social media trend and effectiveness in vietnam

Asia Plus Inc.

Digital marketing trends in Vietnam & worldwide

consumer behavior towards social media marketing

2

Year 2016

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

Source: Asia Plus, Wearesocial.sg

in Vietnam

4

The gap between brands and consumers

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

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

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 drawopportuities

Discounts / Coupon opportunities

Receive useful tips

Receive company information

Reasons of “likes” on brand pages

Source: Asia Plus

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

In Vietnam,

30 brands have

more than

1 million fans (Japan = 7)

Source: Asia Plus, social bakers

These brands receives

1478 interactions in

average

(0.08% of those who likes)


The maximum

average likes of these

brands are 10,008 -

6.8 times higher than

average


These brands post

7.2 contents daily


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 separateprofiles

Post have very few likes

Reasons for the removals

Source: Asia Plus

Advertisement effectiveness

57%

43%

Clicked ad in last 7 days?

41%

59%

Purchased after clicking net ad?

Source: Asia Plus


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

Yes; 81%

No; 14%

I do not remember; 5%

Have you been irritated with the net ad?


Source: Asia Plus

Trusted information source

Source: Asia Plus

Family 66% Friends 56% TV Program 32%

TVCF 29% TVCF 19% Internet Ad 13%

Advertisement effectiveness via neuroscience

Source: ExchangeWire


Interstitial ads Banner



Interstitial ads


Eyeballs are looking for “close”

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


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)


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)

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



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


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.

Tips for social marketing approach in Vietnam





Asia Plus Inc.

Smartphone market research

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

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social media trend and effectiveness in vietnam

Marketing