]
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 Exit Ticket

"Which KPI will you prioritize for your next post?"

LESSON 8: Measuring What
Matters - The AMEC
Framework for Social Media
Evaluation
Learning Objectives
1. Apply the 7-step AMEC
Framework to evaluate social
media campaigns.
2. Distinguish between outputs,
out-takes, outcomes, and
impact.
3. Create SMART objectives and
align metrics with organizational
goals.
Warm-up: "Metric or Impact?" Sorting Game
 Activity:
o Groups sort cards with terms (e.g., "1M impressions", "20%
sales increase", "survey shows improved brand trust") into:
 Outputs (what you did)
 Out-takes (initial audience reaction)
 Outcomes (attitude/behavior change)
 Impact (organizational result)
 Survey shows 80%
500 social media 10,000 new
1M impressions 20% sales increase improved brand
posts created followers
trust

15% increase in
2,000 website clicks 5 influencer 300 brand 10% increase in
customer
from social media collaborations mentions market share
satisfaction score

Average
5,000 leads 25% increase in 10 blog posts Cost per acquisition
engagement rate of
generated positive sentiment published decreased by 10%
5%

75% of customers
500 shares of a 3 new partnerships say the brand is
specific video formed "helpful" after the
campaign
What is the AMEC Framework?
• AMEC stands for the International Association for Measurement and
Evaluation of Communication. They've developed a widely recognized
framework for evaluating communication campaigns, including those
on social media. The AMEC Framework provides a comprehensive,
step-by-step process to ensure your evaluations are rigorous,
consistent, and meaningful.
Why is the AMEC Framework Important?

Provides Structure: It offers a clear, logical process for evaluation.

Ensures Consistency: It promotes standardized measurement across different

campaigns and organizations.

Focuses on Outcomes: It emphasizes measuring the impact of your campaigns on

business objectives, not just vanity metrics.

Drives Improvement: It helps you identify what's working and what's not,
allowing you to optimize future campaigns.
The 7 Steps of the AMEC Framework
• Step 1: Setting Objectives
• Step 2: Identifying Outputs
• Step 3: Identifying Outtakes
• Step 4: Identifying Outcomes
• Step 5: Identifying Impact
• Step 6: Data Sources
• Step 7: Analysis, Reporting, and Learning
 •This is the foundation of any evaluation. You must clearly
define what you want to achieve with your social media
campaign before you launch it.
•Objectives should be SMART:
•Specific: What exactly do you want to achieve?
Step 1: •Measurable: How will you measure success?
•Achievable: Are your objectives realistic?
Setting •Relevant: Do your objectives align with your overall
business goals?
Objectives •Time-bound: When do you want to achieve your
objectives?
•Example:
•Business Goal: Increase sales of our new product.
•Social Media Campaign Objective: Drive 10% of online
sales for the new product within the first month of
launch.
 •Outputs are the activities and content you
produce as part of your campaign.
•Examples:
Step 2: •Number of social media posts created

Identifying •Number of videos produced

•Number of influencer collaborations
Outputs •Number of blog posts published
•Outputs are what you do, not what you
achieve. They are important for tracking
your activity, but they don't tell you about
the impact of your campaign.
 •Outtakes are what your audience does as
a result of seeing your content.
•Examples:
•Reach: How many people saw your content.
•Impressions: How many times your content
Step 3: was displayed.
Identifying •Engagement: Likes, comments, shares,
saves.
Outtakes •Website traffic: Clicks on links in your posts.
•Mentions: How many times your brand was
mentioned.
•Outtakes show that your audience is
paying attention, but they don't necessarily
indicate a change in behavior or attitude.
 •Outcomes are the changes in your
audience's behavior, attitude, or
awareness that result from your
campaign.
Step 4: •Examples:
Identifying •Increased brand awareness
•Improved brand perception
Outcomes •Increased customer satisfaction
•Increased purchase intent
•Outcomes are closer to your business
objectives. They show that your campaign
is having a real impact.
 •Impact is the ultimate effect of your
campaign on your business goals.
•Examples:
Step 5: •Increased sales revenue
•Increased market share
Identifying •Increased customer loyalty

Impact •Improved return on investment (ROI)

•Impact is the "so what?" of your
evaluation. It shows how your social
media campaign contributed to the bottom
line.
 •Identify where you will get the data to
measure your outputs, outtakes,
outcomes, and impact.
•Examples:
•Social media platform analytics (Facebook
Step 6: Data Insights, etc.)
Sources •Web analytics (Google Analytics)
•Surveys
•Sales data
•Customer relationship management (CRM)
systems
 •This is where you analyze your data,
report your findings, and draw
conclusions.
Step 7: •Key activities:
Analysis, •Compare your results to your objectives.
•Identify what worked well and what didn't.
Reporting, •Explain why certain aspects of your
campaign were more effective than others.
and Learning •Provide recommendations for future
campaigns.
•This step is crucial for continuous
improvement.
 •Business Goal: Increase sales of our new
product.
Example •Social Media Campaign Objective: Drive
10% of online sales for the new product
within the first month of launch.
 •Objectives: (Already defined)
•Outputs: Number of Instagram posts, number of
Facebook ads, number of influencer collaborations.
•Outtakes: Reach, impressions, engagement, clicks
to the product page.
•Outcomes: Increase in website traffic to the product
The AMEC page, increase in product page views.
•Impact: 12% of online sales driven by the social
Framework media campaign (exceeded objective).
•Data Sources: Instagram Insights, Facebook Ads
Manager, Google Analytics, e-commerce platform
sales data.
•Analysis, Reporting, and Learning: The campaign
was successful in driving sales, particularly through
influencer collaborations. We should invest more in
influencer marketing in future campaigns.
Case Study: "AMEC in Action"
 Activity:
o Analyze a campaign (e.g., Dove’s #RealBeauty) using the AMEC Framework:
1. Objectives: "Increase brand trust among women by 15% in 6 months" (SMART).
2. Inputs: Audience research on body image concerns.
3. Activities: UGC campaign across PESO channels.
4. Outputs: 500K posts with #RealBeauty.
5. Out-takes: 70% positive sentiment in comments.
6. Outcomes: Survey shows 12% trust increase.
7. Impact: 10% sales lift in target demographic.
 Discussion: "Which step is hardest to measure? Why?"
• [Link]
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Practical Exercise: "Build Your AMEC Plan"
 Task: "Evaluate a Student Recruitment Campaign"
o Groups work through each AMEC component for a university’s Instagram campaign:
1. Objectives: "Increase applications by 25% this semester."
2. Inputs: Audience = high school seniors; Budget = $5K.
3. Activities: Student takeovers, virtual tours.
4. Outputs: Track posts, reach, engagement.
5. Out-takes: Polls to gauge interest.
6. Outcomes: Application form clicks.
7. Impact: Final application numbers.
o Present as a 2-minute "AMEC Story."
Role-Play: "Prove Your Worth"
 Activity:
o Groups role-play as agencies defending their AMEC
evaluation to a skeptical CFO.
o Must justify budget by linking impact (e.g., enrollment
growth) to activities (e.g., TikTok ads).
• [Link]
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Wrap-up: "AMEC Speed Dating"
 Activity:
o Students pair up to share one "Aha!" moment about
measurement.
 Key Takeaways:
o AMEC moves beyond vanity metrics to show strategic value.
o Start with impact in mind when planning.
 Exit Ticket

"Which AMEC component will you prioritize in your next project?"

 LESSON 9: From Data to
Decisions - AMEC Framework
& Campaign Reporting
Learning Objectives

1. Apply the AMEC Framework to evaluate

campaign performance holistically.
2. Create actionable reports that link metrics to
business goals.
3. Develop a continuous learning cycle for
campaign optimization.
Warm-up: "AMEC Puzzle Challenge"
 Activity:
o Groups assemble a jumbled AMEC framework (cards
with components, descriptions, and examples).
o Race to correctly match:
 Component - Description – Example
 Objectives Inputs Outputs Outtakes Outcomes

What the campaign The resources that What the campaign

Impact Evaluation
aims to achieve are put into the plan produces

The audience's Changes in audience The ultimate effect Analysis, reporting,

Audience research,
immediate reaction awareness, attitude, of the campaign on and learning from
budget, staff
to the outputs or behavior the business goals the campaign

Number of social
Reach, impressions, Increase brand Increase sales by
media posts, press Surveys, focus groups
engagement awareness by 15% 10%, ROI
releases

Lessons learned,
recommendations
for future campaigns
What are Vanity Metrics?
• Vanity metrics are metrics that look good on the surface but don't
necessarily indicate meaningful business results. They often focus on
easily quantifiable numbers that can be inflated or manipulated.
Characteristics of Vanity Metrics

•High numbers: They tend to be large and impressive-sounding.

•Easy to track: They are often readily available in social media analytics
dashboards.
•Lack context: They don't tell the whole story or explain why something
is happening.
•Poor correlation to business goals: They don't directly link to key
objectives like sales, revenue, or customer retention.
•Can be misleading: They might give a false sense of success.
Examples of Vanity Metrics

•Follower count: A large number of followers doesn't guarantee engagement or sales.

You could have many inactive or fake followers.
•Likes: A high number of likes on a post doesn't mean people are interested in your
product or service. They might just like the image or the caption superficially.
•Impressions: A high number of impressions means your content was displayed, but it
doesn't mean people actually saw it or paid attention.
•Reach: Similar to impressions, a large reach doesn't guarantee engagement or action.
•Page views: High website page views from social media don't tell you if visitors are
converting into customers.
What are Metrics with Strategic Value?
• Metrics with strategic value, on the other hand, are metrics that
directly relate to your business goals and provide insights into the
effectiveness of your social media strategy. They demonstrate the real
impact of your efforts.
Characteristics of Metrics with Strategic
Value

•Alignment with business goals: They directly measure progress towards specific
objectives.
•Actionable insights: They provide information that can be used to improve your strategy.
•Contextual: They provide a deeper understanding of audience behavior and campaign
performance.
•Focus on outcomes: They measure changes in audience behavior, attitudes, or
awareness.
•Show ROI: They can be used to demonstrate the return on investment of your social
media activities.
Examples of Metrics with Strategic Value
•Conversion rate: The percentage of social media users who complete a desired action (e.g.,
purchase, sign-up, download).
•Click-through rate (CTR): The percentage of people who click on a link in your social media post.
•Cost per lead (CPL): The cost of acquiring a new lead through social media.
•Customer lifetime value (CLTV): The predicted total revenue a business can expect from a single
customer.
•Engagement rate (relative to reach): Measures the quality of engagement by considering the
percentage of people who actually saw the post.
•Return on ad spend (ROAS): Measures the revenue generated for every dollar spent on social
media advertising.
•Sentiment analysis: Measures the overall tone of social media conversations about your brand
(positive, negative, neutral).
•Brand mentions (with context): Measures not just the volume of mentions, but also where and how
your brand is being discussed.
The Key Difference
• The key difference is that vanity metrics make you feel good, while
metrics with strategic value make you do good.
 How to Shift from Vanity Metrics to Strategic
Value
•Start with your business goals: What are you trying to achieve? (e.g., increase sales,
generate leads, improve customer satisfaction).
•Identify your target audience: Who are you trying to reach?
•Choose the right platforms: Which platforms are most effective for reaching your target
audience and achieving your goals?
•Define your KPIs: Select the specific, measurable, achievable, relevant, and time-bound
(SMART) metrics that will track your progress toward your goals.
•Use the right tools: Employ analytics tools that provide meaningful data and insights.
•Focus on the customer journey: Track how social media contributes to the customer
journey, from awareness to purchase and beyond.
•Analyze and report on what matters: Focus your reporting on the metrics that demonstrate
the impact of your social media activities on business outcomes.
Case Study: "AMEC Report Card"
 Activity:
o Analyze Airbnb’s #WeAccept campaign using the provided
AMEC table.
o Groups grade each component (A-F) and justify:
 "Why did ‘Out-takes’ score higher than ‘Outputs’?"
 "What long-term impact metrics were missing?"
 Discussion: Vanity metrics vs. strategic value.
• [Link]
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 Executive Summary

Objectives Review
Elements of
Performance Analysis
an effective
campaign Visual Data Presentation
report
Strategic Insights

Recommendations
Executive Summary

o Brief overview of
campaign performance
o Key achievements against
objectives
o Most significant insights
o Major recommendations
Objectives Review

• Restate original objectives (both

organizational and
communication)
• Explain measurement
methodology
• Present results against each
objective
Performance Analysis

• Detailed breakdown of
metrics across each AMEC
component
• Analysis of strengths and
weaknesses
• Identification of unexpected
results or trends
Visual Data
Presentation

• Data visualizations showing

performance trends
• Platform-specific dashboards
• Engagement metrics across
different content types
Strategic Insights

• Analysis of what worked and

why
• Content performance
patterns
• Audience behavior insights
• Platform-specific learnings
Recommendations

• Tactical adjustments for future

campaigns
• Content strategy refinements
• Resource allocation
suggestions
• Long-term strategic
considerations
Practical Exercise: "Build
Your AMEC Report"

 Task: "From Data to Storytelling"

o Groups create a one-page executive
summary for La Vie’s campaign using:
1. Visualizations (e.g., bar chart
comparing objectives vs. results).
2. Key insights (e.g., "Event drove 143K
social discussions").
3. Recommendations (e.g., "Scale KOL
partnerships").

Present reports in a "Shark Tank" format (peers

vote on clarity/impact).
• [Link]
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 Role-Play: "Stakeholder
Report Back"
 Activity:
o Form Groups of 3–5 students.
o Each group role-plays as a media agency presenting
the results of Airbnb’s #WeAccept campaign
o .Each group presents three mini-pitches — one per
stakeholder — focusing on the most relevant AMEC
components.
 CFO (focus: ROI, budget justification).
 CMO (focus: brand sentiment, awareness).
 NGO Partner (focus: social impact).
 CFO (Chief Financial Officer)
Highlight these AMEC components:
• Outputs: Super Bowl reach, website traffic, engagement metrics
• Outcomes: Volunteer sign-ups as indicators of conversion
• Impact: Donations raised and community value as indirect ROI
Questions CFO may ask:
• How did our spend translate to tangible results?
• What is the cost-benefit of Super Bowl ad spend?
 CMO (Chief Marketing Officer)
Highlight these AMEC components:
• Communication Objectives: Awareness goals
• Out-takes: Sentiment, message recall, social engagement
• Outcomes: Attitude change toward Airbnb and behavioral intent
Questions CMO may ask:
• Did people feel more positively about the brand?
• How did we perform across social and earned media?
 NGO Partner (e.g., IRC)
Highlight these AMEC components:
• Organizational Objectives: Promote acceptance
• Out-takes: Understanding of social issues
• Impact: Volunteer sign-ups, donations, strengthened advocacy
relationships
Questions NGO may ask:
• Did the campaign advance the social cause?
• Were there real-world outcomes beyond impressions?
 Debrief & Reflection
After all groups present, discuss:
• How did your messaging change by stakeholder?
• Which AMEC components were most powerful in each case?
• How do we balance business, brand, and social values in campaigns?
Wrap-up: "Future-Proof Your Strategy"
 Activity:
o Students share one lesson from today to apply to
their next campaign.
 Key Takeaways:
o Reports must connect metrics to objectives.
o Reflection turns data into competitive advantage.
 Exit Ticket

"Which AMEC component will you track more closely?"

 LESSON 10: Mastering
Interactive Communication
& Live Streaming
 Compare interactive
communication tools and their
use cases.

Learning Design an engaging live stream

strategy with real-time
Objectives engagement tactics.

Practice on-camera
interaction through simulated
live scenarios.
Warm-up: "Tool Match-Up"
 Activity:
o Groups match communication tools (e.g.,
TikTok Duets, LinkedIn Live, Zoom whiteboards)
to use cases (e.g., product launch, team
brainstorming, customer support).
o Debate: "When would a pre-recorded video
outperform live streaming?"
 Instagram Zoom
TikTok Duets LinkedIn Live
Stories Whiteboards

Discord YouTube Email

Twitter Spaces
Channels Premieres Newsletters

Interactive AR Filters
Quizzes (e.g., (e.g., on
Kahoot) Snapchat)
 Team Providing Building
Launching a
brainstorming customer community
new product
session support among fans

Sharing behind- Creating Distributing

Hosting a live
the-scenes interactive company news
Q&A session
content tutorials and updates

Encouraging
Gathering real-
user-generated
time feedback
content
 Debate - Pre-Recorded vs. Live Video
[Link] sides: one to argue for the benefits of pre-recorded video, and the other for live
streaming.
[Link] side prepares their arguments, citing examples and evidence.
[Link] a structured debate, with opening statements, rebuttals, and closing
statements.
[Link] various factors, including:
• Production quality
• Audience engagement
• Cost and resources
• Flexibility and control
• Authenticity and spontaneity
• Purpose of the content
[Link] class (or a panel of judges) can vote on the winning side
What are Interactive Communication Tools?
Interactive communication tools are digital platforms and technologies
that enable users to actively participate in the communication process,
rather than passively receiving information. They facilitate two-way or
multi-way communication, allowing for real-time feedback,
collaboration, and engagement.
Why is Interactive Communication
Important?

•Increased Engagement: Interactive tools capture and hold audience attention more
effectively than traditional one-way communication.
•Enhanced Participation: They empower users to contribute their own content, ideas, and
opinions.
•Deeper Connection: They foster a sense of community and build stronger relationships
between brands and audiences.
•Real-time Feedback: They provide immediate insights into audience preferences and
opinions.
•Personalized Experiences: They allow for tailored content and interactions based on
user input.
TikTok
•Interactive Features: Duets, Reactions,
Live Q&A, Polls, Challenges, AR Filters.
•Use Cases: User-generated content
campaigns, brand challenges, influencer
collaborations, live events, interactive
tutorials, product demonstrations.
•Best For: Reaching Gen Z, creating
viral content, fostering creativity, and
driving participation.
Instagram
•Interactive Features: Stories (Polls,
Questions, Quizzes, Countdown), Live,
Reels (Remix), Direct Messages,
Comments.
•Use Cases: Behind-the-scenes content,
Q&A sessions, contests, interactive
stories, live events, product reveals,
influencer marketing.
•Best For: Visual storytelling, building
community, gathering feedback, and
driving engagement.
Facebook
•Interactive Features: Live, Polls,
Comments, Groups, Reactions.
•Use Cases: Live events,
community building, customer
support, Q&A sessions,
discussions, and sharing news.
•Best For: Reaching a broad
audience, fostering community, and
facilitating discussions.
Twitter
•Interactive Features: Polls, Spaces,
Replies, Retweets with comments.
•Use Cases: Live discussions, Q&A
sessions, sharing news, gathering real-
time feedback, and engaging in
conversations.
•Best For: Real-time conversations,
sharing news, and public discussions.
LinkedIn
•Interactive Features: Live, Polls,
Articles, Comments.
•Use Cases: Professional
networking, industry discussions,
thought leadership, and recruitment.
•Best For: Business professionals.
Video Conferencing Platforms
Zoom:
• Interactive Features: Breakout Rooms,
Chat, Polls, Whiteboards, Screen Sharing,
Reactions.
• Use Cases: Webinars, online workshops,
team meetings, virtual events, and online
courses.
• Best For: Professional communication,
education, and collaboration.
Community Forums and Messaging Apps
Discord:
• Interactive Features: Channels (text and
voice), Roles, Bots, Live Streaming, Screen
Sharing.
• Use Cases: Building online communities,
fan engagement, gaming communities, and
online learning.
• Best For: Creating niche communities,
fostering real-time interaction, and building
strong relationships.
Interactive Quizzes (e.g., Kahoot, Typeform)
•Interactive Features: Multiple-
choice questions, polls, surveys,
scoring, and gamification.
•Use Cases: Educational content,
audience engagement, lead
generation, and interactive
presentations.
•Best For: Education, training, and
audience engagement.
Augmented •Interactive Features: Facial tracking, 3D effects, and
interactive elements.
Reality (AR) Tools •Use Cases: Brand promotion, product try-ons, interactive
storytelling, and entertainment.
•Best For: Creating engaging and shareable content.
Choosing the Right Tool
•Target Audience: Where is your audience most active?
•Campaign Objectives: What do you want to achieve? (e.g.,
brand awareness, lead generation, community building)
•Content Format: What type of content are you creating? (e.g.,
video, text, interactive experience)
•Budget and Resources: What tools and platforms can you
afford and manage?
•Desired Level of Interaction: How much interaction do you
want to facilitate?
Case Study: "Live Stream Breakdown"
 Activity:
o Analyze a viral live stream
o Groups identify:
 Interactive elements (polls, Q&A, gamification).
 Trust-building tactics (authenticity, BTS content).
 Missed opportunities (e.g., unused chat features).
 Discussion: "How does live streaming differ from pre-recorded content in
building trust?"
 Attention Span: Online audiences have short attention
spans. If your live stream isn't engaging, viewers will
quickly click away.

Real-time Interaction: Live streaming's unique value is

Why is the real-time interaction. High engagement maximizes
this value.
Engagement
Crucial in
Community Building: Engaged viewers are more likely
to become loyal fans and active community members.

Live Algorithm Boost: Social media platforms often reward

Streaming? live streams with high engagement by showing them to

more users.

Achieving Objectives: Whether your goal is to promote

a product, build brand awareness, or educate your
audience, engagement is key to achieving it.
Engagement Tactics for Live Streaming

3. Post-Live
1. Pre-Live 2. During the
Stream
Promotion Live Stream
Engagement
1. Pre-Live Promotion

Tease the Content: Before going live, create buzz by sharing snippets, behind-the-scenes
glimpses, or countdowns on your social media channels.

Set Expectations: Clearly communicate what viewers can expect from the live stream (e.g., Q&A,
product demo, performance).

Promote Across Platforms: Share the live stream schedule on all your relevant social media
platforms, email newsletters, and website.

Use Engaging Visuals: Create eye-catching graphics or short video promos to announce your live
stream.

Collaborate with Others: Partner with influencers, other brands, or guest speakers to cross-
promote the live stream to a wider audience.
2. During the Live •Start Strong: Capture attention within the first few
Stream seconds with a compelling hook, a clear introduction, and
a preview of what's to come.
•Welcome Viewers: Acknowledge viewers as they join
the live stream. Use their names if possible to create a
personal connection.
•Encourage Comments and Questions: Explicitly ask
viewers to participate by asking questions, sharing their
opinions, and leaving comments.
•Respond to Comments in Real-Time: Actively monitor
and respond to comments and questions throughout the
live stream. This is crucial for creating a sense of
interaction and making viewers feel heard.
•Use Polls and Quizzes: Incorporate interactive polls and
quizzes to gather feedback, test knowledge, and make the
live stream more dynamic.
 •Run Q&A Sessions: Dedicate specific segments of the live
stream to answering viewer questions. This provides
2. During the Live valuable information and makes viewers feel involved.
Stream •Offer Exclusive Content or Offers: Provide viewers with
exclusive content, discounts, or behind-the-scenes access
that they can only get by watching the live stream.
•Introduce Guest Speakers or Collaborators: Bring in
guests to add variety, expertise, and a fresh perspective to
the live stream.
•Create Interactive Games or Challenges: Incorporate
games, challenges, or contests that viewers can participate
in during the live stream.
•Use Visual Aids and Demonstrations: Keep the live
stream visually engaging with high-quality video, graphics,
and demonstrations.
•Maintain Energy and Enthusiasm: Your energy and
enthusiasm are contagious. Be passionate about your topic
and keep the live stream lively and engaging.
•Call to Action (CTA): Clearly state what you want viewers
to do after the live stream (e.g., visit your website, follow your
page, purchase a product).
3. Post-Live Stream Engagement

Thank Viewers: Express your gratitude to viewers for tuning in and participating in the live stream.

Share Highlights: Share key moments or highlights from the live stream on your social media channels to reach those
who missed it.

Respond to Remaining Comments: Continue to engage with viewers by responding to any comments or questions
you didn't get to during the live stream.

Analyze Performance: Review the analytics of your live stream (e.g., viewership, engagement rate, comments) to
identify what worked well and what can be improved.

Create a Recap: Consider creating a blog post or short video recap of the live stream

Promote Future Live Streams: Use the momentum from the current live stream to promote upcoming ones.
 Platform-Specific Tactics

1 2 3 4
Instagram Live: Use Facebook Live: Use live YouTube Live: Enable TikTok Live: Use live
the question sticker, go polls, invite viewers to live chat, use Super gifts, go live with other
live with a friend, use co-host, promote the Chat for monetization, creators, respond to
filters and effects. live stream in relevant create a custom comments quickly.
groups. thumbnail.
Practical Exercise: "Plan Your Live Stream"
 Task: "Go Live in 10 Minutes!"
o Groups design a 15-minute live stream for a mock brand (e.g., eco-
friendly skincare startup) with:
[Link] (sales, education, community-building).
[Link] (TikTok Live, Instagram, Zoom).
3.3+ engagement tactics (e.g., live poll, guest cameo, challenge).
[Link] plan (tech issues, trolls).
o Pitch their plan via a 1-minute teaser clip (recorded on phones).
Role-Play: "Live Stream Simulation"
 Activity:
o Groups rotate roles: Host, Viewer (asking questions), Moderator (chat
management).
o Simulate a 5-minute live stream using:
 Q&A: "What’s your biggest skincare concern?"
 Poll: "Which product should we demo next?"
 Challenge: "Show us your morning routine in the comments!"
o Peer feedback on engagement, clarity, and energy.
 The Three Key Roles

HOST VIEWER MODERATOR

1. Host
• The host is the central figure of
the live stream. They are the
person (or people) on camera,
leading the discussion, presenting
the content, and interacting with
the audience.
Qualities of a Good Host

Knowledgeable: The host should be knowledgeable about the topic of the live stream.

Articulate: The host should be able to communicate clearly and effectively.

Engaging: The host should be charismatic, energetic, and able to connect with the audience.

Adaptable: The host should be able to think on their feet and adapt to unexpected situations or
technical difficulties.

Comfortable on Camera: The host should be comfortable being on camera and speaking to an
audience.
2. Viewer
• Viewers are the people who
watch the live stream. They are
the reason the live stream exists.
Types of Viewers

Active Viewers: These viewers actively participate by commenting,

asking questions, and engaging with the host and other viewers.

Passive Viewers: These viewers primarily watch and listen without

actively participating.

Lurkers: These viewers watch the live stream but rarely or never
interact.
3. Moderator
• The moderator is responsible for
managing the live stream's chat
and ensuring a positive and
productive environment.
Responsibilities of the Moderator

Managing the Chat: The moderator monitors the chat, keeping it organized and on topic.

Responding to Comments: The moderator may respond to viewer comments, especially if the host is busy presenting.

Answering Questions: The moderator can answer general questions about the live stream or the topic.

Filtering and Removing Inappropriate Content: The moderator is responsible for filtering out spam, abusive language, and other
inappropriate content.

Enforcing Guidelines: The moderator enforces the live stream's community guidelines or rules.

Highlighting Important Comments: The moderator may highlight important questions or comments for the host to address.

Keeping the Chat Engaging: The moderator can help keep the chat engaging by asking questions, starting discussions, and encouraging
participation.
Wrap-up: "Lessons from the Live Lounge"
 Activity:
o Students share one tactic they’ll steal from peers’
simulations.
 Key Takeaways:
o Live streaming = preparation + spontaneity.
o Authenticity beats over-produced content.
 Exit Ticket

"Which interactive tool will you explore further?"

LESSON 11 (Online Version):
Live Streaming Showdown –
Platform Strategy &
Monetization
Learning Objectives

Compare Facebook Live, TikTok Live, YouTube Live, and Twitch for
Compare business use.

Design Design a platform-specific live strategy with monetization tactics.

Analyze live stream performance using real-world Vietnamese case

Analyze studies.
Warm-up: "Platform Personality Quiz"
 Activity:
o Students take a quiz to match their brand/goals to the ideal platform:
 "You’re a Hanoi street food vendor. Which platform drives
sales?" (TikTok Live)
 "You host coding workshops. Best platform?" (YouTube Live/Twitch)
o Discuss mismatches: "Why wouldn’t Instagram Live work for a gaming
streamer?"
• [Link]
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haring
Case Study Battle: "Vietnam’s Live Stream
Stars"
 Activity:
o Groups analyze 4 Vietnamese examples (1 per platform):
 Facebook: ALep’s fashion sale (community-driven).
 TikTok: TueNguyen’s cooking stream (authenticity + gifts).
 YouTube: VTV’s news segment (high-production).
 Twitch: PixelPioneer’s retro gaming (niche engagement).
o Present a 1-minute platform pitch arguing why their case study’s
platform is "best."
• [Link]
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edit?usp=sharing
 Financial Sustainability: Monetization allows
creators to make a living from their live streaming
activities.

Why Content Investment: Revenue can be reinvested into

improving content quality (better equipment, more
Monetize engaging formats).

Live Incentivizing Consistency: The potential for income

motivates creators to stream regularly and
Streams? consistently.

Building a Business: Monetization helps creators

transition from hobbyists to professional content
creators and build a business.
Monetization Strategies

2. Direct 3. Sponsorships
1. Platform-Based
Monetization from and Brand
Monetization
Viewers Partnerships

5. Content
Repurposing and
4. Merchandise
Distribution6.
Crowdfunding
 1. Platform-Based Monetization
•Platform-Specific Programs: Many platforms offer built-in monetization programs for eligible creators.
•YouTube Partner Program: Allows creators to earn money through ads, channel memberships, Super
Chat, and Super Stickers.
•Twitch Affiliate/Partner Programs: Enables creators to earn through subscriptions, bits, ads, and
game sales.
•TikTok Creator Fund/Creator Marketplace: Provides creators with opportunities to earn based on
video views and brand partnerships.
•Ads: Platforms may display ads before, during, or after live streams. The revenue is typically shared
between the platform and the creator.
•Subscriptions/Memberships: Viewers can pay a recurring fee to access exclusive content, perks, or
badges.
•Virtual Gifts/Currency: Viewers can purchase virtual items (e.g., "bits" on Twitch, "gifts" on TikTok) and
send them to the streamer as a form of appreciation. The streamer can then convert these virtual items into
real money.
•Super Chat/Stickers: Viewers can pay to have their messages highlighted in the live chat, increasing
visibility.
 Donations: Viewers can directly
donate money to the streamer

2. Direct through third-party platforms like

PayPal, Streamlabs, or Patreon.

Monetization
from Viewers Tips: Similar to donations, viewers
can send smaller amounts of money
to show their support.
 Sponsored Streams: Brands pay
streamers to promote their products or
services during live streams.

3.
Sponsorships Product Placement: Streamers feature

and Brand branded products in their live streams.

Partnerships Affiliate Marketing: Streamers

promote products and earn a
commission on sales made through
their unique affiliate links.
 Selling Branded Merchandise:
Streamers can sell merchandise (t-
shirts, hats, mugs, etc.) featuring

4. their logo, brand, or catchphrases.

Merchandise Exclusive Merchandise for

Subscribers: Offering special
merchandise to paying subscribers
as a perk.
 Creating VOD Content: Saving live
5. Content streams and uploading them as Video-
on-Demand (VOD) content on platforms

Repurposing like YouTube to earn ad revenue.

and Clips and Highlights: Creating shorter,

Distribution
edited clips from live streams for
sharing on other social media platforms
to drive traffic and attract new viewers.
6.
Crowdfunding
• Patreon: Using platforms like
Patreon to allow fans to provide
recurring financial support in
exchange for exclusive rewards
and content.
 Platform: Different platforms offer different monetization
tools and have different audience demographics.

Audience Size and Engagement: A larger and more engaged

Choosing a audience provides more monetization opportunities.

Monetization Content Type: Some content types (e.g., gaming, tutorials)

lend themselves better to certain monetization strategies.

Strategy Brand and Image: Streamers need to choose monetization

methods that align with their brand and image.

Time and Resources: Some monetization strategies require

more effort and resources than others.
  Task: "Revenue Playbook"
o Groups create a monetization strategy for
a mock business (e.g., language school,
handmade ceramics):
Practical [Link] Platform: Choose based on
audience (e.g., TikTok for Gen Z).
Exercise: [Link]: Map features to goals (e.g.,

"Monetization TikTok gifts → donations, YouTube

Super Chat → Q&A revenue).

Lab" [Link]-Promotion: Repurpose content

(e.g., clip Twitch streams for TikTok).
o Present as a platform comparison
table with ROI estimates.
Role-Play: "Live Stream Rescue"
 Activity:
o Groups fix a failing live stream scenario:
 Facebook: 10 viewers after 15 minutes (boost engagement).
 TikTok: Trolls spamming comments (moderate + pivot).
 YouTube: Tech issues (backup plan).
o Peers vote on most creative solution.
• [Link]
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Wrap-up: "Algorithm Hack Share"
 Key Takeaways:
o Vietnam Insight: TikTok Shop > Facebook Marketplace for
impulse buys.
o Universal Tip: Schedule streams 30 mins before peak
activity (use platform insights).
 Exit Ticket

Which platform’s monetization surprised you? Why?"

 LESSON 12 (Online
Version): Mastering
Engagement & Urgency in
Social Media
 Design ephemeral content
campaigns using FOMO
psychology.

Learning Develop an engagement

marketing strategy across
Objectives platforms.

Practice crisis response

protocols for social media.
Warm-up: "Digital Storyboard Sprint"

 Activity:

o Provide pre-made Canva templates (Instagram Story frames) via Google Drive.
o In breakout rooms, groups design a 5-slide Story sequence including:
 1 countdown sticker (using Canva’s GIF library)
 1 poll ("Which flavor should we launch?")
 1 FOMO offer ("First 50 commenters get free shipping")
o Present: Groups share screens to showcase designs; peers vote via Zoom poll.
FOMO and Urgency marketing

• FOMO (Fear of Missing Out) reflects

the apprehension of missing out on
something valuable or enjoyable. It’s a
sentiment born from the hyper-
connected world of social media.
Urgency marketing is a strategy that
evokes a sense of urgency, is crucial in
digital marketing. It often uses time-
sensitive offers, limited availability, and
exclusive deals to encourage swift
decision-making.
Effective Ways to Create Urgency and FOMO

COUNTDOWN TIMERS AND HIGHLIGHT LIMITED STOCK EARLY BIRD AND LAST-
LIMITED-TIME OFFERS OR AVAILABILITY MINUTE DEALS
Case Study: "FOMO Fail vs. Win"
 Activity:
o Compare two campaigns:
[Link]: A brand’s "limited offer" with no actual scarcity.
[Link]: Shopee’s 12.12 sale (timer + stock counter).
o Groups identify 3 urgency best practices (e.g., real
scarcity, clear deadline).
Campaign A
(Fail)
• A fashion brand promotes a
"limited-time offer" on Instagram
Stories, claiming that a product is
only available for 24 hours.
However, the product remains
available for purchase on the
website and in-store indefinitely
after the 24-hour period.
Campaign B
(Win)
• Shopee's 12.12 Big Sale campaign uses a
combination of tactics to create a sense of
urgency:
• A countdown timer on the Shopee app and
website, clearly indicating the end of the sale.
• Real-time stock counters for specific products,
showing limited quantities available.
• Flash sales with heavily discounted items for
very short periods.
• Notifications and reminders about expiring
deals.
Case Study: "FOMO Fail vs. Win"

Analyze both campaigns, focusing on how urgency is used (or misused) in each case.

Identify the reasons why Campaign A is considered a "fail" and Campaign B is a "win."

Derive at least three (3) "urgency best practices" based on their analysis. These should be
actionable guidelines for creating effective and ethical urgency in social media campaigns.

present analysis and best practices to the class.

Practical Exercise: "Engagement Campaign
Lab"

 Task: "Omnichannel Engagement Plan"

o Groups design a 1-week campaign for a

Vietnamese business (e.g., coffee chain, e-
commerce store) with:

 Ephemeral content: Instagram Stories

with QR codes.

 Email/SMS: Personalized follow-ups.

 Community building: Facebook Group

exclusive perks.

 Crisis prep: Response template for

delivery delays.

o Present as a cross-platform content

calendar.
What is an Integrated
Marketing
Campaign?

• An integrated marketing
campaign (IMC) is a strategy that
combines various marketing
communication methods to build
brand awareness, engage
audiences, and drive action.
Instead of operating in silos, each
channel works together to deliver
a unified message and
experience.
Key Characteristics of an
Integrated Marketing
Campaign

• Consistent Messaging: The same core message and brand

identity are maintained across all channels.
• Unified Look and Feel: Visual elements, tone of voice, and
overall style are consistent.
• Complementary Channels: Each channel plays a specific
role and supports the others.
• Audience-Centric Approach: The campaign focuses on
delivering value and a seamless experience to the target
audience.
• Data-Driven Optimization: Performance is tracked across
channels, and insights are used to refine the campaign.
Why is Integration Important in Digital
Marketing?

Search Engine
Social Media Optimization (SEO)
Email Marketing Content Marketing
Marketing and Search Engine
Marketing (SEM

Online Advertising
Influencer
Website Marketing Mobile Marketing (Display, Video,
Marketing
Native)
Social Media
Marketing
•Roles:
•Building brand awareness
•Engaging with the audience
•Driving traffic to other channels
•Creating a community
•Sharing content (organic and paid)
•Platforms: Facebook, Instagram, Twitter,
TikTok, LinkedIn, etc.
 Roles:
Increasing website Driving targeted
Search Engine visibility in search
engine results
traffic to the
website
Capturing user
intent
Optimization
(SEO) and
Search Engine
Marketing (SEM)
Platforms: Google Search,
Bing, etc.
Email Marketing

Platforms:
Roles: Mailchimp,
Sendinblue

Promoting Building
Personalized
Nurturing leads products and customer
communication
services loyalty
Content Marketing

Roles: Formats: Blog posts, articles, videos,

infographics, ebooks, etc.
Providing value to the audience
Establishing thought leadership
Attracting organic traffic
Supporting other channels
Website Marketing

Roles:
• Serving as the central hub for the campaign
• Providing detailed information
• Facilitating conversions
• Collecting data
Mobile
Marketing
•Roles:
•Reaching users on their
mobile devices
•Location-based marketing
•In-app advertising
•SMS/MMS marketing
•Tactics: Mobile-optimized
websites, apps, SMS, location-
based services.
Online Advertising (Display, Video, Native)

Roles: Platforms: Google Ads, social media

advertising platforms.
Increasing reach and visibility
Targeting specific audiences
Driving traffic to landing pages
Retargeting users
Influencer Marketing
•Roles:
•Leveraging influencer credibility
•Reaching specific target audiences
•Creating authentic content
•Driving engagement
•Platforms: Instagram, TikTok, YouTube
Practical Exercise:
"Engagement
Campaign Lab"

• [Link]
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Role-Play: "Social Media Crisis Simulation"
 Activity:
o Groups respond to:
[Link] recall: Fake ingredient scandal
(Twitter/X).
[Link] backlash: Micro-influencer
spreads misinformation (TikTok).
o Use the "3C Framework" (Concern-Clarify-
Correct) for responses.
What is a Social
Media Crisis?
• A social media crisis is any
event or situation that can
significantly threaten a
brand's reputation,
credibility, or ability to
operate, and that is
amplified or originates on
social media.
Characteristics of a
Social Media Crisis
• Rapid Spread: Information, whether true or false, can
spread quickly across social networks.
• High Visibility: Crises often attract significant attention
from the public, media, and stakeholders.
• Emotional Response: Crises often evoke strong emotions
from the audience (anger, fear, frustration).
• Potential for Damage: If not handled effectively, a crisis can
lead to negative publicity, loss of customers, and financial
losses.
• 24/7 Nature: Social media operates around the clock,
meaning a crisis can occur at any time.
Types of Social Media Crises

• Product/Service Failure: Issues with a product or service, leading to customer complaints and negative reviews.
• Negative Customer Experience: A customer has a bad experience and shares it widely on social media.
• Controversial Statement/Action: A brand representative or the brand itself makes a statement or takes an action that is
perceived as offensive or insensitive.
• Data Breach/Privacy Issue: A company's data is compromised, or there are concerns about how customer data is being
used.
• Rumors and Misinformation: False or misleading information about a brand spreads on social media.
• Employee Misconduct: An employee's inappropriate behavior online reflects negatively on the company.
• External Attack: Hackers or activists target a brand's social media accounts.
• Natural Disasters/Emergencies: An event impacts the company's operations or the community it serves.
Why is a Social Media Crisis Communication
Plan Essential?

Minimize Maintain Protect Ensure Speed Up

Minimize Damage: A Maintain Control: A Protect Reputation: Ensure Consistency: Speed Up Response:
plan helps to contain plan allows the Effective crisis A plan ensures that A plan enables a
the crisis and company to take a communication can everyone involved faster and more
prevent it from proactive approach help to preserve communicates organized response,
escalating. and control the brand reputation consistently and which is crucial in
narrative. and public trust. accurately. the fast-paced world
of social media.
Key Components of a Social Media Crisis
Communication Plan
Develop a Create Pre-
Identify a Crisis Establish
Communication Approved Messages
Team Monitoring Systems
Protocol and Templates

Identify
Practice and Address Key Develop a Response
Communication
Training Stakeholders Strategy
Channels

Post-Crisis
Evaluation
Identify a Crisis Team

Designate a team responsible for managing social media crises.

Include representatives from different departments (e.g.,

communications, marketing, legal, customer service).

Clearly define roles and responsibilities for each team member.

Establish Monitoring Systems

• Use social listening tools to monitor

relevant keywords, hashtags, and
brand mentions.
• Set up alerts for potential crisis
situations.
• Identify key influencers and media
outlets that may be involved.
Develop a Communication Protocol

• Outline the steps to be taken when a

crisis occurs.
• Establish a clear chain of command
and approval process.
• Determine who is authorized to
speak on behalf of the company.
Create Pre-Approved
Messages and Templates

• Prepare holding statements and templates for

different types of crises.
• Ensure that messages are consistent with the
brand's tone of voice and values.
• Have a process for quickly approving and
disseminating messages.
3C Framework for social media crises

Concern Clarify Correct

Concern: Acknowledge Clarify: Provide facts Correct: Offer
the issue ("We hear ("Due to high demand, solutions ("We’ve
your frustration about shipments are delayed added extra staff to
delayed deliveries"). by 2 days"). expedite orders").
Example Crisis Communication Template (for Delivery Delays - E-commerce)
Example Crisis Communication Template (for
Delivery Delays - E-commerce)
"We are experiencing [briefly explain the reason for the delays] which may affect the delivery of
your order. We understand this is frustrating, and we sincerely apologize for any inconvenience.
• What we are doing: [Outline the steps being taken to resolve the issue, e.g., working with
delivery partners, increasing staff]
• What you can do: To check the status of your order, please visit [link to order tracking page] or
contact our customer support team at [phone number] or [email address].
• Updates: We will provide regular updates on the situation via [preferred channel, e.g., social
media, email].
We appreciate your patience and understanding. We are committed to getting your order to you as
soon as possible."
Identify Communication Channels

• Determine which social media

platforms will be used to
communicate during a crisis.
• Consider using other channels, such
as the company website, email, and
press releases.
Develop a Response Strategy

• Outline different response strategies for various crisis scenarios.

• Consider factors such as the severity of the crisis, the target audience, and the platform.
• Common response strategies include:
Acknowledge and Apologize: If the company is at fault, acknowledge the issue and apologize
sincerely.
Provide Information: Share accurate and timely information about the situation.
Take Action: Outline the steps the company is taking to address the crisis.
Redirect the Conversation: Move the discussion to a more appropriate channel (e.g., customer
service hotline).
Monitor and Engage: Continuously monitor the conversation and engage with stakeholders.
Address Key
Stakeholders

• Identify all relevant stakeholders

(customers, employees, investors,
partners, etc.)
• Tailor communication to each
stakeholder group.
Practice and Training

• Conduct regular training sessions

and simulations to prepare the crisis
team.
• Update the plan periodically to
reflect changes in the social media
landscape and the company.
Post-Crisis
Evaluation
• After the crisis is over, conduct a
thorough evaluation of the response.
• Identify what worked well and what
can be improved.
• Update the plan based on the lessons
learned.
Wrap-up: "Algorithm Hack Share"

 Key Takeaways:
o Ephemeral content = spontaneity + strategy.
o FOMO works only with authentic scarcity.
o Crisis response speed > perfection.
 Exit Ticket

“Which tactic will you test first?"

 LESSON 13 (Online
Version): Integrated Social
Media Strategy Lab
 Learning Objectives

DESIGN A CROSS-PLATFORM DEVELOP AN INFLUENCER PRACTICE CRISIS RESPONSE

CAMPAIGN TAILORED TO PARTNERSHIP STRATEGY WITH PROTOCOLS USING REAL-WORLD
VIETNAMESE AUDIENCES. MEASURABLE KPIS. SCENARIOS.
Warm-up: "Platform Puzzle"
 Activity:
o Groups match Vietnamese brands to ideal platforms:
 "A Hanoi street food vendor" → TikTok Live (visual, viral
potential)
 "A B2B SaaS company" → LinkedIn (professional audience)
o Discuss: "Why wouldn’t Instagram Reels work for a corporate
law firm?"
Warm-up: "Platform Puzzle"
• Scenario 1: A Hanoi street food vendor wanting to increase • TikTok
sales and attract more customers.
• Scenario 2: A B2B SaaS (Software as a Service) company • LinkedIn
selling project management software to businesses in • Instagram
Vietnam.
• Scenario 3: A Vietnamese fashion designer launching a new • YouTube
collection targeting young adults in Ho Chi Minh City. • Facebook
• Scenario 4: A corporate law firm in Hanoi seeking to
establish thought leadership and build trust with potential
clients.
Scenario 5: A Da Nang-based travel agency promoting tour
packages to domestic and international tourists.
 Platform demographics and user
behavior in Vietnam
Content format and style preferred on
Warm-up: each platform
Business goals and communication
"Platform objectives
Puzzle" Brand image and target audience

The specific cultural context of Vietnam

Case Study: "KOC Power in Vietnam"
 Activity:
o Analyze Tran Lam’s cosmetics livestream success (metrics, authenticity
tactics).
o Groups identify:
 3 engagement drivers (e.g., product testing transparency).
 1 risk (e.g., burnout from 24-hour streams).
o Debate: "Micro vs. Mega influencers for a local café chain?"
• [Link]
nt/d/1Jg6irSGlAFJCpwtE_7YDZVnn8
0eqbTsrRJWmSwNIvjo/edit?tab=t.0
Type of
influencers
Mega-
Influencers
• Wider reach and greater brand
awareness.
• Ability to generate buzz and create a
large-scale impact.
• Professionalism and experience in
brand collaborations.
• Established credibility and influence.
• Potential to reach a broader
demographic.
Micro-
Influencers
• More affordable than mega-
influencers.
• Higher engagement rates with their
niche audiences.
• Greater authenticity and perceived
trustworthiness.
• Stronger connection with local
communities.
• More targeted reach for a local
business.
Practical Exercise: "Eco-Brand Campaign
Builder
 Task:
o Groups collaborate on a FigJam template to design:
 Platform Mix: TikTok (challenge hashtag), Facebook (Group event),
Zalo (CRM script).
 Influencer Tiers: Nano (local student @HanoiGreenLife), Micro
(@EcoWarriorVN).
 Crisis Plan: Google Doc template for "greenwashing" accusations.
o Deliverable: Present via screen share; class votes on "Most Viral Idea."
[Link]
/d/1qPv-
d6i8axZkhle7Km6F7b4OETMppnVh
0Mt3P2gfjkU/edit?usp=sharing
Role-Play: "Crisis Fire Drill"
 Activity:
o Groups respond to:
[Link] recall: Fake bamboo straw quality complaints
(Facebook).
[Link] scandal: Paid blogger caught trashing
competitors (TikTok).
o Use the "3C Framework" for responses.
[Link]
/d/1mpF_JV4Qjc3omCopy6hoJWW
HinOCuaf3c3V7lhzwNdk/edit?usp=
sharing
3C Framework for social media crises

Concern Clarify Correct

Concern: Acknowledge Clarify: Provide facts Correct: Offer
the issue ("We hear ("Due to high demand, solutions ("We’ve
your frustration about shipments are delayed added extra staff to
delayed deliveries"). by 2 days"). expedite orders").
Wrap-up: "Strategy Swap"

 Key Takeaways:
o Vietnam insight: Zalo OA is critical for CRM.
o Universal rule: Adapt content, not copy-paste.
 Exit Ticket

“Which platform’s analytics will you check first?"

 LESSON 14: Mid-Term Test:
New Social Media Platform
Proposal for Vietnam
(Presentation Format - 20%)
Objective
• To evaluate students' understanding of the Vietnamese
social media landscape, their ability to identify market
gaps and opportunities, and their creativity in proposing
a novel platform with a clear value proposition for
Vietnamese users.
Format
Students will work individually or in small
groups (you can decide based on class size
and learning objectives) to develop and
present their idea for a new social media
platform tailored to the Vietnam market.
Presentation Guidelines
• The presentation should be concise and engaging, lasting
approximately 5-7 minutes per individual/group. It should cover
the following key aspects:
Platform Name and Concept (10% of Grade):
o A catchy and relevant name for the platform.
o A clear and concise description of the platform's core
concept and unique selling proposition (USP). What makes
it different from existing platforms in Vietnam (e.g., Zalo,
Facebook, TikTok)?
Target Audience in Vietnam (20% of Grade):
o Identification of a specific target demographic(s) within
Vietnam (e.g., Gen Z in urban areas, small business
owners, specific interest groups).
o Justification for targeting this audience based on their
needs, behaviors, and unmet demands in the current
social media landscape (drawing from insights discussed
in Lesson 1).
Key Features and Functionalities (30% of Grade):
o Description of the platform's core features and how they
address the needs of the target audience. These should
be specific and well-thought-out, not just generic social
media features.
o Explanation of how these features differentiate the
platform and create value for Vietnamese users.
Consider localization and cultural relevance.
Monetization Strategy (15% of Grade):
o A brief outline of how the platform could potentially
generate revenue in the Vietnam market (e.g., advertising,
in-app purchases, premium features, partnerships).
o Consider the viability and cultural acceptance of the
proposed monetization model in Vietnam.
Potential for Growth and Impact in Vietnam (15% of Grade):
o Discussion of the platform's potential for user adoption and
growth within Vietnam.
o Consider its potential societal impact or how it could
address specific needs or challenges in the Vietnamese
context.
Presentation Skills (10% of Grade):
o Clarity and organization of the presentation.
o Engaging delivery and effective use of visuals (if any -
encourage simple mock-ups or sketches).
o Ability to answer questions thoughtfully and concisely.
LESSON 15: WRAP UP
 LESSON 1: Social
Media Trends & Case
Study (Vietnam)
Key Concepts
• Kietzmann’s 7 Building Blocks: Framework analyzing social media
through identity, conversations, sharing, presence, relationships,
reputation, and groups.

• Ephemeral Content: Shifts focus to momentary presence and

authentic identity (e.g., Instagram Stories, TikTok).

• Misinformation Spread: Fueled by ease of sharing, reputation

manipulation, and echo chambers in online groups.
 • Adoption & Demographics:
• 75.2% penetration (76.2M users), 70% under 35.
• Mobile-first (95% access via smartphones), 2.5 hours/day average use.

Case • Platform Trends:

• Facebook: Dominant (76.2M users).

Study: • Zalo: Local leader (60M+ users) with integrated services (e.g.,
payments).

Vietnam’s • TikTok: Rapid growth among youth.

• Social Commerce:

Social • 65% of users buy via platforms; micro-influencers drive engagement.

Intriguing Insights

Media • Local vs. Global: Zalo’s success highlights demand for localized platforms
(language, services).
Landscape • Ephemeral Content: Aligns with presence and identity in Kietzmann’s model.
• Misinformation: Strengthened by sharing and group dynamics—critical for
digital literacy.
Conclusion

• Vietnam’s social media growth

reflects mobile-first, high-
engagement trends, with local
platforms like Zalo addressing unique
needs. Ephemeral content and
misinformation reveal how
Kietzmann’s blocks shape behavior.
Startups should prioritize mobile
optimization and hybrid local-global
strategies.
LESSON 2: Building a Data-
Driven Social Media Strategy
 1. Foundation:
1. Brand Voice: Consistency (e.g., friendly vs. formal) builds
trust.

Key 2. Vision/Mission: Aligns social media with long-term goals.

2. Environmental Analysis:

Compon 1. SWOT: Identifies internal (strengths/weaknesses) and

external (opportunities/threats).

ents of a 2. Example: A café’s Instagram with high engagement

(strength) but inconsistent posting (weakness).

Strategy 3. Audience & Pain Points:

1. Personas: Target demographics (e.g., young professionals).
2. Pain Points: Solve functional (e.g., slow Wi-Fi), financial
(e.g., high prices), or emotional needs (e.g., ordering
anxiety).
 • SMART Goals: E.g., "Increase Instagram
reach by 20% in 30 days."
• Content Calendar: Plan posts (e.g.,
"Behind-the-scenes Reels every Monday").
• Five Ws Audit: Diagnose gaps:
Implementation • Who? Mismatched audience vs.
content.
& Tactics • What? Underperforming formats (e.g.,
static images vs. Reels).
• When? Posting at low-engagement
times.
Case Study: Café’s 30-Day Plan

Behind-the-
Platform:
scenes
Instagram.
carousel (Day 3).

Brunch
Tactics:
Reels (Day 6).

KPI: Track reach Cozy ambiance

(+20%). photos (Day 1).
Trends & Insights

Algorithm Shifts: Budgeting: Allocate

Authentic content (e.g., funds by goal (e.g., 70%
UGC) outperforms to Reels ads for
polished posts. awareness).
Conclusion

A data-driven strategy requires:

[Link] (SWOT, audits).
[Link] focus (personas, pain points).
[Link] execution (SMART goals, content calendars).

Key Takeaway: Align tactics with platform trends (e.g., video-first algorithms) and
measure KPIs rigorously.
Lesson 3: Data-Driven
Social Media Strategy
Optimization
 Key Steps for Optimization

1. Identify Trends:
1. Example: Video content (Reels, Live) drives 2x
higher engagement than static posts.
2. Data Proof: Reels avg. 8.7% engagement vs. static
posts at 4.5%.
2. Spot Gaps:
1. Example: A bookstore lacks video content and local
community focus.
3. Adjust Strategy:
1. Action: Post 3 Reels/week (e.g., "Coffee Hacks in 30
Secs") and host biweekly Live Q&As.
Case Study: Baemin Vietnam’s Success

• Rebranding Campaign:
• Launched unique videos (May
17) and 70% discount
promotions (July 20–25).
• Positive Feedback: Strong brand
identity; negatives were
technical/service issues.
• Takeaway: Emotional campaigns +
discounts drive engagement, but
service quality must align.
Data-to-Strategy Framework

1. Collect Data: Track engagement by content type/time.

2. Analyze Patterns:
1. Example: Posts at 7–8 PM avg. 7.2% engagement (vs. 2 PM
at 2.1%).
3. Audience Insights:
1. Key Behavior: Active post-work (7–9 PM) and during
morning routines (8 AM).
4. Competitive Benchmarking: Compare video vs. static post
performance.
5. Strategy Shift:
Tactics: Schedule posts at 7 PM, use 8 AM Stories for polls
Trends Deep-Dive

• Content: Video > static

images.
• Timing: 7–9 PM peaks.
• External Factors:
Algorithm shifts favor
raw/authentic content.
Key Takeaways

• Data-Driven Decisions: Use

metrics (e.g., engagement rates)
to guide tactics.
• Adaptability: Shift strategies
based on trends (e.g., prioritize
Reels).
"Track Reels’ share rate to measure
increased brand awareness."

Exit Ticket
 Lesson 4: Building a
Data-Informed Social
Media Content Strategy
Key Concepts

Content Pillars: Audience-Centric Approach:

Purpose: Define core themes (3–5) to align Role-Play Activity: Brands pitch content
with brand identity and audience needs. ideas; audience critiques relevance (e.g., Gen
Examples: Z prefers authentic UGC over polished ads).
• Café: Behind-the-scenes, Menu
highlights, Community spotlight.
• Tech brand: Product tutorials, Industry
insights, Company culture.
Criteria: Relevant, audience-focused,
evergreen, varied, sustainable.
 • Organic vs. Paid Metrics:
• Paid: Higher reach (e.g., 500K vs. 5K
Data-Driven organically) and conversions (2% vs.
0.5% CTR).
Strategy • Hybrid Strategy: Boost top organic
posts (e.g., a viral unboxing video)
to maximize ROI.
• Campaign Example:
• Smart water bottle launch: Paid ads
drove 10K pre-orders (vs. 500
organic).
Key Takeaways

Pillars Guide Consistency: Ensure themes align with brand

goals and audience pain points.

Data Informs Tactics: Use metrics to prioritize high-performing

formats (e.g., Reels over static posts).

Test & Adapt: Experiment with pillars (e.g., A/B test UGC vs.
educational content).
 Lesson 5: Mastering
Tone & Voice for Social
Media Branding
Key Concepts

[Link] vs. Tone:

1. Voice = Brand personality (consistent). Example: Wendy’s = sarcastic; Nike
= inspirational.
2. Tone = Adapts to context (e.g., playful on TikTok, professional on LinkedIn).
[Link] Types:
1. Professional: Formal, polished (LinkedIn posts).
2. Casual/Playful: Conversational, humorous (TikTok captions).
3. Concise: Platform-adjusted (Twitter/X).
 Practical Exercises

1."One Brand, Three Audiences":

1. Craft the same message for:
[Link]: Professional tone ("Innovating solutions for scalable growth").
[Link]: Playful tone ("POV: Your code finally works #DevLife").
[Link]: Concise tone ("5 ps to boost produc vity ↓").
[Link] Analysis:
1. Example Gap: All tech brands sound robo c → opportunity for relatable
humor.
 Example: A luxury brand using
memes → audience confusion.

Case Study: Data Insight: Engagement

drops when tone misaligns
Tone Missteps with brand identity.

Fix: Match tone to audience

expectations (e.g., humor for
Gen Z, authority for B2B)
 Consistency: Maintain core voice
across platforms.

Adaptability: Adjust tone by

Key platform/audience (e.g., emojis for
Takeaways Gen Z, stats for professionals).
Authenticity: Don’t force trends;
align with brand values.
"Glossier’s tone feels inclusive and
conversational—like a friend’s
advice."

Exit Ticket
 Lesson 6: Content
Management & Optimization
for Social Media Success
 Key Concepts
Original vs. • Original: Builds brand identity (e.g., Nike’s campaigns). Pros: Unique, aligns with voice. Cons:
Resource-intensive.

Curated Content: • Curated: Shares third-party content (e.g., HubSpot’s industry articles). Pros: Saves time,
establishes authority. Cons: Less brand control.

• Steps:
• Test one variable (e.g., caption, image, posting time).
A/B Testing: • Compare metrics (CTR, engagement).
Example: Post A (coffee cup image) vs. Post B (barista video).
• Case Study: UEF’s mock test showed videos outperformed static posts by 2x.

• Elements: Date, platform, content type, hashtags, CTAs.

Content • EcoStride Example:
• Instagram: Reels + UGC.
Calendars: • TikTok: Trend-jacking challenges.
• Flexibility slots for real-time trends (e.g., Earth Day).
 Practical Exercises

Build a 30-Day Calendar: Fix a Low-Performing Post:

• Task: Plan for a startup with • Data-Driven Fixes: Shorter

40% original, 30% curated, captions, brighter visuals,
30% UGC. add trending hashtags
• Example: Eco-friendly
sneaker brand uses
#SustainableFashion + A/B
tests captions.
 Key Takeaways

01 02 03
Test & Iterate: Use Balance Structure Quality Over
A/B results to & Agility: Quantity: Prioritize
refine strategy. Calendars need high-performing
planning + room for formats (e.g.,
trends. Reels).
Lesson 7: Data-Driven
Social Media Strategy
 Key Concepts
Aligning KPIs • Brand Awareness → Reach, Impressions, Follower Growth

with Business • Sales → CTR, Conversion Rate, ROAS

• Community Building → Engagement Rate, Brand Mentions
Goals: • Why "Likes" Don’t Equal Sales: Vanity metrics vs. actionable results.

• Gather Data (Reach, Engagement, Demographics).

Content Strategy • Analyze (Top-performing content types, optimal posting times).

Cycle: • Implement Changes (Shift to videos if they outperform images).

• Repeat (Continuous optimization).

A/B Testing • Example: Emojis in captions boosted Gen Z engagement by 15%.

• When to Use the "Loser": Formal tone for LinkedIn, even if casual won on
Insights: Instagram
 Case Study & Exercises

"Decoding the Data": Content Audit Lab: A/B Test Sprint:

Hypothesis: User-generated Findings: How-to videos Winning Variant: Polls in Stories →
content (UGC) drove 2x more outperformed infographics. 20% higher tap-through rate.
shares than branded posts. Strategy Change: Allocate 50% of Broader Insight: Interactive
Action: Increase UGC campaigns. content calendar to tutorial content boosts engagement
videos.
 Key Takeaways

1 2 3
KPI Alignment: Data Over Test & Adapt: Even
Match metrics to Guesswork: Use "losers" may work
goals (e.g., audits to refine in niche contexts
conversions for content mix. (e.g., B2B vs. B2C).
sales).
Lesson 8: Measuring
What Matters - The
AMEC Framework
Key Concepts
AMEC • Objectives (SMART goals) → Outputs (content created) → Out-
takes (engagement) → Outcomes (behavior change)

Framework → Impact (business results).

• Example:
• Objective: Drive 10% of product sales via social in 1 month.
Steps: • Impact: Achieved 12% sales lift (data: Google Analytics + CRM).

Metric • Outputs: Posts published, ads run.

• Out-takes: Impressions, clicks.

Types: • Outcomes: Brand trust (surveys), purchase intent.

• Impact: Revenue, market share.
 Outputs: 500K UGC posts.

Case Study: Out-takes: 70% positive sentiment.

Dove’s
#RealBeauty Impact: 10% sales increase.

Challenge: Measuring long-

term outcomes (e.g., societal change) is
harder than counting clicks.
Key Takeaways

1 2 3
Start with Impact: Beyond Vanity Data Sources:
Reverse-engineer Metrics: Focus Combine platform
from business goals. on outcomes (e.g., analytics (Instagram
trust) over out- Insights) with
takes (e.g., likes). surveys/CRM.
"Prioritize outcomes—tracking
application clicks shows if content
converts."

Exit Ticket
 Lesson 9: From Data to
Decisions - AMEC Framework
& Campaign Reporting
 AMEC Framework in Action:

• Objectives → Outputs → Out-takes →

Outcomes → Impact
• Example: Airbnb’s #WeAccept campaign
• Outputs: Super Bowl ad reach
• Outcomes: Increased volunteer sign-ups

Key Concepts • Impact: Boosted brand perception &

donations

Vanity vs. Strategic Metrics:

• Vanity: Follower count, likes (feel-good but

lack depth).
• Strategic: Conversion rate, sentiment
analysis (tied to business goals).
 Grading the Campaign:
Case
• Out-takes (A): High engagement & positive
Study: sentiment.

Airbnb • Impact (B-): Missing long-term societal

change metrics.
#WeAccept Lesson: Prioritize outcomes (e.g.,
behavior change)
over outputs (e.g., post count).
 Tailor Reports: CFOs care about
ROI; NGOs care about social
impact.

Key Actionable Insights: Use data to

refine tactics (e.g., pivot from
Takeaways underperforming content).

Continuous Learning: Post-

campaign audits reveal patterns
for future success.
 Lesson 10: Mastering
Interactive Communication &
Live Streaming
 Key Concepts
Interactive •
•
TikTok Duets: UGC campaigns (e.g., brand challenges).
LinkedIn Live: Professional webinars/thought leadership.

Tools & Use •

•
Zoom Whiteboards: Team brainstorming.
Pre-recorded vs. Live:

Cases: • Pre-recorded: High production quality, evergreen content (e.g., tutorials).

• Live: Real-time engagement (e.g., product launches, Q&A).

Live Streaming • Pre-Live: Promote with teasers + schedule.

Best • During: Use polls, Q&A, shoutouts to engage.
• Post-Live: Repurpose clips + analyze metrics.
Practices:
Case Study: Viral Live Stream

• Success Factors:
• Interactive Elements: Polls ("Choose next topic!") and guest
cameos.
• Trust-Building: Behind-the-scenes (BTS) footage showing
authenticity.
• Missed Opportunity: Ignoring chat questions reduced
engagement.
 Engagement > Polish: Raw, real-
time interactions build trust.
Key Prepare for Chaos: Have backup
Takeaways plans for tech issues/trolls.

Repurpose Content: Clip highlights

for Instagram Reels/TikTok.
"Try Instagram Live Q&A—real-
time feedback is gold for product
development."

Exit Ticket
Lesson 11: Live Streaming
Showdown – Platform
Strategy & Monetization
Key Concepts

Platform Matchmaking: Monetization Strategies:

• TikTok Live: Best for impulse • Virtual Gifts (TikTok):

purchases (e.g., street food, Microtransactions from viewers.
fashion). Example: TueNguyen’s • Super Chat (YouTube): Pay to
cooking stream (gifts + authenticity). highlight questions.
• Twitch/YouTube: Ideal for niche • Sponsorships: Brand deals for
expertise (e.g., gaming, product placements.
coding). Example: PixelPioneer’s
retro gaming community.
• Facebook Live: Community-driven
sales (e.g., ALep’s fashion haul).
 TikTok: Cooking streams monetize
via gifts and TikTok Shop links.
Case Study
Facebook: Sellers use comment
Battle: bids ("Type ‘YES’ to buy!").
Vietnam’s YouTube: High-production
Top streams attract ad revenue.
Streamers Twitch: Gamers earn
via subscriptions and bits.
"YouTube’s Super Chat surprised
me—paying to pin comments feels
VIP!"

Exit Ticket
 Lesson 12: Mastering
Engagement & Urgency
in Social Media
Key Concepts

OMO & Urgency Tactics: Integrated Campaigns:

Effective: Real scarcity (e.g., Shopee’s stock Omnichannel Example: Coffee chain
counter + countdown timer). campaign with:
Ineffective: Fake deadlines (e.g., "24-hour • Instagram Stories: Polls + QR codes.
sale" with no actual limit). • Email/SMS: Personalized follow-ups.
Best Practices: Use ephemeral • Facebook Group: VIP access to new flavors.
content (Instagram Stories), limited-quantity
alerts, and exclusive perks (e.g., "First 50
buyers get a free gift").
Case Study: Crisis Management

• 3C Framework for social media crises:

• Concern: Acknowledge the issue ("We hear your frustration about
delayed deliveries").
• Clarify: Provide facts ("Due to high demand, shipments are delayed by 2
days").
• Correct: Offer solutions ("We’ve added extra staff to expedite orders").
Key Takeaways

Ephemeral Content:
FOMO Works When: Crisis Response:
Combines urgency
Scarcity is real (e.g., Speed and
(+24-hour expiry) with
limited stock), not transparency beat
engagement (polls,
fabricated. polished statements.
stickers).
Lesson 13: Integrated
Social Media Strategy
Lab
Key Concepts

Platform Selection: Influencer Tiers:

Local Businesses (e.g., street food): TikTok Micro-Influencers (e.g., @EcoWarriorVN):
Live (visual, interactive). Higher engagement for niche audiences (local
B2B (e.g., SaaS): LinkedIn (thought leadership, café).
whitepapers). Mega-Influencers: Better for mass awareness
Mismatch Example: Corporate law firms (national campaigns).
avoid Instagram Reels—too casual for
professional trust.
Case Study: KOC Power in Vietnam

• Tran Lam’s Success:

• Engagement Drivers: Live product tests, Q&A, limited-time offers.
• Risk: Overuse leads to audience fatigue (balance frequency).
Key Takeaways

Content Adaptation:
Vietnam-Specific: Analytics Priority:
Localize
Zalo OA is essential Check TikTok
humor/references—
for CRM (orders, Shop metrics first for
don’t copy global
support). sales-driven goals.
campaigns.
CONTENT AND APPROACH
− Lesson 1: Social media influence
− Lesson 2: Social media strategy
− Lesson 3: Creating and managing social media content
− Lesson 4: Monitoring, evaluation and report
− Lesson 5: Introduction to interactive communication
− Lesson 6: Platform-specific interactive strategies