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Q&A
What is an online community?
Q&A
What is an online community?
Q&A
Marketing to Online Communities
Q&A
Women communities: the fastest growing segment on the Internet
4 types of communities:
Connections/Support
Information/Research
Home Making
Fun/Entertainment
Vietnam has the 3rd largest female working population in Asia (77%)
Vietnam has the highest number of women managers in Southeast Asia (27%)
At the same time…
Vietnam has one of the largest family sizes in the region
The role of the woman in the home is still traditional: 86% of the population
believe “a woman needs to have children in order to be fulfilled”.
The rate of female Internet users of the three most popular websites in Vietnam is
65%
9
HerVietnam.com : A women community in Vietnam
One
One stop
stop shop
shop Editorial
Editorial know -how
know-how User
User friendly
friendly Community
Community
Covers all aspects of Answers aspirational State-of-art tools usable The first community
modern women’s daily needs as well as for everyone: Beauty website for professional
life : Beauty, Career, providing practical Styler, Promotion women in Vietnam.
Love, Parenting & advice in a highly Calendar, Pregnancy
Health entertaining way. Weeks
Connected with a platform of women communities
Traffic :
23,2 million unique users in Europe
621,5 million pages views
Who is the HerVietnam reader?
A Woman.....................................................91%
Mid
- twenties to mid
- thirties
18
- 25.............................................33%
26
- 30 .............................................41%
31- 35.....................................…….20%
35 years + ..............................……..6%
Well- educated
University and Masters…………..…..94%
Example
Example: :Branded
BrandedQ&A
Q&Aon
onHerVietnam
HerVietnam
Segment by What People Do, Feel, Think
Old: Segmenting by demographics
Group people by what is important to them so that you can target them with marketing
activities that are meaningful to them
Example
Example: :Segmentation
Segmentationon
onHerVietnam
HerVietnam
Natural
NaturalSkin
SkinCare
CareGroup
Group
Example
Example: :Targeting
Targetingoffice
officeworkers
workerson
onHerVietnam
HerVietnam
Mix professional and user-generated content
Old: Only publisher channel
Example
Example: :Professional
Professionalbeauty
beautyvideos
videosand
anduser
userblogs
blogson
on Aufeminin
Aufeminin
Engage your customers directly
Old: Broadcast from company
Build Relationships by sponsoring content and interact with customers on their terms
Example
Example: :Message
MessageBoards
Boardson
onivillage
ivillage
Communicate interactively
Old: Broadcast messages