DSpace at VNU: A study on social network sites marketing the case of Goonline.vn

A study on social network sites marketing the case of Goonline.vn Hồ Anh Dũng Khoa Quản trị Kinh doanh Luận văn Thạc sĩ ngành: Kinh doanh quản lý; Mã số: 60 34 05 Người hướng dẫn: TS Vũ Anh Dũng Năm bảo vệ: 2010 Keywords: Quản trị kinh doanh; Marketing; Mạng xã hội Content ACKNOWLEDGEMENT I ABSTRACT II TOM TAT IV TABLE OF CONTENTS VI LIST OF ABBREVIATIONS X LIST OF FIGURES XI LIST OF TABLES XII INTRODUCTION 1 Research background Research objectives Research questions Scope of work Data Source Methodology Significance Results Thesis structure CHAPTER 1: THEORETICAL FOUNDATION 1.1 Basic of Social Network Site Marketing 1.2 History of Social Network Sites 1.3 Type of SNS 1.4 Function of SNS 11 1.4.1 Share 11 1.4.2 Show 12 1.4.3 Socialize 12 1.4.4 Advertising & Sale 12 1.1 Overview of SNS Marketing from the site master perspective 13 1.51 Steps in SNS marketing 15 1.5.2 The way to interact with users 20 1.2 How to get benefit through SNS 27 1.6.1 Create website 28 1.6.2 Virtual Shop(e-commerce) .28 1.6.3 Speculate the domain name 28 1.6.4 Send spam 29 1.6.5 Read advertising news 29 1.6.6 Hack account 29 1.6.7 Play game 30 1.6.8 Selling virtual property .30 1.3 Core factors for successful SNS 30 1.7.1 Social Object 31 1.7.2 Relationship & Privacy 32 1.7.3 User Interface 34 1.7.4 Community Management 34 1.7.5 Collective Intelligence 35 1.7.6 Application Programming Interface (API) 36 1.7.7 Evolution 37 CHAPTER 2: THE CASE OF GOONLINE.VN PORTAL 39 2.1 Overview of SNS in Vietnam 39 2.2 Introduction about GoOnline.vn 44 2.3 Structure of GoOnline.vn 49 2.3.1 GoOnline.vn design 49 2.3.2 Font 49 2.3.3 Main features 49 2.3.4 Additional features 49 2.4 Interacting with users 49 2.5 Tool to make money 51 2.6 The limitations of GoOnline.vn 52 2.6.1 Core platform and Content 52 2.6.2 Product 55 2.6.3 Marketing 55 2.6.4 Human resource 56 2.6.5 Appearance 56 2.6.6 Design and User Experience 56 2.6.7 The way to make money 57 2.7 Comparision GoOnline.vn with core successful factors 57 2.7.1 Social Object 59 2.7.2 Relationship and privacy 59 2.7.3 User Interface 60 2.7.4 Community Management 60 2.7.5 Collective Intelligence (CI) 60 2.7.6 API 61 2.7.7 Evolution 61 CHAPTER 3: SOLUTIONS TO IMPROVE GOONLINE.VN 64 3.1 Solutions 64 3.1.1 Social Object 64 3.1.2 Relationship & Privacy 64 3.1.3 User Interface 67 3.1.4 Community Management 67 3.1.5 Collective Intelligence 68 3.1.6 Application Programming Interface (API) 68 3.1.7 Evolution 71 3.1.8 Solution to get more benefits 71 3.1.9 Other solutions 72 3.2 Limitations of the study 80 3.3 Contribution of the study 81 3.4 Future of the study 81 CONCLUSION 83 REFERENCE 84 References: Website www.Alexa.com Microsoft social network http: //www msnbc.msn.com/id/15011765 Disney social network http://home.disney.go.com/guestservices/international 4 List of Social Media Marketing Example http://www.beingpeterkim.com/2008/09/ive-been-thinki.html Social network in Vietnam, the indipensable spread http://ganxa.com/News/DetailNews.php?IDNews=3219 www.SNSMarketing.com www.ebizmba.com www.emarketer.com www.Thongtincongnghe.com Article Danah M.Boyd and Nicolle B.Ellison (2007), Social network site: definition, history and scholarship, Michigan State University Book Professor John P.Scott (2005), Social Network Analysis Rob Cross (2009), Driving Results Through Social Networks: How Top Organizations Leverage Networks for Performance and Growth (J-B US nonFranchise Leadership) ...9 Thesis structure CHAPTER 1: THEORETICAL FOUNDATION 1.1 Basic of Social Network Site Marketing 1.2 History of Social Network Sites 1.3 Type of SNS... www.Alexa.com Microsoft social network http: //www msnbc.msn.com/id/15011765 Disney social network http://home.disney.go.com/guestservices/international 4 List of Social Media Marketing Example... 71 3.1.9 Other solutions 72 3.2 Limitations of the study 80 3.3 Contribution of the study 81 3.4 Future of the study 81 CONCLUSION