The situation of Facebook Marketing Campaigns at NOI LA LAM Education Joint Stock company during 3 years

Evaluation of Facebook marketing campaigns of NOI LA LAM Education Joint Stock Company SWOT...22 2.3.. Specifically speaking, NOI LA LAM Education Joint Stock Companyshould be clear abou

Table of Contents

PREFACE 1

CHAPTER 1: OVERVIEW OF NOI LA LAM EDUCATION JOINT STOCK COMPANY 3

1.1 Introduction of the company 3

1.1.1 History and development process of the company 3

1.1.2 Company’s profile 4

1.1.3 Organizational structure 4

1.1.4 Functions and activities 5

1.1.5 Main products 6

1.2 Main business activities in 3 years (from 2011 to 2013) 7

CHAPTER 2: SOME SOLUTIONS FOR FACEBOOK MARKETING CAMPAIGNS OF NOI LA LAM EDUCATION JOINT STOCK COMPANY FOR THE NEXT 5 YEARS (FROM 2014 TO 2019) 8

2.1 Current state of Facebook marketing campaigns of the company 8

2.1.1 Main customers and their online habits 10

2.1.2 Marketing methods for approaching potential customers 11

2.1.3 Market and 4Ps (Product, Promotion, Place, Price) 17

2.1.4 Process of marketing campaigns on Facebook 21

2.2 Evaluation of Facebook marketing campaigns of NOI LA LAM Education Joint Stock Company (SWOT) 22

2.3 Some five-year term solutions for Facebook marketing campaigns of the company 22 2.3.1 The company’s vision on future course of actions in the next 5 years 22

2.3.2 Some personal suggestions for the company 23

2.3.3 Some suggestions for relevant State authorities 24

CONCLUSION 26 REFERENCES

LIST OF FIGURES

1 Figure 1.1: Organizational structure of NOI LA LAM Education Joint

Stock Company 05

2 Figure 2.1: Customer decision making process 16

3 Figure 2.2: Marketing mix 4Ps 18

LIST OF TABLES

1 Table 2.1: Facebook monthly users from 2004 to 2013 09

2 Table 2.2: Percent of Internet users in different income brackets on each social net

work in the USA 10

3 Table 2.3: Total page “Bán hàng như chuyên gia” likes from 01/12/2013

10 Table 2.10: The number of fans arranged to country, city and language of “Bán

hàng như chuyên gia” page from 01/12/2013 to 28/07/2014 16

11 Table 2.11: The success of different post types based on average reach and

engagement of“Bán hàng như chuyên gia”page from 01/12/2013 to 28/07/2014 .17

12 Table 2.12: SWOT analysis of Facebook marketing campaigns of NOI LA LAM

Education Joint Stock Company 22

PREFACE Rationale

In recent years, more and more Small and medium enterprises (SMEs) arebeing founded in Vietnam According to the report of Vietnam SMEs Association,the number of SMEs has increased gradually year by year In particular, in 2005,there were 300 SMEs as membership and 2 provincial cooperative alliances asmembers of Association After over 6 operating years, in 2011, this number climbed

up to 32,000 SMEs as membership, 70 members in which 52 members asmunicipal, provincial SME Associations Despite the fact that Global Economy aswell as Vietnamese Economy has experienced a lot of difficulties since 2008, there

is still a huge demand of start-up in business, especially Small and mediumenterprises start-up In this situation, the market has witnessed a bloom of thecompanies working in various fields NOI LA LAM Education Joint StockCompany is one of these companies in Small and medium enterprises Association,established in 2009, based in Hanoi, with hope to improve human development asthe field which the company has been chasing

Aims of the study

Needless to say, the more enterprises are established, the morecompetitiveness is given out Therefore, it is obvious that in a very competitivemarket like Vietnam, to enhance the competitiveness and increase the revenue ofthe company, each company need to have a lot of strategies to develop itself,specially a smart marketing campaign so that it can provide the customers the bestservice Specifically speaking, NOI LA LAM Education Joint Stock Companyshould be clear about its Facebook marketing campaigns, which is the mostimportant channel in marketing campaign of the company

Objective

As a result, during the time doing my internship in NOI LA LAM EducationJoint Stock Company, I choose the topic: “The situation of Facebook Marketing

Campaigns at NOI LA LAM Education Joint Stock company during 3 years (from

2010 to 2013)” as my objective to understand deeply about the Facebook marketing

of NOI LA LAM Education Joint Stock Company

Methodology

Using both quantitave and qualitative research method, I would like to showthe current situation of Facebook marketing campaigns of NOI LA LAM EducationJoint Stock Company via survey results of customers, statistics of Facebook page ofthe company and analysis them to have the whole review of the objective whichIam studying

Scope of the study

While studying this topic, I only focus on the time mentioned above (from

2010 to 2013) when the hierarchy of social media is expanded to the fullest ever.Besides, the scope of the study is opened to the customers only in Hanoi – wherealmost of the potential customers are living and working

Design of the study

My internship report has two chapters as follows:

Chapter 1: Overview of NOI LA LAM Education Joint Stock CompanyChapter 2: Some solutions for Facebook marketing campaigns of NOI LALAM Education Joint Stock Company for the next 5 years (2014 – 2019)

In the process of implementing this report article, although I have tried mybest, the errors are inevitable Therefore, I very much look forward to receivingcomments from my teacher and my supervisor In the end, instead of the epilogue, Iwould like to thank the Foreign Trade University and NOI LA LAM EducationJoint Stock Company has facilitated me to complete this report In particular Iwould like to thank teacher: M.A Hoang Thi Doan Trang for showing me how towrite the report, Mr Do Duy Hung – Chief Executive Officer of NOI LA LAMEducation Joint Stock Company for guiding me during the internship

CHAPTER 1: OVERVIEW OF NOI LA LAM EDUCATION JOINT STOCK

COMPANY 1.1 Introduction of the company

1.1.1 History and development process of the company

1.1.1.1 History of the company

NOI LA LAM Education Joint Stock Company was founded in September,

2011 by Mr Do Duy Hung - a graduate of National Economics University intent onproviding an effective brand of human education and human developmentassistance At that time, there was not very many enterprises working in this fieldeven though human education and human development are two of the mostimportant factors each country need to care about on the way to become highgrowth economics In more details, according to the report of NOI LA LAMEducation Joint Stock Company in 09/2011, when was being asked the question:

“Have you ever heard about human development?”, 80% of the survey participants(100% of them are students and office staffs) answered: “Not yet” It showed thatjust a very little of them knew about that definition Hence, NOI LA LAMEducation Joint Stock Company was established to be pioneer for this field, notonly to make profit for itself but also to devote for the development of society Inother words, this company’s mission is to deliver social and economic development

on a first-moving, cost-effective, best-value basis – an enterprise that is self –sustaining because it is still profitable

1.1.1.2 Development process of the company: 4 phases

Phase 1: 09/2011: The company was officially founded by Mr Do Duy Hung – agraduate of National Economics University

Phase 2: From 09/2011 to 03/2012: Organizing 3 skill development trainingprograms for students every 2 weeks

Phase 3: From 03/2012 to 10/2013: Setting partnership with famous public speakers

in Vietnam, such as: Quach Tuan Khanh, Francis Hung, Phan Quoc Viet and so on

to organize skill development training sessions for office staffs every 2 weeks Phase 4: From 10/2013 until now: Organizing sale skill training courses everymonth

Although being the young company in this area, the NOI LA LAM hasreceived a lot of good views from customers and had a great reputation amongsalesperson in Hanoi The consistent mission of company is honesty, responsibility,modesty, creativity and commitment to put the client first

1.1.3 Organizational structure

NOI LA LAM Education Joint Stock Company has 5 departments as thechart below:

Figure 1-1: Organizational structure of NOI LA LAM Education Joint StockCompany

1.1.4 Functions and activities

1.1.4.1 General functions and activities of company

After a period of time of fixing the working way, at present, NOI LA LAMEducation Joint Stock Company specializes in organizing training courses forsalesperson in Hanoi Each course includes 8 sessions and learners are requested tojoin 3 sessions per week on every Monday, Wednesday and Friday To prepare for acourse, all the staffs are responsible for 4 main tasks: marketing the course,customer relation, event organizing and directly reporting on manager of thecompany

1.1.4.2 Each departments’ function and activities

 Sale & Marketing Department: 5 staffs

 Sale: 3 staffs They work as both telesales and direct-sale Their maintasks are to receive the calls, consult the customers, deal with customer questions,register for the customers who want to join the course, meet customers in person toclose the sale

 Marketing: 2 staffs and 1 intern They are responsible for marketingcampaigns of the company, including trade marketing and social media marketing

 Research & Development department: 2 staffs

They are responsible for researching and developing products of thecompany basing on market demand and competitors’ potentials They also createtraining curriculum for each course

 Human Resource Department: 2 staffs

They manage all internal activities of the company: recruitmentprocess, salary, bonus, nutrition and other support policies for staffs of thecompany

 Finance Department: 1 staff.

She is in charge of controlling money inflow and outflow of thecompany, reporting income statement and balance sheet of the activities in thecompany for Chief Executive Officer

 Event Department: 5 staffs

They are responsible for organizing the course: finding out the placefor course, preparing equipments, controlling the timeline and arranging humanresource in each course

1.1.5 Main products

NOI LA LAM Education Joint Stock Company works with experts who haveexperiences in both saling and teaching to organize the courses for salesperson Thecompany’s main product is “Bán hàng như chuyên gia” course, which is held everymonth The course includes 4 training sessions:

 Sale skill training courses

 Customer service training courses

 Market Expansion training courses

 Sale Management training courses

The focused second product is after-sale product After joining the course, learnershave the chance to meet experts once time a month for sharing their lessons,experiences, ideas and receiving the advice from the experts

1.2 Main business activities in 3 years (from 2011 to 2013)

1.2.1 Phase 1: 09/2011: The company was officially founded by Mr Do

Duy Hung – a graduate of National Economics University

1.2.2 Phase 2: From 09/2011 to 03/2012: The company focused on

organizing 3 skill development training programs for students every 2 weeks Thetopic of training programs was: Presenting skill, Financial management skill andCommunication skill

These training programs were not successful According the to businessactivities annual report of the company, the number of students joined theseprograms were 10 students each course Then, the company’s leader found out thefollowing reasons to be failed in this phase:

- Made mistakes in positioning and segmenting the market

- Did not fully understand the target customers

- The products were not in high quality

- The mindset of leader was wrong

1.2.3 Phase 3: From 03/2012 to 10/2013: After realizing the mistakes of the

previous phase, NOI LA LAM Education Joint Stock company moved to anotherbusiness working way It set partnership with famous public speakers in Vietnam,such as: Quach Tuan Khanh, Francis Hung, Phan Quoc Viet and so on to organizetraining sessions for office staffs every 2 weeks The topic of sessions were: How tocreate motivation at work, how to keep good relationships at work, how to teachchildren in the right way, how to communicate and present effectively

In this period of time, the company targeted office staffs as its focusedcustomers These customers had ability to pay money for the course, the productswere good enough along with the talented public speakers were famous in market,all of these things gave some successes for the company However, after that, therevenue of the company decreased gradually The reasons for this decrease werethat target customers preferred more real courses, which bring more profit for lesstime Therefore, this phase was the first step for the next one

1.2.4 Phase 4: From 10/2013 until now: The company specialized in

organizing sale skill training courses every month The products has been: Sale skilltraining courses, Customer service training courses, Market Expansion trainingcourses and Sale Management training courses

Until now, the company has received a lot of good view from customers andgreat reputation among salesperson in Hanoi

CHAPTER 2: SOME SOLUTIONS FOR FACEBOOK MARKETING CAMPAIGNS OF NOI LA LAM EDUCATION JOINT STOCK COMPANY

FOR THE NEXT 5 YEARS (FROM 2014 TO 2019) 2.1 Current state of Facebook marketing campaigns of the company

 Literature review of Facebook:

Facebook is a social network for connecting people with those around them:friends, family, coworkers, or simply others with similar interests As with anysocial media tool, marketers have an opportunity to use Facebook to expand theironline footprint and directly engage with customers and prospects

Nowadays, Facebook is becoming one of most powerful marketingplatforms By the end of 2013, Facebook boasted 1.23bn monthly active usersworldwide, adding 170m in just one year According to Facebook, 757m users log

on to Facebook daily, as of 31 December 2013

Source: Facebook Newsroom

Table 2.1: Facebook monthly users from 2004 to 2013

Comparing with other social media like Twitter, Pinterest, Instagram orTumblr, the percentage of U.S.Internet Users accounted for more than a half of total

5 social networks

Table 2.2: Percent of Internet users in different income brackets on each socialnetwork in the USA

 Literature review of Facebook Marketing

Due to the expansion of social media (According to Social Media Examiner,83% of marketers indicate that social media is important for their business),Facebook Marketing is becoming a marketing method, which is very useful andpotential According to State of Inbound Marketing in 2012, 42% of marketers sayFacebook is critical or important to their business Below are the analysis ofcustomer behaviour, their facebook online habits, the marketing method, marketingprocess, marketing mix and market of NOI LA LAM Education Joint StockCompany to understand more about Facebook marketing campaigns of thecompany

2.1.1 Main customers and their online habits

 Main customers:

- Age from 18 to 35 years old

- They are sale staffs in companies, enterprises, showrooms, wholesaler and retailer

- These target customers often do business in these following goods:

+ Tangible goods with high value, such as: car, luxury furniture, high-techequipment,…

+ Intangible goods, such as: financial consultant service (real estate, bank, stock,

…), software, education, hotel and resort, beauty products (gym, spa), ecommerce,telecommunication service,…

 Their online habits:

As target customers of the company are from 18 to 35 years old, they often

go online early in the morning, at break time in the afternoon and before sleepingtime in the evening, so the peak time of their online is at 9am, 2pm and 11pm At9am, office staffs and students go online for surfing the Webs, reading news,updating activities of other friends for all day long At 2pm, they often go online forrelaxing: listening to music, sharing and chatting At 11pm, they read the news,update some information and a little relax before sleeping

2.1.2 Marketing methods for approaching potential customers

At present, NOI LA LAM Education Joint Stock Company has two fanpages: “Công ty Cổ phần Đào tạo Nói Là Làm” and “Bán hàng như chuyên gia”,two Facebook accounts: “Đào tạo NOI LA LAM” and “NOI LA LAM đào tạo”, 7Facebook groups which members are learners trained from the courses Themarketing staffs of the company are in charge of taking care these 11 mentionedmethods for approaching potential customers via Facebook

To raise reach rate, talking about this rate, conversation rate and likes of thetwo fan pages (the company fulfilled 14,109 likes of fan page “Công ty Cổ phần

Đào tạo Nói Là Làm” and 5,449 likes of fan page “Bán hàng như chuyên gia”,statistics at 9:50pm, August 06, 2014), the marketing staffs did a lot of tactics, tipsand activities on the fan page, including:

Posting articles related to not only the information of the course but also themeaningful and touch stories about sale and business at the right time (9am, 2pm,11pm) The content of articles is the King in Facebook marketing since animpressive content can attract customers’ reading easily

Merging the two Facebook accounts “Đào tạo NOI LA LAM” and “NOI LALAM đào tạo” into two above fanpages with the same amount of friends Thenumber of friends of the two Facebook accounts will be the fans of the two fanpages This is a unique tactic in Facebook marketing which called: Mergingaccount

Finding potential customers via Itarget application of Mr Binh Nguyen Thisapplication allows Facebook marketers to search and filter all the fans of pages indifferent ages, schools, jobs and companies

To get the Facebook accounts of learners, the marketing staffs need to askthem in sessions of the course

Here are the statistics of fan page “Bán hàng như chuyên gia”, from01/12/2013 to 01/08/2014 of NOI LA LAM Education Joint Stock Company:

Likes of page:

Table 2.3: Total page “Bán hàng như chuyên gia” likes from 01/12/2013 to28/07/2014

It can be seen from table 2.3 that the total page likes of “Bán hàng nhưchuyên gia” page increased gradually from 01/12/2013 at around 2700 likes toabout 5700 likes in 07/2014, with some downs at 03/2014 at just 2400 likes

Table 2.4: Net likes of page “Bán hàng như chuyên gia” from 01/12/2013 to28/07/2014

The percentage of net likes in this period is unstable with some ups anddowns, reaching at peak of 98% in 03/2014

Table 2.5: Where “Bán hàng như chuyên gia” likes come from (from 01/12/2013 to28/07/2014)

Table 2.5 showed that likes of “Bán hàng như chuyên gia” page come from avariety of sources: ads and sponsored stories, on the page, page suggestions, pagelikes and other with the major of the number of likes come from ads and sponsoredstories, which accounted for 58% in 03/2014 and peaked up at 63% in 06/2014Reach rate:

Table 2.6: Post reach of “Bán hàng như chuyên gia” page from 01/12/2013 to 28/07/2014)