vietnamese social media landscape

Copyright 2010 NM Incite. This text is for position

only.

Marketing on

Vietnamese

Social Media

Guide

Copyright 2011 NM Incite. Confidential and proprietary.

2

More consumers trust Internet discussion

posts than trust television advertising Word-of-Mouth is the most trusted advertising vehicle.

Source: Nielsen Global Trust in Advertising Q3, 2011


3 3

Most popular online activities

Base: All digital Vietnamese 15+ (n=973)

56

64

64

68

72

74

75

80

87

89

99

Using social networks

Playing online games

Email

Sporting news/results

Streaming audio

Education/study related

Health & medical info

Streaming video

Instant Messaging

Using a search engine

News


4 4

Top 5 social media activities

1. Reading others’ comments about

brands, products and services

2. Browsing other people’s content

on social networking platforms

3. Reading online forums/discussion

boards

4. Updating a social networking

profile

5. Sending private messages via

social networking platforms

47%

46%

46%

44%

37% Base: All digital Vietnamese 15+ (n=973)


5 5

Brand engagement via social media

Discussing

brands/products

online

18%

19% of all digital Vietnamese have clicked the

Facebook ‘Like’ button to show their

approval for a brand or organisation.

Connecting with

brands/products on

social media sites

10%


Brand interaction

is occurring via

social channels

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6 6

14 14 14

12

18

10

7

14

15

13

0

2

4

6

8

10

12

14

16

18

20

Total Male Female 15-19years

20-29years

30-39years

40+years

AB C DEF

%

Base: Digital Vietnamese 15+ who participate in social networking (n=777)

of online social

networkers aged

20-29 access via

mobile.

18%

Adoption of social mobile has emerged


7 7

Social networks in Vietnam


8 8

On which networks have local digital

consumers set up a profile?

34% 30%

Common ways to overcome

facebook blockage

39% 29%


23 24

35

Host

Edit

Direct

Access Proxy

http://www.google.com.au/imgres?imgurl=http://static.technorati.com/10/09/17/18465/Facebook-icon.png&imgrefurl=http://technorati.com/blogging/article/facebook-posting-trips-up-woman-in/&usg=__zBXtxtN8b2nlf_badOiK0_61d0U=&h=512&w=512&sz=44&hl=en&start=2&sig2=vZ1T_j50XMecaFC5OuQWIw&zoom=1&tbnid=5DyhH8M7S3rMYM:&tbnh=131&tbnw=131&ei=tVKBTZ-bNMrMcKvk1YQD&prev=/images?q=facebook&hl=en&gbv=2&tbs=isch:1&itbs=1


9 9

37

31

18

10

1

1

14

35

19

28

1

0

0 5 10 15 20 25 30 35 40

Facebook

Zing/Zing Me

Yahoo! 360 Plus

YouTube

Twitter

Tamtay.vn

%

Main profile Second profile

Zing and Facebook both fare well in the local

market

…followed by Facebook with

just over half of first or

second profiles.

Base: Digital Vietnamese 15+ who participate in social networking and have a main profile (n=505) and who have a ‘second’ profile (n=309)


10 10

Video viewing is dominated by ...

For half the market, YouTube is the single most

used source of video. Second are Zing.vn 12%

share and 24h.com.vn 11% share.

Base: Digital Vietnamese15+ who accessed video online in the last 12 months (n=797)

52%


11 11

69

69

55

50

13

11

9

9

8

4

3

3

1

0 10 20 30 40 50 60 70

First heard/saw some breaking news

Played games

Posted photos/pictures or links

Posted videos or links to videos

Clicked into an ad/commercial message

Engaged with a band/musician/celeb

Shared your physical location with others

Found an item to buy

Engaged with organisation/brand/product

Made a positive ‘public’ comment

Made a negative ‘public’ comment

Advertised an item you’re trying to sell

Engaged with government/politician

%

What people do on social networking sites


11% 30-39 vs.

7% 15-29


12 12

What types of brands do they connect with?

Men much more likely to connect with entertainment

than women (46% vs. 26%). 30-39s more likely to

connect to retailers than any other category.

Health /

beauty Fashion Technology

Media

programs /

personalities /

movies

Entertainment /

festivals /

events / arts



13 13

36

33

31

26

23

17

16

15

15

12

9

3

0 5 10 15 20 25 30 35 40

Entertainment/the arts/festivals/events

Health/beauty brands or products

Technology brands or products

Fashion brands or products

TV/radio programs, personalities or movies

Fast food brands or products

Grocery brands or products

Restaurants, cafes, bars, clubs etc.

Sports brands or products, teams or events

Retailers

Travel and leisure services

Charities or not for profit organizations

%

Brand connection categories



14 14

Consumer electronics is the most

popular category of involvement

57% read other consumers’ online

comments about electronics.

40% read about clothing.

42% actively posted comments or

reviews about electronics.

29% actively posted comments or

reviews about movies.


Men are more likely to

discuss electronics

than women,

as are 20-29 year olds


15 15

Base: Digital Vietnamese 15+ who have connected with brands / organisations via a social network (n=40)

Motivations for connecting with brands on social networks

75% entertainment

/ interest

55% exclusive

info

27% general

updates/info

27% to have a

conversation

19% for offers

and deals

18% to ask a

question


16 16

The Group Buying category has emerged in

Vietnam

12% of those who have signed up to receive deals or offers have

purchased more than once

41%

1%

20%

aware of Group Buying

offers

have signed up to receive offers

of those who have received a Group

Buying offer have purchased



17 17

47

25

18

31

16

10

14

5

4

0 5 10 15 20 25 30 35 40 45 50

Reading other people’scomments about brands,

products or services

Watching an online videoabout a product or serviceyou were thinking about

buying

Discussing / posting yourown reviews about brands,

products or services

%

Done in past 12 months Done monthly or more often Done weekly or more often

The way social media is informing and

influencing consumer purchase decisions


Reading review is

more than writing


18 18

How consumers publish their opinions

58% social networking / community sites

40% forum / message board

18% blogs

14% online review site

12% on retailer’s official site

9% on news website

Base: Digital Vietnamese 15+ who write comments / reviews (n=232)


19 19

52

35

34

25

17

16

43

12

30

18

20

11

66

12

0 10 20 30 40 50 60 70

A social networking site

Online forum/message board

Company’s official website

Retailer’s official website

Someone’s blog

Independent ‘review’/opinion website

YouTube

News website

%

Read Watch

Where consumers read comments vs. where they

watch video

Watching videos to support

decisions about consumer

electronics, clothing and

movies are the most popular.

Base: Digital Vietnamese 15+ who read comments / reviews (n=465) and those who have ever watched online

video about products, services (n=330)


20 20

67

41

30

16

5

4

2

13

76

47

30

19

5

3

3

8

0 10 20 30 40 50 60 70 80

Used a search engine to find suppliers of the product/service

Visited the product/service providers’ website to find out

more

Told others about the video/comments

Shared the video/commentswith others

Actually purchased the product/service

Contacted the product/service provider to find out more

(email, web form, telephone)

Visited the store/business

I did none of the above

%

Action after reading Action after watching online

Next steps after social media & rich media...

Base: Digital Vietnamese 15+ who read comments / reviews (n=465) and those who have ever watched online video

about products, services (n=330)


21 21

Where do consumers search online for

product information before buying

Base: Digital Vietnamese 15+ who read comments / reviews (n=465)

13

19

23

36

37

38

60

89

Onlines News

Yahoo, Google Answer

Social networks to ask friends

Forums

Online Chat

Classified websites

Company website

Google


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Social Media Marketing Suggested Approaches

• Direct Seeding: Identify and contact core

influencers directly to promote products and

services. - Works with blogs and forums - Require relationship with Online Community

Managers and core influencers

• Indirect Seeding: Advertise in the online

communities where consumers are having an online

discussion.. - Guided by knowing key communities, people,

and topics of interest

• Create your own community: Build a branded

community on popular social networks like facebook

or zing


23


23

Social Media Marketing Direct Seeding Ideas

• Invite to events or special programs

• Seed with product demos or free

samples

• Provide news/product info that isn’t

available to other communities

• Provide special offers or promotions

• Provide channel for feedback – ask for

their input!

Direct seeding of core influencers requires the identification and profiling of the

key “influencers” of discussion about the brand and/or the category. There are

several options for leveraging these individuals to promote the brand.


24 24

• 40% consumers publish their opinions on Forums and

36% consumers search for product information on

forums before buying

• Forums discussions rank higher and have more

impressions in Search Engine

• Forums seeding drives focused and fast influence with

low cost.

• Forums seeding create

more engagement than

Social Network

Social Media Marketing Forum Seeding


25 25

• Build relationship with Online Community Managers

• Focus on quality over quantity. Pick a place and do it well. Don’t spread yourself too thin.

• Amplify effects by combing traditional media with social media to create an integrated marketing strategy

Social Media Marketing Forum Seeding

• Focus on building loyalty and

advocacy: Be responsive and

educative, maintain

community even after

campaign


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NM Incite can provide actionable intel for

your seeding campaign

• List of Top Social Media sources where people discuss about your

product or product category: Top social networks, forums, blogs…

• List of Top forum threads that discuss your brand: To know the

context of discussions about your brand or product category…

• List of influencers: Who are they,

where they are most active, their

profiles, post history, contacts….

• List of online articles written about

your brands: the sources of these

articles, how often they are cited


27


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Build your own branded community

Zing – owned by VNG

• Combined with off-line campaign,

TVC, banner, event

• Access to Zing’s members and forum

• Contact VNG for a managed

campaign

Facebook

• Drive discussions through recipe

sharing, gossip, events, celebrity

• Access to facebook members

• Free of charge

• Easy to measure reach and

effectiveness


28


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NM Incite can measure the effectiveness of

your campaign

Buzz Volume Messages generated about your products as the result of your campaign versus key competitors’ campaigns within a timeframe.

Discussion Topics

Categorize messages based on topics naturally occurring within discussion about your product from a random sample of messages

Consumer Sentiment

• Categorize messages into one of five sentiment areas: Positive, Negative, Mixed, or Neutral discussion from a random sample of messages

• Net Sentiment Score = Positive – Negative / Positive + Negative + Mixed

Qualitative Insights Notable quotes from messages about your product, organized by

key themes


29 29

• Share facts, not opinion – Do not release canned, opinion driven statements. Share the facts of the situation from your side and do not deviate from them.

• Speed is Key – Respond quickly and confidently. If you don’t get the information to the bloggers, media, discussion forum posters and others, someone else will.

• Don’t close up – Continuing transparency through a crisis is key. It may hurt in the short term, but long term it will help to renew and revitalize your company image.

Managing Social Media Crisis Rules of engagement

The community will find out all of the information eventually, therefore you will be better off if you release it.

• Be the Expert – You are the expert in your industry. Explain the problem, explain the steps you are doing to solve the problem. Don’t allow third parties to be the go to place for information – it is your right and responsibility to be central to the discussion.


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NM Incite provides Brand Defensive and

Crisis Management Tool

Crisis Warning

• Setting up an alert email once crisis topic such as Food poisoning or Food Recall is detected and the number of discussions involved this topic reaches a certain threshold

• Buzz audit report to track brand social media health which uncovers unknown customer criticisms

Post Crisis Analysis

An analytical research into the crisis once it has happened to

assess the extent and the reach of the crisis and compare it with

the brand’s other crisis the past or competitors’ crises in the past. Access to Crisis Management Experts

• NM Incite’s actionable recommendations when a crisis hits


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Peter Nguyen Manager, NM Incite

CENTRE POINT - 106 Nguyen Van

Troi St.

Phu Nhuan Dist. HCM. City,

Vietnam

For questions, please contact:

Peter Nguyen

fiickdotcom

Peter Nguyen

t: + 84 8 3997 8088 x: 8174

f : + 84 8 3845 5348

m: +84 977 550 665

e: [email protected]

vietnamese social media landscape

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