1. Marketing on
Vietnamese
Social Media
Guide
Copyright 2010 NM Incite. This text is for position
only.

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 2
Copyright 2011 NM Incite. Confidential and proprietary.

3. Most popular online activities
News 99
Using a search engine 89
Instant Messaging 87
Streaming video 80
Health & medical info 75
Education/study related 74
Streaming audio 72
Sporting news/results 68
Email 64
Playing online games 64
Using social networks 56
Base: All digital Vietnamese 15+ (n=973) 3
Copyright 2011 NM Incite. Confidential and proprietary.

4. Top 5 social media activities
1. Reading others’ comments about
brands, products and services 47%
2. Browsing other people’s content
on social networking platforms 46%
3. Reading online forums/discussion
boards 46%
4. Updating a social networking
profile 44%
5. Sending private messages via
social networking platforms 37%
Base: All digital Vietnamese 15+ (n=973) 4
Copyright 2011 NM Incite. Confidential and proprietary.

5. Brand engagement via social media
19%
of all digital Vietnamese have clicked the
Brand interaction
is occurring via
social channels
Facebook ‘Like’ button to show their
approval for a brand or organisation.
Discussing Connecting with
brands/products brands/products on
online social media sites
18% 10%
Base: All digital Vietnamese 15+ (n=973) 5
Copyright 2011 NM Incite. Confidential and proprietary.

6. Adoption of social mobile has
emerged
20
18
18
16
15
14 14 14 14
18%
14
13
12
12
10
% 10
8
7
6
of online social
networkers aged
4
20-29 access via
2
mobile.
0
Total Male Female 15-19 20-29 30-39 40+ AB C DEF
years years years years
Base: Digital Vietnamese 15+ who participate in social networking (n=777) 6
Copyright 2011 NM Incite. Confidential and proprietary.

7. Social networks in Vietnam
7
Copyright 2011 NM Incite. Confidential and proprietary.

8. On which networks have local digital
consumers set up a profile?
39% 34% 30% 29%
Host
Edit
Direct
Proxy Access
Common ways to overcome
35
facebook blockage 23 24
Base: Digital Vietnamese 15+ who participate in social networking (n=777) 8
Copyright 2011 NM Incite. Confidential and proprietary.

9. Zing and Facebook both fare well in the local
market
Main profile Second profile
37
Facebook
14
31
Zing/Zing Me
35
18
Yahoo! 360 Plus
19
10
YouTube
28
1
Twitter
1
…followed by Facebook with
just over half of first or
Tamtay.vn
1 second profiles.
0
0 5 10 15 20 25 30 35 40
%
Base: Digital Vietnamese 15+ who participate in social networking and have a main profile (n=505) and who have a ‘second’ profile (n=309)
9
Copyright 2011 NM Incite. Confidential and proprietary.

10. Video viewing is dominated by ...
52%
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) 10
Copyright 2011 NM Incite. Confidential and proprietary.

11. What people do on social networking sites
First heard/saw some breaking news 69
Played games 69
Posted photos/pictures or links 55
Posted videos or links to videos 50
Clicked into an ad/commercial message 13
Engaged with a band/musician/celeb 11
Shared your physical location with others 9
11% 30-39
vs.
Found an item to buy 9
Engaged with organisation/brand/product 8 7% 15-29
Made a positive ‘public’ comment 4
Made a negative ‘public’ comment 3
Advertised an item you’re trying to sell 3
Engaged with government/politician 1
0 10 20 30 40 50 60 70
%
Base: Digital Vietnamese 15+ who participate in social networking (n=777) 11
Copyright 2011 NM Incite. Confidential and proprietary.

12. What types of brands do they connect with?
Media
Entertainment / Health / Technology Fashion programs /
festivals / beauty personalities /
events / arts
movies
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.
Base: Digital Vietnamese 15+ who participate in social networking (n=777) 12
Copyright 2011 NM Incite. Confidential and proprietary.

13. Brand connection categories
Entertainment/the arts/festivals/events 36
Health/beauty brands or products 33
Technology brands or products 31
Fashion brands or products 26
TV/radio programs, personalities or movies 23
Fast food brands or products 17
Grocery brands or products 16
Restaurants, cafes, bars, clubs etc. 15
Sports brands or products, teams or events 15
Retailers 12
Travel and leisure services 9
Charities or not for profit organizations 3
0 5 10 15 20 25 30 35 40
%
Base: Digital Vietnamese 15+ who participate in social networking (n=777) 13
Copyright 2011 NM Incite. Confidential and proprietary.

14. Consumer electronics is the most
popular category of involvement
57%
read other consumers’ online
comments about electronics.
40% read about clothing.
Men are more likely to
discuss electronics
than women,
42%
actively posted comments or
as are 20-29 year olds
reviews about electronics.
29% actively posted comments or
reviews about movies.
Base: All digital Vietnamese 15+ (n=973) 14
Copyright 2011 NM Incite. Confidential and proprietary.

15. 75% 55% 27%
entertainment exclusive general
/ interest info updates/info
Motivations for connecting with brands on
social networks
27% 19% 18%
to have a for offers to ask a
conversation and deals question
Base: Digital Vietnamese 15+ who have connected with brands / organisations via a social network (n=40)
15
Copyright 2011 NM Incite. Confidential and proprietary.

16. The Group Buying category has emerged in
Vietnam
41% aware of Group Buying
offers
1% have signed up to receive offers
20% of those who have received a Group
Buying offer have purchased
12% of those who have signed up to receive deals or offers have
purchased more than once
Base: All digital Vietnamese 15+ (n=973) 16
Copyright 2011 NM Incite. Confidential and proprietary.

17. The way social media is informing and
influencing consumer purchase decisions
Done in past 12 months Done monthly or more often Done weekly or more often
47
Reading other people’s
comments about brands, 31
products or services
14
Reading review is
25
more than writing
Watching an online video
about a product or service
16
you were thinking about
buying
5
18
Discussing / posting your
own reviews about brands, 10
products or services
4
0 5 10 15 20 25 30 35 40 45 50
%
Base: All digital Vietnamese 15+ (n=973) 17
Copyright 2011 NM Incite. Confidential and proprietary.

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) 18
Copyright 2011 NM Incite. Confidential and proprietary.

19. Where consumers read comments vs. where they
watch video
Read Watch
52
A social networking site
43
Online forum/message 35
board 12
Company’s official 34
website 30
25
Retailer’s official website
18 Watching videos to support
17 decisions about consumer
Someone’s blog
20 electronics, clothing and
Independent 16
movies are the most popular.
‘review’/opinion website 11
YouTube
66
News website
12
0 10 20 30 40 50 60 70
%
Base: Digital Vietnamese 15+ who read comments / reviews (n=465) and those who have ever watched online
video about products, services (n=330) 19
Copyright 2011 NM Incite. Confidential and proprietary.

20. Next steps after social media & rich media...
Action after reading Action after watching online
Used a search engine to find 67
suppliers of the product/service 76
Visited the product/service 41
providers’ website to find out
47
more
Told others about the 30
video/comments 30
Shared the video/comments 16
with others 19
Actually purchased the 5
product/service 5
Contacted the product/service 4
provider to find out more
3
(email, web form, telephone)
2
Visited the store/business
3
13
I did none of the above
8
0 10 20 30 40 50 60 70 80
%
Base: Digital Vietnamese 15+ who read comments / reviews (n=465) and those who have ever watched online video
about products, services (n=330) 20
Copyright 2011 NM Incite. Confidential and proprietary.

21. Where do consumers search online for
product information before buying
Google 89
Company website 60
Classified websites 38
Online Chat 37
Forums 36
Social networks to ask friends 23
Yahoo, Google Answer 19
Onlines News 13
Base: Digital Vietnamese 15+ who read comments / reviews (n=465) 21
Copyright 2011 NM Incite. Confidential and proprietary.

22. 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
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Copyright 2011 NM Incite. Confidential and proprietary.
Copyright 2011 NM Incite. Confidential proprietary.

23. Social Media Marketing
Direct Seeding Ideas
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.
• 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!
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Copyright 2011 NM Incite. Confidential and proprietary.
Copyright 2011 NM Incite. Confidential proprietary.

24. Social Media Marketing
Forum Seeding
• 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
24
Copyright 2011 NM Incite. Confidential and proprietary.

25. Social Media Marketing
Forum Seeding
• 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
• Focus on building loyalty and
advocacy: Be responsive and
educative, maintain
community even after
campaign
25
Copyright 2011 NM Incite. Confidential and proprietary.

26. 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
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Copyright 2011 NM Incite. Confidential and proprietary.
Copyright 2011 NM Incite. Confidential proprietary.

27. 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
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Copyright 2011 NM Incite. Confidential and proprietary.
Copyright 2011 NM Incite. Confidential proprietary.

28. 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
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Copyright 2011 NM Incite. Confidential and proprietary.
Copyright 2011 NM Incite. Confidential proprietary.

29. Managing Social Media Crisis
Rules of engagement
• 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.
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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Copyright 2011 NM Incite. Confidential and proprietary.

30. 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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Copyright 2011 NM Incite. Confidential and proprietary.
Copyright 2011 NM Incite. Confidential proprietary.

31. For questions, please contact:
Peter Nguyen
Manager, NM Incite t: + 84 8 3997 8088 x: 8174
CENTRE POINT - 106 Nguyen Van f : + 84 8 3845 5348
Troi St. m: +84 977 550 665
Phu Nhuan Dist. HCM. City, e: son.nguyen@nielsen.com
Vietnam
Peter Nguyen
fiickdotcom
Peter Nguyen
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Copyright 2011 NM Incite. Confidential and proprietary.
Copyright 2011 NM Incite. Confidential proprietary.