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Low attractive content preparation in facebook fanpage doraemon 2112 shop

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UNIVERSITY OF ECONOMIC HO CHI MINH CITY
International School of Business

LE TU VAN

LOW ATTRACTIVE CONTENT
PREPARATION IN FACEBOOK FANPAGE
DORAEMON 2112 SHOP
MASTER OF BUSINESS ADMINISTRATION

Ho Chi Minh City – Year 2021


UNIVERSITY OF ECONOMIC HO CHI MINH CITY
International School of Business

LE TU VAN

MASTER THESIS

LOW ATTRACTIVE CONTENT
PREPARATION IN FACEBOOK FANPAGE
DORAEMON 2112 SHOP
MASTER OF BUSINESS ADMINISTRATION

SUPERVISOR: Assoc. Prof. Dr. TRAN HA MINH QUAN
Ho Chi Minh City – Year 2021


TABLE OF CONTENTS
ACKNOWLEDGEMENT .................................................................................................................................. 3


EXECUTIVE SUMARY .................................................................................................................................... 4
1. INTRODUCTION ........................................................................................................................................ 1
1.1 Industry overview ..................................................................................................................................... 1
1.2 Business overview ..................................................................................................................................... 2
1.3 Competitor’s information ......................................................................................................................... 6
1.4 Competitive Advantages and Weaknesses ............................................................................................... 7
1.5 Scope of the project .................................................................................................................................. 8
2. SYMPTOMS .............................................................................................................................................. 9
2.1 Low number of customers’ actions and reactions in post ...................................................................... 11
2.2 Low number of total view ....................................................................................................................... 13
2.3 Low rate in increase in number of new like the Page ............................................................................. 14
2.4 Low number of post reach ...................................................................................................................... 16
2.5 Low number of leads from Facebook ..................................................................................................... 17
3. PROBLEM ............................................................................................................................................... 18
3.1 Potential Problems ................................................................................................................................. 18
3.1.1 Potential problems 1: Ineffective Facebook advertising campaign ................................................ 19
3.1.2 Potential problems 2: Low attractive content preparation. ........................................................... 21
3.2 Problem validation ................................................................................................................................. 23
4. CAUSES................................................................................................................................................... 27
4.1 Potential Causes ..................................................................................................................................... 27
4.1.1 Potential cause 1: Lack of content marketing strategy .................................................................. 27
4.1.2 Potential cause 2: Ineffective SEO .................................................................................................. 29
4.2 Causes Validation ................................................................................................................................... 30


5. SOLUTION .............................................................................................................................................. 32
5.1 Alternative solution 1: Design short-term Content Marketing Strategy ................................................ 34
5.2 Alternative solution 2: Design long-term Content Marketing Strategy .................................................. 35
5.3 Solution justification ............................................................................................................................... 37
6. Action plan ............................................................................................................................................. 39

7. Supporting information .......................................................................................................................... 42
7.1 Interview information ............................................................................................................................. 42
7.2 Interview script ....................................................................................................................................... 43
8. References ............................................................................................................................................. 55
9. Appendix ................................................................................................................................................ 57
9.1 Appendix 1: Doraemon 2112 Shop revenue from Quarter 2 - 2018 to Quarter 1 - 2021 ...................... 57
9.2 Appendix 2: Facebook analysis result from Nov 1 st, 2020 to Feb 28th, 2021 .......................................... 58
9.3 Appendix 3: Search result in Google ....................................................................................................... 62
9.4 Appendix 4: Documentary number 1749 of People's Committee Ho Chi Minh City ............................... 63


LIST OF FIGURES
Figure 1: Logo of Doraemon 2112 Shop .............................................................................. 2
Figure 2: Facebook: Doraemon 2112 Shop .......................................................................... 3
Figure 3: Shopee Doraemon 2112 Shop ............................................................................... 4
Figure 4: Doraemon 2112 Shop offline store ....................................................................... 6
Figure 5: Total revenue from 2018-2020 of Doraemon 2112 Shop .................................... 9
Figure 6: Quarterly revenue from 2018-2020 of Doraemon 2112 Shop ............................ 10
Figure 7: Quarterly revenue from 2018-2020 in Facebook and Shopee ............................ 10
Figure 8: Average order per day in Facebook and Shopee ................................................ 11
Figure 9: Reactions: Likes and other ways people react to Doraemon 2112 Shop Page posts
from 11/2020 to 02/2021 .................................................................................................... 12
Figure 10: Reactions, Comments, Shares and More in Doraemon 2112 Shop Page posts
from 11/2020 to 02/2021 .................................................................................................... 12
Figure 11: Total view from Facebook Doraemon 2112 Shop from 11/2020 to 02/2021
(Source: Facebook analysis) ............................................................................................... 13
Figure 12: Number of post in Facebook and number of Facebook order from November
2020 to February 2021. ....................................................................................................... 13
Figure 13: Total Page Like of Doraemon 2112 Shop from 11/2020 to 02/2021 ............... 14
Figure 14: Increasing in number of organic like of Doraemon 2112 Shop from 11/2020 to

02/2021 (Source: Facebook analysis) ................................................................................. 15
Figure 15: Number of post reach of Doraemon 2112 Shop from 11/2020 to 02/2021 ...... 16
Figure 16: Doraemon 2112 Shop daily normal post reach 1,000 to 5000 people. ............. 17
Figure 17: Number of Facebook post and number of reached people from Nov, 2020 to end
of Feb, 2021. ....................................................................................................................... 22
Figure 18: Preliminary cause and effect tree ...................................................................... 23
Figure 19: The viral post in November 20, 2020 ............................................................... 26
Figure 20: Daily post reach increasing with the viral post ................................................. 26
Figure 21: Updated Map ..................................................................................................... 27
Figure 22: Fish bone analysis diagram of the low attractive content preparation.............. 30


Figure 23: Final cause and effect tree................................................................................. 32

LIST OF TABLES
Table 1: Famous Doraemon’s Facebook Fanpage in Vietnam (March, 2021) .................... 1
Table 2: Popular groups of Vietnamese Doraemon’s fans in Facebook (March, 2021) ...... 1
Table 3: List of competitors ................................................................................................. 7
Table 4: KPI for Alternative solution 1: Design short-term Content Marketing Strategy . 34
Table 5: KPI for alternative solution 2: Design long-term Content Marketing Strategy ... 36
Table 6: Action plan ........................................................................................................... 40


ACKNOWLEDGEMENT
Firstly, I would like to express my deep gratitude to my supervisor: Assoc. Prof. Dr.
Tran Ha Minh Quan for his guidance, support, encouragement, and recommendation for
this project work. I would like to send my special thanks to the help provided by my
committee: Associate Professor Nguyen Thi Mai Trang and Dr. Phan Thi Minh Thu for
valuable comments, recommendation and suggestion for thesis proposal. I would also like
to extend my thanks to Dr. Doan Tuan Anh for advice and assistance in keeping my

progress on schedule.
Secondly, I would like to thank Doraemon 2112 Shop and Mr. Dat Ta, Mr. Duc Anh
Nguyen, Ms. Han Vo and Ms. Hanh Ma for their assistance with the collection of my data.
Honesty, I truly thank to my school: International School of Business - University of
Economic Hochiminh City, all lecturers, assistants and staffs for giving me an international
environment with best facilities to complete my master degree, valuable knowledge and a
chance to practice what I have learned to solving a real problem in organization.
Finally, I wish to thank my parents, my older brother, Mr. Huy Bui, Ms. Chau Le and
my friends for their support and encouragement throughout this project.


EXECUTIVE SUMARY
Doraemon 2112 Shop (since 2017) is an online shop selling Doraemon’s related
products. 4-years journey of contributing, the shop is well-known in Vietnam Doraemon’s
fans community. Beside Instagram, TikTok, YouTube, and an official website, the shop
aim to choose Facebook as the main social network channel to deliver product information
and interact with customers then direct customers to Shopee – a big electronic commercial
platform in Vietnam - to purchase products. This project focus on the shop’s Facebook
performance to increase number of potential customers can reach product information and
then, increase revenue.
Data collect from 2108 to 2020 showed that the shop revenue is increasing but low
rate. Detail focus on Facebook analysis result from November, 2020 to February, 2121 the
shop had low number of post reach, low number of new like page and low number of people
see, like, share the post in spite of the shop’s Fanpage has more than 27,000 follows. Several
meetings, qualitative and quantitative researches was conducted; theories, papers applied
and data supported to find out that the Facebook contents are lacking of content marketing
strategy (main cause) lead to the contents created are low attractive to potential customers
(main problem), result is low number of leads from Facebook (main symptom).
Two alternative solutions are suggested that (1) create long-term content marketing
strategy and (2) create short-term content marketing strategy. Due to Covid pandemic

fluctuated situation, it is better to design short-term strategy for the second half year 2021
with benefits: adapt quickly and survive in pandemic situation; improve current situation
quickly by solving the root cause; and have time preparation for create long-term content
marketing strategy. Moreover, social distancing is an opportunity for online business, catch
up trend on time can help the shop’s content reach to more potential customers. A detailed
6-months action plan is made with most of actions will be taken in begin of June, 2021.
Then, the shop will follow strategy created to get KPI and achieve goal. Moreover, some
actions preparation for building long-term content marketing strategy also provided in this
action plan.


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1. INTRODUCTION
1.1 Industry overview
Doraemon is the name of a famous Japanese anime series created by Fujiko Fujio
since January, 1970. Doraemon also a name of beloved anime character not only in Japan
but also by people around the world. In 2020, Doraemon celebrate 50th birthday by cooperate with many famous branch such as: Gucci, Uniqlo, Xiaomi, Ananas, Senka, LaRoche Posay, Supor, etc. The products variables from cosmetic, fashion to smartphone, air
fryer and cooker.
Doraemon’s fans community in Vietnam is quite big with the majority of Fanpage
and groups on Facebook, showed as table below:
Table 1: Famous Doraemon’s Facebook Fanpage in Vietnam (March, 2021)
Page name

Number of

Links

followers
@DoraemonVietnam


506,226

/>
@DoraemonIlFilm

223,857

/>
@doraemon.fanclubs

40,692

/>
(Source: Author’s synthesis)
Table 2: Popular groups of Vietnamese Doraemon’s fans in Facebook (March, 2021)
Group name

Number of members

Type of group

Động Fan Cuồng Doraemon

73.600

Public Group

Fan Cứng Doraemon


36.600

Public Group

Nhật Ký Doraemon💙

31,800

Public Group

Dora Dora

31,300

Private Group

Hội Quán DORAEMON

29,000

Public Group

Doraemon chúng tớ yêu cậu lắm

24,000

Private Group

(Source: Author’s synthesis)
Facebook groups and Facebook Fanpage of Vietnamese Doraemon’s fans with

majority number of members have high number of reached people in almost post.


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Doraemon fans has all ages, form children to adults (who watched Doraemon cartoon when
they were young). In YouTube, Doraemon cartoon translated to Vietnamese and published
by Pops Kid TV has 13,5 million subscribers (March, 2021) and each Doraemon chapter
reached to millions number of view.
Doraemon’s fans love to find any type of product that has a Doraemon image to
decorate their house, their room, and add in their Doraemon collection. Serving this
demand, many Doraemon shops opened. These shops find Doraemon products from Japan,
Thailand and China to import and sell in Vietnam. In the list of Doraemon specialized shop
has one name: Doraemon 2112 Shop.
1.2 Business overview
Founded in 2017, Doraemon 2112 Shop started their journey with the purpose of
sharing not only products but also meaningful value to contributing to Vietnam Doraemon’s
fans community.
Throughout 4 years of contributing, Doraemon 2112 Shop in 2021 is a well-known
place for Doraemon’s fans in Vietnam to share their habits, get latest information about
their beloved characters, and find such good quality products with appropriate prices. Going
with the purpose of sharing love and care, Doraemon 2112 Shop is also a place for one who
wants to find special gifts for their friends, partners, relatives or lover.

Figure 1: Logo of Doraemon 2112 Shop
(Source: Website Doraemon 2112 Shop)


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Location: District 11, Ho Chi Minh city
Main business: selling souvenir products related to Doraemon,
Vision: Bring happiness, “childhood ticket” for customers
Mission: Building a big home for Doraemon’s fans community in VN
Number of employees: 02
Target customers:
 Students
 Doraemon’s fans with all ages
 Couple
Channels: Doraemon 2112 has 6 online channels to interact with customers. Include
4 social media channels: Facebook, Instagram, TikTok and YouTube; one online shop in a
big Electronic Commerce - Shopee; one official website; and one offline store.
Facebook

Figure 2: Facebook: Doraemon 2112 Shop
(Source: Facebook, March 2021)
Facebook is the world biggest social network worldwide with has nearly 2.80 billion
monthly active global users at the end of 2020 (1) and 48.8 million active users in Vietnam


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in 2021 (2). With this rich source of users, Facebook is the first and the main channels for
Doraemon 2112 Shop to interact with customers. Activities in Facebook such as: sharing
story about character Doraemon; sharing Doraemon’s collection from fan’s community;
sharing Doraemon related videos, pictures, etc. hit a big number of reached people. The
Facebook Fanpage was established on February, 22, 2017. From April 2018, this Fanpage
of Doraemon 2112 Shop started their business to sell Doraemon’s products and since then,
they had revenue. In March 2021, Doraemon 2112 Shop has nearly 26,000 likes and 27,438
followers, most of users are from Vietnam. It should be notice that the like number and

follow is the real interaction from Facebook users, not virtual data.
Shopee
Shopee is an electronic commercial platform built to provide a safety, friendly and
convenience shopping online experience to users through a payment support system and
strong operation. In 2015, Shopee introduce to 7 market: Singapore, Indonesia, Malaysia,
Thailand, Taiwan, Philippines and Vietnam (3). Doraemon 2112 Shop start the business in
Shopee in May 2018. From September 2020, Doraemon 2112 Shop got tittle “Favorite
Shop” and in January 2021, Doraemon 2112 Shop achieved the tittle “Favorite Plus Shop”.
Count to March 2021, the Shop has 5,000 followers with rating 5.0/5.0. Nowadays,
Doraemon 2112 Shop use Facebook as main channel to connect with customers and Shopee
is the main channel to selling products.

Figure 3: Shopee Doraemon 2112 Shop
(Source: Shopee, March 2021)


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According to Shopee, “Favourite Shop is the shop that Shopee reviews with good
sales and customer service” (4). According to Shopee Plus (5), there are 6 criteria for the
shop to achieve title “Favourite Shop”:
-

Total number of orders generated and successfully delivered must beat least 100
order per month.

-

Shop rating greater than or equal to 4.0


-

Number of non-duplicate customers greater than or equal 50 compared to the
previous month

-

Chat response rate greater than or equal 80%

-

Rate of unsuccessful orders smaller than or equal 10%

-

Late delivery rate smaller than or equal 10%

Other channels
Belong with Facebook, Doraemon shop contribute Instagram, a social network using
photos to introduce products to not only Vietnamese fans but also overseas fans. In 2020,
Doraemon 2112 Shop introduce the official website at www.Doraemon2112shop.com.
YouTube and TikTok are the two video network channels used for testing product, provide
guideline for using products and sharing interesting videos about character Doraemon.
Offline Store
From January, 2021, Doraemon 2112 Shop has it first offline store at district 11,
Hochiminh City. Since then, customers can go to shopping not only online via Facebook or
Shopee but also direct to offline store.


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Figure 4: Doraemon 2112 Shop offline store
1.3 Competitor’s information
There are many online and offline shops selling Doraemon’s related products in
Vietnam. However, most of them are not a specialize shop. They provide other cartoon
characters related product such as Hello Kitty, Minions, Bay Max, Totoro … There are
three famous online specialize Doraemon shop. Beside Doraemon 2112 Shop, they are
well-known in Doraemon fans community in Vietnam. They are: Mon 2112, Shop
Doraemon and Mon U Store.
These shops have same characteristics such as: Only selling products via 2 channels:
Shopee and Facebooks, do not have offline shop, and got the tittle “Favorite Shop” in
Shopee.


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Table 3: List of competitors
Name

Location

Facebook

Shopee

Other

performance

performance


channels

Ho Chi

58,827 likes

11,500 follow

Minh

62609 follow

Favorite Shop

Hanoi

133,285 likes

3,100 follow

Doraemon

134,052 follow

Favorite Shop

Mon U Store Ho Chi

1,632 like


2,800 follow

1,735 follow

Favorite Shop

MON 2112

Shop

Minh

None

Since

August,
2013

None

October,
2012

None

August,
2019


(Source: Author’s synthesis)
1.4 Competitive Advantages and Weaknesses
Competitive advantages
Low price strategy
Doraemon 2112 Shop applied low price strategy to build their competitive advantages
with other competitors. Due to the characteristics of hunting “hot” Doraemon items, the
price of these limited products are much higher than usual products. To won other
competitors, Doraemon 2112 Shop aim to find products in Vietnam, China and Thailand
with lower price but still have good quality.
Provide good service to customers: Customers preferred Doraemon 2112 Shop not
only because the products but also because of other unmeasurable values the Shop brings
to them. They are: happiness, joy, love, care, respect, and kindness. Doraemon 2112 Shop
also provide free wrapping gift service for customers.
Real photo – Real product: While other competitors decide to copy product image and
product description from the Internet. From the beginning, Doraemon 2112 Shop only use
and post self-taking product images, as well as detailed description for customers. The Shop
always respect Copyright, ask for confirmation and citation when using someone photos,
information about Doraemon. The origin of products was detail described in product
information.


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Achieve tittle “Favorite Plus Shop” in Shopee while others competitors are “Favorite
Shop”.
Have website: the first specialize Doraemon shop having their own website.
Have offline store: for Doraemon’s fans can go to takes photos, sharing Doraemon
collections, showroom of Doraemon’s products.
Weakness
Low number of high price product (limited product)

Business scale still small
Young age: Mon 2112 (since 2013) and Shop Doraemon (since 2012) have more year
experience in Doraemon’s market.
1.5 Scope of the project
Doraemon 2112 Shop selling product via 2 main channels: Facebook and Shopee.
This project aims to Facebook performance due to several reasons:
First, Facebook is the main channels to interact with leads (potential customers)
because it has a huge number of daily user, easy to share photos, information, and
communication. There are 69,280,000 Vietnamese people use Facebook (2), approximately
70 percent of the entire population. In that, data accounting form 23 million Facebook user
in Vietnam are mainly from 18 to 34 years old (6), the age fallen in the Shop target segment.
In 2020, Shopee leading e-commerce in Southeast Asia. Shopee provide good quality
products, manage their sales, checkout, inventory and delivery performance (7). In quarter
4-2020, Shopee was the number one e-commerce platform in Vietnam with 68,590,300
website visits/month (8). In Doraemon 2112 Shop situation, Shopee customers are come
from two sources: Facebook and Shopee (after the shop won title “Favorite Shop”).
However, almost customers purchase product via Shopee is comes from Facebook users.
These customers see products information in Facebook and click to the Shopee links
provided by the shop to buy product via Shopee in the purpose of lowering shipping fee
and applying Shopee vouchers.
By combining the two channels, the shop predicted to increase revenue significantly.
To be specific, Doraemon 2112 Shop use Facebook as an information channel to interact


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and introduce their products with customers and direct them to go to buy the products in
Shopee – the selling channel. Therefore, the shop must focus on Facebook’s performance
to achieve the goal. This project focus on the last four months’ performance, form
November 2020 to February 202.1

2. SYMPTOMS
Based on data collected from the Shop, revenue from 2018 to 2020 is analyzed. The
Shop also provide separate revenue from Facebook and Shopee; counting number of orders
in Facebook and Shopee from November 2020 to February 2021. The data is showed as
below figures:

Figure 5: Total revenue from 2018-2020 of Doraemon 2112 Shop
Start the business at April 2018, Doraemon 2112 Shop revenue increased significantly
from 2018-2019 period. In 2019, total revenue is 556,660,935 – 12 times more than 2018.
In 2020 the revenue rose to 679,903,408 VND. Although the total revenue in trend of
increasing, the growth rate is not significant from 2019 to 2020. It is expected to have more
revenue in 2020 than reality.
Detail in quarters, the revenue was fluctuating. Quarter 3-2019 and Quarter 4-2020
has reach the top at more than 200,000,000 VND. In general revenue of Doraemon 2112
Shop in trend of increasing yearly from 2018 to 2020.


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Figure 6: Quarterly revenue from 2018-2020 of Doraemon 2112 Shop
Revenue of Doraemon 2112 Shop before 2021 came from 2 sources. They are:
Facebook and Shopee. Data separated revenue from Facebook and Shopee showed as
below:

Figure 7: Quarterly revenue from 2018-2020 in Facebook and Shopee
From 2018 to Quarter 3 of 2020, Facebook is the main source of gaining revenue.
September 2020, the shop won the title “Favorite Shop” in Shopee made revenue raise
dramatically. Quarter 4 of 2020 witness the first time revenue of Shopee higher than



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Facebook and expected to continue raise in 2021. Knowing the opportunities, the shop
targets customers from Facebook to continue purchase products via Shopee in purpose of
increase not only revenue but also pros to reach higher number of leads from Shopee. This
is because of “Favorite Shop” and “Favorite Plus Shop” has more change to be searched
and appeared in the Shopee’s Feed.

Figure 8: Average order per day in Facebook and Shopee
Detail focus on the last 4 months, in spite of having nearly equal revenue in quarter
4-2020 (figure 7) and not much different in number of order per day (figure 8). After
received “Favorite Plus Shop” in Shopee in January, the number of order in Shopee and
Facebook very different. The number order per day in Shopee in February 2021 is
approximately more than Facebook 200 times. However, the dramatically growth in Shopee
order not come from Facebook source as the shop strategy (reach customers in Facebook
and then direct to Shopee). The Shop seems to have problems with their Facebook channels.
Thanks to Facebook analysis, number of people reach in post, total like page, actions
and reactions of visitors are detail recorded. Help the project easy to finding out symptoms.
Go to Facebook analysis, many abnormal data appeared.
2.1 Low number of customers’ actions and reactions in post
When people sees an interesting post in Facebook, they will show some reactions such
as press on the like/love/wow/haha/sad/angry button to express their felling. In a higher
level, if the people love this post and want to save the Facebook post in their timeline (in
case of necessary to easy to finding out the post), or send it to their friends, they will have
some actions such as: share the post or comment in the post. Knowing the number of theses
reactions and actions will help the shop to identify customers’ needs/customers’ behaviors.
Then, contribute the contents to interact with customers.


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Figure 9: Reactions: Likes and other ways people react to Doraemon 2112 Shop
Page posts from 11/2020 to 02/2021
(Source: Facebook analysis)

Figure 10: Reactions, Comments, Shares and More in Doraemon 2112 Shop Page
posts from 11/2020 to 02/2021
(Source: Facebook analysis)
Data analysis from Facebook showed that Doraemon 2112 Shop have both average
number of daily reactions and actions is under 1,000 and is decreasing during time of
period. However, the shop already reaches to the peak of over 6,783 reactions, 5,929
comments and 3,465 share in Nov, 20, 20020. Therefore, the shop can predict to have higher


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number of actions and reactions but fails. The number of customers’ actions and reactions
in the Fanpage of Doraemon 2112 Shop is low.
2.2 Low number of total view

Figure 11: Total view from Facebook Doraemon 2112 Shop from 11/2020 to 02/2021
(Source: Facebook analysis)
The view was counted when visitors sees the post, it can be passive (visitors see the
post in their News Feed) or active (the visitors click to the page to view posts). One user
account will be counted as one view. The more view counted, the higher number of
customers see the post. Total view was counted by sum all the views of all posts in one day.
Therefore, the total view related to not only the content but also the number of post.

Figure 12: Number of post in Facebook and number of Facebook order from
November 2020 to February 2021.



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In general, the total view daily of Doraemon 2112 Shop was low. Low total view will
affect to the revenue. Customers did not see the post about product to buy. The limit of
viewer also reduces the number of action and reaction on Page.
According to the owner, the number of post and number order in Facebook decreasing
in the time of analysis (Figure 12). It is true that the shop limit number of post due to several
personal issue of the owner, and the result is revenue in Facebook decrease.
2.3 Low rate in increase in number of new like the Page
When a person views a post or by some way, know the Shop and want to view further
future post, they will click to ‘Like’ the Page or ‘Follow’ the Page. One user will be count
as one like or one follow. Like or Follow the Page will help customers to see the posts from
Shop frequently and directly in their News Feed. Then, the Shop’s products have more
change to comes to these potential customers. After like or follow the Page, this person can
“unlike” or “unfollow” if the Page’s information not more interested to them.

Figure 13: Total Page Like of Doraemon 2112 Shop from 11/2020 to 02/2021
(Source: Facebook analysis)
From November 2020, the Page of Doraemon 2112 Shop had 20,000 likes. The
number of likes increased dramatically in November 22th to more than 23,000 likes due to
the viral post. Since then, the next three months, the number of like Page just increase
slightly a thousand. At the end of February 2021, Fanpage of Doraemon 2112 Shop has
24,509 likes. Although in trend of increasing is an opposite signal, the number of increasing


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not much could be a problem. There must be some actions taken to increase the Page total

like such as the viral post in November 20, 2020.
There are 2 source of likes in a Facebook Fanpage: organic likes and paid likes. If the
likes was counted paid like, this like is come from advertisements, the post will reach to
potential customers (leads) wider and not rely on the follower of the Page (9).
Deeply focus on the number of new like Page daily in figure 14. The light grey stand
for organic likes means the nature likes come from real users, this is unpaid. Paid likes will
have appeared as dark grey and in this situation, it absence. The reason is that Doraemon
2112 Shop did not pay for advertising or promote service from Facebook. Clearly from the
figure above, Doraemon 2112 Shop Fanpage had very low number of organic likes. These
number may affect number of view, the interaction between the Shop and leads, the reach
of post view and so on.

Figure 14: Increasing in number of organic like of Doraemon 2112 Shop from
11/2020 to 02/2021 (Source: Facebook analysis)


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2.4 Low number of post reach

Figure 15: Number of post reach of Doraemon 2112 Shop from 11/2020 to 02/2021
(Source: Facebook analysis)
Based of Facebook analysis, the term “Post reach” determine for an estimated number
of people who saw the post in the Fanpage at least once. The higher number of post reach
means that the post is viewed by majority number of Facebook user – or customers. The
more customers see the products, the higher the change the products could be bought.
Therefore, with the purpose of increasing revenue, the Shop always try to reach as much
number of viewer as possible.
According to the report of number post reach conducted by Facebook analysis in
figure 16, Doraemon 2112 Shop did not provide attractive information to visitors. Normal

daily post reach 1,000 to 5,000 people. If people cannot see the post, they cannot do any
actions or reactions to the post (like, share, comment…). Moreover, low number of post
reach also lead to low number of total view and low rate of new like the Page.


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Figure 16: Doraemon 2112 Shop daily normal post reach 1,000 to 5000 people.
(Source: Facebook analysis)
2.5 Low number of leads from Facebook
Back to the Shop target, Facebook will be the information channel to introduce the
products to leads and then the shop will direct them to Shopee to buy these products. Leads
are potential customers; show an interest in buying the Shop’s products and willing to
provide information to the shop.
Having 27,438 people followed Facebook Fanpage, the shop predicts to have at least
20,000 people can see the post or reach the post daily. However, the number of daily post
reach is around 1,000 to 5,000 – much lower than expected. In facts, the shop also reaches
to over 400,000 people in Nov, 2020. Therefore, the target of reach to at least 20,000 people


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