Dịch chuyển từ quảng cáo truyền thống sang quảng cáo mạng xã hội: Bài học từ Nike

Nike là một trong những doanh nghiệp lớn trên thế giới hết sức thành công trong việc “rũ bỏ” quảng cáo truyền thống và tiếp nhận quảng cáo mạng xã hội. Nike chính thức thử nghiệm việc hiện diện trên các mạng xã hội vào năm 2004 và dần dần cắt giảm ngân sách của các loại hình quảng cáo truyền thống. Hiện nay, Nike được biết đến là một trong những doanh nghiệp “mạng xã hội” lớn nhất thế giới, vượt qua cả Google, Instagram hay Pinterest. Thương hiệu thể thao này đang có tổng số 21,948,331 lượt “like” trên Facebook, 4.1 triệu người theo dõi trên Twitter, 59,626 người theo dõi trên Pinterest, và 7,167,071 người theo dõi trên Instagram.

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3 bài học gắn kết khách hàng trên mạng xã hội

Mạng xã hội hiện nay đang được sử dụng rộng rãi như một công cụ giúp các doanh nghiệp gắn kết với khách hàng. Tuy nhiên, nếu như chúng ta không biết tận dụng những mạng xã hội này đúng cách, có thể nói, bạn đã tiêu tốn thời gian một cách vô ích.

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Street food: Bún Thang

As Tet is on its way, one dish that can’t be without: Bun Thang! Words by me. Edits by Nick Ross. Photos by Julia Vola. The article is originally published on Word Vietnam Issue February


As the Vietnamese New Year gets close, people rush to the market to stock up on traditional food for Tet. Among the signature dishes prepared in Hanoi are chung cake or banh chung, Vietnamese-style ham or gio cha, sticky rice, chicken, dried bamboo shoots and bun thang, which is vermicelli noodle soup with chicken, pork and egg.
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Street food: Nam 76

Mushroom, mushroom and more mushroom! Words by me. Edits by Nick Ross. The article was originally published on Word Hanoi Issue June 2013

Photo credit: Nam Viet 76 Lo Duc’s Facebook Page.

“Image you are on the hunt for mushroom in the forest, and oops, there appeared rare type like chanterelles or truffle. It would be absolutely breathtaking” my French friend eagerly told me with his bright and excited eyes when asked about mushroom hunting in France. “You can easily find a wide range of edible mushrooms in France’s fields and forests”.
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Street food: Banh xeo To Hien Thanh

Banh xeo To Hien Thanh – one version of Hue’s original banh xeo made by a Hanoian who has deep love with the imperial city. Words by me. Edits by Nick Ross. Photos by Francis Roux. This article was published on Word Hanoi Issue March 2013.


Once the imperial capital of Vietnam, Hue is still renowned for its royal cuisine. So much so that a large number of Vietnamese including many Hanoians have the firmly-held belief that it is the best of the country. Take banh xeo or fried pancake as an example. This dish may be familiar to many of us and people may encounter different versions of banh xeo as it is prepared differently throughout the country. However, to many Hanoians, the Hue version of banh xeo is the one that they prefer most. And while the exact origin of this dish remains a question, many think this Vietnamese fried pancake has its roots in Central Vietnam.

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Street food: Streetside Barbecue


Following my nose, I take a trip to the famous BBQ joint on Quan Su. Words by me. Photos and edits by Nick Ross. The article was published on Word Hanoi Issue March 2013.

I remember reading somewhere that the smell of bun cha is so irresistible that when the aroma of chargrilled pork drifts through the air, it’s impossible to focus on driving, even if you’re not hungry. And if the smell of chargrilled pork makes bun cha the so-called most tempting street food dish for lunchtime Hanoi, then do nuong or streetside barbeque is its nighttime equivalent.
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Street Food: Nom bo kho


Papaya salad with dried beef anyone? Photos by David Harris. Words by me, edited by Nick Ross. The article was published on Word Vietnam magazine – Issue August 2014.

“What impresses you most about Vietnamese cuisine?” I ask a foreign friend who’s been in Vietnam for three months, just long enough to grasp what it’s like to live as a local.

“Fish sauce,” he replies.

After a pause he explains his response.

“I don’t exactly mean raw fish sauce — it’s too salty and strong for me,” he says. “It’s the diverse way Vietnamese use fish sauce in their cooking, blending the raw fish sauce with other condiments to make up a light sauce. The sauces all look the same, but taste so different.”

He is correct. Large numbers of Vietnamese dishes contain light fish sauce, such as mixed noodle dishes like mien tron, pho ga tron or bun bo Nam Bo. Light fish sauce is also an essential ingredient when we eat spring rolls, banh tom Ho Tay and nom.

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Street food: Pho ga tron


A variation on the noble pho, pho ga tron is popular with Hanoians in the summer months. Words by me. Photos by David Harris. The article was published on Word Vietnam Magazine Issue July 2014.

Pho originated in the early 20th century in the northern province of Nam Dinh, and has since become a signature Hanoian dish. Over the past century it has developed a diverse range of variations. Not only are there pho noodles with broth — pho bo (beef pho) or pho ga (chicken pho) — but other offerings such as pho cuon, pho chien, pho xao and pho chay. Among these diverse choices, pho ga tron or mixed pho with chicken is a modern variation on a traditional favourite. If pho ga is eaten at breakfast to start off a new day, then pho ga tron is its younger sibling, best eaten for dinner.

With a changed way of combining ingredients, the cool mixed noodles are more suitable for the hot summers than its version with hot broth. Rich in taste, light but appetizing, pho ga tron is the perfect choice for the sweaty Hanoi weather of June, July and August.

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6 yếu tố cần cân nhắc khi khởi nghiệp

Một nghiên cứu tiến hành bởi tạp chí Inc và Hiệp hội Ươm mầm doanh nghiệp quốc gia Mỹ (NBIA) cho thấy cứ 10 doanh nhân khởi nghiệp thì có 8 thất bại. Vì vậy, tự đặt cho mình hàng hoạt câu hỏi trước khi đầu tư thời gian và nguồn lực của bạn là vô cùng quan trọng. Dưới đây là 6 tiêu chí quan trọng các doanh nghiệp mới khởi sự cần cân nhắc.


Nguồn ảnh: Corbis. Theo Inc.

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Street Food: Che Thai


You are a fan of Che Thai Lan? Check out this so-called only eatery in the capital selling authentic Thai-style sweet soup. The article was published on Word Vietnam magazine – Issue June 2014. Photos by Teresa Welleans.

As the weather defines our appetite, summer could be called the season of drinking, rather than eating. This explains why during the summer months, Hanoi is so rich in different types of drinks. From nuoc mia or sugar cane juice to tra da, tra chanh or iced tea, lemon tea and che or sweet soup, these drinks can be seen on almost every street in the capital.

Of the summer drinks, my favourite is che. Personally, I don’t think the word ‘soup’ expresses the correct meaning of this concoction. Che is certainly not an appetizer and it’s neither savoury nor condensed — it’s an any-time-of-the-day drink. You can give yourself a treat in the morning, also a dessert after lunch, or afternoon tea, even for supper in the late evening while wandering around the Old Quarter.

Traditional sweet soups include black bean, green peas or lotus seeds with the scented smell of jasmine. But in recent years, imported versions are becoming popular. Besides Singaporean bobo-chacha, and various versions from Malaysia or Hong Kong, Thailand sweet soup, known as che Thai, has garnered a following. Available at eateries on Doi Can, Giang Vo, Hang Than and in Nam Dong Market, it is however only at the eatery on Kim Ma where diners can enjoy an authentic Thailand-like experience.

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