THUONG MAI UNIVERSITY

Faculty of E-commerce and E-marketing

PROJECT REPORT
Subject: Online Community Management
Topic: Learning about an online educational community
Group 3
Class ID: 24101PCOM0717E
Instructor: Le Viet Hung

Hanoi - 2023

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 TABLE OF CONTENTS

I. Analysis “Tự học ielts 8.0” community ..............................................................3

1. Introduce ...........................................................................................................3
2. Purpose .............................................................................................................3
3. Characteristics ..................................................................................................3
4. Advantages and disadvantages .........................................................................5
5. Learning experience .........................................................................................6
II. Planning to create own community- Learning Ielts community ......................8
1. Build community online ...................................................................................8
1.1 Mission and purpose...................................................................................8
1.2 Finding target audience online ...................................................................8
1.3 Way to build ...............................................................................................9
1.4 Group’s members and roles .....................................................................10
2. Growing ..........................................................................................................11
2.1 Welcoming new members ...........................................................................11
2.1.1 Rolling out the virtual welcome mat .......................................................11
2.1.2 Guiding new users through landing pages ..............................................16
2.1.3 Offering incentives to newcomers ..........................................................16
2.2 Encouraging community interaction and involvement ...............................19
2.2.1 Creating an upbeat environment .............................................................19
2.2.2 Interacting with members through the social networks ..........................20
2.3 Listening ...................................................................................................21

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 I. Analysis “Tự học ielts 8.0” community

1. Introduce
Tự học ielts 8.0 is a free learning community on Facebook built with the purpose of
helping and sharing with you tips, techniques, and daily lessons related to IELTS. The
group was founded on August 14, 2020.
The Group always welcomes contributions and shares from teachers as well as sharing
difficulties in studying IELTS with you. In order to create a healthy learning
environment, inappropriate posts and comments will be deleted and the FB account may
be locked indefinitely.
2. Purpose
Create a professional community, share knowledge, create an environment to exchange,
learn and develop with members who are passionate about studying and taking the IELTS
test in particular, and the English learning community in general.
In addition, the community also promotes a number of IELTS teaching centers for
everyone to refer to.
3. Characteristics
 Content:
- Post documents: Group members often post documents related to studying Ielts,
such as vocabulary by topic, questions commonly used in the Ielts speaking test,
commonly used idioms…

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- Review exam question: Articles about exam questions from each exam board and
sharing experiences when taking the exam.

- Member questions: People who have questions about how to study for exams, how
to achieve the desired score or want to find an effective place to study.

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 Interact:
- With nearly 550,000 members, this site has quite a high number of interactions,
especially young people and the people who love and want to learn about IELTS.

- Members often share some good vocabulary, some questions and some tips for
people who want to learn English. These people can comment on documents or
contribute what they know. In addition to this, they also form groups to discuss
learning.
4. Advantages and disadvantages

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There are some advantages of “Tự học IELTS 8.0” community. Here are some of
them:
- Accessible learning: “Tự học IELTS 8.0” community provides access to a
variety of resources and study materials. Learners can access these resources
anytime, anywhere, providing a flexible learning experience.
- Collaborative learning: This online community provides opportunities for
learners to collaborate with classmates from different backgrounds and
locations. This promotes diversity of thought and encourages the exchange of
ideas and knowledge.
- Continuous Learning: Online communities enable continuous learning because
learners can engage in educational content outside of traditional class hours.
They can review material, participate in discussions, and continue their learning
journey at their own pace.
There are some disadvantages of “Tự học IELTS 8.0” community. Here are some of
them:
- Lack of face-to-face interaction: Online communities lack the face-to-face
interaction that traditional classrooms provide. This can hinder the development
of social skills and personal connections in this group.
- Motivation and Discipline: “Tự học IELTS 8.0” Group requires self-control and
discipline because learners are often responsible for managing their time and
maintaining motivation to complete tasks.
- Limited Personalized Attention: In this Group, each learner may receive limited
personalized attention from the instructor or advisor, which may affect the
quality of feedback and support.
In general, although “Tự học IELTS 8.0” groups bring many benefits such as
accessibility and collaboration, they also have limitations in terms of personal
interaction and practice experience.
5. Learning experience

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The effectiveness of an online learning experience depends on the topic, the learner’s
interests, and the level of support provided in the community. Participating in “Tự học
IELTS 8.0” group can bring many positive experiences to learners. For group
members, there will be positive and sometimes negative experiences.
- Share knowledge and experience: In the group you can meet and interact with
people who have the same goal of learning IELTS. You can share knowledge,
experience and study materials, helps each other improve your skills and get
higher scores.
- Analysis and evaluation: IELTS self-study groups often have activities such as
evaluating articles, listening and giving feedback to each other. Thanks to that,
you can receive constructive feedback and suggestions for improvement from
other members, helping you improve your creativity and language analysis
skills.
- Answer questions: During the learning process, you may encounter many
questions or difficulties. In a group, you can ask and receive help from others,
thereby improving your understanding and solving difficulties quickly.
- Focus on your goals: Joining “Tự học IELTS 8.0” helps you focus on your
goals. You will feel encouraged and motivated to continue learning and working
to improve your skills.
- Positive learning environment: “Tự học IELTS 8.0” creates a positive, dynamic
and friendly environment. You can meet new friends, find encouragement and
share your successes during your studies. Besides, because too many sources
make us feel confused and discouraged, choosing the source is extremely
important.

In short, joining “Tự học IELTS 8.0” brings many benefits to learners, helping you
improve your IELTS skills and create a positive learning environment.

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 II. Planning to create own community- Learning Ielts community
1. Build community online
1.1 Mission and purpose
 Mission Statement for a Community Learning IELTS:

"Our mission is to empower individuals within our community to achieve their IELTS
goals by providing a supportive and inclusive learning environment."

 Purpose for a Community Learning IELTS:

"Our purpose is to create a vibrant and accessible learning community centered around
IELTS preparation. We strive to:

- Foster a Supportive Network: We seek to build a close-knit community where

members can connect, share experiences, offer mutual support, and collaborate on
their IELTS journey. Our aim is to provide a safe and encouraging space for
learning.
- Promote Inclusivity: We believe that learning should be accessible to all. We are
dedicated to accommodating diverse learning needs, backgrounds, and abilities,
ensuring that everyone can benefit from our community's resources.
- Encourage Lifelong Learning: Beyond IELTS success, we aim to instill a passion
for continuous learning and self-improvement in our community members,
enabling them to thrive in an ever-evolving global landscape."
1.2 Finding target audience online

Finding target audience online

- Capture common information: Before being approved, any member needs to fill
out a form. This helps the administrator to understand the basic information of
community members such as gender, age, region, etc.We need to submit some
details to become a member. While higher regulation may prevent some potential

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 members from joining, the benefit is that your members feel more secure and
confident.

- Recruiting members: We identify potential bloggers, influencers, and KOL and PR

opportunities to target to help encourage these conversations. We might follow
and interact with these potential influencers such as Khanh Vy, Khiem Slay, Bino
on social media platforms, who are youtubers, content creaters on social
networking platforms with strong language abilities, and individuals that motivate
today's youth not just to study for the ielts and learn English but also about life.
Comment on their posts, share their content, and participate in discussions. Reach
out to them through direct messages or email to introduce your community and
explain the benefits of collaboration.

- Visiting other online communities: We will spend time observing and listening
some communities like Tự Học Ielts, Prep for Ielts... Pay attention to the
discussions, questions, and challenges that members are posting. Take note of the
common themes and topics. After establishing a presence and rapport within these
communities, we can tactfully promote our own community. Share information
about our community and how it can provide additional support and resources for
IELTS learners.
- Promoting without spamming: Use discount codes for active team members.
Allow members to be active in other communities without posting links in chats.
Build a relationship of trust in the community before making an offer. Send
newsletters to members or customers they've chosen to receive that have an active
Instagram, Facebook or TikTok following, so viewers won't be obsessed with ads.
1.3 Way to build
- First of all, the members of the group all share their own interests and opinions
about Ielts. The group was established based on the desire to create a space to
share experiences and not just to study for the ielts and learn English but also

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 about life. Desire to have cohesion, create a community of attachment and
development.
- Groups are created on the social networking site Facebook due to some reasons:
+ Large User Base: Facebook has a massive user base in Vietnam, making it easier
to reach a wide audience interested in learning IELTS. This can help attract a
diverse range of members with different perspectives and experiences, enriching
the community.
+ Accessibility: Most people are familiar with Facebook, and it's accessible on
various devices, making it convenient for members to engage with the community
regardless of their location or device preference.
+ Moderation Tools: Facebook provides tools for community administrators to
moderate content and manage members. This can help maintain a positive and
focused learning environment.
+ Community Building Features: Facebook offers features like event creation,
polls, and announcements, which can be used to organize study sessions, gather
feedback, and share important updates.
- The first thing when creating a group is to create new interactions from familiar
people of the group's founding members, familiar people in life, who may often be
interested in the needs of learning English, especially Ielts. They can support the
group by interacting with posts and sharing content within the group. This initial
audience helps establish your team's credibility, build your reputation, and
instantly spread the word about your business.
- A great way to build community organically is to use hashtags in posts. Hashtags
are a great way to show content to new active people. If the content is engaging
and engaging, people searching on the hashtags on the post may be inspired to
follow and know more.
- Regularly active and posting articles for better community interaction.

1.4 Group’s members and roles

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 - Community Manager:
+ Oversees the overall functioning of the community.
+ Develops and implements community guidelines and policies.
+ Moderates discussions and enforces rules.
+ Fosters a positive and inclusive atmosphere
- Content Creators:
+ Develops and shares educational content related to IELTS, including articles,
videos, and study materials.
+ Keeps the community updated with the latest test information and strategies.
+ Encourages discussions and answers questions related to IELTS.
- Moderators:
+ Monitors community activities and enforces rules.
+ Helps resolve conflicts and disputes among members.
+ Assists in organizing events, webinars, or study groups.
- Event Planners:
+ Organizes IELTS-related events, such as webinars, mock exams, or workshops.
+ Coordinates with tutors, study group leaders, and content creators for event
execution.

- Group always allow members to share stories and experiences: This can be a great way
to grow our network by helping members connect with like-minded people.
2. Growing
2.1 Welcoming new members
2.1.1 Rolling out the virtual welcome mat
 Notice new members:
- When a new member joins our community, we greet her and encourage her to visit
our Welcome folder. We'll send them a "Welcome New Member" message and
help new members get to know each other better.

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- Also direct them to the comment policies and other guidelines and make them
aware of our contact details. We will make them understand that we will always
answer if she has any questions… And the group's rules will always be pinned at
the top of the group's homepage.

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- If the type of information is not related to the topic of discussion, do not hijack the
conversation thread. Instead, we make it private via direct message or e-mail.
 Make sure that all brand information is up to date:
- Regularly review the about page, the page that provides information about the
brand and contact details such as phone number, email, etc. Update information
daily to make sure that nothing is the old and wrong time.
- Every day our administrators will post articles compiled and written by the group's
admin or approve articles that team members contribute.
- We will have posts to update information and share with group members:

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  Offer a place for new members to check-in.

Our community is based on the Facebook platform so welcome areas and receive
welcome messages from community managers. New members' requests to join the group
will be approved and accepted by our admin. They will then receive a congratulatory
letter and officially become a member of the group.
 Keep a calendar open.

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Create a calendar of events that are about to happen in the next month, post the calendar
in a certain location on the community site so that everyone can see and prepare for what
is to come in the next month community.

2.1.2 Guiding new users through landing pages

In the course posts in our community, we will have members try courses to have the
clearest view. So when the members of the community want to ask for information about
that courses, we will have the most useful information for them so that they can make a
decision whether they want to go experience or not.
2.1.3 Offering incentives to newcomers
 To generate kind of brand loyalty, we're a good idea to offer incentives:
- Free Trial or Sample Lesson:

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Offer newcomers a free trial session or access to a sample IELTS lesson. This allows
them to experience the quality of your content and teaching style before committing.

- Discounted Membership Fees:

Provide a special discounted rate for new members during their initial months of
membership. This can be an attractive incentive for budget-conscious individuals.

- Access to Exclusive Resources:

Grant newcomers access to exclusive study materials, practice tests, or resources that are
not available to non-members. Highlight the value they'll receive by joining your group.

- Personalized Study Plans:

Offer personalized study plans or assessments to help newcomers identify their strengths
and weaknesses in IELTS preparation. This shows that you're invested in their success.

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 Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Week 1 Test- Vocabulary Listening Reading Writing Review Rest

review - flashcard - Podcasts -News -blogs vocabulary
-YouTube -Books - daily
video -Comic routine

Week 2 Speaking Listening Review Writing- Vocabulary Watch Rest

-pronounce - Podcasts reading any topic - flashcard film
-YouTube
video

Week 3 Gramma Speaking Reading Test - Listening Writing- Rest

-tense -pronounce review - Podcasts any topic
-structure -shadowing - Listen to
music

Week 4 Speaking Vocabulary Listening Reading Writing- Review Rest

-short - flashcard - Podcasts - article any topic reading
video - - watch
shadowing video

When people ask for more information about the courses, the administrator members will
advise and give them more discount codes when they attend to the course. The discount
code will carry the name of the community and special characters.

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Publication of various incentives in the community, aimed at motivating new members to
contribute actively.
Offers active membership badges to people who have been in the community for a long
time and new members make more active contributions than usual.
 Offering incentives to bring a friend:
- Offer course discount codes when member refer more friends.
- Create incentive programs when attending with two or more people.
- Other gifts like t-shirts and badges if a certain number of people are invited to join
the community.

2.2 Encouraging community interaction and involvement

2.2.1 Creating an upbeat environment

 Posting polls:
- Polls are an effortless and fast way for our audience to participate so social media
polls can be a significant component within the approach.
- Keep polls interesting and relevant whether it's about the brand and services or a
hot trending topic.
- We will create posting polls about learning English vocabulary and grammar so
that group members can interact and learn new knowledge through just a simple
posting poll. Example:

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  Holding contests: Open weekly contests to help members of your community stay
entertained and alert, such as a speech contest on a hot topic in English, or singing
and storytelling contests in English. .. ensure the reward is attractive enough and
announce congratulations to the winner. Holding a contest is one of the easiest
ways to get more exposure for your community and attract new customers.

2.2.2 Interacting with members through the social networks

 Engaging others online:

- Don't be aggressive: No one likes pushy people so team members always stay
positive, learn, and get along with everyone else in the community. Create an
environment for people to comfortably share difficulties and problems when
learning English.
- Ask questions: Members' questions are not necessarily about learning English.
Core members of the community still regularly answer personal questions about
favorite topics about life, books, or English movies,...
- Retweet: Encourage and allow each member to share information relevant to
community content to diversify, and create newness and excitement about the
content to attract more members to participate. In addition, members who have

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 good articles and contribute a lot to the group will regularly mention and reshare
their articles to increase interaction.
- Remember the little details: Find out more information about each community
member like their birthday. Note members' names and congratulate them on front
page posts (labeled with @) to boost each member's morale.
 Use word-of-mouth marketing to generate sales
Each member actively introduces the community verbally, such as the benefits the
community can bring, the transparency of the community, the richness of resources, and
the effective learning methods that everyone can use unknown...
2.3 Listening
 Listen to your community
+ Observation: Members talk to each other on our forum or community page or on
other social networks. For example, in a forum comment, a member might
mention how nice it would be to have a Like button so he could show his
agreement to other comments or links. Soon, other members will add their
thoughts on the Like button in the same discussion thread.
+ Listen: Pay attention to what people are saying. How many members are saying
the same thing? Members will not come to the community for every concern or
request, but they can share ideas with each other. Pay attention to what they are
saying and take notes. When we know we're doing something well, we will think
about how to do it better. When you hear less than excellent reviews, think about
how we can make things right.
+ Check out the stats: Statistics and analytics can seem like a bunch of numbers,
but they're also a valuable glimpse into community habits. These website stats or
analytics help to find out where new members are coming from, who is linking to
the community and why and how long people stick around.
 Find out what others are saying outside of your community

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 + Set up Google Alerts: If someone is mentioning or searching community
information, will receive an email alert from Google that includes a link where
mentions and comments can be read, if needed.
+ Google Blog Search: A blog search engine, Google Blog Search allows for
keyword searches that can help determine who is blogging about the community.
 Get feedback
+ A plan is available: Learning Ielts has a plan to receive feedback from customers
and members. This plan discusses appropriate responses and identifies which
departments should respond to different types of feedback.
+ Not all responses require immediate action: Sometimes a member or customer
says they don't like a particular aspect of the community, or he wants to
compliment about something we did well. This type of feedback is not something
that requires immediate action, but needs to thank the person and let them know
that we will share and respond to our team.
+ Do good research: Make sure the community has all the facts. If the response
involves criticizing a person or situation in the community or a technical bug, ask
for links or screenshots showing specific examples.
+ Respond professionally, not personally: Feedback is not personal. We will be
pleasant, polite, and don't forget to say thank you.
+ Prompt response: Respond quickly to all queries, complaints, concerns and
comments, even if some require answers does not yet have. Thank the member
who cared enough to leave feedback and let them know that we are doing
whatever it takes to look into the issue. If the response doesn't require a response,
we simply say "Thank you very much for taking the time to comment."

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 MEMBERS
NO. Name Student ID Task Point Note

1 Nguyễn Thị Hiền 21K610068 Check content+2.1

2 Nguyễn Việt Hoàng 20K610088 2.3

3 Trần Thị Linh Hương 20K610102 Slide

4 Nguyễn Quang Huy 21K610092 Presentation

5 Trần Thị Thanh Huyền 21K610097 1.1+1.2

6 Vũ Hải Khánh Huyền 20K610111 2.2

7 Nguyễn Tùng Lâm 21K610107 Presentation

(Leader)

8 Nguyễn Thuý Lan 20K610119 1+2+3 (part I)

9 Trần Mỹ Lệ 21K610110 4+5 (part I)

10 Nguyễn Thị Kiều Linh 21K610111 1.3+1.4

-- The end --

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