vietnam digital landscape 2009
DESCRIPTION
Email me if you want soft-copy. Presentation for my speech at MITSEAP Marketing Workshop 2009 - click here for more information (in Vietnamese) http://blog.ngochieu.com/chia-se/vietnam-digital-landscape-2009/TRANSCRIPT
VIETNAM DIGITAL MARKET
VIETNAM DIGITAL MARKETVIETNAM DIGITAL MARKET
Nguyen Ngoc Hieu / 05.09.2009
VIETNAM DIGITAL TREND | AGENDA
R i 2009- Recognize 2009- Vietnam Social Network Landscape- Its Effective to Marketing
My Suggestion- My Suggestion
Nguyen Ngoc Hieu / 05.09.2009
VIETNAM DIGITAL TREND
SITUATIONSITUATION
Nguyen Ngoc Hieu / 05.09.2009
VIETNAM DIGITAL TREND
RECOGNIZE 2009RECOGNIZE 2009
Nguyen Ngoc Hieu / 05.09.2009
01 / YOUNG
VIETNAM DIGITAL TREND | RECOGNIZE 2009
01 / ONLINE POPULATION IS YOUNG
Nguyen Ngoc Hieu / 05.09.2009
76% online Population is from 15-34
Source: Vietnam Online Explosion - Cimigo
ELEMENT 02 / EVERYDAY
VIETNAM DIGITAL TREND | RECOGNIZE 2009
ELEMENT 02 / MOST OF THEM ONLINE EVERYDAY
Nguyen Ngoc Hieu / 05.09.2009
News is still highest but Blog, Forums & Comm is growing fastSource: Vietnam Online Explosion - Cimigo
FACT 02 / EVERYDAY
VIETNAM DIGITAL TREND | RECOGNIZE 2009
FACT 02 / MOST OF THEM ONLINE EVERYDAY
Th li t l t O W k
Nguyen Ngoc Hieu / 05.09.2009
• They online at least Once a Week• Male is more regular
Source: Vietnam Online Explosion - Cimigo
ELEMENT 02 /
VIETNAM DIGITAL TREND | RECOGNIZE 2009
ELEMENT 02 / WHERE THEY ACCESS INTERNET?
• Home Access is the most common
• Cyber Cafe is the second
Nguyen Ngoc Hieu / 05.09.2009Source: Vietnam Online Explosion - Cimigo
ELEMENT 02 /
VIETNAM DIGITAL TREND | RECOGNIZE 2009
ELEMENT 02 / WHERE THEY ACCESS INTERNET?
• Cyber Cafe is for Young• At work for 35-49
Nguyen Ngoc Hieu / 05.09.2009Source: Vietnam Online Explosion - Cimigo
ADSL CONNECTION
VIETNAM DIGITAL TREND | RECOGNIZE 2009
DON’T WORRY! MOST OF THEM HAVE ADSL CONNECTION
Nguyen Ngoc Hieu / 05.09.2009
91% have High speed ConnectionSource: Vietnam Online Explosion - Cimigo
ELEMENT 02 / EVERYDAY
VIETNAM DIGITAL TREND | RECOGNIZE 2009
ELEMENT 02 / MOST OF THEM ONLINE EVERYDAY
Noticeable number:
• 45% Online Daily• 89% Once a Week• 2 ½ Hours is online duration• 2 ½ NOT spend to watch TV
Nguyen Ngoc Hieu / 05.09.2009Source: Vietnam Online Explosion - Cimigo
CONCLUSION
VIETNAM DIGITAL TREND | RECOGNIZE 2009
CONCLUSION
Vietnam Internet Population is very YOUNG. Th d l t f ti li / TV d P i t i l i th i tt ti They spend a lot of time online / TV and Print is losing their attention. Reading News, listening to music, writing Blog & visiting Forums online. New Trend: Communicate with others Social Network become familiar. Almost of them have high speed connection. Almost of them have high speed connection.
Nguyen Ngoc Hieu / 05.09.2009
VIETNAM DIGITAL TREND
VIETNAM SOCIAL NETWORKVIETNAM SOCIAL NETWORKLANDSCAPE
Nguyen Ngoc Hieu / 05.09.2009
VIETNAM DIGITAL TREND | VIETNAM SN LANDSCAPE
Self Expression demand in Vietnam is VERY HIGH
Nguyen Ngoc Hieu / 05.09.2009
SOCIAL NETWORK IN VIETNAM = JUST BLOGGINGSource: Vietnam Online Explosion - Cimigo
A d i Vi t BLOG
VIETNAM DIGITAL TREND | VIETNAM SN LANDSCAPE
BLOGGING DEV. RATIO
And in Vietnam: BLOG =
Nguyen Ngoc Hieu / 05.09.2009
Yahoo! 360 users is >2mil and seem never stop growing
Source: Vietnam Online Explosion - Cimigo
VIETNAM DIGITAL TREND | VIETNAM SN LANDSCAPE
Suddenly on 13 Jul. 2009Things Changed!
Nguyen Ngoc Hieu / 05.09.2009
VIETNAM DIGITAL TREND | VIETNAM SN LANDSCAPE
Beginning of 2009 - Yahoo! Announce their son,Y h ! 360 ill di 13 J l
Nguyen Ngoc Hieu / 05.09.2009
Yahoo! 360 will die on 13. Jul
VIETNAM DIGITAL TREND | VIETNAM SN LANDSCAPE
13 Jul. 2009 – Sad day for the Community
Nguyen Ngoc Hieu / 05.09.2009
VIETNAM DIGITAL TREND | VIETNAM SN LANDSCAPE
Nguyen Ngoc Hieu / 05.09.2009
Users have to find their new house
02 / RESULT FROM Y!360 DEAD
VIETNAM DIGITAL TREND | VIETNAM SN LANDSCAPE
02 / RESULT FROM Y!360 DEAD
Facebook Vietnam becomeFacebook Vietnam become the fastest growing market.
Nguyen Ngoc Hieu / 05.09.2009Source: Facebook Stat API
VIETNAM DIGITAL TREND | VIETNAM SN LANDSCAPE
A closer look onA closer look on
Nguyen Ngoc Hieu / 05.09.2009
FACEBOOK VIETNAM / A CLOSER LOOK
VIETNAM DIGITAL TREND | VIETNAM SN LANDSCAPE
User Stat.
FACEBOOK VIETNAM / A CLOSER LOOK
Nguyen Ngoc Hieu / 05.09.2009Source: Facebook Stat API
FACEBOOK VIETNAM / A CLOSER LOOK
VIETNAM DIGITAL TREND | VIETNAM SN LANDSCAPE
Age stat.
FACEBOOK VIETNAM / A CLOSER LOOK
Nguyen Ngoc Hieu / 05.09.2009Source: Facebook Stat API
FACEBOOK VIETNAM / A CLOSER LOOK
VIETNAM DIGITAL TREND | VIETNAM SN LANDSCAPE
FACEBOOK VIETNAM / A CLOSER LOOK
Age Distribution: Gender Distribution:
Nguyen Ngoc Hieu / 05.09.2009Source: Facebook Stat API
VIETNAM DIGITAL TREND | VIETNAM SN LANDSCAPE
OTHER SOCIAL SITES PHOTO SHARINGOTHER SOCIAL SITES – PHOTO SHARING
Nguyen Ngoc Hieu / 05.09.2009
PHOTO SHARING
VIETNAM DIGITAL TREND | VIETNAM SN LANDSCAPE
VNPHOTO NET XOMNHIEPANH COMPHOTO COM VNVNPHOTO.NET XOMNHIEPANH.COMPHOTO.COM.VN
• All of them is forum base + Online Gallery.• The community is more focus on professional. But now focus on
Nguyen Ngoc Hieu / 05.09.2009
y peveryone who like shooting.
PHOTO SHARING
VIETNAM DIGITAL TREND | VIETNAM SN LANDSCAPE
A new Social Network base on Photo sharing just launch: htt // h thttp://www.photo.vn
PHOTO VN
Nguyen Ngoc Hieu / 05.09.2009
PHOTO.VN
PHOTO SHARING
VIETNAM DIGITAL TREND | VIETNAM SN LANDSCAPE
Flickr.com still the most popular in Photo Sharingpopular in Photo Sharing market
FLICKR.COM
Nguyen Ngoc Hieu / 05.09.2009
VIDEO SHARING
VIETNAM DIGITAL TREND | VIETNAM SN LANDSCAPE
CLIP.VN YOUTUBE VIETNAM
• Slow speed.• Too many banners.• Weak Usability.• Can not expand community
• Speed is better and better.• Reasonable advertising.• Great Navigational & Usability• Huge Community Vietnam community is
Nguyen Ngoc Hieu / 05.09.2009
Can not expand community. Huge Community, Vietnam community is growing fast in YouTube.
MUSIC SHARING
VIETNAM DIGITAL TREND | VIETNAM SN LANDSCAPE
YEUAMNHAC.COM NHACSO.NET ZING MP3
• Just a place to listen music.• 71% user just visit, listen & download music without interact with community.
Nguyen Ngoc Hieu / 05.09.2009
CAREER NETWORK
VIETNAM DIGITAL TREND | VIETNAM SN LANDSCAPE
CYVEE.COM CARAVAT.COM
• Share their resume.• Discuss about career, recruitment trend…
Nguyen Ngoc Hieu / 05.09.2009
ALL IN ONE
VIETNAM DIGITAL TREND | VIETNAM SN LANDSCAPE
They offer “everything”:• Blog• News• Video SharingVideo Sharing• Music Sharing• Photo Sharing• …
ZING.VN YUME.VN
Nguyen Ngoc Hieu / 05.09.2009
FORUMS
VIETNAM DIGITAL TREND | VIETNAM SN LANDSCAPE
Webtretho.com Parent, mom community 256,155
Otosaigon.com Automobile, class A/B 38,021
TinhTe.com Hi-tech 303,032
Hihihehe.com Teen 317,844
DDTH IT C it 527 610DDTH.com IT Community 527,610
GameVN.net Gamer 887,195
Nguyen Ngoc Hieu / 05.09.2009
CONCLUSION
VIETNAM DIGITAL TREND | VIETNAM SN LANDSCAPE
CONCLUSION
Facebook become the domination in Social Market. Flickr! is still the largest Photo Sharing Community in Vietnam. YouTube is leading Video Sharing in Vietnam. Blogging is depend on target user. F di i till f th hi h t ff ti i Vi t Forum seeding is still one of the highest effective in Vietnam.
Nguyen Ngoc Hieu / 05.09.2009
VIETNAM DIGITAL TREND
ITS EFFECTIVE TO MARKETINGITS EFFECTIVE TO MARKETING
Nguyen Ngoc Hieu / 05.09.2009
02 / MEDIA PENETRATION
VIETNAM DIGITAL TREND | DIGITAL MARKETING
02 / MEDIA PENETRATION
Nguyen Ngoc Hieu / 05.09.2009
TV & Print is still dominationSource: Yahoo & TNS - Internet & Media Shift
# /
VIETNAM DIGITAL TREND | DIGITAL MARKETING
# / BUT THEY ARE ALL DECREASE FOR A NEW TREND
Nguyen Ngoc Hieu / 05.09.2009
But they are all decrease for a new kid on the blockSource: Yahoo & TNS - Internet & Media Shift
# /
VIETNAM DIGITAL TREND | DIGITAL MARKETING
# / BUT THEY ARE ALL DECREASE FOR A NEW TREND
Nguyen Ngoc Hieu / 05.09.2009
Online Marketing is effective & cost saving in the current situationSource: Yahoo & TNS - Internet & Media Shift
CONCLUSION
VIETNAM DIGITAL TREND | DIGITAL MARKETING
CONCLUSION
DIGITAL MARKETING is very effective & cost saving to do marketing. Because of:
• Internet user in Vietnam is expanding with “miraculous” speed.(VINASA Vi P id t)(VINASA Vice President)
• Your target is in there.• Easy to measure, tracking.• Captivated, young audience.g• It’s wave of the future• 66% home penetration in 4 key cities in Vietnam.
Nguyen Ngoc Hieu / 05.09.2009
VIETNAM DIGITAL TREND | SITUATION
BUTBUT…
Nguyen Ngoc Hieu / 05.09.2009
VIETNAM DIGITAL TREND | SITUATION
MY FAVORITE QUOTEMY FAVORITE QUOTE
Social Media is like teen sex.Everyone wants to do it. Nobody knows how.“ When it's finally done there is surprise it's not better.
Avinash Kaushik, Analytics Evangelist. Google
Nguyen Ngoc Hieu / 05.09.2009
VIETNAM DIGITAL TREND | SITUATION
MY SUGGESTIONMY SUGGESTION
Nguyen Ngoc Hieu / 05.09.2009
VIETNAM DIGITAL TREND | SUGGESTION
#01SUGGESTION #01
USE WHAT THEY ARE USINGUSE WHAT THEY ARE USING• Facebook• Blog• RSS
T itt• Twitter• Flickr• YouTube• NewsletterNewsletter• Forums – but do not spam them/ interact with them
Nguyen Ngoc Hieu / 05.09.2009
VIETNAM DIGITAL TREND | SUGGESTION
#02
MAXIMIZE YOUR TRAFFIC
SUGGESTION #02
• Microsite is still ideal for short/season campaign.• Ignore Quantity go Quality.• Have SEO plan from the beginning of your campaign.• SEM E mail marketing E PR still an effective way to drive traffic in short time• SEM, E-mail marketing, E-PR still an effective way to drive traffic in short time.
Nguyen Ngoc Hieu / 05.09.2009
VIETNAM DIGITAL TREND | SUGGESTION
#03
HAVE AN UMBRELLA
SUGGESTION #03
HAVE AN UMBRELLA• Nobody remember tons of microsite everyday. • Build and maintain your portal / corporate website together with your microsite campaignmicrosite campaign• Have account: Facebook, Twitter, Flickr, YouTube… for your brand.
Nguyen Ngoc Hieu / 05.09.2009
VIETNAM DIGITAL TREND | SUGGESTION
#04SUGGESTION #04
MEASURE, MEASURE & MEASURE• Google Analytics• Keyword determine• Traffic Tracking• Site ranking• Conversion Rate, CTR, PPC, CPI, CPA…
Nguyen Ngoc Hieu / 05.09.2009
VIETNAM DIGITAL TREND | SUGGESTION
#05
CONNECT WITH YOUR OFFLINE ACTIVITIES
SUGGESTION #05
CONNECT WITH YOUR OFFLINE ACTIVITIES• In Vietnam, Social Media is not everything.• Lots of people online, but also lots of people still out there.
S i l M di i j t i f ti it’ t l thi ! Social Media is just wing for tiger, it’s not replace everything!
Nguyen Ngoc Hieu / 05.09.2009
VIETNAM DIGITAL TREND
THANK YOU!THANK YOU!
Nguyen Ngoc Hieu / 05.09.2009