MINISTRY OF EDUCATION AND TRAINING HOA SEN UNIVERSITY FACULTY OF MANAGEMENT ECONOMICS SUBJECT DIGITAL MARKETING FINAL REPORT Company: SCHANEL Instructor: Jorge Martinez Subject: Digital Marketing ID class: 0100 ĐẠI HỌC HOA SEN March 10th, 2022 MINISTRY OF EDUCATION AND TRAINING HOA SEN UNIVERSITY FACULTY OF MANAGEMENT ECONOMICS FINAL REPORT Subject: Digital Marketing Class: 0100 Instructor: Jorge Martinez Company: Schannel Member: NAME ID STUDENT Nguyễn Thị Trúc Quỳnh 2195248 Nguyễn Hoàng Phương 2184406 Nguyễn Hoàng Gia Bảo 2183488 Phan Thị Phước Thành 2195022 2 ĐẠI HỌC HOA SEN March 10th, 2022 ABSTRACT
This project is a good opportunity for students to develop their creativity, apply
what they have learned in practice, and assist in making better decisions in the
field of management. This project is done in the last week of the course. In
addition to the knowledge learned in class taught by lecturer Jorge Martinez, we
also used the reference resources on the Internet to complete this project in the
best way. This project also has many shortcomings and has not achieved the
desired results due to the limitation of information sources. However, through
this project, we hope that we have presented the project in a reasonable and
rigorous manner according to the required standards of Digital Marketing thanks
to the enthusiastic guidance of the lecturer. By the end of the project, we have
accumulated more knowledge and experience to equip ourselves with more
necessary skills for future work. CONTEN 3 ĐẠI HỌC HOA SEN 1.
INTRODUCTION............................................................................................................5 2.
ANALYSIS...................................................................................................................... 6
2.1. Internal audit of Websites and Social Media.....................................................................6
2.2. External audit...................................................................................................................9
2.3. External audit.................................................................................................................11
2.4. SWOT............................................................................................................................11 3.
OBJECTIVE and KPI’s (SMART).................................................................................13 4.
STRATEGIES................................................................................................................13
4.1. SEO.................................................................................................................................13
REFERENCES................................................................................................................19 4 ĐẠI HỌC HOA SEN CONTENT 1. INTRODUCTION
The name Schannel is certainly not too strange to young people
anymore. This is a channel for information technology and
entertainment - an indispensable daily "spiritual food" for many young people in Vietnam.
Schannel's audience ranges from 13-30 years old, the ratio of Male to
Female is almost the same. This is a young audience, always interested
in innovation and knowledgeable in the use of technology devices and
the Internet. It can be said that Schannel's audience is the representative of Vietnamese youth.
Established in 2012 after more than many years of development,
Schannel is not only a channel to reivew technology products but has
also developed a variety of content and become a place to provide
information and entertainment content that is loved by many people. young Vietnamese.
Not stopping there, Schannel is developing under the model of an
advertising and talent management company. According to information
published on the website, the company currently manages more than 30
content creators, 17 Youtube channels, mainly members from the Schannel channel going up. Source: Schannel.vn 5 ĐẠI HỌC HOA SEN
Besides, Schannel has become an important partner for many
technology brands such as Oppo, Sony, Xiaomi, Vivo, Samsung... as
well as many other big companies such as Metub, Yeah1, VNG, Google, YouTube... 2. ANALYSIS 2.1.
Internal audit of Websites and Social Media Website URL: .
https://schannel.vn/ The website's name is short,
memorable, and searchable. Since the site was founded, schannel
has reached more than 5 million subscribers, and currently has
more than 100 members for a variety of media and review
networks. with more than 18 different channels on every topic in
life. Internal audit manages and analyzes risks, providing
experience for website development. Support access to more hits
and registrations. Support customers and provide content to
promote the brand as well as polish the personal name. Become a
multidisciplinary and creative media entertainment channel. Source: schannel.vn
Moreover, Schannel is constantly developing, reaching users in
many ways. SEO is a free search engine that attracts a lot of
attention from entrepreneurs, such as Google, Yahoo... Through it
helps Schannel reach potential customers, thereby creating valuable
marketing activities. rich, in addition, it is necessary to add useful 6 ĐẠI HỌC HOA SEN
information along with improving the user experience on the website.
In addition, Schannel can completely use SEM to compete for the
top impressions on the front page, paid search engines, but not
significantly. Help Schannel narrow the target audience, focus on
converting the audience file. But beware of SEM's return on
investment when using AdWords. With the development of
technology, and more than 93% of users experience the Internet,
SEM is a good choice to build a business name and make Schannel more known. Social media
Founded in mid-2009 and launched in 2013. Schannel has received
feedback from technology review videos. And people have
changedthemselves to manage the media and entertainment of the
younger generation. Currently, the channel has 3.1 million
subscribers, more than 10,000 videos have been posted and attracts a large number of customers. Source: thongke.speakr.com
According to the statistics on Schannel's youtube platform, it can be
seen that the channel's traffic and subscriptions fluctuate by 20,000
people in 1 to 2 weeks. Along with the strong growth Schannel has
succeeded in the internal audit and created a successful monthly 7 ĐẠI HỌC HOA SEN
income of $884.8 thousand USD on YouTube. With the number of
viewers in each video can be up to 1 billion. It can be seen that
Schannel has implemented the right branding process to reach
customers and bring resonance in the entertainment media.
In addition, Schannel works on both facebook, instagram and tik
tok coverage to increase its ability to reach customers around the
world. With more than 500 thousand followers on facebook and Tik
Tok respectively, 75 thousand people on Instagram. Along with
media entertainment content, as well as product advertising leads to
new customer files. Because this means is always loved and used
by young people. That could be the key to Schannel growing
further in entertainment and advertising channels. At the same time,
earning huge income helps Schannel reach the top of the famous
entertainment media award companies in Vietnam. Currently, the
media that are most active in the field of entertainment, as well as
improving the development of content creation, assisting customers 8 ĐẠI HỌC HOA SEN
in product introduction, have not yet brought products closer to users. 2.2. External audit
It's not strange to say yeah1's heat is undeniable. Established in
2006, just like Schannel, started from an electronic information site,
it can be said to be the leading entertainment media in Vietnam.
With more than ten years of experience in the entertainment
industry, Yeah1 has changed itself into an important and
indispensable part along with the development beyond the world.
And this is also the top competitor that Schannel must pay attention to. Source: vietstock
- With more than 7 million followers on tik tok and 1 billion
hashtag views. Each produced video will attach different hashtags
about the conveyed content. So the video will easily reach the
number of customers who have demand for that video content, the
benefits of the hashtag can help Yeah1 get closer to users.
- As for facebook, yeah1 divides it into categories, channels with
different content with more than 65 fan pages. Examples can be
mentioned are Yeah1 New, Music and Digital, .... A powerful
organizational force with a following of 85 million users. Help
Yeah1 always be displayed on the most searched, because they 9 ĐẠI HỌC HOA SEN
support multimedia, so reaching many customers with different
expertise is what Yeah1 wants to aim for to reign.
- To talk about Yeah1's most successful media can only be youtube
with a long track record of achievements with a total of 12 gold
buttons and 280 silver buttons from youtube with various media
channels managed by Yeah1. Not stopping there Yeah1 was voted
as the largest TV advertising agency in Vietnam, the leading MCM
in Asia, ... Successful with 56.9% of digital revenue in 2017. Up to
now at the moment, the echo of Yeah1 is said to be heavy for the
young generation of entertainment media in Vietnam. Source: yeah1group.com
Looking at the official statistics of yeah1, it can be concluded that
Schannel has a pretty heavy competitor. With the breakthrough
alliance strength, helping Yeah1 to be a resounding success in
diverse media. But not because of that, Schannel has a low rating,
with the development of technology combined with a variety of
content and ideas. Schannel is still firmly on the way forward,
creating a lot of attractive events, the young generation, along with
that Schannel will also be a place to train and support customers
who have needs related to good products, events or events. just a weekend talk show.
The reason why Schannel stands out completely among the "heavy"
videos is that it focuses entirely on quality. Products from the
"house" of Schannel are not only highly entertaining but also
provide useful information about technology and life for young
people in a very unique way, very Schannel. The channel is always
changing, and the material categories are wide. Each Schannel 10 ĐẠI HỌC HOA SEN
program has its own color, is unique, and provides the finest
possible experience for everyone. 2.3. External audit
Speaking of customers, Schannel wants to reach out to a wide
variety of customer files. And do many different things, for
example, about channels to introduce technology, or the meaning of
life, or can associate with partners to promote brand products with
the desire to improve quality, bring the value of the item comes
closer and helps to improve the view from the customer.
With the expansion of Schannel Network, it will be an opportunity
when working with a professional team and many years of
experience, Schannel will accompany to create attractive content,
improve weaknesses and overcome difficulties. difficulties faced by
an independent content creator. Guests are supported from
choosing ideas and concepts to the production, recording and editing of a complete video. 2.4. SWOT 11 ĐẠI HỌC HOA SEN
S Schannel's strong point is its very strong customer support force.
Along with that is diverse communication with different goals and
needs, building and developing young talents, developing brands
and creating content for cross-platform content distribution. These
are the highlights when it comes to Schannel
W And conversely, Schannel needs to strengthen the breakthrough
alliance, when looking at the competition. It can be seen that
Schannel is not really strong in controlling the media segment, as
well as there are many exploited vulnerabilities such as revealing
user information and related information. It will be harmful in the
long run if you do not plan to handle and fix errors like this.
O Schannel's biggest opportunity is electronic technology, from the
first days, electronic technology has accompanied Schannel to
serve a noble purpose, is a channel of interest to the young
generation, as well as a place for creativity. events, community 12 ĐẠI HỌC HOA SEN
videos, analysis and lessons learned. The era of 4.0 is developing
day by day, which will be the golden key to help Schannel stand
firm in the market, and at the same time, building many
information networks and electronic tools to support the company's purposes and plans.
T The challenge will be huge because now multimedia
entertainment companies are increasingly asserting their position
in Vietnam. Along with that, the sudden change in the legal
environment, how to maintain the customer file, build the
distinctive highlights of Schannel to have a perspective to attract
large investors and new and diversified customer files. form.
3. OBJECTIVE and KPI’s (SMART) Objectives
The goal is to expand the Schannel Network channel, always
actively create new content, bring diversity to the audience
watching the channel, develop into a company similar to Yeah1 and go on the stock exchange. SMART
S – Specipic: Schannel HCM City Recruitment.
M – Measurable: 2 VJ Chanel Intern “Schannel”.
A – Attainable: With current recruitment needs and financial
capacity, I want to recruitment 2 VJ Chanel Intern in Novermber 2022. 13 ĐẠI HỌC HOA SEN
R – Relevant: To expand Schannel and create opportunities for
interns to work with a professional team.
T – Timely: The goal needs to be done in November 2022 4. STRATEGIES 4.1. SEO
Schannel's audience ranges from 13-30 years old, the ratio of Male to
Female is almost the same. This is a young audience, always
interested in innovation and knowledgeable in the use of technology
devices and the Internet. It can be said that Schannel's audience is the
representative of Vietnamese youth. With a diverse audience and they
tend to look for new things about technology, here are the keywords
they can search for about Schannel on Google and the statistics of
users searching for these keywords. we find out through Google Ads Giai tri (entertainment) Schannel Network
Kenh thong tin giai tri (Infotainment channel)
Kenh thong tin cong nghe (Technology infomation channel)
CellphoneS (Schannel’s partner) Review an uong (Food review) Review iphone
Review dien thoai (Phone review) Review samsung HuyNL (Founder of Schannel) 14 ĐẠI HỌC HOA SEN 4.2. SEM
We choose keywords related to Schannel to buy and create ads for the company Review iphone Review samsung Review dien thoai CellphoneS 4.3. VIDEO
https://drive.google.com/file/d/12PgGY9l-XjBgsfiLhwyXW0- Z3GmHJ0xI/view?usp=sharing 15 ĐẠI HỌC HOA SEN
5. ACTION PLAN (Calendar and Budget) Example: Phase 1: SEM Google Ads 16 ĐẠI HỌC HOA SEN Phase 2: SMO on Youtube
04/05/2022: Onset with actress Bao Anh, Minh Hang
Company members joined: Chau Giang, Cuoi
Synopsis: Reaction some scenes in the newly released movie "Bay ngot ngao".
Purpose: to promote the new movie as well as the artist's image.
06/05/2022: Post videos on youtube channel Schanel
Title: SCHANEL REACTION l Minh Hang "laughs off the chair" with Dieu Nhi
in the reaction clip of the movie Bay ngot ngao Phase 3: SMM on Facebook 17 ĐẠI HỌC HOA SEN 18 ĐẠI HỌC HOA SEN 19 ĐẠI HỌC HOA SEN REFERENCES
https://ocd.vn/phan-tich-swot/
https://tuoitrethudo.com.vn/gap-go-ceo-kenh-giai-tri-schannel-163508.html
https://chickgolden.com/schannel-la-gi-1638590563/ 20