{"id":403,"date":"2020-11-01T15:41:43","date_gmt":"2020-11-01T15:41:43","guid":{"rendered":"https:\/\/dagoras.io\/?p=403"},"modified":"2021-08-06T15:58:38","modified_gmt":"2021-08-06T15:58:38","slug":"403","status":"publish","type":"post","link":"https:\/\/dagoras.io\/?p=403","title":{"rendered":"L\u1eafng nghe m\u1ea1ng x\u00e3 h\u1ed9i (Social listening): Hi\u1ec3u \u0111\u00fang – hi\u1ec3u \u0111\u1ee7"},"content":{"rendered":"
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L\u1eafng nghe m\u1ea1ng x\u00e3 h\u1ed9i: Hi\u1ec3u \u0111\u00fang – Hi\u1ec3u \u0111\u1ee7<\/h1>\n<\/div>\n

T\u1eeb kho\u00e1 \u201csocial listening”, hay ti\u1ebfng Vi\u1ec7t l\u00e0 “l\u1eafng nghe m\u1ea1ng x\u00e3 h\u1ed9i”, \u0111ang \u0111\u01b0\u1ee3c nh\u1eafc \u0111\u1ebfn ng\u00e0y c\u00e0ng nhi\u1ec1u, \u0111\u1eb7c bi\u1ec7t l\u00e0 trong vi\u1ec7c t\u1ed1i \u01b0u c\u00e1c chi\u1ebfn l\u01b0\u1ee3c truy\u1ec1n th\u00f4ng. \u0110\u00e3 \u0111\u1ebfn l\u00fac, m\u1ecdi quy\u1ebft \u0111\u1ecbnh s\u1ebd \u0111\u01b0\u1ee3c x\u00e2y d\u1ef1ng d\u1ef1a tr\u00ean d\u1eef li\u1ec7u, thay v\u00ec c\u1ea3m t\u00ednh hay nh\u1eefng ph\u1ecfng \u0111o\u00e1n c\u00e1 nh\u00e2n.<\/i><\/p>\n

T\u1ea1i b\u1ea5t k\u1ef3 th\u1eddi \u0111i\u1ec3m n\u00e0o, s\u1ed1 l\u01b0\u1ee3ng c\u00e1c cu\u1ed9c th\u1ea3o lu\u1eadn tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i (MXH) \u0111\u1ec1u v\u00f4 c\u00f9ng l\u1edbn. Theo m\u1ed9t v\u00e0i s\u1ed1 li\u1ec7u t\u1eeb Facebook<\/a>, m\u1ed7i ng\u00e0y, c\u00f3 kho\u1ea3ng 260 tri\u1ec7u cu\u1ed9c tr\u00f2 chuy\u1ec7n m\u1edbi \u0111\u01b0\u1ee3c kh\u1edfi t\u1ea1o tr\u00ean Facebook Messenger. M\u1ed7i ph\u00fat tr\u00f4i qua, n\u1ec1n t\u1ea3ng n\u00e0y l\u1ea1i c\u1eadp nh\u1eadt th\u00eam 317000 b\u00e0i \u0111\u0103ng, 147000 t\u1ea5m \u1ea3nh do ng\u01b0\u1eddi d\u00f9ng \u0111\u0103ng t\u1ea3i.<\/p>\n<\/div>\n

B\u1ea1n c\u00f3 bao gi\u1edd t\u00f2 m\u00f2, gi\u1eefa 260 tri\u1ec7u cu\u1ed9c tr\u00f2 chuy\u1ec7n \u0111ang di\u1ec5n ra kh\u1eafp n\u01a1i tr\u00ean Facebook, c\u00f3 bao nhi\u00eau ng\u01b0\u1eddi \u0111ang b\u00e0n lu\u1eadn v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n, v\u00e0 h\u1ecd \u0111ang n\u00f3i nh\u1eefng g\u00ec. Gi\u1eefa d\u00f2ng th\u00f4ng tin h\u1ed7n lo\u1ea1n v\u00e0 n\u00e1o nhi\u1ec7t, vi\u1ec7c thu th\u1eadp v\u00e0 t\u1ed5ng h\u1ee3p nh\u1eefng cu\u1ed9c tr\u00f2 chuy\u1ec7n tr\u00ean MXH mang \u00fd ngh\u0129a quan tr\u1ecdng \u0111\u1ec3 doanh nghi\u1ec7p ph\u00e1t hi\u1ec7n ra nh\u1eefng insight \u0111\u1eaft gi\u00e1. \u0110\u00f3 l\u00e0 l\u00fd do nhu c\u1ea7u l\u00e0m social listening (l\u1eafng nghe tr\u00ean m\u1ea1ng x\u00e3 h\u1ed9i) ng\u00e0y c\u00e0ng ph\u00e1t tri\u1ec3n. H\u00e3y \u0111\u1ec3 d\u1eef li\u1ec7u l\u00ean ti\u1ebfng, thay v\u00ec t\u00ecm ki\u1ebfm insight v\u00e0 \u0111\u01b0a ra quy\u1ebft \u0111\u1ecbnh d\u1ef1a tr\u00ean ph\u1ecfng \u0111o\u00e1n c\u00e1 nh\u00e2n.<\/p>\n

Quan s\u00e1t \u0111\u01b0\u1ee3c xu h\u01b0\u1edbng v\u00e0 nhu c\u1ea7u s\u1eed d\u1ee5ng c\u00e1c d\u1ecbch v\u1ee5 social listening ng\u00e0y c\u00e0ng nhi\u1ec1u, The Influencer x\u00e2y d\u1ef1ng series Social Listening 101 \u0111\u1ec3 l\u1ea7n l\u01b0\u1ee3t chia s\u1ebb v\u1edbi c\u00e1c b\u1ea1n th\u00f4ng tin t\u1eeb c\u01a1 b\u1ea3n \u0111\u1ebfn n\u00e2ng cao v\u1ec1 l\u0129nh v\u1ef1c n\u00e0y.<\/p>\n

1. Social listening l\u00e0 g\u00ec?<\/strong><\/h2>\n

Social listening hi\u1ec3u \u0111\u01a1n gi\u1ea3n l\u00e0 qu\u00e1 tr\u00ecnh thu th\u1eadp d\u1eef li\u1ec7u v\u1ec1 m\u1ed9t ch\u1ee7 \u0111\u1ec1 nh\u1ea5t \u0111\u1ecbnh tr\u00ean c\u00e1c n\u1ec1n t\u1ea3ng MXH. Ch\u1ee7 \u0111\u1ec1 \u0111\u01b0\u1ee3c l\u1ef1a ch\u1ecdn nghi\u00ean c\u1ee9u c\u00f3 th\u1ec3 l\u00e0 m\u1ed9t th\u01b0\u01a1ng hi\u1ec7u, m\u1ed9t ng\u00e0nh h\u00e0ng, s\u1ea3n ph\u1ea9m, ho\u1eb7c b\u1ea5t c\u1ee9 th\u1ee9 g\u00ec m\u00e0 th\u01b0\u01a1ng hi\u1ec7u mu\u1ed1n t\u00ecm hi\u1ec3u. N\u00f3i c\u00e1ch kh\u00e1c, social listening l\u00e0 \u201cl\u1eafng nghe” xem c\u1ed9ng \u0111\u1ed3ng m\u1ea1ng \u0111ang n\u00f3i g\u00ec v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u, s\u1ea3n ph\u1ea9m, d\u1ecbch v\u1ee5 c\u1ee7a m\u00ecnh.<\/p>\n

V\u00ed d\u1ee5, th\u01b0\u01a1ng hi\u1ec7u kem Merino ra m\u1eaft m\u1ed9t lo\u1ea1i kem m\u1edbi m\u00f9a h\u00e8 2021. Sau 1 th\u00e1ng ra m\u1eaft, Merino mu\u1ed1n bi\u1ebft \u0111\u01b0\u1ee3c ph\u1ea3n h\u1ed3i c\u1ee7a kh\u00e1ch h\u00e0ng c\u1ee7a s\u1ea3n ph\u1ea9m m\u1edbi n\u00e0y. Vi\u1ec7c th\u1ef1c hi\u1ec7n social listening s\u1ebd cho th\u01b0\u01a1ng hi\u1ec7u bi\u1ebft t\u1ef7 l\u1ec7 b\u00e0n lu\u1eadn t\u00edch c\u1ef1c\/ ti\u00eau c\u1ef1c v\u1ec1 s\u1ea3n ph\u1ea9m, v\u1ec1 y\u1ebfu t\u1ed1 n\u00e0o c\u1ee7a s\u1ea3n ph\u1ea9m \u0111ang \u0111\u01b0\u1ee3c m\u1ecdi ng\u01b0\u1eddi b\u00e0n lu\u1eadn nhi\u1ec1u nh\u1ea5t\u2026<\/p>\n

V\u1ec1 b\u1ea3n ch\u1ea5t, social listening kh\u00f4ng qu\u00e1 m\u1edbi m\u1ebb, l\u00e0 m\u1ed9t m\u00f4 h\u00ecnh bi\u1ebfn th\u1ec3 c\u1ee7a vi\u1ec7c nghi\u00ean c\u1ee9u th\u1ecb tr\u01b0\u1eddng. Thay v\u00ec c\u1ed1 g\u1eafng thu th\u1eadp ph\u1ea3n h\u1ed3i c\u1ee7a c\u00f4ng ch\u00fang qua c\u00e1c survey, nh\u1edd s\u1ef1 ph\u00e1t tri\u1ec3n c\u1ee7a c\u00f4ng ngh\u1ec7, gi\u1edd b\u1ea1n c\u00f3 th\u1ec3 thu th\u1eadp \u00fd ki\u1ebfn c\u1ee7a h\u1ecd m\u00e0 kh\u00f4ng c\u1ea7n h\u1ecfi tr\u1ef1c ti\u1ebfp.<\/p>\n

2. Social listening c\u00f3 th\u1ec3 cung c\u1ea5p nh\u1eefng ch\u1ec9 s\u1ed1 n\u00e0o?<\/strong><\/h2>\n

Trong th\u1eddi \u0111\u1ea1i d\u1eef li\u1ec7u ng\u00e0y c\u00e0ng nhi\u1ec1u, c\u00f4ng ngh\u1ec7 ng\u00e0y c\u00e0ng ph\u00e1t tri\u1ec3n, social listening c\u00f3 th\u1ec3 thu th\u1eadp, ph\u00e2n t\u00edch v\u00e0 \u0111\u01b0a ra r\u1ea5t nhi\u1ec1u lo\u1ea1i ch\u1ec9 s\u1ed1 \u0111\u00e1ng ch\u00fa \u00fd. T\u00f9y theo t\u1eebng m\u1ee5c ti\u00eau doanh nghi\u1ec7p, vi\u1ec7c l\u1ef1a ch\u1ecdn c\u00e1c ch\u1ec9 s\u1ed1 quan tr\u1ecdng (key metrics) nh\u1edd v\u00e0o ho\u1ea1t \u0111\u1ed9ng social listening s\u1ebd kh\u00e1c nhau. D\u01b0\u1edbi \u0111\u00e2y 7 lo\u1ea1i ch\u1ec9 s\u1ed1 m\u00e0 b\u1ea1n c\u00f3 th\u1ec3 quan t\u00e2m:<\/p>\n

#1. S\u1ed1 l\u01b0\u1ee3ng \u0111\u1ec1 c\u1eadp – Number of mentions:\u00a0<\/strong><\/h2>\n

N\u1ebfu b\u1ea1n \u0111ang mu\u1ed1n \u0111o l\u01b0\u1eddng m\u1ee9c \u0111\u1ed9 nh\u1eadn di\u1ec7n th\u01b0\u01a1ng hi\u1ec7u (brand awareness), \u0111\u00e2y l\u00e0 m\u1ed9t ch\u1ec9 s\u1ed1 quan tr\u1ecdng. Kh\u00e1 r\u00f5 r\u00e0ng, c\u00e0ng nhi\u1ec1u ng\u01b0\u1eddi \u0111\u1ec1 c\u1eadp \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u, c\u00e0ng nhi\u1ec1u ng\u01b0\u1eddi \u0111ang th\u1ea3o lu\u1eadn v\u00e0 tr\u00f2 chuy\u1ec7n v\u1ec1 n\u00f3.<\/p>\n

Ch\u1ec9 s\u1ed1 n\u00e0y kh\u00f4ng d\u1eebng l\u1ea1i \u1edf nh\u1eefng l\u1ea7n b\u1ea1n \u0111\u01b0\u1ee3c audience tag t\u00ean t\u00e0i kho\u1ea3n trong comment hay c\u00e1c b\u00e0i post kh\u00e1c. Social listening c\u00f2n ghi nh\u1eadn nh\u1eefng l\u1ea7n th\u01b0\u01a1ng hi\u1ec7u (ho\u1eb7c t\u1eeb kh\u00f3a li\u00ean quan ch\u1eb7t ch\u1ebd t\u1edbi th\u01b0\u01a1ng hi\u1ec7u) \u0111\u01b0\u1ee3c \u0111\u1ec1 c\u1eadp trong c\u00e1c cu\u1ed9c tr\u00f2 chuy\u1ec7n th\u00f4ng th\u01b0\u1eddng. Th\u1eadm ch\u00ed, social listening c\u00f3 th\u1ec3 thu nh\u1eadn c\u1ea3 nh\u1eefng tr\u01b0\u1eddng h\u1ee3p m\u00e0 t\u00ean th\u01b0\u01a1ng hi\u1ec7u vi\u1ebft t\u1eaft, vi\u1ebft sai ch\u00ednh t\u1ea3, \u0111\u01b0\u1ee3c nh\u1eafc \u0111\u1ebfn trong c\u00e1c ng\u1eef c\u1ea3nh ho\u00e0n to\u00e0n kh\u00f4ng li\u00ean quan.<\/p>\n

Nh\u00ecn chung, t\u1ed5ng s\u1ed1 l\u01b0\u1ee3t \u0111\u1ec1 c\u1eadp c\u00f3 th\u1ec3 cung c\u1ea5p cho b\u1ea1n b\u1ee9c tranh to\u00e0n di\u1ec7n v\u1ec1 brand awareness c\u1ee7a th\u01b0\u01a1ng hi\u1ec7u, v\u00e0 m\u1ee9c \u0111\u1ed9 thay \u0111\u1ed5i c\u1ee7a n\u00f3 theo th\u1eddi gian.<\/p>\n

#2. M\u1ee9c \u0111\u1ed9 ti\u1ebfp c\u1eadn c\u1ee7a \u0111\u1ec1 c\u1eadp – Reach of mentions:\u00a0<\/strong><\/h2>\n

S\u1ed1 l\u01b0\u1ee3ng \u0111\u1ec1 c\u1eadp kh\u00f4ng ph\u1ea3i \u0111i\u1ec3m d\u1eef li\u1ec7u duy nh\u1ea5t \u0111\u1ec3 \u0111o l\u01b0\u1eddng brand awareness. Ch\u1ec9 s\u1ed1 c\u00f3 th\u1ec3 h\u1eefu \u00edch h\u01a1n l\u00e0 \u0111\u1ed9 ti\u1ebfp c\u1eadn c\u1ee7a nh\u1eefng l\u1ea7n \u0111\u1ec1 c\u1eadp \u0111\u00f3 (Reach of mentions). Ch\u1ec9 s\u1ed1 n\u00e0y cho bi\u1ebft c\u00f3 bao nhi\u00eau ng\u01b0\u1eddi \u0111\u00e3 th\u1ef1c s\u1ef1 nh\u00ecn th\u1ea5y t\u00ean th\u01b0\u01a1ng hi\u1ec7u c\u1ee7a b\u1ea1n.<\/p>\n

C\u1ea7n l\u01b0u \u00fd r\u1eb1ng, s\u1ed1 l\u01b0\u1ee3ng \u0111\u1ec1 c\u1eadp ch\u01b0a ch\u1eafc \u0111\u00e3 t\u1ef7 l\u1ec7 thu\u1eadn v\u1edbi ch\u1ec9 s\u1ed1 ti\u1ebfp c\u1eadn c\u1ee7a \u0111\u1ec1 c\u1eadp. V\u00ed d\u1ee5, th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c mention 10 l\u1ea7n b\u1edfi 10 m\u1eb9 n\u1ed9i tr\u1ee3 \u00edt ho\u1ea1t \u0111\u1ed9ng tr\u00ean MXH s\u1ebd kh\u00f4ng th\u1ec3 b\u1eb1ng \u0111\u01b0\u1ee3c m\u1ed9t l\u1ea7n mention b\u1edfi m\u1ed9t hot mom c\u00f3 10k ng\u01b0\u1eddi theo d\u00f5i.<\/p>\n

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S\u1ed1 l\u01b0\u1ee3ng mention v\u00e0 \u0111\u1ed9 ti\u1ebfp c\u1eadn c\u1ee7a nh\u1eefng mention \u0111\u00f3 c\u00f3 th\u1ec3 kh\u00f4ng t\u1ef7 l\u1ec7 thu\u1eadn v\u1edbi nhau.Ngu\u1ed3n: Social Media Today<\/a>.<\/em><\/em><\/p>\n

#3. Share of voice (SOV)<\/strong><\/h2>\n

SOV l\u00e0 m\u1ed9t thu\u1eadt ng\u1eef ch\u1ec9 s\u1ef1 t\u01b0\u01a1ng quan gi\u1eefa s\u1ed1 l\u01b0\u1ee3ng h\u1ed9i tho\u1ea1i \u0111\u1ec1 c\u1eadp \u0111\u1ebfn th\u01b0\u01a1ng hi\u1ec7u\/ s\u1ea3n ph\u1ea9m\/ d\u1ecbch v\u1ee5 c\u1ee7a m\u1ed9t doanh nghi\u1ec7p so v\u1edbi m\u1ed9t v\u00e0i doanh nghi\u1ec7p \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh. Hi\u1ec3u \u0111\u01a1n gi\u1ea3n, SOV l\u00e0 th\u01b0\u1edbc \u0111o v\u1ec1 brand awareness m\u00e0 doanh nghi\u1ec7p s\u1edf h\u1eefu so v\u1edbi c\u00e1c \u0111\u1ed1i th\u1ee7 c\u1ea1nh tranh.<\/p>\n

Ch\u1ec9 s\u1ed1 SOV c\u00f3 th\u1ec3 \u0111o l\u01b0\u1eddng d\u1ef1a tr\u00ean c\u1ea3 ch\u1ec9 s\u1ed1 v\u1ec1 s\u1ed1 l\u01b0\u1ee3ng \u0111\u1ec1 c\u1eadp (number of mentions), v\u00e0 ch\u1ec9 s\u1ed1 \u0111\u1ed9 ti\u1ebfp c\u1eadn c\u1ee7a c\u00e1c l\u01b0\u1ee3t \u0111\u1ec1 c\u1eadp (reach of mentions):<\/p>\n

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Ngu\u1ed3n:\u00a0<\/em>Social Media Today<\/em><\/a><\/p>\n

#4. Ch\u1ec9 s\u1ed1 t\u01b0\u01a1ng t\u00e1c – Engagement:\u00a0<\/strong><\/h2>\n

Ch\u1ec9 s\u1ed1 t\u01b0\u01a1ng t\u00e1c l\u00e0 m\u1ed9t thu\u1eadt ng\u1eef bao g\u1ed3m r\u1ea5t nhi\u1ec1u h\u00e0nh \u0111\u1ed9ng c\u1ee7a ng\u01b0\u1eddi d\u00f9ng tr\u00ean MXH: l\u01b0\u1ee3t th\u00edch, l\u01b0\u1ee3t share, l\u01b0\u1ee3t b\u00ecnh lu\u1eadn, follow v\u00e0 g\u1eedi tin nh\u1eafn tr\u1ef1c ti\u1ebfp. H\u00e0nh \u0111\u1ed9ng kh\u00e1c nhau, v\u00e0 \u0111\u1ed9ng c\u01a1 \u0111\u1eb1ng sau ch\u00fang c\u0169ng kh\u00e1c nhau.<\/p>\n

L\u01b0\u1ee3t like c\u00f3 th\u1ec3 hi\u1ec3u l\u00e0 kh\u00e1n gi\u1ea3 \u0111\u00e3 bi\u1ebft \u0111\u1ebfn v\u00e0 c\u00f3 m\u1ed9t \u1ea5n t\u01b0\u1ee3ng ban \u0111\u1ea7u t\u00edch c\u1ef1c v\u1ec1 th\u01b0\u01a1ng hi\u1ec7u. M\u1ed9t ng\u01b0\u1eddi quy\u1ebft \u0111\u1ecbnh follow l\u00e0 ng\u01b0\u1eddi c\u00f3 mong mu\u1ed1n gi\u1eef li\u00ean l\u1ea1c d\u00e2u d\u00e0i. M\u1ed9t kh\u00e1n gi\u1ea3 quy\u1ebft \u0111\u1ecbnh share m\u1ed9t b\u00e0i post l\u00e0 m\u1ed9t d\u1ea5u hi\u1ec7u c\u1ee7a s\u1ef1 tin t\u01b0\u1edfng. Vi\u1ec7c ng\u01b0\u1eddi d\u00f9ng g\u1eedi tin nh\u1eafn tr\u1ef1c ti\u1ebfp th\u1ec3 hi\u1ec7n mong mu\u1ed1n b\u1eaft \u0111\u1ea7u m\u1ed9t cu\u1ed9c tr\u00f2 chuy\u1ec7n v\u1edbi th\u01b0\u01a1ng hi\u1ec7u, m\u1ed9t b\u01b0\u1edbc l\u1edbn \u0111\u1ec3 t\u1ea1o ra s\u1ef1 chuy\u1ec3n \u0111\u1ed5i th\u00e0nh kh\u00e1ch h\u00e0ng. Ch\u1ec9 s\u1ed1 t\u01b0\u01a1ng t\u00e1c l\u00e0 ch\u1ec9 s\u1ed1 r\u00f5 r\u00e0ng nh\u1ea5t v\u1ec1 ni\u1ec1m tin m\u00e0 b\u1ea1n x\u00e2y d\u1ef1ng v\u1edbi nh\u1eefng ng\u01b0\u1eddi theo d\u00f5i c\u1ee7a m\u00ecnh v\u00e0 ni\u1ec1m tin \u0111\u00f3 l\u00e0 y\u1ebfu t\u1ed1 th\u00fac \u0111\u1ea9y doanh thu.<\/p>\n

#5. D\u1eef li\u1ec7u nh\u00e2n kh\u1ea9u h\u1ecdc – Demographic data:\u00a0<\/strong><\/h2>\n

D\u1eef li\u1ec7u social listening c\u00f3 th\u1ec3 cung c\u1ea5p r\u1ea5t nhi\u1ec1u th\u00f4ng tin chi ti\u1ebft v\u1ec1 h\u00e0nh vi v\u00e0 nh\u00e2n kh\u1ea9u h\u1ecdc. D\u1eef li\u1ec7u \u0111\u01b0\u1ee3c \u0111o b\u1edfi c\u00e1c c\u00f4ng c\u1ee5 gi\u00e1m s\u00e1t MXH (social monitoring) c\u00f3 th\u1ec3 cho bi\u1ebft kh\u00e1n gi\u1ea3 c\u1ee7a b\u1ea1n s\u1eed d\u1ee5ng k\u00eanh MXH n\u00e0o \u0111\u1ec3 giao ti\u1ebfp, ng\u00f4n ng\u1eef, n\u01a1i h\u1ecd s\u1ed1ng, ngh\u1ec1 nghi\u1ec7p, gi\u1edbi t\u00ednh, s\u1edf t\u00ednh c\u1ee7a h\u1ecd.<\/p>\n

Sau khi x\u00e1c \u0111\u1ecbnh \u0111\u01b0\u1ee3c nh\u1eefng \u0111\u1eb7c \u0111i\u1ec3m nh\u00e2n kh\u1ea9u h\u1ecdc, b\u1ea1n c\u00f3 th\u1ec3 thi\u1ebft l\u1eadp c\u00f4ng c\u1ee5 social listening \u0111\u1ec3 theo d\u00f5i v\u00e0 ph\u00e2n t\u00edch c\u00e1c cu\u1ed9c tr\u00f2 chuy\u1ec7n c\u1ee7a kh\u00e1n gi\u1ea3 c\u00f3 chung \u0111\u1eb7c \u0111i\u1ec3m nh\u00e2n kh\u1ea9u h\u1ecdc nh\u1ea5t \u0111\u1ecbnh, s\u1eed d\u1ee5ng c\u00e1c b\u1ed9 l\u1ecdc t\u00ecm ki\u1ebfm kh\u00e1c nhau \u0111\u1ec3 hi\u1ec3u r\u00f5 h\u01a1n kh\u00e1n gi\u1ea3 c\u1ee7a m\u00ecnh.<\/p>\n

#6. Ch\u1ec9 s\u1ed1 ph\u00e2n t\u00edch influencer – Influencer analysis<\/strong><\/h2>\n

Influencer (Ng\u01b0\u1eddi c\u00f3 t\u1ea7m \u1ea3nh h\u01b0\u1edfng) c\u0169ng \u0111\u00f3ng vai tr\u00f2 quan tr\u1ecdng trong vi\u1ec7c ph\u00e2n t\u00edch t\u1eadp kh\u00e1n gi\u1ea3. B\u1eb1ng c\u00e1ch nh\u1eadn di\u1ec7n v\u00e0 ph\u00e2n t\u00edch nh\u1eefng ng\u01b0\u1eddi c\u00f3 ti\u1ebfng n\u00f3i trong th\u1ecb tr\u01b0\u1eddng m\u00e0 b\u1ea1n \u0111ang ph\u1ee5c v\u1ee5, b\u1ea1n s\u1ebd hi\u1ec3u h\u01a1n t\u1eadp kh\u00e1ch h\u00e0ng ti\u1ec1m n\u0103ng c\u1ee7a b\u1ea1n b\u1ecb thu h\u00fat \u0111i\u1ec1u g\u00ec, nh\u1eefng ng\u01b0\u1eddi m\u00e0 h\u1ecd coi l\u00e0 c\u00f3 th\u1ea9m quy\u1ec1n,…<\/p>\n

Vi\u1ec7c ph\u00e2n t\u00edch influencer d\u1ef1a v\u00e0o social listening c\u00f3 th\u1ec3 d\u1ef1a tr\u00ean nhi\u1ec1u \u0111i\u1ec3m d\u1eef li\u1ec7u kh\u00e1c nhau. C\u00f3 th\u1ec3 ph\u00e2n t\u00edch tr\u00ean n\u1ec1n c\u1ee7a nh\u1eefng t\u1eeb kh\u00f3a b\u1ea1n cung c\u1ea5p, c\u0169ng c\u00f3 th\u1ec3 d\u1ef1a tr\u00ean vi\u1ec7c ph\u00e2n t\u00edch network t\u1eadp audience c\u1ee7a b\u1ea1n m\u00e0 ch\u1ecdn ra nh\u1eefng ng\u01b0\u1eddi \u0111\u01b0\u1ee3c follow nhi\u1ec1u nh\u1ea5t.<\/p>\n

Vi\u1ec7c ph\u00e2n t\u00edch influencer c\u0169ng cung c\u1ea5p cho b\u1ea1n s\u1ef1 hi\u1ec3u bi\u1ebft t\u1ed1t h\u01a1n v\u1ec1 audience c\u1ee7a m\u00ecnh, t\u1eeb \u0111\u00f3 l\u1ef1a ch\u1ecdn \u0111\u01b0\u1ee3c nh\u1eefng c\u00e1 nh\u00e2n ph\u00f9 h\u1ee3p \u0111\u1ec3 h\u1ee3p t\u00e1c c\u00f9ng trong chi\u1ebfn l\u01b0\u1ee3c influencer marketing.<\/p>\n

#7. Ch\u1ec9 s\u1ed1 c\u1ea3m x\u00fac (Sentiment score)<\/strong><\/h2>\n

Ch\u1ec9 s\u1ed1 t\u00ecnh c\u1ea3m l\u00e0 m\u1ed9t ph\u1ea7n quan tr\u1ecdng c\u1ee7a h\u1ea7u h\u1ebft c\u00e1c ho\u1ea1t \u0111\u1ed9ng social listening. N\u00f3 s\u1eed d\u1ee5ng tr\u00ecnh x\u1eed l\u00fd ng\u00f4n ng\u1eef \u0111\u1ec3 x\u00e1c \u0111\u1ecbnh xem m\u1ed9t b\u00e0i \u0111\u0103ng, m\u1ed9t comment mang \u00fd ti\u00eau c\u1ef1c, t\u00edch c\u1ef1c hay trung l\u1eadp. Kh\u00f4ng \u00edt chi\u1ebfn d\u1ecbch di\u1ec5n ra tr\u00ean MXH d\u00f9 t\u1ea1o \u0111\u01b0\u1ee3c s\u1ef1 \u1ed3n \u00e0o, l\u01b0\u1ee3t \u0111\u1ec1 c\u1eadp v\u00e0 th\u1ea3o lu\u1eadn cao, nh\u01b0ng \u0111a ph\u1ea7n l\u1ea1i mang \u00fd ti\u00eau c\u1ef1c. V\u00ec v\u1eady, ch\u1ec9 \u0111o l\u01b0\u1ee3ng \u0111\u1ec1 c\u1eadp hay t\u01b0\u01a1ng t\u00e1c l\u00e0 ch\u01b0a \u0111\u1ee7.<\/p>\n

Quan s\u00e1t thang \u0111o ch\u1ec9 s\u1ed1 c\u1ea3m x\u00fac s\u1ebd cho ph\u00e9p b\u1ea1n theo d\u00f5i m\u1ee9c \u0111\u1ed9 h\u00e0i l\u00f2ng trung b\u00ecnh c\u1ee7a kh\u00e1ch h\u00e0ng. B\u1ea1n c\u0169ng c\u00f3 th\u1ec3 l\u1ecdc c\u00e1c \u0111\u1ec1 c\u1eadp mang \u00fd ti\u00eau c\u1ef1c, t\u00ecm hi\u1ec3u l\u00fd do v\u00e0 t\u00ecm c\u00e1ch c\u1ea3i thi\u1ec7n n\u1ebfu c\u1ea7n.<\/p>\n

3. Social listening mang \u0111\u1ebfn l\u1ee3i \u00edch g\u00ec?\u00a0<\/strong><\/h2>\n

Khi n\u00f3i \u0111\u1ebfn \u1ee9ng d\u1ee5ng c\u00f4ng ngh\u1ec7, c\u00e2u h\u1ecfi th\u01b0\u1eddng g\u1eb7p nh\u1ea5t l\u00e0: Vi\u1ec7c \u1ee9ng d\u1ee5ng c\u00f4ng ngh\u1ec7 n\u00e0y mang l\u1ea1i l\u1ee3i \u00edch g\u00ec cho doanh nghi\u1ec7p? V\u1edbi social listening, ch\u00fang ta c\u00f3 th\u1ec3 \u0111\u1ec1 c\u1eadp \u0111\u1ebfn m\u1ed9t v\u00e0i l\u1ee3i \u00edch r\u00f5 r\u00e0ng sau \u0111\u00e2y:<\/p>\n