Bài phát biểu của Google tại Hội thảo CyberAgent Net-Impact in Ho Chi Minh 2011 ngày 16/9 tại Sheraton Hồ Chí Minh.

1. Growing Your Business with Google Sergio Salvador, Head of Business Development Southeast Asia

2. Growing Your Business

3. Almost 2b People Online Globally

4. Information 20 Years AgoLocal libraries, morning papers Now4+ billion global searches per day 4 Source: According to Comscore, in June 2008 there were over 60 billion searches conducted worldwide - equivalent to more than 2 billion searches per day on average

5. Communication Now210 billionEmails & IMs sent per day Now1m postsUploaded daily by bloggers Source: Gizmodo, Dec 09

6. Entertainment 3.5 hours Video uploaded on YouTube per minute Equal to 235,000 Full-length movies uploaded per week Source: Google data, Nov 10

7. Community 20 Years AgoPenPal and social clubs Now1.7+ billionglobal users on Social Media Now 5,000 every second Number of tweets at peak time Source: Mary Meeker, Oct 09 & Apr 10

8. Mobile Now5billion mobile subscribers Over 3B app downloads and counting Average Android user downloads 40 apps 25% of iPhone & Android users spend2 hrs/day in apps 8 Source: Google Internal Data, based on a basket of 20,000 keywords within the shopping category, AdMob May 2010, Complete Inc. 09, mocoNews 09

9. Business 80% 80% of B2B customers search for products & services before purchase* Source: Marketing Sherpa B-to-B Marketing Lead Generation, Nurturing, and Conversion Stats & Tactics, June 2007

10. Travel Searches in Vietnam 32x GrowthTravel category Google search queries volume growth for Vietnam since 2005 Sources: Google Internal Travel Categories Search Queries Volume Trend

11. 11 Shift in Media Consumption: Internet time is more than 2.5x time spent on TV Media Consumption 36h 14h 6h 3h Q: Approximately how many days in a typical week do you do each of the following activities/ Approximately how long do you spend doing each of these activities on the days that you do them? n=1094 Base: All Respondents (Natural fall-out)

12. 12 E-Commerce is New and Growing rapidly in Vietnam 2009 Year Began Purchasing Products Online 16% I have never purchased a product online Less than 6 months ago 2010 Had purchased online Have purchased online 2 or more years ago (2008 or earlier) 73% 1 year to less than 2 years ago (2008-2009) 6 months to less than 1 year (2009-2010) n=1094 Q: When did you begin purchasing products online? Base: All Respondents (Natural fall-out)

13. 13 Shift in Media Consumption influences Purchase Behaviour Purchase Offline Purchase Online Research Online* 83% ... But 98% of all purchases involve Online Research before purchase 15% Research Offline** 0% 2% A vast Majority of Purchases are made In-Store... n=2288 Base: All purchases made either online or at a store and used at least one source

14. 14 84% 82% 85% Online is Prime Medium at every step of the Purchasing Funnel Most Helpful Source at Each Phase General information gathering Percent Who Participated at Each Phase Evaluation & comparing Final purchase decision Internet/online sources are most helpful in every phase Friends/family are also helpful in the final decision phase n=343 Base: Mobile Phone Sub-Group who used at least one source Q: For every phase, please indicate the one source that was most helpful during that phase

15. So what does this change towards online media mean to you? You can benefit and grow your business if you take advantage of online media

16. 4 Steps to successfully grow your business 16

17. #1 Internationalise your website

18. International Website Use simple, clear language Use target market terms Eg. Cell phone vs. mobile phone Quote prices in target market currencies Consider Measurement units Eg. pounds vs. kilograms Consider getting your site translated

19. Communication with international customers Specify your location and hours of availability Offer chat support if possible Go the extra mile to understand their concerns and provide answers.

20. International Payments Payment methods you offer can be a deciding factor when buyers consider whether or not to purchase from you.

21. International Postage Set expectations about delivery time Specify destination postage rates Offer a selection of postage services Explain custom duties and taxes Offer trackable postage service to increase confidence

22. #2 Find Demand Google Confidential and Proprietary 22 22

23. Search engine is a door to all sites ...… 81% of internet users enter sites through a search engine The Internet is a complex world Affiliates Ad Networks widgets CRM Social networks URLs URLs Behavioural targeting Rich Media gadgets SEO email Branded entertainment Contextual targeting Interruptive media Viral marketing SEM Database marketing Paid-for-search banners In-game Video on demand Pre / post roll tenancies Brand channels Tagging Web analytics

24. Europe: 91% Asia Pacific: 88% America: 92% Connect to Users – Wherever They Are Google’s Reach Source: comScore Custom Analysis, September 2006; comScore, January 2007

25. Insights for search Select your keywords or products Select your countries / regions to compare View search query demand by country over time

26. #3 Capture Demand Google Confidential and Proprietary 26 26

27. Our Vision for Online Advertising Grow onlineadvertising to help everyonecapture more value

29. Insights to your business

33. Google Search Network

34. Contextual target through several ad formats We understand the meaning of a web page. Various ad formats can be shown on relevant content. Page topic: Home & Garden >> Gardening

35. Target your prospects through creative, rich media formats on Youtube If you don’t have video content If you have video content YouTube Channel InVideo Overlays Promoted Videos Display Ads on Watch Click to Play Ads In-stream Ads Display ads

36. Reach out to overseas prospects through Google’s Display network Reach over 80%Internet Users

37. Google Products Mobile Ads A comprehensive approach Search Partners Display Network Click to call Most Google products are also available on mobile

38. Why it works 35

39. #4 Measure & Refine

40. Conversion Tracking: Measure ROI from your online campaigns See which campaigns get the most conversions.

41. Google Analytics provides Answers to Difficult Questions How are users engaging with my site? Where is the traffic from? Am I creating effective content? Where and why are visitors abandoning my shopping cart? How do I improve site interaction? Google Confidential and Proprietary 3

42. Case study – Song Huong Bookstore

43. 40 Key Takeaways

44. Thank you Sergio Salvador, Head of Business Development Southeast Asia