Một nghiên cứu về marketing trên mạng xã hội trường hợp goonline.vn.

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VIETNAM NATIONAL UNIVERSITY, HANOI
SCHOOL OF BUSINESS
HO ANH DUNG
A STUDY ON SOCIAL NETWORK SITES MARKETING
THE CASE OF GOONLINE.VN
MASTER OF BUSINESS ADMINISTRATION THESIS
Hanoi – 2010
VIETNAM NATIONAL UNIVERSITY, HANOI
SCHOOL OF BUSINESS
HO ANH DUNG
A STUDY ON SOCIAL NETWORK SITES MARKETING
THE CASE OF GOONLINE.VN
Major: Business Administration
Code: 60 34 05
MASTER OF BUSINESS ADMINISTRATION THESIS
Supervisor: Dr Vu Anh Dung
November, 2010
TABLE OF CONTENTS
ACKNOWLEDGEMENT ...............................................................................I
ABSTRACT .................................................................................................... II
TÓM TẮT ...................................................................................................... IV
TABLE OF CONTENTS.............................................................................. VI
LIST OF ABBREVIATIONS ....................................................................... X
LIST OF FIGURES ...................................................................................... XI
LIST OF TABLES ...................................................................................... XII
INTRODUCTION ........................................................................................... 1
1. RESEARCH BACKGROUND ............................................................................... 1
2. RESEARCH OBJECTIVES ................................................................................... 1
3. RESEARCH QUESTIONS .................................................................................... 2
4. SCOPE OF WORK.............................................................................................. 2
5. DATA SOURCE ................................................................................................ 3
6. METHODOLOGY .............................................................................................. 3
7. SIGNIFICANCE ................................................................................................. 3
8. RESULTS ......................................................................................................... 3
9. THESIS STRUCTURE ......................................................................................... 3
CHAPTER 1: THEORETICAL FOUNDATION........................................ 5
1.1 BASIC OF SOCIAL NETWORK SITE MARKETING ............................................ 5
1.2 HISTORY OF SOCIAL NETWORK SITES.......................................................... 6
1.3 TYPE OF SNS ................................................................................................ 9
1.4 FUNCTION OF SNS ..................................................................................... 11
1.4.1 Share ............................................................................................ 11
1.4.2 Show ............................................................................................. 12
1.4.3 Socialize ....................................................................................... 12
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1.4.4 Advertising & Sale ....................................................................... 12
1.5 OVERVIEW OF SNS MARKETING FROM THE SITE MASTER PERSPECTIVE. .... 13
1.51 Steps in SNS marketing ................................................................... 15
1.5.2 The way to interact with users ....................................................... 20
1.6 HOW TO GET BENEFIT THROUGH SNS ......................................................... 27
1.6.1 Create website .............................................................................. 28
1.6.2 Virtual Shop(e-commerce) ............................................................ 28
1.6.3 Speculate the domain name ......................................................... 28
1.6.4 Send spam .................................................................................... 29
1.6.5 Read advertising news ................................................................. 29
1.6.6 Hack account................................................................................ 29
1.6.7 Play game ..................................................................................... 30
1.6.8 Selling virtual property ................................................................ 30
1.7 CORE FACTORS FOR SUCCESSFUL SNS ....................................................... 30
1.7.1 Social Object ................................................................................ 31
1.7.2 Relationship & Privacy ................................................................ 32
1.7.3 User Interface ............................................................................... 34
1.7.4 Community Management ............................................................. 34
1.7.5 Collective Intelligence.................................................................. 35
1.7.6 Application Programming Interface (API) .................................. 36
1.7.7 Evolution ...................................................................................... 37
CHAPTER 2: THE CASE OF GOONLINE.VN PORTAL ..................... 39
2.1 OVERVIEW OF SNS IN VIETNAM ................................................................ 39
2.2 INTRODUCTION ABOUT GOONLINE.VN ................................................... 44
2.3 STRUCTURE OF GOONLINE.VN ................................................................... 49
2.3.1 GoOnline.vn design ........................................................................ 49
2.3.2 Font ............................................................................................... 49
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2.3.3 Main features ................................................................................ 49
2.3.4 Additional features ........................................................................ 49
2.4 INTERACTING WITH USERS ....................................................................... 49
2.5 TOOL TO MAKE MONEY ........................................................................... 51
2.6 THE LIMITATIONS OF GOONLINE.VN ....................................................... 52
2.6.1 Core platform and Content .......................................................... 52
2.6.2 Product .......................................................................................... 55
2.6.3 Marketing ....................................................................................... 55
2.6.4 Human resource ........................................................................... 56
2.6.5 Appearance .................................................................................... 56
2.6.6 Design and User Experience ......................................................... 56
2.6.7 The way to make money ............................................................... 57
2.7 COMPARISION GOONLINE.VN WITH CORE SUCCESSFUL FACTORS ............... 57
2.7.1 Social Object .................................................................................. 59
2.7.2 Relationship and privacy ............................................................... 59
2.7.3 User Interface ................................................................................ 60
2.7.4 Community Management ............................................................... 60
2.7.5 Collective Intelligence (CI) ............................................................ 60
2.7.6 API.................................................................................................. 61
2.7.7 Evolution ........................................................................................ 61
CHAPTER 3: SOLUTIONS TO IMPROVE GOONLINE.VN ............... 64
3.1 SOLUTIONS ................................................................................................ 64
3.1.1 Social Object .................................................................................. 64
3.1.2 Relationship & Privacy .................................................................. 64
3.1.3 User Interface ................................................................................ 67
3.1.4 Community Management ............................................................... 67
3.1.5 Collective Intelligence.................................................................... 68
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3.1.6 Application Programming Interface (API) .................................... 68
3.1.7 Evolution ........................................................................................ 71
3.1.8 Solution to get more benefits.......................................................... 71
3.1.9 Other solutions ............................................................................... 72
3.2 LIMITATIONS OF THE STUDY ....................................................................... 80
3.3 CONTRIBUTION OF THE STUDY .................................................................... 81
3.4 FUTURE OF THE STUDY ............................................................................... 81
CONCLUSION .............................................................................................. 83
REFERENCE ................................................................................................ 84
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LIST OF ABBREVIATIONS
API : APPLICATION PROGRAMMING INTERFACE
CEO : CHIEF ENTERPRISE OFFICER
CPM : COST PER MILE
CPC : COST PER CLICK
CPA : COST PER ACTION
FPT : FPT CORPORATION
MIC : MINISTRY OF INFORMATION AND COMMUNICATIONS
SEO : SEARCH ENGINE OPTIMIZATION
SEM : SEARCH ENGINE MARKETING
SNS : SOCIAL NETWORK SITES
UX : USER EXPERIENCE
VC CORP : VIETNAM COMMUNICATION CORPORATION
VNG : VINAGAME CORPORATION
VTC : VIETNAM TELECOMMUNICATIONS JOINT STOCK COMPANY
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LIST OF FIGURES
Figure 1.1. Timeline of the launch dates of many major SNS and dates
when community sites re-launched with SNS features ............. 8
Figure 2.1. Bounce rate of Facebook ......................................................... 40
Figure 2.2. Daily Traffic Rank Trend of Zing.vn....................................... 42
Figure 2.3. Daily traffic rank trend of GoOnline.vn .................................. 51
Figure 2.4. Time which users spend on GoOnline.vn ................................ 54
Figure 2.5. Time which users spend on Facebook.com ............................. 54
Figure 2.6. Bounce rate of GoOnline.vn .................................................... 58
Figure 2.7. The trend of GoOnline.vn ........................................................ 62
Figure 3.1. The daily pageviews per user of Facebook.............................. 70
Figure 3.2. The daily pageviews per user of GoOnline.vn ........................ 70
Figure 3.3. The percentage of site visits of GoOnline.vn .......................... 79
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LIST OF TABLES
Table 2.1. Percent of Search Traffic amd Querry of Zing music ............. 43
Table 3-1. The upstream traffic of GoOnline.vn ....................................... 75
Table 3-2. Percentage of GoOnline’s traffic ............................................. 77
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INTRODUCTION
1. Research background
Nowadays, Social Network Site (SNS) has become a phenomenon. In
recent years, millions of SNS have appeared and the growth of SNS seems not
to slow down. Many users (Microsoft Corp, Disney Corp…) have used SNS
for their marketing activities and many of them have obtained successes.
Microsoft, Disney1 are typical examples. Besides, thousands of small and
medium companies also succeeded in using SNS marketing2
In Vietnam, this trend has just been raised for 5 years3. However, the
effectiveness of using SNS as a social marketing tool for users/subscribers is
still an issue. VTC Online is one of the leading companies who first develop
SNS– GoOnline.vn – and to do business with the site. Though making some
achievements, VTC is still finding ways to effectively promote their SNS
GoOnline.vn and from that to gain more benefits from the site. That are
reasons I choose to study SNS marketing with the case of GoOnline.vn.
2. Research objectives
The main objective of this thesis is to study SNS marketing – focusing
on the case of GoOnline.vn. By analyzing the strengths and weaknesses of the
site by comparing with other SNS, the author proposes some solutions to
improve the SNS GoOnline.vn.vn and from that to explore effective ways to
1
Link http://www.msnbc.msn.com/id/15011765
http://home.disney.go.com/guestservices/international
2
Link http://www.beingpeterkim.com/2008/09/ive-been-thinki.html
3
Link http://ganxa.com/News/DetailNews.php?IDNews=3219
1
create more value for both subscribers/users and VTC Corporation (the owner
of the SNS GoOnline.vn).
3. Research questions
Based upon the research objective, the main question for this study is
―How can VTC Corporation improve the SNS GoOnline.vn to add more value
for both subscribers/users and itself?‖ In order to answer this question, the
research needs to answer the following subquestions:
What is the SNS and how to benefit from the SNS?
What are strengths and weaknesses of the SNS GoOnline.vn in terms of
creating value to both subscribers/users and the site owner VTC
Corporation?
How can VTC corporation can improve the SNS GoOnline.vn to add
more value for both subscribers/users and itself?
4. Scope of work
The thesis studies the theoretical foundation for SNS arisen by Internet
companies since 2005 when SNS became a worldwide phenomenon. For the
case GoOnline.vn, the author focuses the study on the period from April
2010, the time when the GoOnline.vn was launched, to present (October
2010).
The term ―value‖ in this study applies for both subscribers/users of the
SNS and the owner of the SNS. For subscribers/users, value means the
contents, fuctions and tools that the SNS offers for subscribers/users to benefit
from. For the SNS owner, it is the ways that the SNS charges its stakeholders
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for an amount of money for using the SNS.
5. Data Source
For the theoretical part, data sources are textbooks, articles from Internet.
As for the case study, data is obtained from discussing with GoOnline.vn’s
staffs and managers team and internal data, which are being tracked by
Google Analytics.
6. Methodology
The thesis use the empirical method, compare with other sites in the
study process and discuss with social network experts.
7. Significance
The thesis may contribute a part to the development of Internet industry
in Vietnam, which has been emerging recently. As Internet is forecasted to
booming in Vietnam in next few years, companies or individuals can benefit
the result of this study for business.
8. Results
First, the thesis delivers a systematic review of SNS marketing.
Secondly, the thesis studies the case of GoOnline.vn Portal and proposes
solutions to improve it.
9. Thesis structure
Apart from introduction, conclusion and reference parts, this thesis
includes three chapters. Chapter 1 reviews SNS and the use SNS as a
marketing tool and, thereafter, discusses the way to get benefit from SNS.
3
Chapter 2 explores the case of GoOnline.vn, the way they interact with users
and utilize the SNS GoOnline.vn to make money. Chapter 3 proposes some
solutions to improve the SNS GoOnline.vn
Chapter 1:
Theoretical Foundation
Chapter 2:
The case of GoOnline.vn
Chapter 3:
Solutions to improve GoOnline.vn
4
CHAPTER 1: THEORETICAL FOUNDATION
1.1 Basic of Social Network Site Marketing
During the past few years, SNS have become a worldwide cultural
phenomenon. The number of SNS has been increasing exponentially.
Technorati, a blog & SNS search site, say that they are now tracking 96.9
million blog & SNS all over the world4. In addition, Technorati gives some
conclusion about the number of SNS:
Social network has the basic characteristics. There is a direct
participation of many individuals (or businesses - but act as individual).
Beside, it is an open system the contents of the website was built by the
participants. SNS supports a variety of ways for members to interact. The
minimum features of social networks like profile of members (members must
have a place to share information about yourself, including your avatar, name,
age, gender, place of work) ... SNS also provides the amount of information,
and the names of the fields depending on the characteristics of each different
Social Networks. When users join in SNS, they have ability to connect
people: the members of the system must be able to make friends with each
other, the system must also support the ability to find new friends in many
different criteria to increase community capacity expansion. One of basic
characteristic of SNS is the interaction between the members: the members of
the system must interact with each other, whether through chat tools, or
offline message, or through the mail ... And SNS has a place for someone who
can bring something to a content can be articles, emotions, status, or images,
4
Source http://technorati.com/about/
5
to the other members in the system can view, comment on content.
1.2 History of Social Network Sites
According to the definition above, the first recognizable social network
site launched in 1997. SixDegrees.com is typical example. It allowed users to
create profiles, list their Friends and, beginning in 1998, surf the Friends lists.
Each of these features existed in some form before SixDegrees. Profiles
existed on most major dating sites and many community sites. AIM and ICQ
buddy lists supported lists of Friends, although those Friends were not visible
to others. Classmates.com allowed people to affiliate with their high school or
college and surf the network for others who were also affiliated, but users
could not create profiles or list Friends until years later. SixDegrees was the
first to combine these features.
―SixDegrees promoted itself as a tool to help people connect with and
send messages to others. While SixDegrees attracted millions of users, it failed
to become a sustainable business and, in 2000, the service closed. Looking back,
its founder believes that SixDegrees was simply ahead of its time‖ (A.
Weinreich, personal communication, July 11, 2007). While people were already
flocking to the Internet, most did not have extended networks of friends who
were online. Early adopters complained that there was little to do after accepting
Friend requests, and most users were not interested in meeting strangers.
The next, ―From 1997 to 2001, a number of community tools began
supporting various combinations of profiles and publicly articulated Friends.
AsianAvenue, BlackPlanet, and MiGente allowed users to create personal,
professional, and dating profiles—users could identify Friends on their
personal profiles without seeking approval for those connections‖ (O. Wasow,
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personal communication, August 16, 2007). The next wave of SNSs began
when Ryze.com was launched in 2001 to help people leverage their business
networks. Ryze's founder reports that he first introduced the site to his friends—
primarily members of the San Francisco business and technology community,
including the entrepreneurs and investors behind many future SNSs
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Figure 1.1. Timeline of the launch dates of many major SNS and dates
when community sites re-launched with SNS features
8
1.3 Type of SNS
Social Networking Sites are the sites that host social media.
Forums: Probably one of the first sites to allow for social interaction,
forums have been around for a while. Forums are typically comprised of
people with a similar interest. Users have conversations around a particular
given topic and build up relationships with each other. They provide a great
deal of information about a topic and is a great way to share user’s
knowledge.
SNS: People like to journal, and with the Internet they wanted to share
their lives more openly. Originally called web-logs, these personal journals
have advanced. Some personal journals still exist, while other SNS discuss a
particular niche or interest.
Micro-SNS: Similar to SNS, this is a micro journal of what is
happening right now. These sites can share what is going on in an individual
life or can be information the individual wants to share. Major news events
are now breaking online via microSNS. The best known microSNS is Twitter.
PhotoSharing:Social Networking Sites are known for sharing of
information, in this case photos. Users upload their pictures to Photo Sharing
Sites. Rather than having to send individual pictures to family, user send a
single link. You can tag user’s photos with keywords related to the image and
allow people to comment. Some popular photosharing sites are Flickr and
Picasa.
Video Sharing: Youtube is the video sharing site that almost everyone
has seen. Videos are shared online, keywords are added so people can search
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for those terms or for the video title. People can comment if the video owner
allows. Like other forms of social media it allows for a more personal look of
the actual user.
Professional: Networking has long been touted as an asset in
professional circles. Networking allows the person to connect with people and
by those connections meet other professionals that person knows. Professional
social media allows for that type of opportunity online. Thus if user move
away from user’s home town user can still remain connected to user’s ex-
coworkers and others in user’s profession. Linked In is one of the top
professional social networking sites.
Social: After user have worked with people a while, they may become
user’s friends. Then user have friends from church, from user’s school, and
friends user have met in a wide variety of ways. Social networking sites are
about being social, so there are sites purely for allowing users to stay in touch
with people whom they know. While MySpace was the leader, the current
leader is Facebook. It is growing around the world.
Bookmarking: The major purpose of these social networking sites is the
sharing of information. If user read a web page that is interesting, informative,
or inspirational user may choose to bookmark it. By doing this user are saying
that user like it. Your friends will learn what user liked and can choose to read
it. Pages that many people bookmark become popular and drive others to that
page as well. Digg, Delicious, and StumpleUpon are very popular
bookmarking websites.
Other formats: There are other types of social networking sites out
there, some are very similar to the ones mentioned here. Many sites have a
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major form of socializing and then use the other types as a other ways for
users to interact. People love to socialize and interact, so this is a growing
field with ever more sites.
There are other types of social networking sites out there, some are
very similar to the ones mentioned here. Many sites have a major form of
socializing and then use the other types as a other ways for users to interact.
People love to socialize and interact, so this is a growing field with ever
more sites.
According to According to eBizMBA5, there are the 15 Most Popular
Social Networking Websitess as derived from our eBizMBA Rank which is
an average of each website's Alexa Global Traffic Rank, and U.S. Traffic
Rank from both Compete and Quantcast. Denotes an estimated Quantcast
rank for websites yet to be Quantified (see Appendix)
1.4 Function of SNS
Most social networking websites are supported by paid advertisements
that appear on member pages. Because of this, most social networking
websites do not carry membership charges and offer free services to all users.
1.4.1 Share
All of SNS focus on this function. Sharing is one of the most important
fuction in one SNS.
Feature: Users can create and customize a profile with certain content
such as name, location, interests, website links, and more.
5
Source http://www.ebizmba.com/articles/social-networking-websites
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