FOREIGN TRADE UNIVERSITY

HO CHI MINH CITY CAMPUS

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MID-COURSE INTERNSHIP REPORT

Major: International Business Economics

PROCESS OF ONLINE MARKETING ON

FACEBOOK AT GET JOB DONE
COMPANY LIMITED

Internee: Nguyen Van A

Student ID: 0000000000

Class: K00CLC0

Supervisor: Assoc. Prof. Dr. Nguyen Van B

Ho Chi Minh City, August 2024
FOREIGN TRADE UNIVERSITY SOCIALIST REPUBLIC OF VIETNAM
HO CHI MINH CITY CAMPUS Independence – Freedom - Happiness

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 STATEMENT OF AUTHORSHIP
Except where reference is made in the text of the thesis, this thesis contains
no material published elsewhere or extracted in whole or in part from a thesis by
which the author have qualified for or been awarded another degree or diploma.
No other person’s work has been used without due acknowledgements in the
thesis.
This thesis has not been submitted for the award of any degree or diploma in
any other tertiary institution.

Ho Chi Minh City, 06th August 2024

Nguyen Van A
ACKNOWLEDGEMENT
The author would like to express the most sincere gratitude towards Mr.
Nguyen Van B – the author’s supervisor teacher at Foreign Trade University - Ho
Chi Minh City campus, for his considerable support and precious guidance. In
addition, the author would like to thank the CEO and employees at Get Job Done
Co. for having contributed great advice, information and their real experience from
practice to help the author complete this report. In particular, the author would also
like to express sincere gratefulness to Ms. Nguyen Tran Kim Ngan – Marketing
executive of Marketing Department, who not only provided the author reference
materials, but also carefully explained many of my questions about the topic so that
the author can accomplish the report with the best result. However, due to the limits
of professional knowledge, time and practical experiences, this report cannot avoid
some drawbacks. Hence, the author would appreciate constructive comments and
suggestions to improve this report’s usefulness and to gain more experience for
future career.

Ho Chi Minh City, August 06th, 2024

Internee
Nguyen Van A
 LISTS OF ABBREVIATIONS

Abbreviation English meanings

GJD Get Job Done

CEO Chef Executive Officer

HR Human Resources

TNHH Limited Company

KPI Key Index Performance

CPC Cost per Click

CPM Cost per thousand view

CPL Cost per lead

CPE Cost per Engagement

B2C Business to Customer

 LISTS OF FIGURES

Figures Page

Figure 1.1: Management structure of Get Job Done Co. Ltd 6

LIST OF TABLES

Tables Page

Table 1.1. Management structure of Get Job Done Co. Ltd 8

Table 1.2. Business performance of Get Job Done Co. Ltd from 9
2015 to 2017

Table 2.1. General process of online marketing on Facebook 11

Table 2.2. Monthly ad performance report to Campus KOKUYO 16

TABLE OF CONTENT PREFACE.......................................................................1
Chapter One: INTRODUCTION TO GET JOB DONE COMPANY
LIMITED (GJD)......................................................................................................3
1.1. Formation and development............................................................................3
1.1.1. Formation.........................................................................................................3
1.1.2. Development....................................................................................................4
1.2. Functions and duties.........................................................................................5
1.2.1. Functions..........................................................................................................5
1.2.2. Duties...............................................................................................................5
1.3. Organizational structure and management....................................................6
1.3.1. Organization chart............................................................................................6
1.3.2. Functions and duties of departments................................................................6
1.4. Business performance from 2015 to 2018.......................................................8
1.5. Internship duties.............................................................................................10
Chapter Two: THE ANALYSIS OF ONLINE MARKETING PROCESS ON
FACEBOOK AT GET JOB DONE COMPANY LIMITED (GJD).................11
2.1. The procedure of online marketing process on Facebook..........................11
2.1.1. Define the objectives and the KPIs (Key Performance Index)......................12
2.1.2. Define the target audience and behaviors of target audience........................13
2.1.3. Identify the audience insights........................................................................14
2.1.4. Create content and art direction.....................................................................14
2.1.5. Optimize ad performance, follow up the campaigns, and submit reports to
clients.......................................................................................................................15
2.2. Comparison between theoretical procedure and implement procedure. . .17
2.2.1. Similarities.....................................................................................................17
2.2.2. Differences.....................................................................................................17
2.3. Overall evaluation...........................................................................................17
2.3.1. Strength..........................................................................................................17
2.3.2. Weakness.......................................................................................................18
Chapter Three: RECOMMENDATIONS FOR IMPROVEMENT OF
ONLINE MARKETING PROCESS ON FACEBOOK AT GET JOB DONE
COMPANY LIMITED (GJD)..............................................................................19
3.1. Objectives and viewpoints..............................................................................19
3.1.1. Objectives......................................................................................................19
3.1.2. Viewpoints.....................................................................................................19
3.2. Opportunities and challenges........................................................................20
3.1.1. Opportunities.................................................................................................20
3.1.2. Challenges......................................................................................................21
3.3. Recommendation............................................................................................21
3.3.1. Solution to understand requirements from clients before sending proposals as
well as to set a mutual working approach................................................................21
3.3.2. Solution to gain deep-rooted audience insight...............................................22
3.3.3. Solution to optimize Facebook ads................................................................23
3.3.4. Solution to maximize the procedure of working with clients on monthly
budget......................................................................................................................24
3.3.5. Solution to enhance specialized and professional marketing skills for
employees................................................................................................................25
CONCLUSION......................................................................................................26
REFERENCE.........................................................................................................27
ANNEX...................................................................................................................29
 1

PREFACE
In the past decade, the world economy in general and Vietnam in particular have
changed drastically under the omnipresence of globalization. Along with the
development of advanced goods and services to satisfy the increasing and complex
needs of people, the competition among enterprises is becoming stiffer than ever.
Thus, marketing activities in each business are growingly fostered, especially online
marketing with features being cheaper and easier to reach users.
According to the latest report conducted by a prestige market research agency in
2017 (Wearasocial, 2017), more than half of Southeast Asia’s population currently
uses the internet, with the number of internet users around the region growing by
more than 30% - or 80 million new users - in the past 12 months. Regarding
Vietnam, the number of internet users has reached 50 million, equivalent to 46.64%
of total population (Ministry-of-information-and-communicationVietnam, 2017).
Regarding these data showed, together with recognizing the importance of online
marketing for business at the present, marketing agency like Get Job Done are
having more opportunities to reach consumers, to deliver impressive advertising
messages and offer effective solutions to their clients, With the opportunity to be
facilitated by the school for internship, the author actively experienced internship
training period at the Get Job Done Co. Ltd, one of the new digital agency in the
field of online advertising in Vietnam, and has chosen the topic "Process of online
marketing on Facebook at Get Job Done Company Limited” with the aim is to
discover and gain deeper understanding about online marketing in real business
environment via which the author would like to suggest some of solutions to
remaining difficulties that Get Job Done Co. still confronts with. The theme is
structured in three parts:
Chapter 1: Introduction to Get Job Done Company Limited (GJD)
Chapter 2: Analysis of online marketing process on Facebook at Get Job Done
Company Limited (GJD)
Chapter 3: Recommendation for improvement of online marketing process on
Facebook at Get Job Done Company Limited (GJD)
2
 3

Chapter One: INTRODUCTION TO GET JOB DONE COMPANY

LIMITED (GJD)
1.1. Formation and development
1.1.1. Formation
In the context that Vietnam is increasingly turning into the domestic kickstart
environment for businesses with the rapid development of science and technology,
hundreds of companies are established each year in various fields. Most prominent
ones are in the areas of communication, e-commerce, financial technology (fintech),
education on technology (edtech). As a result, online marketing plays an
inextricable role to catalyze the business performance among those mentioned
above.
In the face of that opportunity, Get Job Done was established to provide online
marketing and branding solutions for businesses in Vietnam with the mission of
becoming a leading reliable agency for the enterprises in administrating online
channels and optimizing online advertising campaigns, especially for Japanese
company in Vietnam.
Established in November 2014 under business license number 0313018809, Get
Job Done Company Limited (abbreviated as Get Job Done Co. Ltd) is a one
member limited liability company that was operated by Yukiko Yazumi, who is the
present Chef Executive Office of Get Job Done Company.
Background information of company is presented below:
Full name in Vietnamese Công ty TNHH Get Job Done
Full name in English Get Job Done Company Limited

Abbreviation Get Job Done Co. Ltd

Address L14-08B, 14th Floor, Vincom Center Tower, 72 Le
Thanh Ton, Ben Nghe Ward, District 1, Ho Chi
Minh City
Email info@getjobdone.com
Website www.getjobdone.com
 4

Phone (08) 2220 1628

Tax code 0313018809
Chartered capital 210,000,000 VND
Logo

1.1.2. Development
In 2015, Get Job Done Company Limited set their first office in District 1, Ho Chi
Minh City in the context of increasing establishment of many digital marketing
agencies in Vietnam. Since the beginning of 2015, Get Job Done started to offer
design services and establish Design department, instead of providing only
marketing services like in 2014.
One of the major changes was that the company has set their workplace in Binh
Thanh District in July 2017 for larger office building in order to increase the
number of employees and office equipments. In the middle 2017, the company also
experienced the stability of intensive and high level of digital marketing
specialization.
In the beginning of 2018, Get Job Done has become the official service company of
more man 30 businesses in numerous fields, including: Japanese and foreign clients
such as Campus KOKUYO, Familymart, Toshiba, Wakodo, Yamazaki Baking,
Moore, Calpis, Renaissance, FRAMGIA,etc; Vietnamese clients such as Central
Group, Fuji Span, Shin Coffee, SKY Viet Nam, etc.
Throughout 3 years of establishment, as a small participant in this field, Get Job
Done encountered many difficulties due to the enormous pressure created by many
international and domestic marketing agencies - those with high market power and
growth. However, the company still possesses many potential opportunities to
develop and to get competitive position among Vietnamese digital marketing
markets.
 5

1.2. Functions and duties

1.2.1. Functions
Get Job Done Co. Ltd specializes in providing two main sets of services, marketing
and design services. On behalf of company’s customers and partners, GJD carries
out various functions:
Firstly, regarding Marketing services, Get Job Done provides Social media
marketing, Search engine marketing and Digital media marketing. The company
mostly offered Facebook marketing campaigns which includes both social and
digital media solutions, including various type of packs, such as increasing brand
awareness (calculated by CPM - cost per thousand view), audience engagement
(calculated by CPC - cost per click), app installations (calculated by CPL - Cost per
lead), etc.
Secondly, regarding the Design services, GJD provides design services, including
Logo, Menu, Catalogue, Brochure, Poster, Flyer, Standee, Website template,
Banner, Name card, Card visit, Product packages.
Thirdly, other services can be found as the sub-revenue to the company photoshoot,
search engine optimization, etc. Most of these services will be outsourced to outside
freelancers and the working approach will be based on the number of tasks and
projects.
1.2.2. Duties
Get Job Done composed a statement to share their duties: “Support people
and businesses to realize and exploit their full potential”.
Firstly, Get Job Done aims to give clients everything they need by
developing a professional marketing working process as well as modern design
services.
Secondly, Get Job Done aims to be the best business partner to clients and
acts responsibility in the interest of clients.
Thirdly, Get Job Done offers and nurtures creativity and commitment all the
employees’ success.
 6

Fourthly, Get Job Done commit and be full-hearted for all customers
involved in their projects.
1.3. Organizational structure and management
1.3.1. Organization chart
Get Job Done Company Limited is organized in an online model - functions,
decision-making powers focus mainly on CEO. Management responsibilities are
carried out by functional departments and heads of department in order to unify the
management work, to create the thoroughness in the operation of the online
marketing management as well as to improve the efficiency of each function and
duty of the departments.
Get Job Done currently bases its structure on functional departmentalization and
geographical element with the hierarchy chart that is demonstrated below:
Figure 1.1. Management structure of Get Job Done Co. Ltd

(Source: HR Department of Get Job Done Co. Ltd)

1.3.2. Functions and duties of departments

Chief Executive Officer (General Director): Ms.Yukiko Yazumi is also the legal
representative of the company, responsible for general operations and legal issues.
Otherwise, Yukiko is also responsible for day to day operation and client liaison.
Moreover, Yukiko is the one who sets meetings with partners and customers to
conclude business contracts on behalf of Get Job Done, consolidates relationship
with customers to create long lasting business relationship.
Marketing Department: providing online marketing service via social media and
digital media (mostly is Facebook) to Vietnamese and foreign companies. Detail
 7

works are known as making the Facebook marketing plan (which includes including
content timeline, content angles and art directions); optimizing digital advertising
campaigns (especially Facebook and Instagram ads); managing Facebook page.
Design Department: providing design service to Vietnamese and foreign
companies. The working progress includes getting the design brief from customers,
selecting appropriate designers and freelancers, determining the design budget and
project hours, scheduling meetings’ time, synthesize feedback from customers and
working with designers to complete the design projects.
HR Department: hiring and recruiting new intern and employees, handling the
training and development of other employees; updating information on regulatory
documents, notifications and dissemination to relevant departments; handling
employee payroll and ensuring employees are paid accurately and on time.
Accounting Department: responsible for recording and reporting the cash flows,
both in and out; keeping track of assets and liabilities throughout operations,
accounts; reporting faithfully to CEO and authorities; paying tax; ensuring the
customer receives an invoices for the marketing and design services; etc.
As a new marketing agency, the number of workers in Get Job Done
Company Litmited is relatively small, with 17 people. Next is the table representing
the educational level of employees in Get Job Done Company Limited.
Table 1.1. Management structure of Get Job Done Co. Ltd
Department Total Level of Education
number/Department
University Further
Education

Chief Executive Officer 1 - 1

Accounting Department 1 - 1
 8

Human Resource 2 2 -
Department

Marketing Department 8 7 1

Design Department 5 4 1

Total number 17 13 4

(Source: HR Department, Get Job Done Co. Ltd)

In general, Table 1.1. presents that the number of employees has increase since
2015, from 9 employees in 2015 to 17 employees in the end of 2017. Regarding
age, the labor force is mostly of young age lying between 20 and 27, which can suit
the dynamic environment in a digital marketing agency. In regard of educational
qualification, most of the labors are postgraduate and other 30% are undergraduate
and are in the senior year of universities. The number of employees in Marketing
increased the most, from 4 in 2015 to 8 employees in 2017.
1.4. Business performance from 2015 to 2018
Looking at the comparative performance indicators from 2015 to 2017 (...), it is
easy to see both the continuous growth and downturn in Get Job Done. By 2017,
Get Job Done demonstrated its ability when the number of customers increased
from 9 to 17 customers by the end of 2017. Along with that, net profit grows from
173 million VND in 2015 to nearly 250 million VND in 2017.
Table 1.2. Business performance of Get Job Done Co. Ltd from 2015 - 2017
(Unit: VND)
2015 2016 2017

Online 535.663.332 803.494.998 840.076.704

marketing
cost
 9

Sales 6.370.847.307 9.556.270.961 8.322.110.864

Total 1.060.751.496 1,591,127,244 1.134.678.991

revenue

Gross profit 525.088.164 787.632.246 594.602.287

Other costs 351.522.082 427.283.123 347.590.008

Net profit 173.566.082 360.349.123 247.012.279

(Source: author of summarized financial statements 2015, 2016, 2017)

As can be seen in Table 1.2., in 2016, sales increased as one and a half time higher
than by 2015 due to the increasing number of projects and client new contracts, as
well as the recommendation and introduction from closed clients to Get Job Done
services. The company also decided to expand its online marketing services to both
Facebook and Google ads, which contributed to the increase of sales. Following this
change, the year 2016 has witness the continuous growth and expansion in abroad
markets, when lots of new contract services with big Japanese clients such as
Campus KOKUYO, WAKODO, etc. On the other hand, the expenses in 201
increased nearly 1.3 time compared to 2015 owing to the investment on equipment,
office supplies such as printers, company computers, office cameras, etc.
The number of sales in 2017 decreased a little compared to 2016, one of the reason
is because the company has finished contracts with lot of big clients and focused
more on recruiting more high-qualified digital marketing employees. In the final
term of 2016, after the ineffectiveness and low achievement of recent projects, the
company decided to hire more experienced staffs and make a long-lasting working
relationship with current employees. Besides, this was the time when Get Job Done
set out the training plan for intensive and high-level specialization in digital
marketing.
1.5. Internship duties
During a three-week internship, the author had the opportunities to meet and learn a
lot from the practical experience of implementing online marketing campaigns,
 10

thereby helping the author better at understanding the differences between

theoretical process and practical process. Below are some of the tasks performed:
No Time Tasks assigned Outcomes
1 09/04/2018 Get brief from Client and collect Know how to obtain
information about client’s product information and do the basic
markets. market research.

2 12/04/2018 Make a Facebook marketing Learn to use online analysis

proposal to clients based on the tools to create a marketing
materials from clients. proposal.

3 16/04/2018 Collect feedback and make Understand clearly each step

negotiation. of online marketing process
on Facebook.

4 20/04/2018 Make the content plan for each Get to plan ahead and
week and prepare the visual prepare materials for content
appearance (such as videos, and visual forms.
infographics, images, etc)

5 01/05/2018 Optimize ad performance on Know how to run Facebook

Facebook. ads.

6 01/05/2018 - Follow up the activity and keep Understand the measurement

30/05/2018 track the digital metrics. of ad metrics.

7 02/06/2018 Make monthly report based on Experience real working

secondary data from Facebook ad conditions with clients.
and Facebook insights.

Chapter Two: THE ANALYSIS OF ONLINE MARKETING PROCESS ON

FACEBOOK AT GET JOB DONE COMPANY LIMITED (GJD)
2.1. The procedure of online marketing process on Facebook
Facebook (facebook.com) is a social media channel and a social networking
service created and developed by Mark Zuckerberg in the first launch of 2004. In
the first quarter term of 2018, Facebook has more than 2.2 billion monthly active
users and is developed to make people in the globe connected and allow business be
promoted. Therefore, Facebook are becoming the most profitable platform of online
marketing, especially for advertising campaigns.
 11

In general, the online marketing process at Get Job Done Co. Ltd is mostly
conducted on Facebook and is based on fundamental steps similar to traditional
marketing, but combining with other new marketing analysis models. The whole
marketing process is presented as follows:
Table 2.1. General process of online marketing on Facebook
Step 1 Define the campaign objectives and KPIs that client wants to
Step 2 Define the target audience and behaviors of target audience
Step 3 Identify the audience insights
Step 4 Create content and art direction
Step 5 Optimize ad performance, follow up the campaigns, and submit
reports to clients

(Source: Marketing department, Get Job Done Co. Ltd)

The above Table 2.1. illustrates that every marketing campaign takes the first step
of ‘Defining the objectives’ which be either business objective, brand objective or
communication objective and so does Get Job Done. Next, marketing employees
will analyze and research the product markets in Vietnam, which helps determining
targeting and segmentation for clients’ campaign. Right after this, the process turns
to a period of defining target audience and analyzing probable behaviors of target
audience, which is the basic requirement for next step of identifying audience
insight. Searching for audience insight is considered to be the core to suggest
solutions for clients. Finally, the stage of digital marketing execution requires
employees to continuously follow up, keep track and evaluate their campaign
performance, optimize the effectiveness and efficiency. Meanwhile, reports are
given to client after a fixed term and are made sure to be comprehensive and full-
ofnecessary data that clients have required.
To gain a deeper understanding of the online marketing process on Facebook, the
student hereafter would like to analyze the typical case of Campus
KOKYUO - one of the biggest Get Job Done’s Client using company’s service.
About the Client, Campus is a brand of KOKUYO corporate, which is operated in
stationery manufacturing office furniture manufacturing, purchasing and sales;
 12

space design and consultation etc. Campus is organized in Vietnam providing B2C
(Business to Customer) model with manufacturing system and seller center system
allowing supplier to participate in via sales on the store.
2.1.1. Define the objectives and the KPIs (Key Performance Index)
Prior to common online marketing campaign, almost all businesses have
always set goals and the goals must be agreed upon both parties (in this case is
between Campus and Get Job Done). Among that, S.M.A.R.T objectives is a
method created to ensure that all employees will know what they are working
towards, including Specific, Measurable, Attainable, Relevant, Time (Chaffey &
Ellis-Chadwick 2012, 214).
In order to know how efficient company’s marketing strategy is, its result
should be measured using appropriate KPIs, since KPIs were the standard for
measuring and clearly clarified on the contract. A standard KPIs based on ads
optimization on Facebook will includes cost per result, budget spent, duration of
time, etc. for this campaign.
With the goal of bringing in 4000 new page likes and 5000 engagement of
Campus Facebook page per month, the mechanism used to calculate the successful
engagement on this campaign is based on CPC (Cost per Click) and CPE (Cost per
Engagement), which are specific for page like and boost post ads on Facebook
platform.
In addition to bringing about 4000 new fans on Facebook per month, Campus
also expected more than 35% of customers will consistently buy Campus products
as well as created long-lasting relationship with customers. The desire is not
included in the contract of engagement but only in order to clarify the expectation
and to refer to Get Job Done when implementing the campaign.
In order to attain the expectation of clients after the online marketing
campaign, Get Job Done has measured and kept track of the audiences who are most
likely engaged with the campaign by running the Lead ad - collecting personal
information through form fillings, sample offers, file download, etc. Thanks to
 13

gathering audience info, Client can apply the next-step method to convert them into
customers and create long-lasting relationship.
2.1.2. Define the target audience and behaviors of target audience
In the beginning of this step, selecting target market will be taken and is
considered vital as the product from Campus is a little diverse. Although, the
company has already received the criterion of target markets from Client’s brief,
Get Job Done still need a process of retargeting the demographics, location, age
range etc. in order to make sure whether the predetermined target markets fit the
new campaign objectives and KPIs.
There are some connection between the components of defining target
audience and the demographics of audience on Facebook. Therefore, Facebook can
provide marketing employees with additional overview about Facebook users and
help distinguishing among people with different demographics or behaviors. Get
Job Done marketers have used the Facebook Insights tools in order to find the
behavior and interest of the target audience among all of users on Facebook. Thanks
to that, marketers can also determine the audience settings for Facebook ads, content
topics and the art direction in the campaign.
Similarly, Facebook Ads Managers have available options to find the
appropriate settings for audience, which include locations (classify via country,
province, city, zip or postcode, etc.); age range; gender (men, women and all);
language; detailed targeting (including or excluding people from a group of
audience based on demographics, interests and/or behaviors); connections
(including or excluding audience based on connection with your Facebook pages,
apps or events); etc. Therefore, it would be much easier for employees to link
between search for target audience behaviors on Facebook Insights tools and typing
them into Facebook Ad Manager.
2.1.3. Identify the audience insights
After that, the company begin to identify the customer insights as for the
whole marketing campaign. In most of the campaigns, Get Job Done come to define
the audience insights, instead of customer insights, because the objectives of the
 14

campaign are to increase the awareness and engagement of customers on Facebook,

not for the app installation, increase in volume or value of sales.
Apart from customer, audience is the one who receives your messages, on
this campaign case if the messages on Facebook advertisement. “Normally, the
marketing message should resonate with the client’s current and potential
customers, but sometimes sending the right message to members of audience that
are not customers can be very effective” (Randy Brososky, “The difference between
your customer and your audience, 2014).
Therefore, the company need to find a good insight for clients in order to
shape the marketing strategy, guiding content creation and art direction on the later
steps. On the second previous steps, Get Job Done quickly relies on the
classification of products and market research to find interesting insights and to
push the purchase of the potential customers on Campus campaign.
2.1.4. Create content and art direction
Content creation is about adding appropriate values and generally help people
realize or solve their own problems or issues. Content is powerful and is available
on almost all of online platforms. Audience themselves can also create and post
their articles or status or vlogs every day, which is all forms of content. And
different types of content will be based on forms of content, as well as the need and
demand of target audience.
In the beginning, in order to find the appropriate content, marketers in Get Job
Done will have to make sure that they already optimize their content with keywords,
using those online marketing tools in order to search for trending and suitable
keywords, such as Google Trends, Google Keyword Planner, etc. Secondly,
marketers also follow the leaders or competitors in the market to see what content
they’re creating, what content are highly engaged with and what topic is trending
right now, etc. Thirdly, the process of content creation should be creative and
purposize the content as well, because it is the connection that people have with the
content and the writer. Therefore, before completing the content plan, Get Job Done
marketers have to answer these questions: What is the main story of a representative
 15

user? What’s the moral of the story? Why does it matter? What’s in it for me?
Fourthly, the content creation process has to make consistently with the headlines,
design direction and strategic planning. Optimizing the online ads performance still
has to meet the requirement of giving interest and engagement to target audience.
Fifthly, the marketing team will then submit the online plan (in Excel file) and the
Content and art direction proposal to the clients and receive feedback. After
mutually agreed and confirmed, the content and the visual material will be
scheduled and posted on Facebook Campus pages.
After the publishment of content, marketers will wait and see what types of content
are working well and what are not, in order to reconfirm the appropriate content
topics and increase the effectiveness of results. After that, marketers can modify and
change it into a more complete one in next period of time.
2.1.5. Optimize ad performance, follow up the campaigns, and submit reports
to clients
Get Job Done always monitors the campaign according to each specific
advertisement in order to maximize the effectiveness over Client’s expectation.
Further, testing the ads is necessary because creating an effective advertising
template requires a number of “trial” advertisements before Get Job Done marketers
can figure out which one is the most effective and optimal in terms of cost and
reachable scope.
In the final step, Get Job Done reports to Client on the daily basis the number of
engagement and orders received, the cost spent and the sales brought to Client’s site
to review the overall decision-making process and optimize promotion performance
for the next day.
The typical case of Client Campus makes it understandable to comprehend the
process of online marketing on Facebook executed by Get Job Done. An
investigation into practical partnership between Client and Agency sides helps the
author to distinguish the liabilities and obligations of each one. Learning from real
challenging business environment is the firm foundation for each young marketer to
accumulate precious experience for the future development in this industry.
 16

Below is the ad report of Campus Fanpage in April 2018 made by marketing

employees in Get Job Done Co. Ltd:
Table 2.2. Monthly ad performance report to Campus KOKUYO
Feb-Mar 2018 Mar-Apr 2018 Apr-May 2018
Like Starting period 80,575 82,313 91,695
Total Page
Like 82,173 91,703 98,552
Increase by 1,598 9,390 6,857
Cost per Like 639 875
Reach Organic 228,365 444,418 103,351
Paid 575,506 944,875 20,657
Total 803,871 1,389,293 310,008
Engagement Cost per
engagement 18 VND 53 VND
Total 34,343 9,917 23,595
Cost for page promotion 6,000,000 VND 6,000,000 VND
Cost for post promotion 1,250,000 VND 1,250,000 VND
Total Cost (VND) 7,250,000 VND 7,250,000 VND
(Source: Marketing department, Get Job Done Co.Ltd)
2.2. Comparison between theoretical procedure and implement procedure
2.2.1. Similarities
Firstly, the process of online marketing campaign in company still consists of basic
steps required in theoretical procedure, such as defining the objectives and KPIs,
defining target audience and behaviors of audiences, identifying content art
directions, etc.
Secondly, the application of theoretical model to help clarifying separated factors in
target audience and content materials is helpful and appropriate to some context,
such as the SMART model, SWOT analysis, marketing mix model
 17

(including product, promotion, price, place, people, process, physical evidence), etc.
The small difference between theoretical and implement procedure is that the
models applied somehow help navigating and classifying ideas and are not obliged
to follow.
2.2.2. Differences
Firstly, though the planned steps have been made, there are also other sudden
arguments and conflicts between clients and agency sides, for instance, the
difference between the point of view from target audience and audience insights.
There is some steps deleted, adding up or some unexpected approach that the team
contribute more to adjust with demand and requirement from clients.
Secondly, there are circumstances when the tracking metrics are achieving lower
results compared to the previous period of campaigns, which the company
marketers has apply the same steps of activating online marketing process on
Facebook but they still require more research about specific cases or circumstances.
Some of the reasons when found out are due to the changing in customer behaviors,
customer services, audience insights or even Facebook advertisement restriction.
2.3. Overall evaluation
2.3.1. Strength
Firstly, using Facebook advertising has helped expanding the customer reach on
social network, especially with the diversity of ages and demographics. It is because
the fact that Facebook have own dramatically highest Vietnamese active users
among various social channels.
Secondly, Facebook Power Editor allows Get Job Done markets to split test the ads
and see the different results before running the actual ads on Facebook. This help
boosting the effectiveness and efficiency of ads optimization and saving the budget
spent on campaigns.
Thirdly, Facebook is one of the most cost-effective advertising channels. Even with
low budget of about 30.000 VND per day, the company can have ad up and
optimize the performance as normal, compared to other platforms such as Linkedln
and Instagram.
 18

2.3.2. Weakness
Firstly, there are some situations when Facebook ads get into trouble and the
company employees cannot exist and save the budget spent.
Secondly, there are also other copyright restriction that Facebook has applied for
business pages or individual who use engagement bait tactics. If the clients’
campaign include KPIs in engagement, then the company marketers will face these
new limitation on both ad copy and on-page organic content.
Thirdly, the increasing number of businesses or digital marketing agency using
Facebook advertising means the high competition between Facebook ads in order to
catch the audience’s attentions.
In conclusion, the whole online marketing process on Facebook at Get Job Done
includes five-step framework together with other analysis tools that help the process
going faster and easier. Each of the steps is equally significant and linked to each
other; therefore, the company has to execute the whole process without missing any
steps so that the best result and clients’ expectation will be fulfilled and satisfied. In
addition, the author has pointed out some key similarities and differences between
theoretical and practical process of online marketing. Last but not least, the overall
evaluation of the company is also illustrated via the internship experience of the
author.
Chapter Three: RECOMMENDATIONS FOR IMPROVEMENT
OF ONLINE MARKETING PROCESS ON FACEBOOK AT GET JOB
DONE COMPANY LIMITED (GJD)
3.1. Objectives and viewpoints
3.1.1. Objectives
From the period of 2018 to 2020, heading to the next challenging period, Get Job
Done holds their ambition to develop in multifaceted angles as stated below: Main
target: Becoming one of the online marketing agency on Facebook in Vietnam with
a budget to spend 1 billion VND per month.
Development strategy by 2020: Focusing on expanding its market share to
advertising channels such as Facebook, Instagram, Google, Zalo, etc., but not stop
 19

trying to maintain its competitive advantage in the online marketing market using
Facebook ads.
Environmental, social and community goals of the company: Putting more attention
to the public interests by actively participating in charity social activities and
community services.
Annual Growth Indicators: Annual turnover is 120% and profit before tax
increased 130% per year.
From these target, it is obvious that Get Job Done have drawn out their strategic
course of development with a clear, specific vision to constantly innovate and create
more values for their clients, consumers as well as communities.
3.1.2. Viewpoints
Firstly, in current competitive business environment, it is a must for businesses to
constantly find optimal ways in order to adapt quickly to the changing environment.
As a digital marketing agency, it is highly recommended for Get Job Done to
understand the demand of their clients who are in need of professional specialized
digital marketing crew to resolve their problems. Besides, the agency also needs to
keep up with the changing tastes and complex desires of consumers to who the
agency’s advertisements approach every day. The fact is that the more the agency
gets to grasp the insight of consumers, the more likely they can win Client’s favor in
pitching rounds.
Secondly, business partners and clients are more and more conscious of the
efficiency that Facebook brings about when other online advertising channels such
as Google, Coc Coc fail to cater for specific localized demands and needs of
Vietnamese. Thus, this upward tendency of using Facebook as an effective tool for
online marketing shall pave the way for Get Job Done to partner with more Clients
from domestic to foreign sectors.
Thirdly, technology and Internet have been witnessing radical transformations over
the past decades and continue on to create innovative solutions to human life with
much more convenient and cost-effective services. In the near future, Digital
marketing is likely to be dominant over the country’s business climate. Hence, Get
 20

Job Done is expected to expand its market share and grow out of the country’s
border.
3.2. Opportunities and challenges
3.1.1. Opportunities
Firstly, being a small and young marketing agency, Get Job Done has many
opportunities to develop and to growth. Therefore, the online marketing process is
easier to be modified, more flexible to change or add extra steps when a problem or
issue occurs.
Secondly, due to the young and dynamic company structure, young employees shall
easily suggest ideas, get discuss and develop more effective working procedures. In
addition, Get Job Done allowed undergraduates or finalyear students to apply for
intern positions and provided lots of chances to take their own responsibility and
explore new approaches in marketing process.
Thirdly, under the operation of a Japanese CEO – Yukiko Yazumi - who has many
experience working with partners and clients, the company possessed many
potential opportunities to work for Japanese and foreign clients as well as to
broaden knowledge about other countries’ culture and working habits; facilitating
the development of online marketing process into the direction of foreign clients.
3.1.2. Challenges
Firstly, most of the company’s projects comes from long-term relationship with
foreign and Japanese clients, while the company had not had the opportunity to
work with many Vietnamese clients and Vietnamese brands. Therefore, the
employees do not get many experience in requirement of Vietnamese clients and
Vietnamese product markets.
Secondly, human resources change constantly, experiencing when official
employees often leave Get Job Done after the internship or after working under a
year. Meanwhile, new employees do not have much experience as well as training
time when being recruited. One of the reasons is that Get Job Done do not spend
sufficient time and efforts training and meet the self-development needs from
current employees.
 21

Thirdly, though Get Job Done had developed its specialization since its
establishment in 2014, the company has not yet meet the standard specialization in
digital marketing among other Vietnamese and other digital marketing agencies in
Vietnam. There needs a long period of time for the company to develop and to boost
the achievement in clients’ requirements.
3.3. Recommendation
3.3.1. Solution to understand requirements from clients before sending
proposals as well as to set a mutual working approach
Objective: to help the process of communicating and working with clients
more effectively, by setting at least 2 meetings (online or offline) a month for each
project. In addition, the uniform way of discussion and argument is significantly
too, in order to maximize time utilization at work and come to a mutually agreement
faster.
How to perform: the company can set monthly or weekly meetings with
clients automatically and keep the meeting schedule fixed over time, so that it will
be easier for employees and clients to remember and to manage. In addition, due to
the discrepancy and lack of clarity, especially regarding the rigorous demand from
clients on content direction, images, video, etc., the author suggest working through
other Online task management platforms apart from Facebook Messenger or Google
Hangouts. Those tools can also help tracking task managements, noticing deadline
and help getting social or media distractions out of working time. There are many
such as Trello, Asana, Slack, Oneteam, etc.
Condition to perform: In order to execute this solution, both the company
and client must set regularly meetings with the responsible team and individual. If
one of the team members or client cannot join the meetings due to unexpected
issues, he or she has to announce and postpone the meetings schedule to another
day. In addition, before joining the meetings, both client and the company
employees have to prepare sufficient materials and documents related to the content
discussed.
 22

Expected results: the uniform and discussion between clients and company’s
employees will be enhanced, which leads to the more motivation in ease atmosphere
and more innovative ideas when working together. Therefore, the expected results
will come to the boost of effectiveness and high KPIs achievement.
3.3.2. Solution to gain deep-rooted audience insight
Objective: to boost the time of finding audience insight faster and to get more
appropriate results.
How to perform: Firstly, the company can hire or recruit more strategic
planner, who will come out with more backup strategies and methods as well as
strengthen the probability of achieving KPIs requirement. Secondly, Get Job Done
can also find a new way to strategily collaborate with one market research agency to
optimize the effectiveness to marketing process. An excellent expert in seeking
audience insight is no one else other than market research agency, such as Nielsen,
Kantar Worldpanel, Millward Brown, etc.). Thirdly, another approach is to contact
with clients to collect and gather their old or current customer database and start
running ads for them to see. The second chance of ads appearance will likely have
higher engagement and, most of all, higher sales or value of product consumptions.
This also indicates that clients always take good care of their present customers and
create a long-lasting relationship with them. Fourthly, the approach of using great
online analysis tools like Google Trends, Google Keyword Planner, Google
Analytics, etc. helps a lot in searching for common trends, high-engaged topics or
interest topics of clients’ target audience. These analytic tools also measure other
platforms’ metrics - but relate a lot to Facebook page platform, such as website
traffic, conversion rate, app installation, etc.
Condition for performance: First of all is the approval from the CEO for
employees to try and explore new approaches. Besides, the employees who execute
the methods have to re-examine and follow up with current change in the expected
results.
Expected results: the working progress will not be wasted any more time for
searching of target audience and doing experiments in steps afterward. In addition,
 23

the company’s employees can also use that time focusing on more innovative ideas
and exploring more effective methods in running ads.
3.3.3. Solution to optimize Facebook ads
Objective: to set a goal in defining appropriate target audiences that are
engaged with content the most via Facebook ads. After one month starting to run
Facebook ads, the employees will have to identify a range of audience’s interests
and demographics. The first month’s budget of ad performance can be from 10 to
15% higher than the budget agreed among clients and the company, in order to use
for experimentation.
How to perform: Get Job Done marketers can do it by setting up Facebook
ads as usual, but instead of installing one big ad set with large budget, marketers
need to split it into multiple small ad sets with different target audience groups
(separated by age range, each ranges from 1-5 years old difference; or by interest;
locations; etc). In addition, marketing employees will also have to prepare different
content and images for each ad set if the experiment can helps testing the
appropriate content and visual materials. Which ad set is effective and possess low
cost per engagement, or if it has many comments and shares, then employees can
choose and increase the budget spent on it.
Condition for perfomance: The budget of campaign has to be large enough
for employees to split it into many small one, which is higher than 50.000 VND in
order for Facebook to accept a standard ad.
Expected results: First of all is to reduce time waste in following up with
ineffective and low performed Facebook ads. Besides, this solution also helps
employees prepare content direction and other online marketing materials based on
the high results in audience engagement.
3.3.4. Solution to maximize the procedure of working with clients on
monthly budget
Objective: to set a constant range of budget instead of a fixed level of money
at the beginning of each term.
 24

How to perform: The company previously has just ran Facebook ads for a
fixed level of budget that was agreed and committed between company and clients,
calculated after a certain period of time (such as monthly, quarterly) and kept
constant for the next long time. This leads to shortcomings such as: company have
to follow up budget spent daily and adjusting the ads cost so as not to exceed the
committed level of budget; missing the opportunities to boosts the highlyinteractive
ads in long run and being complicated when reporting to clients about extra budget.
Therefore, the company can suggest a new approach of spending Facebook ad
budget based on a range of expense, such as between 2 million VND and 2.5 million
VND. Therefore, the company will have more choice in optimizing and boosting
effective Facebook ads without the daily follow-up and detailed adjustment.
Condition for performance: It is crucial to estimate the range of budget
before the next term of running ads. Besides, the range of budget must be mutually
agreed between client and the company employees before being set out.
Expected results: It will be more ease for the company to estimate the next
budget and comment on the range of budget that is suggested from clients. Also, the
progress of making ad report and marketing contract will be much easier, and do not
need much time from reporting the level of budget change to client.
3.3.5. Solution to enhance specialized and professional marketing skills for
employees
Objective: to organize monthly training courses on digital marketing and
design subjects for employees. The schedule can range from 2 to 4 sessions per
month or a workshop per month.
How to perform: The company can plan ahead quarterly and select training
content and materials based on majority of employees’ wishes. The training sessions
can be organized by current experienced employees or managers, other professional
managers from clients or from other partners and agencies. The employees then
must apply knowledge and lessons learned to actual work activities and the
company has to enable staffs to test new methods with appropriate risk management
plans ahead. Training sessions in a constant period of time are significant for the
 25

company to create momentum for long-term development, especially in a young and

dynamic environment like Get Job Done.
Condition for performance: Building a good and long-lasting relationships
with employees will help creating positive impression; even when they leave the
company someday in the future, they still can join in the training sessions as a
trainer.
Expected results: The current employees can learn from previous staffs and
also gather more knowledge from other trainers, which can help increasing
marketing specialization in Get Job Done.
To sum up, the final chapter has emphasized the long-term objectives of Get
Job Done in the future. At the same time, the viewpoints and objectives have also
been listed, which helps to identify some of the directions for improvement and
development. Based on both internal and external factors, five main
recommendations are made and should be implemented, including: understand
requirements from clients before sending proposals as well as to set a mutual
working approach; gain deep-rooted audience insight; optimize Facebook ads;
maximize the procedure of working with clients on monthly budget; enhance
specialized and professional marketing skills for employees.
CONCLUSION
After taking part in the internship with the topic: “Process of online
marketing on Facebook at Get Job Done Company Limited”, the author come to
these below conclusions:
Firstly, after more than 3 years of formation and development, Get Job Done
has proved itself to be a company that takes advantage of the opportunities and
strengths of digital marketing, especially via Facebook ads to make its own
differentiation. In the near future, the marketing situation will constantly change
from traditional to digital. Therefore, Get Job Done should always be prepared in
strong spirit to prove its position in the Vietnamese market as well as international
ones.
 26

Secondly, the company’s internship period helped the author to re-examine

the knowledge that had been learned at school and to apply the theories into practice
to figure out the difference between a theoretical and practical marketing process for
better application and development in the future. There are many models applied in
the actual process of online marketing, but the implement procedure still meets
many more unexpected outcomes and extra risks to manage. Therefore, in order to
overcome the real issue at Get Job Done, the author has to add additional steps or
approaches from other sources of researches, in order to meet clients’ specific
requirements and boost the effectiveness.
Thirdly, during the internship, the author has given recommendations that are
based on the real situation and oriented development of the company with the hope
that they will help to boost the company’s productivity and efficiency, exploiting
the full potential that the company already has. When implementing a real
marketing campaign, we need to pay attention to creating the most optimal solutions
for Clients to reach their customers without losing the core values.

REFERENCE
English references:
1. Philip Kotler, 2013, Marketing Management, Pearson Education, Inc., 14th
Edition.
2. Philip Kotler and Gary Amstrong, 2013, Principles of Marketing, Pearson
Education, Inc., 15th Edition.
3. Marketing Department, 2017, Annual financial report, Get Job Done Co.,
Ltd.
4. Marketing Department, 2016, Annual financial report, Get Job Done Co.,
Ltd.
5. Marketing Department, 2015, Annual financial report, Get Job Done Co.,
Ltd.
6. Human Resource Department, 2017, Management structure, Get Job Done
Co., Ltd.
 27

7. WordStream Co., Ltd, 2017, Facebook Ads vs. Google AdWords: Which
Should You Be Using?.
Available at: [https://www.wordstream.com/facebook-vs-google] .
8. Macro Cirillo, 2017, Are Facebook ads cheaper than Google ads?. Cited:
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adscheaper-than-Google-ads].
9. James Barnes, 2013, Social ddvertising using Facebook: Some experimental
results using Duck dynasty ads to promote rural tourism in Mississippi.
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[http://ageconsearch.umn.edu/bitstream/162531/2/Barnes%20Coatney%20S
AEA%20Duck%20Dynasty%20Paper%202014%20Submitted.pdf].
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11. Irfan Faizullabhoy, 2018, Facebook’s Advertising platform: New attach
vectors and the need for intervention. Cited: Mar 27th 2018. Available at:
[https://arxiv.org/pdf/1803.10099.pdf].
12. Wearesocial, 2017, Digital in Southeast Asia in 2017. Cited: Feb 16th 2017.
Available at: [https://wearesocial.com/special-reports/digital-southeast-
asia2017].

Vietnamese reference:
1. Moore Corporation, 2015, Vietnam Digital Landscape 2015. Available at:
[http://moore.vn/Uploads/files/2015/3/Moore-Vietnam-Digital-
Landscape2015.pdf].
2. Vietnam Marketing & Communication Club, 2016, Dự báo xu hướng Digital
Makreting 2017-2018. Available at: [http://vmcc.org.vn/blog/95/du-bao-
xuhuong-digital-marketing-2017-2018/]
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3. Ecomobi, 2017, Vietnam Digital Landscape 2016.

Available at:
[https://research.vietnambusiness.tv/
vietnamdigitallandscape2016170221041446.pdf]

ANNEX

No. Documents
1 Service Contract between Get Job Done Co.Ltd and KOKUYO
Vietnam Trading Co. Ltd
2 VAT Invoice between Get Job Done Co.Ltd and KOKUYO
Vietnam Trading Co. Ltd
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