Vietnam Digital Landscape 2009

VIETNAM DIGITAL MARKET

VIETNAM DIGITAL MARKET

Nguyen Ngoc Hieu / 05.09.2009

VIETNAM DIGITAL TREND | AGENDA

- Recognize 2009
R i
- Vietnam Social Network Landscape
- Its Effective to Marketing
- My Suggestion


VIETNAM DIGITAL TREND

SITUATION



RECOGNIZE 2009


VIETNAM DIGITAL TREND | RECOGNIZE 2009

01 / ONLINE POPULATION IS YOUNG

76% online Population is from 15-34
Source: Vietnam Online Explosion - Cimigo Nguyen Ngoc Hieu / 05.09.2009


ELEMENT 02 / MOST OF THEM ONLINE EVERYDAY

News is still highest but Blog, Forums & Comm is growing fast


FACT 02 / MOST OF THEM ONLINE EVERYDAY

• Th
They online at least Once a Week
li tl tO W k
• Male is more regular



ELEMENT 02 / WHERE THEY ACCESS INTERNET?

• Home Access is the
most common

• Cyber Cafe is the
second



ELEMENT 02 / WHERE THEY ACCESS INTERNET?

• Cyber Cafe is for Young
• At work for 35-49



DON’T WORRY! MOST OF THEM HAVE ADSL CONNECTION

91% have High speed Connection


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



CONCLUSION
 Vietnam Internet Population is very YOUNG.
 They spend a lot of time online / TV and Print is losing their attention.
Th d l t f ti li dPi ti l i th i tt ti
 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.



VIETNAM SOCIAL NETWORK
LANDSCAPE


VIETNAM DIGITAL TREND | VIETNAM SN LANDSCAPE

Self Expression demand in Vietnam is VERY HIGH

SOCIAL NETWORK IN VIETNAM = JUST BLOGGING


And i Vi t
A d in Vietnam: BLOG =
BLOGGING DEV. RATIO

Yahoo! 360 users is >2mil and seem never stop growing


Suddenly on 13 Jul. 2009
Things Changed!



Beginning of 2009 - Yahoo! Announce their son,
Yahoo!
Y h ! 360 will di on 13 J l
ill die 13. Jul



13 Jul. 2009 – Sad day for the Community



Users have to find their new house


02 / RESULT FROM Y!360 DEAD

Facebook Vietnam become
the fastest growing market.

Source: Facebook Stat API Nguyen Ngoc Hieu / 05.09.2009


A closer look on



FACEBOOK VIETNAM / A CLOSER LOOK
User Stat.




Age stat.




Age Distribution: Gender Distribution:



OTHER SOCIAL SITES – PHOTO SHARING


PHOTO SHARING

VNPHOTO.NET
VNPHOTO NET PHOTO.COM.VN
PHOTO COM VN XOMNHIEPANH.COM
XOMNHIEPANH COM

• All of them is forum base + Online Gallery.
• The community is more focus on professional. But now focus on
y p
everyone who like shooting.


PHOTO SHARING

A new Social Network base on
Photo sharing just launch:
http://www.photo.vn
htt // h t

PHOTO.VN
PHOTO VN


PHOTO SHARING

Flickr.com still the most
popular in Photo Sharing
market

FLICKR.COM


VIDEO SHARING

CLIP.VN YOUTUBE VIETNAM

• Slow speed. • Speed is better and better.
• Too many banners. • Reasonable advertising.
• Weak Usability. • Great Navigational & Usability
• Can not expand community
community. • Huge Community Vietnam community is
Community,
growing fast in YouTube.


MUSIC SHARING

YEUAMNHAC.COM NHACSO.NET ZING MP3

• Just a place to listen music.
• 71% user just visit, listen & download music without interact with community.


CAREER NETWORK

CYVEE.COM CARAVAT.COM

• Share their resume.
• Discuss about career, recruitment trend…


ALL IN ONE

They offer “everything”:
• Blog
• News
• Video Sharing
• Music Sharing
• Photo Sharing
•…

ZING.VN YUME.VN


FORUMS

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.com
DDTH IT Community
C it 527,610
527 610
GameVN.net Gamer 887,195



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.
 Forum seeding i still one of the highest effective in Vietnam.
F di is till f th hi h t ff ti i Vi t



ITS EFFECTIVE TO MARKETING


VIETNAM DIGITAL TREND | DIGITAL MARKETING

02 / MEDIA PENETRATION

TV & Print is still domination
Source: Yahoo & TNS - Internet & Media Shift Nguyen Ngoc Hieu / 05.09.2009


# / BUT THEY ARE ALL DECREASE FOR A NEW TREND

But they are all decrease for a new kid on the block


# / BUT THEY ARE ALL DECREASE FOR A NEW TREND

Online Marketing is effective & cost saving in the current situation


CONCLUSION

 DIGITAL MARKETING is very effective & cost saving to do
marketing. Because of:

• Internet user in Vietnam is expanding with “miraculous” speed.
(VINASA Vice President)
Vi P id t)
• 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.


VIETNAM DIGITAL TREND | SITUATION

BUT…
BUT



MY 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



MY SUGGESTION


VIETNAM DIGITAL TREND | SUGGESTION

SUGGESTION #01

USE WHAT THEY ARE USING
• Facebook
• Blog
• RSS
• Twitter
T itt
• Flickr
• YouTube
• Newsletter
• Forums – but do not spam them/ interact with them



SUGGESTION #02

MAXIMIZE YOUR TRAFFIC
• 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
SEM E mail marketing E PR still an effective way to drive traffic in short time.
time



SUGGESTION #03

HAVE AN UMBRELLA
• Nobody remember tons of microsite everyday.
• Build and maintain your portal / corporate website together with your
microsite campaign
• Have account: Facebook, Twitter, Flickr, YouTube… for your brand.



SUGGESTION #04

MEASURE, MEASURE & MEASURE
• Google Analytics
• Keyword determine
• Traffic Tracking
• Site ranking
• Conversion Rate, CTR, PPC, CPI, CPA…



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 is just wing for tiger, it’s not replace everything!
Social Media i j t i f ti it’ t l thi !



THANK YOU!


Vietnam Digital Landscape 2009

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