Anphabe is launching a new digital marketing strategy in Vietnam to connect professionals to career opportunities through knowledge sharing and valuable contacts. The strategy involves three phases: [1] Raising initial awareness of Anphabe through mass media and social media campaigns. [2] Highlighting Anphabe's leadership in connecting knowledge and jobs through on-site activations and events. [3] Establishing Anphabe as a place to affirm knowledge and career opportunities of "thousands of dollars" by continuously updating relevant content. The plan focuses on growing traffic, strengthening the brand, increasing user-generated content, and optimizing the website user experience across multiple online channels over the course of one year.

1. Digital Marketing Strategy
Presented By Duc Duong

2. • OVERVIEW
• CREATIVE IDEA
• THE PLAN
CONTENT

3. OVERVIEW

4. Source : freewebsitereport.org

5. Source : freewebsitereport.org

6. Anphabe.com
Source : similerweb.com

7. Source : similerweb.com
vietnamworks.com

8. careerbuilder.vn
Source : similerweb.com

9. jobstreet.vn
Source : similerweb.com

10. CHALLENGE
Mission : Connect millions of professional in Vietnam to their next successes through valuable
contacts, useful knowledge and worthy career opportunities.
Competitive Market: In 2015, Towers Watson's management Consultant in Vietnam, each year, the
percentage of resignation voluntary leave about 12%. These people are the majority of the key figures in
the company, with high yield and high achievement. And in Vietnam, the reason good employees leave
jobs because ... Unsuitable with boss.
Human resources personnel: hard to prevent good employees with other companies to entice and
accept “sống chung với lũ". Besides, the planned deal, try to keep the most critical character, but apart
from competitive salary to make the relationship closer to the love they feel, have cohesion.

11. THE LIGHT
Vietnam joined the TPP Agreement and Strengthening human pressure, improve labor productivity,
develop innovative workforce in service industries.
More than 44 million people use the Internet in Vietnam, demand for knowledge usurped trades on a
high. Mobile usage rate and more and more interaction on the phone.
78% of senior personnel have own Website to share knowledge, build Brand Name but limited
knowledge sharing channels.
The recruitment website in Vietnam no direct sharing, passive and one-sided. Inability to connect people
and connecting opportunities

12. SUNSHINE
An increasing number of companies with foreign capital of 51% was established, senior recruitment needs
will be increasing and webiste anphabe.com is definitely the choice.
Recruitment time will be shortened even more by Brand Name, relationship, social media between the
company and employees through anphabe.com
The employee has the ability to share knowledge, learn, build brand name through anphabe.com
HR management will become increasingly more complex, between people, vision, relationships, emotions
and salary will easily be managed at anphabe.com

13. ANPHABE’S CONTRIBUSIONS
Sex: Male/Female
Age: 25+
Level: Senior, manager….
Experience : 2 year and more
Education: University, Master…

14. ANPHABE’S CONTRIBUSIONS
PRODUCT HOBBY
RELATIONSHIP LIFE STYLES

15. ANPHABE’S CONTRIBUSIONS
ContentNetwork
Business
Job
User
Share

16. ANPHABE’S CONTRIBUSIONS
Content related to my hobbies 59%
Self-improvement tips 56%
Music / songs 36%
Inspirational quotes 34%
Recipes 30%
Phone wallpapers 17%
Emoji / emoticons 14%
Chat app stickers 13%
Favourite celebrity info 13%
Mobile skins/Themes 12%
Ringtones 12%
Source : omnicom media group 2015

17. (IM)
(web/app)
(Youtube, etc.)
36% 28% 36%
42% 20% 38%
39% 22% 39%
CLICK ON VIDEO
Noticed Clicked-on Ignore
Animation / video
Animation/ video
Online video
Source : omnicom media group 2015
ANPHABE’S CONTRIBUSIONS

18. EMAIL ADS
Noticed Clicked-on Ignore
T H A I L A N D 53% 18% 29%
M A L A Y S I A 47% 23% 31%
PHILIPPINES 42% 28% 30%
INDONESIA 38% 32% 30%
V I E T N A M 36% 34% 29%
Source : omnicom media group 2015
ANPHABE’S CONTRIBUSIONS

19. NEWSFEED ADS
Noticed Clicked-on Ignore
T H A I L A N D 53% 20% 27%
PHILIPPINES 44% 28% 28%
V I E T N A M 39% 29% 32%
M A L A Y S I A 45% 18% 37%
INDONESIA 33% 16% 51%
ANPHABE’S CONTRIBUSIONS
Source : omnicom media group 2015

20. ANPHABE’S CONTRIBUSIONS
Business
TalentNetwork

21. CONCLUSION
With non-stop efforts, Anphabe.com will integrate with the online market trends, combined with his passion Connecting
People - Connecting Opportunities and create value for high-quality workforce in Vietnam, produce abundant supplies
for businesses seeking talent. Anphabe.com understand the true value of the employee, the tremendous value of the
business and the needs of society, such as:
- Quality knowledge sharing will create a change in the people, the knowledge selected a more sophisticated way.
Creating a natural impulse of human beings to affirm the value itself..
- Now easily search for talent to serve business goals .
- Society will develop.
In other words, Anphabe.com are connect, share and share with all strata of society.

22. CREATIVE IDEA
SHARE AND SHARE
shared knowledge and connections

23. WIN – WIN - WIN MODEL

24. Implementation is the
purpose of improving
knowledge of each
profession.
Promote Brand name and
building are beautiful pictures.
Make to easy Brand, increasing
post and the amount of
interaction on the website.

25. STAKEHOLDERS ANALYSIS

26. KEY STAKEHOLDERS
Increase traffic
Increased brand footprint
Increased Content
Develop Website

27. Increase traffic
Purposes:
- Increase qualified traffic to the site by 20% within
identified online channels that target audience with
low cost.
- Understand our existing customer database and how
they interact with the website.
- Increase registered CV quality by 15% within targeting
the right job for the right person when they looking
for work.
- Increase Direct Traffic by 50% through the
development of content and user experience on the
website ....

28. Increased brand footprint
Purposes:
- Change in thinking: Anphabe is job search Website high
quality, knowledge sharing page and connecting people in the
same field via online channels.
- Promote Benefit of Website: useful knowledge, valuable
contacts and worthy career opportunities with content right
profession for the right audience, at the right time.
- Promote Big Job and discussions topic via online channels.

29. Increased Content
Purposes:
- Developing relevant content of the user’s trade
- Collecting new information, trends to develop
content continuously matching each target group
and
- Push users to share content on the website by
accumulating points or certificate ....

30. Develop Website
Purposes:
- User-firendly: PC, Mobile, Table
- Easy operation on website: easy job search, find
information easily, share knowledge easily, connect
easily via currently communicating with its existing
customer database
- interactions with existing users and collect more
users via CRM system
- Increase Pageview, Time on site…..

31. THE PLAN

32. PHAESE 1:
Công việc ngàn đô –
ngàn kiến thức đang
chờ bạn
PHAESE 2:
Anphabe dẫn đầu xu
hướng kết nối kiến
thức và cơ hội việc
làm.
PHAESE 3:
Nơi khẳng định kiến
thức và cơ hội ngàn
đô

33. Công việc ngàn đô – ngàn
kiến thức đang chờ bạn
: Attract attention of the
publics Anphabe through
activations, mass media, and
interacted communication
activities such as social media,
digital , email, PR, owned
Phase 1 Phase 2 Phase 3
Anphabe dẫn đầu xu hướng
kết nối kiến thức và cơ hội
việc làm:
Bring the real information to
competition through
activations, Anphabe event,
influencer and on – site
communication activities
through via Social media,
discussions Topic.....
Nơi khẳng định kiến thức và
cơ hội ngàn đô:
Keep updating new
information, trends about
report trades, tips…. It’s
promoted to the public
through social media, etc.

34. Phase 1
Công việc ngàn đô – ngàn kiến thức đang
chờ bạn
(2/2016 – 4/2016)
Phase 2
Anphabe dẫn đầu xu hướng kết nối kiến thức và cơ
hội việc làm
( 5/2016 -10/2016)
Phase 3
Nơi khẳng định kiến thức và cơ hội ngàn đô
(11/2016 – 12/2016)
Objectives  Attractive target customers John now and
register CV on the Website.
 Collect more Big Data and analysis
 Change the user’s Top of my about the
brand
 Keep communication on-site and off-site through
engagement activities.
 Promote the event program
 Getting more registration and more traffic
 Maintain relationship with key stakeholders
Implemen
tation
• Increase awareness about Anphabe.com
• Spread out Anphabe’s Brand on online
media
• Implement advertising execution.
• Send messages to users of the Job and
knowledge sharing.
• Make Website can do better interact
with users.
• Develop content for Website, User
• Contact with influencer and invite them
to talk about the Event
• Invited to share their pages on
Anphabe.com and chat more.
• Online Pr Articles publishing.
• Share Pr Articles on any relevant
Forum,Group on social media.
• Following Registration and tracking
source to Website.
• Maintain managing website and social media.
• Online Pr articles publishing.
• Develop content for Website, User
• Send messages to users of the Job and
knowledge sharing.
• Get more Traffic and Registration CV
• Preparing and things related to Event
• Analysis of information, control Big data
• Remarketing to user on website.
• Share Articles on any relevant Forum,Group on
social media.
• Following Registration and tracking source to
Website.
• Remarketing to user on website
• Develop content for Website, User
• Send messages to users of the Job and
knowledge sharing
• Maintain communicating through Website
and Social Media.
• Share Articles on any relevant
Forum,Group on social media.

35. Channels Email marketing anphabe.com –
Landing Page
PR Online, Fan Page
majors, Forum
Facebook as Influencer Content,
Forum
Facebook Ads
Influence
r
Content Google Ads Influencer Content Email Marketing Email Marketing Data Management
( CRM)
PR
Online,
Fan Page
majors,
Forum
Data
manage
ment
(CRM)
Facebook Ads Anphabe.com – Landing
Page
Remarketing
Anphabe.com-Landing Page
AD Exchange Data Management
(CRM)
Event
Remarketing Event
Outcomes • Awareness about Anphabe amongst Key
Stakeholders is increased
• Increase traffic to Website: 30,000 user
• Increase Registration : 3000
• Increase Registration : 10.000
• Communication flow is smooth.
• Information about Anphabe spreads out on
online and social media to attract people’s
interactivities.

36. Phases 1
Công việc ngàn đô – ngàn kiến thức đang chờ bạn

37. STAKEHOLDERS FOCUSING
Media
• Digital : Google Ads,
Landing Page, content,
Programmatic Ads
• Social Media: Facebook
ads, content
• PR Article
• Email marketing
• Forum Seeding
CRM
• Control Big Data and
analysis of user
behavior
• Control registration rate
and classify trades
Influencer
Looking for the the
person for each
sector
Prepare content for
Phases 2

38. Media
Digital
Facebook
ads
Google Ads
Anphabe.com
Email
marketing
Forum seeding
Content
Programmatic
Ads

39. DIGITAL –
anphabe.com
Landing Page Big Job
Discussions

40. DIGITAL – Facebook Ads
Facebook adsMaintain content and images
related to the user

41. DIGITAL – Google ads
GDN – GSN - Remarketing

42. DIGITAL – Programmatic Ads
Banner Ads – Remarketing – Cheap – Easy Control - CRM

43. DIGITAL – Forum Seeding

44. Influencer
Mr. Dinh Le Dat – CEO of
Ants Promatics Ads Mr. Nguyen Thanh Binh –
Director of Coc Coc

45. Phases 2
Anphabe dẫn đầu xu hướng kết nối kiến thức và cơ hội việc làm

46. STAKEHOLDERS FOCUSING
Media
• Digital: Landing Page,
content, Programmatic
Ads
• Social Media: Facebook
ads, content
• Email marketing
• Forum Seeding
Event
• Control the number of
participants
• Control the number of
events will be
organized
Influencer
Looking for the the
person for each
sector
Prepare content for
Phases 3

47. Digital
Facebook
ads
Anphabe.com
Email
marketing
Content
Programmatic
Ads
Event
Off-siteOn-site
Event Design
and
decoration
Key Event
Website –
Social
Media
Media & Event
Forum
Google Ads

48. DIGITAL –
anphabe.com
Landing Page Big Job
Discussions

49. DIGITAL – Facebook Ads
Facebook ads• Maintain content and images
related to the user.
• Update new information about
event , tips….

50. DIGITAL – Google ads
GSN - Remarketing

51. DIGITAL – Programmatic Ads
Banner Ads – Remarketing – Cheap – Easy Control - CRM

52. DIGITAL – Forum Seeding

53. Event Design and
decoration
• The event program is designed
according to the theme. People to
attend the event will feel
optimistic, energetic and eager.
• Surrounding the event space is the
image of the subject,
accompanied by a picture of the
site.

54. Key Event
More Theme:
- Marketing
- IT
- Creative
- Engineer
- Sale
- ……..

55. Phases 3
Nơi khẳng định kiến thức và cơ hội ngàn đô

56. Media
• Digital: Landing Page,
content, Programmatic
Ads
• Social Media: Facebook
ads, content
• Email marketing
• Forum Seeding
Event
• Control the number of
participants
• Control the number of
events will be organized
STAKEHOLDERS FOCUSING

57. Digital
Facebook
ads
Anphabe.com
Email marketing Content
Programmatic
Ads
Event
Off-siteOn-site
Event Design
and
decoration
Key Event
Website –
Social
Media
Media & Event
Google ads

58. DIGITAL – anphabe.com
Article
Email Marketing Landing Page

59. DIGITAL – Facebook Ads
Facebook ads• Maintain content and images
related to the user.
• Update new information about
event , tips….

60. DIGITAL – Forum Seeding

61. DIGITAL – Programmatic Ads
Banner Ads – Remarketing – Cheap – Easy Control - CRM

62. DIGITAL – Google ads
GSN - Remarketing

63. Key Event
More Theme:
- Marketing
- IT
- Creative
- Engineer
- Sale
- ……..

64. THANKS