LINE MAN · X Monitoring

Share of voice

Thailand food-delivery brand conversation on X · 1 Jan 2025 – 18 Aug 2026

When Thailand talks

• December

  Year-end gifting + party orders. Highest food-order talk of the year.

• Jun–Sep rains

  Stay-in meals. Category conversation, brand names stripped.

• Jul 2025

  ถูกสุดทุกวัน x JoongDunk live — celebrity spike on top of rain season.

• May 2025

  foodpanda exit redistributes restaurant + user talk to the duopoly.

What others are doing

• LINE MAN

  ถูกสุดทุกวัน stacking (up to 6 layers), VIP, LINE Pay points, Wongnai affiliate, BL-couple lives (JoongDunk 2025, JuniorMark Aug 2026).

• GrabFood

  Holds #1 SOV. Event geo-codes (FREEN, LINGORM). Tourists + Chinese-language TAT content still default here. Batching / cold-food threads are the opening.

• ShopeeFood

  Quiet on celebrity, loud in merchant dual-listing. Took the largest slice of foodpanda’s 2025 exit after the two leaders.

• Robinhood

  0% commission / street-food identity. Thin X volume; still a restaurant-side talking point more than a consumer one.

• foodpanda

  May 2025 exit. Residual “แอปตายแล้ว” talk, then silence. Historical 2.8% of the window.

Topic mix · LINE MAN

• Promo / ถูกสุดทุกวัน

  32%

  คูปอง · โค้ด · ส่งฟรี · Campaign language dominates organic + affiliate volume.

• Delivery time

  18%

  ช้า · ไม่ตรงเวลา · Recurring late-drop and batched-order frustration.

• Merchant coverage

  14%

  ร้านน้อยกว่าแกร็บ · Shoppers still bounce to Grab when a stall is missing.

• Celebrity / live / affiliate

  13%

  ไลฟ์คู่จิ้น · KOL · Wongnai-linked lives and affiliate codes spike mentions.

• Missing items / CS

  12%

  ข้าวไม่มา · แจ้งปัญหา · Support form going blank is a 2026 motif.

• App / UX

  11%

  แอป · หน้าว่าง · Secondary to price, but it converts fans into critics.

Share of voice

Thailand ride-hailing brand conversation on X · 1 Jan 2025 – 18 Aug 2026

When Thailand talks

• April · Songkran

  Getting-around talk, not brand talk. Both years.

• Nov–Jan

  High season + tourists. Grab captures more of the inbound slice.

• September

  Late-rain commute + event weekends.

• Aug 2026

  JuniorMark missions + BYD EV announcement on Ride.

What others are doing

• LINE MAN Ride

  Price meme: cheaper than Grab surge. Monthly Eco codes (RIDENOW, ECOHOLIDAY). BYD EV fleet (Aug 2026). Weakness: Eco supply + driver cancel-after-accept.

• Grab

  Tourist OS of Thailand. Concert / fanmeet ride codes. TAT and Chinese fanclub posts name Grab, not LINE MAN. Lead is wide (+19.4 pts) but thinner than YE25.

• Bolt

  2026 fare + EV push took points. May 2026 regulator / compliance cloud is the counter-story.

• inDrive

  Bid-your-fare positioning. Smaller, younger, price-sensitive Bangkok threads.

• Maxim / AirAsia Ride

  Airport and tourist adjacency. Low organic Thai conversation versus the top three.

Topic mix · LINE MAN

• Cheaper than Grab

  26%

  ถูกกว่าแกร็บ · ไม่เซิร์จ · The winning comparison line on Thai X.

• Eco hard to find

  22%

  เรียก Eco ยาก · ยกเลิก · Price win collapses if a car never arrives.

• Fare vs driver pay

  16%

  คนขับขาดทุน · ขอยกเลิก · Drivers asking riders to cancel after seeing net fare.

• Airport / tourist default

  14%

  นักท่องเที่ยวใช้แกร็บ · Inbound travellers still default to Grab.

• Driver cancel / loop

  14%

  วนรับ · ยกเลิกซ้ำ · Looping pickup and cancel-retry threads.

• EV / BYD fleet

  8%

  รถไฟฟ้า · BYD · Aug 2026 BYD tie-up is the new proof point.

What to highlight

• Win

  Account got cheaper while volume rose

  Spend −4.9% (฿1.12M → ฿1.06M). Reported purchases +87%. Blended CPA ฿1.11 → ฿0.57. Re-engagements +55%, CPR ฿3.74 → ฿2.30.

• Win

  CRM is the real July story

  CRM spend ฿32k → ฿267k (+748%) and CPA improved ฿0.50 → ฿0.36. CPR held at ฿0.87. aOS CRM is the workhorse: 501k purchases at ฿0.26 CPA.

• Win

  Mix shifted toward retention

  Conversion (CRM+MASS) went from 12% of spend in June to 26% in July. Branding still dominates (74%) but is no longer 88% of the account.

• Watch

  Branding click quality collapsed

  Reach CTR 0.10% → 0.04%. CPC ฿26 → ฿61. Re-engagements on branding −41% on only −20% spend. Hashtag line served 5.8M impressions with 0 clicks.

• Watch

  Do not celebrate MASS iOS installs

  4,127 installs on ฿3.7k and 582 clicks (SKAN 4,126). That is an attribution dump, not a scale recipe. MASS spend was cut 91% — treat July CPI as unclean.

• Watch

  June CRM is not a full month

  CRM IDs started 25 Jun. MoM CRM +748% is mostly days-in-month plus scale, not a like-for-like week. Two June CRM ID pairs (417364xx + 417604xx) share the same name.

What to try next

• Keep scaling CRM aOS. Gate iOS.

  aOS CRM: ฿130k / 501k purchases / 223k re-eng / CTR 0.23%. That matches the new Retention KPI (positive ROI). iOS CRM CPA ฿0.55 is fine — but 1,461 installs vs 60 on aOS needs an MMP quality check before another 2×.

• Pause or rebuild Branding Hashtag.

  ฿167k, 5.76M impr, 0 link clicks in July. Either the card/CTA broke or click tracking died. Do not leave Reach money on a mute unit.

• Do not refill MASS until quality is audited.

  MASS aOS actually looks healthy (purchases 23k → 27k on 90% less spend). MASS iOS install spike is not usable. Re-open MASS only on purchase / re-eng, never on CPI.

• Split Dynamite: keep reach, add a conversion sibling.

  Dynamite spend −25% and reported purchases nearly 2× (CPA ฿1.55 → ฿0.60). Good if view-through is accepted. For Retention ROI > 1, stand up a click-optimized conversion campaign off the same creative, exclude CRM lists.

• Report two scoreboards.

  Branding Reach is still 74% of spend and 58% of July purchases. Those purchases are not the same object as CRM purchases. Board should show: (1) click-based conversion CPA for Retention, (2) CPM / reach / SOV for Acquisition at ROI = 1.0.