Một nghiên cứu về marketing trên mạng xã hội trường hợp goonline vn

Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi VIETNAM NATIONAL UNIVERSITY, HANOI SCHOOL OF BUSINESS HO ANH DUNG A STUDY ON SOCIAL NETWORK SITES MARKETING THE CASE OF GOONLINE.VN MASTER OF BUSINESS ADMINISTRATION THESIS Hanoi – 2010 Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi VIETNAM NATIONAL UNIVERSITY, HANOI SCHOOL OF BUSINESS HO ANH DUNG A STUDY ON SOCIAL NETWORK SITES MARKETING THE CASE OF GOONLINE.VN Major: Business Administration Code: 60 34 05 MASTER OF BUSINESS ADMINISTRATION THESIS Supervisor: Dr Vu Anh Dung November, 2010 Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi TABLE OF CONTENTS ACKNOWLEDGEMENT .I ABSTRACT II TÓM TẮT 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 vi Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi 1.4.4 Advertising & Sale 12 1.5 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 1.6 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 1.7 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 vii Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi 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 viii Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi 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 ix Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi LIST OF ABBREVIATIONS API : APPLICATION PROGRAMMING INTERFACE CEO : CHIEF ENTERPRISE OFFICER CPM : COST PER MILE CPC : COST PER CLICK CPA : COST PER ACTION FPT : FPT CORPORATION MIC : MINISTRY OF INFORMATION AND COMMUNICATIONS SEO : SEARCH ENGINE OPTIMIZATION SEM : SEARCH ENGINE MARKETING SNS : SOCIAL NETWORK SITES UX : USER EXPERIENCE VC CORP : VIETNAM COMMUNICATION CORPORATION VNG : VINAGAME CORPORATION VTC : VIETNAM TELECOMMUNICATIONS JOINT STOCK COMPANY x Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi LIST OF FIGURES Figure 1.1 Timeline of the launch dates of many major SNS and dates when community sites re-launched with SNS features Figure 2.1 Bounce rate of Facebook 40 Figure 2.2 Daily Traffic Rank Trend of Zing.vn 42 Figure 2.3 Daily traffic rank trend of GoOnline.vn 51 Figure 2.4 Time which users spend on GoOnline.vn 54 Figure 2.5 Time which users spend on Facebook.com 54 Figure 2.6 Bounce rate of GoOnline.vn 58 Figure 2.7 The trend of GoOnline.vn 62 Figure 3.1 The daily pageviews per user of Facebook 70 Figure 3.2 The daily pageviews per user of GoOnline.vn 70 Figure 3.3 The percentage of site visits of GoOnline.vn 79 xi Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi LIST OF TABLES Table 2.1 Percent of Search Traffic amd Querry of Zing music 43 Table 3-1 The upstream traffic of GoOnline.vn 75 Table 3-2 Percentage of GoOnline’s traffic 77 xii Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi INTRODUCTION Research background Nowadays, Social Network Site (SNS) has become a phenomenon In recent years, millions of SNS have appeared and the growth of SNS seems not to slow down Many users (Microsoft Corp, Disney Corp…) have used SNS for their marketing activities and many of them have obtained successes Microsoft, Disney1 are typical examples Besides, thousands of small and medium companies also succeeded in using SNS marketing2 In Vietnam, this trend has just been raised for years3 However, the effectiveness of using SNS as a social marketing tool for users/subscribers is still an issue VTC Online is one of the leading companies who first develop SNS– GoOnline.vn – and to business with the site Though making some achievements, VTC is still finding ways to effectively promote their SNS GoOnline.vn and from that to gain more benefits from the site That are reasons I choose to study SNS marketing with the case of GoOnline.vn Research objectives The main objective of this thesis is to study SNS marketing – focusing on the case of GoOnline.vn By analyzing the strengths and weaknesses of the site by comparing with other SNS, the author proposes some solutions to improve the SNS GoOnline.vn.vn and from that to explore effective ways to Link http://www.msnbc.msn.com/id/15011765 http://home.disney.go.com/guestservices/international Link http://www.beingpeterkim.com/2008/09/ive-been-thinki.html Link http://ganxa.com/News/DetailNews.php?IDNews=3219 Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi In long-term, GoOnline.vn’s should bring all of application one core platform If they like that, it easy to create new suitable application Product Product of Facebook is human touch, viral and simple Facebook train users step by step From Facebook’s success, GoOnline.vn should provide suitable information for users when they sign in GoOnline.vn social network GoOnline.vn’s team should focus on MyGo, News, Education The author recognize that almost traffics of GoOnline.vn focus on these three sites/services On the other hand, education field is potential space which almost teenagers care in Vietnam Personal Blog (MyGo) and News are the same, they belongs to entertainment field Especially, while almost SNS are entertainment space, GoOnline.vn provides online education service portal This is important difference to put GoOnline become No1 SNS in Vietnam 3.1.9.2 Content quality GoOnline.vn’s team crawls informantion from wiki, other sites.,, They can not produce themselves content So, their contents are not unique, impressive The main causes are: VTC Online has no content staffs Now,VTC online just focus on news Beside, GoOnline.vn still not use strength of VTC (Miss Teen, Miss Vietnam…) GoOnline.vn should develop site become number one service/site on the Internet From this, GoOnline.vn will be remembered by this one Example: VNG (Zing.vn) has ZingMe (personal Blog), VC Corp has Kenh14.vn (Channel for teen)… Now, users not see specular sign from 73 Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi GoOnline.vn like their competitors GoOnline.vn should recruit quality staffs From this, they can write themselves article Now GoOnline.vn just crawl article/news/image…from wiki and the other site on Internet They also should use strength of VTC (Miss Teen, Miss Vietnam…) Beside, GoOnline.vn team should learn to avoid similar one in the future (for example: Forget to check spelling grammar and punctuation This is common mistakes and should be fixed continuously even after posting…) 3.1.9.3 Community solutions GoOnline.vn’s team should spend more time and effort and human resource to interact with readers: assign a specific person or a group to be responsible about their SNS They should frequently spend at least a specific amount of time a week or event a day to handle with things happen on SNS Along with the time spending effort, posting new material often and frequently is needed Posting religiously has its benefits as well Firstly, it makes readers return more often, because they know they are likely to find new information Secondly, SNS is more likely to show up more frequently in search engine results lists as well Interaction methods are also important GoOnline.vn’s team should know some tactics when they interact with readers during the interaction Ask Questions - Including specific questions in posts, definitely helps get higher numbers of comments and interactions from readers Especially, including questions in headings is a particularly effective way of getting a response from readers as they are set a question in their mind from the first 74 Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi moments they read each entry Be Open– GoOnline.vn team should learn the art to writing openended posts that leaves room for user’s readers to be experts If they say everything there is to say on a topic they are less likely to get others adding their opinions because they will have covered what they might have added Readers respond very well to posts that show weaknesses, failings and the gaps in own knowledge rather than those posts show off knowing everything there is to know on a topic People are attracted to humility and are more likely to respond to it than a post written in a tone of someone who might harshly respond to their comments Be controversial (optional, because this tactic does not always work well) - There is nothing like controversy to get people commenting on SNS Of course, with controversy comes other consequence - one of which is the risk of putting off less vocal members of readership 3.1.9.4 Promoting to attract and keep new visitors In fact, there are a lot of ways to promote goOnline.vn From this, GoOnline.vn can attract more and more potential users and customers GoOnline.vn’s team should use viral marketing: invite friend Example: almost website has GoOnline.vn’s logo, user can share information, article on itFacebook GoOnline.vn may be become a informational portal, crawl information…from the other website, forum,blog Organise more and more campaign, events to bring GoOnline.vn image to potential users/customers Example Campaigns: use educational tool as the 75 Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi most important weapon because education is big Beside, user community has 40 mil users Vcoin This is important tool which GoOnline.vn should use as soon as possible Advertise more on VTC network Beside, GoOnline.vn’s team also put banner GoOnline.vn on famous sites: VnExpress.net; dantri.com.vn; google.com.vn; yahoo.com.vn…and the other social network sites GoOnline.vn is official news provider in two famous beauty: Miss Teen and Miss Vietnam… Putting GoOnline.vn address in signatures of email, forum accounts of GoOnline.vn staff, and then when they use these account, more of people will know about it Giving away business card, bumper stickers, pens, brochures and flyers and other gifts that include name of GoOnline.vn; hand them out to customers, business partners, etc We can see the upstream traffic of GoOnline.vn: 76 Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi Table 3-1 The upstream traffic of GoOnline.vn % of Unique Visits Upstream Site 19.97% google.com.vn 13.49% vtc.vn 7.11% zooz.vn 4.93% zing.vn 3.42% Facebook.com 3.41% google.com 3.26% vnexpress.net 2.56% yahoo.com 2.30% GoOnline.vn 1.62% missteen.vn Soure: http://www.alexa.com/siteinfo/goonline.vn# 77 Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi These about solutions are mostly for keeping visitors returning to GoOnline.vn However, GoOnline.vn need to attract new customers to drive more traffic There are three ways to attract more new visitors to GoOnline.vn: o Linking with other websites, specifically SNS… o Make SNS more findable in Search engines such as Yahoo, Google, MSN, Ask, etc o Traditional marketing efforts Linking with other websites, specifically SNS Currently, people know GoOnline.vn through Internet, news… site GoOnline.vn team should change this situation GoOnline.vn should be put into the SNS, ICT… communities More people will know, and have chances to know more about GoOnline.vn As a result, they will have more chance to contribute to the development of GoOnline.vn Through Alexa.com, the percentage of site visits from search engines was analysed as chart: 78 Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi Figure 3.3 – The percentage of site visits of GoOnline.vn Source: http://www.alexa.com/siteinfo/goonline.vn# Table 3-2: Percentage of GoOnline’s traffic Period Percent of Site Traffic Last 30 days 10.4% Last days 11.1% Yesterday 10.5% Soure: http://www.alexa.com/siteinfo/goonline.vn# (search analytic) 79 Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi Building relationships with other site, SNS… is the key to enter SNS world The following actions should be considered to make them help GoOnline.vn build more traffic: o Network with other SNS, blogs, website… – comment on their SNS, blogs, website read and link to others and request them to link back to GoOnline.vn o Email users – pitch GoOnline.vn and hope that they will link or mention GoOnline.vn o Talk to the Users of GoOnline.vn – asking them for a phone call to talk things over Some real-time methods such as Skype can be used for this purposes o Meet the users – The absolute best way to build a relationship with a user is to meet them face to face Hosting a conference for users may be a great way to get to know them who are interested in GoOnline.vn business o Entering SNS contest – winning an award, however, definitely brings SNS prominence and a traffic boost — and possibly some press attention 3.2 Limitations of the study The limitation of this thesis is due to the freshness of Internet services industry in Vietnam in general, and SNS in particular, therefore few academicals reviews have been applied and proved In case of the GoOnline.vn, it has just run for four months, so it may be early to measure and judge its marketing performance Ontheother hand, limitation access is one of them The other limit is from case study method This method cannot cover all the theoretical issues of SNS marketing Thus, later this case, this 80 Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi thesis only studies one out of five areas in SNS marketing and applies some related key performance indicators to analyze performance for the GoOnline.vn Portal Beside, GoOnline.vn has been launched for months, maybe the information is not enough So, many analysis is correct in shorterm Finally, for the author, English is not first language So, the author can have difficulty in expressing and writing, especially in technical terms 3.3 Contribution of the study Many Internet companies can use analysis and solutions in this thesis to apply for their SNS These solutions base on experience of world and Vietnam SNS Especially, marketing solution and getting more money solutions are suitable for model of SNS in Vietnam Because in fact, getting money is always big issue for Vietnam Internet company 3.4 Future of the study In research process, In think that the thesis will be developed in many aspects in the future: Apllying social network marketing to develop business in Vietnam Social networking sites can also help businesses grow With 250 million users of Facebook every day, equivalent to 2/3 users on the Internet for social networking sites daily, predicted an industry can see how the business has not been exploited very ons Along with creating a social networking site, Vietnamese company can also add items or more communities, where users 81 Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi can contribute their ideas, communication, writing on their Web sites This is really an effective way for users, because they can communicate with each other, increasing the traffic of the site Not only that, this way also helps companies, businesses may be looking for talent for their companies Using Social network as a effective online marketing tool in digital business Total users of social networking sites increased sharply in 2009, base on level of continuous growth of Facebook eMarketer estimates that ―57.5% of Internet users, or 127 million people, will use social networking sites at least time a month in 2010‖ (www.emarketer.com) In Vietnam, there are million Internet subscribers with nearly 19.5 million Internet users, 23% rate of population using the Internet9 So, if enterprises focus on online marketing, they can attract a lots of Internet subcriber’s interest, when they want to launch a new product, new service Source: http://www.thongtincongnghe.com/article/5932 82 Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi CONCLUSION This thesis discusses the marketing on social networks and the development of social networks …Today, this is a worldwide trend, including Vietnam VTC Online is one of the leading companies who first develop SNS– GoOnline.vn – and to business with the site Though making some achievements, VTC is still finding ways to effectively promote their SNS GoOnline.vn and from that to gain more benefits from the site There are many criteria to evaluate one SNS and the development of social networks, include: (1) Social Object; (2) Reletionship and Privac; (3) User Interface; (4) Community management; (5) Collective Intelligence; (6) Application Programming Interface (API); (7) Evolution Original purpose of owners of SNS in building SNS may be different, but in the end, almost of SNS will be tools which owners can make money SNS GoOnline.vn in Vietnam has attracted many young people around the country More and more Vietnamese people use GoOnline.vn services The author believes that if Board of Management team of GoOnline.vn fully commit and has right strategy, GoOnline.vn will become leading SNS in Vietnam about: users, traffics and the influence to teenagers and e-citizen in Vietnam Beside, VTC Online (owner of SNS GoOnline.vn) will get more and more benefit from GoOnline.vn 83 Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi REFERENCE Website www.Alexa.com Microsoft social network http://www.msnbc.msn.com/id/15011765 Disney social network http://home.disney.go.com/guestservices/international 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) 84 Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi APPENDIX : TOP MOST POPULAR SOCIAL NETWORK SITE ON THE WORLD According to eBizMBA, Here are the 15 Most Popular Social Networking Websitess as derived from our eBizMBA Rank which is an average of each website's Alexa Global Traffic Rank, and U.S Traffic Rank from both Compete and Quantcast.: | Facebook | MySpace | Twitter | Linkedin 85 Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi | Ning | Tagged | classmates | hi5 | myyearbook 10 | Meetup 86 Ket-noi.com Ket-noi.com Kho Kho tai tai lieu lieu mien mien phi phi APPENDIX 2: HISTORICAL NUMBER OF GOONLINE.VN 316 persons Working 75 consecutive days and nights 30 teams working in parallel million lines of code 800 lines of code per person per day 70,437 posts Over 30 different product modules, each module has dozens of functions the 500 interface designs 50 HR logo and website designs 10 Plans for 1000 logoes 11 30 styles to GoOnline.vn 12 6,000 questions in the exam bank, 30,000 minutes online lectures; 300 books - more than 100,000 digitized pages 13 2,626 categories covering Vietnamese Dictionary, Encyclopedia, History, Celebrities, Culture, Vietnamese Places 87 ... 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 ... GoOnline. vn to make money Chapter proposes some solutions to improve the SNS GoOnline. vn Chapter 1: Theoretical Foundation Chapter 2: The case of GoOnline. vn Chapter 3: Solutions to improve GoOnline. vn. .. rate of GoOnline. vn 58 Figure 2.7 The trend of GoOnline. vn 62 Figure 3.1 The daily pageviews per user of Facebook 70 Figure 3.2 The daily pageviews per user of GoOnline. vn 70