Your SlideShare is downloading. ×
Vietnamese Social Media Landscape
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×

Introducing the official SlideShare app

Stunning, full-screen experience for iPhone and Android

Text the download link to your phone

Standard text messaging rates apply

Vietnamese Social Media Landscape

2,394
views

Published on


1 Comment
7 Likes
Statistics
Notes
No Downloads
Views
Total Views
2,394
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
165
Comments
1
Likes
7
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. Marketing on Vietnamese Social Media GuideCopyright 2010 NM Incite. This text is for positiononly.
  • 2. More consumers trust Internet discussion posts than trust television advertising Word-of-Mouth is the most trusted advertising vehicle. Source: Nielsen Global Trust in Advertising Q3, 2011 2Copyright 2011 NM Incite. Confidential and proprietary.
  • 3. Most popular online activities News 99 Using a search engine 89 Instant Messaging 87 Streaming video 80 Health & medical info 75 Education/study related 74 Streaming audio 72 Sporting news/results 68 Email 64 Playing online games 64 Using social networks 56 Base: All digital Vietnamese 15+ (n=973) 3Copyright 2011 NM Incite. Confidential and proprietary.
  • 4. Top 5 social media activities 1. Reading others’ comments about brands, products and services 47% 2. Browsing other people’s content on social networking platforms 46% 3. Reading online forums/discussion boards 46% 4. Updating a social networking profile 44% 5. Sending private messages via social networking platforms 37% Base: All digital Vietnamese 15+ (n=973) 4Copyright 2011 NM Incite. Confidential and proprietary.
  • 5. Brand engagement via social media 19% of all digital Vietnamese have clicked the Brand interaction is occurring via social channels Facebook ‘Like’ button to show their approval for a brand or organisation. Discussing Connecting with brands/products brands/products on online social media sites 18% 10% Base: All digital Vietnamese 15+ (n=973) 5Copyright 2011 NM Incite. Confidential and proprietary.
  • 6. Adoption of social mobile has emerged 20 18 18 16 15 14 14 14 14 18% 14 13 12 12 10 % 10 8 7 6 of online social networkers aged 4 20-29 access via 2 mobile. 0 Total Male Female 15-19 20-29 30-39 40+ AB C DEF years years years years Base: Digital Vietnamese 15+ who participate in social networking (n=777) 6Copyright 2011 NM Incite. Confidential and proprietary.
  • 7. Social networks in Vietnam 7Copyright 2011 NM Incite. Confidential and proprietary.
  • 8. On which networks have local digital consumers set up a profile? 39% 34% 30% 29% Host Edit Direct Proxy Access Common ways to overcome 35 facebook blockage 23 24 Base: Digital Vietnamese 15+ who participate in social networking (n=777) 8Copyright 2011 NM Incite. Confidential and proprietary.
  • 9. Zing and Facebook both fare well in the local market Main profile Second profile 37 Facebook 14 31 Zing/Zing Me 35 18 Yahoo! 360 Plus 19 10 YouTube 28 1 Twitter 1 …followed by Facebook with just over half of first or Tamtay.vn 1 second profiles. 0 0 5 10 15 20 25 30 35 40 % Base: Digital Vietnamese 15+ who participate in social networking and have a main profile (n=505) and who have a ‘second’ profile (n=309) 9Copyright 2011 NM Incite. Confidential and proprietary.
  • 10. Video viewing is dominated by ... 52% For half the market, YouTube is the single most used source of video. Second are Zing.vn 12% share and 24h.com.vn 11% share. Base: Digital Vietnamese15+ who accessed video online in the last 12 months (n=797) 10Copyright 2011 NM Incite. Confidential and proprietary.
  • 11. What people do on social networking sites First heard/saw some breaking news 69 Played games 69 Posted photos/pictures or links 55 Posted videos or links to videos 50 Clicked into an ad/commercial message 13 Engaged with a band/musician/celeb 11 Shared your physical location with others 9 11% 30-39 vs. Found an item to buy 9 Engaged with organisation/brand/product 8 7% 15-29 Made a positive ‘public’ comment 4 Made a negative ‘public’ comment 3 Advertised an item you’re trying to sell 3 Engaged with government/politician 1 0 10 20 30 40 50 60 70 % Base: Digital Vietnamese 15+ who participate in social networking (n=777) 11Copyright 2011 NM Incite. Confidential and proprietary.
  • 12. What types of brands do they connect with? Media Entertainment / Health / Technology Fashion programs / festivals / beauty personalities / events / arts movies Men much more likely to connect with entertainment than women (46% vs. 26%). 30-39s more likely to connect to retailers than any other category. Base: Digital Vietnamese 15+ who participate in social networking (n=777) 12Copyright 2011 NM Incite. Confidential and proprietary.
  • 13. Brand connection categories Entertainment/the arts/festivals/events 36 Health/beauty brands or products 33 Technology brands or products 31 Fashion brands or products 26 TV/radio programs, personalities or movies 23 Fast food brands or products 17 Grocery brands or products 16 Restaurants, cafes, bars, clubs etc. 15 Sports brands or products, teams or events 15 Retailers 12 Travel and leisure services 9 Charities or not for profit organizations 3 0 5 10 15 20 25 30 35 40 % Base: Digital Vietnamese 15+ who participate in social networking (n=777) 13Copyright 2011 NM Incite. Confidential and proprietary.
  • 14. Consumer electronics is the most popular category of involvement 57% read other consumers’ online comments about electronics. 40% read about clothing. Men are more likely to discuss electronics than women, 42% actively posted comments or as are 20-29 year olds reviews about electronics. 29% actively posted comments or reviews about movies. Base: All digital Vietnamese 15+ (n=973) 14Copyright 2011 NM Incite. Confidential and proprietary.
  • 15. 75% 55% 27% entertainment exclusive general / interest info updates/infoMotivations for connecting with brands onsocial networks 27% 19% 18% to have a for offers to ask a conversation and deals question Base: Digital Vietnamese 15+ who have connected with brands / organisations via a social network (n=40) 15Copyright 2011 NM Incite. Confidential and proprietary.
  • 16. The Group Buying category has emerged in Vietnam 41% aware of Group Buying offers 1% have signed up to receive offers 20% of those who have received a Group Buying offer have purchased 12% of those who have signed up to receive deals or offers have purchased more than once Base: All digital Vietnamese 15+ (n=973) 16Copyright 2011 NM Incite. Confidential and proprietary.
  • 17. The way social media is informing and influencing consumer purchase decisions Done in past 12 months Done monthly or more often Done weekly or more often 47 Reading other people’s comments about brands, 31 products or services 14 Reading review is 25 more than writing Watching an online video about a product or service 16 you were thinking about buying 5 18 Discussing / posting your own reviews about brands, 10 products or services 4 0 5 10 15 20 25 30 35 40 45 50 % Base: All digital Vietnamese 15+ (n=973) 17Copyright 2011 NM Incite. Confidential and proprietary.
  • 18. How consumers publish their opinions 58% social networking / community sites 40% forum / message board 18% blogs 14% online review site 12% on retailer’s official site 9% on news website Base: Digital Vietnamese 15+ who write comments / reviews (n=232) 18Copyright 2011 NM Incite. Confidential and proprietary.
  • 19. Where consumers read comments vs. where they watch video Read Watch 52 A social networking site 43 Online forum/message 35 board 12 Company’s official 34 website 30 25 Retailer’s official website 18 Watching videos to support 17 decisions about consumer Someone’s blog 20 electronics, clothing and Independent 16 movies are the most popular. ‘review’/opinion website 11 YouTube 66 News website 12 0 10 20 30 40 50 60 70 % Base: Digital Vietnamese 15+ who read comments / reviews (n=465) and those who have ever watched online video about products, services (n=330) 19Copyright 2011 NM Incite. Confidential and proprietary.
  • 20. Next steps after social media & rich media... Action after reading Action after watching online Used a search engine to find 67 suppliers of the product/service 76 Visited the product/service 41 providers’ website to find out 47 more Told others about the 30 video/comments 30 Shared the video/comments 16 with others 19 Actually purchased the 5 product/service 5 Contacted the product/service 4 provider to find out more 3 (email, web form, telephone) 2 Visited the store/business 3 13 I did none of the above 8 0 10 20 30 40 50 60 70 80 % Base: Digital Vietnamese 15+ who read comments / reviews (n=465) and those who have ever watched online video about products, services (n=330) 20Copyright 2011 NM Incite. Confidential and proprietary.
  • 21. Where do consumers search online for product information before buying Google 89 Company website 60 Classified websites 38 Online Chat 37 Forums 36 Social networks to ask friends 23 Yahoo, Google Answer 19 Onlines News 13 Base: Digital Vietnamese 15+ who read comments / reviews (n=465) 21Copyright 2011 NM Incite. Confidential and proprietary.
  • 22. Social Media Marketing Suggested Approaches • Direct Seeding: Identify and contact core influencers directly to promote products and services. - Works with blogs and forums - Require relationship with Online Community Managers and core influencers • Indirect Seeding: Advertise in the online communities where consumers are having an online discussion.. - Guided by knowing key communities, people, and topics of interest • Create your own community: Build a branded community on popular social networks like facebook or zing 22 22Copyright 2011 NM Incite. Confidential and proprietary. Copyright 2011 NM Incite. Confidential proprietary.
  • 23. Social Media Marketing Direct Seeding Ideas Direct seeding of core influencers requires the identification and profiling of the key “influencers” of discussion about the brand and/or the category. There are several options for leveraging these individuals to promote the brand. • Invite to events or special programs • Seed with product demos or free samples • Provide news/product info that isn’t available to other communities • Provide special offers or promotions • Provide channel for feedback – ask for their input! 23 23Copyright 2011 NM Incite. Confidential and proprietary. Copyright 2011 NM Incite. Confidential proprietary.
  • 24. Social Media Marketing Forum Seeding • 40% consumers publish their opinions on Forums and 36% consumers search for product information on forums before buying • Forums discussions rank higher and have more impressions in Search Engine • Forums seeding drives focused and fast influence with low cost. • Forums seeding create more engagement than Social Network 24Copyright 2011 NM Incite. Confidential and proprietary.
  • 25. Social Media Marketing Forum Seeding • Build relationship with Online Community Managers • Focus on quality over quantity. Pick a place and do it well. Don’t spread yourself too thin. • Amplify effects by combing traditional media with social media to create an integrated marketing strategy • Focus on building loyalty and advocacy: Be responsive and educative, maintain community even after campaign 25Copyright 2011 NM Incite. Confidential and proprietary.
  • 26. NM Incite can provide actionable intel for your seeding campaign • List of Top Social Media sources where people discuss about your product or product category: Top social networks, forums, blogs… • List of Top forum threads that discuss your brand: To know the context of discussions about your brand or product category… • List of influencers: Who are they, where they are most active, their profiles, post history, contacts…. • List of online articles written about your brands: the sources of these articles, how often they are cited 26 26Copyright 2011 NM Incite. Confidential and proprietary. Copyright 2011 NM Incite. Confidential proprietary.
  • 27. Build your own branded community Zing – owned by VNG • Combined with off-line campaign, TVC, banner, event • Access to Zing’s members and forum • Contact VNG for a managed campaign Facebook • Drive discussions through recipe sharing, gossip, events, celebrity • Access to facebook members • Free of charge • Easy to measure reach and effectiveness 27 27Copyright 2011 NM Incite. Confidential and proprietary. Copyright 2011 NM Incite. Confidential proprietary.
  • 28. NM Incite can measure the effectiveness of your campaign Buzz Volume Messages generated about your products as the result of your campaign versus key competitors’ campaigns within a timeframe. Discussion Topics Categorize messages based on topics naturally occurring within discussion about your product from a random sample of messages Consumer Sentiment • Categorize messages into one of five sentiment areas: Positive, Negative, Mixed, or Neutral discussion from a random sample of messages • Net Sentiment Score = Positive – Negative / Positive + Negative + Mixed Qualitative Insights Notable quotes from messages about your product, organized by key themes 28 28Copyright 2011 NM Incite. Confidential and proprietary. Copyright 2011 NM Incite. Confidential proprietary.
  • 29. Managing Social Media Crisis Rules of engagement • Share facts, not opinion – Do not release canned, opinion driven statements. Share the facts of the situation from your side and do not deviate from them. • Speed is Key – Respond quickly and confidently. If you don’t get the information to the bloggers, media, discussion forum posters and others, someone else will. • Don’t close up – Continuing transparency through a crisis is key. It may hurt in the short term, but long term it will help to renew and revitalize your company image. The community will find out all of the information eventually, therefore you will be better off if you release it. • Be the Expert – You are the expert in your industry. Explain the problem, explain the steps you are doing to solve the problem. Don’t allow third parties to be the go to place for information – it is your right and responsibility to be central to the discussion. 29Copyright 2011 NM Incite. Confidential and proprietary.
  • 30. NM Incite provides Brand Defensive and Crisis Management Tool Crisis Warning • Setting up an alert email once crisis topic such as Food poisoning or Food Recall is detected and the number of discussions involved this topic reaches a certain threshold • Buzz audit report to track brand social media health which uncovers unknown customer criticisms Post Crisis Analysis An analytical research into the crisis once it has happened to assess the extent and the reach of the crisis and compare it with the brand’s other crisis the past or competitors’ crises in the past. Access to Crisis Management Experts • NM Incite’s actionable recommendations when a crisis hits 30 30Copyright 2011 NM Incite. Confidential and proprietary. Copyright 2011 NM Incite. Confidential proprietary.
  • 31. For questions, please contact: Peter Nguyen Manager, NM Incite t: + 84 8 3997 8088 x: 8174 CENTRE POINT - 106 Nguyen Van f : + 84 8 3845 5348 Troi St. m: +84 977 550 665 Phu Nhuan Dist. HCM. City, e: son.nguyen@nielsen.com Vietnam Peter Nguyen fiickdotcom Peter Nguyen 31 31Copyright 2011 NM Incite. Confidential and proprietary. Copyright 2011 NM Incite. Confidential proprietary.