NATIONAL ECONOMICS UNIVERSITY FACULTY OE FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH PHUNG THANH NGA REBUILD CONTENT STRATEGY FOR MUTEX HER FACTORS AFFECTING WATCHING DECISION OF MARRIED WOMEN NATIONAL ECONOMICS UNIVERSITY FACULTY OE FOREIGN LANGUAGES DEPARTMENT OF BUSINESS ENGLISH REBUILD CONTENT STRATEGY FOR MUTEX HER FACTORS AFFECTING WATCHING DECISION OF MARRIED WOMEN Supervisor: M. Le Thi Ngoc Diep Hanoi, May 2020 Phùng Thanh Nga — 11163597 — Business English 56A ACKNOWLEDMENT This research is the final thesis which finished my course of Business English in National Economics University. First, I would like to express my gratitude to M. Le Thi Ngoc Diep, as my instructor, who has provided me with invaluable instructions, consultants, comments and guidance to my study.
Second of all, I would like to give my sincere thanks to all of the professors, lecturers, instructors and teachers of National Economics University in general and Faculty of Foreign Language in particular, who have taken time and effort to help me to acquire knowledge and skills during my four-year course. Thirdly, I truly appreciate the leaders, co-workers and other staff members at Viral Home, Viva department and Human Resources, Zamba department in VCCorp Joint Stock Company, who guided me and gave me valuable practical experience during my internship. And last but not least, I would like to deeply thank to the emotional and material support from all of my friends and family, without them I could not have accomplished until the end of this course and research. Phùng Thanh Nga — 11163597 — Business English 56A EXECUTIVE SUMMARY In today world, with the great number of people has a Facebook account, many enterprises have successfully moved their business to the Internet.
Mutex, belonging to VCCorp Joint Stock Company, has also taken Facebook video as one of their business. However, the content strategists have not explicitly standardized criteria for their fan page Mutex Her, which leads to a waste of time and labor force. The current dissertation, “Rebuild content strategy for Mutex Her: Factors affecting watching decision of married women towards videos on Facebook”, is conducted to solve their problem. The main objective of the study is to evaluate fan page Mutex Her’ current efficiency and find out basic elements having considerable impact on watching decision of married women who use Facebook through fan page’s statistics.
Moreover, by applying online questionnaires, other subjective factors will be found out. Then the data collected will be adopted to discuss about their most interest and their will toward Facebook video. After the discussing process, solutions and recommendations corresponding to the findings of the research are given by the student with a view to helping the strategist team of Mutex has a deeper understanding about their target audience and suggesting a more appropriate content strategy. ii Phùng Thanh Nga — 11163597 — Business English 56A LIST OF ABBREVIATIONS eWOM: electronic Word of Mouth KPIs: Key Performance Indicators MC: Master of Ceremony SEO: Search Engine Optimism WOM: Word of Mouth iii Phùng Thanh Nga — 11163597 — Business English 56A LIST OF FIGURES Figure 1.1: The Mutex team StTUCfUTC.
- (5 E119 1S nh ke 6 LIST OF TABLES Table 660x000 .2: Total Minutes iewed.- -- - -- c1 HS HH 16 Table 3.3: Source Of fTAfẨTC.4: Returning VICW€TS. -- - -- G 1x HH TH HH Hà 18 Table 3.5: Top 10 contents of most viewed VI€OS.6: Top 10 contents from returning VI€WTS.8: Top audience ÏOCAafIOH. óc + 11 TH TH 22 LIST OF CHARTS Chart 660.3: The Mutex Her known rate .-- - - s nxnnntnnHnnHknnk ng rưy 24 Chart 3.4: Audiences lever of ITIET€SÍE.- óc 3119191 ng ng ky 25 Chart 3.5: Content and eXpT€SSIOII. 5G 111110011199 1 ng net 26 Chart 3.6: Title, voice, illustration of published Videos .-- -- -- S111 TH vip 28 Chart 3.
10: Bizarre love ÏIV€S. Ăn HT ng HH 29 Chart 3.- 5 1192011 1v ng HH 30 Chart 3.13: The secret of marriage. eee ee G1 11 9v TH HH 31 Chart 3.14: May-December relatlonShI.- c1 vn ng kh 31 Chart 3.15: Temperament Of WOTTEI. 5 5 1192101123011 3 11 199 vn ng ng 32 0.18: The secret of beauty.
-- - - - << 6< + 1111311111151 111199 1 HH, 34 iv Phùng Thanh Nga — 11163597 — Business English 56A TABLE OF CONTENTS ACKNOWLEDMENNT.-- co co cc CC G0009.999666666666899996 II LIST OF ABBREVIATIONS .sccssscscccccssscsssccccccccscsssssccccccseccsssccscccceseecssees Ill IINXMN0)089/010 40. IV LIST OF CHHA ÏTS.6666 699999996666666669999 IV TABLE OF CONTIENTS. INTRODUCTION TO THE RESEARCH TOPIC. << << SE s£* se se+ 1 2.
-L - -- CC 101100911 TK nu ky 3 4. CC c c1 0E10 2911300 291100 111v nu TT ven 3 “TL.ẻnn nh nn. Data Collection ÏHSÍYUHIN€HIES.SSQ SE ve 4 4. Fan page’s Insights AnalysÏs.
SCOPE OF THE STUDY. - - LG G1 18101301E8010 3110950 51115 1111 51 11v 1kg vu vn 5 6. ORGANIZATION OF THE RESEARCH. -- -G - CC 11 3811111111111 3 E11 EEkscee5 CHAPTER 1: INTRODUCTION OF THE MUTEX TEAM’S PROBLEM.
OVERVIEW OF MUTEX TEAM. THE DIFFICULTIES OF MUTEX TEAM. OPERATION PROCESS AND PROBLEM SOLUTIONS OF MUTEX TEAM. COMMENTS ON THE CURRENT SITUATION.
THE DEFINITION OF CONTENT STRATTEGY. THE IMPORTANCE OF A COMPETENT CONTENT STRATEGY. Get noticed by their target CUSCOMETS. Convey the message of the organization to customers through content CTCAUION.
Customers attention span is getting SROTTCL. Brand’s COMMUNILY H"AHGĐCIHHCHIÍ. kg vkhgvkreh 11 Phùng Thanh Nga — 11163597 — Business English 56A 2. HH HH kh Il 2.
HOW TO IMPLEMENT A CLEVER CONTENT STRATEGY ON FACEBOOK?. Set the SOS nnốốốằ. AUCit COHIE€THE,. SH HH Il 2.
Page insights on FacebOOK. Facebook Insights in Creator Sfudl1O. Define target CHSÍOHHIÔ. TT TT vn ng xà 13 2.
Develop Content sfAHÌ@FÏS. DISCUSSION ABOUT CONTENT STRATEGY .cccS vs 14 CHAPTER 3: FINDLNGS. Ọ HH Họ lọ 0 00906 08 15 3. THE GOALS OF THE PAGE.
AUDITING CONTENT FOR MUTEX HER. Evaluation of Mutex Her * Ẵ@[ÏÏCÏ€HCV.e cv EkSSkkEksesekreee 15 SN Nian. Video 1ns1ghfS. Discussion about Mutex Her’s efficiency.
DEFINE TARGET AUDIENCES .ccccccccccccesceesceeseeeeeeeeeeeseeeseeeseeeseesseesesessseeeeess 23 BBD, Ga coidt3. Location and Mutex Her Known rte. Mutex Her popularity evaluated by ƒOÏÏOWTS. Fan page aff€TLIOH.- -- cv HH HH ngu 24 3.
The effectiveness of video formation elemenIs. Married women’ interest and PAIN DOÏHÍS. Their favorite fODICS. Respondents’ interest on voice and illustrations of videos on Facebook.
SH HH nh 34 3. The questionnaire results of the types of videos audiences would like to SCC ON FC€OOĂ. MUTEX HER STANDARDS FOR VIDEOS. DISCUSSION ABOUT THE FINDINGS.
35 CHAPTER 4: RECOMMENDA TIONS. SUGGESTIONS FOR RE-CONSTRUCTING CONTENT STRATEGY FOR MUTEX HER "HD. Set the QOS nn. 36 vi Phùng Thanh Nga — 11163597 — Business English 56A 4.
Define target QUCÌI€HCS. Married women’ interest topic. G1 HH HH ki 37 4. Develop Content sfqHÌ@FdỈL.
c cv ve ky 36 4. COMMENTS ON THE CHAPTER 4. SUMMARY OF THE STUDY. LIMITATION OF THE STUDY.
SUGGESTIONS FOR FURTHER STUDIES. +5 +55 << 2+3 3£ ££££££++xs 41 REFERENCES APPENDIX vii Phùng Thanh Nga — 11163597 — Business English 58A INTRODUCTION 1. Introduction to the research topic This study aims at helping marketers, who work in Mutex team and for students who take content strategy as their future career, to clarify the importance of this type of marketing, the process of developing a competent content strategy and giving some recommendations to the current content problem of Mutex. According to the statistics of Datareportal, Vietnam is one of seven countries with the highest number of Facebook users.
In 2019, Vietnamese Facebook’s users spend an average of 6 hours 42 minutes per day participating in internet- related activities. In addition, 2 hours 31 minutes a day are the average time they take to watch streams or online video. Therefore, Facebook is a fertile field for businesses to make profit from. Now as Facebook is more than a social network, building a strong fan page becomes crucial activity for media companies.
However, the difficulties in catching the latest trends while creating sustainable values might be a challenge for the content strategists. Therefore, their job is to ensure the popularity of the fan page and avoid nonsense content. As an internship in Mutex team, VCCorp Joint Stock Company, I have understood the importance of a content strategy, as well as experienced the incurred problems of running a fan page, in my case, Mutex Her aiming at making entertaining videos for married women. I hope my study will become a reliable source to help the team build the page.
On the other hand, for academic purpose, content strategy for a Facebook fan page is a new and interesting subject that has not received enough concern in earlier researches. To optimize the quality for the page Mutex Her, my study will be: “Rebuild content strategy for Mutex Her: Factors affecting watching decision of married women towards videos on Facebook”. In this report, a detailed outlook on the content of the page will be performed and some recommendations will be provided to help the page deal with current problems. Rationales With the strong development of a vast well-invested Facebook fan pages, the phrase "Content is king" has no longer been unfamiliar to marketers.
They have to manage content uploaded, constantly come up with new ideas while conveying 1 Phùng Thanh Nga — 11163597 — Business English 58A the message of the business to their audiences. Especially for entertainment- oriented fan pages, their difficulties are to keep up new trends and create long- term values in order not to be judged as cheap and unqualified. Having operated since 2006, VCCorp Joint Stock Company (also known as VCCorporation or VCCorp) has been a pioneer in the field of digital marketing and technology. With more than 10 years of establishment and development, VCCorp has built a vast Internet ecosystem with many creative and useful products in many fields covering over 90% of Internet and mobile users.
They have contributed greatly to the development of Vietnam Internet for the past decade. Their products includes ecommerce, online advertising, online media, mobile content, game online, digital content and social media. Their five departments, Zamba, Vccloud, Admicro, Soha Game and Viva, help Vccorp to be in charge of them. Viva department concentrates on building social media platforms.
The page Mutex, run by Mutex team, is one of their platforms. It is a new technology/ video format for the content production market in Vietnam. Mutex, a way of forming words called Blending, is a combination of mute and text. Mutex Clip means using text as priority to convey the message of the brand.
It allows users to watch and understand the meaning of the video without turning on the sound (Phuong Thao, 2018). Since December 2019, the team has built two other pages named Mutex Her for women and Mutex Famous for showbiz stories. However, on January 2020, after weighing up the pros and cons, they decided to stop running Mutex Famous. Mutex Her is an entertainment information video page about women, marriage, family and love.
Basically, there are 3 steps for making a video. First is finding news about women on the Internet. Second, re-write it and last is editing the video in the form of Mutex Clip. However, they do not really have a strategy for the fan page since the videos uploaded depend on the news that the team members can gather on the internet.
As an internship in Mutex team, I believe that this research “Rebuild content strategy for Mutex Her: Factors affecting watching decision of married women Phùng Thanh Nga — 11163597 — Business English 58A towards videos on Facebook” is necessary to raise fan page Mutex Her in particular and to increase the popularity of Mutex and Vccorp in general. Research objectives General objectives: Through this research, the Mutex team will be able to understand intensively about their target audiences and therefore come up with more effective and suitable content strategy.