Digital Landscape 2018
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The document provides an overview of the digital landscape and social media strategy in Vietnam. It finds that Vietnam has a high mobile social media penetration rate of 50% and identifies Facebook and Instagram as the largest growing social platforms. The strategy outlines target audiences of youth aged 18-34 and married families 35-44. It proposes building audience pools on Facebook by interest and behaviors to retarget across the customer journey from awareness to conversion. Key performance indicators are suggested to measure objectives of increasing brand affinity, consideration, and driving sales.
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Digital Landscape 2018
- 1. 1 The digital landscape in Vietnam 2018
- 2. 2 TECHNOLOGY SHIFT01 * Source: eMarketer, July 2018; Facebook IQ, Jun 2014 Vietnamese audience has a high intent and usage in mobile shopping, social network marketplace, group buying and deals.
- 3. 3 CULTURAL TRUTH02 Vietnam has the highest female labour force participation rate (72.2% in 2017) across South- east Asia. Females in Vietnam have increasing financial independence, which allows them more say in buying household appliances whether for themselves or their families. * Source: International Labour Organization, ILOSTAT database, Sept 2018
- 5. 5 Current social media landscape SOCIAL MEDIA STRATEGY TOSHIBA VIETNAM 96.0million Total population Active mobile social media penetration rate (50 million) Active social media penetration rate (55 million) Vietnam has a high mobile social media penetration rate of 50% (vs. APAC avg. 33.4%) and a huge potential audience pool of 50 million. * Source: Digital in 2018 in Southeast Asia, We are Social, Jan 2018 Social media penetration rate in Vietnam
- 6. 6SOCIAL MEDIA STRATEGY TOSHIBA VIETNAM Facebook & Instagram are both growing fast in Vietnam but Facebook has the higher penetration rate. * Source: eMarketer, July 2018 Current social media landscape
- 7. 7SOCIAL MEDIA STRATEGY TOSHIBA VIETNAM +6% year-on-year change in penetration 35.08 million people purchasing consumer goods via e-commerce * Source: Digital in 2018 in Southeast Asia, We are Social, Jan 2018 Searched online for a product or service to buyPurchased a product or service online Visited an online retail store 47% of Vietnamese internet users made an online purchase in the past 30 days Current digital landscape
- 8. 8 THE TRUTH Event though 47%* of business in Vietnam reported that social networks were highly effective as part of their marketing channels, Vietnam is still behind in the online advertising market, with only 18.4%* of media ad expenditure on digital ads. * Source: Advertisers in Vietnam Tap Social, Search, eMarketer, Mar 2017
- 9. 9 THE OPPORTUNITY Become an early adopter of digital advertising on Social from branding efforts to e-retail sales, to see ROI using a social CRM approach.
- 10. 10SOCIAL MEDIA STRATEGY TOSHIBA VIETNAM Building the social CRM journey Consideration Awareness Preference Conversion Branding Reach & inspiration Educating Implement a funnel-based approach and cultivate audience along the customer journey, where tailored social content will be mapped out against the funnel and amplified with paid media to help us achieve our objective. Motivating Acquiring Content consumption Digital actions & offline trials Social performance A personalized customer journey based on the objectives
- 11. 11 Brand target audience in Vietnam Youth (18 - 34) Embracing explorers who desire to create, control, and seek the best Married family (35-44) Ambitious go- getters who need simplified home solutions that take care of all the details. Age Affluence
- 12. 12SOCIAL MEDIA STRATEGY TOSHIBA VIETNAM THE POTENTIAL Consumers 9% of total private spending goes to household appliances in 2017 Consumers aged from 18 to 44 represents 57~60% of sales in the market. * Source: Ministry of Industry and Trade Vietnam, 2018
- 13. 13SOCIAL MEDIA STRATEGY TOSHIBA VIETNAM From target audience to social target audience FACEBOOK ECOSYSTEM SEGMENTATION TO CONSIDER SOCIO- DEMOGRAPHIC INTEREST & BEHAVIOURS CUSTOM AUDIENCE LOOKALIKE AUDIENCE Location (country, postal code), age, gender, relationships, job, education, life events Hobbies/interests, digital activities, mobile device uses, purchase behaviours, pages audience is following Website Visitors Customer databases Video viewers Engagers from FB & IG Lookalikes of custom Audiences (1% - 5%) who has similar profiles
- 14. 14SOCIAL MEDIA STRATEGY TOSHIBA VIETNAM From target audience to social target audience CUSTOMER JOURNEY BUSINESS OBJECTIVE FACEBOOK ECOSYSTEM Segment 1 - age 18-24 * Data from FB Audience Insight Tool Segment 2 - age 25-34 Segment 3 - age 35-44 Remarketing Segment 1 Remarketing Segment 2 Potential audience 1 Potential audience 2 Unlock the retargeting capability Build the audience pool Trendy subject: movie, TV show, athlete, games Interest*: lifestyle-centric filters like pop culture, art & entertainment, events Behaviour: engaged shoppers, mobile users Socio-demographic: upcoming life events / celebration / anniversary Demographic: married, parents, working adults Work industry: business, management, art, media, IT, healthcare service etc. In phase 2 - only retarget audience who participated trials or redeemed offers To add custom audience in phase 3 - FB & IG engagers Lookalike audience of redeemers & event participants Custom audience: video viewers, link clickers and engagers from FB & IG activities Website visitors captured via FB pixel; custom email list of current shoppers (provided by retails etc.) Consideration Awareness Preference Conversion Branding Educating Motivating Acquiring
- 15. 15 Introducing the strategic framework to organise thinking SOCIAL MEDIA STRATEGY TOSHIBA VIETNAM Ogilvy OS To orchestrate social activities that are capable of delivering consistency all the time
- 16. 16 Introducing the strategic framework to organise thinking SOCIAL MEDIA STRATEGY TOSHIBA VIETNAM Brands matter in short, medium and long-term Social and digital efforts build brand value as much as, or even more than paid media, in different time horizons.
- 17. 17 Introducing the strategic framework to organise thinking SOCIAL MEDIA STRATEGY TOSHIBA VIETNAM A holistic approach toward social media HEALTHY CORE STRONG CENTRE DYNAMIC SURFACE
- 18. 18SOCIAL MEDIA STRATEGY TOSHIBA VIETNAM Putting Toshiba Vietnam in the framework Support with brand purpose and mission HEALTHY CORE STRONG CENTRE DYNAMIC SURFACE A holistic approach toward social media Regional brand platform Details Matter Local brand platform True home Always-on activities Campaigns with ever- green topics (like environmental sustainability) Campaigns with seasonal business objectives
- 19. 19SOCIAL MEDIA STRATEGY TOSHIBA VIETNAM CONSUMER INSIGHTS * Source: International Labour Organization, ILOSTAT database, Sept 2018
- 20. 20SOCIAL MEDIA STRATEGY TOSHIBA VIETNAM CONSUMER INSIGHTS Consumers have become more observant and selective - they consider factors like price, quality, promotions, after-purchase service from various channels, different retailers and manufacturers 01 CONSUMERS HAVE LESS TIME BUT MORE CHOICES * Source: International Labour Organization, ILOSTAT database, Sept 2018 * Source: Consumer appliances in Vietnam, Euromonitor, 2017
- 21. 21SOCIAL MEDIA STRATEGY TOSHIBA VIETNAM CONSUMER INSIGHTS Consumers tend to pay extra for products with better energy efficiency and that are less damaging to the environment. * Source: Consumer appliances in Vietnam, Euromonitor, 2017 02 CONSUMERS ARE MORE ENVIRONMENTALLY CONSCIOUS
- 22. 22SOCIAL MEDIA STRATEGY TOSHIBA VIETNAM CONSUMER INSIGHTS Consumers tend to trust friends in their community or figures of authority. 2/3 of purchases consumers make are products or services recommended by friends and family. Sharers are 9x more likely to purchase/convert. Social sharing influences purchase decision. 03 SOCIAL BELONGING, SHARING & PROOF * Source: The Power of Sharing Data, RadiumOne, 2016
- 23. 23SOCIAL MEDIA STRATEGY TOSHIBA VIETNAM CONSUMER INSIGHTS Social media is now a companion in life greatest moment as well as everyday moments for Vietnamese audience. They use Facebook as the discovery tool and communication hub for their everyday life and moments that matters. 04 MOMENTS THAT MATTERS * Source: eMarketer, July 2018; Facebook IQ, Jun 2014
- 24. 24 Social communication framework Objective CommunicationCUSTOMER JOURNEY Tactics as thought starters - Consistent brand-centric posts - Proactive customer service - Celebrities’ endorsement - Consistent brand & products posts - Influencers’ endorsement - Engaging in conversations with customers - Testimonials from customers - Trials - Promotions - Limited offers Establish brand proposition around reliability, trustworthiness and innovation while speaking in a way that conveys trust and authority Potential customers to learn more about product offers, using offline trials and online testimonials New consumers by using incentives like promotions or limited offers Brands / Products by connecting both functional and emotional benefits in real-life situations and moments to change attitude.
- 25. 25 Social communication framework Objective Communication Platform Format Call to action Facebook Instagram YouTube Video, image, GIF News feed image Video (organic), pre-roll Discover, learn more Facebook Instagram YouTube Video, canvas, carousel News feed image, story Video (organic), pre-roll Inspire, explore, learn more Facebook News feed link ad (clickable), carousel ad, lead generation ad Link to trial/retail site, sign-up & try Facebook Link ad, carousel ad, dynamic catalog ad Link to retail site, buy CUSTOMER JOURNEY Establish brand proposition around reliability, trustworthiness and innovation while speaking in a way that conveys trust and authority Potential customers to learn more about product offers, using offline trials and online testimonials New consumers by using incentives like promotions or limited offers Brands / Products by connecting both functional and emotional benefits in real-life situations and moments to change attitude.
- 26. 26 Measurement framework KPIs should be determined as a function of our campaign objective Increase brand affinity and association with key brand strengths Drive brand consideration, cause consumers to think of our products Position our products at the top of consumer’s mind Drive sales and purchase # Reach, #frequency, # Impressions, # 3s video views, % view through rate, % video completion rate, % ad recall rate, #engagement (comment, reaction, share), % engagement rate, # 3s video views, % view through rate, % video completion rate, #engagement (comment, reaction, share), % engagement rate, # clicks, # click through rate, % canvas open rate, # canvas view time # clicks, # click through rate, # landing page views, % lead form completion rate, # leads (i.e. trials sign-up), # offer save, # offer redemption # clicks, # click through rate, # landing page views, # purchase/sales, # cost per purchase, % conversion rate, % traffic to purchase ratio, % drop-off rate & retention rate on website SOCIAL OBJECTIVE SOCIAL KPISCUSTOMER JOURNEY BUSINESS OBJECTIVE
- 27. • Facebook: General best practices • Instagram: General best practices Appendix (Bonus ingredients) 27
- 28. 28SOCIAL MEDIA STRATEGY TOSHIBA VIETNAM Facebook: General best practicesAppendix 1.Facebook: General best practices Maintain one consistent tone of voice across all communications Content must provide value or entertainment purposes, this is determined by the audience. The audience will share because they want, not because they were asked Every post, when possible, should be accompanied by a visual to boost engagement unless the community is also built on text posts (and these posts perform) For video content, add text overlaid captions" to better capture the attention of mobile users Encourage engagement and have a clear CTA for users to respond to (E.g., "Click here for...") Shorten URLs – use a URL shortener to make links trackable and appear cleaner Publish content at the optimal time of day, and maintain a consistent look and feel. Both take time to develop and learn, however, daily, weekly, and monthly reporting will provide insights on this Be cautious of photo albums and other ways to publish because they are not always effective Target your posts using paid to boost proper awareness among specific audience interests, gender, age, location, etc. Posts between 100 and 250 characters (less than 3 lines of text) see approx. 60% more engagement; however, this can vary depending on the FB community 1 2 3 4 5 6 7 8 9 1 0
- 29. 29SOCIAL MEDIA STRATEGY TOSHIBA VIETNAM Instagram: General best practicesAppendix 1.Facebook: General best practices 2.Instagram: General best practices 1 2 3 4 5 6 7 8 9 1 0 Post photos that users can’t see anywhere else – behind the scenes or sneak peeks of what’s to come. Instagram Stories is a great way to be more informal or behind the scenes type content The quality of the photos are important. Be authentic to the visual nature of Instagram to build loyalty for the brand Do not Post too often OR back-to-back. Keep users wanting more. Vary your publishing frequency Match the caption to the content (whether it is a photo or a video) Ask questions in your caption and like positive comments Use hashtags that are related to the visual and copy to increase the ability for users to find your post while they search Tag feature handles, partner brands, influencers/customers to increase awareness (when appropriate) Regram photos from fellows (if allowed) to promote user- generated content. Attribute authors properly (e.g., ensure titles are right, etc.) Have a content strategy across your feed with a unique point of view. Establish a distinct and consistent look & feel Follow like-minded individuals, potential customers, relevant brands, feature accounts, influencers, etc.
- 30. THANK YOU