vietnam social media effectiveness
TRANSCRIPT
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)
Source: Asia Plus, social bakers
The maximum
average likes of these
brands are 10,008 -
6.8 times higher than
average
Source: Asia Plus, social bakers
These brands post
7.2 contents daily
Source: Asia Plus, social bakers
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
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
Yes; 81%
No; 14%
I do not remember; 5%
Have you been irritated with the net ad?
Advertisement effectiveness
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
Advertisement effectiveness via neuroscience
Interstitial ads Banner
Source: ExchangeWire
Advertisement effectiveness via neuroscience
Interstitial ads Banner
Source: ExchangeWire
Advertisement effectiveness via neuroscience
Interstitial ads Banner
Source: ExchangeWire
Advertisement effectiveness via neuroscience
Interstitial ads
Source: ExchangeWire
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
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)
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)
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
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
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.
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
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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