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The power of social media on Shoppers‘
purchase decision journey
Trieu Nguyen
CEO / YouNet Media
Nov 2013
What is social media?

“…Social Media is where users can create,
share contents and interact with others…”

2
What is social media?

3
Top global social platforms at size

4
Top global social platforms at size

5
Facebook – the 2nd society

“… despite the skepticism about Facebook...
we just can’t ignore a billion users there…”

Colin Sebastien (Robert W. Baird) on CNBC

6
Vietnam Internet Users
Almost 32 million users

7
Vietnam Facebook Users

of Internet users

1 million new users every month (2013)
8
Asia & Vietnam Facebook Growth (%)

Facebook Vietnam grows fastest
9
Facebook is certainly #1 social network
Users Reach Estimation (%)

Source: Comscore (Mar 2013)
10
Vietnam & Thailand users are most active

Source: Comscore (Mar 2013)
11
Time spent on social networking sites

Source: Comscore (Mar 2013)
12
Vietnam: Communities are still popular

tinhte.vn

…Still popular places for reviews & conversations
13
Voice of online consumers
~ 500,000

Vietnamese public fan PAGES

~ 300,000

~800,000
Groups & Pages posts PER DAY

Vietnamese open GROUPS

20,000,000
Vietnamese user profiles

26%

~ 10,000,000

Users public posts PER DAY

Of online conversations relate to products or services
(global)
Source: YouNet Media’s Social Monitoring, Nielsen
14
Voice of online consumers
Tracking of Vietnam SmartPhone Industry (Monthly)

Source: YouNet Media’s Social Monitoring
15
Voice of online consumers
Consumers are talking about our products…

Commenting

Reviewing

16
How to win shoppers?

Marketing #1 goal:
Reach consumers at the moments that most influence
their purchase decision!

17
The traditional shopping funel

Source: McKinsey
18
Smarter shoppers’ new decision journey
(2) add/subtract new brands
while evaluating

(3) Utimately
choose a brand at
shop

(1) Initial Set

(4) Build expectation based on
experience to inform the next
decision journey
Source: McKinsey
19
Zero Moment Of Truth
Online search, review… become
essential part in shoppers’ decision
process.

Winning the shoppers are Zero Moment of True
Source: Google Macro Consumers Research 2012
20
Zero Moment Of Truth
v 50% of consumers used a search engine to find out information
v 49% of consumers talked with friends/family about the product
v 36% of consumers sought information for a product brand/
manufacturer Website
v 31% of consumers read product reviews or endorsements
online
v 22% of consumers sought information from a retailer/store
Website
v 22% of consumers read comments following an article/opinion
piece online
v 18% of consumers became a friend, follower, “liked” a brand
Source: Google Macro Consumers Research 2012
21
Touch point 1 – Initial set of brands

ü  Brand Awareness & Top-of-mind matters
ü  Brands included in this phase has 3 times higher chance to
be purchased
ü  But, shoppers usually add 1-2 more brands during phase 2
(Active Evaluation)
Source: McKinsey
22
Facebook is the cheapest channel
Cost Per 1000 Impressions

TVC

>50+$

BANNER ADS

FACEBOOK ADS

0.3$

0.1$

Source: KantarMedia | Admicro
23
Touch point 2 - Active Evaluation

ü  Beside “At-store interaction”, consumer-driven marketing is
the key of success
ü  Company-driven marketing doesn’t decide in final purchase

Source: McKinsey
24
Build your online presence to win
SHOPPER
(1)  Search for official product
information
(2)  Read online reviews and
comments

BRAND
(1)  Company Website
(2)  Products & Brands sites &
product showcase videos on
Youtube,…

(3)  Build detailed reviews &
rating on popular review
(3)  Talk to friends on social
sites
networks
(4)  Listen, analyze & engage to
consumers’ conversation
(4)  Become fans, “liked” a brand to
online
follow latest products update
(5)  Build touch points on Social
Media (Fanpage,…) to update
(5)  Comment/feedback about
& do social customer service,
products & services
build loyal fans.
25
Good is not enough, Better matters
Understand your potential Consumers and perform better than your
Competitors is the key to win.
q  Actively & passively listen to consumers’ conversations on all
channels to get their insights:
ü  Where are your target customers being talking about?
ü  How much they care and how do they like our products?
ü  Do they like us or our competitors more?
ü  What are “positive” (and “negative”) driving factors?
ü  What are trending topics relevant to our brand & industry?
q  Tracking competitors and industry to ensure you will do better:
ü  Who is winning in term of consumers share of voices?
ü  Who wins consumers’ minds, in what aspects?
ü  Where are competitors doing?
ü  And much more….
26
Social CRM - STRATEGY & MODEL

Fans acquisition

27
Social Customer Care – Learning
US top social customer care quality (using Twitter & Facebook)

Source: SocialBakers
28
Final thought
1. 

Build your Social Media presence for winning shoppers’ right touch
points

2. 

Synchronize your Offline & Online/SOCIAL Marketing Strategy

3. 

Listen to consumers to gain insights, trends and improve your customers
post-purchase experience

4. 

Build your Social CRM, innovate and become a Social Enterprise

“Do not forget 20-million customers in FB
Win them, or your competitors will!”

29
trieunh@younetmedia.com
0913-674-095
www.younetmedia.com
www.toponsocial.com

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Social Media power on Shoppers' decision journey

  • 1. The power of social media on Shoppers‘ purchase decision journey Trieu Nguyen CEO / YouNet Media Nov 2013
  • 2. What is social media? “…Social Media is where users can create, share contents and interact with others…” 2
  • 3. What is social media? 3
  • 4. Top global social platforms at size 4
  • 5. Top global social platforms at size 5
  • 6. Facebook – the 2nd society “… despite the skepticism about Facebook... we just can’t ignore a billion users there…” Colin Sebastien (Robert W. Baird) on CNBC 6
  • 7. Vietnam Internet Users Almost 32 million users 7
  • 8. Vietnam Facebook Users of Internet users 1 million new users every month (2013) 8
  • 9. Asia & Vietnam Facebook Growth (%) Facebook Vietnam grows fastest 9
  • 10. Facebook is certainly #1 social network Users Reach Estimation (%) Source: Comscore (Mar 2013) 10
  • 11. Vietnam & Thailand users are most active Source: Comscore (Mar 2013) 11
  • 12. Time spent on social networking sites Source: Comscore (Mar 2013) 12
  • 13. Vietnam: Communities are still popular tinhte.vn …Still popular places for reviews & conversations 13
  • 14. Voice of online consumers ~ 500,000 Vietnamese public fan PAGES ~ 300,000 ~800,000 Groups & Pages posts PER DAY Vietnamese open GROUPS 20,000,000 Vietnamese user profiles 26% ~ 10,000,000 Users public posts PER DAY Of online conversations relate to products or services (global) Source: YouNet Media’s Social Monitoring, Nielsen 14
  • 15. Voice of online consumers Tracking of Vietnam SmartPhone Industry (Monthly) Source: YouNet Media’s Social Monitoring 15
  • 16. Voice of online consumers Consumers are talking about our products… Commenting Reviewing 16
  • 17. How to win shoppers? Marketing #1 goal: Reach consumers at the moments that most influence their purchase decision! 17
  • 18. The traditional shopping funel Source: McKinsey 18
  • 19. Smarter shoppers’ new decision journey (2) add/subtract new brands while evaluating (3) Utimately choose a brand at shop (1) Initial Set (4) Build expectation based on experience to inform the next decision journey Source: McKinsey 19
  • 20. Zero Moment Of Truth Online search, review… become essential part in shoppers’ decision process. Winning the shoppers are Zero Moment of True Source: Google Macro Consumers Research 2012 20
  • 21. Zero Moment Of Truth v 50% of consumers used a search engine to find out information v 49% of consumers talked with friends/family about the product v 36% of consumers sought information for a product brand/ manufacturer Website v 31% of consumers read product reviews or endorsements online v 22% of consumers sought information from a retailer/store Website v 22% of consumers read comments following an article/opinion piece online v 18% of consumers became a friend, follower, “liked” a brand Source: Google Macro Consumers Research 2012 21
  • 22. Touch point 1 – Initial set of brands ü  Brand Awareness & Top-of-mind matters ü  Brands included in this phase has 3 times higher chance to be purchased ü  But, shoppers usually add 1-2 more brands during phase 2 (Active Evaluation) Source: McKinsey 22
  • 23. Facebook is the cheapest channel Cost Per 1000 Impressions TVC >50+$ BANNER ADS FACEBOOK ADS 0.3$ 0.1$ Source: KantarMedia | Admicro 23
  • 24. Touch point 2 - Active Evaluation ü  Beside “At-store interaction”, consumer-driven marketing is the key of success ü  Company-driven marketing doesn’t decide in final purchase Source: McKinsey 24
  • 25. Build your online presence to win SHOPPER (1)  Search for official product information (2)  Read online reviews and comments BRAND (1)  Company Website (2)  Products & Brands sites & product showcase videos on Youtube,… (3)  Build detailed reviews & rating on popular review (3)  Talk to friends on social sites networks (4)  Listen, analyze & engage to consumers’ conversation (4)  Become fans, “liked” a brand to online follow latest products update (5)  Build touch points on Social Media (Fanpage,…) to update (5)  Comment/feedback about & do social customer service, products & services build loyal fans. 25
  • 26. Good is not enough, Better matters Understand your potential Consumers and perform better than your Competitors is the key to win. q  Actively & passively listen to consumers’ conversations on all channels to get their insights: ü  Where are your target customers being talking about? ü  How much they care and how do they like our products? ü  Do they like us or our competitors more? ü  What are “positive” (and “negative”) driving factors? ü  What are trending topics relevant to our brand & industry? q  Tracking competitors and industry to ensure you will do better: ü  Who is winning in term of consumers share of voices? ü  Who wins consumers’ minds, in what aspects? ü  Where are competitors doing? ü  And much more…. 26
  • 27. Social CRM - STRATEGY & MODEL Fans acquisition 27
  • 28. Social Customer Care – Learning US top social customer care quality (using Twitter & Facebook) Source: SocialBakers 28
  • 29. Final thought 1.  Build your Social Media presence for winning shoppers’ right touch points 2.  Synchronize your Offline & Online/SOCIAL Marketing Strategy 3.  Listen to consumers to gain insights, trends and improve your customers post-purchase experience 4.  Build your Social CRM, innovate and become a Social Enterprise “Do not forget 20-million customers in FB Win them, or your competitors will!” 29