VIETNAM NATIONAL UNIVERSITY, HANOI SCHOOL OF BUSINESS WA TRAN THI THU TRANG SOCIAL MEDIA MARKETING IN VIETNAM A STUDY OF CONSUMER PROFILES Major: Business Administration Code: 60 34 05 MASTER OF BUSINESS ADMINISTRATION THESIS Supervisor: Dr. Tran Doan Kim Hanoi — Oct 2011 TABLE OF CONTENT Introduction Motivations Goals and Scope ie} Limitations .cccseisceistnienisveseenesseoneensensiees setae Bw Chapter 1. Review of social media marketing 1. Concepts in social media marketing op LL.
User-generated content and Web 2. Social technographic ladders 1. User-centered marketing comunanication. Chatting soflware and microblogging 123.
Social news, social bookmarking and content aggregators. Social network sites 11 1. Media sharing and content communilics 11 1. Integrated and mobile social media 13 1.
More on social media marketing practices. 14 Social media and social media marketing 1n Vietrani 16 vii 1. 5ocial mcdia landscapc. Social media marketing - - 18 Chapter 2.
Methodology for consumer research for social media users in Vietnam 20 2.1, Review ofexisting research. Thesis of (Ivanauskas, 2009) for the UK market, 20 2. Thesis of (Khan, 2009) for markets of Italia, Spain, Pakistan and Uzbekistan. Consumer analysis and recommended entry strategy for marketing management into social media 27 3.
The consumer profile of web 2.0 oitizen in Vietnam. User patterns in interaction with company - - 33 3. The profile of Vietnam social media users — an overview. The profile of Vietnam social media users a deeper look.
The mfuernce of social media on VicInamese cousumers in marketing, COHIHHIUHHCBEHOH. nọ nàn ớt tk ưườn “2 3. Recommended strategy for marketing management into social media .58 Conclusion and Future Work - - 61 References - - - 63 vill Tigue 3.16: Roles playing by US users (Sourcc: Porrostor Roscarch).17: Role distribution of the two age groups 15-24 and 25-34.18: Online behavior with respect to genders .19: Preferences of content when Creators interact with the company.20: Whal Creators will do aller interacting with the company 4I Figure 3.21: Social media that belong to the top two choices among Creators.22: Time spent on social media sites by Creators and Crities.23: Personal gains (or using social media among Crilies and Collectors.24: Preferences of content in interaction with the company by Joiners.25: Main obstacles that stop Joiners from joining social media sites.26; Reasons for interacting with the company by Joiners and Spectators.27: Preferences of content when Speciators interact. with the company.28: What users may do after interacting with the company through social media services.29: User responses to the question whether the company should contact them for marketing purposes.30: Media and their powers of influencing customer's mind ta ø Chapter 1.
Review of social media marketing In this chapter, we review the lileralure on social incdia marketing. In particular, we will briefly describe social media concepts, their implications for marketing, and finally the current state of social media and social media marketing in 'Vieinam. Concepts in social media marketing Social media retors to those “relate to sharing of information, oxpericnees and perspectives throughout community-oriented websites” (Weinberg, 2009, p. This community-based sharing, idea is indeed an old concept, for example, it can date back to a conferencing system called WELL (Whole Harth electronic Linkm 1985), which allowed public conversations as well as private exchanges (Rheingold, 2000).
One of the very first social networking websites was SixDegroes (1997) which Tet people create profiles and commect with friends However, it was not until the early 2000s, social media took off once it reached a crilical mass of users Social media is now accepted as a new media — competing well with traditional media (such as news papers, radio and TV) in mumber of users and allertion Examples of social media include blogs, forums, message boards, user-generated sites, multimedia sharing sites, social network sites, wikis and podcasts The new media opens a new room for marketing practitioners — the set of practices known as social media marketing (SMM). According to Garnyte and Perez (2009), SMM is “a process that empowers individuals to promote their websites, products or services through online channels and to communicate with and tap into a much larger commurmily thal may not have been available via traditional advertising channels”. urther, SMM is “about listening to the community and responding in kind”. Review of social media marketing In this chapter, we review the lileralure on social incdia marketing.
In particular, we will briefly describe social media concepts, their implications for marketing, and finally the current state of social media and social media marketing in 'Vieinam. Concepts in social media marketing Social media retors to those “relate to sharing of information, oxpericnees and perspectives throughout community-oriented websites” (Weinberg, 2009, p. This community-based sharing, idea is indeed an old concept, for example, it can date back to a conferencing system called WELL (Whole Harth electronic Linkm 1985), which allowed public conversations as well as private exchanges (Rheingold, 2000). One of the very first social networking websites was SixDegroes (1997) which Tet people create profiles and commect with friends However, it was not until the early 2000s, social media took off once it reached a crilical mass of users Social media is now accepted as a new media — competing well with traditional media (such as news papers, radio and TV) in mumber of users and allertion Examples of social media include blogs, forums, message boards, user-generated sites, multimedia sharing sites, social network sites, wikis and podcasts The new media opens a new room for marketing practitioners — the set of practices known as social media marketing (SMM).
According to Garnyte and Perez (2009), SMM is “a process that empowers individuals to promote their websites, products or services through online channels and to communicate with and tap into a much larger commurmily thal may not have been available via traditional advertising channels”. urther, SMM is “about listening to the community and responding in kind”. LIST OF FIGURES Figure 3.1: Qender đistribution of respondents.2: Distribution of age 8TOuS.ò coc2icocee 28 Figure 3.3: Ticome distribution amount respondents.4: Average rank of social media services in terms of popularity (the higher yank — the more popular - means the smaller cumncrical value} 30 Figure 3.5: Distribution of places and locations - - 31 1 igure 3.6: DistribuBion ín usage time per week.7: Usage time among young people per woek 33 Figure 3.8: Preference of conlent lypes.9: Reasons for users to start a conversation with company.10: Reasons for users lo slay engaged with [he company 35 Figure 3.11: Reasons for users io slay engaged with the company, arnong the age _.12: Reasons [br users to slay engaged with Ihe company, among (he BONMEES. oa ccsssccsessssssessssssnssenssasestsenssoeessseeassoessseesssnnsise vessel ¬.13: the personal reason to participate in conversation or interact with the company through social media applications .cc:s:csssssesseeesenee CY] Figure 3.14: The main obstacles fo interacl with the company Uhrough Social Media Sites 37 Figure 3.15: Roles playing among respondents (a person may play multiple roles).
OS, 1K are virtually no constraints on geography, physical prescnse in any conversation, and on the number of audiences. ‘Lhe only limitations are perhaps the amount of information processed by ø typical user for a period of time, the difficully of cross-language communication, and the privacy concerns when going online The nature of new communication methods asks for a new look for the area of marketing. In particular, we need to characterize the users as well as the ways messages are generated, transmitted and received For example, the nature of wordkof-mouth communication gives risc ta lwo broad categories of users opinion leaders and opinion seekers (Gilly et al, 1980). A deeper look at the nature of online usage, five types of users can be recognized: those who create the content, those who make comment on conlonl, those who simply join the social network, those who collect and share the content and those who simply consume coment created by the others (1.
Although social media in generally and social media marketing in particular are in the curent rescarch agenda of many institutions, the munber of studies is still limited. ‘The materials are in fact mostly made by marketing practitioners and consultants, and those people who have positioned themselves as social media exports (e.g, see Weinberg, 2009, Scott, 2010; Zarrella, D. These are more about proposing marketing strategies for companies rather than understanding the users, and there is little backup evidence on the proposed strategies. Furthremore, very litle research has been done for cullure-specilic social media marketing most research is reported on the US or Duropean markets, and very little is on other areas like Vietnamese users.
Goats and Scape This thesis is aimed at deeper understanding of social media users in general, and in the Vichram market in particular. Despite lagging behind those leading countries, Vietnam is catching up fast. The current Intemet penetration rate is estimated 1o be 35%, which accounts for roughly 30 million users — and is ranked Chapter 1. Review of social media marketing In this chapter, we review the lileralure on social incdia marketing.
In particular, we will briefly describe social media concepts, their implications for marketing, and finally the current state of social media and social media marketing in 'Vieinam. Concepts in social media marketing Social media retors to those “relate to sharing of information, oxpericnees and perspectives throughout community-oriented websites” (Weinberg, 2009, p. This community-based sharing, idea is indeed an old concept, for example, it can date back to a conferencing system called WELL (Whole Harth electronic Linkm 1985), which allowed public conversations as well as private exchanges (Rheingold, 2000). One of the very first social networking websites was SixDegroes (1997) which Tet people create profiles and commect with friends However, it was not until the early 2000s, social media took off once it reached a crilical mass of users Social media is now accepted as a new media — competing well with traditional media (such as news papers, radio and TV) in mumber of users and allertion Examples of social media include blogs, forums, message boards, user-generated sites, multimedia sharing sites, social network sites, wikis and podcasts The new media opens a new room for marketing practitioners — the set of practices known as social media marketing (SMM).
According to Garnyte and Perez (2009), SMM is “a process that empowers individuals to promote their websites, products or services through online channels and to communicate with and tap into a much larger commurmily thal may not have been available via traditional advertising channels”. urther, SMM is “about listening to the community and responding in kind”. are virtually no constraints on geography, physical prescnse in any conversation, and on the number of audiences. ‘Lhe only limitations are perhaps the amount of information processed by ø typical user for a period of time, the difficully of cross-language communication, and the privacy concerns when going online The nature of new communication methods asks for a new look for the area of marketing.
In particular, we need to characterize the users as well as the ways messages are generated, transmitted and received For example, the nature of wordkof-mouth communication gives risc ta lwo broad categories of users opinion leaders and opinion seekers (Gilly et al, 1980). A deeper look at the nature of online usage, five types of users can be recognized: those who create the content, those who make comment on conlonl, those who simply join the social network, those who collect and share the content and those who simply consume coment created by the others (1. Although social media in generally and social media marketing in particular are in the curent rescarch agenda of many institutions, the munber of studies is still limited. ‘The materials are in fact mostly made by marketing practitioners and consultants, and those people who have positioned themselves as social media exports (e.g, see Weinberg, 2009, Scott, 2010; Zarrella, D.
These are more about proposing marketing strategies for companies rather than understanding the users, and there is little backup evidence on the proposed strategies.