Chuyên đề tốt nghiệp: Rebuild content strategy for mutex her factors affecting watching decision of married women

NATIONAL ECONOMICS UNIVERSITY FACULTY OE FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISHPHUNG THANH NGA REBUILD CONTENT STRATEGY FOR MUTEX HER FACTORS AFFECTING WATCHING DECISION OF MAR

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NATIONAL ECONOMICS UNIVERSITY FACULTY OE FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH

PHUNG THANH NGA

REBUILD CONTENT STRATEGY FOR MUTEX HER

FACTORS AFFECTING WATCHING DECISION OF

MARRIED WOMEN

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NATIONAL ECONOMICS UNIVERSITY FACULTY OE FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH

REBUILD CONTENT STRATEGY FOR MUTEX HER

FACTORS AFFECTING WATCHING DECISION OF

MARRIED WOMEN

Supervisor: M.A Le Thi Ngoc Diep

Hanoi, May 2020

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Phùng Thanh Nga — 11163597 — Business English 56A

ACKNOWLEDMENT

This research is the final thesis which finished my course of Business English in

National Economics University.

First, I would like to express my gratitude to M.A Le Thi Ngoc Diep, as myinstructor, who has provided me with invaluable instructions, consultants, commentsand guidance to my study

Second of all, I would like to give my sincere thanks to all of the professors,lecturers, instructors and teachers of National Economics University in general andFaculty of Foreign Language in particular, who have taken time and effort to helpme to acquire knowledge and skills during my four-year course

Thirdly, I truly appreciate the leaders, co-workers and other staff members at ViralHome, Viva department and Human Resources, Zamba department in VCCorp JointStock Company, who guided me and gave me valuable practical experience during

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EXECUTIVE SUMMARY

In today world, with the great number of people has a Facebook account, manyenterprises have successfully moved their business to the Internet Mutex,belonging to VCCorp Joint Stock Company, has also taken Facebook video as oneof their business However, the content strategists have not explicitly standardizedcriteria for their fan page Mutex Her, which leads to a waste of time and labor force.The current dissertation, “Rebuild content strategy for Mutex Her: Factors affecting

watching decision of married women towards videos on Facebook”, is conducted to

solve their problem

The main objective of the study is to evaluate fan page Mutex Her’ currentefficiency and find out basic elements having considerable impact on watching

decision of married women who use Facebook through fan page’s statistics

Moreover, by applying online questionnaires, other subjective factors will be foundout Then the data collected will be adopted to discuss about their most interest andtheir will toward Facebook video

After the discussing process, solutions and recommendations corresponding to the

findings of the research are given by the student with a view to helping the strategist

team of Mutex has a deeper understanding about their target audience andsuggesting a more appropriate content strategy

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LIST OF ABBREVIATIONSeWOM: electronic Word of Mouth

KPIs: Key Performance Indicators

MC: Master of Ceremony

SEO: Search Engine Optimism

WOM: Word of Mouth

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LIST OF FIGURESFigure 1.1: The Mutex team StTUCfUTC - (5 E119 1S nh ke 6

LIST OF TABLESTable 660x000 A11á1áắá 15Table 3.2: Total Minutes iewed - - c1 HS HH 16Table 3.3: Source Of fTAfẨTC G 19111 HH 17Table 3.4: Returning VICW€TS - G 1x HH TH HH Hà 18Table 3.5: Top 10 contents of most viewed VI€OS -< - Sky 19Table 3.6: Top 10 contents from returning VI€WTS <5 S11 + se 20Table 3.7: People engagd - s sH H H g 21Table 3.8: Top audience ÏOCAafIOH óc + 11 TH TH 22

LIST OF CHARTS

Chart 660 230.86200901010806 24Chart 3.3: The Mutex Her known rate - - - s nxnnntnnHnnHknnk ng rưy 24

Chart 3.4: Audiences lever of ITIET€SÍE - óc 3119191 ng ng ky 25

Chart 3.5: Content and eXpT€SSIOII - 5G 111110011199 1 ng net 26Chart 3.6: Title, voice, illustration of published Videos 55+ <++++<ss2 27Chart 3.7: Celebrities’ Lives S111 TH vip 28Chart 3.8: Smart CIC 28Chart 3.9: Foreign husband - - - - <1 11901 19930 119 1 1n ng 29Chart 3 10: Bizarre love ÏIV€S Ăn HT ng HH 29Chart 3.11: Miserable marriage - - <5 5 <1 1613111111133 1 1999 1 nen 30Chart 3.12: MotherhoOdd - 5 1192011 1v ng HH 30

Chart 3.13: The secret of marriage eee ee G1 11 9v TH HH 31

Chart 3.14: May-December relatlonShI - - c1 vn ng kh 31Chart 3.15: Temperament Of WOTTEI 5 5 1192101123011 3 11 199 vn ng ng 320.0125.028 e 32Chart 3.17: Third wheel 1011757 Ö 33Chart 3.18: The secret of beauty - c1 1111k 33Chart 3.19: Effective VOIC€ Q0 HH 34Chart 3 20: Effective 1]ÏusfrafIOn - - - << 6< + 1111311111151 111199 1 HH, 34

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TABLE OF CONTENTSACKNOWLEDMENNT co co cc CC G0009 6 669.999.9606 9.9999966666688899999966 1EXECUTIVE SUMMARY G0 0000009090999 00909.999666666666899996 IILIST OF ABBREVIATIONS sccssscscccccssscsssccccccccscsssssccccccseccsssccscccceseecssees IllIINXMN0)089/010 40.77 IVIiNXMN0)00 9100.7777 IVLIST OF CHHA ÏTS - GGGGG G0 0006666699996 666 89.9999.6666 699999996666666669999 IVTABLE OF CONTIENTS - co Go G0000 00.0006 0669.9995.96 066 99999696666666869999956 VvI6 0 49)0)60 0190) = 1

1 INTRODUCTION TO THE RESEARCH TOPIC - << << SE s£* se se+ 1

2 RATIONALUES - CC 3300201100 209100 11v 1E ve” 13 RESEARCH OBJECTIVES -L - CC 101100911 TK nu ky 34 METHODOLOGY - CC c c1 0E10 2911300 291100 111v nu TT ven 3

“TL in ẻnn nh nn 34.2 Data Collection ÏHSÍYUHIN€HIES SSQ SE ve 4

4.2.1 Fan page’s Insights AnalysÏs -Ă Sư 4

4.2.2 J9) C0 8n a ‹‹-4 45 SCOPE OF THE STUDY - - LG G1 18101301E8010 3110950 51115 1111 51 11v 1kg vu vn 56 RESEARCH QUESTIONS - - G cE 1112385115511 E11 1111111111111 1111131111111 1 9k key 57 ORGANIZATION OF THE RESEARCH -G - CC 11 3811111111111 3 E11 EEkscee 5CHAPTER 1: INTRODUCTION OF THE MUTEX TEAM’S PROBLEM 6

1.1 OVERVIEW OF MUTEX TEAM - - << < C11 E111 1E 10 361101 9 11v 111v vs, 61.2 THE DIFFICULTIES OF MUTEX TEAM - - - << < E111 E111 EEssreess 71.3 OPERATION PROCESS AND PROBLEM SOLUTIONS OF MUTEX TEAM 81.4 COMMENTS ON THE CURRENT SITUATION - ¿<< << 1s s£eees+ 8

2.1 THE DEFINITION OF CONTENT STRATTEGY - 2G + 1S vn ng 9

2.2 THE IMPORTANCE OF A COMPETENT CONTENT STRATEGY -+- 10

2.2.1 Get noticed by their target CUSCOMETS ccscccccccceceseesseeeeeeetneesnteeeeeeeenenes 102.2.2 Convey the message of the organization to customers through content

CTCAUION cceeeceseccceccccceccceecceeceeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeeees 10

2.2.3 Customers attention span is getting SROTTCL cccccsceesceesteteneeesnseteaees 102.2.4 Brand’s COMMUNILY H"AHGĐCIHHCHIÍ kg vkhgvkreh 11

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2.2.5 Community T€SDOTISIDIÏITW HH HH kh Il2.3 HOW TO IMPLEMENT A CLEVER CONTENT STRATEGY ON FACEBOOK? 11

QiB.L Set the SOS nnốốốằ Il2.3.2 AUCit COHIE€THE, SH HH Il

2.3.2.1 Page insights on FacebOOK c1 vn rey 122.3.2.2 Facebook Insights in Creator Sfudl1O cs + ksssseekrses 132.3.3 Define target CHSÍOHHIƠ TT TT vn ng xà 132.3.4 Develop Content sfAHÌ@FÏS - c1 1v kg vy 13

2.4 DISCUSSION ABOUT CONTENT STRATEGY cccS vs 14CHAPTER 3: FINDLNGS Go «SG Ọ HH Họ lọ 0 00906 08 15

3.1 THE GOALS OF THE PAGE - - Q33 E1%01010331111111 101 111111111111 1111k 153.2 AUDITING CONTENT FOR MUTEX HER 3+ + ‡‡‡kssxssssrsssssses 15

3.2.1 Evaluation of Mutex Her * Ẵ@[ÏÏCÏ€HCV e cv EkSSkkEksesekreee 15

SN Ni an 153.2.1.2 Video 1ns1ghfS - - - - 1 1n TH HH 163.2.1.3 Audience 1nsIglh(S - «s2 HH kh 21

3.2.2 Discussion about Mutex Her’s efficiency ccccccccccccscccerscsenseeesseceeteeenseeens 22

3.3 DEFINE TARGET AUDIENCES ccccccccccccesceesceeseeeeeeeeeeeseeeseeeseeeseesseesesessseeeeess 23

BBD, Ga coidt3 233.3.2 Location and Mutex Her Known rte - 5c 311k svkkkess 233.3.3 Mutex Her popularity evaluated by ƒỌÏOWTS «725 vsss 24

3.3.3.1 Fan page aff€TLIOH - cv HH HH ngu 243.3.3.2 The effectiveness of video formation elemenIs - - «‹ 263.3.4 Married women’ interest and PAIN DỌHÍS - cà sSskkssseereee 28

3.3.4.1 Their favorite fODICS - Ă L1 HH kg 283.3.5 Respondents’ interest on voice and illustrations of videos on Facebook 34

3.3.5.1 Effective VOIC SH HH nh 343.3.5.2 Effective 1lÏuSfTafIOT - c SH HH 343.3.6 The questionnaire results of the types of videos audiences would like to

SCC ON FC€OOĂ co nh 35

3.4 MUTEX HER STANDARDS FOR VIDEOS - 5 nhiệt 35 3.5 DISCUSSION ABOUT THE FINDINGS 2221213111111 xe 35

CHAPTER 4: RECOMMENDA TIONS - G0 HH 01090608 36

4.1 SUGGESTIONS FOR RE-CONSTRUCTING CONTENT STRATEGY FOR MUTEX HER"HD 36

A.D 1 Set the QOS nn 36

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4.1.2 X\ 8 0nnđaadỔẲẢỐỔ - 364.1.3 Define target QUCÌI€HCS SH ng it 37

4.1.3.1 Married women’ interest topic - 5s + ksseeseseerersee 37

4.1.3.2 Other ÍaCẨOTS G1 HH HH ki 374.1.4 Develop Content sfqHÌ@FdỈL c cv ve ky 36

4.2 OTHER RECOMMENDATIONS - + + << + + 1001010101111 1 913 1635153515315 2x22 39 4.3 COMMENTS ON THE CHAPTER 4 - LG (+ + 1 10110111 2 1 2 3 3313333183555 2x22 40l0 0) 0 H602 000 ÔÔÔỒ 41

1 SUMMARY OF THE STUDY c1 1311011010101 101 0101111111011 11 3 vn 41

2 LIMITATION OF THE STUDY 2 1E E3 ng nghệ 41

3 SUGGESTIONS FOR FURTHER STUDIES +5 +55 << 2+3 3£ ££££££++xs 41REFERENCES

APPENDIX

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INTRODUCTION

1 Introduction to the research topic

This study aims at helping marketers, who work in Mutex team and for students

who take content strategy as their future career, to clarify the importance of thistype of marketing, the process of developing a competent content strategy and

giving some recommendations to the current content problem of Mutex

According to the statistics of Datareportal, Vietnam is one of seven countrieswith the highest number of Facebook users In 2019, Vietnamese Facebook’susers spend an average of 6 hours 42 minutes per day participating in internet-related activities In addition, 2 hours 31 minutes a day are the average time theytake to watch streams or online video Therefore, Facebook is a fertile field forbusinesses to make profit from

Now as Facebook is more than a social network, building a strong fan pagebecomes crucial activity for media companies However, the difficulties incatching the latest trends while creating sustainable values might be a challengefor the content strategists Therefore, their job is to ensure the popularity of thefan page and avoid nonsense content

As an internship in Mutex team, VCCorp Joint Stock Company, I haveunderstood the importance of a content strategy, as well as experienced the

incurred problems of running a fan page, in my case, Mutex Her aiming atmaking entertaining videos for married women I hope my study will become a

reliable source to help the team build the page On the other hand, for academicpurpose, content strategy for a Facebook fan page is a new and interesting

subject that has not received enough concern in earlier researches To optimize

the quality for the page Mutex Her, my study will be: “Rebuild content strategyfor Mutex Her: Factors affecting watching decision of married women towardsvideos on Facebook” In this report, a detailed outlook on the content of the pagewill be performed and some recommendations will be provided to help the pagedeal with current problems

2 RationalesWith the strong development of a vast well-invested Facebook fan pages, thephrase "Content is king" has no longer been unfamiliar to marketers They haveto manage content uploaded, constantly come up with new ideas while conveying

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the message of the business to their audiences Especially for oriented fan pages, their difficulties are to keep up new trends and create long-term values in order not to be judged as cheap and unqualified

entertainment-Having operated since 2006, VCCorp Joint Stock Company (also known asVCCorporation or VCCorp) has been a pioneer in the field of digital marketing

and technology With more than 10 years of establishment and development,

VCCorp has built a vast Internet ecosystem with many creative and usefulproducts in many fields covering over 90% of Internet and mobile users Theyhave contributed greatly to the development of Vietnam Internet for the pastdecade

Their products includes ecommerce, online advertising, online media, mobilecontent, game online, digital content and social media Their five departments,Zamba, Vccloud, Admicro, Soha Game and Viva, help Vccorp to be in charge ofthem

Viva department concentrates on building social media platforms The pageMutex, run by Mutex team, is one of their platforms It is a new technology/video format for the content production market in Vietnam Mutex, a way offorming words called Blending, is a combination of mute and text Mutex Clipmeans using text as priority to convey the message of the brand It allows usersto watch and understand the meaning of the video without turning on the sound(Phuong Thao, 2018)

Since December 2019, the team has built two other pages named Mutex Her forwomen and Mutex Famous for showbiz stories However, on January 2020, after

weighing up the pros and cons, they decided to stop running Mutex Famous

Mutex Her is an entertainment information video page about women, marriage,family and love Basically, there are 3 steps for making a video First is findingnews about women on the Internet Second, re-write it and last is editing thevideo in the form of Mutex Clip However, they do not really have a strategy forthe fan page since the videos uploaded depend on the news that the teammembers can gather on the internet

As an internship in Mutex team, I believe that this research “Rebuild contentstrategy for Mutex Her: Factors affecting watching decision of married women

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towards videos on Facebook” is necessary to raise fan page Mutex Her inparticular and to increase the popularity of Mutex and Vccorp in general

3 Research objectives

General objectives: Through this research, the Mutex team will be able tounderstand intensively about their target audiences and therefore come up withmore effective and suitable content strategy

Specific objectives: The purpose of the study is to rebuild a strong contentstrategy for a video page and raise people awareness about the brand Mutex and

Mutex Her The study will have a thorough look on the page’ target audiences,

who are married women and also evaluate the effect of voice-over video onwomen and identify features that might influence on videos’ clickbait rate Suchvariables as title of video and graphic design will also be taken in toconsideration And finally are some suggestions to improve the situation

4 Methodology

4.1 Research ProcedureFirst, after selecting the topic, the data which are available from Mutex Her'spage insights will be collected such demographics as gender, age, and the

location of the respondents

Second, in order to get the different source of data to double check theinformation of Mutex Her, a survey questionnaire will be designed anddistributed to the participants

There are two groups of respondents:

The first group is women following the page This group will evaluate the

popularity as well as current content of the fan page They also give somecomments on elements that make up the videos Therefore, if possible, they cangive feedbacks and recommendations as well as showing their interest to whatthey want to be in the videos on Facebook to help improving Mutex Her’s

content.

The second group is women who do not follow Mutex Her They are also MutexHer’s target audiences but has not had the chance to get to know the page yet.They with the first group will share their hobbies and personalities through

answering questions

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From the findings, some recommendations will be pointed out to help solve thecurrent problems at Mutex Her

4.2 Data collection instruments

4.2.1 Fan page’s Insights Analysis

Fan page's insights provide an overview of the effectiveness of a fan page in a

specific time period The selected factors are page summary, video insights andaudience insights This is the primary dataset giving the first overview of fanpage To utilize the effectiveness of the study, data will be extracted from themost 3 recent months, which are January, February and March of 2020

Firstly, the page summary illustrates an overview of the fan page The researchercan evaluate whether or not the previous content strategy variation of the Mutexteam are effective

Secondly, the video insights illustrate the current situation of the uploadedvideos, the loyalty of the audience as well as showing where the majority ofviews come from or which videos have the ability to create the "loyalty" of theaudience Video insights also show what content is most popular amongaudiences

Third are audience insights Audience insights show the age, gender and

whereabouts of followers on the fan page Audience insights are importantfactors in determining the demographic of the person being surveyed

4.2.2 QuestionnaireThis questionnaire is a series of 8 questions, which can be divided into 3sections:

Section 1 (from question 1 to question 3) will define the basic information of thesurvey participants This section collects their demographics that help the surveygo in the right direction

The second section (question 4) will be the core part that helps evaluate theeffectiveness of the fan page Mutex Her The questions in this section should beanswered by top fans of the page There are two types of questions, which aremultiples choice questions and evaluation ones Multiples choice questions helpstrategists sort out audience interest level for fan pages The evaluation questions

will include a series of statements about elements of a video such as content,

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title, voice and illustrations of the video In addition, page followers will alsoparticipate in rating the most popular content on the page

The last section (question 5 to question 8) is answered by women who eitherhave or have not followed the page This section is added with a view tobroadening the existing audience on the fan page and providing a formula for the

target segmentation The questions in part 3 mainly focus on the topics about

which women care most on Facebook A number of other factors such as theirinterest in the voice of the MC or the illustrations in the video are given Andfinally are their recommendations for video content appearing on Facebook

In order to reach the target doers, I will post the survey on fan page Mutex Her,so that a large numbers of top fans will be able to answer it Moreover, thesurvey will be tagged on the comments of most engaged videos with a view toreach other Facebook users In addition, if necessary, I will post the questionnaire

on local groups in Ho Chi Minh city, Ha Noi, Hai Phong and Da Nang, where ahuge number of citizen who have smartphones live

5 Scope of the studyBecause of the time constraint, the study only focuses on married women above

18 They are mostly from urban area in Vietnam where a remarkable number of

them have smartphones, living in big cities in Vietnam like Ho Chi Minh City,

Ha Noi, Hai Phong and Da Nang, where fans are more than 300

6 Research questionsThis study is conducted and analyzed to answer these following questions:

1 What are the current problems of the content of the page?2 How does the current ineffective content of Mutex Her affect Mutex teamand Vccorp in general?

3 What should be done to improve the page Mutex Her in terms of itscontent?

7 Organization of the researchThe research will be divided into 4 chapters:

- Chapter 1: Introduction of the Mutex team’s problem

- Chapter 2: Theoretical framework of Content Strategy- Chapter 3: Findings

- Chapter 4: Recommendations

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CHAPTER 1: INTRODUCTION OF THE MUTEX TEAM’S PROBLEMChapter 1 is a brief overview of Mutex team and their current issues In thischapter, readers will be able to understand the structure of the team, the field in

which they work and the pages they are in charge of or responsible for

supporting and vice versa The problems they are facing and their solutions willbe introduced in this chapter

1.1 Overview of Mutex team

Department: Viva, VCCorp Joint Stock Company

Representative: Ms Dong Thi Bao Linh

Leader of Mutex: Mr Cung Hoang Giang

Leader of SEO team: Mr Tran Cong Tuyen

Figure 1.1: The Mutex team structure

Working fields: Mutex is operating in only one main field, which isentertainment They have always been known as innovators who create a newform of clip named after them The team’s main segments are adults above 18

The main products they produce are videos which provide information from latest news to interesting knowledge that few people know Mutex and other

entertaining teams such as Welax, Channel 14 or Afamily have been working

well together to promote VCCorp’s online media.

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Fan page system:

- Mutex

- Super Trend Viral- Mutex Her

- Mutex Famous (Stop running)

- He reading stories (Chu doc truyén)

Supporting fan pages:

- Channel 14 (Kenh14.vn)- aFamily.vn

1.2 The difficulties of Mutex teamAlthough VCCorp have operated for 14 years and experienced a variety ofvicissitudes, Mutex has only been created for less than one year With theadvantage of being the pioneer in creating a new form of video, their popularityincreased incredibly fast However, with the trend of consider Facebook videosas one of the business, many new competitors appear and imitate the way Mutexedit theirs Moreover, its competitors are too favored due to the low copyrightbarrier of Facebook as they re-post popular videos from other platforms MutexClip format’s differentiations from the early months have gradually diminished

Moreover, other difficulties arose with the young enthusiastic team due to theinexperience in their strategy to expanding its product range Not only did theylose their competitive advantage but they also put too much pressure onattracting the novel segmented customers: married women

Being a new comer in the field, Mutex team is not fully aware of the importance

of content strategy since they rely too much on SEO in order to develop fan page.Their content for Mutex Her has not specified for specific audience because theyimply their target audiences as “women older than 18” This results in the teamnot making the most of their capacity and even lost from its segment (because apage with confused content cannot be fond of by its members until therequirement quality of video post is met, and in that period of time, they canprobably unlike the page)

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1.3 Operation process and problem solutions of Mutex team

In the first two months, they aimed at posting 12 posts/day including 10 photos

posts and 2 videos ones 10 photos posts should be young and funny about girls’

daily life and 2 videos ones tended to focus on marriage, bizarre love, raising

child and so on So wide was the content strategy for a brand new page thataudiences’ engagement maintained low and fell down week by week

Thus, their solution to this problem was to cut down 10 photos posts and raise thefrequency of videos to 4 posts a day The page has also been supported by SEO

team and series of Vccorp’s networks like Channel 14 or Afamily, however,

interaction has not increased much compared to the rise of followers This issue

is due to the fact that when large pages share Mutex Her’s video, they

accidentally attract several groups of audiences who only like the video but payno interest to the page However, they like it as a habit Therefore, attracting newaudiences has been more and more challenging In addition, the content of thepage does not serve all types of page audiences and only focuses on what news

the team can gather from the Internet

In fact, an additional group called “Mutex”s top fan” has been created to raise theviews However, until March of 2020, they have not had a strategy for this group

yet.

1.4 Comments on the current situation

In order to overcome the situation, Mutex has to review and restructure thecontent on the page So rush was the team that they did not plan a clear contentstrategy before launching a new page No matter how good the supporting is,content is a long lasting factor to develop a fan page

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CHAPTER 2: THEORETICAL FRAMEWORK OF CONTENT

STRATEGYChapter 2 will give readers basic understanding about content strategy, especiallyfor a community fan page The three parts are the definition, the importance andthe procedure to implement a content strategy

2.1 The definition of Content StrategyIn the field of content marketing, a book called “Managing Enterprise Content:Unified Content Strategy” looking into understanding content plan was writtenby in 2003 The book employed content strategy definition as “a repeatablemethod of identifying all content requirements up front, creating consistently

structured content for reuse, managing that content in a definitive source, and

assembling content on demand to meet your customers’ needs” Moreover, they illustrated that valuable content strategy can help the enterprise to “avoid the

content silo trap, reduce the costs of creating, managing, and distributing content,and ensuring that content effectively supports your organization and customer

needs” (Rockley, Kostur, & Manning, 2003)

Another writing which sees strategy as a way of content management andsatisfying customers was conducted by Brands Vietnam With a view todifferentiate Content Marketing and Content Strategy, they unequivocallyillustrated content strategy is to give orientation, principles, templates, methodsand tactics to develop content for marketing objectives (Brands Vietnam) Agood content strategy will help build a solid framework for the website structure,focus on important keywords (in SEO), identify the types of content and writing

style as well as the process of effective posting, and above all ensure to meet theneeds and desires of the target customers in each stage of development of the

website /brand

Consequently, Content Strategy in this present dissertation is conceptualized asan approach to consistent content materials that are to achieve communicationgoals of the enterprise Content strategy will determine the related contentmarketing In this context, Content Strategy is visualized as direction for thevideos on Mutex Her which interest the audiences and encourage them to watch

more.

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2.2 The importance of a competent Content Strategy

As Kathi Kruse, founder of Kruse Control INC, contends “everything begins

with content strategy” (Kruse, 2017) Moreover, it is the solid plan that guides anorganization to succeed Thus, I infer that there are five reasons why a companyshould provide an optimal strategy before publishing content

2.2.1 Get noticed by their target customers

Facebook’s algorithm allows a brand to be easily found by customers However,

in order to be found, their content must response to the ranking signal Userexperience is one of the most Facebook’s priority, which every of their toolssupports to it They will increase the interaction for posts that brings goodexperience based on users’ behavior and interest which collected by Facebook’sBig Data (Đức, 2019) Therefore, after taking customers’ behavior and interestinto account, organization will see the picture for relevant content

2.2.2 Convey the message of the organization to customers through content

creation

Jumping into social media and digital marketing without establishing company’saim through the content strategy process creates hollow messaging Nonetheless,not many enterprises have successfully implemented a wise content strategysince a multitude of companies only target to maximize and proliferate their

brands’ pages interaction and engagement without any purposes, which in turn

gain no benefit to what they sell (Lý Bau, 2013) Since Facebook fan page is a

representative of the brand, it must be taken care of carefully Not only does a

wise content strategy help to persuade customers into favoring the brand, it alsobrings encouragement and inspiration to the employees to take part in theirbusiness

2.2.3 Customers attention span is getting shorter

According to the National Center for Biotechnology Information, the averageattention span of human has dropped from 12 seconds in 2000 to 8 seconds in2015, which is one second less than the attention of a goldfish (Kruse, 2017) Ahigh quality strategy will keep customers paying attention to the brand’s content.Furthermore, if an audience visits company’s social media, within 8 seconds,they have to clarify their message and display an advantage to him or her, whichin long term turns an audience into customer

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2.2.4 Brand’s community managementIn the modern world of marketing, word of mouth (WOM) has no longer been anunfamiliar term to marketers In fact, the term has been innovated to digital word

of mouth (eWOM) (Enchev, 2016) One of a few extensive surveys that take intoaccount eWOM was carried out by Roise Murphy in 2019 She assumed that interms of trusting a business before buying any items, consumers tend to read anaverage of 10 reviews even though they are from online strangers (Murphy,2019) Marketers should draw a map of customer’s journey and step by stepdeliver an extreme experience each step of their way

2.2.5 Community responsibility

Kruise has found out that 64% of millennial have a possibility of trusting andstaying loyal to companies that are willing to make a difference to social andenvironmental problems Also 36% of consumers share content because they careabout the issues If a brand can thrive on the emotion of their target customers,they are sure to be in their prime (Kruse, 2017) Therefore, an optimal contentstrategy is to utilize the stories of the business, the employees and the customersthat develop brand awareness and engagement

2.3 How to implement a clever Content Strategy on Facebook?The following sections synthesize the four-step procedure relating to Content

Strategy operation based on other marketers’ viewpoint.

2.3.1 Set the goals

According to Marketing AI, a strategist should begin with a vision of company’simage in long term as well as an operative view to achieve that goal In otherwords, Content Strategy is an organization’s basic grounding Although astrategy is firm and steady, it should be able to modify under variablecircumstances (Thao, 2017) Once the big picture can be seen, start to set smallergoals for each stage of the strategy

For building a Facebook fan page, the strategist must identify the goal, whetherto build a community page or a fan page to sell brand’s products or both In this

case, Mutex Her is a community page

2.3.2 Audit Content

Content Audit is the work of checking, editing and refreshing old, poor quality

content to bring the most useful information to users (Đức Nguyễn, 2018).

Content Audit allows strategist to control the quality of products, which in this

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context is video post, and give an opportunity to vary them if possible It alsohelps identify any duplicate content, reuse content, and delete or update outdated

content Moreover, through content audit, strategist can rebuild fan page’s overall

fan page The amount of information provided includes:

Overview of fan page performance (Page summary): The dataset are calculatedby the nearest day, week and month Each criterion in the overview has separate

section, of which explanation in detail is provided

There are 6 criteria on page insights which will be used in the dissertation:

- Page Views: The number of time a page profile has been viewed by

logged in and logged out people.- Page Previews: The number of time people hovered over the page nameor profile picture to see a preview of page content

- Page Likes: The number of new people who have liked a page.- Post Reach: The number of people who saw any of page posts at least one.- Post Engagement: The number of times people engaged with page poststhrough reactions, comments, shares and clicks

- 3-Second Video Views: The number of times page’s videos played for at

least 3 seconds During the single instant of video playing, Facebook willexclude the time replaying the videos

- Page Followers: The number of new people who have followed the page

Overview of people who are engaged on page (People engaged): The dataset areaggregated and classified based on gender, age, and whereabouts

Page insights also helps strategist to manage advertising activities, online time offans, events created on page and page messages However, for the purpose of thestudy, I will not refer to these data

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2.3.2.2 Facebook Insights in Creator Studio“The Insights tab in Creator Studio Facebook shows you a variety of metrics thatgive you insight into your Facebook content, your Pages and your earnings”

(Facebook, 2019) The advantage of creator studio is that strategist can customize

the time to export metrics according to his or her purposes The followingsections are provided in insights:

Video performance: The data are given on the performance of page’s videos,

shared and crossposted videos (Crossposted video is a video used across multiplepages Only admins of the page can crosspost videos (Facebook, 2020)

Loyalty: The loyalty insights allow strategist to keep track of the new followers,frequency of audiences watching and the times they are returning to watch

(Facebook, 2019)

Facebook Insights in Creator Studio also helps strategist to manage pageearnings However, in the context of Mutex Her, I will not refer to this section

2.3.3 Define target customer

As aforementioned, understanding customers’ demands is extremely significant.These tables of content are recommended (Thao, 2017):

- Demographics (age, gender, geography, )

- Their main channel for communication.- Their influencers

- Their pain points

Depend on each circumstances, defining customers’ demand process will vary

2.3.4 Develop content standards

The strategist makes their choice to progress a fix set of available standards thattheir team members follow The standards in this situation can be either the typesof topic which should or should not be mentioned or the style of writing andphoto design (Bùi Hau, 2019)

In addition, a skilled strategist might model out some drawbacks which can be

encountered when running organization’s content strategy such as human

resource deficient, technology lacking, shortage of experience and so on He or

she should limit the transmission of information; nevertheless, provide it enough

for other departments to get support

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2.4 Discussion about Content StrategyAlthough a Content Strategy can vary under specific circumstances, it shouldfollow the basis above As in context of Mutex Her, a well-designed Content

Strategy is a direction to raise interaction on videos uploaded on the page

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CHAPTER 3: FINDINGS

Chapter 3 is findings about Mutex Her’s four-step procedure of re-structuring a

content strategy: Auditing content and defining target customers/ audiences

Such factors also be discussed are whether the current content strategy is

targeting the right audiences or conveying the message of the brand, whetherMutex manage well their community and whether the content attracts theirfollowers

3.1 The goals of the pageDespite having launched for more than 3 months, Mutex has not set a specificgoal for the page yet This is due to the KPIs that had been set to the team by therepresentative and other senior officials

3.2 Auditing Content for Mutex Her

3.2.1 Evaluation of Mutex Her’s efficiency The tables below were extracted from fan page Mutex Her’s insight The dataset

from December, 2019 was too small to read

3.2.1.1 Page summary

The table below illustrates page summary of Mutex Her in the first three months

of 2020:

Table 3.1: Page summary

January February March

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As aforementioned, in the first two months of running Mutex Her, which meansDecember 2019 and January 2020, they posted 2 video posts and 10 photo onesper day, which explains the low January indicators The dataset in February andMarch reflects correctly the efficiency of Mutex’s strategy variation Especially,in February, Mutex Her had the most videos which got the most reactions from

Facebook’s users However, because of the instability of the content, March

indicators decreased The differences in the figures between February and Marchare rather substantial, which promotes student to look back at the page content

It can be seen that Post Reach and 3-Second Video Views are the two highestfigures, while Post Engagement is comparatively low, which is only about oneseventh of Post Reach On the one hand, it is because the sharing support fromSEO team and large pages such as Channel 14 or Afamily do not really reach thetarget audience The result is other figures remains low before and after strategyvariation On the other hand, although the sharing support does reach the sometarget audiences, it is the content that drops other indicators

3.2.1.2 Video insights

3.2.1.2.1 Video Performance

The table below states Mutex Her’s Video Performance in the first three monthsof 2020:

Table 3.2: Total Minutes Viewed

Total (min) 8M 25.4M 21M

Posted (%) 53.2 48.9 7717

Crossposted (%) 34.6 4.94 2.94

Shared (%) 12.2 46.2 19.4

Followers (%) Not found 1.09 1.46

Non Followers (%) Not found 98.9 98.5

Source: Fan page Mutex Her’s insights in Creator Studio

Note: Since February, Mutex Her limits the number of videos being crosspostedin Channel 14 and Afamily

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The minutes viewed of posted videos in February were quite equal to these ofshared videos, while in the two other months those figures were recorded muchhigher Similarly, the non-followers who watched videos in both February andMarch were the majority compared to the total number of followers, whichmeans the content did not attract their own followers

On the bright side, despite their low interaction, Mutex does not trying to

maximize and proliferate their fan page Mutex Her interaction and engagementwithout any purposes, which is a taboo for a page as mentioned in Chapter 2.They still follow their standards of posting such as maintaining their ways ofmaking videos or their copyright for posts, which is still conveying the messageof the brands

3.2.1.2.2 Loyalty insights

The tables bellow summarize Mutex Her’s follower activities:

Table 3.3: Source of traffic

Total views (Min) 8M 25.4M 21M

Recommendations (%) 77.3 52.9 79.3

Followers (%) 10.9 1.09 1.46

Shares (%) 11.8 46 19.3

Source Fan page Mutex Her s insights in Creator Studio

The table shows that most of the watching came from recommendations ofFacebook, while only a few followers of the page watched videos As can beseen from the table, in February, 46% of views came from shares, which meansnot only was the content popular, but it also encouraged the audience to takefurther action, in this case, to share

Although most Facebook algorithm documents are surmised, there are foursituations when Facebook suggests a video from a page to its users: after anaudience watches a series of videos that are similar to those of the page (1), afteran audience watches one video from that page (2), after some of friends watch avideo of the page (3) and when a video of the page goes viral in a Facebook

group (4)

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However, up to now only situation (2) has been recorded First, the content teamof Mutex has not kept track of other pages which also serve married women Asaforementioned, they usually focus on what news can be gathered from theInternet to make a video Therefore, they do not really know exactly when thesituation (1) is occurred Second, the situation (3) has not been recorded due tothe fact that beside the content team, there is a supporting one who takes care ofthe videos Their mission is take control of the brand community by boosting thevideo views by giving valuable comments that the audiences either agree ordisagree but are encouraged to give their own opinions They also createFacebook clones whose friend lists are people at the target audiences.Nevertheless, since there is no policy for the KPIs, no member from the team is

willing to try their best In addition, the leader of the supporting team isresponsible to keep track of Mutex Her’s efficiency, but he has not done his dutyyet As for the situation (4), the supporting team are having trouble of making avideo go viral in a Facebook group because most of relevant groups have tightentheir policies which do not allow other pages to advertise their products In fact,

an additional group called “Mutex’s top fan” has been created, however, the team

do not know how to build it Henceforth, no Facebook video suggestion hasoccurred in the situation (1), (2) and (4)

As mentioned in the chapter 2, a good content strategy leads to a well brandcommunity management Thus, besides improving the content of the video beingposted, Mutex team should also take the supporting team issues intoconsideration

Table 3.4: Returning viewers

Week 1 Week 2 Week 3 Week 4 Week 5

January 1,001 2,115 17,336 12,656 8,512

February 8,512 8,877 22,875 123,572 281,586

March 103,672 88,332 33,962 70,360 125,140

Source: Fan page Mutex Her s insights in Creator Studio

Returning viewers are people who viewed at least one minute of the page’s

content in the previous week and then returned to view at least one minute of

other videos in the following week (Facebook, 2019) The returning viewer

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