Digital Landscape 2018

1. 1
The digital landscape in Vietnam 2018

2. 2
TECHNOLOGY SHIFT01
* Source: eMarketer, July 2018; Facebook IQ, Jun 2014
Vietnamese audience has a high
intent and usage in mobile
shopping, social network
marketplace, group buying and
deals.

3. 3
CULTURAL TRUTH02
Vietnam has the highest female labour force
participation rate (72.2% in 2017) across South-
east Asia.
Females in Vietnam have increasing financial
independence, which allows them more say in
buying household appliances whether for
themselves or their families.
* Source: International Labour Organization, ILOSTAT database, Sept 2018

4. 4
DIGITAL LANDSCAPE03

5. 5
Current social media landscape
SOCIAL MEDIA STRATEGY
TOSHIBA VIETNAM
96.0million
Total population
Active mobile social
media penetration rate
(50 million)
Active social media
penetration rate
(55 million)
Vietnam has a high mobile social media
penetration rate of 50% (vs. APAC avg.
33.4%) and a huge potential audience
pool of 50 million.
* Source: Digital in 2018 in Southeast Asia, We are Social, Jan 2018
Social media penetration rate
in Vietnam

6. 6SOCIAL MEDIA STRATEGY
TOSHIBA VIETNAM
Facebook & Instagram are both growing fast in
Vietnam but Facebook has the higher penetration rate.
* Source: eMarketer, July 2018
Current social media landscape

7. 7SOCIAL MEDIA STRATEGY
TOSHIBA VIETNAM
+6% year-on-year
change in penetration
35.08 million people
purchasing consumer
goods via e-commerce
* Source: Digital in 2018 in Southeast Asia, We are Social, Jan 2018
Searched online
for a product or
service to buyPurchased a
product or
service online
Visited an online
retail store
47% of Vietnamese internet users made an online
purchase in the past 30 days
Current digital landscape

8. 8
THE TRUTH
Event though 47%* of business in Vietnam reported
that social networks were highly effective as part of
their marketing channels, Vietnam is still behind in the
online advertising market, with only 18.4%* of media
ad expenditure on digital ads.
* Source: Advertisers in Vietnam Tap Social, Search, eMarketer, Mar 2017

9. 9
THE OPPORTUNITY
Become an early adopter of digital
advertising on Social from branding
efforts to e-retail sales, to see ROI using a
social CRM approach.

10. 10SOCIAL MEDIA STRATEGY
TOSHIBA VIETNAM
Building the social CRM journey
Consideration
Awareness
Preference
Conversion
Branding
Reach &
inspiration
Educating
Implement a funnel-based
approach and cultivate
audience along the customer
journey, where tailored social
content will be mapped out
against the funnel and
amplified with paid media to
help us achieve our objective.
Motivating
Acquiring
Content
consumption
Digital actions &
offline trials
Social
performance
A personalized customer journey based on the objectives

11. 11
Brand target audience in Vietnam
Youth
(18 - 34)
Embracing explorers
who desire to create,
control, and seek the
best
Married family
(35-44)
Ambitious go-
getters who need
simplified home
solutions that take
care of all the
details.
Age
Affluence

12. 12SOCIAL MEDIA STRATEGY
TOSHIBA VIETNAM
THE POTENTIAL
Consumers
9% of total private spending goes to
household appliances in 2017
Consumers aged from 18 to 44
represents 57~60% of sales in the
market.
* Source: Ministry of Industry and Trade Vietnam, 2018

13. 13SOCIAL MEDIA STRATEGY
TOSHIBA VIETNAM
From target audience to social target audience
FACEBOOK
ECOSYSTEM
SEGMENTATION TO CONSIDER
SOCIO-
DEMOGRAPHIC
INTEREST &
BEHAVIOURS
CUSTOM AUDIENCE LOOKALIKE
AUDIENCE
Location (country, postal
code), age, gender,
relationships, job,
education, life events
Hobbies/interests,
digital activities, mobile
device uses, purchase
behaviours, pages
audience is following
Website Visitors
Customer databases
Video viewers
Engagers from FB & IG
Lookalikes of custom
Audiences (1% - 5%)
who has similar profiles

14. 14SOCIAL MEDIA STRATEGY
TOSHIBA VIETNAM
From target audience to social target audience
CUSTOMER JOURNEY BUSINESS OBJECTIVE
FACEBOOK
ECOSYSTEM
Segment 1 - age 18-24
* Data from FB Audience Insight Tool
Segment 2 - age 25-34 Segment 3 - age 35-44
Remarketing Segment 1 Remarketing Segment 2
Potential audience 1 Potential audience 2
Unlock the
retargeting
capability
Build the
audience
pool
Trendy subject: movie,
TV show, athlete, games
Interest*: lifestyle-centric
filters like pop culture, art
& entertainment, events
Behaviour: engaged
shoppers, mobile users
Socio-demographic:
upcoming life events /
celebration / anniversary
Demographic: married,
parents, working adults
Work industry: business,
management, art, media,
IT, healthcare service etc.
In phase 2 - only retarget
audience who participated trials
or redeemed offers
To add custom audience in
phase 3 - FB & IG engagers
Lookalike audience of
redeemers & event participants
Custom audience: video
viewers, link clickers and
engagers from FB & IG
activities
Website visitors captured via
FB pixel; custom email list of
current shoppers (provided by
retails etc.)
Consideration
Awareness
Preference
Conversion
Branding
Educating
Motivating
Acquiring

15. 15
Introducing the strategic framework to organise thinking
SOCIAL MEDIA STRATEGY
TOSHIBA VIETNAM
Ogilvy OS
To orchestrate social activities that are capable of delivering consistency all the time

16. 16
Introducing the strategic framework to organise thinking
SOCIAL MEDIA STRATEGY
TOSHIBA VIETNAM
Brands matter in short, medium and long-term
Social and digital efforts build
brand value as much as, or even
more than paid media, in
different time horizons.

17. 17
Introducing the strategic framework to organise thinking
SOCIAL MEDIA STRATEGY
TOSHIBA VIETNAM
A holistic approach toward social media
HEALTHY
CORE
STRONG
CENTRE
DYNAMIC
SURFACE

18. 18SOCIAL MEDIA STRATEGY
TOSHIBA VIETNAM
Putting Toshiba Vietnam in the framework
Support with brand purpose and mission
HEALTHY
CORE
STRONG
CENTRE
DYNAMIC
SURFACE
A holistic approach toward social media
Regional brand platform
Details Matter
Local brand platform
True home
Always-on
activities
Campaigns with ever-
green topics
(like environmental
sustainability)
Campaigns with
seasonal business
objectives

19. 19SOCIAL MEDIA STRATEGY
TOSHIBA VIETNAM
CONSUMER INSIGHTS
* Source: International Labour Organization, ILOSTAT database, Sept 2018

20. 20SOCIAL MEDIA STRATEGY
TOSHIBA VIETNAM
CONSUMER INSIGHTS
Consumers have become more observant
and selective - they consider factors like
price, quality, promotions, after-purchase
service from various channels, different
retailers and manufacturers
01 CONSUMERS HAVE LESS
TIME BUT MORE CHOICES
* Source: International Labour Organization, ILOSTAT database, Sept 2018
* Source: Consumer appliances in Vietnam, Euromonitor, 2017

21. 21SOCIAL MEDIA STRATEGY
TOSHIBA VIETNAM
CONSUMER INSIGHTS
Consumers tend to pay extra for products
with better energy efficiency and that are
less damaging to the environment.
* Source: Consumer appliances in Vietnam, Euromonitor, 2017
02 CONSUMERS ARE MORE
ENVIRONMENTALLY
CONSCIOUS

22. 22SOCIAL MEDIA STRATEGY
TOSHIBA VIETNAM
CONSUMER INSIGHTS
Consumers tend to trust friends in their
community or figures of authority.
2/3 of purchases consumers make are products
or services recommended by friends and family.
Sharers are 9x more likely to purchase/convert.
Social sharing influences purchase decision.
03 SOCIAL BELONGING,
SHARING & PROOF
* Source: The Power of Sharing Data, RadiumOne, 2016

23. 23SOCIAL MEDIA STRATEGY
TOSHIBA VIETNAM
CONSUMER INSIGHTS
Social media is now a companion in life
greatest moment as well as everyday
moments for Vietnamese audience.
They use Facebook as the discovery tool
and communication hub for their everyday
life and moments that matters.
04 MOMENTS THAT
MATTERS
* Source: eMarketer, July 2018; Facebook IQ, Jun 2014

24. 24
Social communication framework
Objective CommunicationCUSTOMER JOURNEY Tactics as thought starters
- Consistent brand-centric posts
- Proactive customer service
- Celebrities’ endorsement
- Consistent brand & products posts
- Influencers’ endorsement
- Engaging in conversations with
customers
- Testimonials from customers
- Trials
- Promotions
- Limited offers
Establish brand proposition around
reliability, trustworthiness and
innovation while speaking in a way
that conveys trust and authority
Potential customers to learn more
about product offers, using offline
trials and online testimonials
New consumers by using incentives
like promotions or limited offers
Brands / Products by connecting
both functional and emotional
benefits in real-life situations and
moments to change attitude.

25. 25
Social communication framework
Objective Communication Platform Format
Call to
action
Facebook
Instagram
YouTube
Video, image, GIF
News feed image
Video (organic), pre-roll
Discover,
learn more
Facebook
Instagram
YouTube
Video, canvas, carousel
News feed image, story
Video (organic), pre-roll
Inspire,
explore,
learn more
Facebook
News feed link ad
(clickable), carousel ad,
lead generation ad
Link to
trial/retail
site, sign-up
& try
Facebook
Link ad, carousel ad,
dynamic catalog ad
Link to retail
site, buy
CUSTOMER JOURNEY
Establish brand proposition around
reliability, trustworthiness and
innovation while speaking in a way
that conveys trust and authority
Potential customers to learn more
about product offers, using offline
trials and online testimonials
New consumers by using incentives
like promotions or limited offers
Brands / Products by connecting
both functional and emotional
benefits in real-life situations and
moments to change attitude.

26. 26
Measurement framework
KPIs should be determined as a function of our campaign objective
Increase brand affinity and
association with key brand
strengths
Drive brand consideration, cause
consumers to think of our
products
Position our products at the top of
consumer’s mind
Drive sales and purchase
# Reach, #frequency, # Impressions, # 3s video views,
% view through rate, % video completion rate, % ad
recall rate, #engagement (comment, reaction, share), %
engagement rate,
# 3s video views, % view through rate, % video
completion rate, #engagement (comment, reaction,
share), % engagement rate, # clicks, # click through
rate, % canvas open rate, # canvas view time
# clicks, # click through rate, # landing page views, %
lead form completion rate, # leads (i.e. trials sign-up), #
offer save, # offer redemption
# clicks, # click through rate, # landing page views, #
purchase/sales, # cost per purchase, % conversion rate,
% traffic to purchase ratio, % drop-off rate & retention
rate on website
SOCIAL OBJECTIVE SOCIAL KPISCUSTOMER JOURNEY BUSINESS OBJECTIVE

27. • Facebook: General best practices
• Instagram: General best practices
Appendix (Bonus ingredients)
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28. 28SOCIAL MEDIA STRATEGY
TOSHIBA VIETNAM
Facebook: General best practicesAppendix
1.Facebook: General
best practices
Maintain one consistent tone of voice across all
communications
Content must provide value or entertainment
purposes, this is determined by the audience. The
audience will share because they want, not
because they were asked
Every post, when possible, should be accompanied
by a visual to boost engagement unless the
community is also built on text posts (and these
posts perform)
For video content, add text overlaid captions" to
better capture the attention of mobile users
Encourage engagement and have a clear CTA for
users to respond to (E.g., "Click here for...")
Shorten URLs – use a URL shortener to make links
trackable and appear cleaner
Publish content at the optimal time of day, and
maintain a consistent look and feel. Both take time
to develop and learn, however, daily, weekly, and
monthly reporting will provide insights on this
Be cautious of photo albums and other ways to
publish because they are not always effective
Target your posts using paid to boost proper
awareness among specific audience interests,
gender, age, location, etc.
Posts between 100 and 250 characters (less than 3
lines of text) see approx. 60% more engagement;
however, this can vary depending on the FB
community
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29. 29SOCIAL MEDIA STRATEGY
TOSHIBA VIETNAM
Instagram: General best practicesAppendix
1.Facebook: General
best practices
2.Instagram: General
best practices 1
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Post photos that users can’t see anywhere else –
behind the scenes or sneak peeks of what’s to
come. Instagram Stories is a great way to be more
informal or behind the scenes type content
The quality of the photos are important.
Be authentic to the visual nature of Instagram to
build loyalty for the brand
Do not Post too often OR back-to-back. Keep users
wanting more. Vary your publishing frequency
Match the caption to the content (whether it is a
photo or a video)
Ask questions in your caption and like positive
comments
Use hashtags that are related to the visual and
copy to increase the ability for users to find your
post while they search
Tag feature handles, partner brands,
influencers/customers to increase awareness
(when appropriate)
Regram photos from fellows (if allowed) to promote
user- generated content. Attribute authors properly
(e.g., ensure titles are right, etc.)
Have a content strategy across your feed with a
unique point of view. Establish a distinct and
consistent look & feel
Follow like-minded individuals, potential customers,
relevant brands, feature accounts, influencers, etc.

30. THANK YOU