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Social media trend and effectiveness in VIetnam

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Although Vietnamese love Facebook and smartphones are everywhere, enterprises fail to leverage this opportunities and rely on traditional media approach. Q&Me by Asia Plus Inc has gone through multiple analysis how to narrow this gap and approach users via social media

Publicada em: Marketing
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Social media trend and effectiveness in VIetnam

  1. 1. Asia Plus Inc. Digital marketing trends in Vietnam & worldwide consumer behavior towards social media marketing
  2. 2. 2 Year 2016
  3. 3. 3 Year 2016 90% of urban 20-39 years old own smartphone Spend 4 hours for internet, out of which more than half are from smartphone 67% have purchased online. 50% of online shopping and YouTube usage are from smartphones ource: Asia Plus, Wearesocial.sg in Vietnam
  4. 4. 4 The gap between brands and consumers
  5. 5. 5 The gap between brands and consumers TV; 91 Internet (PC); 134 Internet (Mobile); 103 Others; 56 Vietnamese average media consumption (min) Worldwide Vietnam Digital spend % in ad cost Digital Others 27% 5-10% Source: Asia Plus Source: Asia Plus, eMarketer
  6. 6. Facebook for Vietnam Source: Asia Plus By far, the strongest tool to reach your audience • 98% of urban 20-39 use it • 75% use it to as information source • Spend 2.5 hours in average daily • Owns 460 friends • 14% single have used it to look for the partner
  7. 7. Vietnamese “likes” 48 brand page in average 44% 35% 32% 32% 30% 27% 17% Receive latest product information Receive event information I simply like the brand Give-aways / Lucky draw opportuities Discounts / Coupon opportunities Receive useful tips Receive company information Reasons of “likes” on brand pages Source: Asia Plus
  8. 8. Vietnamese “likes” 48 brand page in average 17% 27% 37% 38% 48% Through campaign Facebook ads Search on Facebook Visit brand page directly Like or share from my friends Trigger to “like” the page Source: Asia Plus
  9. 9. In Vietnam, 30 brands have more than 1 million fans (Japan = 7) Source: Asia Plus, social bakers
  10. 10. These brands receives 1478 interactions in average (0.08% of those who likes) Source: Asia Plus, social bakers
  11. 11. The maximum average likes of these brands are 10,008 - 6.8 times higher than average Source: Asia Plus, social bakers
  12. 12. These brands post 7.2 contents daily Source: Asia Plus, social bakers
  13. 13. 94% has removed their likes from brand page, including 19% of “often do” 41% 39% 39% 23% 12% 7% Posts are different from my interests Post of low-qualities Too much commercial factors Pots frequency are very few When i feel interactions are with separate profiles Post have very few likes Reasons for the removals Source: Asia Plus
  14. 14. Advertisement effectiveness 57% 43% Clicked ad in last 7 days? 41% 59% Purchased after clicking net ad? Source: Asia Plus
  15. 15. Advertisement effectiveness 57% 43% Clicked ad in last 7 days? 41% 59% Purchased after clicking net ad? Source: Asia Plus 37% 34% 29% 28% 27% 22% 14% 13% 13% Interested in products As it looks impressive As it has good promotion By mistake As it looks funny Forced to see the content I want As I like the brand As I like the celebrity As I could earn money by click Reasons of clicks
  16. 16. Yes; 81% No; 14% I do not remember; 5% Have you been irritated with the net ad? Advertisement effectiveness Source: Asia Plus
  17. 17. Trusted information source Source: Asia Plus Family 66% Friends 56% TV Program 32% TVCF 29% TVCF 19% Internet Ad 13%
  18. 18. Advertisement effectiveness via neuroscience Source: ExchangeWire
  19. 19. Advertisement effectiveness via neuroscience Interstitial adsBanner Source: ExchangeWire
  20. 20. Advertisement effectiveness via neuroscience Interstitial adsBanner Source: ExchangeWire
  21. 21. Advertisement effectiveness via neuroscience Interstitial adsBanner Source: ExchangeWire
  22. 22. Advertisement effectiveness via neuroscience Interstitial ads Source: ExchangeWire Eyeballs are looking for “close”
  23. 23. Tips for social marketing approach in Vietnam 1. Set the goal and plan accordingly 2. Quantity + Quality 3. Mobile approach, not as subset of TV or desktop 4. Measure the achievement
  24. 24. 1. Set the goal and plan accordingly 0.0% 1.0% 2.0% 3.0% 4.0% 5.0% 6.0% 7.0% 8.0% Facebook Engagement trend by format (2015) Videos Images Links Status Source: locowise Define what the objective is. Define audience and plan the approach accordingly. (Share this with your agencies for the better results)
  25. 25. 3. Quantity + Quality 7.2 contents x 48 brands page = 346 posts daily Enhance the quality of each posts for better engagement (or your reach / interaction goes down) Contents that consumers would receive at max (theoretically)
  26. 26. Watching behaviors are different between devices Times spent for each contents from smartphone - 1.7 sec 64% of Vietnam users either “close the browser (18%)” or see minimum to skip (48%)” Source: ExchangeWIre, Asia Plus 3. Mobile approach, not as subset of TV or desktop
  27. 27. 3. Mobile approach, not as subset of TV or desktop Tips for better social contents 1. Attractive visual 2. Logo / Brand 3. Clear message 4. Do not save the best for last 5. Easy to understand w/o sound Oded Shoham, CEO and co-founder, evania Source: ExchangeWIre, Asia Plus
  28. 28. 3. Measure the achievement Benefit of online is that it is measurable. Set the KPI (Key performance indicators) and KGI (Key goal indicators) and review deeper than CPC, CPA.
  29. 29. Tips for social marketing approach in Vietnam 1. Set the goal and plan accordingly 2. Quantity + Quality 3. Mobile approach, not as subset of TV or desktop 4. Measure the achievement
  30. 30. Asia Plus Inc. Smartphone market research
  31. 31. What goes on in the rest of the market Net usage in Vietnam and other SEA countries are VERY LOW Online; 51% Offline; 49% Online; 1% Offline; 99% Online usage differences in Market Research
  32. 32. Our Solution Survey is conducted via mobile phone and the data is processed real-time Affordable Quick High quality Takes 24 - 48 hours for most surveys, proving real-time analysis Superb real-time analysis for flexible and accurate data collection 1/4 of the competitor pricing
  33. 33. Our advantage – Our process Big report Invitation Data collections Data ready Provide quickest research service with maintaining quality Our members receive points by answering survey Contradicte d answers Speed users Fake questions Bad answer filtering
  34. 34. Thank you

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