Responsibilities
Social Listening Analyst
Social listening analysis to understand Baemin Vietnam Brand Health
For the course
Contemporary PR Research
2022
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Performed social listening analysis & sentiment analysis using NVivo on 10 Facebook posts and 117 App Store reviews of Baemin app users to assess Baemin's brand health to help improve the brand market share
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Recommended actionable and research-driven social content type and strategy to improve the brand health
Achievements
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Earned a High Distinction (82/100)
Project Summary
Problem
Baemin Vietnam is falling behind in market share, only 15%, compared to 41% of GrabFood and ShopeeFood each.
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The brand is facing the challenge of stronger marketing implementations to thrive for market growth.
Findings
Inconsistent posting and a lack of engaging hashtags hampered Baemin's social media presence, leading to lower brand awareness and limited customer conversions.
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Sentiment analysis identified Baemin with the lowest App Store rating among competitors. Customer feedback primarily focused on slow delivery times and app usability issues.
Recommendations
Leveraging relevant hashtags and keywords that address user queries can improve information discovery and amplify Baemin's social media reach.
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Create a campaign targeting the app users' empathy showcasing the daily lives & dedication of Baemin delivery riders navigating Vietnam's challenging weather and urban environment.