Cimigo netcitizens 2012 kho tài liệu marketing

The Voice of the Consumer Part From Cimigo India Hong Kong IndonesiaVietnam ChinaSingapore Philippines Our 300 professionals advise companies that reach billion consumers Our services fall into two areas Consulting Services Market tracking Motivational research Market scoping and segmentation Product optimisation Brand equity Concept testing Touch point management New product development Customer loyalty Brand positioning Research Services Ethnography Accompanied shopping In-depth interviewing Focus groups Vox pops Telephone interviewing Street intercepts Mystery shopping On line surveys Social media tracking Richard Burrage • Richard acts as a strategic partner for core consumer goods clients, focusing on new product development, brand positioning and communications development • Richard has spent the last twenty years in Asia assisting in the development and building of numerous brands to achieve leadership positions • Richard is a UK national and resides in HCMC, Vietnam with his Vietnamese wife and three children • Richard is the Managing Partner of Cimigo: www.cimigo.vn NetCitizens 2012 Part 5,800 people Random sampling with Computer Aided Telephone Interviews (CATI) Data weighted to urban population of Viet Nam Largest study of it’s kind in Viet Nam More than 5,875 men and women aged 15 – 64 years living in 12 urban centres of Viet Nam North, central and southern regional coverage including Ha Noi, Thai Nguyen, Thanh Hoa, Hai Phong, Da Nang, Nha Trang, Quy Nhon, An Giang, Dong Nai, Vung Tau, Ho Chi Minh City and Can Tho Yielding n=3,405 internet users Across 12 cities Metro Ha Noi Ho Chi Minh City Tier Hai Phong Da Nang Nha Trang Can Tho Tier Thai Nguyen Thanh Hoa Quy Nhon An Giang Dong Nai Vung Tau Continued growth More users than Australia & NZ population! Viet Nam internet users 40 40% 35% 30.8 26% 26.8 6.8 24% 25 17.7 18% 15% 10% 10.7 4% 20% 5% 6.3 8% 10 14.7 13% 15 20.8 20 30% 25% 22.5 21% 3.1 Users (million) 30 35% 31% 0% 2003 2004 2005 2006 2007 Users (million) 2008 2009 2010 2011 Penetration Source: www.vnnic.vn Users in % of populatio lation 35 So what? Part So what? Time to listen and engage Social networks win Blogs and forums decline Social networks grow at expense of blogs and forums Consumers consolidating expression in social networks Metro online communication trends 100% Visiting social network 80% Visiting forum 60% 51% 47% 40% 39% 41% 41% 51% Visiting blogs 46% Posting in forum 35% 20% 16% 20% 21% 22% 17% 23% Writing blogs 11% 0% 2009 2010 2011 Source: Cimigo NetCitizens And consumers are talking Broad opportunities for brands to listen and engage Chatting online at least once per month Visiting a social network 19% Visiting forum 8% Visiting blogs 3% 5% Posting in forum 2% 3% 3% 14% 11% 8% 5% 39% 27% 13% 4% 9% Writing blogs 1%3%2% 6% 0% 20% Everyday Once a week or more 40% 60% Once a month or more Source: Cimigo NetCitizens Social media insights Hybrid tech/human approach to social media evaluation Combining automated ‘scraping’ across millions of sites with more focused analyst driven search 10,000’s Collection Content enrichment From data to information Using our proprietary source management and scraping technologies, we scan and collect content from blogs, microblogs, trade publications, forums, industry, geographic and demographic sources Our team of analysts refine the content of the search We perform sentiment analysis and tag the data with source information about the posters, where they made comments, where they live, how old they are – we can understand a lot about the people who are taking about you The data is QA’d for precision and reach After all this work we have amazing insights into what people are saying about you and your competitors We then provide all this information to you on an online dashboard We update it daily so you can track the buzz and engage with your customers Social media insights Lots of information and word of mouth related to different products and brands are already available on the web in an easy-to-access form This can be cleverly used to enrich our insights : • To explore new trends and shifts, track key influencers, as well as fine tune the survey design for ongoing programmes • To obtain feedback on a wide range of options, broadening and deepening our competitive intelligence • To enrich research findings This Cimigo approach captures the sentiment and nuances of what people are talking about, because you get the best of both worlds, automated analysis combined with real people reading, digesting and analysing the context 55 Online consumers are networked & social Member of social network Yes Popular social networks No 47% Facebook 67% 70% 6% 44% 56% Zing Me 2009 19% 20% 2010 2011 11% 12% Yahoo 360 Plus 2% Twitter 1% 0% 20% 40% 60% 80% 100% Source: Cimigo NetCitizens Online research communities – Cimigo Live • • • • Instant access to consumers Speed of response to business questions Incredible depth on behaviour, lifestyle, needs and thoughts of consumers Collaboration with consumers • An online qualitative community of targeted consumers • It runs continuously with virtually no lead time to initiate a topic or a question • It provides forums, chat, blog, and multimedia capabilities • It establishes a communications architecture for your brand and strategic partners to interact with each other and the consumer Why create an online brand research community? To create To innovate To communicate To inspire consumers at all touch-points Develop and assess new products Test and measure promo activity Develop and test communications Foster brand engagement Generate ideas and concepts Develop websites Generate PR e.g brand stories Measure usage and attitudes Beyond men, metro and premium consumers Local for news, entertainment Global for search, social network, video Time to listen and engage Social networks win Blogs and forums decline Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey Youth saturated But mobile will grow 35+ And online journey changes… In home Excessive Infotainment Are you part of the dialogue? So what? Top 10 Local for news Local for entertainment Global for search Global for social network Global for video Younger generation tend to social, while older online population tending to news We measure sites visited within past weeks Top ten websites Website Googlea Zingb Yahooc Facebook.com Dantri.com.vn Vnexpress.net 24h.com.vn Youtube.com Nhaccuatui.com Tuoitre.com.vn Total 15-24 25-34 35-49 50-64 57% 49% 28% 19% 19% 18% 16% 12% 10% 10% 60% 79% 34% 32% 15% 12% 13% 18% 15% 6% 54% 32% 28% 13% 22% 24% 20% 9% 8% 10% 56% 14% 21% 4% 21% 20% 16% 4% 5% 16% 52% 10% 14% 2% 20% 17% 13% 5% 3% 23% Source: Cimigo NetCitizens Global brands are on the way up We measure sites visited within past weeks Top ten websites Website Googlea Zingb Yahoo c Facebook.com Dantri.com.vn Vnexpress.net 24h.com.vn Youtube.com Nhaccuatui.com Tuoitre.com.vn 2011 2012 2011 2012 2 48% 33% 57% 49% 10 9 10 20% 13% 21% 18% 11% 6% 10% 9% 28% 19% 19% 18% 16% 12% 10% 10% Source: Cimigo NetCitizens Beyond men, metro and premium consumers Local for news, entertainment Global for search, social network, video Time to listen and engage Social networks win Blogs and forums decline Mobile ease Reward, geolocation, knowledge, attract Mobile enters path to purchase Mobile users leap forward Lesser cities and rural users will leapfrog the PC journey Youth saturated But mobile will grow 35+ And online journey changes… In home Excessive Infotainment Are you part of the dialogue? The Voice of the Customer www.cimigo.vn Visit to download this presentation