SOCIAL MEDIA

MARKETING

Course name: COMM2383 – Asian Cybercultures

Name:

Ta Thi Minh Huong – s3480712

Vo Thi Diem Trang – s3480032

Pham Mai Ngan – s3342290

Lecturer: Brian McCauley

Assignment 3: Social media marketing

Due day: 10/1/2015

Word count: 3,213

RMIT electronic submission of work for assessment: I declare that in submitting all

work for this assessment I have read, understood and agree to the content and

expectations of the Assessment declaration.

Maple Healthcare

SOCIAL MEDIA

MARKETING

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 1

BACKGROUND INFORMATION

Maple Health Care is a premium clinic which offers high quality technologies and well trained doctors.

However, Maple Health Care has a low brand awareness due to a competitive situation. It is hard for

Maple to differentiate itself from diverse credible, reputable local as well as international dental and skin

care clinics.

Nevertheless, Maple Health Care still can expand its brand awareness based on its chiropractic service.

Firstly, Maple Health Care locates in Phu My Hung, a very potential market for chiropractic because it is

the leader market in this area. Secondly, by building good image from chiropractic, Maple Health Care

can leverage dental and skincare service after that. Due to a limit budget, a very effective way is to

promote chiropractic through social media. The problem is that current usage of Maple Health Care’s

Facebook page is not effective featuring the low interaction between customers and brand. Thus, Maple

Health Care needs social media marketing strategy to improve the performance of their Facebook page.

CURRENT FACEBOOK SITUATION

CURRENT USAGE OF FACEBOOK

● There are two sites of Maple Healthcare on Facebook, “Maple Health Care” - a personal page

and “Maple Healthcare Chiropractic Dental and Skin Care Vietnam)” - official Facebook page of

Maple Healthcare. Thus, this creates a confusion among the customers. Moreover, the Facebook

page’s name is in English, which is very hard for Vietnamese to understand and search for,

especially the term ‘Chiropractic’.

● The brand has high-quality and properly formatted banner and profile images.

● Images and content posted has low quality and not appropriate with the brand values and

missions, which is a high-end, professional and high quality clinic (See Figure 1)

● The brand has a weak presence on Facebook (only 1,000 likes), while ACC, their main competitor

in chiropractic industry has up to 19,000 likes on Facebook.

CURRENT SITUATION ANALYSIS

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 2

● The brand is currently posting an average of 7 times per week, offering a mix of 3 contents

(chiropractic, dental and skin care) in customer photos, event promotions, educational posts,

industry news. The frequency of post is good, but the content need to be more concise and

engaging to the customers.

CURRENT FACEBOOK ENGAGEMENT

● In the recent month, due to frequently post and use promotion on Facebook, Maple Healthcare

Facebook page has:

- More organic likes along with paid likes

- Increased in the Page reach (more than 3,000 reach)

- Increased in Post reach (by 303%)

● Engagement has increased.

● The most engaged post is an educational post providing useful information to solve common

problems among Vietnamese (numbness in legs and arms). (Maple Healthcare 2015)

KEY OPPORTUNITIES

● Public hospitals are crowded and overloaded due to the increasing of population. Furthermore,

they are lacking advanced infrastructure and technology (Solidiance 2015). These limitations

open the door to private healthcare providers such as Maple Healthcare clinic as they provide

high quality, modern technology and machines.

KEY CHALLENGES/ OPPORTUNITIES

Figure 1. Designed image is not appropriate with a professional

and high-end brand

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 3

● Internet becomes the main source for Vietnamese who seek for health information (Cimigo

2015a). Some of the internet platforms Vietnamese searching health information are online

newspaper, forum, social networking site, search engine. While Facebook is the most popular

social networking site in Vietnam, it is an advantage of clinics like Maple Healthcare to advertise

and attract new customers through Facebook.

KEY CUSTOMERS CHALLENGES

● As the messages are more clutter and complicated, people tend not to believe at the first time

they expose to. Once they have paid the attention, they are likely to search more information to

reinforce their understanding and ensure the information. (Cimigo 2015b)

● As Maple healthcare is the high-price services with high price, post-purchase dissonance could

happen anytime (Hunsinger 2011). Therefore, our operation team (doctors and nurses at the

clinic) should also work as we do promise.

● Urban and upper-income residents are more willing to spend their money in health care services,

as long as it is worthy. This is because health is one of the top 3 concerns in their lives (Cimigo

2015a)

● People often access to healthcare information by friends, parents and other doctor’s introduction

are seen as the most credible sources (Q&me 2015)

● Importance when choosing a hospital (Nguyen 2014):

▪ The ability of doctors to treat their needs.

▪ Latest facilities

Thus, to convince customers to use the service, it is important to showcase the reliable of doctors

and the modern and efficient of facilities.

KEY PROBLEM ANALYSIS

● Although the total page like has growth 20%, the engagement rate is low (4%). The Engagement

Rate is calculated by taking the total PTAT (people talking about this) and divide by the total

number of likes. Survey from Likealyzer (2015) has shown that in order to reach success on

Facebook Maple Healthcare page should have an engagement rate greater than 7%.

● Moreover, the page lack of questions raised. There are two major advantages to pose questions

to fans. It activates fans leading to greater visibility for the Page and at the same time providing

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 4

Maple Healthcare with answers to questions that may be crucial for the clinic's sales and

marketing.

● Increase people’s awareness and engagement with chiropractic - a new treatment way and the

main image of the clinic as well

● Generate credible sharing from patient’s referral about Maple Healthcare Clinic as a high quality

services for healthcare industry.

● Foster customer loyalty by indicating Maple Healthcare as a trustworthy center for a long term

partnership

● Provide customers with engaging experience on Facebook

● Achieve 80 – 120 new clients each month

● Leverage better skin-care and dental services.

GOALS

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 5

AUDIENCE PROFILE

● We tend to target diverse group of people that have health problems related to our chiropractic

services. They have middle and high income, who are willing to pay high price to achieve good

service quality. Their online behaviors are frequently reading news, chatting and visiting social

networking for updated information (Cimigo 2015a)

● The most important insight is 80% Vietnamese don’t see doctors when they get hurt (Q&me

2015).. They tend to relax in bed, eat good food or doing exercise to improve the situation. This

is because they do not realize the seriousness of the symptoms

ADVERTISING CONCEPT

- Understanding that the Vietnamese tend not to see the doctor unless the symptoms become more

serious. Our advertising concept is to emphasize the important of professional treatments when

people get hurt. It is because: “Your health is your family’s wealth”.

- Maple Healthcare helps you to improve health, which is closely connected to your family’s wealth.

CONNECTION TO THE BRAND IDENTITY

- Maple Healthcare brand image is premium, trustworthy, high profile and high standard quality

Chiropractor

- Maple healthcare’s key message: Health is wealth

PROPOSITION:

Based on different target audience, we will have different important messages, which all messages will

reinforce the key message.

STRATEGIC MARKETING PLAN

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 6

OVERALL STRATEGY

Many of customers get hurt but do not have a professional treatment leading to dangerous

consequences. We want to make people seriously aware of bone & joint-related problems. Our strategy

is to expand chiropractic awareness among diverse types of customers. We want to generate

conversation and create engaging experience that match with customer's’ needs. By doing so, we

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 7

aims at creating brand awareness and building customers relationship for Maple Healthcare before

gaining sale.

POSTING FREQUENCY

For maximum brand exposure, posting frequency will be set at 2 times per day, 7 days per week. The

golden time for posting should base on Facebook Page Insights (click ‘Posts’ then ‘When Your Fans Are

Online’). The common golden time is 11am, 3pm and 8pm (It can be adjusted to Facebook Insights)

POSTING STRATEGY

80/20 strategy: We will have 80% of content is non-branded and aims to generate conversation and

20% of branded content aims to enhance brand presence.

According to Hines (2015), the traditional formula for audience engagement on social media is 80/20.

This means eighty percent of our content is for our audience, for their interests and desires; other twenty

percent will be used to promote our business in terms of sales, marketing, self-promotion, for instance.

This is because audiences are often looking for the beneficial content, which makes content marketing

is more important to be the central of a whole strategy (Hemley 2013). Thus, cutting through the clutter

and try to provide the prospect with valuable information they are look for will encourage audiences’

participation and share their relevant ideas to our niche.

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 8

GENERATING CONVERSATION VIA NON-BRANDED CONTENT

TARGET 1: WOMEN (WIFE)

1. Generating sharing content “Have you cared your man today?”

Men often against going to the hospital rather than women. They believe "Men are invincible”, who

supposed to be strong, tough, resilient and hard workers. Thus, they consider that going to the hospital

is a signal of weakness. In order to get people involved in our conversations in the very first step, we

would raise a topic that men are not invincible and they are likely to get pains. Therefore, they need to

have professional treatment like chiropractic when they get hurt. However, research shows that

dissonance happened when people face a situation where the delivered health message is in conflict

with their current belief and attitude. Cognitive Dissonance refers to an uncomfortable stage when

individual holds conflicting opinions (Severin & Tankard 2010). These contradictory opinions in

audience’s mind lead to selective exposure and make audiences refuse to receive message from brand.

Understanding that it is hard to convey the messages about chiropractic directly to men, we find another

way to approach the target customers.

While men often make the purchase decisions with regards to home maintenance, women are usually

responsible for the caring the family’s health. In addition, women are generally more health conscious

than men. Hence, women play an important role in encouraging their men to take the right actions towards

health problems. Harnessing women is an effective way to change their men’s perception towards health

and especially chiropractic treatment.

2. Photos sharing contest “Men in my family”

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 9

Contest is an effective tool for building fan base as well as deepen the relationship between the

brand and its target customer. A user-generated content (UGC) promotion such as a photo or

video contest is a great way to do just that (Pickering 2011). UGC contest tap encouraged

customers to produce their own contents on brand communication channels, which definitely

helps the brand to create interaction. Most importantly, when customers upload their personal

content, they are naturally invest to the brand.

3. Re-sharing Fan Content

- Good photo & sharing of the week will be shared on Maple Healthcare Facebook page

Sharing fan content is an effective way to build customers relationship with brand.

4. Give-away

In order to get referral from our Facebook fans, we would have a give-away activity. We will ask the

audiences to tag 3 of their Facebook friends and invite them to like the page and comment a number.

Then, Maple Healthcare will choose 10 lucky number to give free voucher from Maple Healthcare.

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 10

The purpose of this give away is to get referral from current fans. By tagging other friends, the

page engagement will be improved. The most important thing is the page is likely to get more

likes from these referral.

5. Tips

Tips are effective way to get customers engagement. The reason is that customers get benefit from these

informative information; therefore, they more willing to share, comment and like the post. Taking

advantage of this insights, we will post tips relate to how to keep bone and spine healthy / How to take

care your men’s health.

Headline: 10 ways to keep your bones health

1. Exercise REGULARLY

2. Keep Moving

3. Keep a Balanced Diet

4. Smoking and Drinking

5. More milk and Cheese

6. Drink Supplements

7. Consult Your Doctor

8. Reduce Cola Consumption

9. Check Your Weight

10. Pass on Salt Please!

Tips is shown as the most effective way to get customers engagement. The reason is that

customers get benefit from these informative information. Therefore, they more willing to share,

comment and like the post.

TARGET 2: SPORT-ORIENTED TARGET

Sport-oriented men would love to pay more attention about sport activities as well as problems related.

Therefore, we tend to have content about bones and joints problem when playing sports every week.

Some news about sports injuries will be updated, which relate to popular sports among target audiences

(Football, basketball, running, badminton, tennis, golf, etc.)

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 11

1. How-to Articles:

How to avoid common injuries in football

- Drink Lots of Water

- Warm Up/Stretching

- Technique

- Reduce Impact

- Get a Sports Massage

- Train Light

- Give Yourself Time to Recover

2. Re-sharing article:

Andy Murray gets adjusted mid-match and wins

Earlier this week at Wimbledon, tennis star Andy

Murray started to experience shoulder pain in the

middle of his match. Murray called a timeout and was

adjusted right on the court. However, he went on to

win the match after that.

3. Videos:

Tips on exercise to have strong bones

TARGET 3: PREGNANT FEMALE TARGET

Most of Vietnamese pregnant women are not aware of pains during pregnancy period. Therefore, we

would like to give the warning and emphasize on the bad effects of back pain during pregnancy by using

the topic that back pain is not anymore an usual symptom. It is the premise for other serious pain.

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 12

1. Educational post on the issue

Headline: Tips to reduce back pain at

home: Safety exercise.

Infographic

Infographics provide quick approach to

facts, tips that will help businesses

increase online visibility and foster

customer engagement.

Video

(High quality: HD, around 1 minutes)

The main activity of target customers

(women) when they go online is watching

videos. Therefore, posting videos will make

them more likely to engage.

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 13

CREATING ENGAGING EXPERIENCE VIA BRANDED CONTENT

DRIVE EXISTING BRAND LOVERS TO FACEBOOK

“Like Us on Facebook” call-to-action on the brand’s website, employee business cards, email

signatures.

FOSTER BRAND-TO-BRAND ENGAGEMENT

Throughout the year of 2015, Maple healthcare has coordinated with companies’ events in terms of

providing healthcare services or coaching about chiropractic methods. Therefore, Maple healthcare could

take advantages of these relationships to foster brand-to-brand engagement. It will help facilitate

reciprocal promotion and exposure from other complementary brands, in turn gaining exposure to their

consumer fan base who are highly likely to be interested in the brand.

Brand-to-Brand engagement will be fostered by “liking” and interacting with other brand pages as the

brand page, particularly those related to Maple Healthcare activities: Unilever, FIT24 PT, YOFI – PT.

LINK POSTS FROM THE WEBSITES

Creating post with short text and a link from website will help brand drive more traffic to website.

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 14

EXPOSE IMAGES OF CLINIC

“Meet our team” post

“Meet our team” post help the brand showcase themselves.

Showing the doctors of Maple Healthcare will make customers have

a better look at the quality of service provided. Furthermore, the

page can also share the information related to doctors such as their

quality, their patient’s compliments, etc.

OFFERS/ COUPONS

According to Cummins & Mullin (2010), sales promotion is the most effective incentive for customer to

experience our services. This is also a great way to build a good moment-of-truth.

Therefore, we aim to have some sales promotion activities on our Facebook page, which target to all

three types of audiences. Customers will book an appointment with doctor online to get 10% discount

- Sales promotion activities on ‘Father’s Day’,

- Sales promotion activities for sport oriented men at the end of July. This is because they often play

sports more in their summer time.

- Sales promotion activities for pregnants.

BUILD CUSTOMER RELATIONSHIP THROUGH SMALL TACTICS

CALLS TO ACTION CONTENT

In order to increase fan engagement, nearly every post will contain a call-to-action to solicit comments

and re-shares. For example, we would provide tips with the conclusion “How these tips would help your

health at home” or “Just visit our doctor to get free consultation and further tips”

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 15

RESPONSE TO FAN COMMENTS/ POSTS

- The brand will respond to most user comments and timeline posts within 12 hours, including

weekends. If there is a difficult question, the marketers have to discuss with the doctors in the

working time and reply to fans within 24 hours.

- All the communication has to be polite, professional with trustworthy information.

ADVERTISING

GET MORE PAGE LIKES

- Solicits new fans by telling friends of existing fans that their friend likes the brand’s page. Has

built-in “vote of confidence” and “word of mouth” effects.

- These are often found in the right hand column of Facebook as well as in the News Feed.

-

ADVANCED OPTIONS - AD MANAGER

Facebook has provided traditional type advertisement in order to help the brand promoting for external

sites. In comparison with other social network ads, Facebook offers us more character length which

allows the generator to add more text and illustrated images. The most important benefit is targeting

customer precisely in terms of demographics, personal interests, etc. Last but not least, people come to

Facebook not only to seek for news but also to create personal information, it will enhance retention rate

obviously. Examples of targeting options:

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 16

PROMOTE PAGE POST

- Boost the post content that originate from Maple Healthcare

- Content that helpful for the customers.

- Promoted post aim at getting new fans.

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 17

CONTINUOUS IMPROVEMENT

SEO TACTICS

Strengths Weaknesses

● SEO in English is quite good

● In Vietnamese, the competitive is extremely

high. Therefore, Maple healthcare has not

worked effectively when searching related

terms.

Recommendations

● Develop other key terms in Vietnamese such as:

○ Chữa đau lưng

○ Chữa đau lưng cho bà bầu

○ Phòng khám đa khoa thần kinh cột sống

WEBSITE TACTICS

Strengths Weaknesses

● Beautiful design and well-organized

content

● Attractive images

● Have clients’ feedback session

● The amount time of each visit is low

Recommendations: Improve content which match viewers’ needs

We will have evaluation weekly to catch up with any changes or improvements from the audience in

general. This weekly evaluation focuses on total number of fans, overall engagement rate and post

engagement. In detail, we tend to investigate in page-level and post-level to have the deeper understand

of customers’ attitude and behavior. Finally, Google Analytic will be used to evaluated our website and

SEO tools

METRICS

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 18

Level of metrics Types of metrics Rationale

Weekly evaluation

TOTAL NUMBER OF FANS

We aim to increase the total number of fans

by a minimum of 2% per week (20 more

fans per week)

The following metrics will be

reported on weekly and will

be used to find opportunities

for continuous improvement

These numbers are

fundamental to have overall

understanding and update

towards our Facebook page.

If there is any significant

change will be notice

immediately.

OVERALL ENGAGEMENT RATE

We aim to increase the overall engagement

rate by a minimum of 0.25% when we have

activities (contest, sales promotion)

POST ENGAGEMENT

The target engagement rate for individual

posts is a minimum of 1%, calculated by

dividing the number of “Likes, Comments &

Shares” by the total reach for that post.

(Socialbakers 2014)

Page-level

● Net Likes: What Changed

(Unlikes, Organic Likes, Paid Likes,

Net Likes)

● Where Your Page Likes Came

From

● Post Reach (Organic vs. Paid)

● Likes, Comments, & Shares

● Hide, Report as Spam, & Unlikes

(Hide Post, Hide All Posts, Report as

Spam, Unlike Page)

● Other Activity (Mentions, Posts by

other people, Checkins, Offers

Purchased)

● External Referrers

These metrics alone could

help us measure the

effectiveness of our activity,

we should better combine

them with post-level metrics

to have the best

understanding about

customers’ behaviors.

(Warc 2015)

Post-level

● Post Total Reach, Lifetime Post

Organic/Paid/Viral Reach

These are the only relevant

indicators of the performance

of your content. The other

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 19

● More professional, informative but caring voice ● More related to the audience (adult)

TONE OF VOICE

TIMELINE

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 20

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Women Sharing

content

Contest

Offers

Sport-

oriented

Sharing

content

Offers

Pregnant Sharing

content

Offers

Others Infographic Twice a month

Tips Twice a week

Video Once a month

Facebook

ad

Based on the content emphasis that month, about 3-6 times a month

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 21

After chiropractic service has proved its position on consumer’s mind, we are going to leverage other

services: dental and skin-care. Those services could be linked to current activities. For example,

pregnants women visit the clinic could get the 10% discount when coming back for skin-care services,

which has the time-limit for 2 years.

By the initial researches, we outline the potential target customer as in Appendix A

BUDGET

FOLLOW-UP ACTIVITIES FOLLOW-UP ACTIVITIES

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 22

American Heart Association 2015, The Top 10 Reasons Men Put Off Doctor Visits, American Heart

Association, viewed December 25 2015, <http://www.heart.org/HEARTORG/Conditions/Heart-Disease-

--The-Top-10-Reasons-Men-Put-Off-Doctor-Visits_UCM_433365_Article.jsp>

Cimigo 2011, “2011 Vietnam Netcitizens report: Internet usage and development in Vietnam”, Cimigo,

viewed 31 December 2015, <http://www.cimigo.com/en/download/research_report/348>

Cimigo 2015a, Consumer healthcare trends 2015, viewed December 27 2015, Cimigo.

Cimigo 2015b, Just how connected are Vietnamese consumers? Online, on mobile and through social

networks, Cimigo.

Cummins & Mullin 2010, Sales Promotion: How to Create, Implement and Integrate Campaigns that

really works, 5th edition, Kogan Page, London.

Dat Viet Online 2014, “What scares married woman the most”, Dat Viet Online, 29 August, viewed 31

December 2015, <http://baodatviet.vn/doi-song/gia-dinh/phu-nu-da-co-gia-dinh-so-nhat-dieu-gi-

3055399/>

Emeric 2013, 6 Facebook Metrics Marketers Should Be Measuring, Social media examiner, viewed

January 5 2016, <HTTP://WWW.SOCIALMEDIAEXAMINER.COM/FACEBOOK-PAGE-METRICS/>

Hemley 2013, ‘26 Tips for Getting Started With Social Media Marketing, Social media examiner, viewed

January 3 2016, <http://www.socialmediaexaminer.com/26-tips-for-getting-started-with-social-media-

marketing/>

Hines, K 2015, ‘7 Ways Your Facebook Page Can Help Your Business’, Social

media examiner, viewed January 3 2016, <http://www.socialmediaexaminer.com/ways-your-facebook-

page-can-help-your-business/>

Hunsinger 2011, A Model for Understanding Social Commerce, Journal of Information Systems Applied

Research, vol. 4, No. 2,issue 1946-1836, <http://jisar.org/2011-4/N2/JISARv4n2p63.html>

Likealyzer 2015, Review of Maple Healthcare Chiropractic Dental and Skin Care Vietnam, viewed 2

January 2015, <http://likealyzer.com/facebook/maplehealthcare>

Maple Healthcare 2015a, homepage, Maple Healthcare, Vietnam, viewed December 28 2015,

<http://maplehealthcare.net/>

Maple Healthcare 2015b, ‘RMIT presentation’, in client briefing, Vietnam, December 16 2015, Maple

Healthcare.

REFERENCES:

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 23

Miller 2012, 5 Simple Metrics to Track Your Social Media Efforts, viewed January 5 2016,

<http://www.socialmediaexaminer.com/metrics-to-track-your-social-media-efforts/>

Moore 2015, Vietnam Digital Landscape 2015, Moore Online Solution and Development Corporation,

viewed December 28 2015, <http://moore.vn/>

Nguyen 2014, ‘Service Quality and its Impact on Patient Satisfaction: An Investigation in Vietnamese

Public Hospitals’, Journal of Emerging Economies and Islamic Research

<https://www.researchgate.net/publication/262840305_Service_Quality_and_its_Impact_on_Patient_S

atisfaction_An_Investigation_in_Vietnamese_Public_Hospitals>

Pickering, B 2011, 4 Reasons Why Contests Should Be Part of Your Marketing Strategy, Mashable,

viewed 3 January 2015, <http://mashable.com/2011/07/21/contest-marketing/#PrlAIiMcbiqB>

Q&Me 2015, Medical situations among Vietnamese, Q&Me Vietnam market research, viewed

December 27 2015, <http://qandme.net/vietnam-report/Medical-situations-among-Vietnamese.html>

Severin, WJ & Tankard, JW, 2010, ‘Festinger’s Theory of Cognitive Dissonance’ in Communication

Theories: Origin, methods, and uses in the mass media, Pearson, pp. 142-145

Socialbakers 2014, Finding The Right Engagement Rate for your Facebook Page in 2014, viewed

January 5 2016, <HTTP://WWW.SOCIALBAKERS.COM/BLOG/2137-FINDING-THE-RIGHT-ENGAGEMENT-RATE-

FOR-YOUR-FACEBOOK-PAGE-IN-2014>

Solidiance 2015, Beyond Hanoi and Ho Chi Minh City: Emerging Opportunities in Vietnam’s healthcare

landscape, Solidiance Reseach Company, viewed December 27 2015,

<http://www.solidiance.com/whitepaper/vietnams-healthcare-opportunities-beyond-hanoi-and-ho-chi-

minh-city.pdf>

Warc 2015, ‘Social media ROI: Measure more than likes and shares’, Warc 2015,

<http://www.warc.com.ezproxy.lib.rmit.edu.au/Content/ContentViewer.aspx?MasterContentRef=f5a524

5e-05d0-49c6-89af-6005b1621d05&q=metrics+on+social+media&CID=A105451&PUB=JAR>

Yasny 1986, Drill, not bill, makes people avoid dentists, Toronto Star, viewed January 3

2016, <http://search.proquest.com/docview/435497506?accountid=13552>

SOCIAL MEDIA MARKETING_MAPLE HEALTHCARE 24

Dental services Skin-care

Geographic ● Ho Chi Minh City, especially residents in district 4, 5, 7, 10

Demographic

● 25-35 years old

● Both male and female

● Have innate dental problem

influencing on

appearance/beauty

● 30-40 years old

● Female

● 1-2 children/divorced

Psychographic

● Their career is increasing with

lots of new networks and

relationships, which makes

appearance is one of the most

important factors.

● People do not check their teeth

gradually until they feel hurt and

get bleeding. (Yansy 1986)

● Seek for skincare

products/services that can

rejuvenate their looks

● Have daily skincare routine

since at least 2 years ago

● Married woman has less free

time to take care their beauty

(Dat Viet Online 2014)

Insights

● Believe that bad appearance may

affect on their luck and respect

from other people

● Vietnamese women are afraid

of being old, especially the

quality of their skin after they

have children.

Key message

Maple Healthcare center provides

careful and gentle services to dental

patients. It helps target customer taking

care their health at comprehensive level.

Maple healthcare center offers target

customer the refined beauty which

was lost in the past.

APENDIX