Y KliN TRflO odi UMKE7ING e^C KENH THUVEN WONC Xfl HOI OIEN Tl/'
CHO OOHNH NGHIEP NHO VU UifH:
NGHIEN CU'U TiNH HUONG WEHSnE: ltfltfW.M7flM.VM
Nguyen Phan Anh Trudng Dai hoc ThUOng mai Email: phananhfSvcu.edu.vn
Ngaynh$n. 2/12/2013 Ngaynh$nlal. 06/01/2013 Ma sd: 64+65.3IBMg.32
y^idcldiai thac va Ong dung cao Igi ich cua nhQng cdng cu (nen tang) truyen thdng xa hdi dien td
^/cho cac doanh nghiep nhd va vOa trong giai doan kinh ti khd khan va khung hoang nhu hien nay la vd eung quan trgng. bdi vi khach hang tiem nang cua cac doanh nghiep - chinh la nhQng ngudi dung cdc nen tang dieh vu truyen thdng xa hdi dien td hidn nay ed sd lugng rit Idn. thdi gian truy cap djch vg rit thudng xuyen va thudng lugng truy cdp Idn. Cac boat ddng truyen thdng xa hdi didn td hidn nay duge danh gia eao bdi tinh hidu qua, tiit kidm chi phi, tiip cdn dugc khdeh hang tiem nang, xay dijng hlnh anh thuang hidu... Bai vie't hd thong hda mdt so ly thuye't can ban ve van de nghien eOu, nghien cOu tinh hud'ng website www.lazada.vn eua tdp doan Internet Rocket trong vide sO dung cac cdng cu truyen thong xa hdi de tiep c$n khach hang, bdn le trtfc tuyen, xay dtfng thuang hidu .. Ddng thdi dua ra mgt so kmh nghi$m khuyin nghi cho eae doanh nghidp nhd va vtfa tai Vidt Nam sO dung, khai thae hi$u qua mgt so tinh nang eua marketing cac kenh tmyen thdng xa hdi didn tO
TO khoa Marketing didn tO, marketing eae kenh tmyen thdng xa hdi dien tO, social media marketing, doanh nghidp nhd va vOa
1. Ly thuyel ve marketing cac kenh truyen ca nhdn vd cac logi hlnh td chUc, doanh nghidp da thong xa h^i di^n tit len tdi hang ly tdi khoan vdi rat nhleu dich vu 1.1. Marketing cac kenh truyen thong xa hdi truyen thdng xa hdi dien tQ khac nhau nham muc d^n to (Social Media Marketing) tidu tim kiem nhQng khach hang tiem ndng mdi vd Marketing cac kenh truyen thdng xa hpi dien iQ gia tdng su tiep xuc vdi khach hdng hien lai. Theo bao gdm vl§c sii dung cac cdng cy truyen thdng Kaplan vd Haenlein (2010), "marketing cac kenh xa hdi tryc tuye'n (hay dien tQ) - vi dy: truyen thdng xa hpi dien tU Id mdl logi hinh cua Facebook.com, Twitter.com hode YouTube.com Internet dya tren cac Ung dung (Ung dyng phan v.v.., dd' tim kiem va tUdng tac vdl khach hang mem, Qng dyng nen web) dupc xay dyng tren h$
llfim ndng bang nhQng hinh thUc truyen thdng tu tudng (ideological) va hd sinh thai cdng nghd sdng tgo vd mdi me. S d lUpng ngUdi dung cac the hd web thU 2 (web 2.0) va the h0 web thU 3 cdng cy truyen thdng xa hdi di$n til, bao gdm cac (web 3.0), qua do, hogt ddng marketing cac kenh
khoa hQC
"^ thddng mpi 135 S 6 6 4 + 6 5 / 2 0 1 4
Y KIEN TRflO OOi
truyen thong xa hoi dien tCi cho phep sang tao va trao ddi thdng tin la npi dung soglQa nhQng ngudi dUng true tuyen". The he web 2.0 la the he web- site Sli dyng cdng nghe vd nen tang "web xa hpi"
cho phep cac website cd nhQng cudc trao ddi hai ehieu vdi nhau, dung de' thao ludn, chia se va hpp tac lam viec tren nen web.
Barefoot & Szabo (2013) dUa ra khai niem can ban marketing cac kenh truyen thdng xd hdi dien tU la viec sQ dung cac cdng cu truyen thdng nham quang ba hinh anh cdng ty vd san pham ciia cdng ty. Cdn theo Weinberg (2009, trang 3): "marketing cac kenh truyen thdng xa hdi dien tO la mot qud trinh ma qua dd cd kha ndng cho phep truyen thdng, xuc tien, quang ba website, san pham. d|ch vu, thuang hieu.,. cua doanh nghiep thdng qua cac kenh truyen thdng xa hpi tryc tuyen vd cd kha nang giao tiep, ket noi vdi mot cdng dong dien tQ rdng ldn ma marketing truyen thdng xa hdi truyen thdng khdng the' lam duac"
Hien nay marketing cac kenh truyen thdng xa hpi dien tii ed hang tram djch vy vd nen tang khac nhau tren mgng Internet. Dieu nay lam cho cdc doanh nghiep cam thay khd khan va phUc tap khi khdng biet phai lya chpn nen tang dich vu hay cdng cu nao va each sQ dung cac cdng cu truyen thdng xd hpi dien tQ dd hieu qua.
Do xu hudng phat trie'n manh me cua linh vyc marketing dien tQ, ma die'n hinh la cac hoat ddng marketing cac kenh truyen thdng xa hdi dien tii chfnh la nguyen nhdn quan trpng dah den sy thay ddi trong chien lUdc truyen thdng va truyen thdng marketing tfch hpp (IMC) vdi khach hang cua cac doanh nghiep. Cd the nhdn thay marketing cdc kenh truyen thdng xa hpi dien td mang mau sac va ddc diem cua marketing truyen thdng tich hdp truyen thdng vl dy nhu cdng ty truyen thdng diep den vdl khach hang va ddc biet marketing truyen thdng xa hdi cd uu die'm rat manh trong hoat ddng marketing truyen mieng (word-of-mouth) ma bdy gid cdc chuyen gia marketing dien tii goi la "thdi ky Clia marketing truyen mieng dien tCi" (e-WOM). Bdi cdc nen lang va dich vy marketing cac kenh
truyen thdng xa hdi dien till cho phep ngudi diing chia se thdng tin (share, post, upload) bang bai viet, hinh anh, video v.v... rat nhanh chdng, duara nhQng Idl binh lugn (comments), nhQng danh gia cho die'm (rate/vote) rat nhanh chdng va de'dang.
Vd mpt ddc diem khdc biet do la ndi ma cac chuyen gia marketing cua doanh nghidp khong the nao kiem sodt dUdc thdng tin. bdi tinh lan truyen vd cung nhanh chdng cua loal hinh mar- ketirtg cdc kenh truyen thdng xa hdl didn tii. Cac doanh nghiep thay vi nghT each "bit midng truyen thong" nhu trudc kia, thi bay gid nen chuye'n chien lUdc dmh hudng sao cho ngUdi dung chia se thong tin mpt each tu nguydn, do IUdng, tUdng tac, phan Ung va cd gang kie'm sodt dUdc nhQng cdu chuyen ma ngudl dung - la khach hang tiem ndng hogc khach hang hien tai dang chia se tren cac cdng cu mang xa hpi. Marketing cac kenh truyen thdng xa hoi dien tQ cho phep cac doanh nghiep cd the hieu dupc nhu cau ciia khach hang mot each nhanh chdng va da dang han nham xdy dyng chien lUdc phat trie'n san pha'm, dich vy va tang cUdng cac die'm tiep xuc vdi khach hang, gia tdng sy yeu thich va trung thanh cua khach hang vdi thUdng hidu cua doanh nghiep.
1.2. B$c diem cua marketing cac kenh tuyin thong xa hgi di$n tO
Thtf nhit, marketing cac kenh truyen thdng xa hpi dien iQ cd dgc die'm lan truyen (viral) vd cung nhanh chdng va rpng ldn. Do ddc tfnh vUdt trdi ciia cdc cong cy truyen thdng xa hpi dien tii Id cd kha nang tUPng tac va ket noi trong mpt mdl trudng ao vd cung rpng ldn. Mdl mpt tai khoan cd hang tram cho den hang trieu "ban be" (friends), "ngudi thich"
(likes), "ngudi theo ddi" (followers) va cac tai khoan nay lai lien ket vdi hang trdm hang tridu tai khoan khac. Mat khdc, nhu da phdn tich, market- ing truyen thdng xa hpi de cao tinh chat chia se va tfnh chat ket ndi, nen mdi khi cd sy kien ma dUdc ngudi dung quan tdm thi ngudl dung se SLI dyng tfnh nang chia se (share), tinh nang binh lu^n (comments) hode tinh nang danh gia (rate, vote) de tham gia vdo sy kidn ma mpt ngudi dung khac
khoa hoc
136 thddng'mal' So 6 4 + 65/2014
Y KI£N TRflO odi
chia se trdn tai khoan cCia hp.
Thd hai. marketing cdc kenh truyen thdng xa hdi didn til cd ddc diem la "tinh khd kiem soat"
(uncontrolled). Khong giong vdl dac diem eiia cac cong cy truyen thdng truyen thong nhu bao giay tgp chl, cac an pha'm quang cao v v . . . thudng c d s y kiem soal cua cd quan phdt hanh va cua phdp ludt thi trong mdi trudng mang Internet, viec sU dung cac cdng cy truyen thdng xa hdl didn tCl cd tinh ao, tinh in danh cao, tinh ty do chia se v v.,. nen cdng dong mgng trd ndn rat khd kie'm sodt. Cang nhQng thong lin khdng hay khong tot ve doanh nghiep, ve thuong hidu, ve san pham. ve d|ch vu cang b| dua len mgng vdi nhleu trgng thai cam xuc vd thai dp khac nhau cCia ngudi dung. VI du nhu mpt khach hang khi gpi didn thoai den so dien thoai ddt mua hang cOa mdt sieu th| dien may, ket thuc cuoc didn thoai ngan ngCii vdl didn thoai vien ban hang ciia sieu th], khach hang nay rat khdng hdi long ve each tra ldi va ndi dung tra ldi thieu trach nhidm, thieu tdn trpng vdi khach hang, Ngay lap tQc, khach hang nay da chia se cdu chuyen nay tren tai khoan mang xa hdi Facebook.com cua minh va ldi chia se nay nhdn dupc rat nhleu "Likes" vd nhieu Idi binh ludn ddng tinh. Day chlnh la dac diem ra't nguy hiem cho cac doanh nghiep va nhQng ngudl Idm marketing. Tuy nhien, no cQng la mdt kenh, mot cachthUcde'doanh nghidp tim hieu nhu cau khach hang, cai thidn chat lupng, san pham, djch vy cCia doanh nghidp...
ThO ba, marketing cac kenh truyen thdng xa hoi di^n til cd ddc diem I'd mien phi va chiJ yeu do ngudi dung sang tao ndi dung. Cd the' de*
dang nhdn thay hau het cac dich vy, cac nen tang cflng cy truyen thong xd hdi dien til tU nd'i tiSng den It pho bien deu cd chung dac die'm Id mlSh phf - tQc Id khdng thu phf sQ dung dich vy Clia ngudl d u n g . V i du nhu cdng cu Facebook.com hien nay cd hdn mot ty ngudi dSng ky tdi khoan, chua ke den vd van cac d|ch vu khdc nhu Twitter.com, YouTube.com, Google Plus ho§c la cdc djch vy mang tinh d|a phUdng nhuZingMe vn cua Viet Nam.
86 64 + 65/2014
Cac cdng cu marketing cac kenh truyen thdng xa hdl dien tQ thudng cd xu hUdng cdi md va ty phat do trao luu ngudi dung ty sang tgo npi dung vd ty chia se npi dung tren cac tai khoan mang xa hpi ma hp tham gia. Ddi vdi nhOng doanh nghidp hoac cac cp quan, dan v| thudc Chfnh phu, ho gan nhu khdng the hoac rat kho cd the' kl^m soat dupc nhQng thdng tin nay tren cac cdng cu truyen thdng xa hpi dien tQ, hp cung khdng the hoac khd cd the' giau diem dupc sy thdt - neu nhu hp thuc sy cd y do muon che dau.
Mpt ngudi dung cd the' quay video hode chup anh mpt sy viec, sy kien ndo dd bang dien thoai dl ddng hode cac thiet b\ di dpng khac, sau dd dang tai ngay tap tUc video dd ldn cdc tdi khoan mang xa hpi chia se video nhu YouTube,ccm, Metacafe.com, Dallymction.com.... sau dd tiep tyc chia se dudng link/uri ciia video dd tren tai khoan mang xa hdi ket nol quan hd nhu Facebook.com (mang xa hpi ban be), Twitter.com (mang xd hpi chia se thdng tin), Llnkedln.com (mang xa hdl nghe nghiep) .. de tid'p tuc chia se nhOng thdng tin ndng hdl ma ngudi dung vUa ghi lgi dupc. Sau dd. nhQng ngudi dung khac se xem video hode hinh anh nay, se binh luan, bam nut Like, se tiep tyc bam nUt chia se de thdng bao vdl ngudi dung khac.
1.3. Tac dgng cda marketing cac kenh truyen thong X3 hgi dign td den hoat dgng marketing va kinh doanh cua doanh nghi$p nho va vOa
Tam quan trpng dSc biel cua marketing cdc kenh truyen thdng xd hdi dien tQ ddi vdl ddi tUdng doanh nghiep nho vd vQa la ddi IUdng doanh nghiep nay thudng cd it ngdn sdch chi cho cdc hogt ddng marketing, de'bi tdn thUdng trong qua trinh canh tranh. Hdn nQa dd sU gia tang mgnh me va phd bien ciia cac dang thUc marketing didn iQ, theo Forrester Research dy bao sy tang trudng cua hoat dpng marketing cac kenh truyen thdng xa hpi dien til se gia tang len 34% trong long sd cac loai hinh marketing dien tCt va ddc bidt logi hinh marketing didn tQ nay cd ldc dp tang trudng rat nhanh va nhanh nhat trong sd cac loai hinh
Jiboa hgc ^ thifdng mat 137
Y KIEN TRflO OOI
marketing dien til. Cac doanh nghiep san Idng va cd ke hoach chi ngan sach mari<eting cho cac hoat ddng quang cao true tuyen, tai trp sy kidn thong qua cac d|ch vy truyen thong xa hpi didn tis, hoae chuye'n ngan sach tU quang cao truyen thong sang quang cao dien tU thong qua nen tang mang xa hpi.
Hlnh 1 • Ddng tien (ngan saeh) danh cho maiteting eae kenh tmyen thong xa hgi dien td
viet quang cao tren bao dien til) sang cac cdng cu truyen thdng xa hpi didn tii Va cudi cung la 39% ngan sach quang cao se dUdc chuyan \ii marketing truyen thdng (tren tap chi, Id rdi...) chuyen sang ngan sach quang cao tren nen tang
"social media".
S d IUdng ngudi dung cac cdng cu, nen tang truyen thdng xa hdi dien til ngay cang gia tang: gia tang ve so lupng ngudi ddng, gia tang ve s d d|ch vy dupc SLI dung (cac nen tang, djch vy khac nhau), gia tang ve thdi lupng va sy quan tam danh cho cac dich vu nay Vf du nhu mdi ngay trung blnh ngudl dung chl tim kiem tren web- site tim kiem Google.com 5 lan vdl thdi gian truy cdp trung blnh dudi 1 phut, nhung ngudl diing truy cdp v^o mang xa hdi hang Ngudn: The Nielsen Company, Paid Social Media Advertising: Industry Update cUuc lan vdl thdi
^^^^
and Best Practices, nam 2013, trang 5 Theo bdo cdo cua cdng ty nghien cUu th|
trudng Nielsen, thi cd den 4 1 % cac nhd quang cdo dupc hdl la tu bd chl phi ty chay cac chUdng trinh quang cao, xuc lien tren cac cdng cy truyen thdng xa hdi dien tQ, vf dy nhu quang cao tren Facebook.com. chay CPC tren YouTube.com;
23% ngan sach quang cao se dupc chuye'n tU quang cao tryc luyen dgng hie'n Ihi (display advertising) sang cae hogt dpng quang cao tren cac nen tang truyen thdng xa hpi dien tQ; 10%
ngdn sach quang cao se dUdc chuyen tU cac kenh tryc tuyen khac (vi dy nhu chi tien cho bdi
lupng truy cap trung binh len tdi 40 phut. Mdt khac, ngudi dung san sang chia se mpi dieu tren cac d|ch vy webisle truyen thdng xa hpi dien til nay thdng qua cac thiet bl di dpng cd xu hudng phdt trie'n nhanh (may tinh bang, thiet bi trd chdi cd ket ndi mang, di$n tho?l thdng minh) va eac thiet bj may tinh. Ngudi dCing truy cap cac djch vy nay mpi ldc. moi ndi, dSc bifit la cd tinh chat di ddng rat cao.
That khdng may rang, rat nhieu doanh nghiap nhd va vUa (ddc bidt la cac doanh nghi$p Vi$t Nam) chua thyc sy hieu marketing cdc kenh truyen thdng xa hdi dien til va khong c h i c chin
khoa hoc .
138 thddng'mal' S o 6 4 + 65/2014
T KIEN TRflO 061
58,8 B
1 2 9 . 4 E430,4 B 520,1 B
Hlnh 2: Ting sd'phut truy cdp mang xa hdi thdng qua eac thiit bi di ddng
(qua Ong dung phan mim (mobile app), trinh duydt web cho cac thiet bi di ddng (mobile web) va may tinh (PC) tai My- Sdlidu so sanh Thang 7/2011 - thang 7/2012
Ngudn: State of the Media- The Social Media Report 2012. Cdng ty nghien cdu thi tnJdng AC Nielsen, trang 3
rSng Idm the ndo de tdn dung sQc manh ciia loai hlnh marketing ndy vao hoat dpng kinh doanh, thiic d i y doanh so ban hang, tang cudng die'm tiep xuc vdi khach hang, truyen thdng thuong hieu va dinh v| thUdng hidu, tim hie'u nhu cau khach hang, tim kiem khach hang tiem nang .,
2. Cdc cong cy marketing cac kenh tnjyen thdng xa h$l di$n ti}
NhQng cdng cy (tools) hay cdn goi each khac l i nhiJng nen tang (platforms) marketing cac kenh tnjySn thdng xa hdi didn tO cd rat nhieu iogi khac nhau Tdc gia xin di theo each liep cdn phan log!
theo mdt so nhdm cdng cy nhu sau: mang xa hdi (social networking), blogging. microblogging, tin bic xa hdi (social news), mgng xa hdl ddnh dau
86 64 + 65/2014
website (social bookmarking) vd cudi cung Id mang xa hdi chia se media.
ThO nhat. mang xd hdl (social networking):
mgng xa hdi la mpt Ung dyng tryc luyen ma qua dd nhQng ngudi dung cd the' ket noi vd tuong tdc vdi nhau dya tren met nen lang va moi quan tdm chung (Weinberg, 2009 trang 149). Hau het djch vu mang xa hpi deu cd chung nhQng tinh nang ca ban nhu: hd s d c a nhan ciia ngudi dung, kha nang ket ndi bgn be, dang tai hinh anh va album, nhQng tinh nang giao Hep (chat, message.,.).
Q6\ vdl cac dich vy mang xa hpi thi cd the chia thanh hai nhdm nho la cdc d|ch vy mgng xa hdi phd bien vd cac dich vy mgng xa hdi chuydn bidt.
Cac djch vu mang xa hpi phd bien la nhQng n6n
kboi hQC
^ira?l 139
Y KIEN TRflO Odi
tang cd hang trieu ngudi dung d nhleu qudc gia khdc nhau, vf du nhu nhu mang xa hdi Facebook com, MySpace.com, Twltter.com... Cac mang xa hdl chuyen bidt (niche social networks) thudng cd luang ngudi dung It hdn va tap trung vao cac "thi trudng ngach", vl du nhU mgng xa hpi danh cho doanh nghiep Yammer.com - muon ddng ky dUdc djch vy nay ngudi dung phai cd dia chl email cua doanh nghiep (vi du username@companycom). mang xa hpi ddnh cho me va be Webtretho.com . .,
Thd hai. Blog/Blogging' Blog la mpt nen tang dich vu quan In npi dung (content management system - cms) ma bat ky ngUdI dung d[ch vu nao deu cd the rat de'dang dang tai (hay xuat ban) nhQng bai viet cua minh tren d|ch vy true tuyen dd (Zarrella. 2010, trang 9). Nen tang blog/Blogglng da va dang phat trie'n kha nhanh va manh, do ddc tinh mien phi va de'ddng quan tri npi dung vd cai ddt them nhleu cdc cdng cy mien phi khdc de' tao ra nhQng weblog ban hang, weblog ca nhdn rat hieu qua Mdl sd nen lang blog pho bien hien nay dang dUdc ngudi dung yeu thich nhu WcrdPress.org, Movabletype.com, Blogger.com,.
Thdba. Microblogging: nen tang microblogging Id mdt loai djch vu blog nhung chi cho phep dang tai mdt so lupng hQu han ky ty trong mdt lan
"post". Dich vy microblogging ndi tieng la Twltter.com, djch vy nay chi cho phep dang tdi da 140 ky ty trong mdl lan "tweet".
ThU tu, Mang xa hdi tin tQc (social news site):
cac djch vy mang xa hpi tin tQc dmh hudng ngUdi dung truy cap va danh gia npi dung tren cdc web- site tin tUc khac, Khi ngudi dung tim kiem ndi dung ma ho quan tam tren mang internet vi dy nhU bai vie't, dudng link, video, hinh anh... hp cd the' gQi nhQng npi dung dd ten website mgng xa hdi lln tQc, Sau dd, cpng dong nhQng ngQdi sil dpng d|ch vy nay cd the' tim kiem duac nhQng nol dung ma hp quan tdm, hp cd the danh gia chat lupng ndi dung bai viel dd, nhQng bdi viet cd ddnh gia tot se dupc hie'n thi len dau de' ngiidi dung cd the' lya chon click doc bai. Vf du nhu dich vu Digg.com,
Reddlt.com, Mlxx.com...
Thd nam, mang xa hdi "ddnh dau website"
(social bookmarking site): cac d|ch vy mang xa hdl ddnh dau website gan gidng vdi nen tang websile chia se npi dung tin tUc. nhUng diem khdc bidt la ngudl dung danh dau nhQng dUdng link nay tren tai khoan social bookmarking, dong thdi luu trtJ va chia se dudng link (bookmark) nay vdi nhQng thanh vien khac trong cpng ddng bookmarking do.
Dich vy ndi tieng cho nen tang mang xa hpi nay la Delicious com vd StumbleUpon.com.
ThO sau. mang xa hdl chia se media: cdc dich vy chia se media cho phep ngUdi dung d|ch vy co the' dang tai cac nol dung truyen thong da phUdng tien (multimedia): vi du nhu video, hinh anh, pod- cast, tai lieu va nhQng dgng IhUc media khac. Loal hinh truyen thdng xa hdl didn tCl nay dang dupc ua chudng va phat trie'n rat manh bdi tfnh pho bien vk tfnh da dgng cCia cac d|ch vy, nhU d|ch vy mgng xa hpi chia se video YouTube.com, mgng xa h^i chia se hinh anh Fllckr.com, mang xa hdi chia sh iai lieu Scrlbd.com, SlideShare.net...
3. Nghien cilu t1nh huo'ng: Website ban le tn^c tuyen Lazada.vn cOa tgp doan Internet Rocket
Tap dodn Internet Rocket la mpt tdp doan dau tu mgo hie'm, kinh doanh trong ITnh vuc thUdng mai dien to ndi tieng cua DQc. Tdp doan nay chuyen dau tu va phdt trie'n cdc website hode dich vy thuong mai dien tQ dya tren cac md hinh da thanh cong tren the gidi. Internet Rocket phat tne'n rat nhieu phien ban website bat chudc sy thanh cdng cQa website Amazon.com tai cac thi trudng ndi d|a khac nhau, ban than website Lazada.vn la mOt minh chUng mo hinh nha ban le tryc tuy^n Amazon.com lai Viet Nam. Ngoai Lazada.vn, Internet Rocket cdn Id chu sd hQu hoSc dau tU vio nhieu website thUdng mai dien til ndi tieng khac:
zaiora.vn; lamoda.ru (Nga); zalando.co.uk (Anh);
zando.co,za/(Nam Phi); jumia.com.ng (Nigeria);
linio com.mx (Mexico)... Vdi thj IrUdng Viet Nam, Lazada.vn tdp trung vao vide phat tnen website vdi giao dien chuyen nghiap, hinh anh dep vS thdng tin day dCi, rd rang, hap dah ngudl mua hdng
khoa hoc
140 thddng'mal'
So 64 + ea \Mi
Y KIEN TRflO OOi
tn^c tuyen. Lazada.vn ky hpp ddng vdi cac nha cung cap san phd'm, cac nha cung cap d|Ch vu hd' Irq nham dem den cho khach hang nhQng san pham da dang nhat, gia tdt nhat, djch vy nhanh nhat. Website cd day du cac chi dan, hydng dah mua hang, thanh toan, he thong email tra ldi khdeh hdng ty ddng, he thong thanh toan true tuyen dudc tich hdp vdi cac cdng cu thanh todn tn/c tuyen npi d|a va qudete da dang, phu hpp vdi ngudi dung Viet Nam. Lazada.vn cung phat trie'n phidn ban web danh cho cdc thiet bj dl ddng va ling dyng Lazada cho cac thiel bi di dpng nham nSng cao trai nghiem ngudl dung trong thdi ky ngudl dung thudng xuyen "tryc tuyen va di dpng".
Mdt khac, Lazada.vn cung chi rat nhleu tien cho cac chien djch truyen thdng marketing tfch hdp, dd la quang cao tryc tuyen hang gid, hang ngay thflng qua cac nha cung cap djch vy Idn lgi Vi§t Nam nhu VatGia.com, AdMicro.vn.,, Lazada.vn xay dyng va phat trien Facebook Fanpage cQa minh vdl s d lupng "ngudl ham md"
(like) ra't Idn. Bdng thdi Lazada thudng xuyen chay cac chUPng trinh quang cao tren Facebook.com nhu quang cao tang kike, tang ngudi dung, "quang cao tai trp" cho cac hoat dpng ban hang tryc luyen, san phd'm cy the, chUPng trinh khuyen mai... Zaiora.vn cung tien phong trong viec sQ dung nhQng cdng nghe quang cao true tuyen mdi
•do la vide hang dp dung cdng nghe quang cao tai d|nh V| muc lieu" (re-targeting ads) mpt cdng ngh0 quang cao dua tren dia chi.IP cua ngudi dOng ket hpp vdi hd thong mgng ludl website qu^ng cao Idn, cho phep hie'n thj quang cdo d hau hSt cdc website trong mang ludi vdi cung mpt npi dung vd nham chpn vao d|a chl IP (Internet Protocol) Clia ngudi dung da truy cap quang cao do, ldm cho quang cao ciia Lazada.vn xud't hien d
•mpi liic, mpi npi" ma ngudi dung truy cap vao.
BISu ndy Idm cho ngudl dung nhin thay quang cao cOa Lazada.vn d khap mpi ndi vd lam cho ngudi diing tfl md, truy cdp vao website Lazada.vn. Tiep nOa, Larada.vn tiep tuc chi lien cho cac hoat ddng quang cdo trdn cdng cu mang xa hdi nhu
YouTube, cac trang dieh dan dm nhac, chgy CPC (cost per click), CPM (cost per 1000) mua quang cao tim kiem tai trd Google Adwords va nhieu d|ch vy truyen thdng tryc tuyen khac nOa.
4. Bai hpc cho cac doanh nghigp nho va vUa d Vigt Nam
Cac doanh nghiep nhd va vUa (SMEs) kmh doanh tren Ihi trudng Viet Nam du Id kmh doanh trong mang ITnh vyc ndo, du la doanh nghidp san xuat hay doanh nghiep thUdng mai, doanh nghiep ban budn hay bdn le, kinh doanh true tuyen hay kinh doanh truyen thdng.,. deu can cd chien lupc truyen thdng xa hpi didn tCf bai ban va cd ke hoach, cd myc dich rd rang. Chien lUOc sQ dung cac cdng cu marketing cdc kenh truyen thdng xa hpi dien tU can hudng tdi yeu to sang tao va ndm bat cdc gia tri cdt Idl de' lam thda man cao nhat nhu cau cua khach hang, Nhat Id trong bdi canh kinh te cd nhleu khd khan, sy suy giam ve thu nhap vd xu hudng cat giam chi lieu cua ngudi lieu dung tren toan dat nudc da gay ra nhOng trd ngai va khd khdn rat ldn cho cac doanh nghiep nhd va vQa. Vi vay, cac giai phap marketing cac kenh truyen thdng xa hdi dien tQ dudc cdc chii doanh nghidp nhd va vda xem nhu mpt chien iupc mar- keting khdn ngoan va hieu qua trong Ihdi ky so hda va suy thoai kinh te,
ThO nhat, tap trung vao cac cdng ddng dien tU doanh nghiep Viet Nam can quan tam, tdp trung sUc manh va ngdn sach cho cdc hoat ddng mar- keting true tuyen tren cac dich vy cpng ddng didn til. Lua chpn cac cdng ddng dien tQ pho bien, ndi tieng va thich hpp vdi ddi tUdng khdeh hang muc lieu cua doanh nghiep. NhQng ngQdi dung thudng xuyen truy cap vao cac cdng ddng didn tQ nhu cdc d|ch vy mang xa^hdi, dieh dan d e t i m kiem nhQng gia tri cho ban than, tQ gial tri, ket bgn, hpc tap, nghien cQu. tham khao y kien mua s i m cua thanh vien trong cpng ddng... Doanh nghidp can phaicd cac tai khoan tren cdc dich vu cdng ddng nay nhU tdi khoan Facebook, YouTube, Goolge Plus cac tdi khoan tren cac trang mgng xa hpi. Vi dy nhu cdc thanh vien ciia dieh ddn TinhTe.vn rat quan tdm
^ 4 + 65/2014
khoa hoc
"tliifdng raal 141
Y KIEN TRflO OOI
den cac san phd'm Id thiet bi, linh kien dien tQ nhU didn thogi dl ddng, may tinh xach tay, may anh...
vi vdy dieh dan TinhTe.vn la mdt dieh dan gidi thidu, quang cae cac san pham mdi rat thich hpp chc cac nha san xuat, ban le cac san pha'm thiet bl didn til. Doanh nghidp cd the viet bai quang cad, tdi trd cac su kien true tuyen hdac sy kien truyen thong, ban hang Uu dai. giam gia, tdng phieu mua hang v.v... cho cac thanh vien cua cpng ddng TinhTe.vn. Hoac cpng dong dien til danh cho me va be Webtretho.com Id mdt dieh dan rat cd uy lin ddnh cho cac ba me - la ddi tupng khach hang tiem ndng va cd sUc manh trong hogt dpng mua hang cua cdc doanh nghiep. Tren dieh dan nay nhQng ngUdi diing trao ddi, binh ludn, danh gia ve hau het cac chu de ma phu nQ quan tdm tQ nudi con, khdm benh, lUa chon trudng hpc, tim kiem va chia se vide lam,., ro rang cpng dong ndy la mdt dia diem tiep can khach hang, gidi thieu san pha'm djch vu, tu van trUdc ban, quang cao thUdng hieu,,. rat tuyet vdl cho cac doanh nghiep Bdi cac thanh vien cQa cpng dong rat thudng xuyen truy cap, rat quan tam den cac y kie'n ddnh gid, binh ludn cua cac thanh vien khac trudc khi ra quyet dmh mua hang, hoac nay sinh nhu cau mua hdng khi cd thdng tin tu van phu hop.
Thd hai. chien lupc xuat ban, chia se vd quan trj ndi dung tren cdc cdng cy marketing truyen thdng xa hdi: ndi dung so Id phan quan trpng nhat ciJa chien lupc marketing cac kenh truyen thdng xa hdl dien tQ, Bdi ban chat cua hoat dpng truyen thdng xa hdi la sQ dpng cac cdng cu hay nen tang dich vy tryc tuyen de tiep can vdi khach hdng myc tieu, truyen thdng thdng diep, dmh v| thUdng hieu thdng qua cac npi dung so. Doanh nghiep can cd bd phdn quan tn ndi dung sd dUdc cdng bd tren website, cac dich vu mang xa hpi, dieh dan thong qua cac Ung dyng hinh anh, video, bai viet, tai lieu tham khao vv... Doanh nghiep can sang tao, chia se nhQng ndi dung md ngudi dung quan tdm, danh vao cam xuc, tn thUc, sy mdi la, sy hai hudc, sy sdu lang... V i du nhu hang san xuat va ban cac san pha'm la may xay Blend Tech
cd san xuat mdt series video "Will Blend It" vdl nfl dung la hang cho tat ca cac thiet bi didn tii md.
nhat (vf du nhu IPhone 4 S , SamSung Galaxy 84) cho vdo may xay va xay vd vun, sau do cho dSng lai nhQng video nay tren website YouTube.com v i mdi mpt video nay cd trung binh hdn 5 tridu lupt xem (views).
Thd ba, quan tri danh tieng true tuyen: doanh nghiep can chu trpng vdo va'n de quan tn danh tieng. thudng hieu cua minh tren cac nen tang truyen thdng xa hpi dien iQ, do dgc tfnh khd kiem sodt ve npi dung va ngudl dung tu do c' -a se nol dung tren mang xa hpi. Lang nghe y kien ciia khach hang d tren mang, dmh hudng sy chia se ndi dung cila khach hang, gial quyet nhQng van de phan nan cQa khach hang, tranh nhQng xung dOt va "khung hoang truyen thong" tren mang xa h^i Doanh nghiep chi cd the quan trj dUdc mdi quan he vdl khach hang chU khdng the' kie'm soat dupc danh tieng ciia minh. Khi doanh nghiep gap phai van de phan ndn cua khach hang hode khiing hoang truyen thdng thi nen binh tTnh glai quyet tan gdc van de dd la san pha'm, dich vu, phUdng thilc phuc vy khach hdng... de nang cac cha't lUdng san pham. d|ch vu, gia tang tinh canh tranh va lam hdl long khach hang. Vf du nhu hang may tfnh DELL md ra va khai thac website ldeaStcrm.com de' lang nghe y kien ddng gdp cda khdeh hdng.
Sau mpt nam dua vao khai thae, IdeaSlorm da nhdn dUdc hdn 7.000 y kien cua khach hang nhSm phdt trien, cai tien chat IUdng cac san phd'm, d|(rfi vu cua Dell.
ThO ttf. tang diem tiep xiic vdi khach hang va ndng cao nhdn thUc thUdng hieu cila doanh nghiep ban than mdi cdng cy mgng xd hdi, die'n dan la mpt die'm Uep xuc vdi khach hang tiem nang va giUp khach hang hieu biet ve IhUdng hi$u.
Vi vay, viec sCr dyng cac cdng cy truyen thflng dl$n til chinh la gia tang cac die'm tiep xuc vdl khich hang va dmh v| thUdng hieu cQa doanh nghl§p.VI du nhu hang Coca-Cola xdy dung Fanpage Coca- Cola ciJa minh tren mang xa hdi Facebook.com vdi hang tridu "ngudi yeu thich - llkers" va lien lyc
142 thddng m a r
So 64 + 65/2014
Y KIEN TRflO Ddi
td chQc cdc sy kidn, chia se cac ndi dung nham thu hut y kien va su quan tam cOa khach hang, dd' khach hang them hdng thu vd gan ket vdi thupng hi§u Coca-Cola.
ThU ndm, sQ dung cac cdng cy marketing cac kdnh truyen thong xa hpi didn iQ tich hpp ket hpp vdi vi§c kiem scat va do ludng hidu qua chien dich fruyen thdng quang cao. Dac die'm cua cac cdng cy truyen thdng xa hdi dien iQ cd kha nang de"
dang do ludng hidu qua cua chien djch, vi du nhu sd luong ngUdI truy cdp vao website trong ngdy, thdi gian truy cdp cao diem, thdi lupng truy cdp frung binh cua mdt ngudi dung, so lupng click quang cao, sd lUdng ngudi Likes, so lUdng ngudl xem ndi dung md bgn chia se tren mang xa hdi (vf du Facebook.com, YouTube com...).,. tU dd doanh nghiep can ban bgc, thay doi va sang tgo cac chien d]ch mdi, thay doi ndi dung, each thUc chia se dd' tim kiem khach hang hode thu hut sy quan tdm ciia khdeh hang nhleu hdn.
Cuii cung, dp dung md hinh "POST" trong quan tri marketing cdc kenh truyen thdng xa hpi di§n iQ: Md hinh POST viet tat cua 4 IQ tieng Anh Id People (Con ngudi) - Objetives (Myc tidu) - Strategy (Chien lupc) va Technology (Cdng nghd) do tdc gia Li va Bernoff (2008) de xuat. Vdi md hinh ndy cac doanh nghiep can hie'u ro va thyc thi chien lupc POST nhu sau:
i) People (Con ngtfdi): doanh nghiep phai luon hudng tdi khach hdng trong hogt ddng truyen thflng dl$n iQ cua minh. Dd la doanh nghiep ph^i biSl khdeh hang myc lieu cQa minh dang sil dung nhQng cdng ddng didn tQ nao, hanh vl vd thdi quen Sll dyng Ung dyng dd ra sao (thdi gian truy cdp, fruy c$p tu may tinh hay dien thoai di dpng, truy c$p tgi van phdng lam vide hay tai gai dinh), sQ dyng nhQng cdng ddng mang xa hdi do vdo viec gi (giSi tri, cdng vigc, hpc t$p...). Tai Viet Nam, mang xa hdi Facebook.com, ZIngMe.vn, cac dieh dan Webtretho.com, dieh ddn BacLleu.net la nhOng trang mgng xa hdi dupc ngudi dung yeu thich va cd sfi lupng ngudi dung, truy c^p ldn va thudng xuySn truy c0p. Vi v|iy cac doanh nghigp can tao
"diem tiep xUc vdi khdeh hang" tot nhat cua minh tren cac trang mgng xd hdi ma khach hang dang sQ dung de' tim kiem cac cd hdi giao tiep vdi khach hang, dmh vi Ihuong hidu, thyc hien hoat ddng ban hdng va cham soc khach hang...
ii) Objective (Xac dmh muc tieu): md hinh POST tdp trung vdo vide xac dmh cac muc tieu truyen thdng ciia doanh nghiep den vdi cpng ddng didn tU - nai khach hang myc tieu vd khach hdng tiem ndng ciia doanh nghiep dang ddnh thdi gian hang ngay, hang gid de truy cap. Doanh nghiep can xac dmh rd myc tieu truyen thdng thdng qua cac chien d|ch truyen thdng va quang cdo, vi dy nhu quan trj danh tieng vd gia tang nhdn dien thuang hidu. Doanh nghiep can thiet ldp cac chien lupc vd chien d|ch truyen thdng trong ngan hgn (vi dy nhu doanh nghiep tgo Facebook Fanpage vd tdng sd IUdng Likes cua Fanpage) vd trong ddi han (chien lupc npi dung s d v d chia se thdng diep truyen thdng, nham d|nh v\ thudng hidu, tdng sy nhan dien va nhdn biet thUdng hieu ciia khach hang, Irie'n khai ban hang tryc tuyen, chdm soc khach hang tryc luyen thdng qua cdc nen lang truyen thdng xa hpi di^n tQ,)
iii) Strategy (Chiin lugc xdy dung va phat tnen mat1<eting quan hd vdi khach hang), yeu Id IhU ba cua md hinh POST trong marketing cac kenh truyen thdng xa hdi dign tU la yeu to "chien lupc" - chien lUpc xdy dyng vd phdt tnen marketing quan he vdi khdeh hang. Ban chat ciia vide cac doanh nghiep can phai quan tam den marketing cdc kenh truyen thdng xd hpi dien tQ la do khach hang ngay cang yeu thich vd sCl dung cac Ung dung truyen thdng xd hdl dien tQ (nhu mang xd hdl, dieh dan).
Doanh nghidp can xdy dung, phat trien vd duy tri mdl quan hp vdl khach hang thdng qua cac cpng ddng dien tQ. Chien ludc nay dupc xdy dyng qua bdn budc: Ldng nghe, Giao tiep; Khuyen khich; Ho"
trp. Cy the: doanh nghidp can "lang nghe" y kien khach hang - xem khdeh hang ndi gi ve cdng ty Clia minh, ve san pha'm, ve djch vy, ve thudng hieu ciia minh, khach hang ndi gi ve doanh nghiep ddi thCi...? Doanh nghiap can "giao tiep vd ndi
86 64 + 65/2014 Ihddng mai 143
Y KIEN TRflO D 6 |
chuyen" vdi khach hang thdng qua cac tinh ndng
"binh ludn - comments", "thfch - likes", chia se thong tin, y tudng, cudc thi vdl khach hang...
Doanh nghiep can khuyen khich hode kfch thfch sy ty nguyen cua khach hang de' khach hang chia se thdng diep truyen thdng, chien d[ch quang cao Clia minh thdng qua cac cdng cy truyen thdng bang giai thudng, qua tdng, Uu dal khach hdng, bien khach hang trd thanh nhQng "nhdn vien mar- keting tryc tuye'n" cho doanh nghidp. Doanh nghiep ludn san Idng giup dd khach hang cOa minh d tren mgng, tQ cac hoat dpng trpc tiep lien quan den cdng viec kinh doanh hay nhidm vu cua doanh nghiep den nhQng hoat dpng ho'trp khdng lien quan den nhidm vy cua doanh nghidp. Vf du nhu website bdn le giay dep va quan do true tuyen Zappos.com cung cd'p djch vy Hd'trd tryc tuyen thdng qua website, Ung dung mang xa hdi, email, chat, dien thoai... tra ldi tat ca cac cdu hdl cCia khach hang, ke' ca Id cdu hdl hp nen chon nha hang ndo cho mdt bQa tdi lang man cua minh vdl ngudi ban ddi.
iv) Technology (lua chgn cac cong cu market- ing eae kenh truyin thdng xa hgi dien tO thieh htfp va cdng nghe thieh hgp vdi khach hang) Yeu td nay tra ldi cho cdu hdl khach hang dang sQ dyng nhQng cong cy ndo, sQ dung cdng nghe ndo chu yeu hien nay? Vd lam the nao de' lim kiem dUpc nhQng tap khach hang mdl, tap khach hang tiem ndng? Doanh nghiep da phattrien phien ban web danh cho cdc thie't bi di dpng (mobile website ver- sion) hay chua? Doanh nghiep da phdt trien Ung dung (app) mua hang true tuye'n, thanh toan tryc tuye'n cho cac thiet bj di dpng hay chua? De khdeh hang dd"dang tim kiem va mua hang true tuyen thong qua cdc thiet bj dl dong - khi ma viec sCi dung cdc thlel bi dl dpng dang ngay cang phd bien, ngay cdng gia tang manh m e . *
Tai Hgu tham khao:
1. Dave Evens, Social Media Marketing: An hour a day NXB Wiley Publishing, Canada. 2008.
2. Meyerson, Mitch, Success Secrets of the Social Media Marketing Superstars, NXB Entrepreneur Press. Hoa Ky, 2010.
3. Mun-ay. Liz, Social Media Marketing for Publishers. NXB LJinteractive.com, Hoa Ky, 2012.
4. ZImmenman, Dough Sahlin, Social Media Marketing For Dummies, NXB John Wiley and Sons, Hoa Ky, 2010
5. Judy Strauss, E-Marketing (6th edition).
NXB Pearson Education, Inc., Hoa Ky, 2012.
6. Alexander Grflin, The Change of Social Media in Companies: Best Marketing Tool or a Major Security Threat. University of Applied Sciences and Arts Northwestern Switzerland (FHNW). School of Business, 2010.
7. Usman Koroma, Effectiveness of social media in event marketing. HAAGA-HELIA, Helsinki, Phan Lan, 2012.
8. Cac trang web www.lazada.vn; www.lnter- netrocket.com
Summary
It has become greatly important for small and medium enterprises to exploit and apply the ben- efits of e-social media tools in their business amid the current difficult economic time and crisis as a big number of their potential customers spend an enormous amount of their time on the e-social media services. The e-social media activities are now highly appreciated as they help enterprises Improve their business efficiency, save costs, access potential customers and build up brand images, etc. The article generalizes fundamental theories on the research subjects, studies the sit- uation of using social media tools to access cus- tomers, sell online and build up images in websile wvi/w.lazada.vn by Internet Rocket Group, then comes up with some proposals to help Vietnam small and medium enterprises effectively exploit some marketing functions of the e-social media channels.
khoa hoc
144 thddng tnal' So 64 + 65/2014
