DIGITAL MARKETING FINAL REPORT WETV DIGITAL MARKETING PROPOSAL 2022

VIETNAM GENERAL CONFEDERATION OF LABOUR TON DUC THANG UNIVERSITY FACULTY OF BUSINESS ADMINISTRATION DIGITAL MARKETING FINAL REPORT WETV DIGITAL MARKETING PROPOSAL 2022 UNDER THE SUPERVISION OF: Văn Đức Sơn Hà CLASS: 03 GROUP: 01 STUDENTS: Trần Minh Thư 719H0915 Trương Nguyễn Hiền Thơ 719H0911 Nguyễn Thị Tuyết Nhung 719H0096 Lê Phạm Thanh Huyền 719H0044 Lý Ngọc Minh Trân 719H0919 Ngô Nguyễn Xuân Mai 719H0064 Vũ Nam Phương 719H0897 Vũ Nguyễn Bình Giang 719H0027 HO CHI MINH CITY, NOVEMBER 2021 GROUP PERFORMANCE Student ID Task 719H0915 SWOT analysis, propose idea and complete digital marketing plan, POE media, executive summary 100% 12.5% Trương Nguyễn 719H0911 Hiền Thơ Propose idea and complete digital marketing, POE media, budget research 100% 12.5% Nguyễn Thị 719H0096 Tuyết Nhung Business information, propose idea and complete digital marketing plan, POE media 100% 12.5% Lê Phạm Thanh 719H0044 Huyền Objectives analysis, design poster, powerpoint 100% 12.5% Lý Ngọc 719H0919 Minh Trân Competition analysis, POE media, presentation 100% 12.5% Ngô Nguyễn 719H0064 Xuân Mai Target customers POE media, presentation 100% 12.5% No Student name Trần Minh Thư Completion Contribution rate rate 2 Vũ Nam 719H0897 Phương Market summary, SEO research, contribute idea, edit report 100% 12.5% Vũ Nguyễn 719H0027 Bình Giang Objectives analysis, design poster, powerpoint 100% 12.5% COMMENT TABLE OF CONTENTS CHAPTER 1: EXECUTIVE SUMMARY 1.1 Business background 1.2 Video OTT market 1.3 Digital marketing plan 2022 CHAPTER 2: MARKET OVERVIEW CHAPTER 3: SITUATION ANALYSIS 3.1 Bussiness overview 3.2 SWOT 3.2.1 Strength 3.2.2 Weakness 3.2.3 Opportunity 3.2.4 Threats 3.3 Competion 3.3.1 Netflix 3.3.2 FPT Play 3.3.3 VieON 3.3.4 K+ 10 3.4 Target customer 11 3.4.1 Demographic 11 3.4.2 Psychographic 11 3.4.3 Behaviouristic 12 CHAPTER 4: TARGET 13 4.1 WeTv S.M.A.R.T objectives 13 4.1.2 Measurable 13 4.1.3 Achievable 13 4.1.4 Realistic: 14 4.1.5 Specific timely 14 4.2 Goals for each stage 15 4.2.1 Awareness 15 4.2.2 Acquisition 15 4.2.3 Conversion 15 4.3 Kpi setting 16 CHAPTER 5: PLAN 17 Digital marketing channels: Error! Bookmark not defined 5.1 Paid media 17 5.2.Owned media 19 5.3 Earned media 21 5.2.4 Two Options + Actionable plan 21 5.2.6 Demo 69 CHAPTER 1: EXECUTIVE SUMMARY 1.1 Business background WeTV is an application to watch movies and TV shows with a variety of genres, recently launched by Tencent WeTV was launched in Vietnam in June 2020 to increase the reach of users and better serve viewers through the video experience WeTV initially broadcasted original Chinese programming that was dubbed into Thai Then, to suit the entertainment needs of audiences in many nations, it was created and upgraded with many more languages such as Vietnamese and Indonesian 1.2 Video OTT market Video streaming service is popular in the Vietnamese market with many suppliers like FPT Play, Zing TV, WeTV, Netflix, … With the current speed of internet development in Vietnam, people can access these types of services easily This report outlines the consumer’s behavior and habits about video streaming services Smartphones (76%) & smart TV (73%) are used the most when watching video streaming The majority of consumers watch videos at their homes (97%) with their partner (husband/wife) 45% Consumers prefer watching video streaming on topics related to "TV series/Feature film" (60%), "Music" (50%) & "Entertainment program/ Gameshow/ Reality show" (48%) Due to COVID 19, the number of users watching video OTT has increased extremely, because cinema is not opening, which is why people download video streaming applications Furthermore, people must stay at home, get lots of leisure time so watching films is one of the daily routines 1.3 Digital marketing plan 2022 Before planning, summarize the video OTT market to get important information about numerous users and how much they spend time Then analyze competitors, understand completely their strengths and weaknesses to improve our service and avoid their mistakes Next, analyzing SWOT, recognize what weTV has strengths and weaknesses and what chance or risk of the environment to guide WETV the right way to achieve higher goals Positioning target customers to choose suit channels to reach them effectively Move to objectives, analyze depending on SMART metrics, set customer journey, and last but not least KPI settings WeTV chose digital channels as social marketing, content marketing, video marketing, email marketing, banner display marketing and the last one is SEO The reason why they chose these is they are appreciated for WeTV's objectives in 2022 and popularity to approach audiences in Viet Nam For each channel, we set different KPIs A sum plan for the whole year, then each month demonstrates specific tasks and goals 2 CHAPTER 2: MARKET OVERVIEW According to the Viet Nam Digital 2021 report conducted by We Are Social and Hootsuite, Vietnam is a country with a large population, with an urban population of 36%, including 68.17 million Internet users and 65 million active users on social media In addition, the percentage of residents with mobile phone connections is up to 150%, corresponding to 145.8 million phones used This is a potential market for tycoons in the online entertainment industry, especially online movies, expanding the market WeTV is one of them Currently, the streaming tv service is increasingly popular in Vietnam with a variety of providers such as FPT Play, Netflix and VieOn, 42% of users spend an average of hours a day watching movies online according to Q&Me's report, February 2020 Statistics also show that the percentage of consumers who prefer to watch topics about feature films, music and other shows is 60, 50 and 48%, respectively In the field of feature films, Korean and Chinese films have been dominating compared to other countries' films Although this is the advantage of WeTV, the statistics show that WeTV only accounts for no more than 10% of the market share when measuring the user aspects, discussions on social media, Compared to its rival iQiyi, WeTV is currently somewhat inferior despite its very strong potential In Vietnam, WeTV currently has only nearly 411,000 and 20,000 downloads on the Play and App Store platforms However, WeTV's YouTube channel, which posts video clips related to the film, has a high interest of 2.58 million subscribers At the same time, WeTV's Facebook is currently having an unreasonable mark when it has more than 5.5 million followers but only nearly 800,000 likes However, it can be said that raising market share in the Vietnam market of WeTV is extremely feasible if there is a good strategy and way to implement it CHAPTER 3: SITUATION ANALYSIS 3.1 Bussiness overview WeTV is the international version, the Chinese version is Tencent Video腾讯 视 频 播放 器 (Simplified: 腾讯 视频, traditional: 騰訊 視頻, pinyin: Téngxùn Shìpín) is a Chinese video streaming website, owned by Tencent - the giant that dominates China digital economy with a market capitalization of 500 billion USD This group owns the social network WeChat with more than billion users As of March 2019, the site had over 900 million monthly active mobile users, and 89 million registered users WeTV is an entertainment application that is loved by many people, supporting use on both current popular mobile operating systems, iOS and Android WeTV provides a treasure trove of famous game show programs, attractive TV series, all exclusively provided with Vietnamese subtitles and the best picture and sound quality To watch movies and shows on WeTV, you must have this application pre-installed on your device We TV service is considered to be the most attractive service among foreign OTT applications being provided to Vietnam Tencent currently holds the rights to hundreds of thousands of Chinese movies with millions of hours of movies Therefore, We TV is providing tens of thousands of Chinese movies, series, TV series, game shows Just download the application, not need to register for an account, you can watch a lot of movies, game shows for free, with a lot of new content updated daily It can be said that Chinese films are very popular in Vietnam, and some domestic TV stations in recent years have also regularly bought Chinese films to broadcast on television We TV has the advantage of having a lot of content and appealing to Vietnamese tastes The remarkable thing is that all content has a Vietnamese subtitles version We TV service price is the cheapest on the current OTT TV market WeTV users have a fee of 25,000 VND/month, 55,000 VND/quarter and 259,000 VND/year With this subscription, the fee for using the VIP We TV package for year is only equivalent to using Netflix for month mothers Post short videos of movies which are displaying on Wetv Video 30 Post 90 Post 90 Video 30 Post images or pictures about movies or actresses to impress audiences Ins page Post images or pictures of some remarkable scenes of famous movies Post short video on reels instagram hot scenes of famous movies 32 Tik Tok page - Post short videos of movies Youtube Post some episodes of hot Episodes movies and allow audiences to page 90 which are displaying on Wetv watch with no charge in order to attract them and increase customer experience Short videos of some hot film (videos not go beyond minutes) _post on youtube short Tháng 4: Video Videos 10 50 Project Task KPI type KPI Budget target Google Ads Facebook On-going optimization On-going optimization Keyword 2000 115.000.000 CPC 50.000 125.000.000 CPM 1.000.000 165.370.000 Ads 33 Youtube Ads On-going optimization CPV 500.000 184.000.000 Instagram On-going optimization CPM 1.000.000 181.930.000 Tiktok Ads On-going optimization CPC 20.000 28.000.000 Display Design banner banner 500.000 Run display banner by GDN CPC 10.000 20.000.000 Transactional email: Send Number of 750.000 11.500.000 Ads banner Email notifications emails right away emails when customers interact with delivered the website Website Improve personalized user, suggest end-year films SEO Audit SEO Keyword research2 4.500.000 Refine keyword strategy 34 FB page Make lists of hot movies in April Post Post Video 30 Post 15 Post 30 Video 30 Post 30 Make lists of movies of favorite actresses Post short videos of movies which are displaying on Wetv Post films relating to family, friendship Post images or pictures about movies or actresses to impress audiences Ins page Post short videos reels instagram Post images of actresses or beautiful scenes 35 Tik Tok page - Post short videos of movies Youtube Post some episodes of hot Episodes movies and allow audiences to page Video 90 which are displaying on Wetv watch with no charge in order to attract them and increase customer experience Short videos of some hot film (videos not go beyond 03 minutes) _post on youtube Videos 10 50 short Tháng 5: Project Task KPI type KPI Budget target Google Ads Facebook On-going optimization On-going optimization keyword 2000 115.000.000 CPC 50.000 125.000.000 CPM 1.000.000 165.370.000 Ads 36 Youtube Ads On-going optimization CPV 1.000.000 130.000.000 Instagram On-going optimization CPM 1.000.000 181.930.000 In feed video ads of video about summer holiday CPC 20.000 28.000.000 CPC 10.000 20.000.000 Design and editing campaign banner banner 500.000 Relational email: Update Number of 750.000 11.500.000 news once a week emails delivered Ads Tik Tok ads campaign Display banner Email Run display ads by GDN Transactional email: Send notifications emails right away when customers interact with the website Website Exclusive contract with 4.500.000 specific film to have film with vietsub SEO Audit SEO 37 Keyword research Refine keyword strategy FB page - Make content of lists of hot Post films in May 10 - Seeding post list film about Mother’s Day Video 15 - Make content of lists of hot films in May 60 - Seeding post list film about Mother’s Day - Post short videos of movies which are displaying on Wetv Ins page - Post short videos of movies Post 30 which are displaying on Wetv - Post images or pictures about movies or actresses to Pictures 30 impress audiences Tik Tok - Post short videos of movies Video page which are displaying on Wetv 90 38 Youtube - Post short videos of movies Video which are displaying on Wetv 60 Tháng Project Google Ads Task KPI type Run ads poster about KPI target Budget keyword 10.000 276.000.000 CPC 100.000 250.000.000 summer holiday campaign Facebook - Run ads official poster of CPM Ads summer holiday campaign 2.000.000 330.740.000 - Tracking to control the campaign Youtube - Run ads official poster of CPV Ads summer holiday campaign 2.000.000 260.000.000 - Tracking to control the campaign Instagram Preparation CPM 2.000.000 363.860.000 Ads 39 Run ads about summer holiday campaign Tik tok ads In feed video ads of video about valentine campaign CPC 20.000 28.000.000 Display Run display ads by GDN CPC 20.000 44.000.000 Promotional email: Send Summer deals and Number of emails 1.000.000 13.500.000 banner Email information about Summer delivered events Campaign promotion Decrease 6.000 VND for first-time users who buy subscription 75.000 450.000.000 “Monthly subscription” on WeTV app Website Improve personalized user, 11.500.000 suggest films about summer SEO Audit SEO Keyword research Create link campaign 40 ... journey, and last but not least KPI settings WeTV chose digital channels as social marketing, content marketing, video marketing, email marketing, banner display marketing and the last one is SEO The... analysis, propose idea and complete digital marketing plan, POE media, executive summary 100% 12.5% Trương Nguyễn 719H0911 Hiền Thơ Propose idea and complete digital marketing, POE media, budget research... chance for WeTV because at this time, weTV is the best application which offers numerous Chinese entertainment relevance 3.2.4 Threats WeTV isn''t the only company in Vietnam that provides digital