ANALYSIS OF FACEBOOK ADVERTISING INDEX (FACEBOOK ADS) AND MAKING BUSINESS OPERATIONS FOR THE MARKET OF MALAYSIA OF VNE ECOMMERCE BUSINESS JOINT STOCK COMPANY

PROFESSIONAL BACHELOR DEGREE IN E - COMMERCE AND DIGITAL MARKETING INTERNSHIP REPORT ANALYSIS OF FACEBOOK ADVERTISING INDEX (FACEBOOK ADS) AND MAKING BUSINESS OPERATIONS FOR THE MARKET OF MALAYSIA OF VNE ECOMMERCE BUSINESS JOINT STOCK COMPANY Name of student: NGUYEN Truong An University year: 2020 – 2022 Tutor at TMU: MBA Nguyen Minh Duc Tutor at USTV: Mr Francois Lacroux Mr Philippe Bonfils Tutor at (Company): Manager : Nguyen Huu Khuong Leader : Duong Cong Dinh Hanoi – 2022 ACKNOWLEDGEMENTS To complete the internship and report today, I received the attention of teachers from Thuong Mai University, Institute of International Cooperation – Thuong Mai University, University of Toulon and colleagues at VNE Ecommerce Business Joint Stock Company with many valuable and dedicated advice and guidance from everyone First of all, I would like to especially thank MBA Nguyen Minh Duc - the instructor of the University of Commerce, Mr Francois Lacrouxa and Mr Philippe Bonfils - the instructor of the University of Toulon, who enthusiastically helped me and gave me many advices for the newspaper my internship report In addition, the teachers taught me valuable knowledge to help with the report and during the internship Secondly, I would like to thank VNE Ecommerce Business Joint Stock Company, especially Mr Nguyen Huu Khuong - Branch Manager and Team Leader Mr Duong Cong Dinh - who is also a direct instructor, has dedicated and enthusiastic to support me during my internship at the company, teaching me new knowledge and skills that I have never learned in university Finally, I would like to thank my friendly colleagues from VNE Ecommerce Business Joint Stock Company for accompanying me, for sharing their experiences and challenging moments in the process internship program Although I have tried to absorb the comments and suggestions of lecturers and companies to successfully complete the graduation thesis report, there are certainly shortcomings Therefore, I look forward to receiving comments from teachers and companies I guarantee this is the subject of my report Results and evaluation, the data in the graduation internship report are taken at VNE Ecommerce Business Joint Stock Company, not copied from other sources I am fully responsible to the school for this commitment I sincerely thank you! Ha Noi – Viet Nam, May 2022 Student An Nguyễn Trường An TABLE OF CONTENTS ACKNOWLEDGEMENTS TABLE OF CONTENTS LIST OF ACRONYMS LIST OF DIAGRAMS LIST OF TABLES CHAPTER 1: INTRODUCTION ABOUT VNE ECOMMERCE BUSINESS JOINT STOCK COMPANY AND THE INTERNSHIP REPORT AT THE COMPANY 1.1 General introduction about VNE Ecommerce Business Joint Stock Company 1.1.1 Overview of company 1.1.2 The process of establish and development of the company 1.1.3 Organizational structure and human resource 11 1.1.3.1 General organizational structure 11 1.1.3.2 Functions and duties of departments in the organization: .13 1.1.3.3 Duties of departments and divisions in the company: 14 1.1.4 The main business categories of the company 15 1.2 About the internship report project at VNE Ecommerce Business Joint Stock Company 17 1.2.1 The reason for choosing project topic 17 1.2.2 The goal of the project .18 1.2.3 Internship plan 18 1.3 Internship in VNE Ecommerce Investment Joint Stock Company 18 1.3.1 Department structure and internship position 18 1.3.2 Working process and responsibility for arranging work 19 1.3.2.1 Work placement responsibilities 19 1.3.2.2 Basic workflow .19 1.3.3 Daily tasks .20 CHAPTER 2: SOME BASIC THEORIES ON MARKETING AND ONLINE MARKETING ACTIVITIES THROUGH SOCIAL NETWORKS: FACEBOOK ADS 21 2.1 General definitions of Marketing, Digital Marketing and Social Media Marketing: 21 2.2 General theories of Social Media Marketing 21 2.3 General theories about Facebook marketing: 22 2.3.1 Concepts and benefits of communication through social networks: 22 2.3.2 What is Facebook Marketing? 23 CHAPTER 3: ASSESSING THE CURRENT STATE OF BUSINESS ACTIVITIES OF VNE ECOMMERCE BUSINESS JOINT STOCK COMPANY 27 3.1 Assessment of business activities of VNE Ecommerce Business Joint Stock Company 27 3.1.1 Business situation ………………………………………………………… …27 3.1.2 Personnel situation of VNE Ecommerce Trading Joint Stock Company in the period of 2020 - 2021 28 3.2 Evaluation of marketing communication activities via Facbook social network of VNE Ecommerce Business Joint Stock Company in the period of May 2021 to May 2022 29 3.2.1 Organizing marketing and resource allocation in the marketing department 29 3.2.1.1 Marketing department roles 29 3.2.1.2 Allocation of resources in the Marketing department: 29 3.2.2 Activities of marketing departments in the company 31 3.2.2.1 Market research activities .31 3.2.2.2 Mixed marketing activities 31 3.2.3 General assessment of marketing activities .32 CHAPTER 4: CASE STUDY - ANALYSIS OF FACEBOOK ADVERTISING INDEX (FACEBOOK ADS) AND PROPOSING SOLUTIONS FOR THE DIRECTION OF BUSINESS ACTIVITIES IN MALAYSIA MARKET OF VNE ECOMMERCE BUSINESS JOINT STOCK COMPANY 33 4.1 Market research and analysis: Malaysian Market 33 4.1.1 Objectives of social media marketing 33 4.1.2 Target market 33 4.1.3 Target customer 34 4.1.4 Competitors 34 4.2 Case study: Analysis of Facebook Advertising Index (Facbook Ads) of VNE Ecommerce Business Joint Stock Company: Performing Facebook Ads in Malaysia market: FISHING BAIT 35 4.2.1 Analysis of facebook ads of fishing bait products: MONSTER BAIT S1 35 4.2.1.1 Product introduction 35 4.2.1.2 Process of making materials for product .36 a, Landing Page (website for customers to buy products) 36 b, Product video 38 c, Build Facebook Fanpage 39 4.2.1.3 Create and track campaigns for products on the Facebook Ads platform 41 a, Identify goals and project results: 41 b, Steps up the campaign 41 c, Follow and analyze campaign metrics 45 4.3 Assess the index according to the cases and propose solutions - directions of business activities for VNE Ecommerce Business Joint Stock Company 46 4.3.1 Evaluate the product index advertised and propose the direction of business activities for the company: fishing bait products - divided into cases .46 4.3.1.1 Case - advantage advertising index: 46 4.3.1.2 Case – disadvantage advertising index .48 4.3.2 Proposing a number of business solutions for the company .49 CHAPTER 5: EVALUATION OF THE INTERNSHIP PROCESS 50 5.1 Advantages in the internship process and difficulties in the internship process 50 5.1.1 Advantages .50 5.1.2 Difficulty 50 5.2 Results achieved and contributions to the company during the internship 50 5.2.1 General results of marketing for products 50 5.2.2 Personal results contributed to the marketing department and the company of the product 51 5.3 Internship gained 52 5.4 Future career plan .53 CONCLUSION 54 REFERENCES 55 LIST OF ACRONYMS ACRONYMS ADS SMM CPM CTR CPC ORIGINAL WORD Advertising Social Media Marketing Cost Per Mille Click Through Rate Cost per Click LIST OF DIAGRA Diagram 1.1: General organizational structure 11 Diagram 1.2: Organizational structure of VNE Ecommerce Trading Joint Stock Company by department 12 Diagram 1.3: Structure of the central management apparatus at VNE .14 Diagram 1.4: Diagram of business products of VNE 15 Diagram 3.1: Number of employees at VNE in the period of 2020 - 2021 28 Diagram 3.2: Marketing department organizational structure 30 LIST OF FIGURE Figure 1.1: Company logo Figure 1.2: Image of VNE's Marketing team's office 15 Figure 4.1: Malaysians' internet and social media usage report for 2020 34 Figure 4.2: MONSTER BAIT S1 fishing bait products .35 Figure 4.3: Landing Page Website .36 Figure 4.4: Landing Page's design interface .37 Figure 4.5: Purchase registration form and Google Sheets customer data table 37 Figure 4.6: Monster BAIT S1 product landing page website completed 38 Figure 4.7: The site converts text to voice 38 Figure 4.8: Video editing software interface 39 Figure 4.9: Build a Sales Page 39 Figure 4.10: Image of articles on the Page 40 Figure 4.11: Facebook Ads Manager 41 Figure 4.12: Campaign creation process 42 Figure 4.13: Campaign interface 42 Figure 4.14: Ads group interface 44 Figure 4.15: Ads Interface 45 Figure 4.16: Monster Bait S1 product campaigns 46 Figure 4.17: Campaign with favorable index of MONSTER BAIT S1 product 47 Figure 4.18: The campaign with the disadvantage index of MONSTER BAIT S1 product 48 Figure 4.19: Results on the report of the marketing department from 1/3/2022 to 27/05/2022: MONSTER BAIT S1 (FISHING BAIT: FB) 50 Figure 4.20: Personal results for marketing activities in the period 01/03/202227/05/2022 52 LIST OF TABLES Table 1.1: Vision, mission, business philosophies and core values of VNE Ecommerce Business Joint Stock Company 10 Table 1.2: Some typical products and being advertised .16 Table 1.3: month internship plan (March 1, 2022-May 27, 2022) 18 Table 1.4: Daily duties at the company 20 Table 3.1: Some indicators reflecting the company's business results for the period 2020-2021 27 Table 4.1: Ads index review – case of advantage index .47 Table 4.2: Ads Index Review – Case of disadvantage indicators .48 Table 4.3: Revenue of Marketking division in March 2022 of MONSTER BAIT Fishing Bait Spray (VND) 51 Table 4.4: March 2022 revenue of monster bait spray products of individuals (VND) 52 - STEP 4: Ad group interface You can use one ad group or a lot of ad groups Name the ad group in accordance with the group information Edit the contents: + Select the type of conversion as website + Add pre-set pixels - this is a tool to count the indicators of the ad + Budget adjustment + Edit ad running time: Date, time + Location editing: Malaysia + Gender correction: All or only men + Age editing: 25-65 + Ad placement selection: automatic or manual – mobile device + Select allocations: Clicks and views in day 43 44 Figure 4.14: Ads group interface - STEP 5: The ad interface Name ads accordingly, e.g ads 1, ads 2, + Select a page for advertising: The appropriate page created (i.c c, section 4.2.1.2) + Use articles with videos posted on the page + Set up the action button: Buy now and attach the domain of landing page products + Select url parameters to track the items of data brought back: campaign name, placement, adsetname 45 Figure 4.15: Ads Interface c, Follow and analyze campaign metrics - Follow campaign metrics When doing Facebook Ads there are a lot of indicators However, we only choose from 5-7 basic indicators to pay attention to These metrics affect campaigns, costs, and results So we need to pay attention to adjusting the budget and adjusting it properly 46 For example, this is an ad account that has conducted campaigns on MONSTER BAIT S1 fish bait products from February 23, 2022 to February 25, 2022: Figure 4.16: Monster Bait S1 product campaigns - Analysis of campaign indicators: + Results: The higher the campaign results index per day, the better A one-day goal is 20 data + Cost per result: for MONSTER BAIT S1 product, the allowable cost / a data is 120,000 VND / customer data + Amount spent: Track to ensure the company's allowable spending budget in day + CPM (cost/1000 impressions): with this indicator, the lower the CPM the better Optimize the average CPM < 100,000 VND / campaign + CTR: % people watch ads and take action The optimal average CTR is 2-4% + CPC(): average cost per click Usually CPC < 2000 VND is the best for a campaign + Average video playback time: each video usually does less than minute and 20 seconds, so the average video playback time of 00:10 is minimal + Frequency: The average number of ad sightings The average frequency is 1-2 4.3 Assess the index according to the cases and propose solutions - directions of business activities for VNE Ecommerce Business Joint Stock Company 4.3.1 Evaluate the product index advertised and propose the direction of business activities for the company: fishing bait products - divided into cases 4.3.1.1 Case - advantage advertising index - This is a campaign with relatively favorable advertising indicators: 47 Figure 4.17: Campaign with favorable index of MONSTER BAIT S1 product - Ads index assessment: Table 4.1: Ads index review – case of advantage index Index Result Cost per result The money spent Index results 63 data / days 78.659VNĐ/data < 120.000VNĐ 4.955.503 VNĐ Assess Good Good Over budget 2,000,000 VND/day However, good results should be allowed to CTR CPM 5,49% 112.472 VNĐ >100.000 VNĐ keep the budget Good However, the results are positive So CPM exceeding the negligible CPC 2.049VNĐ > 2000 VNĐ average is acceptable However, the results are positive So CPC exceeding the negligible Frequency of video average is acceptable However, the results are 00:07 < 00:10 viewing positive and customers may have a need for the product Frequency So this time is acceptable Good 1 The campaign has pretty positive indicators, along with the right results and costs, so this campaign will continue to work and I have some suggestions to optimize the campaign in the best way: - Decision to increase the budget for the campaign, which can be increased to double the normal / one-day budget: from 2000,000 VND to 4000,000 VND / campaign - Multiply the way the campaign, groups, ads and target with this campaign to optimize more results 48 - Propose to management about continuing to run the campaign for this product long-term, durable Optimize customers to return to buying products 4.3.1.2 Case – disadvantage advertising index - This is a campaign with relatively unfavorable advertising indicators: Figure 4.18: The campaign with the disadvantage index of MONSTER BAIT S1 product - Ads index assessment: Table 4.2: Ads Index Review – Case of disadvantage indicators Index Result Cost per result Index results data / days 253.602 VNĐ/data > Assess Very low Very high => disadvantage The money spent 120.000VNĐ 253.602 Budgets are spent very little due to poor campaigning, slow spending CTR CPM 5,49% 108.936 VNĐ >100.000 VNĐ of money, and turned off Good CPM is not too high, but it does not CPC 3.842 VNĐ > 2000 VNĐ produce results CPC is quite high => unfavorable 00:06 < 00:10 index The average time spent watching a Frequency of video viewing video is very low Frequency 1< 1,11 < The frequency is quite low => The campaign has quite unfavorable and quite poor indicators, has only result too and the result / cost is twice the allowed cost / data, this campaign will not continue to work and I have some suggestions: - Turn off product campaigns, review raw materials and campaign processes - The average time to watch the video is very short = > the video is not impressive, not good = > Need to review the video, edit and remake 49 - Number of clicks on links and acceptable frequency, however there is no result => need to review landing page, edit appropriately, check errors in the registration form and Google Sheets data table - This product needs to be on further testing campaigns, if there are no results and disadvantage indicators = > need to propose to the manager to stop importing and selling the product - In case of beautiful indicators but no results, it is necessary to review abnormally 4.3.2 Proposing a number of business solutions for the company Monitoring, evaluation and inspection activities are conducted regularly, the marketing staff must always be aware of the status of the advertising indicators to know if the ad is effective or where the problem is Content that has positive feedback and is highly interactive are good content, continue to evolve in that direction and increase the operating budget for those content Unattractive content will cost a lot of money, need to quickly detect the cause and change in the other direction, or stop the campaign completely In order for the content to be engaging and interesting, it is always necessary to update new trends, outstanding events to refresh the content Close monitoring of marketing activities will help the team detect problems or opportunities from which to make reasonable changes to improve efficiency Track the growth of your business's social networking site by assessing customer engagement and the direction of customer feedback about the company's products CHAPTER 5: EVALUATION OF THE INTERNSHIP PROCESS 5.1 Advantages in the internship process and difficulties in the internship process 5.1.1 Advantages - Training process of the basic and professional company - Managers, leaders, enthusiastic sociable colleagues - Young, dynamic and creative working environment - Student support and clear salary and welfare regimes, staff such as holidays, travel, birthdays, special days, etc 50 5.1.2 Difficulty - There is no clear understanding of the Malaysian market and its culture - No experience in the job, location - The cost of the company is not abundant for advertising activities 5.2 Results achieved and contributions to the company during the internship 5.2.1 General results of marketing for products: - Compared to the overall and specific objectives of social media marketing, the marketing department in Malaysia achieved the following results: Figure 4.19: Results on the report of the marketing department from 1/3/2022 to 27/05/2022: MONSTER BAIT S1 (FISHING BAIT: FB) (Source: Statistics on POS Company's Sales Management Software) - Report table: changed for VND Table 4.3: Revenue of Marketking division in March 2022 of MONSTER BAIT Fishing Bait Spray (VND) Number of customers (customers) Number of products sold (vials) Product completion rate Revenue (million) 1/3/2022 -27/5/2022 5374 2950 7.89% 227,817.50RM(Malaysia) 252 996 250VND 51 5.2.2 Personal results contributed to the marketing department and the company of the product - Ranked in the top - the number of new creations in the marketing report Figure 4.20: Personal results for marketing activities in the period 01/03/202227/05/2022 (Source: Statistics on POS Company's Sales Management Software) - Statistical results by table: NGUYEN Truong An - (AN NT) staff Table 4.4: March 2022 revenue of monster bait spray products of individuals (VND) 52 Number of customers (customers) Number of products sold (vials) Product completion rate Revenue (million) 1/3/2022 -27/5/2022 446 219 6,93% 16,882.00RM(Malaysia) 92 851 000 VND 5.3 Internship gained - In-depth knowledge of household products - Gain more understanding of the country, culture, people, malaysian market - Learn how to work and experience from everyone in the office - Learn to communicate more professionally, paying attention to small details to catch your own mistakes - Learn to advertise on the social networking platforms Facebook and Tiktok - Improve knowledge about marketing: content, pages - Advanced design skills: Adobe Premiere, Photoshop, Canva - Improve the level of office informatics and use related software 53 5.4 Future career plan - Short term: In the short term, I will try to graduate from university with with a good degree, along with applying for a job at a company with the position of a marketing officer or an e-commerce specialist to continue to learn about professional knowledge and gain experience - Midterm: During this time, I will try to improve all my knowledge: learn short courses and skills as well as build the necessary relationships to meet the demands of the job - Long-term: By striving and proving my ability, I hope that I will find a lot of joy in my work, discover new knowledge to constantly renew myself, learn more in ECommerce and Digital Marketing and can go far in my career in this industry 54 CONCLUSION The analysis of advertising indicators is very important for the marketing department of the company in particular and the company in general With the abovementioned products and all other products, the analysis and evaluation of the index helps us to grasp the product, customer feedback to the product to make the right business proposals and decisions, Reasonable, bringing the biggest source of profit After an internship at VNE Ecommerce Business Joint Stock Company, I experienced many new things, accumulated a lot of really important knowledge for the future, along with unforgettable memories here I have faced a lot of difficulties from the epidemic, lack of information, lack of experience However, with the dedicated help of my brothers and sisters and especially the instructor, I was able to complete the internship well and develop myself Firstly, in terms of specialized knowledge, I learned a lot about e-commerce products, especially working in a new market: Malaysia outside Vietnam I've learned more about how to learn about customers, how to reach customers, and how to plan effective ad campaigns Secondly, in addition to specialized knowledge, we also learn a lot from people with skills such as Word, Excel; Image and video design skills on Adobe Premiere, single website making skills and content skills English skills have also improved significantly, along with access to a new language, Malaysian After graduating from college, I still want to learn more, experience more in the field of e-commerce and digital marketing to be able to be more successful in the future Through research and practice, I have noticed that the marketing activities of VNE Ecommerce Business Joint Stock Company are quite good and have some significant achievements, but there are still some limitations I hope my report is also useful so that this department in particular and the company can grow further 55 REFERENCES - The book: Philip Kotler (2003) Marketing Management, Social Labor Publishing Company, Ha Noi, Viet Nam Philip Korler & Keller (2009) Marketing Management, Social Labor Publishing Company, Ha Noi, Viet Nam Dave Kerpen (2013) Likeable social media, Social Labor Publishing Company, Ha Noi, Viet Nam Paul Dunay (2009) Facebook marketing for dummies, Ho Chi Minh City General Publishing Company, Ho Chi Minh city, Viet Nam David KirkPatrick (2010) The Facebook Effect, Simon and Schuster Publishing Company - Article, newspaper: DataReportal (2020) (Digital 2020: Malaysia — DataReportal – Global Digital Insights), https://datareportal.com/reports/digital-2020-malaysia?rq=malaysia%202020 - Other References Integration document of VNE Ecommerce Business Joint Stock Company Statistics on POS company's sales management software: https://pos.pages.fm/dashboard Documents of accounting department VNE Ecommerce Business Joint Stock Company 56 ... STUDY - ANALYSIS OF FACEBOOK ADVERTISING INDEX (FACEBOOK ADS) AND PROPOSING SOLUTIONS FOR THE DIRECTION OF BUSINESS ACTIVITIES IN MALAYSIA MARKET OF VNE ECOMMERCE BUSINESS JOINT STOCK COMPANY. .. FACEBOOK ADVERTISING INDEX (FACEBOOK ADS) AND PROPOSING SOLUTIONS FOR THE DIRECTION OF BUSINESS ACTIVITIES IN MALAYSIA MARKET OF VNE ECOMMERCE BUSINESS JOINT STOCK COMPANY 4.1 Market research and analysis: ... of Facebook Advertising Index (Facbook Ads) of VNE Ecommerce Business Joint Stock Company: Performing Facebook Ads in Malaysia market: FISHING BAIT Analyzing the Facebook Advertising Index (Facebook