Digital trends in Vietnam 2013, Strategy for business


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Bài thuyết trình của Mr. Tom Simpson - Trưởng bộ phận truyền thông số (Head of Digital) thuộc Mindshareworld, công ty thuộc GroupM tại Hội nghị Định hướng tiếp thị trực tuyến 2013 tổ chức ngày 29/11/2012 tại HCM. Chi tiết Hội nghị xem tại

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  • POE is built on the idea that advocacy drives successful business and that the internet has changed everything especially the way people have relationships with brands. In the centre the brands owned assets are represented with one of them being more prominent as the hubOn the left the key paid media channels are highlighted and the on the right the earned platforms are shown.The arrows show the direction of flow around the brand’s comms ecosystem
  • It’s a challenge the industry frequently faces quite often especially amongst brands with limited resources or a very traditional view of communications. In their simplest form, legacy media strategies for traditional outlets may become a one dimensional list defining which executions run on which TV channels or newspapers with what frequency. Transpose this to digital, and we get a list of search keyphrases and household-name websites.In response to this, a colleague of mine Nick Fawbert of Third Space based in Singapore recently christened it a ‘cargo cult’ strategy.A cargo cult, is a quasi-religious movement that started to appear among some Pacific islanders around a century ago with the advent of serious international trade in the region. It reached a peak after the Second World War, when the islands had become saturated with the foot soldiers of various warring nations.The technologies islanders were exposed to were so far beyond their experience (particularly those delivered by aircraft) that the locals decided they must be of divine provenance as a reward for good behaviour. They also became somewhat tetchy that these assets seemed to be hoovered up by foreign forces, and came to the conclusion that this must be down to the particular forms of worship they engaged in.Post-conflict, these regular cargo deliveries quickly ground to a halt, and the foreign forces departed, leaving behind a local population now hooked on tinned spam and socket sets.To attract the deliveries back once more, islanders determined to emulate the foreign religion, and built runways, airports, and control towers out of straw and bamboo. One even went so far as to fashion a headset complete with ariels of bamboo for the ground crew. They developed rituals that entailed copying military routines like square bashing, and painted US flags on their bodies in all the appropriate places.Thus the ‘cargo’ cults were born.They were, of course, despite their comprehensive recreation of the airport experience, totally useless.So why do I bring this up at the beginning of a conference? Looking at Effective communications strategy by emulating the outward manifestations of successful campaigns, but without understanding the infrastructure and ecosystem that are necessary to support it.At the root of it all is the work that goes into establishing a unique value proposition—recognition of the contribution all assets can make at all levels of a company from research and design through manufacturing, distribution, retail and customer service.CRM for example is often dismissed as something for the “techies”Lest we forget, some of the most successful digital campaigns of recent years, such as Dell Storm, are those that have integrated the customer into the creation and sales process through dialogue and crowdsourcing.Those relationships are business critical. Good customer relationships improve business performance by enhancing customer satisfaction and driving up customer loyalty. This increases frequency and value of purchases.The telecom industry sees a 10 per cent increase in customer satisfaction generating a 2 per cent rise in customer retention and a 3 per cent rise in revenues. Volvo discovered that a one-point increase in customer satisfaction results in a 4 per cent increase in dealer profitability, because they don’t have to work so hard to make the next sale. Lexus calculated that each ‘delighted’ customer (their metric) makes them an average of S$1.2 million in sales recommendations.
  • Digital trends in Vietnam 2013, Strategy for business

    1. 1. Digital 2013Mindshare
    2. 2. In 1996 it took 25 mins todownload 1 song…
    3. 3. …Now it takes 25 seconds on your mobile phone3To update this brand zone text, on the Insert tab, click Header & Footer
    4. 4. Facebook has reached1,000,000,000 ++ users
    5. 5. He’s made a lot of money 5 To update this brand zone text, on the Insert tab, click Header & Footer
    6. 6. How many of you knew this guy 1 year ago?6
    7. 7. The world is going through a period of profound change7To update this brand zone text, on the Insert tab, click Header & Footer
    8. 8. It’s happening quickly andit’s driven by technology andthe internet
    9. 9. What does thismean forVietnam?
    10. 10. The landscape is changing fast88% 88% 86% 73% 67% 67% 63% 55% 51% 2008 45% 40%39% 2010 34% 36% 2012 21% 15% 14% 11% 12%11% 11% 5% 7% 6% TV Daily Cable TV Newspaper Magazine Radio Daily Cinema Outdoor Daily Internet Daily Daily Daily Daily Monthly10 Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
    11. 11. Internet consumption has grown over the past 5years, as time spent watching TV has declined 140 134 Average Minutes Spent Per Day 124 84 74 39 44 32 34 17 22 16 16 14 13 All Television Newspaper Magazine Radio Internet 2008 2010 2012Although time spent watching TV is decreasing, people increasingly watch TVonline and/or on mobile device.In 2012 19% of urban adults has watched LIVE TV online in the lastmonth, (15% in 2010). These people mostly watch on the internet(16%), followed by on mobile phones (4%), and on iPad/ Tablet (1%).11 Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
    12. 12. The increase in time spent online compared with timespent watching TV is most visible amongst Men 25-34 M 16-24 F 16-24 147 130 135 126 127 137 126 117 102 104 85 2008 2010 63 2012 TV Internet TV Internet -4min +42min -21min +41min M 25-34 F 25-44 134 146 136 129 118 113 103 81 45 57 42 22 TV Internet TV Internet -21min +58min -17min +35min12 Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
    13. 13. Changing attitudes towards media and advertisement The last 5 years 2012 41 “TV commercials show a provide truthful 2010 48 information” 2008 50 downward 2012 49 trend in trust in “I trust TV news to advertisement 2010 57 report accurately” and traditional 2008 62 media. 2012 47 “I trust newspapers to report accurately” 2010 51 Urban adults don’t 2008 55 just believe what 2012 43 they are being “I like watching TV told anymore. 2010 49 advertising” 2008 61 The number of people who like TV 2012 60 “I have less and less advertising has 2010 54 dropped trust in companies and brands” 2008 53 significantly 0 20 40 60 80 %13 Source: 3D 2012 (3,010), 2010 (2,924), 2008 (2,969) urban adults aged 15-45
    14. 14. The decreasing trust in traditional media goesalongside an upward trend in online media Across the Asia-pacific region, Vietnam has the Social network % penetration highest video viewing penetration: 89.8% reach of web population* 80 72 70 60 50 38 40 30 20 20 10 0 2008 2010 2012Vietnamese people are curious and they actively look for information themselves. Social media serves as an expansion of WOM: People share opinions, ask questions and so they look for their own truth, not the truth of the advertiser.14 Source: 3D 2012 (1,790), 2010 (1,575), 2008 (1,282) urban adults aged 15-45 who use the internet * ComScore Data Gem
    15. 15. 134 minutes online per day63% of all adults has used the internet in the last 3 months. These adults goonline 26 times a month and on an average day they spend 134 minutes online.% Internet penetration % Time of day usually go online100 90 84 70 80 80 72 60 70 63 60 50 50 47 40 40 37 30 30 20 20 23 10 0 10 All M 16- F 16- M 25- F 25- 0 adults 24 24 34 44 Internet penetration is skewed towards the young audiences15 Source: 3D 2012 Base: 3,010 urban adults aged 15-45, of who 1,790 use internet
    16. 16. 72% of adults has a social network 72% of online adults has a social network. On average, these people visit their social network(s) 27 times a month.% Social Network penetration % Social Network have a profile on100 90 84 84 7774 7978 78 90 79 80 80 72 68 70 70 62 58 57 60 60 50 45 42 50 40 30 40 26 30 30 17 16 20 20 14 13 10 10 0 0 All M 16- F 16-24 M 25- F 25-44 M16-24 F16-24 M25-34 F25-44 adults 24 34 Yahoo! Facebook ZingMe Google+ Having a social network is Amongst the older adults, Yahoo! has a definite skewed towards the younger lead over Facebook, whereas amongst the online adults younger adults, Yahoo! and Facebook are almost evenly popular. 16 Source: 3D 2012 Base: 1,790 urban adults who use internet, of who 1,253 social network
    17. 17. Mobile Internet 51% of the online adults use mobile internet, with an average of 27 times a month.% % Mobile internet penetration Time of day use mobile internet 50100 90 40 80 30 30 22 70 20 59 61 60 52 51 10 50 44 40 0 30 20 10 0 All M 16-24 F 16-24 M 25-34 F 25-44 Using mobile internet is quite spread over adults the day, which is the convenience of going online on your phone 17 Source: 3D 2012 Base: 1,790 urban adults who use internet, of who 996 use mobile internet
    18. 18. People read newspapers cross platform%90 80 More females than males read hard copy80 newspapers, whereas males are more likely to70 read a newspaper website than females.60 56 Reading the news via app’s is still very low50 amongst Vietnamese adults. Males, and especially40 young males, are more likely to use newspaper30 apps.2010 5 2 2 2 20 A hard copy Newspaper Smartphone iPad/tablet Shared links Email Other website app app bulletins All adults M16-24 F16-24 M25-34 F25-44 18 Source: 3D 2012 Base: 2,118 urban adults who read/buy newspapers
    19. 19. …and magazines More females than males read hard copy% magazines, especially the 25-45 females. Males are100 more likely to read a magazine online than females. 90 82 80 Reading magazines via app’s is still low, but there 70 is a skew towards the young females and males. 60 48 50 40 30 20 10 7 2 3 0 A hard copy Magazine website Smartphone app iPad/tablet app Other All adults M16-24 F16-24 M25-34 F25-44 19 Source: 3D 2012 Base: 898 urban adults who read/buy magazines
    20. 20. Radio is consumed through mobile phones32% of the urban adults has listened to the radio in the last month. Theseadults listen to the radio 20 times a month, for an average of 50 minutes. Radio stations listened to HCMC in last 7 days How usually listen to the radio VOV Giao Thong 66% Voice of HCM 48% 4% 3% Voice of Binh Duong 33% Xone FM 17% 14% 46% VOV1 16% 16% 18% Radio stations listened to Hanoi in last 7 days VOV Giao Thong 50%By mobile phone On a radio cassette VOV1 38%Through a radio set Via public loudspeakers Voice of Ha Noi 27%In car/ taxi On the internet VOV3 19% Xone FM 8%20 Source: 3D 2012 Base: 922 urban adults who listen to the radio HCMC (331), Hanoi (126)
    21. 21. Consumer experience of theworld does not fit in neatboxes
    22. 22. The lines between the real and virtual worlds are disappearingThe lines between the realand the virtual world aredisappearing
    23. 23. What we as marketers call digital has just been absorbedinto consumers daily livesMail is just Email or MessagingMusic is just MP3Photo Albums are just FacebookVideos on Tablet, PC or Mobile are just the new TVConversations are on FacebookGames are just played online, with friends, in social networksMobile phones are just something they use to pass the time when theyare bored, and they use them to interact with whatever is around them
    24. 24. Our customers are the best integrated marketers out thereYour customers do not see the lines we see between channelsThey do not perceive how you communicate with them in the digitalspace as separate to the real worldThey are experts at connecting the two together alreadyWhat they see on TV or Posters or in Newspapers, or at an event, oranywhere else in the real world they share and act on onlineThat is the biggest opportunity in 2013
    25. 25. 25
    26. 26. In the technology revolution, things change daily 1. Content is now more liquid 2. Communication is always on 3. And advertising is about Orchestration, not just IntegrationPost digital communicationis “always on”
    27. 27. Integration happens aroundsocial and mobile
    28. 28. Social listening becomeseven more important forbrands
    29. 29. Mobile devices are a keyconnector
    30. 30. Commerce gets legsand goes mobile
    32. 32. Customer service becomesmore integrated withmarketing
    33. 33. Think ThinkMobile Social Don’t think in boxes!
    34. 34. Beware the “Cargo Cult”mentality
    35. 35. THANK YOU!