6. Google presentation 2011

Growing Your Business with Google

Sergio Salvador, Head of Business Development Southeast Asia

Google Confidential and Proprietary

Growing Your Business


Almost 2b People Online Globally


4

20 Years Ago Local libraries, morning papers

Now

4+ billion global searches per day

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

Information


Communication

Source: Gizmodo, Dec 09

Now

210 billionEmails & IMs sent per day

Now

1m postsUploaded daily by bloggers


Entertainment

Source: Google data, Nov 10

3.5 hoursVideo uploaded on YouTube per minute

Equal to 235,000Full-length movies uploaded per week


Community

Source: Mary Meeker, Oct 09 & Apr 10

Now

1.7+ billionglobal users on Social Media

Now

5,000 every secondNumber of tweets at peak time

20 Years Ago PenPal and social clubs


Over 3B app downloads and counting

Average Android user downloads 40 apps

25% of iPhone & Android users spend2 hrs/day in apps

8

Mobile

Source: Google Internal Data, based on a basket of 20,000 keywords within the shopping category, AdMob May 2010, Complete Inc. 09, mocoNews 09

Now

5 billion mobile subscribers


80% of B2B customers search for products & services before purchase*

80%

Business

Source: Marketing Sherpa B-to-B Marketing Lead Generation, Nurturing, and Conversion Stats & Tactics, June 2007


Travel Searches in Vietnam

Sources: Google Internal Travel Categories Search Queries Volume Trend

32x GrowthTravel category Google search queries volume growth for Vietnam since 2005

Confidential and ProprietaryOnline Consumer Benchmark Study. Vietnam. July 2010, Netpop Research, LLC

11

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?

Shift in Media Consumption: Internet time is more than 2.5x time spent on TV

Base: All Respondents (Natural fall-out)

n=1094

Media Consumption

36h

14h

3h

6h


43%

14%

8%

8%

27%

12

Q: When did you begin purchasing products online?

Base: All Respondents (Natural fall-out)

n=1094

Year Began Purchasing Products Online

2 or more years ago (2008 or earlier)

I have never purchased a product online

E-Commerce is New and Growing rapidly in Vietnam

6 months to less than 1 year (2009-2010)

Less than 6 months ago

1 year to less than 2 years ago (2008-2009)

Had purchased online

16%2009

Have purchased online

73%2010


13

n=2288

Base: All purchases made either online or at a store and used at least one source

Research Online*

Research Offline**

Purchase Offline Purchase Online

83% 15%

0% 2%

Shift in Media Consumption influences Purchase Behaviour

A vast Majority of Purchases are made In-Store...

... But 98% of

all purchases involve Online

Research before purchase


0% 10% 20% 30% 40% 50%

Radio show

Telemarketing

Postal mail ad or catalog

Billboard or outdoor ad

Sales person

Retail store

TV show

Newspaper article

Magazine article

Newspaper ad

Magazine ad

Friends/family

TV ad

Internet/online sources

Gathering general information (n=282)

Evaluating and comparing options (n=289)

Making a final purchase decision (n=292)

Purchase

14

Most Helpful Source at Each Phase

General information gathering

Evaluation & comparing

Final purchase decision

Percent Who Participated at Each Phase

82%

84%

85%

Q: For every phase, please indicate the one source that was most helpful during that phase

Online is Prime Medium at every step of the Purchasing Funnel

Base: Mobile Phone Sub-Group who used at least one source

n=343

Internet/online sources are most helpful in every phase

Friends/family are also helpful in the final decision phase


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

p.16 Google Confidential and Proprietary

16

4 Steps to successfully grow your business

1 Internationalise your website

2 Find demand

3 Capture demand

4 Measure and Refine


#1 Internationalise your website


International Website

Use simple, clear language

Consider getting your site

translated

Consider Measurement units Eg. pounds vs. kilograms

Use target market termsEg. Cell phone vs. mobile phone

Quote prices in target market

currencies


Communication with international customers

Go the extra mile to understand their concerns

and provide answers.

Specify your location and hours of availability

Offer chat support if possible


International Payments

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


International Postage

Set expectations about delivery time

Offer a selection of postage services

Offer trackable postage service to

increase confidence

Specify destination postage rates

Explain custom duties and taxes


22

Google Confidential and Proprietary 22

#2 Find Demand


The Internet is a complex world

CRM

email

gadgets

widgets

SEO

SEM

Social networks

Video on demand

Branded entertainment

Pre / post roll

Viral marketing

tenancies Brand channels

banners

Contextual targeting

Behavioural targeting

Affiliates Ad Networks

Interruptive media

Rich Media

In-game

Paid-for-search

Web analyticsTagging

URLsURLs

Database marketing

81%of internet users enter sites through a search engine

Search engine is a door to all sites ...…


Connect to Users – Wherever They Are

Source: comScore Custom Analysis, September 2006; comScore, January 2007

Total Unique Visitors

Google (search) 446M

Yahoo (search) 242M

MSN (search) 165M

Ask network109M

Google’s Reach

Europe: 91%Europe: 91%

Asia Pacific: 88%Asia Pacific: 88%America: 92%America: 92%


Insights for search

Select your countries / regions to compare

Select your keywords or products

View search query demand by country over time


26

Google Confidential and Proprietary 26

#3 Capture Demand


Our Vision for Online Advertising

Grow online advertising to help everyone

capture more value


How do advertisers fit Into Google’s vision?

Consumers

P

C

A

Engaged audiences

Ensured through

• Scale matched with precision

• Insights & accountability

Ensured through

• Greater efficiency of ad operations

• Insights to your business

• Control over ads that appear on your properties

Ensured through

• Meaningful ad formats

• Targeted environments

Publishers Advertisers

Worry-free monetization Return on media spend


hotels in ho chi minh city

Organic Search

Advertising (AdWords)


Google Search Network


Page topic:

Home & Garden >> Gardening

Contextual target through several ad formats

We understand the meaning of a web page.

Various ad formats can be shown on relevant content.


Target your prospects through creative, rich media formats on Youtube

If you have video content If you don’t have video content

YouTube Channel

Promoted Videos

InVideo Overlays

Display Ads on Watch

Display ads

Click to Play Ads

In-stream Ads


Reach out to overseas prospects through Google’s Display network

Reach over 80% Internet Users


Google Products Search Partners Display Network Mobile Ads

A comprehensive approach

Click to call

Most Google products are also available on mobile


35

Why it works


#4 Measure & Refine


Conversion Tracking: Measure ROI from your online campaigns

See which campaigns get the most conversions.

p.38 Google Confidential and ProprietaryGoogle Confidential and Proprietary 3

Am I creating effective content?

How do I improve site interaction?

Where is the traffic from?

How are users engagingwith my site?

Google Analytics provides Answers to Difficult Questions

Where and why are visitors abandoning my shopping cart?


Case study – Song Huong Bookstore

Business

•Founded in 1982, Song Huong Bookstore specialises in distributing books, magazines, calendars, and stationery.

•Target to both local and overseas Vietnamese.

Challenge•Reach prospective buyers among 3 million overseas

Vietnamese

Approach

•Used AdWords to target potential customer by locations and languages

•Used Analytics to analyse traffic and campaign’s performance

Results

•International traffic grew 200%, domestic traffic grew 100% in 6 months. Traffic was highly targetted.

•Results are 100% measurable


40

Key Takeaways

1 Consumer behaviour is changing and your customers are moving online.

2 Internet enables you to target locally and globally in a cost-effective manner

3Google can help you grow your business thanks to our range of online advertising platforms, analytic tools, and large pool of customers and publishers

Thank you

Sergio Salvador, Head of Business Development Southeast Asia

6. Google presentation 2011

Technology

Transcript of 6. Google presentation 2011