8.

PC Assets: website, microsite, normal development plan & UX

User Experience (UX)
- Speed masters: avg loading time for a site in VN is 2.5s. Check
using Google Analytics/Content/Site Speed
- First impression counts: easily understandable for visitors (dont
make me think) info architecture & design of the site
- Where am I? Where can I go from here? Navigation. Use:
breadcrumb/internal search function
- Basic Accessibility Issues: text/background contrast, font size
(>=10 pts) & spacing
- Clear visual hierarchy: important stuff goes 1st, more important
headline should be in bigger font, related things should be close
to each other
- Following convention:
o Site ID (logo): usually top left/center of page
o Company logo: link back to homepage
o Make clear which part is clickable
o Dont use self-invented icon without text to support
o Site search: top centered/top right
- Ability to complete key actions*****: list 3-5 key actions,
scenarios that match those
- Other small things: no re-type password field, ask too many
personal info in sign-up page, sign up form without automatically
remembered info if theres sth wrong, status bar to show
download/upload process, NO auto play vid with sound ON,
location with map, logo not clickable
9. Mobile Assets
- NS Global:
- smartphones dominate in emerging markets
- smartphone penetration in VN forecasted to be 21% early
2013. 2015????
- (Techinasias: 36% in 2014 36% VN population owns a
smart phone in 2014, 20% in 2013. Population: 92 million
2014 => second most populated smartphone market in
SEA after Indo)
- 3.3 million 3G users in VN
- most time spent online on social networking, services &
news
- smartphone: opportunity for brands to have an intimate,
one on one relationship w its customers
Is your site mobile friendly?
o iOS doesnt support flash
o GomoMeter from Google to check ur site
Mobile friendly site: RWD (Responsive Web Design) or separate
mobile urls (building an independent site for mobile)

From Think Insights with Google, they wrote Responsive web

design (RWD) enables you to optimize your site experience
across different screen sizes without creating multiple websites.
By using flexible templates, CSS media queries, and JavaScript
events, a responsive web design can respond to the viewport
size of a device, adjusting images, template layout and content
visibility. You can even harness novel device capabilities such
as dragging, swiping and other user-gestures recognized by
touch devices. All of these CSS and JavaScript techniques can
be layered onto a single file of HTML content, delivered to all devices
Option with lowest buget: separate mobile ULRs. Other options: RWD &
native apps.
Mobile site (separate/RWD) pros: less costly, compatibility across
platforms. RWD: better user experience w custom layout
Cons: cant function offline, cant access personal data, not as rich
experience as app, push/noti capability, ease of monetization
Native app cons: need to be customized for each platform => higher
development cost, maintenance cost
Native app development flow:
Ideation -> business analysis -> wireframe design -> database,
CMS (content management system) & API (application program
interface)
iOS users are more likely to pay for apps than Android
Pick platform according to target users
10. Social media assets
social media: communication channel between people. Built on
ideology of Web 2.0

Facebook domination in VN: May 2014: 25 million FB users in VN

(VietNamNet)- 78% penetration rate, email (44%), Viber, Skype &
Zalo (21%)
Recommendation for longterm platform: FB, YouTube for vid
platform, forum

Listening process: objectives, set up & prepare, monitor using

automated tools, analysis & report, recommendation, engagement
strategy
Communication of brand to customers on social network: SUCCESs
principles: Simple, Unexpected, Concrete, Credible, Emotional
& in a Story
Respond quickly to bad/good comments
Facebook pick things on NewsFeed based on EdgeRank (Affinity,
Weight & Time Decay)
Content Marketing: is a marketing technique of

creating and distributing relevant and valuable content to at

tract, acquire, and engage a clearly defined and understood tar
get audience with the objective of driving profitable customer
action.

Measuring Success
Reach: reach rate
Engagement: Conversation rate: # audience comment/reply per
post per fan base
Amplification rate: retweets/week, #shares per post per fan
base
Applause rate: favorite clicks/likes/+1s per post per fan base
Engagement rate= Sum(conversation,amplification, applause
rates)
Revenue (bottom line)
Birth of iPhone 2007
Onsite measuring tools: Google Analytics (most commonly used in Vn)
Offsite tool: comScore, Google Keyword tool, Google Trends

Google Keyword Planner is a free tool offered by

Google, which helps users know how much search volume a
certain keyword has on average across desktop & mobile devices in a
certain location.

 Google Trends (free offsite tool): enter keyword, topic of your interest
& see how interested the world/target audience are towards that
keyword.
Paid offsite tool: comScore, Expedians Hotwire
Listening tools: Radian6 (not enough Vietnamese sources) enterprise
tool, expensive; SocialBakers (cheaper, more used in VN)
Digital analytics strategy: 90/10 rule by Avinash Kaushik: 10% effort &
budget to choose the right tool, 90% to hire the right analyst
Business Objective to SMART KPIs (key performance indicators): evaluate
the success of an organization or of a particular activity in which it
engages.

Segmentation
Trend
Benchmarking (in/external)
Micro conversion: things that your site visitors do & bring you some
value: see ur location page, product & service info, sign up for member
Campaign objectives: brand or sales (direct response)
SOV : Share of voice/share of impression: 10%: ur ad appears 1/10 of
the time. Bigger SOV means ad appears more frequently
Real time bidding (RTB): exchange, demand side platform/supply side
platform (DSP, SSP)
Click through rate CTR = Number of clicks/Number of impressions*100
Search Network: important parts of ad group: text ads, keywords &
default bids
Google for Business-Advertising: AdWords
AdSense: a free, simple way to earn money by displaying targeted ads
next to your online content (tool for publishers)
AdMob (for mobile apps)
Double Click Digital Marketing Platform (DDM) an integrated adtechnology platform that enables agencies and advertisers to more
effectively create, manage and grow high-impact digital marketing
campaigns
Google Analytics

Google Ads: Search Ad (AdWords), Display Ad (Google Display

Network), Mobile Ad, Video & YouTube Ad
Vietnam Digital Advertising Industry:
More than 30m Vnese use Internet everyday. 86% access to social
network
Social network Facebook: 14m users with 11m accessing to SN with
mobile phone. Every user spends 40m/day on social network
Questions that I had for phone screening interview:
- Tell me about your education and experiences (walk
through resume)
- Assume 50,000 clients use free trial of AdWords.
Historically we know 10% would convert to use the paid
version. How do we increase the conversion rate to 20%?
- Possible reasons why businesses stop using AdWords?
- What do you know about this position? Why apply?
- Assume you work at Google. Pitch AdWords to a client with
a few sentences.
- What do clients get from using AdWords? (benefits)
- A client comes to you with an AdWords budget of $10,000,
aiming at targeting Cambodia & Malaysia markets. How
would you recommend allocating the budget for those
markets?
o Ask follow-up questions and find out: client is a
flower shop based in US, not have previous
experiences in the region yet (should have asked
competitors, target customer bases in each country,
economy)
- Estimate number of people using Google search in Vietnam
from 8-9am
- Any questions for interviewer?
- Interested in Advertising Online Specialist position? Then I
passed 1st round :P?!!