2024 marks a significant transformation for YouNet, with the recent addition of Fanscom Digital Agency to its portfolio.
On the occasion of YouNet’s 16th anniversary, Mr. Nguyen Anh Hoa, Chairman and Founder of YouNet Group, reveals the company’s upcoming evolution.
YouNet has long been a top provider of social listening services and technology for businesses. What motivates the company to continuously strive for recent restructuring?
The primary driving force is the rapid growth of the online commerce market in Vietnam, which we have observed in our role as a measurement and analytics company.
According to data from YouNet ECI, a subsidiary specializing in e-commerce market analytics, the total transaction value on four platforms: Shopee, Tiki, Lazada, and TikTok Shop, reached 11.8 billion USD in 2023.
We forecast that by 2030, digital commerce will account for 35% of the retail market in Vietnam, significantly altering the product distribution structure and marketing approaches.
As a result, YouNet’s clients view online commerce as a strategic channel. They approach us with needs that go beyond brand building and include market share expansion, revenue growth, and market dominance.
To accompany brands in their online commerce strategies, YouNet must continuously innovate and pioneer in the field of data. We aim to be a strategic partner in developing and implementing our clients’ online business strategies, serving as their guide in this journey.
It is understood that YouNet Group has formed a holding company structure with seven subsidiaries. How will these subsidiaries be organized following the restructuring in 2024?
The YouNet ecosystem has been restructured into four strategic segments: Social Intelligence, E-commerce Intelligence, Marketing Services, and Software Services.
The Social Intelligence and E-commerce Intelligence segments, comprising YouNet Media, Buzzmetrics, and YouNet ECI, continue to provide data insights to support brands in analyzing, measuring, and improving their performance on social media and e-commerce platforms.
The Marketing Services segment, including YouNet Advocacy Marketing, Mango Digital, and Fanscom Digital Agency, will leverage data and insights to develop innovative marketing methods, delivering more significant business results.
The Software Services segment, currently represented by YouNet Social, will expand to offer software and services that enable businesses to engage with their customers, enhance customer care, and improve their overall brand experience.
By combining these four segments, the YouNet ecosystem offers a comprehensive range of services, from measurement and analysis to execution. The seamless integration of data solutions (Marketing, Customer Experience, and Online Revenue) is YouNet’s unique strength.
With the goal of accompanying businesses, how will the subsidiaries within the ecosystem collaborate to achieve this after the restructuring?
YouNet accompanies businesses in two ways: supporting their conquest of online commerce and their expansion into international markets.
To achieve these goals, the YouNet ecosystem connects its services through the YouNet Consulting Model, which consists of two main components: Actionable Insights and Actionable Services.
Actionable Insights are built upon the YouNet Insight Framework, a four-level data analysis application framework:
Description (What happened) – Using data to describe what occurred.
Explanation (Why happened) – Analyzing to understand the reasons behind the occurrence.
Prediction (Predictive) – Forecasting likely future events.
Proposal (Prescriptive) – Providing proposals to achieve the desired outcomes, integrating multiple data sources and computational models to address business questions.
Actionable Services are delivered through the Marketing Services and Software Services segments. The companies within the Marketing Services segment develop distinct marketing methods based on data:
Mango Digital: A creative agency that utilizes data on user behavior, barriers, and triggers on social media to craft relevant communication ideas and campaigns. Mango Digital precisely identifies target audiences, delivers tailored messages, and measures their impact.
YouNet Advocacy Marketing: A pioneer in advocacy communications in Vietnam, leveraging social listening and in-depth influencer/advocate analysis to advise clients on effective social advocate engagement strategies.
Fanscom: Developers of the SOCIALVATION solution, which not only addresses awareness and consideration, as in traditional social marketing, but also helps brands and products gain acceptance among target customers.
The business impact created for clients will be continuously monitored and improved, providing an increasing number of valuable insights throughout their partnership with YouNet.
What about the orientation of accompanying businesses in their journey to international markets? Can you share more on this, Mr. Hoa?
Currently, 95% of YouNet’s clients are multinational corporations and leading domestic enterprises. In recent years, we have also started providing services to regional clients.
For domestic businesses, especially industry leaders, the trend of expanding regionally and globally is gaining momentum. YouNet offers social listening services beyond Vietnam through our proprietary technology and global partner network, providing these businesses with analytical insights into their target markets.
In other words, YouNet serves as a data navigator, guiding Vietnamese enterprises into international markets. This is a long-term mission that YouNet is committed to fulfilling.
