VNU- UNIVERSITY OF ECONOMICS AND BUSINESSFACULTY OF BUSINESS AND ADMINISTRATION SOCIAL NETWORK FOR MARKETING OF SMALL AND MEDIUM-SIZED ENTERPRISES: CASE STUDY OF AM OUTSOURCING SERVICES
Introduction of AM Outsourcing Services Company (AMOSC)
AMOSC Conduct Internet Marketing Strategy ccchhnhhhtree 36
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AMOSC have built a blog on website Send ideas for blog posts company would like to write and explain why they would be helpful for their readers.
The primary customers of :argeL are located in English-speaking countries such as the US, UK, and Canada However, there are challenges associated with clients from these regions, particularly since most of the AMOSC blogs are written in English.
AMOSC has launched an email campaign targeting overseas customers, primarily sourcing email addresses from classified ads in the US and UK, with a significant portion obtained from Craigslist.com.
Craigslist (styled craigslist) is a classified advertisements website with sections devoted to jubs, housing, personal, for sale, items wanted, services, community, ứigs, résumés, and discussion forums —
Craig Newmark began the service in 1995 as an email distribution list to friends, featuring local events in the San Francisco Bay Area It became a web-based service in
1996 and expanded into other classified categories It started expanding to other U.S. cities in 2000, and now covers 70 countries.
AMOSC uses three main social networks which are Facebook, Google Plus (Google +) and LinkedIn.
AMOSC official fanpage is Vietnam Outsource: httos://web.facebook.com/Outsource2vietnam
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AMOSC official Google Plus page: https://plus.google.com/+Outsourcing2 vietnamplus
Company has focused on sharing video in Google Plus than posting text or picture. Google Plus is an application of Google, so it can connect with other application from
Google such as Google maps, especially YouTube.
AMOSC official LinkedIn page: https://www.linkedin.com/company/3572205
Company has focused on sharing AMOSC’s projects.
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Customer's awareness about Facebook Page -ecccneenhenerrereh 39
Table 3.2: Customer's awareness about Facebook Page
1 | Did you know AMOSC on Facebook? Yes: 40 : |
2 Have you contacted with AMOSC by | Yes: 15 using Facebook? Nor 5Ú
3 Have you ever read posts on AMOSC | Yes: 10
4 Do you care about what AMOSC share | Yes: 10 on Facebook?
Based on table 3.2, table 3.3 would show clearly view about customer's awareness.
Table 3.3: Statistics of Facebook Customer's awareness
No Qucstions Statistics (Total answers:
1 Percentages of people who knew AMOSC 61,53%
2 Percentages of people who contacted with 23,07%
3 Percentages of people who read post of 15,38%
4 Percentages of people who cared about what 15,38%
There are no surprise when more than 60% customers knew AMOSC Facebook page because Facebook are popular around the world.
Customers show minimal interest in AMOSC on Facebook, with only 23% reaching out through the platform This low engagement highlights a general lack of concern for AMOSC's presence on Facebook among its customer base.
Only 15.38% of customers engage with posts on the AMOSC Facebook page, indicating that the content may not be sufficiently engaging Furthermore, just 23.07% of customers find the content appropriate, suggesting a disconnect in the company's social media strategy While Facebook is intended to foster connections, AMOSC has not effectively utilized this platform to engage its audience.
Customer's awareness about LinkedIn Page cccccesenhhehhhhtttrrte 40
Table 3.4: Customer's awareness about LinkedIn page
No | Questions Statistics (Total answers:
1 | Did you know AMOSC on LinkedIn? Yes: 19
2 Have you contacted with AMOSC by using | Yes: 0
WwW Have you ever read posts on AMOSC | Yes: 8
4 Do you care about what AMOSC share on | 0
According to table 3.4, we can sec that the number of customers who care about
AMOSC on LinkedIn is less than Facebook quite much.
Table 3.5: Statistics of LinkedIn Customer's awareness’s
No Questions ‘Statistics (Total answers: |
1 ‘Percentages of people who knew AMOSC 29,23% có
2 ‘Percentages of people who contacted with 0
3 Percentages of people who read post of 12,30%
4 Percentages of people who cared about what 0
It clearly shows that the number of customers who care about AMOSC on LinkedIn is less than Facebook.
In addition, there are no one contacted with AMOSC by LinkedIn Beside, based on survey, customer did not care about what AMOSC share on their page on LinkedIn.
Customer's awareness about Google Plus Page s.csccsercseeseseteetetenens 42
Table 3.6: Customer's awareness about Google Plus page
1 Did you know AMOSC on Google Plus? z
2 Have you contacted with AMOSC by using | 0
3 Have you ever read posts on AMOSC Google | 0
4 Do you care about what AMOSC share on | 0
The results here are so clearly Almost customers did not know about AMOSC page on
How social networks impact to AMOSC . cehihrrrrrrrrrrrrrrrrrre 42
Results of the interview with Mr Nguyen Hoang Loủg
Table 3 7: Results of the interview with Mr Nguyen Hoang Long
| What are your channels to marketing? | Website design and development
Get published on niche blogs
2 | Did your company social networks to Yes marketing?
3 | How many social networks are Three social networks
4 How many percentages of customers 19% - - were came from social network?
5 What is social network more customers | Facebook mm attractive than others?
6 How your company run social - 1 Posting photos, quotes, video networks pages?
2 Share link from company’s blog
3 Sharing projects(finished or not finished)
7 What are company difficulties in 1 Limited of marketing staffs marketing through social networks?
2 Marketing staffs are not professions in social networks
Do not have content writers
8 | Will your company continued develop | Yes social networks in future?
According to Mr Nguyen Hoang Long, Sales manager and Marketing manager customers of the company came from social networks such as Facebook more than customers came from direct website.
When potential customers reach out to AMOSC, they predominantly use email rather than social networks Despite this preference, AMOSC continues to invest significantly in its social media presence.
Mr Long emphasizes that company pages on platforms like Facebook, Google Plus, and LinkedIn are not primarily aimed at reaching more customers; instead, their focus is on fostering customer awareness and loyalty among potential future clients Consequently, AMOSC's posts—whether text, images, or videos—are designed not to highlight the company's services but to share valuable knowledge about internet marketing.
As Mr Long said, the main website traffic is Google Search Company has invested in SEO - Search engine optimization Website traffic from social networks is nearly to
AMOSC just set one post on Facebook per day It is less than one post per day with
With LinkedIn, AMOSC just set up post when the company had a new project or finished a project Because of that, there was no fixed post in LinkedIn by time.
Same with LinkedIn, Google Plus posts were depended on projects.
3.5.2 Results of the interview with AMOSC customers
Author had conducted two interviews with two present AMOSC customers who know about AMOSC on social networks Both of them know AMOSC on Facebook,
First customer of AMOSC was interviewed is Mr Joe Daniel, Defensive Coordinator and Offensive Line Coach at Prince George High School in Prince George, Virginia.
Table 3.8: Results of the interview with Mr Joe Daniel
1 Do you think AMOSC in social Not really The content of Facebook networks are attractive? and Google Plus is a little bit boring but the content of LinkedIn is good.
2 — Is it easy to contact with AMOSC Yes It is The respondent of through social networks? AMOSC on Facebook is fast He did , not contact with AMOSC by using -
When considering AMOSC's products and services, it's essential to review their offerings on platforms like LinkedIn and Google Plus Mr Daniel emphasizes the importance of thoroughly examining these resources before reaching out for further inquiries on social networks.
Table 3.9: Results of the interview with Emily Aveni, owner of Emilyedsondesign shop on Esty.
1 Do you think AMOSC in social No There are so boring Beside, the networks are attractive? number of posts is small.
2 Isit easy to contact with AMOSC Yes It is But she just contacted with |
‘through social networks? ‘AMOSC by Facebook.
When encountering AMOSC on social media, it's essential to verify the products and services offered on their website for accurate information.
AMOSC is facing challenges with its social media presence, as interviews reveal that its content on Facebook and Google Plus lacks engagement and excitement Additionally, the frequency of posts across these platforms is insufficient, hindering effective audience interaction.
In addition, customers could not know products or services of AMOSC through social networks.
However, the respondents were good in the view of customer.
This chapter will sum up problems associated with marketing by using social networks and give recommendation to help the company improve the effectiveness of marketing strategy.
4.1 Strength e AMOSC is an outsourcing company Almost customers come from global market.
AM Outsourcing made a smart decision by utilizing company pages on Facebook, Google Plus, and LinkedIn, which are among the top five social networks globally, not just in Vietnam These platforms are particularly effective for B2B marketing, making them essential tools for businesses looking to enhance their online presence and engage with potential clients.
Figure 4.1: Percentage of B2B Marketers Who Use Various Social Media Sites to
Source: 2014 B2B Content Marketing Trends — North America: Content Marketing
Institute/Marketing Profs ¢ AMOSC know that they are young (AMOSC was established in 2013) so they are trying to gain brand awareness and loyalty of potential customers.
AMOSC prioritizes Facebook over other social networks due to its status as the most popular platform globally Customer feedback from two interviews highlights AMOSC's efficiency, with respondents noted for their quick responses, leading to high satisfaction among users.
Based on analysed in chapter 3, we can see many weaknesses of AMOSC First of all,
AMOSC is not attractive Customers did not care much about AMOSC on social network The content marketing on those social networks are not catch customer's attentions.
Both LinkedIn and Google Plus are underutilized despite some positive feedback regarding LinkedIn The awareness of these two social networks among customers is significantly lower compared to Facebook.
Besides, the number of posts on Facebook, Google Plus, LinkedIn are low It would lead to less interaction with customers.
Moreover, AMOSC did not have enough people to conduct marketing by using social network.
Another important weakness is quality of marketing staffs They are not professional at social networks marketing.
50 e Increasing number of posts on company pages.
To enhance engagement on a company page, it's essential to increase the number of daily posts while diversifying content For instance, if the page aims for three posts each day, each should have a distinct theme The morning post could feature an inspiring quote image, the lunchtime post might share a humorous picture, and the evening post could present a brief story This varied approach keeps the audience interested and encourages interaction.
Content writer should pre-set up post for days, weeks It will be easier to diversify post content.
To effectively engage potential customers, the company page manager must regularly monitor posts and promptly respond to all messages and comments Additionally, utilizing Facebook Ads is essential for attracting genuine customers.
Facebook Adverts is took fees but company can limited that cost depend on company’s budget.
Facebook can target your customer by age, gender, hobbies, location, work place
Marketers have the flexibility to select specific options to target their advertising efforts effectively Facebook utilizes these chosen options to display advertisements in the newsfeeds of potential customers, ensuring that users receive relevant information about the company's products and services.
Currently, the company primarily shares quotes, images, and videos on its Facebook page, which lacks sufficient information for customers to fully understand its products and services To enhance customer engagement and improve communication, it is essential to increase interaction between customers and company staff on this platform.
At first, company's staffs can like, comment, share AMOSC's posts Besides, they can invite their friends like page It will increase company brand name awareness.
It is hard to increase traffic from LinkedIn and Google Plus because the number of users on those social networks is less than Facebook.
Because of limited user than Facebook, company pages on LinkedIn and Google plus should focus on professional post than Facebook It will build brand awareness and loyalty from customers.
AMOSC just focus on sharing new projects and finished projects It is really good in professional social network like LinkedIn but not good enough.
AMOSC considers LinkedIn to be the most effective social network for marketing, as the majority of its customers are international businesses This indicates that AMOSC's clientele is more likely to search for the products and services they require on LinkedIn compared to other social media platforms.
All the staffs should have LinkedIn profile and mention AMOSC LinkedIn pages on their profiles It can build AMOSC brand stronger.
Google Plus can connect with Facebook Based on it, company's staffs can share the post was posted on Google Plus to Facebook It can increase viewer for Google Plus.
AMOSC should build a professional marketing team on social networks First of all, company should hire more marketing staffs After that, AMOSC could build training for staff about social networks.
Besides building social networks marketing team, AMOSC should have a professional content writer He/she can build social networks more attractive.
If the financial capital is limited, company cannot hire more staff than present, they should focus on training present staffs now.
To strengthen the AMOSC brand, it is essential for the company to encourage all staff members to actively engage in communication on social networks This includes creating LinkedIn profiles for every employee and highlighting the AMOSC LinkedIn page within their profiles By fostering this online presence, we can enhance brand visibility and cohesion across our professional network.
Social media networks serve as invaluable tools for businesses of all sizes, particularly Small and Medium-sized Enterprises (SMEs), to enhance their online presence and promote their brands Research indicates that SMEs utilize these platforms not only to engage with customers but also to foster internal communication and collaboration Additionally, social media offers a cost-effective marketing solution, as most platforms are free to use, with paid advertising options available for brands aiming to expand their reach Overall, social media effectively addresses financial challenges related to marketing for small businesses.