Tet Insights 2016

Agenda

1. NGY L TRN THIT B DI NG

2. MOBILE QUYT NH HNH VI MUA SM

3. VN TI NGI DNG TRONG HNH TRNH MUA SM

No.

Ngy l trn thit b di

ng
Source: Placeholder text. Delete this box if source is not needed.

Ngi tiu dng Vit Nam di ng ho

T
D I NG

NC CA T

T HNG

MINH

Thit b #1 9 trong 10
Dng

ng nhp
Internet1

93%

Ngi

tiu dng VN
dng c smartphone2

N GI

VN DNG FACEBOOK

T HE DEVICE OF CHOICE

42M
Ngi

Vit truy cp
Facebook hng thng
trn di ng 3

%
3
9
Ca

s ngi dng
Facebook Vit truy cp
hng thng trn di ng3

Ngi dng Internet Vit Nam c mt trn Facebook4

Sources: 1. Broadcasting Board of Governors (BBG) and Gallup, "The Changing Media Landscape in Vietnam," Sep 10, 2015
2. Nielsen Vietnam Cross-Platform Insights Report 2015
3. Facebook internal data, September 2016
4. Percentage of Internet users calculated with Facebook internal data figures from September 2016, compared to internet population data from eMarketer, Dec 2016

VO NGY TT

87

bi ng trn Facebook
t thit b di ng

Da trn s bi ch, hnh nh v video,

8/2/2016
Source: Facebook internal data, Vietnam Jan 8 to Feb 22, 2016 (accessed Nov 2016)

Facebook Ni ngy Tt din ra ln nht

TRONG MA TT

C UC

HI THOI

+89%
Nhiu

hn cc
cuc hi thoi v
tt so gia nm
2016 v 2015
Tet refers to 8 Feb 2015
Source: Facebook internal data, Vietnam Jan 8 to Feb 22, 2016 (accessed Nov 2016)

P HOTOS

%
+ 22
nhiu

hnh ng
hn trn di ng
So snh

cng thi im
(8/ 22/2/2016)

V IDEOS

%
+ 50
Nhiu

videos ng ti
hn

Tt n vi hin thc thng qua video

+50

Nhiu hn s video ang ln

t thit b di dng trong ma
Tt1

Tet refers to 8 Feb 2015

Source:
1. Facebook internal data, Vietnam Jan 8 to Feb 22, 2016 (accessed Nov 2016)
2. Millward Brown, AdReaction: Video Creative in a Digital World conducted by On Device Research, Oct 2015
1.

1.75h

Gi xem video mi ngy

trn Facebook thng
qua thit b di ng2

Video gi li nhng khonh khc ln nht ca Vit Nam

TRONG SUT NGY HI1

3.4x

N NHNG NGY TT

Nhiu hn videos di ng
ng ti
so vi trung bnh ca nhng ngy khc
trong nm

1/10

S lng bi ng video trn Facebook ti Vit Nam

1-Jan-16
*Festive period refers to Oct Dec 2015
Source: Facebook internal data, Vietnam, Jan to Dec 2015 (accessed July 2016)

Ngh v video v di ng: s sn sng cn nhc

1

THIT K KHNG TING

NHANH CHNG C C CH

K CU CHUYN SINH NG

K chuyn bng hnh nh

im nhn cho ni dung

Chn khung khc nhau

Cn nhc v vic dng nhng khung

hnh chnh k chuyn thay v dng
t ng

Mt s k thut ly s ch : hnh nh
nhanh, chm, i ngc, n tng t
hnh nh hoc tin nhn u.

Ct thnh 1: 1 vung tit l thm chi

tit vi mt hnh nh ln hn.

Dng t ng v hnh nh

a ra bi cnh t u

Nhn mnh phn chnh

Nu ra cc thuc tnh v tin nhn trng

yu bng cch dng cc kiu ch hoc
ho khc nhau

Hy vic t thng ip quan trng ca

bn, cu hi, cung cp cho khn gi mt
ci g nm bt trong vng 3 giy.

Th kch thc v o gic 3D cung

cp mt tri nghim c o hn.

Dng ph

Nhn bit thng hiu

Bt ng trong hnh nh

Khi k chuy hoc on hi thoi,

nn thm vo cc caption hoc ph
cho d hiu

Hy xem xt cc yu t thng hiu

trc-hnh nh, mu sc, kiu ch,
ha, qung co sn phm hoc
logo.

Nhn mnh trn thuc tnh sn phm

chnh hoc takeaways thng ip
chnh.

No.

Mobile quyt nh hnh vi

mua sm

Mobile, trung tm mua sm thi i mi

%
62
ngi

Vit nghin cu
cc sn phm trn
smartphone

1 trong 3
ngi Vit mua hng
trn Smartphone

Source: Visa eCommerce Consumer Monitor 2015 conducted by ORC International (Opinion Research Corporation), Nov 2015; actual figure 37% in Vietnam purchase on smartphones

11

Nm Mi - thi im ngi Vit mua hng nhiu nht

2.5x

T l s lng chuyn i vo
thng 1, so vi trung bnh t
thng 6 n thng 12

S lng chuyn i trung bnh trn Facebook (c mobile v desktop), da trn s liu t
Facebook Pixel v App Event ti Vit Nam (Thng 6/2015 ti thng 1/2016)
Source: Facebook internal data, Vietnam, Jan to Dec 2015 (accessed July 2016)

12

No.

Vn ti ngi dng
trong hnh trnh mua sm

Ma Tt, ma bn rn

Trong thi im nhn nhp ny, ngi Vit tp trung thm nom, mua sm v n ung

1
4

Ma ca m thc
Mi ngi chia s cc
ba n gia nh hay ti
nh hng, v tn
hng nhng mn n
truyn thng

Ma tng qu
Tt l dp th hin
tnh cm, tm lng ti
bn b, hng xm, i
tc. Bia l mn qu
ph bin nht

2
5

Thi gian cho gia nh

Ngi Vit dp Tt
thng dnh thi gian
cho gia nh, h hng v
suy ngm v nm qua

Lm p cho bn thn
Thi im Tt l lc
ngi Vit trang im,
lm tc, sa son qun
o mi, chn chu hn

3
6

Chun b nh ca n Tt
y cng l ma dn dp,
trang hong nh ca
n quan khch, bn b ti
chi

Mc tiu cho
nm mi
Nm mi, con ngi
mi nhng mc tiu
t ti chnh, tp luyn
th thao, n ung
iu

Du lch

Sau 3 ngy Tt, ngi

Vit thng i thm
bn b, h hng hay
ngh ngi

14

Trong cc cu chuyn v ch Tt, gia nh l ch chnh

55.5
%

6%

7.7%

8.3%

Mua sm

Sc Kho

n Ung

8.3%
Lm p

14%

Ti Chnh

Gia nh

Thng k ca Facebook, t 8/1 n 22/2/2016

Source: Facebook internal data, Vietnam Jan 8 to Feb 22, 2016 (accessed Nov 2016)

15

Ph n tp trung sm Tt, cn nam gii ni chuyn v ti chnh

Nhn chung, nhiu ph n
ln tui hn nh cc m, cc
b thng ni chuyn v Gia
nh v n ung trong thi
im h ang chun b n
Tt
Ti chnh l ch c bn
ti nhiu trong cc bn tr c
nam v n, hn l cc la
tui khc

Tui trung bnh

Cc bc trung nin trao i

ch yu v Sc kho
Ch Mua sm thng
c nhc ti nhiu nhm
n gii tui trung nin
Nam gii

Source: Facebook internal data, Vietnam Jan 8 to Feb 22, 2016 (accessed Nov 2016)

Ph n

Thng k tng i ca Facebook,

t 8/1 n 22/2/2016
16

Cc cu chuyn tp trung nhiu nht vo thi im cui nm

Mua sm

28 Jan

Sc kho
5 Feb

n ung

Lm p

Ti chnh
Gia nh
8/1
Source: Facebook internal data, Vietnam Jan 8 to Feb 22, 2016 (accessed Nov 2016)

Giao tha
7/2

22/2/2016
17

Vn ti khch hng t Nhn Thc n Chuyn i

LP K HOCH

TM KIM KHUYN MI, U I

SM TT

HNH TRNH

MUA SM

MUA HNG

MUA SM PHT CHT

1/1

14/1

21/1

NHN THC

Tng nhn thc thng hiu ca bn bng cch m rng tip cn

NHU CU

To ra nhu cu v hng th vi sn phm v dch v

NM BT

Tm kim cc khch hng tim nng

CHUYN I

Tng chuyn i bn hng cho dp Tt

GIM GI, C BIT L GII TR,

THANH THIU NIN
28/1

11/2/201
6

18

1. y mnh trong dp Tt: Nng cao nhn thc

Xut hin u tin trong tm tr khch hng

MC TIU

Nng cao nhn thc v

truyn cm hng

Trc tt, cn tip cn khch

hng thng qua qung co
video khi h chun b v nh
n Tt

Tip cn khn gi vi bng

thng thp

S dng bn trnh chiu k

cu chuyn ca bn

19

1. y mnh trong dp Tt: Nng cao nhn thc

Xut hin u tin trong tm tr khch hng
Xem xt cp n nhng nhu cu cn thit trong dp Tt

MC TIU

Nhn mnh nhu cu n cc m

H l nhng ngi ph trch sa sang nh ca, chun b n ung cho c gia nh. Cn nh thng vp nhu
cu ca h.

nh vo nhng mc tiu ca nm mi:

C nhn ang suy ngh lm th no nm 2017 tt p hn trong cuc sng, mi quan h, sc khe, s
nghip, hoc nhiu vn khc. Gia nh ang ngh n vic bo v cuc sng v u t tt hn - c bit vi
bo him v k hoch u t lin kt.

l mt ma bn rn v i khi l ma bc bi:

Rt nhiu vic cn lm chun b Tt. Mi ngi trong gia nh u phi ng gp sc lm nh ca sch s

hn. Bt k sn phm no c th gip n gin ho vic dn dp v gip h bt mt mi hn s c tiu th
tt.

Thi gian quy qun bn nhau:

Sum hp gia nh l ch c cp nhiu nht trong dp ny. Hy nhc n thng ip ny chung vui
cng khch hng ca bn.

Mt nm thnh cng:

Ti chnh l bn lun nhiu th 2 trong dp Tt. Hy cung cp nhng sn phm/dch v gip h thnh cng v
giu c hn trong nm mi. Trong dp ny, nhiu ngi cng mun mua xe mi th hin s giu c ca
20
mnh.

2. To ra nhu cu, thu ht khch hng

Nhm n khch hng c sc mua cao bn hng hiu qu

MC TIU

To ra nhu cu ca cc
khch hng hin c:

Tp trung vo nhng ngi

quen thuc vi thng hiu ca
bn

Tm khch hng mi:

Thng qua qung co tm khch

hng tim nng v ti ng dng

21

2. To ra nhu cu, thu ht khch hng

Hiu c nhu cu ca khch hng chnh trong ma ny:

MC TIU

M
Cc m ang phi lm rt nhiu th t lau dn trang tr nh ca n chun b
cc ba n trong dp Tt. Hy gip cho cuc sng d dng cho h bng nhng
ni dung hu ch: cng thc nu mn n ngon, chia s mo cuc sng gi
nh sch hn, v.v..
B
Cc ng b thng tn dng dp Tt xy dng v nui dng mi quan h vi
gia nh, ng nghip v khch hng, h thng tr chuyn vi bn b v gia
nh vi ung hoc bia. H chu trch nhim xem xt k hoch ti chnh cho
gia nh v h tr cc m trong vic dn dp sm sa nh.
Ph n
y l thi im tt nht sm sa qun o mi v cc sn phm lm p
22

3. Chuyn i giao dch:

Tn dng nhng thi im quan trng ca Tt

MC TIU

Trng by sn phm

S dng i tng tu chnh v

i tng tng t nhm
ng i tng

Thu ht li nhng ngi s

dng ng dng

Qung co li nhng ngi

xem sn phm vi qung co
ng Dynamic Ads

To ra lt n thm ca

hng v bn hng

Nhm n cc i tng gn
ca hng ca bn bng qung
co Nhn thc ti a phng

23

Chuyn i giao dch

Tn dng nhng thi im quan trng ca Tt

Lng

thng

Vic

nhn c tin
lng thng trong
thng 12/thng 1 s
gip cho nhiu ngi
chu chi tiu nhiu hn.
T HNG 1

Gim
Ngay

T RC TT

gi pht cht

trc Tt, ngi Vit thch

tm kim cc giao dch tt nht
kt thc vic mua sm nm mi
ca h. Cc b m thng mua
hng pht cui cho nh ca mnh.

Sn

qu

Nm

Trc

thng 1, mi ngi bt u
tm qu tng cho bn b, gia nh
v cc i tc kinh doanh. Qu tng
c gi ra mt tun trc Tt
G IAO THA

mi

Cc

ca hng u ng ca. Ngi Vit i thm gia nh

v s dng in thoi ca h thng xuyn. Tip tc
tip cn khch hng vi nhng thng ip ca bn, chia
s ni dung gii tr v cp n mc tiu nm mi ca
h.
T T

Thu ht

nhng gii tr nhn

c tin l x vo cc mng
u nm

S AU TT

Du xun
Ngi

Vit bt u i du xun sau

mng 4 Tt. H s mua nhng sn
phm cn thit cho mt chuyn i
sun s v tm kim nhng ni tt
nht du lch.

24

Vn ti khch hng t Nhn Thc n Chuyn i

NHN THC

NHU CU

NM BT

CHUYN I

Nhn thc

Chuyn i trn web

Khch hng tim nng

Lt ci t app

Danh mc sn phm

FB + IG

FB + IG + Mng i tng

FB

FB + IG + Mng i tng

FB + IG + Mng i tng

Tip cn v Tn Sut
u thu

u thu, ti u cho
chuyn i

u thu, ti u cho
chuyn i

u thu, ti u cho
lt ci t app

u thu, ti u cho
chuyn i bn hng

i tng ct li (hnh vi,

s thch, tui, v tr)

i tng Ct li, i
tng tu chnh, i tng
tng t

i tng tu chnh
i tng tng t

i tng tu chnh
i tng tng t

i tng tu chnh

HNH THC

Video, Canvas, Bi vit

Canvas, Mt hnh, Vng

quay nh,

Qung co in mu,
Video, vng quay nh, Mt
hnh

Qung co ci app, Video

Qung co tip th ng
(Dynamic Ads), link, vng
quay nh

O LNG

Mc nh hng (Brand
lift); Phn hi (S lng n
hng, attribution)

Mc nh hng (Brand
lift); Phn hi (S lng
chuyn i, attribution)

Phn hi (S lng chuyn

i, khc bit trong t l
chuyn i, attribution)

Phn hi (S lng lt ci
t, khc bit trong t l
chuyn i, attribution)

Phn hi (S lng chuyn

i, khc bit trong t l
chuyn i, attribution)

MC TIU
V TR HIN TH
CCH MUA
QUNG CO
TARGETING

Thank you
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26