Friday, December 30, 2011

European E-Privacy Directive : site consequences

A demosite has been made to demonstrate the consequences for consumer's surf experiences when the new amendment on cookies and storing technologies that has been adepted by the Dutch parliament at the 22nd of june will get into force. In this proposal cookies are set as "personal data" and by making it personal data, it will most likely be necessary to register for a lot of websites before you can visit them.

This law still has to be accepted by the Dutch senate.

The demosite is an example of a fictive news website that has some third party services integrated, as most big (e-commerce) websites have nowadays.

Further information about Directive 95/46/EC
Directive 2009/136/EC

<more information follows>

Thursday, December 29, 2011

List of interactive social ad's with facebook connect

A short list of some nice interactive social facebook virals. Virals where you play with brands and share brand experiences with friends. These interactive advertisements can all be played with a facebook login.

Jameson Whiskey

A real nice Facebook Viral game, I just ran into (altough it is not completely new). It is a big puzzle. A barrel of Jameson Whiskey is missing in the 1780's in Dublin and one of your friends stole it! Discover which of your friends stole the whiskey!

I really like it because this game is not only using pictures from your friends, but also works with interests, previous facebook posts and even with small games inside.
The only thing that would make it more nice, if they made they could connect choices made in the game to personal information, so a follow up campaign can be started.

Just visit the site!


Simple, low budget facebook promotion in Obermutten (population 78) results in even more facebook fans then one of the world's most famous ski resorts St Moritz. So cheap virals can work as well as expensive ones!

Lost in Val Sinestra

The first facebook interactive viral I saw, and still one of the best. Lost in Val Sinestra. A Swisscom viral.

Trip your face

Go on holiday with your facebook friends, withouth leaving your house! Advanced face recognition software  puts you in a Vanilla Ice video in Las Vegas...or see your friend's adventures in a Parisien hotel suite.
Visit http://www.tripyourface.com/ and go on a virtual holiday now!

New nose?

If you have a cold, you probably want a new nose. Why don't you take a virtual one or give one of your facebook friends one? Take a look at this website

Du bist Oberstaufen

How to make a small town in Bayern popular with a lot of PR. Show possible visitors in your beautiful town.

Intel, the escape

The most sophisticated interactive social movie, I have seen so far. A complete youtube takeover brings you in a  great interactive adventure where you act as a secret agent and you have to solve puzzles and play games. Really a unique interaction. 

Tuesday, December 27, 2011

Behavioral economics in online marketing

Behavioral economics is really interesting. How to use social, cognitive and emotional factors to influence economic decisions or user behaviour. 

Especially the social factors are more and more important since the web is getting "social". But also from a design and marketing point of view, this is really interesting. At this page I will collect presentations, information and I will write short articles about behavioral economics.

Dan Ariely gives a nice presentation about our decisions and how our brains work. "Behavorial economics". Interesting for developing (e-commerce) tests and promotions. Adding options that "nobody wants", can influence choices!
Dan Ariely shows this example with a test in the economist.

Adding options that nobody wants can influence choices
Removing the option nobody wants shifts the results
Watch his whole story here:

Design for conversion. Small things can have big effects:
Introduction Persuasive Technology & Behavioral Economics

Changing people's behavior by making something fun.

More nice examples of changing people's behavior by making things fun can be found here.

Enabling behavior change: To change consumers behavior's we must design motivational experiences that push, pull and ease the pathway to new habits. (Brandon Schauer, adaptive path)

Very interesting presentation (in German) about the movement from price triggered consumers to other triggers for consumers to buy:

Social Media Facts 2011

Nice slideshare presentation (167 slides) with Social Media Facts, all around the world.

Monday, December 26, 2011

Understanding E-commerce Asia : South Korea

Sometimes people say that Europe is fragmented. I know it is. But Asia is truly amazing. More then 2000 spoken languages, from extreme wealth to poverty, from democracies to authoritarian governments. That's fragmentation.

From a communication/marketing perspective, this is really interesting. Each market has it's own characteristics, demographics, infrastructure and social context. But above that, almost all markets will continue to grow rapidly. 

This combined makes it really interesting for me to learn and investigate about the online possibilities in the Asia-Pacific region and to learn about campaigns that are developed or changed to local legislation, habits, communication etc.

Ecommerce in South Korea

South Korea! A country that is really high on my "visit" list. Hopefully this summer.

But it is also the country that has the fastest internet connections in the world. Up to 200 times faster then connections in the USA, and that also cheaper. South Koreans pay around USD 38 monthly while US users pay around USD 48. In the near future South Korea get's even faster connections for cheaper prices.

There are more then 48 million people in South Korea of which more then 2 milliion are at the risk of internet addiction. But of course, there are special clinics for treating this internet addiction disorder.

Social Media

Over half of the country's population is registred at CyWorld. The most popular social network in Korea. CyWorld has expanded to other countries, like Japan, China, Taiwan and the USA, but already had to close many of these sites again, due to competition from Facebook and in that time Myspace.
Also in South Korea it's self Cyworld faces difficulties nowadays.This summer, the personal details from about 35 million South Koreans was stolen/hacked from Cyworld.
Cyworld is losing ground to Facebook and Twitter and are now announcing a "come back" with a redesigned service aimed more at people and users in stead of sharing information. The Korea Times has an updated article about this.

Social media in south korea often have virtual currency's, making it less dependent at advertisement then their western counterparts.

To get a feeling with CyWorld, take a look at this youtube movie:

At the same time North Korea is using social media for propaganda matters and the South Korean government responded with censorship.

North Korea is using social media for propaganda

South Korea currently has 5 355 880 Facebook users and this is 13.58 per cent of the total online population. Statistics can be found in more detail here.

Search engine marketing in South Korea

"In South Korea people want search engines to find something for them"

A big mistake and often made is to enter the South Korean search market with the same approach as in the west. Things that are important for SEO in the west, like unique content, backlinks etc. are not as relevant for search engines "Naver" or "Daum" that are the most popular search engines in South Korea. So forget Google if you want to start advertising in South Korea, but investigate the possibilities at Naver or Daum.

Naver and Daum, are more "portal 3.0." websites. Portal's like we in the west had 10 years ago, but then much more advanced. Daum for example (on mobile handhelds) scans barcodes, offers music, blog's, etc.

Both search engines have a different strategy then their western counterparts.. Their key objective is to push users to other parts of their network or towards paying clientele. Naver's ad revenue for example is connected to the time people stay on Naver's portal. That's one of the reasons they want to keep people as long as possible at it's portal. If used properly , I think this can be a great branding tool for companies of course.

What is also a big difference is that Naver is created for South Koreans and questions can be answered collectively.

A detailed introduction to both search engines can be found here in this interesting article at search engine watch.

Naver has the aspiration to deliver search results for users, without them typing, but by realizing the intention of the user. Interesting!

Learn more about Naver and their ad placements here. Really interesting. Covered in the article but summarized also below are the main forms of advertisement.

1) Click Choice Advertisements. Just like our pay per click ad's
2) Time Choice Advertisements. You pay a flat fee payment which will guarantee exposure for a certain time without changing rank.
3) Brand Search Advertisements. With this form you can get a microsite within the ad block itself and you can interact with certain keywords and search terms used. Ideally for awareness and introducing brands!

The top search engine list in South Korea can be found here and is provided by KoreanClick. Youtube is also, just like many other places in the world, really big in South Korea. A good thing to remember when doing business in south korea. Runner up is DaumTV.

According to this person you can set up an account at Naver, even if you don't read Korean.

Ecommerce in South Korea

South Korea is the third largest e-commerce market in the Asia-Pacific region. Only Japan and China have a larger e-commerce market share.
With such a high internet penetration, the south korean ecommerce market is very mature and ahead of the west. A detailed (paid) report can be found here. In the first quarter of 2011, south korea's e-commerce sales jumped 20.9%/ At this moment the South Korean economy is slowing down, due to the European and North Korean situation. However a growth of 3,7 % in 2012 is still expected.
In the second quarter of 2011, Credit Card was the most used payment method in more then 70% of the B2C cases. But according to digital river payments, local cards often are prefered due to loyalty programmes. Keep in mind that virtual currency's also are used a lot in South Korea.

Tesco, did a great job, I really like this, by adapting campaigns to the local situation.

Mr Pizza, a Korean Pizza chain, has set up a real succesfull viral campaign at youtube. More details about the campaign can be found here.

I think South Korea, is a really interesting country, much more to tell and to write and I am sure much more nice case study's can be found at the web.

Very popular in South Korea is Kakao Talk in South Korea, a chat application for smartphones. More then 1 billion text messages, are being sent every day through Kakao Talk. It is more then just chatting read more here.Kakao Talk is expanding to other countries in Asia.

Want to know more about South Korea? This great interactive platform shows you all about South Korea!

Sunday, December 25, 2011

Jet Blue email marketing case study: triggered emails

Marketingsherpa has a few nice email marketing case study's described.

Jet Blue started with a kind of abandoned card campaign. But unlike many others they were very careful by doing so. Good job that they identified four different drop off reasons at which they reacted by use of e-mail.

In their case:

  • Flight selection - after selecting departure and destination cities in a search for flights, the visitor was given a list of specific flights to choose from. 
  • Seat selection - after choosing flights, visitors were asked to select their seats on this screen.
  • Ancillary - this page offered additional services such as car rental and hotel rooms in the destination city.
  • Payment - this page collected the visitor's credit card information and finalized the sale. 
It was a great succes. According to MarketingSherpa, the emails generated a 1,640% increase in revenue per email delivered as compared to JetBlue's standard promotional emails. 
Strange however that I cannot find a newsletter subscribe banner at their website.

More details about the campaign can be found here at MarketingSherpa.

Excessive Credit Card Surcharges will be banned earlier in the UK

The UK government plans to make an end to the excessive credit card surcharges that currently have to be paid (mostly by airlines or travel websites), much earlier then expected. It is now planned for the end of 2012.

The office of fair trading, released a report in June about how the travel industry uses this credit card surcharges. The government of the United Kingdom, now has plans to make an end to these excessive credit card surcharges much earlier then mid 2014 (when EU rules will be implemented).

Most likely much earlier companies in the UK can only charge the actual cost of processing card payments to the consumers. Usually only 1 or 2 per cent of the total price. So not the 17 pounds Air Berlin charges at the moment.

Airports and Airlines Reviews

Airports and Airlines have to go hand in hand in a lot of cases, especially in this online age.

If I take a long haul flight with a stop over, I always also take a look at airport reviews. Simply because you want to know where you stay for a few hours (or if anything goes wrong, for maybe one or two days).

Therefore it still surprises me that this is not integrated in a lot of booking processes or that airports do not seem to care much about negative reviews at the web.

Let's take a look at Dubai Airport , the airport from Emirates. Emirates has a lot of stopovers at Dubai Airport.
Look at the results of the search query "Dubai Airport Review"

Good thing is that they have 122 Google Reviews (scraped from the internet). But, of course first I click, not at the airport's own website but at the one that says "customer reviews". It seems independent. If I do, I will see this:

Negative Reviews Dubai Airport 

The first few reviews are negative, and the rest of the page also consists of a lot of negative aspects. Given the fact that I rarely browse to the second pages of search results, I would be getting a negative feeling about flying with Emirates via Dubai International Airport.

I think it is important for the Airport to get into web-care and to give reactions to this negative reviews at this external website.

But besides that I think it is best if Dubai International Airport implements it's own review system (like bazaarvoice, shopzilla or other similar services) at their website. Make sure it is indexed in Google as "independent customer reviews" and react on them.

And if this is integrated somehow at "Emirates" website, I think it will help increase sales. 

For starters, maybe even a few USP's about the airport in the booking process from Emirates website will already work. It is worth testing. USP's like: easy transfer, free WiFi, quick security checks etc can be placed at the right site of the process. At least show it for new users. Users that already have booked with Emirates, already know how the airport is. But for new users this might just be the extra step to place the booking.

Suggestion to put more information about the stopover airport

Of course it is not only Emirates and Dubai Airport that have this problem. Many more airlines and airports have. Not all airports have the quality and services of Hong Kong and Singapore, but with web 3.0 it is time to act now.

Marketing the Ryanair way

Ryanair....not all people like the airline, but they are doing a nice (online) marketing job if you look it from their perspective. It is thinking in a different way, not the standard brand awareness, viral's and GRP's or the standard social approach. They produce emails and advertisements without agency's so very cheap, but also they make them fun. And "fun" works. Just like in the online world. Fun goes viral = reach.

However how is Ryanair going to stand in these web 3.0. times? The times where people expect webcare, and the use of twitter or facebook?

I think they will do fine, as long as their prices continue to be low. As long as it is possible to fly around Europe for an average of 50 euro's people will keep on flying Ryanair.

They can do a much better job, I think, by at least use social sharing buttons at their website (I think the low fares will be shared massive) and also implement these buttons in their e-mails and  by making more fun , viral advertisements and publicity that can be shared. If I were Ryanair, would have used their own website or at least one maintained by Ryanair to do so. And this can be done cheaply as well :) By the use of wordpress.

Just got an e-mail today from Ryanair. Even their e-mails look cheap. A mix of Dutch and English in one e-mail.
Ryanair E-mail marketing
And if I click on the "click here" in the english part, I am redirected to a Dutch landing page:

Ryanair e-mail landingpage

Michael O' Leary was invited for speaking at the Innovation Convention in Brussels:

There is a ban on low cost carriers for civil servants of the European Commission! Michael O'Leary tells. 

Free PR

Another great story! I bet they sold a whole lot of extra scratch cards! They just have to make sure that their Ryanair customers know about this "possible" error.

Three people win cars on a 'lucky' Ryanair flight
April 27, 2011 5:00 PM
Three lucky passengers flying from Milan to Madrid have each independently won cars worth £11,500 by playing an in-flight scratchcard game.

After the cards had been bought, a cheer is said to have gone up in the cabin as one player realised they'd won… and then another… and another.

But the flight was less fortunate for airline Ryanair - which sells the €2 scratchcards - because they normally only releases one free car into the game each month.

Despite being shocked and blaming the treble win on a 'printing error' they've said they will honour the winning cards… and any more which crop up.

You see they've hinted that there could be more errors, and therefore more winners, in the current print run of cards which are due to be used up to the end of June.
Ryanair’s Daniel de Carvalho said: "Ryanair and Brandforce (the company which runs our €2 scratchcard game) have launched an enquiry into how this printing error caused 3 €13,000 cars to be won on one flight.

"We remain concerned that this print run – which covers €2 scratchcards up to the end of June – may contain further print errors leading to an unexpected ratio of car winners forRyanair passengers playing our €2 scratchcard game.

"Both Ryanair and Brandforce have confirmed that they will honour all car winners regardless of how many crop up between now and the end of June and we will sort out our losses with Brandforce at the end of this print run."

I'll bet these kind of news articles, will be shared via social media a lot!

Plain Painting

They often paint their planes with "Bye Bye <airline name> when they start flying at an airport. In this case, bye bye Alitalia..:)

Ryanair has a very fun song, when you are in the air, telling you to buy things. This song is very popular at youtube as well. The original song, watched more then 87.000 times can be seen here. But also people post their own video's with this song. And that's when it get's fun..

See this person below, with his own dance at this Ryanair song, he has a video that has been watched more then 45439 times. And the person has fun. Flying with Ryanair is fun.

This figure from Google Insights, shows that Ryanair is searched for much more times then it's competitor Easyjet. I'll bet it has something to do with all of the PR and funny advertisements.

Ryanair is also the only e-commerce website, where I noticed "Adsense" ad's during the booking process to get extra revenue. The only philosofy behind that, can be that Ryanair is the cheapest anyway, so they get back to the Ryanair website after clicking on such an ad.

Ryanair places Adsense Ads on the right of the booking process 

Some pictures of Ryanair's CEO

Wednesday, December 21, 2011

Checklist Usability and Interaction Design - Tools for Usability Testing

Usability and UX mini-checklist

As short summary of important usability and interaction design checks, including links to (online) tools for usability testing.

1) Give "more" signup and signin options. Think of OpenID, but also the very popular Facebook login. It's simple: the easier it is, the more users you will get. Use one page where you can sign up and login. Give people a choice, between Facebook Connect, OpenID, your own registration module etc.

Lonely Planet uses Facebook Connect

2) Show your social sharing and like buttons and also how many people liked or shared. It's a great way to gain trust among your visitors.

3) Take a good look at your internal search engine. The results are important, but don't forget to make an excellent page for when the search query is not found. People do not want an "error" page. Give them options.

Boots search result page

Boots here above, can do a much better job. Either by working with auto suggestions, but also to improve this error page with for example search suggestions, special offers etc.

4) Keep your content fresh and up to date. Multiple ways for doing so. Don't forget!

5) Don't forget to optimize your 404 error pages.

6) Use the "feedback" button. More and more common on website across the globe. Usually visible at the right corner of a website. Learn from customers and visitors.
The feedback button

7) Don't limit for no reason. Don't limit boxes where people can enter (personal) details or passwords. Don't bother the user with technical difficulties you might have at the background. There are many people around, some with long names, people with long passwords, people with short passwords.

8) Use headings, subheadings, alt tags on images and the correct text around images.

9) Use correct file names for images. Try not to use 945845.jpg or Umbrella75.jpg

10) Use breadcrumbs. Especially with an e-commerce website.

11) Optimize your site for mobile. Mobile usage is increasing rapidly. Be ready.

12) Don't make useless fields mandatory. For example phone numbers are often mandatory but it is often not necessary. If you need more details from customers, be relevant and make a plan to gain more information by offering special content, polls etc. Bottom line: give something in return for more information.

13) Check your website often, follow a standard test script. Easy to make in excel, but also "automatic" tools are available, to make sure your interaction is still working.

14) For pages that can be printed out (especially e-commerce websites) make a print style sheet. Make also sure the information is correct on this printed page. Often the information at the printed page is less then the confirmation on screen. Make sure it is the same or even enhance your printed page with a QR code for example to upsell for example.

15) If you use flash, use also a backup image for people without flash (a lot of people nowadays do not have flash at their device). Make the site fully working, also without flash.

16) Test regularly the link at your site, so you do not have dead links (tools for this are available)

17) Don't bother people with obligations for entering details. Or make it very clear how to do so. This often happens with phone numbers, they can be written in many different ways. With a "-" or without. With a country code or without. Make it clear how you want it (and in this case make sure users cannot make mistakes) or make conversions in your backoffice.

18) Make the response time of the website as short as possible. Good for visitors and search engines.

19) If you use features from external agency's, like an enhanced search engine or other embedded items, make agreements with those agency's, that if they fail to supply, the site is still working and you can switch to an alternative.

20) Hopefully it will never happen, but probably it will happen sometime. The website is down. Prepare an emergency page, you can set live quickly. Depending at the goal of your website, make something similar for if you have to much traffic. Prepare simple pages (especially news websites for example after breaking news happens).

21) Try to access your website without java script switched on, and see if the user experience is still the same.

22) Try to access your website without accepting cookies. See if the user experience is still the same.

23) Check your website in multiple browsers. But at least take the most important ones. Less important ones can be checked via this website for example. Browsershots.org gives you a view of your website in many browsers. Keep in mind that it are often small UX things that differ between the browsers. This you will not discover by using browsershots.org. This needs to be done manually.

24) Your company logo is always visible and redirects to the homepage. Best is to put it at a standard position, used by many websites, because people are used to this. Usually top left. Make sure your payoff message is also there, so people who do not know the brand, immediately see what you do.

25) Make sure your URL's are readable. Good for SEO and User Friendliness.

26) Make sure the back button from the browser always works. Especially pay attention in "https" environments or forms. If you press the back button during a registration process for example, it must not be the case, that the user has to fill in his details again.

27) Within order processes: always make sure to the user at what stage he or she is in and how much more steps to follow before completing the order.

28) Important content should be "above the fold".

29) Test your error messages. Often they are not clear. Make them as clear as possible. Test them! But for example also remember previous actions from users. If a user, just recently changed their password and the next time they login the password is wrongly entered give the suggestion in the error message: You entered the wrong password, but you have changed your password recently. Make sure you use the most recent one.

30) If you work in multiple countries and you are expanding your website abroad. Pay extra attention to special characters. Not only in the text, but also in your internal search engine, in your confirmation e-mails etc.

31) Make your website W3C proof.

But besides these more or less logical things, make sure you do a usability test with real users regularly to discover bottlenecks. It does not matter how you do it, with an agency or in a different way, but do it! If you don't have the budget for using an agency, try one of the online tools below.

Links and tools that can be used for usability testing:

  • This website (in Dutch, but with English downloads) gives some guidelines for websites about accessibility.
  • Excellent author about usability. Steve Krug.
  • Simple, but working heatmap tool to analyse your website.
  • Optimizing landing pages with this tool. Sent in your page , ask the questions you want answers to and let it test. Nice!
  • Speedtest your website or speedtest it with this site.
  • If you are working with wordpress, this tool let's you record exactly what users do.
  • Clicktale is also a tool that can be used for analyzing user behavior.
  • Intercept users live and ask them questions with Etnio.
  • A cheap tool, called intuitionhq, that let's you sent tasks or questions to everybody you want. Nice!

Tuesday, December 20, 2011

SEO infographics

Infographic: How Google killed the long tail strategy

Infographic: SEO, the pyramid of needs

Keep in mind that social media signals are rapid increasingly more important. The pyramid is not finished at the top. It is a continuous loop. Campaigns evolve.

Infographic: content is fuel for SEO. 

E-mail Marketing part 1

The Responsys E-mail Design Look Book 2011. An interactive PDF full of inspiring e-mail marketing examples. Download the book here.

Sunday, December 18, 2011

Email Marketing Checklist

Chuck Norris approves this email marketing checklist

My own email marketing checklist. An excel file with a tab "checklist", a tab "goals" and a tab to copy and archive the newsletter. The excel file is devided in sub checks, like personalisation, general settings, tracking etc. Use a new checklist for each test you are going to do.

Screenshot checklist

E-commerce quotes

Some e-commerce and internet marketing quotes

  • "People become brands and brands become people" -  Brian Solis, Bazaarvoice
  • "The new currency of advertising is the voice of the customer"
  • "Your online identity is determined not only by what you post, but also by what others post about you – wheter a mention in a blog post, a photo tag or a reply to a public status update" – Google
  • "Zappo's.com is a service company, that happens to sell shoes" - Tony Hseih
  • "In five years, the idea of broadcast will be gone" - Tim Kring
  • "Best Buy’s messages has to be where people are. Today, that means being on social networks." - Brian J. Dunn - CEO Best Buy
  • “Social Media is about sociology and psychology more than technology.” – Brain Solis Principal of FutureWorks
  •  “Social networks aren’t about Web sites. They’re about experiences.” – Mike DiLorenzo, NHL social media marketing director
  • ‘Ultimately, brands need to have a role in society. The best way to have a role in society is to understand how people are talking about things in real time.” – Jean-Philippe Maheu, chief digital officer at Ogilvy
  • Social Media = Rapid (public) Solution Delivery for users
  • News no longer breaks, it tweets
  • New marketing is about the relationships, not the medium
  • The goal of social media is to turn customers into a volunteer marketing army
  • The head of social media is the consumer
  • A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is. -Scott Cook
  • “You will make mistakes. If you are sincere about helping the community, the authenticity will show and your mistakes will be forgiven.” -Zia Yusuf

Saturday, December 17, 2011

Understanding E-commerce Asia : Vietnam

Hoi An, Vietnam

I visited Vietnam a few times and I really like the country. It is amazing how this country is developing. You can feel the vibes when you are walking in the streets of Ho Chi Minh City. Vietnam's internet usage grows very rapidly especially compared to the region. Vietnam has experienced the fastest growth in internet penetration in the region. Vietnam has or will very soon catch up with China and Thailand in terms of internet use. Vietnam has a population of 90,549,390 and has 28,625,393 internet users (may 2011). This is 31.6 % penetration.

Facebook access is still sometimes difficult in Vietnam, when I was in Vietnam late june this year, I could still not have access to Facebook everywhere. But the amount of users, using Facebook is increasing extremely rapidly. So I guess the limitations are getting less and less.The last three months there was a 50%!! increase of Vietnamese Facebook users! This ranks Vietnam at number 4 of the increase of Facebook users the last three months with now 3 607 220 users (figures from the 17th of december). Details can be found here. By the way socialbakers.com is a great website for social statistics around the globe.

Online activities:

The most important thing at this moment in Vietnam at the internet is information gathering.
News websites are very popular. This are news sites as Dan Tri, VnExpress, 24h and Tuoitre.
Entertainment, like listening to music, watching movies etc is getting increasingly popular.
Also increasing, like mentioned above is social media , chatting and emailing, but not yet as popular as information gathering. Users are more passive, meaning reading and watching but less engaging. Important to know if you are going to plan some social media activities in Vietnam.
Online shopping is not yet so popular, but a strong growth is expected. Local social networks are preparing for this trend.

Most young people use their mobile phone to access the internet. Around 40% of the internet users. Also internet cafe's are popular. If you want to have more details, download this report.

Social Networking:

Next to Facebook, in Vietnam also ZingYume and TamTay are popular.

As this article states, social commerce can be very promising in Vietnam. People tend to buy via social networks more easily then in already "mature" markets, like Europe and the USA. Probably because of the fact that when people start using the internet, they will start with a facebook, Zing or Yume account, in stead of the markets in Europe and the USA where people started with a dial up connection and a hotmail adress.

TamTay, big social network in Vietnam with over 4 million users is very strong in providing games and educating users how "social networking" works. People are still very passive. Important to know if you are starting a social campaign in Vietnam.
There is also a state owned social media network called go.vn. Here an article about go.vn

Watching saigon's rapid growth from the skytower in ho chi minh city
Alex is watching the rapid growth of Ho Chi Minh City from Saigon's skydeck
Some (running) online campaigns I found that are running in Vietnam

Alibaba is also active in Vietnam:

Linksys Vietnam is doing a nice campaign where people need to sent in pictures of their workplace.

Some kind of blog contest from Unilever in Vietnam (as far as I understand). However I do not see any social sharing links, but maybe that's because of the language.

Update: I just got back from a Vietnam trip and I discovered, accessing facebook is more restriced then a few months ago, when I was there for the last time. However this tool , called ultrasurf is working perfectly to access facebook in Vietnam. Unfortunately there is no mobile app that does the same..

International Marketing Effectiveness and local knowledge

Online marketing is great. It can be effectively done from everywhere around the globe. But local (language) knowledge gets more and more important. When you are active in bigger organisations with branches around the globe or when you want to start exporting to other countries, it is important to know how effective your campaigns will be and how much local knowledge you need.
I created this graph to give more information. However realize that the graphic below it is not valid for every branch. Especially the effectiveness depends on your KPI's.

International digital marketing effectiveness (central vs decentral)
International digital marketing effectiveness (central vs decentral)

Online Banner campaigns: саn реrfесtƖу bе done without specific local knowledge οr offices abroad. It іѕ simple tο bυу ad space nowadays, аnԁ уου саn rυn a perfect effective campaign using banners іn a country abroad frοm уουr οwn office.
Email Marketing: E-mail marketing service providers have great tools nowadays that can be setup from one spot and then can be perfectly used by local offices or persons. Testing and learning is very easy with email marketing and therefore it is placed at the side with less local knowledge. Of course the e-mails should be in the local language, but I have seen many examples (Ryanair, Wizzair etc) where they just translate the text (at least it looks like that) with Google Translate. Keep a very close eye on deliverability if you are e-mailing abroad.
Affiliate Marketing: Depending on the products or services you sell, this can be done from a central location. But the further away, the more local knowledge you need, for choosing a company but also for keeping contact with your publishers. Keep in mind that you might be able to get cheaper contracts with the affiliate companies when you sign company wide contracts.
SEO technical: Technical SEO means the structure of your website. This can be perfectly done from one location, since it is the same for the whole world. Make sure you site is SEO friendly in technical terms. 
Cross and Upselling: Depends how you look at it, but usually this can be done perfectly from a central location with automatic learning cross and upselling systems, like Unica, Prudsys etc.
Online PR: іѕ nοt possible without local knowledge, whеn уου аrе generating (free PR), уου need nοt οnƖу tο know thе local language реrfесtƖу, bυt аƖѕο уου need tο hаνе local contacts tο generate ехсеƖƖеnt PR. 
Youtube: Running a youtube channel can be perfectly done from a central location, only sometimes you might need to change subtitles. And it is effective to. Remember youtube is still the number 2 search engine on the web!
Reputation Management tools: There are nowadays tools for reputation management that work internationally. Altough rather expensive. But also free tools can be found everywhere. Local knowledge for language and interpretation is important to do an effective job.
Social Networks: Your own social network sites, can be maintained and analysed by tools that work globally. Some kind of extended CMS software packages. Remember facebook already started with auto-translation of comments and posts. 
SEO content: SEO content is the content at your website. First start with the SEO technical. If you do not have your technical SEO in good order, don't start with content SEO. Good content SEO can only be done from someone with good local knowledge. SEO is all about content. Don't auto translate , use unique content.
SEA: Search Engine Advertising is a little different, but most effective with local knowledge, since it is also about writing advertisements. However, since the texts change less regularly it can be done from a greater distance and it is also (but not preferable) possible to work with translators.
Linkbuilding: Linkbuilding is very important for a good search engine position and can be setup in various ways. In any case you need links. If you take a look at local websites, they are often the best. But you got to have direct contact with them. Therefore local knowledge is important. Of course there are other ways to do  linkbuilding with less local knowledge.

Reports and research about international ecommerce and trade part I

The first DHL Global Connectedness Index was released last week. It gives a detailed country-by-country analysis of the flows that connect the world.

The calculation consists of the following types of flows: merchandise trade, services trade, foreign direct investment, portfolio, equity investment, international telephone calls, international internet bandwith, international trade in prined publications, international tourism, international education and international migration. Interesting set of reports with details about 125 countries across the world. Details can be found and downloaded here.

Thursday, December 15, 2011

Images I collected for use in presentations part 1

Some pictures that I used in presentations or can use in the future. Some made by myself some found on the internet.

Reviews and comments are there for a real long time! So make a good review plan and a good customer contact strategy!

Product reviews and site comments are important for your digital strategy. They remain for a long time!

E-mail marketing effectiveness

Ikea emotioncurve. The last customer contact is very important

Klantcontact in de bedrijfsprocessen

Superambassadors for your brand! Use them!

You need superambassadors for your brand in social media

Think multichannel

European search engine optimization

Give a reason to become a fan

Multichannel: offline vs online

Make complainers ambassadors

Transform online complainers into online ambassadors in your online strategy

Deliverability is an important part of direct mail but also e-mail

Deliverability email marketing

Error pages, like 404 error pages, cannot be just an image or plain text page. Make it interactive. The broadcast period is over!

Build a good 404 error page

Welcome poster when I entered a Japanese Ramen in Bangkok

Interactive twitter wall from the dutch railways
Interactive Twitter wall Dutch Railways at Utrecht Central Station (NS)

Nice example how to use a twitter wall to improve engagement, service etc. Can be used in multiple branches of course. Not only transport. 

var perPage=6; No. of posts to show perPage var numPages=6; No. of pages to show in Navigation var prevText ='