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Low attractive content preparation in facebook fanpage doraemon 2112 shop

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UNIVERSITY OF ECONOMIC HO CHI MINH CITY International School of Business LE TU VAN LOW ATTRACTIVE CONTENT PREPARATION IN FACEBOOK FANPAGE DORAEMON 2112 SHOP MASTER OF BUSINESS ADMINISTRATION Ho Chi Minh City – Year 2021 UNIVERSITY OF ECONOMIC HO CHI MINH CITY International School of Business LE TU VAN MASTER THESIS LOW ATTRACTIVE CONTENT PREPARATION IN FACEBOOK FANPAGE DORAEMON 2112 SHOP MASTER OF BUSINESS ADMINISTRATION SUPERVISOR: Assoc Prof Dr TRAN HA MINH QUAN Ho Chi Minh City – Year 2021 TABLE OF CONTENTS ACKNOWLEDGEMENT EXECUTIVE SUMARY INTRODUCTION 1.1 Industry overview 1.2 Business overview 1.3 Competitor’s information 1.4 Competitive Advantages and Weaknesses 1.5 Scope of the project SYMPTOMS 2.1 Low number of customers’ actions and reactions in post 11 2.2 Low number of total view 13 2.3 Low rate in increase in number of new like the Page 14 2.4 Low number of post reach 16 2.5 Low number of leads from Facebook 17 PROBLEM 18 3.1 Potential Problems 18 3.1.1 Potential problems 1: Ineffective Facebook advertising campaign 19 3.1.2 Potential problems 2: Low attractive content preparation 21 3.2 Problem validation 23 CAUSES 27 4.1 Potential Causes 27 4.1.1 Potential cause 1: Lack of content marketing strategy 27 4.1.2 Potential cause 2: Ineffective SEO 29 4.2 Causes Validation 30 SOLUTION 32 5.1 Alternative solution 1: Design short-term Content Marketing Strategy 34 5.2 Alternative solution 2: Design long-term Content Marketing Strategy 35 5.3 Solution justification 37 Action plan 39 Supporting information 42 7.1 Interview information 42 7.2 Interview script 43 References 55 Appendix 57 9.1 Appendix 1: Doraemon 2112 Shop revenue from Quarter - 2018 to Quarter - 2021 57 9.2 Appendix 2: Facebook analysis result from Nov st, 2020 to Feb 28th, 2021 58 9.3 Appendix 3: Search result in Google 62 9.4 Appendix 4: Documentary number 1749 of People's Committee Ho Chi Minh City 63 LIST OF FIGURES Figure 1: Logo of Doraemon 2112 Shop Figure 2: Facebook: Doraemon 2112 Shop Figure 3: Shopee Doraemon 2112 Shop Figure 4: Doraemon 2112 Shop offline store Figure 5: Total revenue from 2018-2020 of Doraemon 2112 Shop Figure 6: Quarterly revenue from 2018-2020 of Doraemon 2112 Shop 10 Figure 7: Quarterly revenue from 2018-2020 in Facebook and Shopee 10 Figure 8: Average order per day in Facebook and Shopee 11 Figure 9: Reactions: Likes and other ways people react to Doraemon 2112 Shop Page posts from 11/2020 to 02/2021 12 Figure 10: Reactions, Comments, Shares and More in Doraemon 2112 Shop Page posts from 11/2020 to 02/2021 12 Figure 11: Total view from Facebook Doraemon 2112 Shop from 11/2020 to 02/2021 (Source: Facebook analysis) 13 Figure 12: Number of post in Facebook and number of Facebook order from November 2020 to February 2021 13 Figure 13: Total Page Like of Doraemon 2112 Shop from 11/2020 to 02/2021 14 Figure 14: Increasing in number of organic like of Doraemon 2112 Shop from 11/2020 to 02/2021 (Source: Facebook analysis) 15 Figure 15: Number of post reach of Doraemon 2112 Shop from 11/2020 to 02/2021 16 Figure 16: Doraemon 2112 Shop daily normal post reach 1,000 to 5000 people 17 Figure 17: Number of Facebook post and number of reached people from Nov, 2020 to end of Feb, 2021 22 Figure 18: Preliminary cause and effect tree 23 Figure 19: The viral post in November 20, 2020 26 Figure 20: Daily post reach increasing with the viral post 26 Figure 21: Updated Map 27 Figure 22: Fish bone analysis diagram of the low attractive content preparation 30 Figure 23: Final cause and effect tree 32 LIST OF TABLES Table 1: Famous Doraemon’s Facebook Fanpage in Vietnam (March, 2021) Table 2: Popular groups of Vietnamese Doraemon’s fans in Facebook (March, 2021) Table 3: List of competitors Table 4: KPI for Alternative solution 1: Design short-term Content Marketing Strategy 34 Table 5: KPI for alternative solution 2: Design long-term Content Marketing Strategy 36 Table 6: Action plan 40 ACKNOWLEDGEMENT Firstly, I would like to express my deep gratitude to my supervisor: Assoc Prof Dr Tran Ha Minh Quan for his guidance, support, encouragement, and recommendation for this project work I would like to send my special thanks to the help provided by my committee: Associate Professor Nguyen Thi Mai Trang and Dr Phan Thi Minh Thu for valuable comments, recommendation and suggestion for thesis proposal I would also like to extend my thanks to Dr Doan Tuan Anh for advice and assistance in keeping my progress on schedule Secondly, I would like to thank Doraemon 2112 Shop and Mr Dat Ta, Mr Duc Anh Nguyen, Ms Han Vo and Ms Hanh Ma for their assistance with the collection of my data Honesty, I truly thank to my school: International School of Business - University of Economic Hochiminh City, all lecturers, assistants and staffs for giving me an international environment with best facilities to complete my master degree, valuable knowledge and a chance to practice what I have learned to solving a real problem in organization Finally, I wish to thank my parents, my older brother, Mr Huy Bui, Ms Chau Le and my friends for their support and encouragement throughout this project EXECUTIVE SUMARY Doraemon 2112 Shop (since 2017) is an online shop selling Doraemon’s related products 4-years journey of contributing, the shop is well-known in Vietnam Doraemon’s fans community Beside Instagram, TikTok, YouTube, and an official website, the shop aim to choose Facebook as the main social network channel to deliver product information and interact with customers then direct customers to Shopee – a big electronic commercial platform in Vietnam - to purchase products This project focus on the shop’s Facebook performance to increase number of potential customers can reach product information and then, increase revenue Data collect from 2108 to 2020 showed that the shop revenue is increasing but low rate Detail focus on Facebook analysis result from November, 2020 to February, 2121 the shop had low number of post reach, low number of new like page and low number of people see, like, share the post in spite of the shop’s Fanpage has more than 27,000 follows Several meetings, qualitative and quantitative researches was conducted; theories, papers applied and data supported to find out that the Facebook contents are lacking of content marketing strategy (main cause) lead to the contents created are low attractive to potential customers (main problem), result is low number of leads from Facebook (main symptom) Two alternative solutions are suggested that (1) create long-term content marketing strategy and (2) create short-term content marketing strategy Due to Covid pandemic fluctuated situation, it is better to design short-term strategy for the second half year 2021 with benefits: adapt quickly and survive in pandemic situation; improve current situation quickly by solving the root cause; and have time preparation for create long-term content marketing strategy Moreover, social distancing is an opportunity for online business, catch up trend on time can help the shop’s content reach to more potential customers A detailed 6-months action plan is made with most of actions will be taken in begin of June, 2021 Then, the shop will follow strategy created to get KPI and achieve goal Moreover, some actions preparation for building long-term content marketing strategy also provided in this action plan 1 INTRODUCTION 1.1 Industry overview Doraemon is the name of a famous Japanese anime series created by Fujiko Fujio since January, 1970 Doraemon also a name of beloved anime character not only in Japan but also by people around the world In 2020, Doraemon celebrate 50th birthday by cooperate with many famous branch such as: Gucci, Uniqlo, Xiaomi, Ananas, Senka, LaRoche Posay, Supor, etc The products variables from cosmetic, fashion to smartphone, air fryer and cooker Doraemon’s fans community in Vietnam is quite big with the majority of Fanpage and groups on Facebook, showed as table below: Table 1: Famous Doraemon’s Facebook Fanpage in Vietnam (March, 2021) Page name Number of Links followers @DoraemonVietnam 506,226 https://www.facebook.com/DoraemonVietnam/ @DoraemonIlFilm 223,857 https://www.facebook.com/DoraemonIlFilm/ @doraemon.fanclubs 40,692 https://www.facebook.com/doraemon.fanclubs/ (Source: Author’s synthesis) Table 2: Popular groups of Vietnamese Doraemon’s fans in Facebook (March, 2021) Group name Number of members Type of group Động Fan Cuồng Doraemon 73.600 Public Group Fan Cứng Doraemon 36.600 Public Group Nhật Ký Doraemon💙 31,800 Public Group Dora Dora 31,300 Private Group Hội Quán DORAEMON 29,000 Public Group Doraemon chúng tớ yêu cậu 24,000 Private Group (Source: Author’s synthesis) Facebook groups and Facebook Fanpage of Vietnamese Doraemon’s fans with majority number of members have high number of reached people in almost post Doraemon fans has all ages, form children to adults (who watched Doraemon cartoon when they were young) In YouTube, Doraemon cartoon translated to Vietnamese and published by Pops Kid TV has 13,5 million subscribers (March, 2021) and each Doraemon chapter reached to millions number of view Doraemon’s fans love to find any type of product that has a Doraemon image to decorate their house, their room, and add in their Doraemon collection Serving this demand, many Doraemon shops opened These shops find Doraemon products from Japan, Thailand and China to import and sell in Vietnam In the list of Doraemon specialized shop has one name: Doraemon 2112 Shop 1.2 Business overview Founded in 2017, Doraemon 2112 Shop started their journey with the purpose of sharing not only products but also meaningful value to contributing to Vietnam Doraemon’s fans community Throughout years of contributing, Doraemon 2112 Shop in 2021 is a well-known place for Doraemon’s fans in Vietnam to share their habits, get latest information about their beloved characters, and find such good quality products with appropriate prices Going with the purpose of sharing love and care, Doraemon 2112 Shop is also a place for one who wants to find special gifts for their friends, partners, relatives or lover Figure 1: Logo of Doraemon 2112 Shop (Source: Website Doraemon 2112 Shop) 54 experience, the post good in SEO but poor in target customers and lack of value cannot be seen as a good content In-depth interview 5: The shop owner Q&A Coding Classification Author: The shop Facebook’s contents are lacking of content marketing strategy lead to the contents created are low attractive to potential customers, result is low number of leads from Facebook I have consequence that if the shop did not solve this problem, number of new customers will low and affect to low number of revenue The solution for Doraemon 2112 Shop is that the shop need to design a content marketing strategy as a guideline to follow and create better content in future to reach more leads and increase sales The shop owner: I agree with this process of analysis How about pros and cons of these two solutions? Both is good but what can be the best choice in this situation? Author: The Covid pandemic situation is complicated and hard to predict Therefore, Agree to choose Alternative solution Solution due to Covid Justification pandemic situation 55 although it is necessary to build a long-term strategy for the shop to follow, in this situation, the shop need to focus on short-term strategy The shop owner: I thought that we need to have a long-term content marketing strategy to follow and solution is much benefit in longrun I think that I need to focus on setting shortterm goals in Covid first Then I will create longterm content marketing strategy later Author: I will design a detail action plan for you The shop owner: Thank you References Tankovska H Facebook: number of monthly active users worldwide 2008-2020 Feb 2, 2021 Department SR Vietnam: number of Facebook users 2017-2023 Dec 9, 2020 Website S About Shopee 2021 [Available from: https://careers.shopee.vn/about/ Center SH [Seller] What is Favorite Shop? 2020 [Available from: https://help.shopee.vn/ Plus S How to become a favorite Shop on Shopee 2019 [Available from: https://shopeeplus.com/blogs/cach-de-tro-thanh-shop-yeu-thich-tren-shopee.html Ninh H Statistics: Vietnam has 69,280,000 Facebook users: vietnamnet.vn; November 30, 2020 [Available from: https://vietnamnet.vn/vn/goc-nhin/so-lieu-thong-ke-viet-nam-co-69-280000-nguoi-su-dung-facebook-700013 Bich C How Shopee is leading e-commerce growth in Southeast Asia: Vietnam Business Insider; 11/17/2020 [Available from: https://vietnambusinessinsider.vn/shopee-dang-dan-dautang-truong-thuong-mai-dien-tu-o-dong-nam-a-nhu-the-nao-a15883.html Group i The Map of E-commerce in Vietnam Quarter 4, 2020 [Available from: https://iprice.vn/insights/mapofecommerce/en/ Huang J-P, Depari GS Paid Advertisement on Facebook: An Evaluation Using a Data Mining Approach Review of Integrative Business and Economics Research 2019;8(4):1 10 Facebook Terms of Service October 22, 2020 [Available from: https://vivn.facebook.com/legal/terms 56 11 Dehghani M, Tumer M A research on effectiveness of Facebook advertising on enhancing purchase intention of consumers Computers in Human Behavior 2015;49:597-600 12 Halvorson K, Rach M Content Strategy for the Web: Content Strategy Web _p2: New Riders; 2012 13 Barreto AM Do users look at banner ads on Facebook?: An International Journal Journal of Research in Interactive Marketing 2013;7(2):119-39 14 Apple New features available with iOS 14 2021 [Available from: https://www.apple.com/vn/ios/ios-14/ 15 Jefferson S, Tanton S Valuable content marketing: how to make quality content your key to success: Kogan page publishers; 2015 16 Pulizzi J, Barrett N Get content get customers-Turn Prospects into buyers with content marketing Saxena NSB Management Review 2009;2(2):98-100 17 Lieb R Content marketing: think like a publisher how to use content to market online and in social media: Que Publishing; 2012 18 Scott DM The new rules of marketing and PR: How to use social media, online video, mobile applications, blogs, news releases, and viral marketing to reach buyers directly: John Wiley & Sons; 2015 19 Odden L Optimize: How to attract and engage more customers by integrating SEO, social media, and content marketing: John Wiley & Sons; 2012 20 Holliman G, Rowley J Business to business digital content marketing: marketers’ perceptions of best practice Journal of research in interactive marketing 2014 21 Pulizzi J Epic content marketing: McGraw-Hill Publishing; 2013 22 Vinerean S Content marketing strategy Definition, objectives and tactics Expert Journal of Marketing 2017;5(2) 23 Rowley J Understanding digital content marketing Journal of marketing management 2008;24(5-6):517-40 24 Patil VM, Patil AV, editors SEO: on-page+ off-page analysis 2018 International Conference on Information, Communication, Engineering and Technology (ICICET); 2018: IEEE 25 Papagiannis N Effective SEO and Content Marketing: Wiley Online Library; 2020 26 Smith C Facebook Product Report February 26th, 2019 27 Halvorson K The discipline of content strategy A list apart 2008;274 28 Edelman DC Branding in the digital age Harvard business review 2010;88(12):62-9 29 Chauhan K, Pillai A Role of content strategy in social media brand communities: a case of higher education institutes in India Journal of Product & Brand Management 2013 30 Hà TA, Nguyễn MT, Lê TS Digital Marketing: Từ chiến lược đến thực thi-Nền tảng thành công cho chiến dịch marketing thời đại số Vinalink; Rio Book; Lao động; 2019 31 Frick T Return on engagement: Content, strategy and design techniques for digital marketing: Taylor & Francis; 2013 32 Rockley A, Kostur P, Manning S Managing enterprise content: A unified content strategy: New Riders; 2003 33 Doran GT There’sa SMART way to write management’s goals and objectives Management review 1981;70(11):35-6 34 Van Aken JE, Berends H Problem solving in organizations: Cambridge university press; 2018 57 Appendix 9.1 Appendix 1: Doraemon 2112 Shop revenue from Quarter - 2018 to Quarter 2021 Time Revenue from Revenue from Facebook Shopee Total Revenue Q2-2018 5,643,000.0 960,000.0 6,603,000.0 Q3-2018 11,246,250.0 1,482,000.0 12,728,250.0 Q4-2018 24,993,000.0 1,102,500.0 26,095,500.0 Q1-2019 17,875,500.0 7,779,000.0 25,654,500.0 Q2-2019 129,056,850.0 22,629,000.0 51,685,850.0 Q3-2019 163,557,000.0 64,053,000.0 227,610,000.0 Q4-2019 100,745,085.0 50,965,500.0 151,710,585.0 Q1-2020 121,218,900.0 27,127,500.0 148,346,400.0 Q2-2020 94,495,575.0 39,159,000.0 133,654,575.0 Q3-2020 114,400,065.0 52,590,000.0 166,990,065.0 Q4-2020 109,453,618.5 121,458,750.0 230,912,368.5 Q1-2012 116,430,328.5 43,717,200.0 160,147,528.5 58 9.2 Appendix 2: Facebook analysis result from Nov 1st, 2020 to Feb 28th, 2021 59 60 61 62 9.3 Appendix 3: Search result in Google Doraemon 2112 Shop appear in number position in Google Map and appear in number position in Google when searching “Doreamon Shop” 63 9.4 Appendix 4: Documentary number 1749 of People's Committee Ho Chi Minh City 64 65 66 67 68 ... ECONOMIC HO CHI MINH CITY International School of Business LE TU VAN MASTER THESIS LOW ATTRACTIVE CONTENT PREPARATION IN FACEBOOK FANPAGE DORAEMON 2112 SHOP MASTER OF BUSINESS ADMINISTRATION SUPERVISOR:... The shop? ??s owner The shop? ??s owner The shop? ??s owner 42 Supporting information 7.1 Interview information Interview tittle In- depth interview In- depth interview Interview date Interviewee’s information... the Shopee links provided by the shop to buy product via Shopee in the purpose of lowering shipping fee and applying Shopee vouchers By combining the two channels, the shop predicted to increase
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