MINISTRY OF EDUCATION AND TRAINING HOA SEN UNIVERSITY FACULTY OF MARKETING – COMMUNICATION GRADUATION INTERNSHIP REPORT TOPIC: BUILDING A SOCIAL CONTENT PLAN ON FACEBOOK PLATFORM FOR
INTRODUCTION OF FBNC
General Introduction
FBNC Media and Information Technology Application Joint Stock Company, commonly known as FBNC, represents Finance, Business & News Founded in 2008, FBNC has emerged as Vietnam's leading multi-platform media corporation, engaging audiences through Facebook, YouTube, TikTok, and its website The company excels in news and program production, livestream commerce, and event operations FBNC has made a significant impact with popular shows such as “Smart Money,” “Vietnam and I,” and “Top CEO.”
“FBNC Sea Around”, “FBNC News” and “Today Life.”
Figure 1.1 – FBNC Logo (Source: Retrieved from the internal document “FBNC Credential 2024”)
FBNC has evolved beyond traditional television by offering multilingual content aimed at a global audience through digital platforms With over 16 years of experience, the company has established itself as a trusted news source, attracting a diverse viewership that includes affluent class A individuals and younger generations, particularly Gen Y and Gen Z, who are keen on Financial and Business News.
3rd & 4st Floor, Crescent Residence 3 Building, 109 Ton Dat Tien Street, Tan Phu Ward, District 7, Ho Chi Minh City, Vietnam
Legal Representative Mr Nguyen Dang Van Lang
Vision and Mission
• Vision: “The leading multi-platform financial business & news corporation in Vietnam and across Asia.”
FBNC aims to enhance its media presence and expand into multimedia digitalization to meet the growing needs for financial and business news, creating a comprehensive information ecosystem that caters to all audience segments This innovative strategy seeks to elevate the company's reputation beyond Vietnam and into the broader Asian market.
“To transmit real time worldwide news and politics insights in multi-dimensional perspectives in the fields of Economy, Finance, Real Estate, Technology, Education, Health
To inspire and empower Enterprises and Audiences through quality, reliable, regional programs.”
FBNC addresses the preferences of its audience by focusing on essential topics such as Finance, Banking, Investment, Real Estate, High Tech, Education, Health, and CSR, providing viewers with in-depth insights Understanding that their audience values relevant content over dull information, FBNC aims to deliver timely information while empowering viewers to effectively utilize this knowledge in their business and daily lives This approach ensures that the content remains engaging, intelligent, and inspiring, preventing viewer fatigue.
History of Establishment and Development
Figure 1.2 – FBNC Vietnam History of Establishment and Development
Some significant milestones in the formation and evolution of FBNC could be listed as:
From 2008 to July 2010, the channel launched its first live broadcast test in February 2009, featuring programs like “Giờ kết sổ,” “FBNC News,” and “FBNC Cận cảnh.” Thanks to the enthusiastic and genuine support from its valued audience, the channel's programming schedule expanded every three months.
From August 2010 to December 2021, FBNC was a prominent television channel dedicated to finance, business, and investment, providing valuable and credible content for investors and entrepreneurs However, at the end of 2021, the channel concluded its broadcasting after more than 11 years to focus primarily on developing digital and internet platforms.
Since 2020, FBNC has embraced the digitalization trend by producing content for platforms like YouTube, Facebook, and TikTok Notably, its YouTube channel has rapidly attracted 3.85 million followers as of September 2024, establishing itself as one of Vietnam's leading financial information channels.
• 2023 – Present: Delivering livestream services, collaborating with several partners and major organizations for greater product marketing, and supplying costly articles according to the audience’s basic demands.
Field of Operation and Services
FBNC’s current work is in three main businesses such as: Online, On air and On-ground Event
• Online: FBNC is available on these notable platforms, namely—Facebook, YouTube, and TikTok
- Facebook: Updating news on business, finance, culture, society, and current events, both domestically and internationally, daily
- Youtube: Providing 24/7 outstanding news, analysis, and commentary, FBNC connects audiences to domestic and international current events quickly and truthfully
- TikTok: Editing and adjusting content from Facebook and YouTube channels into clips encompassing around 60 seconds on average to adapt this platform
• On air: The business is diligently active in the field of media with numerous fabulous programs and shows
Livestream commerce is revolutionizing the way seminars, conferences, meetings, and events are conducted through dedicated livestream studios and services, known as TPlex A prime example of this innovation is the Mega Livestream event "Tháng Thiên Bình, Deal Giật Mình," hosted by renowned supermodel Le Thuy, showcasing the effectiveness and engagement potential of livestreaming in modern commerce.
(Source: Imagines are taken by student and poster from Le Thuy’s TikTok account)
Talkshows and webinars serve as a vital link between experts and investors, offering engaging insights into market dynamics and emerging investment trends These platforms introduce innovative products while addressing contemporary topics Notable talkshows include "Digital Payment Solutions for Business Breakthroughs," "Investment Vision," and "Smart Currency."
“Nẻo đường tài chính” could be considered as some of the typical examples of such an online dialogue program
(Source: Retrieved from the internal document “FBNC Credential 2024”)
Figure 1.3 – Mega Livestream “Tháng Thiên Bình, Deal Giật Mình” is held at TPlex
Figure 1.4 – Some highlight talkshows host by FBNC
• On-ground Event: FBNC has been getting harder to be the one synergy with their clients creating event and activation, namely:
The organization of cultural and artistic educational events focuses on training in soft skills, management skills, and life skills A notable example is the "Student Debate" competition held in 2017, where participants were tasked with creating, presenting, and defending their perspectives on various social topics and issues.
Figure 1.5 – Final round of the “Student Debate 2017” Competition organized by FBNC
(Source: Retrieved from University of Economics and Law’s website)
FBNC specializes in organizing entertainment activities at amusement and theme parks, providing comprehensive support from initial design concepts to construction planning and budgeting for various iconic relaxation campaigns A prime example is the Phu My Hung Spring Flower Festival, which has become a prominent spring attraction in Ho Chi Minh City, drawing hundreds of thousands of visitors annually Over its 20-year history, the festival has evolved into a unique cultural experience, offering a vibrant shopping opportunity for Tet flowers and ornamental plants while immersing attendees in the festive atmosphere of Tet within a modern urban setting.
(Source: Retrieved from Dan Tri Article (2023) and Phu My Hung Fanpage)
The Giant Cute Rubber Duck, a massive version of the classic yellow toy, made a significant impact in District 7 nearly a decade ago (Tuoitrenews, 2014) According to internal documents from “FBNC Credential 2024,” FBNC introduced this charming attraction to Vietnam, marking it as the 16th country on its global tour The project, themed "The Joy & Happiness on The Crescent Lake," drew an impressive audience of around 1,000,000 visitors within just one month.
Figure 1.7 – The Giant Rubber Duck by Anh Sao Bridge in 2014
(Source: Retrieved from Tran Andy (2014)) Figure 1.6 – Spring Flower Festival Phu My Hung 2023
+ Crescent Mall Seasonal Campaign: FBNC has been in charge to organizing the
Seasonal Campaign with decoration and activation for Crescent Mall One of the most popular projects of Tet occasion is “Xuân sung túc – Hạnh phúc cả năm” in
In 2016, Thanh Nien reported that the Crescent Mall was adorned with vibrant spring decorations, including the Giant Health Envelope Model, the Golden Fortune Tree, and whimsical Tet Characters representing the three Gods of Happiness, Windfall, and Longevity These stunning displays created a picturesque setting for visitors looking to capture memorable photos.
Figure 1.8 – Activation Welcoming the Year of the Monkey at Crescent Mall in 2016
(Source: Retrieved from Thanh Nien Online Newspaper (2016))
FBNC has proudly supported its clients across various events, programs, and experiences, earning the admiration of numerous brands from diverse sectors, including Insurance, Education, Social Apps, Stock, Beauty, Non-Profit Organizations, Real Estate, Medical, Retail, Banking, Automotive, Hospitality, FMCG, Jewelry, and Electronics The extensive collaboration with clients from different industries enables FBNC to deliver increasingly unique experiences.
Figure 1.9 – FBNC Clients (Source: Retrieved from the internal document “FBNC Credential 2024”)
Phu My Hung Real Estate has been a key partner of FBNC for over eight years, highlighting a strong and enduring collaboration Moving forward, Phu My Hung Real Estate will remain an essential contributor to FBNC's growth and development in the coming years.
Organization Structure and Intern Department
As of October 2024, FBNC operates under a centralized organizational structure, with Mr Nguyen Dang Van Lang serving as the Chief Executive Officer, wielding significant decision-making power over lower departments The organization comprises four key departments: Accounting, General Planning, Business Development, and Digital Content Production.
Figure 1.10 – FBNC Organogram (Source: Provided by FBNC)
The corporation's departments are organized based on a Functional Organizational Structure, which groups individuals with similar expertise into the same department Each department is responsible for its specific assignments, as noted by Tim Vaughan (2022).
- Guaranteeing tasks in finance and accounting in accordance with state regulations
- Checking, monitoring and implementing production and business plans
- Planning and monitoring financial credit and debit
- Prepare tax reports, conduct transactions with agencies and banks
• General Planning Department (including two departments: Administrative and
Human Resources Department and Project Department):
Administrative and Human Resources Department:
- Managing the company’s administrative expenses
- Monitoring, managing and updating employee records
- Developing and implementing recruitment plans
- Operating and updating the compensation and benefit policies
- Monitoring and resolving social insurance and health insurance for employees
- Building, monitoring and evaluating the management system
Project Department: This is my internship department (see 1.5.2)
- Proposing ideas to the company’s General Directors on effective business strategies
- Monitoring and reporting on the outcomes of the company’s business activities in accordance with regulations
- Planning to promote growth in consumption of the company’s services
- Scripting, editing news and broadcasting them on media channels
- Performing post-production and editing techniques for videos
- Creating, posting and managing content on the company’s Website, Fanpage and other various platforms
- Analyzing the market, campaign effectiveness and providing solutions if there are any problems
- Implementing advertising campaigns on social media platforms
- Managing technical issues, such as: images, audio, lighting and quality of news and programs
- Researching and managing technical issues and technology equipment of the business
There are key missions of each member in the Project Department including:
- Planning, estimating, and budgeting for project and event expenses
- Deploying, coordinating human resources, and managing the implementation and risk of company-approved projects and events
- Supervising the execution of signed contracts and the approval of finished outcomes
- Monitoring departmental work performance and submitting reports
- Searching, analyzing, and listing suppliers
- Building social media plans for projects and events, reviewing execution, and evaluating activity outcomes to propose solutions as needed
- Building a bridge, caring for and resolving client complaints
- Supporting in monitoring the completion of acceptance and settlement with clients
- Supporting in setting up and monitoring filming equipment at the company’s studio
- Assisting with developing and implementing social media strategies aligned with the company’s direction
- Assisting with calendaring, managing content posted on the company’s social media platforms, and tracking post-outcome metrics
- Coming up with ideas, editing, and altering content if required
THEORETICAL BASIS
Social Media Marketing
Social media marketing, as defined by Weinberg (2009), is the strategy brands use to connect with 'social' users through various 'media' by engaging in 'marketing' activities This process allows individuals to promote their websites, products, or services via online social channels, reaching a broader community that traditional advertising methods may not access Due to the limitations of conventional advertising, platforms like Facebook, Instagram, TikTok, and YouTube have gained prominence, making social media channels increasingly vital for effective marketing.
Marketers can effectively engage with communities by listening to feedback and promoting their products or services (Ashrafuzzaman, Hossain, Hossain, & Alam, 2022) Similar to traditional marketing, social media communication focuses on building brand awareness, recognition, love, and loyalty, while also delivering targeted messages and driving traffic and conversions.
Tuten and Solomon (2018) categorize social media into four main zones, each highlighting distinct features, with various channels potentially belonging to one or more of these zones.
Zone 1 – Social Community encompasses various channels, including social networking sites, forums, and wikis Popular platforms like Facebook, LinkedIn, and Twitter (X) serve as prime examples, catering to participants seeking engagement and interaction within their communities.
“two-way and multi-way communication, conversation, collaboration, and the sharing of experiences and resources.”
Zone 2 encompasses social publishing platforms such as blogs, microsharing sites, media sharing sites, and social bookmarking and news sites While these channels allow marketers to create and distribute content to audiences similarly to social community channels, they primarily focus on knowledge-sharing, with WordPress serving as a prime example.
Zone 3 – Social Entertainment exemplifies platforms like Spotify, which serve as social music vehicles alongside social games, videos, and television While the previous zone focuses on knowledge sharing, this zone emphasizes the entertainment aspect, aiming to deliver pleasure and enjoyment that is experienced and shared through social media.
• Zone 4 – Social Commerce: The channels in this zone like Facebook (with Facebook
Social platforms like Facebook (with its Marketplace feature), TikTok (featuring TikTok Shop), and YouTube (offering YouTube Shopping) enable users and businesses to buy and sell products directly within the app These features enhance online shopping experiences and encourage user participation in the marketplace.
12 actively in the marketing and selling of products and services in online marketplaces and communities.”
Figure 2.1 – Four main zones of social media (Source: Retrieved from Tuten and Solomon’s book (2018))
Furthermore, each zone will have specific promotional purposes, related to the brand’s objectives using social media to convert customers
Figure 2.2 – Marketing applications across the social media zones
(Source: Retrieved from Tuten and Solomon’s book (2018))
AIDA Funnel Model
The AIDA funnel, as described by Annmarie Hanlon and Dave Chaffey in "Essential Marketing Models Classic Planning Tools to Inform Strategy" (2013), is one of the most recognized marketing models Despite its origins in the 19th century, it continues to provide valuable guidance for marketers in planning communication and marketing campaigns effectively.
The AIDA model, developed in 1898 by Elias St Elmo Lewis, outlines the stages of Awareness, Interest, Desire, and Action that customers experience when purchasing a product or service This effective framework will be utilized in the Symphonix social content plan to enhance customer communication, engagement, and retention.
Figure 2.3 – The AIDA Model (Source: Retrieved from Annmarie Hanlon and Dave Chaffey (2013))
More detailed about AIDA funnel proposed by Annmarie Hanlon and Dave Chaffey (2013) identifies four stages:
In the Awareness stage, the primary goal is to create brand recognition and affiliation with your product or service Customers must first learn about your offerings before making a purchase decision To stand out in a competitive market, brands need to capture the attention of potential customers and convey a unique message Marketers can achieve this through effective advertising strategies, utilizing eye-catching visuals, engaging videos, compelling headlines, and powerful, inspirational language.
In Stage 2 – Interest, capturing customer attention is crucial for transforming potential customers into actual buyers This phase focuses on generating interest by highlighting the benefits of your product or service, effectively engaging prospects and encouraging them to explore further.
To effectively engage potential buyers, companies must deliver compelling content about their products or services that resonates with their target audience This content should be informative and aligned with the interests of the audience to sustain their attention over time It is crucial that the messaging remains consistent with the initial phase of engagement to avoid any potential disappointment.
In Stage 3 – Desire, marketers aim to deepen the emotional connection with customers who have shown interest, effectively moving them from merely liking a product or service to truly wanting it By showcasing the brand's personality, businesses can demonstrate that their offerings align with the customers' needs and desires, making it essential to convince them that these products and services are exactly what they want.
To achieve success, businesses must clearly communicate the value of their products or services, demonstrating how they effectively address customer needs and providing compelling reasons for customers to return for future engagement.
• Stage 4 – Action: The objective in this last stage of the AIDA funnel is to influence customers to make a decision after they express a desire for a product or service
To effectively engage buyers, companies must encourage interactions such as downloading brochures, making phone calls, subscribing to newsletters, or participating in live chats The success of these efforts relies on strategic marketing tactics, including compelling call-to-action buttons like "Register now" and "Download now," limited-time discount offers such as "Buy today to receive 10% off," and authentic customer reviews that motivate potential buyers to make prompt purchasing decisions.
The AIDA funnel model consists of distinct stages, each designed to help brands systematically engage with customers and drive conversions By implementing this conversion model within the Symphonix Social Content Plan, brands can effectively guide their audience towards desired actions while fostering positive shopping behaviors.
SITUATIONAL ANALYSIS OF SYMPHONIX
Symphonix Introduction Overview
Figure 3.1 – TPlex logo (Source: Retrieved from internal document “TPlex Credential 2024”)
A talent training and development center is managed and operated by FBNC called TPlex, which is an abbreviation of The Talent Complex The author has shared in TPlex Credential
In 2024, TPlex recognizes the strong desire of customers for seamless trading and exceptional revenue generation, while also offering a space for knowledge cultivation and relaxation To support the passion, creativity, and enthusiasm of students, TPlex delivers three essential service groups.
Social commerce services offer a comprehensive livestream package that includes essential equipment such as lights, light stands, softboxes, digital cameras, high-quality digital zoom lenses, and microphones Additionally, the package provides skilled livestream technical operators to ensure a seamless broadcasting experience.
(Source: Retrieved from TPLEX – The Talent Training and Development Center Fanpage)
Figure 3.3 – Plentiful spaces and types of livestream rooms Figure 3.2 – Equipment and props for professional livestream sessions
• Creative studio rental services: Location rental service for filming, taking photos, organizing seminars, workshops and talkshows (see figure 3.2)
• Educational services: Adult Modeling Class, Ancient Dance Class, Heels Dance Class,
“Power of Words” MC Course, and Music Academy
Figure 3.4 – Types of talent training course poster at TPlex (Source: Retrieved from TPLEX – The Talent Training and Development Center Fanpage)
To clarify, the full name of the Music Academy, which I just mentioned, is Symphonix Music & Performing Arts, and I am going to give its overview below
3.1.2 Symphonix Music & Performing Arts (SMA)
Symphonix is a professional organization dedicated to classical music education and performing arts, offering instrument and vocal training in the Symphony Orchestra for students aged 5 and older Officially opened in October 2024, the academy is situated on the 4th floor of the same building as FBNC and TPlex, founded by Ms Tran Thi Hoang Yen, Head of the Violin Department, alongside Mr Nguyen Dang Van Lang, General Director of FBNC.
Figure 3.5 – Symphonix Logo (Source: Retrieved from internal document “Symphonix Sale-kit Catalogue”)
Symphonix Academy aims to enable an increasing number of Vietnamese students to engage in international music exchange events from a young age By providing a professional environment and meeting orchestra standards, Symphonix offers students valuable real-life experiences that enhance their confidence and develop essential skills for their future With this vision, Symphonix aspires to be the first international school in Vietnam to successfully establish a Student Orchestra.
Marketing Strategy
Symphonix Music & Performing Arts utilizes psychological market segmentation to target customers based on their personality traits and preferences Their ideal audience consists of individuals who are passionate about music and the arts, enjoy musical and performing experiences, and seek relaxing activities after school or work This group is also eager to develop new skills, whether soft or hard, and includes both absolute beginners in music and those aspiring to receive proper training for a career in music and performance.
Symphonix employs a niche marketing targeting strategy to identify two specific target groups This approach concentrates on a smaller audience, attracting a particular type of customer rather than pursuing a broad market, which can be costly The targeting focuses on segments defined by demographic, geographic, behavioral, or psychographic characteristics, as highlighted in the article by Eightception.
(2022), the niche type of strategy has the ability to target based on the psychology of Symphonix’s target audience
The tables below describe the two target market groups defined by Symphonix Academy as children and adults, according to the internal document “Symphonix Marketing Plan.”
Table 3.1 – Symphonix target market group is Children
- Age: From 6 to 17 year-old
- Life stage: Childhood and Adulthood
Geographic - Living in Ho Chi Minh City and neighboring provinces
(Binh Duong, Tay Ninh, Long An)
Psychographic - Hobbies: Singing, dancing and listening to music
- Lifestyles: Sociable, gentle and diligent
- Accessing the internet to do homework and look up new information (An, 2023)
- Reaching diverse content through multiple channels and platforms such as Youtube and TikTok (Thinh, 2019)
- Influencing on parents’ purchasing decisions after they watch their favorite advertising or content (Thinh, 2019)
Table 3.2 – Symphonix target market group is Adults
- Age: From 18 to 27 year-old
- Occupation: Student, Office worker, Content Creator
Geographic - Studying and working in Ho Chi Minh City and neighboring provinces (Binh Duong, Tay Ninh, Long An)
- Hobbies: Listening to music, singing, dancing, performing arts, photography and content creation
- Lifestyles: Extrovert, creative, think outside the box, taking time daily for spiritual healing
- Reading reviews and feedback before purchase (Asmita,
- Receiving motivation and inspiration from social media influencers (Chin Media, 2023)
- Engaging intensely personalized incentives and discounts (Pymnts, 2024)
Symphonix is dedicated to "Bringing international music closer to Vietnamese students" by fostering a skilled and dynamic workforce and creating an international standard learning environment The academy prioritizes providing students with an exceptional experience, featuring top-notch musical equipment and over ten professional studio rooms The practice rooms are designed to be inviting, equipped with modern ceiling lighting and adorned with small potted plants, creating a warm and homely atmosphere This nurturing environment allows students to express themselves freely and cultivate their passion, encouraging them to think beyond conventional boundaries.
The brand's theme features a luxurious combination of yellow, black, and white, designed to resonate in an international setting According to Sara McLean (2023), the yellow hue evokes brightness, relaxation, and enthusiasm, fostering a warm and vibrant atmosphere that embodies the essence of Symphonix.
The Symphonix logo powerfully conveys the message that music connects people, with each version showcasing the interconnectedness of its elements This connection is essential in fostering self-confidence among individuals.
Figure 3.6 – Symphonix logo from the origin until now
• People: Either of the lecturers and consultants at Symphonix is good at their expert job
Meanwhile educators have up to more than 10 years of teaching experience, they are
Our dedicated and enthusiastic team is committed to guiding students from the basics, using engaging learning and play exercises to foster excitement in their practice We create a friendly and creative environment that supports pupils in enhancing their skills We ensure that each student has a personalized music learning path that aligns with their goals and schedules Our well-trained consultants are always ready to assist with problem-solving and share valuable information.
Symphonix Music & Performing Academy identifies its competitors as Yamaha Music School Vietnam, Erato School of Music & Performing Arts and Erik Music
Table 3.3 – POPs and PODs between Symphonix and its competitors
- All of the schools are located in District 7
- Providing modern musical instruments, nice sound, lighting, and classroom furniture
- Teachers have high professional qualifications, wonderful pedagogical skills, and great passion to help deeply convey the love of music to students
- Flexible study hours allow parents and learners to pick up their own practice hours, making it convenient and comfortable to participate in the course
- Building a suitable learning pathway according to ability, learning goals for children and adults, aiming for international ABRSM certification (eight levels)
- Held the exam to obtain ABRSM international certificates from the UK
- Tuition for individual learning (12 classes) is: 8,500,000 VND
- The music school system has a long history of formation and development, coming from Japan
- A chain of facilities spread across districts in Ho Chi Minh City helps increase brand awareness
- Tuition for individual learning (12 classes) is: 9,600,000 VND
- In addition to training the programs of musical instruments, the school also teaches other skills like drawing, hip-hop dancing, and martial arts
- Tuition for individual learning (12 classes) is: 4,800,000 VND
- Given a free trial lesson to experience the quality of facilities
- Only teaching two subjects (piano and guitar)
- Tuition for individual learning (12 classes) is: 8,760,000 VND
- Organizing an uncomplicated entrance exam to assess ability and build a suitable learning path for each student
Music studios feature advanced soundproofing systems that create a quiet and independent learning environment Each practice room is equipped with essential learning tools, including instruments, headphones, and speakers, enabling students to concentrate fully on their practice and skill development.
The positioning map illustrates a comparison between Symphonix and its competitors based on tuition fees and promotional efforts It is evident from the lower positioning map that Symphonix offers its services at a higher price while also providing more promotional activities.
Figure 3.10 – Brand Positioning Map among music academies
Marketing Mix (4Ps)
Symphonix is currently accepting enrollments for vocal and instrumental courses in the Symphony Orchestra, catering to children aged five and older throughout the week With a variety of instruments available, Symphonix encourages students to actively select their preferred instrument.
• Strings: Violin, Viola and Cello;
• Woodwinds: Oboe, Clarinet, Bassoon, Flute and Piccolo;
• Brass: Trumpet, Trombone, Tuba and French Horn;
• Percussion: Piano, Drums and Xylophone
Figure 3.11 – Recruitment Poster Image of Symphonix (Source: Retrieved from Symphonix Music & Performing Arts Fanpage)
Moreover, to assist parents in selecting a training approach for their children, Symphonix offers flexible forms of learning:
• Individual learning (1 on 1)/45 minutes: 12 classes, 24 classes, 36 classes
• Group learning (two or more students)/45 minutes: 12 classes, 24 classes, 36 classes
At Symphonix, all music subjects share the same tuition fee structure, although costs may vary based on the learning format Individual lessons are priced higher than group sessions, and tuition fees differ across courses For example, a single class in a 24-class course is more affordable than one in a 12-class course, encouraging parents to register for more classes to benefit from lower rates.
Figure 3.12 – Music Courses tuition fee at Symphonix (Source: Retrieved from the internal document “Symphonix Marketing Plan”)
Symphonix employs value-based pricing, positioning itself in a higher price range compared to the average income of Vietnamese citizens However, this cost is justifiable as the brand aims to project a luxurious and sophisticated image For customers who value exceptional teaching standards and a commitment to delivering high-quality music and arts education, Symphonix undoubtedly stands out as an ideal choice.
Currently, Symphonix Music & Performing Arts distributes services on two main channels: traditional and digital
The academy has established its office and music classrooms in a single facility located in District 7, Ho Chi Minh City, aiming to enhance Symphonix's reach to potential customers The advantageous location offers numerous amenities, including shopping malls, international schools, a high population density, a significant number of tourists, and affluent office workers, all of which contribute to increased sales opportunities for Symphonix.
Figure 3.13 – A Practice room space (Source: Imagines are taken by Student)
Figure 3.14 – Friendly Waiting area for Parents (Source: Imagines are taken by Student)
Symphonix leverages Facebook and TikTok to efficiently share course information and enhance sales As a new brand, Symphonix is in the process of developing its platforms to attract organic traffic, with an initial focus on optimizing its presence on Facebook.
Symphonix aims at sales promotion to increase customer demand for purchases as a new business in the music industry It is separated into two phases:
• Soft Launch Phase (November 2024 and December 2024): When customers register, they are going to obtain a preferential package of 1,000,000 VND/student, directly discounted on tuition fees
Starting in January 2025, the official launch phase will introduce a program offering a 10% tuition fee discount for each student This initiative includes incentives for students to film their end-of-term progress reviews and performances at the professional film studio located at the Symphonix center.
Figure 3.15 – Two types of Symphonix digital platforms
SWOT Analysis
Table 3.4 – SWOT Analysis of Symphonix
• Co-founded and managed by FBNC
• Affordable tuition prices than the direct competitor
• Gaining momentum of Vietnamese classical music
• Vietnamese people improved living standards
• The increase in demand for learning to relax among Gen Z
• FBNC audiences pay attention to
• More competitors were born earlier
Co-founded and managed by FBNC, my internship company is a prestigious media firm that prioritizes meticulous organization and investment in high-quality performance within the music academy.
• Located in a prime place: Because of the presence in the center of Phu My Hung, District 7, right behind Crescent Mall, parents and students presumably locate the academy with ease
Figure 3.16 – Driving directions to Symphonix (Source: Retrieved from Symphonix Music & Performing Arts Fanpage)
Symphonix offers more affordable tuition prices compared to its main competitor, Erato, with a charge nearly 9% lower This strategic pricing, with courses costing approximately 730,000 VND per class, aims to help Symphonix quickly establish a strong presence in the District 7 market.
• Highly skilled training staff: In this school, most of the lecturers have at least 10 years of teaching expertise and have performed in both national and international concerts
Symphonix, having recently entered the market, currently suffers from a weak brand reputation characterized by low audience awareness and limited brand loyalty Customers are still evaluating competitors, which has hindered Symphonix's ability to capture market share.
The limited classroom space accommodates only four individuals, including the teacher and three students, which restricts the ability to conduct larger classes.
• Gaining momentum of Vietnamese classical music: Author Thai Minh (2024) has indicated in the Dai Bieu Nhan Dan electronic news that Vietnamese classical music has
In recent times, Vietnam's symphony music scene has seen significant growth, highlighted by a rising audience attendance at performances This surge is supported by the emergence of younger artists who have gained recognition both locally and internationally Additionally, the introduction of diverse music programs and more adaptable organizational methods has further fostered the development of the music industry in Vietnam.
• Vietnamese people improved living standards: According to statistics from the World
Between 2010 and 2023, the average GDP per capita in Vietnam rose significantly from \$1,614 to \$4,284 (Ngoc, 2024) This economic growth has spurred a heightened interest in music, with more individuals engaging in learning and playing musical instruments as a form of entertainment and a long-term hobby.
Figure 3.17 – The average GDP per capita in Vietnam from 2010 to 2023
(Source: Retrieved from website data.worldbank.org)
A recent report by Six Seconds highlights that Gen Z is experiencing higher levels of burnout compared to older generations, indicating a growing demand for relaxation techniques and emotional intelligence development (Ngan, 2024).
From 2019 to 2023, there has been a continuous decline of 5.54% in mental health among Gen Z, largely attributed to loneliness and social distancing during the pandemic In response, many young individuals are enrolling in music courses to enhance their skills and alleviate stress To address this trend, Symphonix should consider investing in extracurricular and entertainment activities, such as mini concert performances and music networking events, alongside traditional classroom learning.
Figure 3.18 – Mental health issues of generations (Source: Retrieved from Six Seconds (State of the heart global 2024))
FBNC's audience aligns closely with Symphonix's target demographic, as both focus on individuals aged 30-45, particularly parents of children aged 6-16 This similarity suggests that FBNC's followers are likely to show a heightened interest in the services offered by Symphonix.
The rising demand for music education and skill development has resulted in a surge of music teaching centers, leading to a highly competitive market.
• More competitors were born earlier: They could be listed such as Viet Thuong Music
School, Yamaha Music School, Erato School of Music & Performing Arts, and FLYPRO Entertainment
• Diverse alternative course options: Beside musical instruments, consumers could enroll in courses such as drawing, dancing, languages, MC and cooking
Symphonix benefits from Vietnam's economic growth, as the increasing number of symphony performances reflects the rising popularity of classical music Additionally, there is a growing interest in skill enhancement courses among enthusiasts, allowing Symphonix to expand its influence in the classical music scene However, as a young brand, Symphonix must implement strategies to enhance its market reputation, facing challenges from more established competitors and intense competition from other skill courses in the music education sector.
PROPOSED SOCIAL CONTENT PLAN ON FACEBOOK
Reason to choose
This report outlines a strategy for "Building a Social Content Plan on the Facebook platform for Symphonix in Q4 2024," highlighting opportunities identified in the SWOT Analysis Despite the consistent hosting of classical music programs in recent years, the Vietnamese market lacks a developed community of listeners and an environment conducive to live symphonic music, particularly for younger audiences As noted by author Thuy Trang (2022) in Van Hoa Newspaper, fostering a community of music enthusiasts requires introducing children to music and transforming music courses into music appreciation education.
Symphonix has a significant opportunity in the online business market, particularly as Southeast Asian consumers spend nearly 70% of their time engaging with online content In Vietnam, 59% of consumers carefully research product information before making purchases To capitalize on the growing demand for children's music education amidst intense competition, Symphonix should implement a robust communication strategy on major digital platforms like Facebook This approach will effectively promote the music center and connect with potential customers As a result, Symphonix has tasked me with developing a content plan to facilitate the center's market entry.
Objectives
• Increasing brand awareness by gaining 20,000 impressions, reaching 3,000 users, getting
• Raising audience growth rate by achieving at least 500 followers
• Boosting sales conversion rate (click, message to sales) by obtaining a minimum of 20 messages
Marketing objectives for organic social media should be established using the SMART framework, a widely recognized and effective model for goal-setting The upcoming table will provide a more detailed overview of these objectives.
Table 4.1 – Marketing Objectives based on SMART Model
To reach 20,000 impressions and a total of 3,000 users, the Symphonix fanpage must increase its followers to over 500, achieve 400 engagements with its content, and secure at least 20 users messaging for music course consultations.
By creating a sheet to track and evaluate Symphonix fanpage performance through audience actions such as post views, reach, interactions (likes, comments, shares, saves), and link clicks
The growing interest in music and increased attendance at performances are revitalizing the music market, especially in Vietnamese symphonic music In today's digital age, there is a rising demand for healthy entertainment options, such as playing musical instruments Consequently, Symphonix is well-positioned to meet these objectives.
Symphonix, established by Ms Tran Thi Hoang Yen, a prominent member of the Hoa Sen String Quartet and an esteemed lecturer in violin and viola, plays a significant role in music education through her academy Additionally, the support from FBNC Vietnam enhances Symphonix's ability to achieve its goals.
Timely Within three months (from October 1st, 2024 to December 31st, 2024)
Competior Analysis
Evaluating the fan pages of Symphonix's competitors is crucial for understanding user content trends and peak online engagement times on Facebook By analyzing the strengths and weaknesses of rival academies, such as Yamaha, Erato, and Erik, Symphonix can enhance its social content strategy This approach allows the brand to identify successful practices and areas for improvement, ultimately increasing its competitiveness in the market.
34 analysis will examine the current strengths and weaknesses based on their Facebook communication activities
- Having the main posting time frame: Many posts are scheduled very clearly at the time frame that Yamaha frequently applies, which is 10:00 and 18:00
- Various post formats: Flexibly using genres including photo post, video post and link post To communicate more rich and vibrant content
Most audiences are more attracted to knowledge-sharing content than to sales messages Engaging content fosters greater interaction, making it more effective than standard sales communications.
Yamaha's design is thoughtfully crafted, allowing for flexible layouts that can feature one, two, or five photos The use of vibrant primary colors, such as blue and indigo, along with simple, legible fonts, enhances visual appeal By incorporating multiple images from their extensive facilities, Yamaha fosters a sense of closeness and authenticity, effectively showcasing the vibrant community of students.
Inconsistent posting frequency can hinder visibility, as articles may be released every three to four days, reducing the likelihood of being seen Conversely, posting two to three articles in a single day can overwhelm readers, making it equally undesirable.
- A lot of secondary posting time frames: Posting other time frames does not help
Yamaha receive as much interaction as when posting in the two main time frames
4.3.2 Erato School of Music & Performing Arts
- Neat and elegant design: The graphics are attractive and appealing, as well as the combination of text and image is really pleasant and easy to view
- Investing in multilingual captions: Erato has published captions in both Vietnamese and English because they want to attract both native learners and foreigners who are currently residing in Vietnam
- Hardly posting: Mostly, Erato has just shared the information from another fanpage
- Very lengthy text post: Generally, Erato’s style of storytelling is unappealing since they have frequently written a long paragraph (up to five or seven lines) with no
35 whitespace (among paragraphs), causing the whole caption clumped together and making it impossible for users to read
Erik has discovered that their video posts effectively engage a wide audience and generate significant user interaction, leading them to primarily focus on this format for updates.
To enhance content visibility, it's essential to choose valuable keywords for each article By adopting a friendly and humorous writing style, we can effectively highlight the positive aspects of Erik's service, making it easier for customers to understand and appreciate its benefits.
Erik's content primarily consists of numerous videos showcasing students performing musical compositions, which may lead to viewer disinterest due to the overwhelming quantity Additionally, he seldom shares knowledge-based content, limiting the educational value of his posts.
- Not creative video editing: Erik’s video editing reflects a formulaic and not innovative style
- No fixed posting time frame: They do not define the main posting time frame as well as simultaneously publishing three to four posts in the same format
Symphonix has the advantage of learning from established competitors, having been founded after them While these brands offer strengths that Symphonix can leverage, they also possess weaknesses that the company should avoid A thorough analysis of their content reveals valuable insights into their successful strategies, leading to key evaluations for the academy.
To engage the audience effectively, it is essential to balance sales content with knowledge-sharing pillars, ensuring that the information remains exciting and creatively presented According to Viet Hoang (2024), high-quality posts are more likely to receive positive feedback and appear on Facebook's recommendation list.
Nguyen Le Hoai Thuong suggests establishing a specific set of 'rush hours' for posting, which involves selecting a consistent peak time frame Once the ideal publishing time is identified, Symphonix should maintain a regular posting schedule to enhance brand visibility.
36 create habits for the audience, boost conversion rates, then the ability to receive likes, comments and shares will increase significantly
Incorporating diverse formats into content delivery fosters a strategy that keeps the audience engaged, ensuring that users receive messages in a more favorable manner This approach helps prevent feelings of overwhelm and boredom that can arise from the repetitive presentation of similar content.
To foster ongoing engagement with the audience, Symphonix should implement straightforward activities that strengthen connections, such as promptly replying to user comments and messages Maintaining these practices will encourage meaningful discussions, as highlighted by Viet Hoang (2024).
Target Audience
Symphonix offers music services tailored for children aged 6-17 and young adults aged 18-27, focusing its content strategy on appealing to both parents and adult audiences.
Symphonix Academy focuses on creating content specifically designed for parents, recognizing that children are still young and have not yet developed the ability to make decisions independently.
Table 4.2 – Symphonix target market group is Parents
- Age: From 30 to 45 year-old
- Life stage: Children aged from 6 to 17
Geographic - Living in Ho Chi Minh City and neighboring provinces
(Binh Duong, Tay Ninh, Long An)
Psychographic - Hobbies: Singing, listening to music
- Lifestyles: Open, generous, liberal, romantic and modern
- Browsing electronic newspaper and Facebook platform to update news (Decision Lab, 2024)
- Considering carefully before making a purchase (Pham,
- Prioritizing in educating children useful soft skills (Chau & Duong, 2023)
Group B consists of adults who are typically older and more independent in their decision-making They often engage with their Facebook feeds and are financially self-sufficient, with most holding careers in the arts or entertainment This group exhibits a strong desire for further learning and possesses a passionate interest in music.
Table 4.3 – Symphonix target market group is Adults
- Age: From 18 to 27 year-old
- Occupation: Student, Office worker, Content Creator, KOC and KOL
Geographic - Studying and working in Ho Chi Minh City and neighboring provinces (Binh Duong, Tay Ninh, Long An)
- Hobbies: Listening to music, singing, dancing, performing arts, photography and content creation
- Lifestyles: Extrovert, creative, think outside the box, taking time daily for spiritual healing
- Reading reviews and feedback before purchase (Asmita,
- Receiving motivation and inspiration from social media influencers (Chin Media, 2023)
- Engaging intensely personalized incentives and discounts (Pymnts, 2024)
Proposed Implementation Plan
This content plan will concentrate exclusively on Facebook, recognized as Symphonix's primary branding platform and main communication channel due to its popularity and effectiveness.
Facebook remains the leading social network worldwide, boasting 3.06 billion monthly users, which accounts for 37% of the global population (Josh Howarth, 2024) In Vietnam, over 86.1 million users are reported to have Facebook accounts as of October 2024, according to Ha Chi (2024) and data from NapoleonCat, despite a slight decline compared to previous figures.
2023, it is still the platform with the largest market share in the nation
Figure 4.1 – The number of Facebook users in Vietnam (Source: Retrieved from NapoleonCat.com (2024))
Symphonix primarily targets Facebook users, as highlighted in the "Vietnam Social Media Consumption" report by Decision Lab (2024) The platform is particularly popular among Gen Z (ages 18-27) and Gen Y (ages 30-45), with 40% of Gen Z and 38% of Gen Y actively using Facebook.
Figure 4.2 – Popularity of social media platforms by generations in quarter two of 2024
(Source: Retrieved from Decision Lab (2024))
Symphonix’s logo, an abstract design composed of natural shapes, embodies complexity, mystery, and intrigue, making it easy for customers to connect with the music service it represents, inspired by the Sol key symbol (Rubyk Agency, 2023).
Figure 4.3 – Symphonix key visual (Source: Retrieved from internal document “Symphonix Sale-kit Catalogue”)
The key color for Symphonix is yellow, which evokes feelings of inspiration, relaxation, and brilliance in customers This vibrant hue symbolizes brightness, excitement, and positivity, guiding learners on their musical journey.
Figure 4.4 – A design using Symphonix’s yellow tone (Source: Retrieved from Symphonix Music & Performing Arts Fanpage)
Symphonix aims to build trust with parents by highlighting the benefits of investing in music lessons for their children The brand effectively conveys its message through a warm, approachable, and professional tone, ensuring that parents feel valued and understood.
Symphonix strives to cultivate a luxurious and engaging aesthetic that is both uplifting and educational The brand emphasizes the importance of expert content while incorporating amusing and trending genres of items to create a playful and youthful experience.
• Article formats: Photo post, video post, and infographic post
Symphonix has chosen and blended three distinct typography styles for its designs, each conveying unique emotive qualities These typographic selections are strategically utilized to emphasize the messages and feelings that Symphonix aims to communicate to its audience.
- Sans serif – Understanding with ease and simple: SF Pro Display;
- Ultra thin – Feeling of power: BT Suave;
- Script – Evoking elegance: MTD Casanova Script EF Pro
Parents today are increasingly aware of the significant academic pressure their children face due to heavy workloads, numerous assignments, and frequent examinations According to the Vietnam Neurological Association (2023), more than 80% of children in the country are currently experiencing or have experienced this pressure.
Parents should seek an educational approach that encourages learning through play and supports children in playing musical instruments This method not only entertains and motivates children but also helps them balance their emotions and manage stress through music By doing so, parents can ensure their children keep pace with their peers while laying a solid foundation for the future of Vietnam's youth.
“Music – Medicine to nourish the soul”
Learning music enriches children's souls and nurtures their spirits It teaches them to listen, discern different genres, and manage stress from learning Music fosters joy and laughter, making practice enjoyable and engaging Moreover, music enthusiasts tend to be generous, connected, and supportive, promoting creativity and confidence in various life aspects.
Effective social content development starts with careful planning, focusing on key topics and ideas for management The Social Content Plan for Symphonix, as shown in Table 4.2, is structured into four main phases: Awareness, Interest, Desire, and Action, based on the AIDA funnel model, which is both effective and user-friendly.
The content pillar for the fanpage revolves around the academy's central theme, guiding the planning process Continuous implementation of content angles and smaller topics is essential Symphonix's social strategy focuses on six key pillars to achieve its objectives.
- Pillar 1 – Business introduction: Communicating courses, programs, teachers, core values and any content related to Symphonix
Pillar 2 – Knowledge Sharing: Symphonix enhances its music information offerings by providing valuable content that includes the benefits and significance of music, inspirational stories, a dedicated Q&A section, and practical experiences, tips, and tricks for music learners.
Pillar 3 – Entertainment/Creativity: Embrace the trend of engaging entertainment by re-editing viral posts on social media platforms that resonate with your service, capturing the audience's interest effortlessly.
- Pillar 4 – Sales: Posting content to promote the Academy's services such as teasing posters, recruiting posters, and lessons in musical instruments, which might motivate users to take action
- Pillar 5 – Promotion: Announcing promotions and limited discount programs about music services
- Pillar 6 – Feedback: Sharing parents’ point of view when their children study music at Symphonix and reviewing students’ thoughts or practice clips
Table 4.4 – Master plan of Symphonix’s Social Content on Facebook
Symphonix brand story and poster to communicate the message: “Professional music and performing arts academy for students from five years old, practicing
(4 WEEKS) directly with lecturers from Ho Chi Minh City Conservatory of Music.”
+ Highlights: Committed to have a group of esteemed teachers and modern facilities designed especially for kids
Offering the Early Bird promotion:
+ Highlights: Registering early, developing musical talent early Ensuring that those who register very early or within groups receive the highest learning advantages at the lowest possible cost
Introducing the lecturers and their typical teaching methods:
Tracking and Evaluation
From October 18th to December 14th, 2024, the outcomes were monitored using Facebook’s Meta Business Suite tool Unfortunately, this strategy largely failed to help the Symphonix fanpage meet its initial objectives, which will be further explained in section 4.6.2 The subsequent table and figure will illustrate the achievements and shortcomings of the Social Content Plan.
Messages and leave information for music course consultation 20 4
Despite the fact that the reach has failed the announced objective, Symphonix reached an incredibly fantastic 1.6 thousand audiences within just the first month
Figure 4.8 – The overview performance report of Symphonix fanpage
(Source: Retrieved from Meta Business Suite)
Specifically, monthly performance tracking is also implemented, details for each month are shown in these lower tables:
Table 4.7 – Outcome details of performance in October
OCTOBER (Oct 1st, 2024 – Oct 31st, 2024)
Total Posts Organic Reach Impressions Content
KPIs Reality KPIs Reality KPIs Reality KPIs Reality
(Source: Provided by Student) Table 4.8 – Outcome Details of performance November
NOVEMBER (Nov 1st, 2024 – Nov 30th, 2024)
Total Posts Organic Reach Impressions Content
KPIs Reality KPIs Reality KPIs Reality KPIs Reality
(Source: Provided by Student) Table 4.9 – Outcome Details of performance December
DECEMBER (Dec 1st, 2024 – Dec 31st, 2024)
Total Posts Organic Reach Impressions Content
KPIs Reality KPIs Reality KPIs Reality KPIs Reality
The Social Content Plan for Symphonix serves as a strong foundation for effectively organizing and managing its fanpage, though the process of analyzing and developing this plan presents both benefits and challenges.
- The business has arranged a sales and marketing training meeting for the purpose of orienting, educating, and helping me and my teammate to grasp the information
- My teammates have always shown their connect, share, support colleagues, and worked smoothly in completing the strategy ahead of deadline
The manager has shown a proactive approach in addressing inquiries, aiding in content adjustments, and providing feedback for enhancement This efficient collaboration often led to immediate approval of drafts, minimizing the time required for edits.
I have played a crucial role in developing the fanpage from its inception by providing valuable input, including feedback on key visuals and suggestions for the tone of voice As a result, I am able to create content independently, conduct research on relevant topics, and write in my unique style while still adhering to the team's established direction.
Every design I create is efficiently communicated to the designer, who quickly grasps the concept, minimizing the need for extensive revisions or multiple feedback rounds.
My teammates and I often face challenges in generating fresh content for our fanpage, primarily due to our limited knowledge of musical instruments and their playing techniques.
As the year comes to a close, our company is engaged in numerous projects and events, leading to an increased workload for everyone I am currently managing multiple tasks simultaneously, which limits my time for content creation Additionally, my colleagues are also juggling various projects, making it challenging to ensure timely publication of posts.
I sometimes need to take work home to ensure I have content ready for the scheduled posting day This situation complicates communication with my manager and makes it challenging to connect online with the designer for feedback.
The limited availability of resources and materials hinders the implementation of various ideas, as evidenced by the low enrollment in the music course, which restricts the ability to create and share multiple related posts.
To enhance viewer engagement with Symphonix content, it is crucial to have support from other staff members for seeding and interaction Without this collaboration, viewers may lose interest, leading to fewer conversations and reduced promotion by Facebook.