Subject digital marketing final report company schanel

This is a channel for information technology and entertainment - an indispensable daily "spiritual food" for many young people in Vietnam.. Established in 2012 after more than many years

TRAINING HOA SEN UNIVERSITY FACULTY OF MANAGEMENT ECONOMICS

SUBJECT DIGITAL MARKETING FINAL REPORT

Company:

SCHANEL

Instructor: Jorge Martinez

Subject: Digital Marketing

ID class: 0100

March 10th, 2022

MINISTRY OF EDUCATION AND

TRAINING HOA SEN UNIVERSITY FACULTY OF MANAGEMENT ECONOMICS

FINAL REPORT

Subject: Digital Marketing

Class: 0100 Instructor: Jorge Martinez

Company: Schannel

Member:

Nguyễn Thị Trúc Quỳnh 2195248

Nguyễn Hoàng Phương 2184406

Nguyễn Hoàng Gia Bảo 2183488

Phan Thị Phước Thành 2195022

March 10th, 2022

ABSTRACT

This project is a good opportunity for students to develop their creativity, apply what they have learned in practice, and assist in making better decisions in the field of management This project is done in the last week of the course In addition to the knowledge learned in class taught by lecturer Jorge Martinez, we also used the reference resources on the Internet to complete this project in the best way This project also has many shortcomings and has not achieved the desired results due to the limitation of information sources However, through this project, we hope that we have presented the project in a reasonable and rigorous manner according to the required standards of Digital Marketing thanks

to the enthusiastic guidance of the lecturer By the end of the project, we have accumulated more knowledge and experience to equip ourselves with more necessary skills for future work

CONTEN

1 INTRODUCTION 5

2 ANALYSIS 6

2.1 Internal audit of Websites and Social Media 6

2.2 External audit 9

2.3 External audit 11

2.4 SWOT 11

3 OBJECTIVE and KPI’s (SMART) 13

4 STRATEGIES 13

4.1 SEO 13

REFERENCES 19

1 INTRODUCTION

The name Schannel is certainly not too strange to young people anymore This is a channel for information technology and entertainment - an indispensable daily "spiritual food" for many young people in Vietnam

Schannel's audience ranges from 13-30 years old, the ratio of Male to Female is almost the same This is a young audience, always interested

in innovation and knowledgeable in the use of technology devices and the Internet It can be said that Schannel's audience is the representative

of Vietnamese youth

Established in 2012 after more than many years of development, Schannel is not only a channel to reivew technology products but has also developed a variety of content and become a place to provide information and entertainment content that is loved by many people young Vietnamese

Not stopping there, Schannel is developing under the model of an advertising and talent management company According to information published on the website, the company currently manages more than 30 content creators, 17 Youtube channels, mainly members from the Schannel channel going up

Source: Schannel.vn

Besides, Schannel has become an important partner for many technology brands such as Oppo, Sony, Xiaomi, Vivo, Samsung as well as many other big companies such as Metub, Yeah1, VNG, Google, YouTube

2 ANALYSIS

2.1 Internal audit of Websites and Social Media

Website URL: https://schannel.vn/ The website's name is short, memorable, and searchable Since the site was founded, schannel has reached more than 5 million subscribers, and currently has more than 100 members for a variety of media and review networks with more than 18 different channels on every topic in life Internal audit manages and analyzes risks, providing experience for website development Support access to more hits and registrations Support customers and provide content to promote the brand as well as polish the personal name Become a multidisciplinary and creative media entertainment channel

Source: schannel.vn Moreover, Schannel is constantly developing, reaching users in many ways SEO is a free search engine that attracts a lot of attention from entrepreneurs, such as Google, Yahoo Through it helps Schannel reach potential customers, thereby creating valuable marketing activities rich, in addition, it is necessary to add useful

information along with improving the user experience on the website

In addition, Schannel can completely use SEM to compete for the top impressions on the front page, paid search engines, but not significantly Help Schannel narrow the target audience, focus on converting the audience file But beware of SEM's return on investment when using AdWords With the development of technology, and more than 93% of users experience the Internet, SEM is a good choice to build a business name and make Schannel more known

Social media

Founded in mid-2009 and launched in 2013 Schannel has received feedback from technology review videos And people have changedthemselves to manage the media and entertainment of the younger generation Currently, the channel has 3.1 million subscribers, more than 10,000 videos have been posted and attracts

a large number of customers

Source: thongke.speakr.com

According to the statistics on Schannel's youtube platform, it can be seen that the channel's traffic and subscriptions fluctuate by 20,000 people in 1 to 2 weeks Along with the strong growth Schannel has succeeded in the internal audit and created a successful monthly

income of $884.8 thousand USD on YouTube With the number of viewers in each video can be up to 1 billion It can be seen that Schannel has implemented the right branding process to reach customers and bring resonance in the entertainment media

In addition, Schannel works on both facebook, instagram and tik tok coverage to increase its ability to reach customers around the world With more than 500 thousand followers on facebook and Tik Tok respectively, 75 thousand people on Instagram Along with media entertainment content, as well as product advertising leads to new customer files Because this means is always loved and used

by young people That could be the key to Schannel growing further in entertainment and advertising channels At the same time, earning huge income helps Schannel reach the top of the famous entertainment media award companies in Vietnam Currently, the media that are most active in the field of entertainment, as well as improving the development of content creation, assisting customers

in product introduction, have not yet brought products closer to users

2.2 External audit

It's not strange to say yeah1's heat is undeniable Established in

2006, just like Schannel, started from an electronic information site,

it can be said to be the leading entertainment media in Vietnam With more than ten years of experience in the entertainment industry, Yeah1 has changed itself into an important and indispensable part along with the development beyond the world And this is also the top competitor that Schannel must pay attention to

Source: vietstock

- With more than 7 million followers on tik tok and 1 billion hashtag views Each produced video will attach different hashtags about the conveyed content So the video will easily reach the number of customers who have demand for that video content, the benefits of the hashtag can help Yeah1 get closer to users

- As for facebook, yeah1 divides it into categories, channels with different content with more than 65 fan pages Examples can be mentioned are Yeah1 New, Music and Digital, A powerful organizational force with a following of 85 million users Help Yeah1 always be displayed on the most searched, because they

support multimedia, so reaching many customers with different expertise is what Yeah1 wants to aim for to reign

- To talk about Yeah1's most successful media can only be youtube with a long track record of achievements with a total of 12 gold buttons and 280 silver buttons from youtube with various media channels managed by Yeah1 Not stopping there Yeah1 was voted

as the largest TV advertising agency in Vietnam, the leading MCM

in Asia, Successful with 56.9% of digital revenue in 2017 Up to now at the moment, the echo of Yeah1 is said to be heavy for the young generation of entertainment media in Vietnam

Source: yeah1group.com Looking at the official statistics of yeah1, it can be concluded that Schannel has a pretty heavy competitor With the breakthrough alliance strength, helping Yeah1 to be a resounding success in diverse media But not because of that, Schannel has a low rating, with the development of technology combined with a variety of content and ideas Schannel is still firmly on the way forward, creating a lot of attractive events, the young generation, along with that Schannel will also be a place to train and support customers who have needs related to good products, events or events just a weekend talk show

The reason why Schannel stands out completely among the "heavy" videos is that it focuses entirely on quality Products from the

"house" of Schannel are not only highly entertaining but also provide useful information about technology and life for young people in a very unique way, very Schannel The channel is always changing, and the material categories are wide Each Schannel

program has its own color, is unique, and provides the finest possible experience for everyone

2.3 External audit

Speaking of customers, Schannel wants to reach out to a wide variety of customer files And do many different things, for example, about channels to introduce technology, or the meaning of life, or can associate with partners to promote brand products with the desire to improve quality, bring the value of the item comes closer and helps to improve the view from the customer

With the expansion of Schannel Network, it will be an opportunity when working with a professional team and many years of experience, Schannel will accompany to create attractive content, improve weaknesses and overcome difficulties difficulties faced by

an independent content creator Guests are supported from choosing ideas and concepts to the production, recording and editing of a complete video

S Schannel's strong point is its very strong customer support force Along with that is diverse communication with different goals and needs, building and developing young talents, developing brands and creating content for cross-platform content distribution These are the highlights when it comes to Schannel

W And conversely, Schannel needs to strengthen the breakthrough alliance, when looking at the competition It can be seen that Schannel is not really strong in controlling the media segment, as well as there are many exploited vulnerabilities such as revealing user information and related information It will be harmful in the long run if you do not plan to handle and fix errors like this

O Schannel's biggest opportunity is electronic technology, from the first days, electronic technology has accompanied Schannel to serve a noble purpose, is a channel of interest to the young generation, as well as a place for creativity events, community

videos, analysis and lessons learned The era of 4.0 is developing day by day, which will be the golden key to help Schannel stand firm in the market, and at the same time, building many information networks and electronic tools to support the company's purposes and plans

T The challenge will be huge because now multimedia entertainment companies are increasingly asserting their position

in Vietnam Along with that, the sudden change in the legal environment, how to maintain the customer file, build the distinctive highlights of Schannel to have a perspective to attract large investors and new and diversified customer files form

3 OBJECTIVE and KPI’s (SMART)

Objectives

The goal is to expand the Schannel Network channel, always actively create new content, bring diversity to the audience watching the channel, develop into a company similar to Yeah1 and go on the stock exchange

SMART

S – Specipic: Schannel HCM City Recruitment

M – Measurable: 2 VJ Chanel Intern “Schannel”

A – Attainable: With current recruitment needs and financial capacity, I want to recruitment 2 VJ Chanel Intern in Novermber 2022

R – Relevant: To expand Schannel and create opportunities for interns to work with a professional team

T – Timely: The goal needs to be done in November 2022

4 STRATEGIES

4.1 SEO

Schannel's audience ranges from 13-30 years old, the ratio of Male to Female is almost the same This is a young audience, always interested in innovation and knowledgeable in the use of technology devices and the Internet It can be said that Schannel's audience is the representative of Vietnamese youth With a diverse audience and they tend to look for new things about technology, here are the keywords they can search for about Schannel on Google and the statistics of users searching for these keywords we find out through Google Ads

 Giai tri (entertainment)

 Schannel Network

 Kenh thong tin giai tri (Infotainment channel)

 Kenh thong tin cong nghe (Technology infomation channel)

 CellphoneS (Schannel’s partner)

 Review an uong (Food review)

 Review iphone

 Review dien thoai (Phone review)

 Review samsung

 HuyNL (Founder of Schannel)

4.2 SEM

We choose keywords related to Schannel to buy and create ads for the company

 Review iphone

 Review samsung

 Review dien thoai

 CellphoneS



4.3 VIDEO

https://drive.google.com/file/d/12PgGY9l-XjBgsfiLhwyXW0-Z3GmHJ0xI/view?usp=sharing

5 ACTION PLAN (Calendar and Budget)

Example:

Phase 1: SEM Google Ads

Phase 2: SMO on Youtube

04/05/2022: Onset with actress Bao Anh, Minh Hang

Company members joined: Chau Giang, Cuoi

Synopsis: Reaction some scenes in the newly released movie "Bay ngot ngao" Purpose: to promote the new movie as well as the artist's image

06/05/2022: Post videos on youtube channel Schanel

Title: SCHANEL REACTION l Minh Hang "laughs off the chair" with Dieu Nhi

in the reaction clip of the movie Bay ngot ngao

Phase 3: SMM on Facebook

https://ocd.vn/phan-tich-swot/

https://tuoitrethudo.com.vn/gap-go-ceo-kenh-giai-tri-schannel-163508.html

https://chickgolden.com/schannel-la-gi-1638590563/