DIGITAL MARKETING 2 - MKT328m

INDIVIDUAL ASSIGNMENT

Teacher: Nguyễn Minh Quang

Author: Đào Thị Huyền Trang
I. Introduction
iVolunteer - Volunteer opportunities for students and young
people in Vietnam are a community that aims to share,
aggregate, and provide information about all volunteer
activities, training, seminars, conferences, and youth forums.
year on domestic and international social issues for students,
students ...

Acting as a bridge between social organizations, Volunteer

Clubs / Teams / Groups, and volunteer enthusiasts,
contributing to the community and social activities, aligned
with the 17 United Nations Development Goals.

II. Analysis and critical thinking.

1. Link
All their social media provide links to websites and other socials media.

http://bit.ly/AboutiVolunteerVietnam
Instagram: https://instagram.com/ivolunteer_vn
Email: ivolunteer20@gmail.com
Group: https://fb.com/groups/thongtintinhnguyen
Website: https://ivolunteervietnam.com/
Youtube: https://bit.ly/iVolunteerVietnam_Youtube
Tik Tok: https://www.tiktok.com/@ivolunteervietnam.com
Through an overview, social sites are consistent with each other. Specifically, it consistencies of
the avatar and information of the organization. When there is a consistency of information on
social sites, it creates customer trust and makes customers better remember the brand. According
to The Global Baking and Finance Review is "71% of consumers said it was very or somewhat
important that they recognize a brand before they make a purchase". Therefore, consistency
creates familiarity in the minds of customers, making it easier to use the brand's products.

The purpose of linking to the website is to create convenience for both users and administrators.
In this case, links to social networking sites are placed at the head of the web to attract users'
attention and bring convenience to users when they want to know more information.
Firstly, when it comes to the benefits of the link, it creates convenience for the user. When users
want to know more information, just click and do not spend much time searching for information
about the product. So the first benefit of a link is to provide users with more specific, clear
content to find.

The next benefit is to help users share content from the website to social networks through the
generated links (David Ryfe, Donica Mensing and Richard Kelley, 2015, p. 50-51).
For example, if you see good information, you click on the share icon, there will be many options
for users to share on Facebook, Twitter, Instagram, ... This is also a benefit for publishers
because information can be shared more and increased brand awearness.

In addition, links are navigational in nature, but they also have the express purpose of
generating revenue for a news organization. The most obvious type of commercial link is a
link to a display ad (David Ryfe, Donica Mensing and Richard Kelley, 2015). In this case,
iVolunteer is not for profit, so it will not be able to receive advertising on social networking
sites such as Facebook, Instagram, TikTok, youtube, ... And when the user wants to find out

more information about an agency study abroad association, they have to click on the link to
the main website. The site has a lot of inventory to display ads and make money from ads
(CPM) then increasing of trafic. This is one way to increase revenue by linking to your
website.
 2. Like on social sites and website.

The likes on social media of iVolunteer have a difference.

Social media The likes The flower The subscribers

Facebook 160.816k 169.623k ###
Intargram ### 11.6k ###
Tiktok 70.9k 30.1k ###
Youtube ### ### 4.41k

Looking at the table, Facebook is focused on growing when the number of interactions is highest on
the social sites. According to Facebook statistics, 58% of users "like" when they have a need to use
it, customers and 56% of consumers are likely to refer you when they become a fan on Facebook
(Mashake). This means that the more "likes" or followers you have, the more customers you have
and the more potential for brand extension. The iVolunteer organization has done quite well on the
Facebook platform when it was just established in January 2020 with the initial purpose of helping to
connect volunteers with charities, after nearly 2 years there is a community on Facebook. is
considered good when there is not only one fan page with more than 161k likes and three groups
with nearly 200k members. From there, it can be seen that
"likes" measure the level of brand awareness of a brand or
organization.

On Facebook, although there are many followers, the

interaction rate is a bit low compared to the likes and
followers of the page. The interaction is unstable,
depending on the content of the article. The page's articles
are informative, job information suitable for followers, the
amount of action is high, but because the page content is multi-informational, it is limited in terms of
content creation on the page.

Tiktok is a short video-sharing platform and has many users (1.02b users according to Hootsuite), so
although it has lower likes than Facebook, the
interaction is very stable and high. The main content
is quite similar to Facebook, but in the form of a
video, it has attracted more people's interest and
interaction. This shows that iVolunteer's fan page
needs to be more creative in creating content that not
only provides information in the form of text but can
also be provided in the form of videos, images, ...
Instagram posts with similar content are all informative and have very low engagement through
posts. Part of the reason is that Instagram is a photo-sharing social networking site, but Vietnamese
posts with photos are too simple to attract users.

iVolunteer's Youtube did not have high engagement when the last video was posted 7 months ago.
From here we can see that iVolunteer organization does not focus on developing video channels on
youtube. One suggestion is that youtube has developed a youtube short that allows posting short
videos similar to TikTok. Hence the organization can develop short videos on youtube.

To provide more objective information, compare iVolunteer

with Ybox.vn, an organization whose mission is similar to
iVolunteer. Because Ybox.vn currently only develops
facebook and its website, it will compare these two
platforms (simelarweb.com).

iVolunteer Vietnam Ybox.vn

Facebook Like 160.816k 476k
Follow 169.623k 461k
Website Total visit 506.7k 1.3M
Backlink 80.4k 103.7k
Organic search traffic 4.4k 210.3k
Figures from similarweb.com and semrush.com (Oct, 8 2022)

Both organizations have the same audience as Vietnamese students. But it can be seen that Ybox is
an organization that has more interaction on Facebook, higher website visits and rankings. In terms
of space, Ybox.vn has a higher reach than iVolunteer Vietnam. The explanation for this is that
Ybox.vn operates in a broader field of employment, study abroad, volunteering, courses,... while
iVolunteer only operates with the original purpose of connecting organizations and volunteers.

Through the above table, we have the initial conclusion that the website ranking position of Ybox.vn
is higher than iVolunteer Vietnam. iVolunteer's website has very low organic search traffic compared
to Ybox.vn (more than 47 times) and lower backlinks than competitors. This is also the cause of the
lower total visit. Because backlinks are very important in ranking, evaluation and search engines
(Sweor.com, Benefits of Backlinks: What are they and what do they mean for SEO? September 10
2018). From organic search traffic, the website does not do well in keywords, and search engine
optimization (SEO) is not as good as competitors. This is also partly explained when the traffic to
iVolunteer Vietnam's website mainly from social sites (mainly facebook) is higher than direct,
search. Because of doing better on organic search, Ybox.vn has higher search traffic than iVolunteer
Vietnam.

Marketing
channel Distribution

Social traffic of ivolunteer’s website.

3. Content

This is a picture of the most recent content posted on the social sites of iVolunteer. (updated at 6 pm October 8).
Posts are suitable for each channel.
 Content on the social sites

In general, the content is suitable for each purpose of each social networking site. Information on
Facebook is always posted the fastest because the information is in the form of text, short. Followers
who want to learn more need to click on the link to the website for full details. So in addition to the
interaction by "like, share, comment" it is necessary to measure website visits from Facebook. The
highest number of website visits are social sites (58.5%), and Facebook accounts for the highest
percentage of social traffic (similarweb.com). From here, we see that Facebook has a very good
consumer conversion rate.

Social traffic and marketing

channel distribution.
About content on Facebook has been expanded with the original purpose. The original purpose
was to connect volunteers with other organizations. The content is expanded on course
registration information, scholarships and provides relevant employment information for young
people, students. The content is expanded, but the object is unchanged.

Content on Tiktok, Instagram, and youtube are all updated after Facebook. Because there is a
difference between the main function of each social site. Content on TikTok is a short video
sharing, so it will take more time to post and be more creative on Facebook. The content on
Facebook is informative in the form of text, but the content of TikTok has been more selective
than that of Facebook. The content is selected and presented as short videos suitable for more
users. This is also the reason why TikTok has a higher engagement rate than iVolunteer's fan
page.

Content on Instagram is also about providing

information and providing soft skills. The
content is also organized and placed as
images to match the functionality of
Instagram. But in terms of display, there are
some image articles that don't have the same
color and format as others. This will reduce
brand recognition on Instagram because there
is no similarity in the format and color of
posted images.

Youtube's last post was 6 months ago. and the content on youtube is mainly self-help. The
content is consistent with the goals set by the organization but does not have enough novelty or
uniqueness to attract viewers.

4. Comment

Because of the nature of providing information about volunteer activities, courses, and jobs. If
you want to know more information, you must click on the website, at the website that provides
all the information that users are looking for. If you have any questions, please send them directly
via email or message on social networking sites. But the speed of responding to messages via the
fan page is slow.
On the iVolunteer fan page, comments depend on the content of each article. There are articles
with no comments and there are articles with many comments. Because the site provides
information, the information depends on the provider. When there is good news about the job
that is suitable for many TA, the article will have many interactions and vice versa.

Posts with lots of interactions

Comments on TikTok are mostly positive. This means that the content has a positive impact on
the user. This means that the level of credibility of the organization is enhanced.
 Comment on Tiktok

When custommer comment, it means they are interested in the product. Comments from
customers when they have not used the product are expressing their interest in the product.
Brands can then devise appropriate marketing strategies to improve reach, revenue,... Customer
comments after purchase are also known as feedback. It reveals the customer's attitude when
using the product, it can be positive or negative. It will depend on the nature of the comment that
the brand makes an appropriate plan.

III. Conclusion and recommendation.

This assignment provides an overview of some of the metrics that can be measured on a digital
platform. iVolunteer is doing pretty well on social sites because of content consistency and
steady engagement on TikTok, and user conversion on Facebook (click the link to go to the
website). However, it doesn't work well on Instagram, youtube. Instagram posts have too little
interaction, there is no visual uniformity for each post. Youtube has had no growth since the last
post last month.

In order to have good development even as an informational website, it is also necessary to be

creative in the way the content is presented. Solid color illustrations on every Instagram post.
Development of all social networking platforms. Youtube can continue to share content and can
re-up TikTok videos to youtube shorts.
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What Is A Backlink? Why Are Backlinks Important? (2022). Available at:
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