COMM 2380 – Specialist Public Relations Practice and Writing

Assessment 7: Major Assignment

Lecturer: Lukas Parker

Le Thach Thao – s3220818

Social Media Plan Proposal for HorTon’s Online Project

Executive summary

NewLight proposes a low-cost communications campaign based on the social media.

This campaign aims to raise public awareness and understanding of HorTon’s vision and
purpose. Most importantly, it aims to attract attention and generate vote for HorTon’s project
on SoCon’s website. The campaign, expanding over a month, includes plans to produce a
viral video and post articles on Facebook pages of Vietnam’s top bloggers and celebrities.
The campaign’s objective includes: acquiring the highest vote from publics; receiving
comments and ratings on the organization’s project; and increasing the number of visitors to
HorTon’s website and pages such as Facebook and WordPress. The communications plan
will use social networks such as Facebook, Flickr, YouTube, Delicious and Digg. The
campaign’s process and outcome evaluation will rely on social media tracking and measuring
tool, Radian6.

Background

HorTon is competing with two other NGOs to gain the public’s vote for SoCon’s
U$500,000 donation. However, the public, who are the decision-makers, may not be aware of
this online bid and of HorTon’s project. If approved, this social media plan promises to
attract attention and generate votes from internet users for HorTon on SoCon’s website.

Aims

Through SoCon’s online event, HorTon will also receive positive feedbacks and
support from the public. We hope to gain interest and awareness from people who, previous
to the event, do not know about the organization. Most importantly, to generate the general
public’s concern in the issue regarding exploitation of child labour with street and
disadvantaged children. And ultimately, for them to share HorTon’s vision.

Objectives

1. For HorTon’s proposed project to receive the highest vote on SoCon’s website.
2. To receive at least 100 comments for the project on SoCon’s website
 3. To have a tracking of at least 50,000 clicks on HorTon’s link leading from SoCon’s
website
4. For 100 people to bookmark SoCon’s online event and share it on Delicious
5. For SoCon’s event and HorTon’s project to receive 800 diggs from users on Digg.
6. For the organization’s video on YouTube to reach 400,000 viewers
7. To have at least 4,000 friends on the organization’s Facebook page, and 200
confirmed guests to HorTon’s upcoming event—HorTon Food Tasting.
8. Acquire mass media attention from Vietnam’s key newspapers Tuổi Trẻ and Thanh
Niên, including Vietnam’s top 10 magazines based on readership and circulation.

Social Media Strategy

Creating a viral video

As mentioned above, many of the public are not aware of HorTon or SoCon’s online
bid. A viral video is relevant to achieve the public’s attention and interest, and eventually,
their votes. The concept of the video is simple with the appearance of actress-singer Minh
Hằng. Minh Hằng is the suitable celebrity because she is currently receiving much attention
and interest from the public and the media through her latest film, Giải Cứu Thần Chết
(Saving the Reaper), and her leading role in the re-make of Korea’s soap series, Ngôi Nhà
Hạnh Phúc (Happy House). The video will re-tell the story of Nguyên Trang, who travelled
from Thanh Hóa to HCMC to find work since she was 16. For three years, she sold flowers
near Diamond Plaza from late afternoon to early morning. However, her life changed after
she came to HorTon, where she acquired skills to become a waitress. After leaving HorTon,
Trang was employed as a waitress in the Duxton Saigon Hotel. During the time working here,
she saved money, and continued to acquire a qualification in bartending. In the video, Trang
will be teaching Minh Hằng how to mix cocktails with bartending skills such as juggling the
wine mixer. The video’s message is, “Start new with a passion”. The video will then call for
the viewer’s action, “Share your passion, vote for a second chance:
www.socon.vn/onlinevoting”

The video will be posted on YouTube, websites and Facebook pages of HorTon and SoCon.

Top bloggers and celebrities in Vietnam will post this video on their Facebook
page. NewLight will send messages to the top bloggers (users with over 4,500 friends on
Facebook) and celebrities on our mailing list, asking them to support by posting our video on
their pages.

Linking SoCon with social networks

We will create a separate voting page on SoCon’s website. It will provide sharing
tools to Facebook, Myspace, Digg, and Delicous. On Facebook and Myspace, the page will
not appear as a shared link, but as its own miniature voting page. This is similar to an idea
previously used by Eventful (2009) called “Demand it!” which draws votes from Jason
Mraz’s fans in Vietnam, asking him to perform in HCMC.

Linking Facebook with WordPress

All the stories and blog posts on HorTon’s WordPress page will be shared on
HorTon and SoCon’s Facebook page.

Online discussions on SoCon’s voting website and on HorTon’s WordPress

Each week, we will create an online discussion topic related to HorTon’s project,
such as asking for the public’s idea of other ways to allocate the U$500,000. HorTon’s
founder, Du Hoàng Hồng and other students staying at HorTon will also take part in the
discussion. This will help generate talks, showing HorTon’s dedication to the project, and
that the public’s opinion is valued.

Stories of inspiration from teenagers who have stayed at HorTon will write and tell
their stories on HorTon’s WordpPress page.

360 Virtual Tour

Zani Virtual has agreed to sponsor and create the 360 Virtual Tour for HorTon’s
restaurant and shelter. Visitors to HorTon and SoCon’s voting websites will have a realistic
view of HorTon’s branch in District 1. This is to give the viewers an example of how the
second branch will be like, making it easier for them to visualize the project’s outcome.

Media releases will be sent to correspondents of the chosen media outlets to

inform them about SoCon’s online event. In addition, social media releases will be created on
HorTon’s website.

Timeline
 This is a one-month communications campaign from May 15th to June 15th 2010.

May 16th filming the video with Nguyên Trang and Minh Hằng

May 18th this video will be sent to top bloggers and celebrities on NewLight’s
mailing list, asking them to support by posting the video on their Facebook
pages.

May 20th The 360 Virtual Tour of HorTon will be posted on HorTon’s website, and
later on, on SoCon’s voting website during the online event.

During SoCon’s online event, NewLight Public Relation writers will be generating
online discussions and posting stories on the selected websites and social networks.

Evaluation

During the campaign, NewLight will be using Radian6 to monitor and track social
media engagements. We will also use Radian6 to measure the outcomes of the
communications campaign, and whether it has reached the initial objectives or not.

Brief

With U$500,000 HorTon will be able to open a new branch in District 7.

U$300,000 allocated to buying a house in the Tân Kiểng neighbourhood—near Lotte

Mart. This includes the expenses for renewing and redesigning a 4-story
house, and turning the ground floor into a restaurant.

U$100,000 allocated to buying interior and learning equipments.

U$50,000 allocated to pay for the salary of volunteer trainers at HorTon.

U$50,000 allocated to cover for the expenses of the children’s daily activities and needs,
including medical care.

Contact information,

Le Thach Thao
NewLight Account Manager
E-mail: thaolt@newlight.com
Tel: (094) 320 4567
Reference list

Duong, KH & Kenichi, O 2005, Street Children in Vietnam: Interactions of Old and New
Causes in a Growing Economy, Vietnam Development Forum, viewed 12 January 2010,

<http://www.vdf.org.vn/Doc/2005/DP06E-DKHong&KOhnoJul05.pdf >

UNICEF 2006, Trẻ Em Việt Nam, UNICEF, Vietnam, viewed 12 January 2010,

<http://www.unicef.org/vietnam/vi/children.html >

Global Campaign for Education 2008, Chiến Dịch Giáo Dục Toàn Cầu, Ngọc Centre,
Vietnam, viewed 12 January 2010,

<www.ngocentre.org.vn/files/docs/GAW_Media_pack_VN.doc >

QV 2008, Vắt Sức Lao Động Trẻ Em – Kỳ 2: “Doanh số” của mồ hôi và nước mắt, Tuổi Trẻ,
viewed 12 January 2010,

<http://www.tuoitre.com.vn/Tianyon/Index.aspx?ArticleID=294837&ChannelID=89 >

DB 2005, “Vua Bếp” Đỗng Công Nguyên: “Không nhất thiết phải cố vào ĐH”, Việt Báo,
viewed 12 January 2010,

<http://vietbao.vn/The-gioi-tre/Vua-bep-Do-Cong-Nguyen-Khong-nhat-thiet-phai-co-vao-
DH/40100043/275/ >

Radian6, Social Media Monitoring and Engagement, Radian6, viewed 14 January 2010,

<http://www.radian6.com/ >

360 Spin, 360 Spin Virtual Tour Photography Services, 360 Spin, England, viewed 14
January 2010,

<http://www.360spin.co.uk/services.htm >

Eventful 2009, Demand Jason Mraz, Eventful, viewed 14 January 2010

<http://eventful.com/performers/jason-mraz-/P0-001-000001223-5/demand >