ANALYSIS OF FACEBOOK ADVERTISING INDEX (FACEBOOK ADS) AND MAKING BUSINESS OPERATIONS FOR THE MARKET OF MALAYSIA OF VNE ECOMMERCE BUSINESS JOINT STOCK COMPANY

PROFESSIONAL BACHELOR DEGREE IN
E - COMMERCE AND DIGITAL MARKETING

INTERNSHIP REPORT
ANALYSIS OF FACEBOOK ADVERTISING INDEX
(FACEBOOK ADS) AND MAKING BUSINESS OPERATIONS
FOR THE MARKET OF MALAYSIA OF VNE ECOMMERCE
BUSINESS JOINT STOCK COMPANY

Name of student: NGUYEN Truong An
University year: 2020 – 2022
Tutor at TMU: MBA. Nguyen Minh Duc
Tutor at USTV:
Mr. Francois Lacroux
Mr. Philippe Bonfils
Tutor at (Company):
Manager : Nguyen Huu Khuong
Leader : Duong Cong Dinh


Hanoi – 2022


ACKNOWLEDGEMENTS
To complete the internship and report today, I received the attention of teachers from
Thuong Mai University, Institute of International Cooperation – Thuong Mai University,
University of Toulon and colleagues at VNE Ecommerce Business Joint Stock Company
with many valuable and dedicated advice and guidance from everyone.
First of all, I would like to especially thank MBA. Nguyen Minh Duc - the
instructor of the University of Commerce, Mr. Francois Lacrouxa and Mr. Philippe
Bonfils - the instructor of the University of Toulon, who enthusiastically helped me

and gave me many advices for the newspaper. my internship report. In addition, the
teachers taught me valuable knowledge to help with the report and during the
internship.
Secondly, I would like to thank VNE Ecommerce Business Joint Stock Company,
especially Mr. Nguyen Huu Khuong - Branch Manager and Team Leader Mr. Duong
Cong Dinh - who is also a direct instructor, has dedicated and enthusiastic to support
me during my internship at the company, teaching me new knowledge and skills that I
have never learned in university.
Finally, I would like to thank my friendly colleagues from VNE Ecommerce
Business Joint Stock Company for accompanying me, for sharing their experiences
and challenging moments in the process. internship program.
Although I have tried to absorb the comments and suggestions of lecturers and
companies to successfully complete the graduation thesis report, there are certainly
shortcomings. Therefore, I look forward to receiving comments from teachers and
companies.
I guarantee this is the subject of my report. Results and evaluation, the data in the
graduation internship report are taken at VNE Ecommerce Business Joint Stock
Company, not copied from other sources. I am fully responsible to the school for this
commitment.
I sincerely thank you!
Ha Noi – Viet Nam, May 2022
Student
An
Nguyễn Trường An
1


TABLE OF CONTENTS
ACKNOWLEDGEMENTS............................................................................................1
TABLE OF CONTENTS................................................................................................2

LIST OF ACRONYMS..................................................................................................5
LIST OF DIAGRAMS...................................................................................................6
LIST OF TABLES..........................................................................................................8
CHAPTER 1: INTRODUCTION ABOUT VNE ECOMMERCE BUSINESS JOINT
STOCK COMPANY AND THE INTERNSHIP REPORT AT THE COMPANY..........9
1.1. General introduction about VNE Ecommerce Business Joint Stock Company...........9
1.1.1. Overview of company...........................................................................................9
1.1.2. The process of establish and development of the company..................................9
1.1.3. Organizational structure and human resource...................................................11
1.1.3.1. General organizational structure......................................................................11
1.1.3.2. Functions and duties of departments in the organization:...............................13
1.1.3.3. Duties of departments and divisions in the company:.....................................14
1.1.4. The main business categories of the company...................................................15
1.2. About the internship report project at VNE Ecommerce Business Joint Stock
Company...................................................................................................................... 17
1.2.1. The reason for choosing project topic................................................................17
1.2.2. The goal of the project.......................................................................................18
1.2.3. Internship plan...................................................................................................18
1.3. Internship in VNE Ecommerce Investment Joint Stock Company........................18
1.3.1. Department structure and internship position....................................................18
1.3.2. Working process and responsibility for arranging work....................................19
1.3.2.1. Work placement responsibilities.....................................................................19
1.3.2.2. Basic workflow...............................................................................................19
1.3.3. Daily tasks.........................................................................................................20
CHAPTER 2: SOME BASIC THEORIES ON MARKETING AND ONLINE
MARKETING ACTIVITIES THROUGH SOCIAL NETWORKS: FACEBOOK ADS
..................................................................................................................................... 21
2.1. General definitions of Marketing, Digital Marketing and Social Media Marketing:..21
2.2. General theories of Social Media Marketing........................................................21
2.3. General theories about Facebook marketing:........................................................22

2


2.3.1. Concepts and benefits of communication through social networks:...................22
2.3.2. What is Facebook Marketing?...........................................................................23
CHAPTER 3: ASSESSING THE CURRENT STATE OF BUSINESS ACTIVITIES OF
VNE ECOMMERCE BUSINESS JOINT STOCK COMPANY....................................27
3.1. Assessment of business activities of VNE Ecommerce Business Joint Stock
Company...................................................................................................................... 27
3.1.1. Business situation …………………………………………………………..…27
3.1.2. Personnel situation of VNE Ecommerce Trading Joint Stock Company in the
period of 2020 - 2021..................................................................................................28
3.2. Evaluation of marketing communication activities via Facbook social network of
VNE Ecommerce Business Joint Stock Company in the period of May 2021 to May
2022............................................................................................................................. 29
3.2.1. Organizing marketing and resource allocation in the marketing department....29
3.2.1.1. Marketing department roles............................................................................29
3.2.1.2. Allocation of resources in the Marketing department:....................................29
3.2.2. Activities of marketing departments in the company..........................................31
3.2.2.1. Market research activities...............................................................................31
3.2.2.2. Mixed marketing activities..............................................................................31
3.2.3. General assessment of marketing activities.......................................................32
CHAPTER 4: CASE STUDY - ANALYSIS OF FACEBOOK ADVERTISING INDEX
(FACEBOOK ADS) AND PROPOSING SOLUTIONS FOR THE DIRECTION OF
BUSINESS ACTIVITIES IN MALAYSIA MARKET OF VNE ECOMMERCE
BUSINESS JOINT STOCK COMPANY......................................................................33
4.1. Market research and analysis: Malaysian Market....................................................33
4.1.1. Objectives of social media marketing................................................................33
4.1.2. Target market.....................................................................................................33
4.1.3. Target customer..................................................................................................34

4.1.4. Competitors........................................................................................................34
4.2. Case study: Analysis of Facebook Advertising Index (Facbook Ads) of VNE
Ecommerce Business Joint Stock Company: Performing Facebook Ads in Malaysia
market: FISHING BAIT..............................................................................................35
4.2.1. Analysis of facebook ads of fishing bait products: MONSTER BAIT S1............35
4.2.1.1. Product introduction........................................................................................35
4.2.1.2. Process of making materials for product.........................................................36
3


a, Landing Page (website for customers to buy products)............................................36
b, Product video...........................................................................................................38
c, Build Facebook Fanpage..........................................................................................39
4.2.1.3. Create and track campaigns for products on the Facebook Ads platform........41
a, Identify goals and project results:............................................................................41
b, Steps up the campaign.............................................................................................41
c, Follow and analyze campaign metrics.....................................................................45
4.3. Assess the index according to the cases and propose solutions - directions of
business activities for VNE Ecommerce Business Joint Stock Company....................46
4.3.1. Evaluate the product index advertised and propose the direction of business
activities for the company: fishing bait products - divided into 3 cases.......................46
4.3.1.1. Case 1 - advantage advertising index:.............................................................46
4.3.1.2. Case 2 – disadvantage advertising index.........................................................48
4.3.2. Proposing a number of business solutions for the company...............................49
CHAPTER 5: EVALUATION OF THE INTERNSHIP PROCESS................................50
5.1. Advantages in the internship process and difficulties in the internship process....50
5.1.1. Advantages.........................................................................................................50
5.1.2. Difficulty............................................................................................................50
5.2. Results achieved and contributions to the company during the internship............50
5.2.1. General results of marketing for products..........................................................50

5.2.2. Personal results contributed to the marketing department and the company of
the product...................................................................................................................51
5.3. Internship gained..................................................................................................52
5.4. Future career plan.................................................................................................53
CONCLUSION............................................................................................................54
REFERENCES............................................................................................................. 55

4


LIST OF ACRONYMS
ACRONYMS
ADS
SMM
CPM
CTR
CPC

ORIGINAL WORD
Advertising
Social Media Marketing
Cost Per Mille
Click Through Rate
Cost per Click

LIST OF DIAGRA

5

Diagram 1.1: General organizational structure.............................................................11
Diagram 1.2: Organizational structure of VNE Ecommerce Trading Joint Stock
Company by department..............................................................................................12
Diagram 1.3: Structure of the central management apparatus at VNE.........................14
Diagram 1.4: Diagram of business products of VNE...................................................15
Diagram 3.1: Number of employees at VNE in the period of 2020 - 2021..................28
Diagram 3.2: Marketing department organizational structure......................................30

6


LIST OF FIGURE
Figure 1.1: Company logo.............................................................................................9
Figure 1.2: Image of VNE's Marketing team's office...................................................15
Figure 4.1: Malaysians' internet and social media usage report for 2020.....................34
Figure 4.2: MONSTER BAIT S1 fishing bait products...............................................35
Figure 4.3: Landing Page Website...............................................................................36
Figure 4.4: Landing Page's design interface.................................................................37
Figure 4.5: Purchase registration form and Google Sheets customer data table...........37
Figure 4.6: Monster BAIT S1 product landing page website completed......................38
Figure 4.7: The site converts text to voice...................................................................38
Figure 4.8: Video editing software interface................................................................39
Figure 4.9: Build a Sales Page.....................................................................................39
Figure 4.10: Image of articles on the Page...................................................................40
Figure 4.11: Facebook Ads Manager...........................................................................41
Figure 4.12: Campaign creation process......................................................................42
Figure 4.13: Campaign interface..................................................................................42
Figure 4.14: Ads group interface..................................................................................44
Figure 4.15: Ads Interface............................................................................................45
Figure 4.16: Monster Bait S1 product campaigns........................................................46

Figure 4.17: Campaign with favorable index of MONSTER BAIT S1 product..........47
Figure 4.18: The campaign with the disadvantage index of MONSTER BAIT S1
product......................................................................................................................... 48
Figure 4.19: Results on the report of the marketing department from 1/3/2022 to
27/05/2022: MONSTER BAIT S1 (FISHING BAIT: FB)...........................................50
Figure 4.20: Personal results for marketing activities in the period 01/03/202227/05/2022...................................................................................................................52

7


LIST OF TABLES
Table 1.1: Vision, mission, business philosophies and core values of VNE Ecommerce
Business Joint Stock Company....................................................................................10
Table 1.2: Some typical products and being advertised...............................................16
Table 1.3: 3 month internship plan (March 1, 2022-May 27, 2022).............................18
Table 1.4: Daily duties at the company........................................................................20
Table 3.1: Some indicators reflecting the company's business results for the period
2020-2021....................................................................................................................27
Table 4.1: Ads index review – case of advantage index...............................................47
Table 4.2: Ads Index Review – Case of disadvantage indicators.................................48
Table 4.3: Revenue of Marketking division in March 2022 of MONSTER BAIT
Fishing Bait Spray (VND)...........................................................................................51
Table 4.4: March 2022 revenue of monster bait spray products of individuals (VND).....52

8


CHAPTER 1: INTRODUCTION ABOUT VNE ECOMMERCE BUSINESS
JOINT STOCK COMPANY AND THE INTERNSHIP REPORT AT THE
COMPANY

1.1. General introduction about VNE Ecommerce Business Joint Stock
Company
1.1.1. Overview of company
- Company name: VNE ECOMMERCE BUSINESS JOINT STOCK COMPANY
- International name: VNE ECOMMERCE BUSINESS JOINT STOCK
COMPANY
- Tax code: 0109373602
- Phone number: 0866930863
- Work Address : 2th Floor, FLC LandMark Tower, No. 2 Le Duc Tho, Nam Tu
Liem District, Hanoi City, Vietnam
- Head office: No. 68 Duong Dinh Nghe, Yen Hoa, Cau Giay, Hanoi
- Person grand Area : Bui Hai Son
- Website: />- Company’s logo:

Figure 1.1: Company logo
1.1.2. The process of establish and development of the company
VNE Ecommerce Business Joint Stock Company was established at the end of
2019, formerly known as BP Investment and Trading Joint Stock Company. After
nearly 2 years of operation, VNE ECOMMERCE is gradually reaching out to become
a leading e-commerce company in the field of home appliances not only in Vietnam
but also in Southeast Asia. These are considered the initial successes of VNE.
- Currently the company has 4 branches in Hanoi, 1 branch in Ho Chi Minh City
and branches spread throughout Southeast Asia with 1 branch in the Philippines, 1
branch in Thailand, 1 branch in Indonesia, 1 branch in Malaysia.

9


- Currently, VNE ECOMMERCE is an e-commerce enterprise with a scale of
nearly 500 domestic and foreign employees, with well-trained expertise and skills in

many fields. With an ever-expanding scale, VNE ECOMMERCE is creating hundreds
of jobs every year for workers in Vietnam and Southeast Asia; at the same time,
contributing to the strong development of Vietnam's e-commerce in recent years.
Table 1.1: Vision, mission, business philosophies and core values of VNE
Ecommerce Business Joint Stock Company
“Top 10 Ecommerce Companies in Southeast Asia”

Vision
Business philosophy

Mission

“VNE ECOMMERCE creates a more comfortable life when all
needs are met in a timely manner.”
“Providing close and practical product lines to improve the lives
of users, towards a sustainable future with high-end home
appliance brands.”
Think Big: Think Big - Work Small - Growth Leap.
Happiness: Bring happiness to both customers and employees of
VNE.
Focus, Fast: Focus on the right problem, solve quickly and
effectively.
Go Bold: Always ready to take on challenges, get out of your

Core values

comfort zone.
Communication: Communicate honestly, enthusiastically, fully
and frankly.
Strategic Thinking: Strategic thinking, planning, clear goal

system.
Action: Be drastic in each action, continuously improve to

achieve the set goals.
(Source: Extracted from the integration document of VNE Ecommerce Business
Joint Stock Company)
Since its establishment, VNE Ecommerce Business Joint Stock Company has set
its development goal in the future to not only dominate the domestic market, but VNE
ECOMMERCE's vision is to become an enterprise belonging to VNE. top 10 ecommerce businesses in Southeast Asia. VNE ECOMMERCE has always strived to
become a reliable online shopping address with the mission of "Providing close and
practical product lines to improve the lives of users, towards a sustainable future with
brands. high-end home appliance brand.”
10


1.1.3. Organizational structure and human resource
1.1.3.1. General organizational structure

Diagram 1.1: General organizational structure
(Picture source: Internal documents of VNE Ecommerce Business Joint Stock
Company)
- General Director: Bui Hai Son
- Chairman of the Board of Directors: Nguyen Son Tung
- Vice Chairman of the Board of Directors cum Head of Risk Control Committee
and Marketing Director: Ha Tien Cuong
- Deputy Director in charge of APG operation: Le Minh Hoang
- Director of VNS Business Division: Do Van Nghia
- Director of CLUX Business Division; Duong Tuan Trung
After more than 2 years of operation, VNE Ecommerce Business Joint Stock
Company has developed and expanded its scale. VNE's structure is divided into

different business blocks (or centers).
- The head office will consist of CLUX Sales Division and Back Office
department
- Headquarters 1 Mac Thai To includes divisions of VNS Business Division
(VNE 03 and VNE 04), subsidiary ONES (Ones Media & Entertainment), subsidiary
HTS (Trading, Services and Import-Export Co., Ltd.) HTS password) and Brand
X2000.
11


- Headquarters 2 at 290 Nguyen Trai includes divisions in VNS Business
Division (VNE 01, VNE 02 and VNE 05).
- Headquarters 3 at 247 Cau Giay includes divisions of APG Business Division
(in charge of Thailand and Philippines markets 01 and 02)
- Headquarter 4 is located in Marikita Manila
- Headquarter 5 located in Jakarta Indonesia
- Headquarter 6 Tran Dang Ninh includes divisions of APG (in charge of
Philippines 03 and Indonesia market 1)
Currently, the company is continuing to expand the market and open a 7th
headquarters at 5 Le Duc Tho, the operating location of VNE HCM - Malaysia
business division.
Below is a chart of the company's organizational structure by department:

VNE ECOMMERCE BUSINESS JOINT STOCK COMPANY
BUSINESS
BLOCK VNS
VNE 01

VNE HCM
MALAYSIA

BUSINESS
BLOCK APG
APG PHI

APG INDO

APG THAI

CLUX BUSINESS
BLOCK

BACK
OFFICE

CLUX 01

HUMAN RESOURCES
DEPARTMENT

VNE 02

APG PHI
MANILA

APG INDO
01

CLUX 02

ACCOUNTING
DEPARTMENT

VNE 03

APG PHI
CEBU

APG INDO
02

CLUX 03

CONTROLOPERATION
DEPARTMENT

VNE 04

APG INDO
03

MARKETING
DEPARTMENT

VNE 05

ASSISTANCE
DEPARTMENT
LOGISTICS
DEPARTMENT

Diagram 1.2: Organizational structure of VNE Ecommerce Trading Joint Stock
Company by department
(Source: students compiled from internal corporate documents)
1.1.3.2. Functions and duties of departments in the organization:
In all organizations or businesses, the harmonious combination of working
departments brings good business efficiency and high work morale to the members of

12


the company. In VNE company, there are differences in the rules of work association
between departments as follows:
Each business block covers a different regional market.
- VNS: in charge of business activities in Vietnam market (on social networking
platforms).
- APG: in charge of business activities in the markets of Thailand, Indonesia and
the Philippines.
- VNE HCM Malaysia: in charge of business activities in the Malaysian market.
- CLUX: in charge of business activities on e-commerce platforms such as
Shopee, Lazada, Tiki,....
- Back Office block: includes departments such as Human Resources
Administration, Accounting, Operations Control, Marketing, Assistant Department and
Logistics. The departments of the Back Office block at the head office will take care of
the work of all the centers.
Management structure of the company:
Chairman of the
Board(Founder)
Director
Center Head (Block

Manager)
Operation Coordination
Department

Marketing
Department

Coordinator
Human resource
department
Accountant

13

Sales
Departme


Structure of management apparatus at each center (Business block):
Center director
(block)
Head of
Marketing

Head of Operations
Coordination

Head of Sales

Marketing

Department

Sales and
Customer Service
Department

Personnel Administrat
Department
Accounting
department

Operation Coordinatio
Department

Diagram 1.3: Structure of the central management apparatus at VNE
(Source: synthesized by students)
Thus, the company is structured into separate business blocks according to
different markets, but still operates and is oriented to operate according to the same
business goals of the company.
1.1.3.3. Duties of departments and divisions in the company:
Board of Directors: the head of the legal representative and responsible for the
company's law. Provide development direction, monitor and check the company's
activities. Formulate strategy, business plan, market development. Approve requests
and proposals of departments, make investment decisions and evaluate business
performance.
Marketing Department: implementing advertising plans for the proposed
products. Market research, product advertising planning, advertising platforms
research. Test, track and optimize campaign effectiveness. Synthesize and transfer
customer information to the sales and customer care department.
- Sales and Customer Care Department:

+ Contact product consulting with customers according to information obtained
from the Marketing department, selling products and up-selling products.
+ Resolve customer inquiries throughout their purchasing process (before, during
and after purchase), ensuring customer satisfaction.
- Operation Coordination Department:

14


+ Coordinator: plan, organize, operate, monitor and arrange for the work to go
smoothly, acting as a bridge between the Marketing department and the Sales
department.
+ Personnel administration: performing HR-related activities, recruiting
personnel, managing personnel, storing and managing employee records, managing
company assets, ensuring benefits for employees. Staff.
- Accounting: checking invoices, vouchers and spending proposals from
departments, managing cash flow in receipts and payments, completing all kinds of
financial statements, reporting to tax authorities. Make settlement.

Figure 1.2: Image of VNE's Marketing team's office
1.1.4. The main business categories of the company
VNE's main business is e-commerce and retail:
VNE
Kitchen tools
Blender
Compressor
Fryer
without oil
Fried

Machinery,
Supplies

Bedroom tools

Welding
machines

Mosquito
suction
machine

Hand-held
cutting
machine

Vacuum
cleaner

Adhesive tape,
water glue,...

Other items

Electric cooker
Other items

Diagram 1.4: Diagram of business products of VNE
15

Other products
Multi-purpose
foam spray
Spray bait


(Source: synthesized by students)
Main business products: VNE distributes products of genuine household goods
(X2000) and spray bait products (Mastsumoto).
Brand X2000:
- Products (materials) for home improvement: Adhesive tape, welding glue,
cutting machine, water glue, ...
- Kitchen tools: Air fryer, Blender, Slow juicer,...
- Utilities household items: Spray foam cleaner, Protective gloves, Mosquito
attractor, ....v.v..
Table 1.2: Some typical products and being advertised
No

PRODUCT NAME

PICTURES

Super Tape X2000
1

2

3

Fishing Bait: MONSTER BAIT

S1

Fishing Rod: POCKET FISHING
PEN

(Source: On the company's website VNE ECOMMERCE)

16


1.2. About the internship report project at VNE Ecommerce Business Joint
Stock Company
1.2.1. The reason for choosing project topic
The market economy and the trend of international integration create a dynamic
business environment, full of opportunities and challenges for businesses. Facing
difficulties and challenges in the international competitive environment, the
application and exploitation of e-commerce marketing is a problem for businesses.
An effective e-commerce marketing application will bring many benefits: help
businesses save time and costs to access the market, shorten the time to bring
information to customers, especially the ability to directly reach out to customers.
customers 24/7, this is the best way to understand and meet customer needs. In addition,
e-commerce marketing also helps businesses establish and strengthen partnerships, find
business opportunities, etc. While traditional marketing must use a combination of many
means to operate, e-commerce marketing only needs to go through the internet. is able
to conduct all activities from market research, providing information about products and
services, advertising, collecting customer opinions. Marketing is an essential and
budget-consuming part of a business, but it also brings a lot of efficiency to the business
if done correctly. Online business, too, also requires good e-commerce marketing.
Online business, too, also requires good e-commerce marketing.
VNE Ecommerce Investment Joint Stock Company is trading in a variety of

products and targeting many markets in Southeast Asia. The company is using two
main forms of marketing through social networks such as Facebook (FB Ads and
Tiktok) and through e-commerce platforms. However, the fact that the application of
e-commerce marketing to VNE's actual business activities is not effective because
there is no strategy as well as clear plans and policies. The most important issue is
reading the regulations. Marketing indicators, planning, if businesses plan properly to
adapt their products to each specific target market, it will create the basis for
businesses to quickly develop and stand firmly in the market.
Therefore, as an intern in the position of Marketing Facebook Ads, I have chosen
this topic to be able to apply what I have learned and experienced at the company.
Along with that, give some personal suggestions to contribute to improving the
company.
17


1.2.2. The goal of the project
- Learn, analyze target customers of the Malaysian target market
- Prepare and complete materials to post on facebook fanpage: website, video,
content
- Set up Facebook Ads campaign
- Observe, collect and analyze Facebook Ads metrics
- Contribute ideas to make business decisions for the company
1.2.3. Internship plan
Table 1.3: 3 month internship plan (March 1, 2022-May 27, 2022)
Date
From: 1st To: 15th March 2022

th

th

From: 16 To: 3 March 2022

Task / Mission
Task 1 / Mission 1: Get

Outcome
Get used to the new

familiar with the working

working environment and

environment at the

with everyone in the

company.
Task 2 / Mission 2: Learn

office.
Learn how to work every

how everyone work on the day from people.
st

th

From: 1 To: 15 April 2022

team.
Task 3 / Mission 3: Learn

In-depth knowledge of

about product materials and products.
product ingredients:

From 16th To: 30th April 2022

Landing Page, video,..
Task 4 / Mission 4: Learn

Know how to login, use

in-depth knowledge about

the Facebook Ads ad

Facebook Ads
Task 5 /Mission 5: Start

manager
Reach customers, have

From 1st April To: 27th May 2022 working on a created page target customer data
post campaign
1.3. Internship in VNE Ecommerce Investment Joint Stock Company
1.3.1. Department structure and internship position
- Position: Facebook Ads Marketing Intern

- Department: Marketing Department – Center HCMMalaysia
- Head of Center: Mrs Nguyen Huu Khuong
18


- Leader of facebook team: Mrs Duong Cong Dinh
- Number of personnel: 25 peoples
1.3.2. Working process and responsibility for arranging work
1.3.2.1. Work placement responsibilities
- Work arrangement: Follow the basic process and assignment of the leader
+ The work may change depending on the unexpected assignment of the leader:
only making materials for 1 day, testing new products.
+ Collaborate with colleagues to give the most accurate final opinion.
1.3.2.2. Basic workflow
- STEP 1: Identify and analyze the target market, target customers: Household
products, smart appliances for the Malaysian market
- STEP 2: Prepare materials for the product: make website, video, photo, content
- STEP 3: Prepare the facebook page, raise the page, post on the page.
- STEP 4: Get the available virtual via (facebook account). Sign in to the ads
manager. Recommend the cost of running ads.
- STEP 5: Create a campaign: Set the campaign name, time, campaign grouping,
select posts to create a campaign
+ Use the right budget
+ Target on target customers, geographical location, age, gender
+ Target on demographics, interests, behaviors
- STEP 6: Care, analyze the campaign has been up. Monitor performance and
metrics to reduce budget, turn off/on campaigns accordingly.
- STEP 7: Collect phone numbers, customer data posted on POS for sales staff
- STEP 8: Analyze the results, contribute ideas to make business decisions for the
department and the company.

19


1.3.3. Daily tasks
Table 1.4: Daily duties at the company
A Day

Time

Task

Note
s

8 A.M

- Begin work
+ Post customer phone numbers on POS (working interface
between marketing and sales departments)

8h30 A.M

+ Fill in the daily report
- The first report in the morning time frame for the leader
to track metrics and costs

Morning

+ Re-analyze the previous day's campaign

+ Prepare product materials for a new campaign: website
(using landipage), video, content
+ Post on fanpage
11 A.M
12 A.M
13:30 P.M

+ Suggested cost to run ads
- Second report in the morning time frame
- Eat the lunch and relax
- Begin work
+ Care campaign was up in the morning: cost, difference

Afternoon

+ Post the number on POS for sales
14:30 P.M
17 P.M
17:30 P.M

+ Manage fanpage
The first report in the afternoon time
Second report in the afternoon time frame
Finish work

20


CHAPTER 2: SOME BASIC THEORIES ON MARKETING AND ONLINE
MARKETING ACTIVITIES THROUGH SOCIAL NETWORKS: FACEBOOK

ADS
2.1. General definitions of Marketing, Digital Marketing and Social Media
Marketing:
According to Philip Kotler (2003) marketing is understood as follows: Marketing
is a social and managerial process by which individuals and groups obtain what they
need and want through creating, offering and sell and exchange products of value with
others
Definition of “Digital Marketing”: According to Philips Kotler: “Digital
marketing, or electronic marketing, is the process of planning the product, price,
distribution, and promotion of products, services, and ideas to satisfy them. needs of
organizations and individuals based on electronic media and the Internet”.
According to Joel Reedy: "Digital Marketing: includes all activities to satisfy the
needs and wants of customers through the internet and electronic means".
In general, what is Digital Marketing, can be understood as marketing activities
and information exchange, brand promotion through Internet and digital platforms.
Definition of “Social Media Marketing” (SMM): It is roughly translated as
marketing communication on social networks. Social Media Marketing is a method of
mass communication (social) on the basis of online services – ie websites on the
Internet. Users create traditional products such as news, articles, images, video clips...
and then publish them on the Internet through social networks or forums, blogs...
shared and commented on by the online community, so there is always dialogue. This
is a new media trend that is different from the previous mass media.
2.2. General theories of Social Media Marketing
- Characteristics of social media marketing:
As a new marketing channel based on social media tools, social media marketing
also carries the four characteristics of social media.
First, social media marketing is built on the Internet and Web 2.0.

21

Second, social media marketing strengthens relationships with customers. nurture
good and exciting experiences in the hearts of customers, especially potential
customers through the fact that they can interact in a completely proactive way.
- Third, social media marketing is very community and viral.
- Fourth, social media marketing is in the marketing strategy of the business, so it
also pursues the sales, profit and market share goals of the business.
- The advantages of social media marketing:
+ Multidimensional interoperability
+ Viral effect
+ Low cost or may not cost
+ Easy access media
- The disadvantages of social media marketing:
+ Also adjusted because of a source of information but there are many
perspectives so the information is easily disturbed. In another case, after passing on
too many people, too many ranks, it is difficult for the public to determine what is the
credible aspect, which fails the communication by not providing enough information
that the public cares about.
+ Social media provides information in an amateur nature, there is no clear
periodicity, the communicator is also not a professional person and also cannot give a
large amount of information, of sufficient quality,
+ Build trust both good causes and difficulties in establishing the trust of a public
group because of the low objectivity.
+ Because of its low cost and high openness, social media marketing is unlikely
to have a strong position in the industry.
2.3. General theories about Facebook marketing:
2.3.1. Concepts and benefits of communication through social networks:
- According to Philip Kotler (2002), marketing communication is the activity of
communicating indirectly or directly about the product and the business itself to
customers to convince them to trust the business as well as the product and buy the

product of the business.
- Benefits:
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+ Social media has many types of activities that are supported by technology.
These activities include sharing photos, blogs, online games, social networks, video
sharing, business networks, virtual worlds, writing review reviews,... Even state
agencies and politicians take advantage of social media to reach out to the public and
voters.
+ For individuals, social media is used to connect the person with family and
friends. Some people will use a variety of social media to connect career opportunities,
find people with similar interests, feelings, insights, and feelings. These people
engaged in these activities are part of virtual social networks.
+ For businesses, social media is very practical in their business activities.
Companies use the platform to find and reach out to customers, drive sales through
advertising activities, promote, capture customer trends, and provide services and
support to customers.
2.3.2. What is Facebook Marketing?
- Concept:
Facebook has until now been considered the largest social network in the world,
they are almost a miniature world, contributing to the creation of freedom for people
and efforts in creating a flat world where there is no distance between the real world
and the internet.
Facebook marketing is the fact that you have products and services; find out what
the needs of the customer, customer for the product, service is, what the customer
really needs or what can be received from that product and service; meet the needs of
groin guests; to increase profits or increase benefits through facebook.
- Facebook marketing tools:
+ Facebook Promote Post:

It is a form of promoting updated information from the fanpage to a certain
number of users who have "liked" the page before. In fact, if the user has liked the
page but not participated in interacting with the page, their Facebook timeline (the
screen displays updates from friends) will not show the page's updates.
When the page administrator agrees to pay a certain amount of money to promote
the newly updated content from the page, facebook will ensure that it will be displayed
on the timeline of users who liked the page regardless of whether or not they interacted
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