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Zalo WhitepaperIn-depth whitepapercovering Zalo history anddevelopment in Vietnam
May . 2019
Zalo Whitepaper 2019
Table of contents
Study introduction
Conclusion
Executive summary
Zalo users and their behaviors
Zalo introductionCore ValuesPositionGrowth and Scale
Zalo Official AccountOverviewCollaboration Platform Model with OABusiness Implementations
OverviewCommunication Behavior Snapshots
About AdtimaPublisher of the study
About the study
Adtima is the number one premium publisher in Vietnam with over 49,5 million audience (1) . It owns Zalo - the number one messaging app in Vietnam with 46,5 million monthly active users (up to March 2019); Bao Moi – top 1 news aggregator; Zing.vn – top 1 online newspaper; Zing MP3 – No. 1 music streaming platform and Zing TV- one of the top HD video streaming platform. The superior advantages of Adtima network are the integration and connection among five platforms to understand audience’s behavior and ability to launch holistic communication campaigns.
Launched in 2/2012, Zalo is a free message and call mobile app. By 05/2018, Zalo has about 46,5 million monthly active users (2) and become the most popular communication app in Vietnam. Vietnamese have seen Zalo as a fast, stable, easy-to-use and convenient platform to connect with friends and family. The emergence of Zalo has excited Vietnamese marketers when they find more potential opportunities to approach target audience and implement marketing strategy on a local platform. However, the progress to explore and deploy Zalo into marketing is not easy due to lacking of understanding about product and user behaviors on Zalo.
This paper is conducted to provide basic understanding about Zalo, including its development journey, values, key functions, user behaviors as well as to suggest some application models for integrating Zalo into marketing strategy.
Study Introduction
Zalo Whitepaper 2019
Source of reference:(1): Adtima Data Center (2019)
(2): Zalo Introduction (Feb 2019)
“Zalo is one of biggest OTT platforms that shaping mobile landscape in Vietnam. It has brought unlimited communication opportunities among internet users, especially to connected users in rural area where there are not many players can do. We believe Zalo will not stop at messaging platform. It will be not only an e-wallet, but it also will become an “e-market” being enabled with thousands of transaction per day for Vietnam users”
"Zalo has become one of the most widely used communication app in Vietnam across generations and regions. It is favorably perceived by Vietnamese audience as a user-friendly, private and comfortable platform.
The growth of Zalo in Vietnam has established new exciting channel for marketers to engage with their target audience. This whitepaper will give marketers not only essential understanding about Zalo development journey in Vietnam but also potential digital solution via Zalo to effectively approach their consumers. From Zalo, we can know how to deliver values to both business and audience"
Zalo Whitepaper 2019
Zalopositioningin Vietnam
Zalo Whitepaper 2019
Emotionally, users identify Zalo as a friendly and personal place
where they can comfortably interact with people who is close
to them such as friends, family, lover. That makes Zalo different
from other social media platforms that are open environments for
social expression.
To contact with family/relative or closed friends79%
To follow/update from closed ones73%
To share personal feelings/thoughts72%
To contact groups (e.g. hobby group, club, etc.)79%
Stable connection for audio/ video call as well as messaging83%
Image quality is not reduced86%
Fast file sharing speed85%
Large file sharing capability63%
Convenient when transferring file between PC/Laptop and mobile device
63%
Functionally, Zalo is appreciated thanks for its
high-quality transferring features such as sharing heavy files
with high resolution and fast sharing speed etc.
Source: Zalo Whitepaper studyin 2018 by Adtima
KEYNOTE FOR MARKETERSZalo is potential to be leveraged as a platform for:- One-to-one conversation channel for consultation and customer care services. - Encouraging users to become content creator and share those content with their close network circle.
Zalo growth and scale
Zalo Whitepaper 2019
2012 Launched massively. By end of 2013, got 5 million subscriptions
Grew dramatically with over 15 million subscriptions and 185 million messages.
Expended to Myanmar market with more than 2 million users. In Vietnam, Zalo kept on top with 60 million subscriptions.
Grew significantly by 14% audience growth.
Push the growth to 16% and got about 40 million monthly active users.
By 03/2019, reached to 46,5 million monthly active users and rolled out e-government model on Zalo in 40 provinces in Vietnam.
Got over 40 million subscriptions.
2014
2015
2016
2017
2018
2019
- One-to-one conversation channel for consultation and customer care services. - Encouraging users to become content creator and share those content with their close network circle.
By the end of 2018, Zalo reached the milestone of 100 million users, which shows Zalo’s capability to dominate Vietnam messaging app across different ages, gender and region.
The majority of Zalo users are young people (18 – 34 y.o) who are internet savvy, open-minded and quickly adopt new trends adopters. Furthermore, Zalo has become a life partner of Generation Z (13 – 17 y.o), the tomorrow source of growth for Vietnamese society and economy.
Source of reference:Adtima Data Center (2019)
Zalo Whitepaper 2019
Zalo users and their behaviorsExtend drastically nationwide
Overview
Ages
Zalo attracts both male and female users. This gender-balanced user pool serves as potential platform
for promoting both male and female categories
Gender
18 - 24 25 - 34 35 - 4013 - 17
FemaleMale
45 - 64 55 - 64 65+
44% 56%
23%
7%5%
1%
30%
25%
10%
Source of reference:Adtima Data Center (2019)
Zalo Whitepaper 2019
Zalo has quickly widespread its coverage across 3 key regions in Vietnam, starting from South (46%) to North (35%) and Central (19%) Vietnam. It is promisingly become the popular connection ground at nationwide level.
Region
Zalo user pool are shared not only in urban (48%) but also in rural (52%). Urban is defined as top 70 key cities while rural is the rest. Overall, the number of Zalo users in rural is slightly higher than urban 4%.
Rural vs. Urban
Central NorthSouth
46%
19%
35%
48% 52%
Urban - Top 70 Cities
Rural - Exclude Top 70 Cities
Zalo in Rural: According to The study about Zalo users behaviors in rural conducted by Adtima in December 2018, Zalo is considered as an essential part of rural audience life thanks for its friendly and easy-to-use experience. They tend to interact with Zalo daily at high frequency. 77% of rural consumers are aware of and use Zalo and 68% of them use Zalo to chat everyday.
Zalo across Industries: On the other hand, from product point of view, Zalo starts to establish a digital ecosystem in which we integrate deeply with various key industries, such as transportation, medical care, education, finance, e-commerce, retail, and manufacturing etc., to improve business operational efficiency, reduce operational costs as well as bring more unified utilities to end users.
Source of reference:Study about Zalo usersbehaviors in rural (2018)
Zalo Whitepaper 2019
KEYNOTE FOR MARKETERS
With the huge coverage and open-integrated ability, marketers can find more business growth-hack opportunities by app-in-app model on Zalo. Based on business needs, we can leverage Zalo as a communication marketing platform,
CRM communication platform or O2O (online to offline) strategy implementation, etc.
Top 3 usage features of Zalo are chat, audio call and video call. Those features have more than 80% conversion rate.
In 2018, Zalo has more than 1 billion messages and 1 million audio call hours per day (1) . That is the inevitable result of 4G, 5G infrastructure adoption in Vietnam as well as the improvement in product development. In 2018, Zalo made a focus on video call by implementing lifestyle and modern features. It receives highly positive feedback from users, especially female (85% are happy with the quality of calls vs. average of 52% on other communication platforms) (2) .
About conversation interests, we see discussing about work getting tremendous engagement – over 70% in both personal and group conversation (3) . That explains for the high usage conversion of file transfer feature (PDF, PPT, Words, JPEG) on Zalo – about 83%. Users find file transferring on Zalo convenient, fast and high-resolution even in low-quality internet status. That statistic also shows the intrusion of Zalo in white collar segment.
On the other hand, we find users especially love to have group discussion about entertainment topics (sport, movie) with 30% - 40% engagement rate (4) .
Zalo features % conversion (From aware to hose who used Zalo in P1M, Base: 197)
Source: (1): Zalo Introduction in Feb 2019(2), (3), (4): Zalo Whitepaper Study 2018
Zalo Whitepaper 2019
Communication behavior snapshots
100%
65%
90%
78%
83%
80%
72%
Chat
Group chat
Phone call
Video call
File transfer
Sticker
(Diary)
Zalo Whitepaper 2019
KEYNOTE FOR MARKETERS
Core value of Zalo is conversation. That is not only based on product features but also from users’ perspective. The better way for marketers to take advantage of Zalo is building up conversation marketing strategy that prioritizes native and constructive approach to audience such as developing chatbot, launching content marketing or integrating Zalo with Customer Service or Customer Relationship Management system to bring out true values to audience.
Referral marketing can be considered as strategic implementations on Zalo, especially for brands related to with shopping, music, travel, movie, entertainment owing to high engagement in group discussion. That can help brand leverage existing customers to acquire new ones with efficient cost and time resources.
90%
50%
75%
Source: (1), (2):Zalo Whitepaper Study 2018
Zalo Whitepaper 2019
Sticker is one of the features that differentiate Zalo from competitors. 61% of Zalo users have used stickers in their conversation. Within this group, the sticker usage frequency is extremely high. On average, users tend to use stickers 4 out of 5 chatting times. Free and easy to express their emotion are two key factors making users choose to use stickers (1) .
74% of sticker users have seen and engaged with branded stickers. 72% of them claim that “Stickers make me want to stick to the brand” showcases the positive impact of leveraging stickers into communication strategy, boosting brand love and reference. Modern users expect more relevant and native contents rather than pushed-branded information (2) .
KEYNOTE FOR MARKETERS
Branded Sticker can be leveraged on Zalo to enhance brand interaction with users. Content for stickers should be native and casual. Imagine that your audience will use stickers for daily conversation so they need something simple and playful to express emotions. Too much information or branding will affect stickers performance.
Keynote For MarketersZalo Official Account works as an opt-in model that requires users to follow a specific OA to receive messages. That is to protect users’ privacy when they have active rights to choose which stakeholder to connect as well as to bring out positive impact to business when brands can repeat exposure, advertise freely, personalize communication and build loyalty.
With that strategic foundation, Zalo is a platform for both push & pull marketing application. That does not only allow advertisers to push contents to audiences but also builds up communication hubs for audience to proactively access such as chat with CS, update content, query information etc.
Zalo Official Account
Zalo Whitepaper 2019
Zalo Official Account (OA) is the two-way and personalized communication hub of individuals, businesses, communities and government with the aim of interacting, connecting, transmitting information to audience.
OA is divided into 3 types of accounts:
OA is aimed at becoming the content hub for users where they can passively or actively update brand information.
SERVICES
an OA to build brands communica-tion, announce pro-
motions and do customer care
MEDIA
a content-oriented OA to provide
news and valuable information to
users every day
SHOP
an OA to sell products and services,
optimized for Zalo Shop integration and chat with customers
Zalo Official AccountKey Features
Zalo Whitepaper 2019
1. BROADCAST MESSAGE
Send message to target customers and preset timing
2. CONTENT CREATION
Create and store unlimited content in various formats (e.g. image, video etc.)
3. CUSTOMER CARE
Automatic and interactive communication platform with customers
4. MENU
Facilitate browsing navigation for customers based on target service
Collaboration Platform Model with OAIn Zalo, we believe in shared community and evolve towards mutualistic win-win solutions to create sustainable and replicable values. We have established Collaborative Platform Model that allows various economic and social sectors to explore and integrate rich features to Zalo Official Account.
As a platform owner, Zalo continues to drive collaboration by opening APIs to more partners. In return, partners intensify Zalo’s connectivity, contents and contexts. That fraternization will create surplus value for multiple stakeholders, including end-users and community.
OA offers users access to information and services. Users can follow OA across different fields in life according to their preferences and needs. In that way, users can enjoy various online convenient services directly on Zalo OA such as e-Gorvernment, food delivery, finance & banking, transportation, booking service, entertainment etc.
Zalo Whitepaper 2019
Implementations
Zalo Whitepaper 2019
CONTENT CONSUMPTION STIMULATION
ONLINE TO OFFLINE
OPPORTUNITIES
CUSTOMERS CARE
PROGRAM
Zalo Whitepaper 2019
More than just a messaging app, Zalo starts to establish itself as an essential partner in users’ daily lives. Users tend to interact with Zalo for their daily needs such as reading news, finding information, etc. 90% users perceive Zalo as a convenient and quick way to update news. When coming to Zalo, users tend to look for value and relevant information, news (1) .
Source: (1): Zalo Whitepaper study in 2018 by Adtima
Content Consumption Stimulation
Launch in 2006, Baomoi promptly became the number one news aggre-gator in Vietnam with more than 110+ publishers integration daily. The key for their success is focusing on personaliz-ing users reading experiences. They built on AI technology and integrated to Zalo by open APIs.
BAOMOI - Enriches Users Experience By AI Technology
Zalo Whitepaper 2019
Customer journey optimization always plays an important role in business to help brands bring out good experience for users as well as to establish strong founda-tion for sustainable performance. However, in order to do that we first need to over-come the challenge of integrating multiple channels and devices into an online to offline (O2O) customer journey. We see an opportunity for brands in leveraging Zalo as a bridge between online to offline when 78% Zalo users love to look for sale and promotion on OA (1) Source: (1): Zalo Whitepaper study in 2018 by Adtima
Online To Offline Opportunities
New year is the peak time that beverage and alcoholic brands make unique and interesting advertising campaigns to attract consumers' attention, thereby increasing sales. Budweiser also did stand out from the exciting playground of the industry during the 2019 Tet holiday with the campaign "Shake and win" to bring impressive results and attracted the attention of consumers. By building up minigame directly on Budweiser OA, they optimized game flow and stayed to remind audiences, drive them to offline transactions. As a result, the campaign attracted 112 million impressions; 1,4 million turns of playing game; 258,400 users engaging with the game. From then, 199,800 QR codes were delivered and 45,000 Bud's Tet aluminium bottles were redeemed
BUDWEISER – OA CAMPAIGN TO DRIVE ACTIVATION ENGAGEMENTS
Exchange gift at suggested supermarket
Join game “shaking beer” to receive QR code for receiving beer gift
Access to Zalo OA of Budweiser via mobile phone
Zalo Whitepaper 2019
Customer care is at the heart of all successful companies. It can help develop customer loyalty and improve relationships with customers. While 58% of Zalo users want to get brand updates on OA, we see their needs and engagement intention in customer care program on Zalo.
Customer Care Program
FE Credit is one of the largest financial service companies in Vietnam counted for more than 70% market share . With a large number of customers, FE Credit needs to find a smart and fast customer care solution with optimal costs. That also needs to ensure automation, personalization and high security. FE Credit opened OA as an official customer care channel on Zalo. That sets two-way conversation to FE Credit’s customers. Customers can look up personal information, loans and choose the services, receive incentive programs and chat with FE Credit staff directly on Zalo.
FE CREDIT – Customer Care Finance Industry
The Study SummaryAs a part of Adtima ecosystem which owns the most active mobile platforms across different passion points of Vietnamese from consuming contents, entertaining to communicating, Zalo grasps holistic understandings of audiences' behaviors and interests across those passion points.
Zalo is recognized as a friendly and personal place where they can comfortably interact with people who is close to them such as friends, family, lover. That makes Zalo different from other social media platforms.
By end of 2018, Zalo reached the milestone of 46,5 million monthly active users that shows Zalo’s ability to dominate Vietnam messaging app across different ages, genders and regions.
Official account (OA) on Zalo provides an advanced platform for executing both pull & push marketing strategies.
OA works as Collaboration Platform Model that that allows various economic, social sectors explore and in-depth integrate rich features to Zalo Official Account by open APIs.
Zalo Whitepaper 2019
Zalo Whitepaper 2019Zalo Whitepaper 2019
Thank You.
Cảm ơn!
HI :)
Love <3
Zalo Whitepaper 2019
APPENDIX
Zalo Whitepaper 2019
Adtima owns the most active mobile eco-system including Zalo – Top 1 messaging app; BaoMoi and Zing.vn - the two top news apps; Zing MP3 – No.1 music streaming app; and Zing TV – the most popular movies app in Vietnam.
With deep engagement with Vietnamese mobile users, Adtima desires to cover holistic daily habits of Vietnamese consumers across various platforms within its ecosystem:
About Adtima Ecosystem
Any new message for me?
Any interesting news today?
Any shocking news today?
Shopping on Zalo to relax
Shop
Listen to Zing MP3 music to chill after work/ school time
Use Zalo Video Call to communicate with colleagues and friends
7AM
8AM
9AM
12PM-1PM
3PM-4PM
5PM-6PM
7PM-8PMDINNER TIME
9PM-11PM
WAKE UP
HAVE BREAKFAST
OFFICE/ SCHOOL TIME
LUNCHON THE WAY HOME
AFTERNOON BREAK
Watch Zing TV to relax
RELAX TIME
NEW DAY START!
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