What is media?

- Media is mass communication. Outlets or tools used to store and deliver information
or data
+ Digital media is any form of media that uses electronic devices for distribution
+ This form of media can be created, viewed, modified, and distributed via electronic
devices
+ Digital media developed following the rise of the internet It is still rapidly evolving
now in the digital age with technological innovation
+ Today- digital media is NOT the end!
- Four types of media:
+ Print media
+ Broadcast media
+ Outdoor media
+ Digital media
- Types of Digital Media:
+ Audio: Radio station, broadcast, audiobooks.
+ Digital audio services: Apple Music, Spotify, Tidal, Sirius, etc.
+ Video: Streaming, movies, television services, virtual reality surgical simulators, etc.
+ Advertising: Digital Marketing
+ News, literature, etc.: Online news, online resources, e-reading
+ Social media: The biggest part of digital media, is the variety of platforms where
people interact with each other. The concept of social media is now extended to have
multiple functions in the digital age.
- Objective: The primary role of media in delivering the news to the public is to gather
and report news that is true, fair, honest, accurate, non-biased, and non-critical. The
news keeps us informed about what is going on in and around the world,
investigating stories and delivering information to a large and diverse audience.

Social media

Social media can be seen as part of the Internet evolution

- Internet the 1990s: Simply look for information
- Internet the 2020s:
+ Share information, and opinions, collaborate, and participate in online content
+ Impacts both online and offline relationships
+ Various social media tools: Twitter, Facebook, YouTube, Google+, etc.
+ Online and offline lives are mixed up
+ Private information access rights?
+ “Word of mouth” is changing to “World of mouth”

- Advantages of Social Media

+ Speed: Social media can be used to react to or share content faster than
traditional media (e.g., television, radio, postal letters). They are also less limited
by geographical distances.
+ Scalability: Organizations can potentially reach out to more people with a lower
budget
+ Less expensive: analyzing and monitoring social media users is less expensive than
collecting customer data in face-to-face interviews at a railway station or at a
supermarket. The big data that are sent and shared by social media tools can also
be (quantitatively) analyzed by means of business intelligence and IT support tools
+ Interactivity: interactivity between multiple parties instead of two-way
communication

- Disadvantages of Social Media

+ Relatively new: Many organizations are still learning how to properly take
advantage of social media and create business value
+ Transparency: social media are traceable
+ Undeletable contents: Possibility to take electronic backups
+ Privacy: This topic deals with ethical and legal issues

Digital Media Management:

- Making full use of websites and platforms;
- Creating and curating shareable content;
- Determining which platform is best suited for each piece of content;
+ Email
+ Social network
+ Website
+ In Game
+ Search engine
- Building and managing social media profiles and presence;
- Directing paid search and social campaigns and analyzing the performance of those
campaigns;
- Maintaining brand consistency across platforms;
- Assessing SEO configurations;
+ Search engines see you
+ Write good content and write often
+ Optimize your site for speed
+ Optimize your images
+ Set your categories and tags correctly
- Monitoring analytics;
- Managing the digital budget;
- Fostering vendor relationships
-
The concept of Web 2.0
- Web 2.0 refers to the use of the Internet (or the World Wide Web) in order to
create content, share, and collaborate among Internet users.
- Web 2.0 is the technical platform for the evolution of social media, as it
allows online content and applications to be modified by all users in a rather
the participatory and collaborative way
- Web 2.0 is the upgrade version of Web 1.0
+ Web 1.0 started in the early 1990s and begins the information age
+ Web 1.0 allows online content and applications (e.g., a personal web page, an
online encyclopedia, or newspaper) are created and published by individuals in a
unidirectional way
+ Web 1.0 was initially limited to providing information as one-way communication
+ Web 2.0 can be seen as the second generation of the Internet with multi-way
communication in the 2000s

Web 3.0
- Web 3.0 is called the semantic web (also smart or intelligent web) because it
allows contextual, personalized searches by giving meaning to words in
response to the typical information overload in search engines
- Web 3.0 applications are able to provide context to data in order to
understand what is relevant to a certain user and what is not
- Data integration
Web 4.0
- Proactively recommending new types of books on a library website
- Introduce you to other users with a similar profile and thus have similar
interests
- Give you news about your favorite topics
- Linked web will communicate with people

User-generated content
- Web 2.0 allows users to create and share content or to “generate” content
- User-generated content (UGC) can be seen as the sum of all ways in which
people make use of social media
- The content satisfies two assumptions:
(1) being publicly available, and
(2) created by end users
- Three requirements:
UGC must be published
UGC must be the result of a creative effort
UGC must be created outside the professional routines and practices
Social Media now is used for business purpose:
- Clicking on an online advertisement to reach the company website (brand
awareness)
- Re-visiting the company website
- Subscribing to a newsletter
- Joining a corporate community
- Registering for an account on the company web shop
- Taking a survey
- Being an influencer who creates leads with product information
- Purchasing a product or a service online

Social media purposes

- Although the previous section showed many different social media types and
tools, organizations should not necessarily use all of them.
- Social media types and tools should be chosen according to the social media
strategy that needs to be realized.
+ if the target group of an organization is not active on Twitter™, then the
organization should not use Twitter™
- Homepage of an organization has multiple social media initiatives that can be
classified in one or another social media type and tool.

Social media can be used for four general reasons:

- For communicating
+ To convince and sell
- For collaborating
+ To convince and sell
- Focus on sharing experiences between customers and prospects while using a
product for educating
+ To learn about an organization’s products, brand, suppliers, etc.
- For Entertaining
+ Trying to be funny
+ Organizations can use social media in order to be interesting and compelling
7 functionalities of social media:
- Presence
- Relationships
- Identity
- Sharing
- Reputation
- Conversations
- Groups

Social media types:

(1) a search social media type and
(2) an interpersonal social media type.
Digital CRM:
Goals of traditional CRM:
- Finding and acquiring new customers
- Retaining existing customers
- Turning customers into loyal

Types of digital CRM

- Digital marketing CRM if the Marketing Communication is primarily involved
- Digital sales CRM if the sales department is primarily involved
- Digital service CRM if the department for customer service and support is
primarily involved
- Digital innovation CRM if the R&D department is primarily involved
- Digital collaboration CRM which may also involve other departments

Tips and tricks

- Multichanneling: Organizations should offer both offline and online channels
to communicate with the market, so customers and prospects can choose how
they wish to contact an organization (e.g., by phone, postal mail, email,
social media tools, etc.). Clearly mention all contact details, so people know
about the different channels (e.g., phone number, postal address, email
address, link to social media tools, etc.).
- Test: Organizations should test in advance whether the offered online
channels and the social CRM system (e.g., with a helpdesk) actually operate
in a user-friendly way and without (technical) problems
- Monitor: Organizations should monitor web content that is related to the
organization and its industry in general, as well as social media messages. For
instance, an organization can set up alerts to be notified whenever its name
is mentioned online and pay specific attention to review sites
- Listen. Organizations should analyze the monitored web content and social
media messages in an open and emphatic way to truly understand the needs,
problems, or frustrations of Internet users.
- Respond: Based on the monitored content, organizations should respond to
Internet users in a user-friendly, timely, and relevant way. They should also
regularly respond to direct inquiries from customers or prospects, e.g., by
checking emails and social media at least once a day or more regularly.
- Informal and personalized: On social media, organizations can approach
Internet users in a more personalized and informal (although respectful) way
(e.g., on first-name terms and by means of targeting based on their interests,
location, etc.).
- Content: Organizations should encourage online discussions and give solutions
which stay in the mind of customers and prospects, and which let them talk
about the organization and its products and services to others
Digital SEO
Definition
- SEO stands for search engine optimization -- that much has stayed the same.
It refers to techniques that help your website rank higher in search engine
results pages (SERPs). This makes your website more visible to people who
are looking for solutions that your brand, product, or service can provide via
search engines like Google, Yahoo!, and Bing.

mechanism
- To facilitate the natural or organic search process, a search engine will assign
a ranking to web pages by following a specific indexation mechanism
Indexation mechanism differs from search engine to search engine and keeps
updating
- Indexation mechanism is strong motivation in favor of SEO
- A search engine can also “punish” websites that are too optimized in terms of
SEO – (over-optimization penalty)
+ Extensive use of keywords
+ Incoming links of low quality, such as links from gambling or adult-oriented
sites)
How does a search engine typically work?
1. Internet is considered as a (spider) web of links
2. When a link is created, the spider will find it and collect the data (text,
image description, metadata, page titles, URL, number of incoming and
outgoing links)
3. Keywords linked to that page will be indexed and the frequency of words will
be analyzed
4. Web page will be weighed and ranked
5. When a search query is made, the search engine will rely on the identified index to
show relevant organic search results
- More than 200 ranking parameters to determine the rank in organic search
algorithm

Tips and tricks

- Internal (off-page or on-site) improvements can relate to the architecture of
a website, blog, or social media page.
- Internal (on-page) improvements can relate to the online content of a
website, blog, or social media page.
- External (off-site) improvements can relate to the external links to a website,
blog, or social media page.
- Improvements can relate to how Internet users experience a website, blog, or
social media page.
What kind of risks can you think of when it comes to poor management
of media?

- Users may have their business records leaked, confidential information, or other
sensitive information exposed by mistake or purpose. This may include seemingly
innocuous types of posts or tweets that could reveal negotiations or other confidential
information to others.

- Users may submit racist, libelous, offensive content... using social media tools that
violate the law or company policies. For example, even a random search of Twitter
will reveal a very large number of offensive jokes, words, and offensive content that,
if posted by an employee, can make the owner angry. Their business is in serious
trouble.

- Some social media content that constitutes protected business records is following
the company's retention requirements and is required by law, but may not be stored
appropriately.

Describe the reasons why businesses need digital transformation

- Digital transformation helps an organization keep up with emerging customer
demands and therefore survive in the face of the future. It allows companies to
compete better in an economic environment that is constantly changing in response
to technological evolutions. Proper management of the digital turnaround allows
companies to access operational and productive advantages.
- Digital transformation in the industry provides an opportunity to combine practices
and ways of doing that result in new techniques, skills, and sources of income. Here
are some of its key benefits:
1. It reduces costs as a result of time savings in processes.
2. It decentralizes production by facilitating mobility and remote communication.
3. It improves operational efficiency and productivity.
4. It opens the door to new business opportunities and revenue streams, enabling
the creation of new products and services.
5. It increases the speed of response to changes in demand in the market.
6. It generates a competitive advantage for the company by being able to enhance
the quality of the products manufactured.
7. It drives the culture of innovation, preparing the company to anticipate any
disruption.
8. It improves integration and internal collaboration by facilitating communication
between departments.
9. It empowers decision-making by deepening data analysis (Big Data).
10. It attracts new talent, fostering the recognition of systems and awakening the
interest of specialized professionals.

Digital Technology Disadvantages

 - Data Security, Crime and Terrorism, Complexity, Privacy Concerns, Social
Disconnect, Work Overload, Digital Media Manipulation, Job Insecurity, Plagiarism
and Copyright, Anonymity and Fake Personas, Overreliance on Gadgets, Addiction,
Secondhand Living, Organization and Storage, Depersonalized Warfare, Longevity,
Social Alienation

3 biggest media issue

Name all social media tools available at the moment and describe how
businesses can use them in practice

Which social media types would you advise for the following situations
and which ones rather not? Explain why
 1. Product feedback
- Microblogging tools, Text publishing tools, Photo publishing tools, Video
publishing tools
- Because
2. Crisis management
- Social communities because when you can manage the community by
Appoint community manager & evangelist, Identifying the member types,...
It’s proof that you can manage the crisis
3. Exposition of employee talent
- Photo publishing tools, Video publishing tools
- Because
4. Idea generation
- Text publishing tools, Photo publishing tools, Audio publishing tools, Video
publishing tools
- Because
5. Customer service
- Text publishing tools, Microblogging tools, Photo publishing tools, Audio
publishing tools, Video publishing tools
- Because

How would you define the concept of UGC? Please give critical
reflections on the meaning of UGC.
- User-generated content (UGC) can be seen as the sum of all ways in which
people make use of social media
- The content satisfies two assumptions:
(1) being publicly available, and
(2) created by end users
- Three requirements:
+ UGC must be published
+ UGC must be the result of a creative effort
+ UGC must be created outside the professional routines and practices

*) UGC can be beneficial if incorporated into a company's marketing mix:

+ Authenticity. In a competitive online space, brands can benefit from authentic
reviews, sentiments, and attention that their customers generate. UGC can also
boost social media reach and growth, as most buyers are willing to accept
recommendations for products and services if real people make them as opposed to
the brand itself
+ Brand loyalty. UGC cultivates brand loyalty because consumers create content
rather than official representatives of the brand. Companies can gain a high level of
customer faith by putting their audience first and encouraging them to participate in
the brand's image building.
+ Cost-effectiveness. UGC is a cost-effective option for businesses looking to
promote their brands without spending thousands of dollars on promotions and TV
 commercials. Unpaid customers -- who are trying to share their experience with a
product or service, build a connection with like-minded individuals, or are simply
looking to avail some perks – create most UGC content organically.
+ SEO boost. Positive customer reviews and surveys can elevate a brand's search
engine optimization (SEO) Consumers mainly post UGC on blogs with backlinks to
product websites. Analyzing consumers' search keywords and phrases enables
brands to improve their keyword optimization research.

Explain the implication of Web 1.0, Web 2.0, Web 3.0, and Web 4.0,
and give examples of how businesses use them in practice ?
- Web 1.0
+ Web 1.0 started in the early 1990s and begins the information age
+ Web 1.0 allows online content and applications (e.g., a personal web page, an online
encyclopedia, or a newspaper) are created and published by individuals in a
unidirectional way
+ Web 1.0 was initially limited to providing information as one-way communication

+ Example: They contain information that might be useful, but there's no reason for a
visitor to return to the site later. An example might be a personal webpage that gives
information about the site's owner but never changes

- Web 2.0
+ Web 2.0 refers to the use of the Internet (or the World Wide Web) in order to create
content, share, and collaborate among Internet users.
+ Web 2.0 is the technical platform for the evolution of social media, as it allows online
content and applications to be modified by all users in a rather participatory and
collaborative way
+ Web 2.0 is the upgrade version of Web 1.0
+ Web 2.0 can be seen as the second generation of the Internet with multi-way
communication in the 2000s
+ Example: Web 2.0 provides a number of proven methods to promote your product to
a larger audience

- Web 3.0
+ Web 3.0 is called the semantic web (also smart or intelligent web) because it allows
contextual, personalized searches by giving meaning to words in response to the
typical information overload in search engines
+ Web 3.0 applications are able to provide context to data in order to understand what
is relevant to a certain user and what is not
+ Data integration
+ Example: Web 3.0 Gives Control back to the Creators: Instead of having to go
through a third-party service to gain exposure or to sell their content, users will be
 able to sell them directly through peer-to-peer marketing. This is actually one of the
central reasons that NFTs have taken the world by storm.

- Web 4.0
+ Proactively recommending new types of books on a library website Introduce you to
other users with a similar profile and thus have similar interests
+ Give you news about your favorite topics
+ The linked web will communicate with people
+ Example: Web 4.0 allows businesses to seamlessly mix services across multiple
organizations, creating a low-cost marketplace for businesses to forecast new
possibilities and generate reduced services.

How would you describe the advantages and disadvantages of search engines
to a business?

Advantages
Cost
The cost of search engine optimization is low when compared to other marketing
strategies.
Local Customers
Localized traffic is the key to any business. If you want to receive more visitors, then
search engine optimization can help you.
Backlinks
Backlinks are links that point to your site from other sites. They are extremely
important to your search engine optimization (SEO) because the more backlinks you
have, the greater the number of people who will visit your site.
Generate Targeted Traffic to Website
Search engine optimization, or SEO, is a powerful way to drive targeted traffic to your
website. It’s also a proven way to gain more business and attract customers.
The goal of search engine optimization is to make sure that your website appears on
the first page of search results when someone searches for keywords related to your
business.
Mobile Friendly
One of the biggest advantages of search engine optimization is that your website is
fully mobile friendly.
Highest ROI
The biggest advantage of search engine optimization is it’s high return on investment
with even zero cost. It’s an effective way to gain new customers and increase sales
without having to spend money on marketing or advertising

Disadvantages
Search Engines Change Their Algorithms Frequently
The first disadvantage of using SEO is that it can take time to get results from these
changes.
Competitors May Outrank You
The second disadvantage of using SEO is that competitors can outrank you in the
search results if they’re more experienced with the process or they have better
content on their sites than you do.
Time-Consuming
Search engine optimization for a business requires a lot of time and effort, which is
why many businesses choose not to do it at all. If your company doesn’t have
enough time or resources available to devote to SEO, then it might not be worth the
effort.
2. Explain why WikipediaTM is frequently a top search result on SERPs.
So why does Wikipedia dominate Google? For starters, it dominates almost every
keyword on the internet. It is very unlikely that when you search a keyword that a
Wikipedia link will not show above the fold. That is because of the widespread entry
points and varied content that Wikipedia has

It allows Google to see how having content that is searched by many, can be determined
best overall. This can make it incredibly hard for businesses to get their site to the top
solely based on keywords.

Wikipedia Has Excelled In Link Building

When it comes to the content that Wikipedia contains, one of the many reasons that it
does so well is because it has other websites constantly referring traffic back to the
encyclopedia. This tells Google that it has value and leads them to ranking Wikipedia
higher in its SERPs (Search Engine Results Page).

So when someone uses a link from Wikipedia in their own work online and
acknowledges it by including a backlink to click on, viewers are able to navigate
themselves to the source of the information. Wikipedia itself has 1.7 billion of those
external backlinks!

Not only does it dominate in backlinks, Wikipedia also has an impressive internal linking
system. This means that all of the links inside the site create a full navigational menu
that is easy to get around and understand for users. This gives Wikipedia an advantage
against sites that are not easy to navigate and a higher ranking with Google.
As a digital media specialist, explain the driving factors you will consider when
you are asked to choose between SEO and SEA? Please briefly describe the
circumstances for each factor.

When should you do SEO on a website?

There is no “right time” to start SEO on a website, but only the right questions to
ask yourself!

Is your digital strategy sustainable?

If you are considering a long-term strategy, then yes, SEO is right for your
business.

Do you have enough resources to implement an SEO strategy?

Even if it is possible to rank for free on Google, be aware that SEO comes at a
cost. Auditing a website, writing content, buying or creating links... requires
internal (time) and/or external (money) skills.

When do you want to integrate an SEO strategy into your digital strategy?
To be effective, SEO must be thought of right at the beginning of a website’s
development. Thus, it makes it possible to clearly define its tree structure and the
amount and type of contents.

When to start SEA?

SEA is the agile option to achieve short-term results. You start when you want,
and stop when you want. Basically, it’s the budget you have that defines your
actions.

SEA is ideal to:

Make a brand known quickly

Generate targeted traffic to a website
Directly understand the return on investment
Boost seasonal activities
See your ads positioned above organic search results
Apart from MarCom, Sales, and Customer Service and Support, name other
departments that can create value by adopting Digital CRM and explain how their
values are created.

Supply-chain, procurement and partner management teams can manage relationships

better.
They can track meetings with suppliers and partners, record requests made, add
useful notes, schedule follow-ups and stay on top of expected next steps.

Reporting enables businesses to compare the efficiency of suppliers and so

manage their entire supply chain more effectively.

The HR team can use CRM to accelerate the recruitment process and track employee
performance.
CRM can help the HR function by speeding up the onboarding process,
automating the process of managing candidates, analyzing resourcing needs and
identifying skills gaps, and supporting the pursuit of staff retention targets.

Project Department
It allows them to track the details of their project, its improvement, milestones
achieved, their pending works etc. so they can plan their further steps accordingly

IT Department
With CRM, IT teams can create workflows, and knowledge bases, and do usability
analyses about the relationship between employees and the company’s
technological tools.
Do a self-research and explain why and how a business can monitor digital
CRM.

why
CRM is a tool used to streamline workflow, improve sales and boost customer
engagement. You can use CRM to manage your leads, contacts, and customers and
track their interactions with your company. This tool will also help you build your sales
pipeline and organize your team.

CRM software also helps you see what your clients are doing, how your online marketing
is performing, and what competitors are doing to convince clients to opt for their
products.

benefits
Optimize Efforts and Increase Efficiency
Lets You Get to Know Your Target Market in a Deeper and More Meaningful Way
Provide a More Personalized and Enhanced Experience to Customers
Identify Areas that Need Improvement and Gain More Valuable Insights
Automate Repetitive Tasks and Gain More Time to Move Core Responsibilities Forward

how
you can use the following steps to monitor the scale of your success and avoid any
potential pitfalls along the way.
Return to your change management plan
Use your change management plan to crosscheck your CRM implementation
against the following categories:

User training and engagement

Data migration
Testing
Keep track of hidden costs that might impact your implementation budget
Another way to monitor the success or your CRM implementation project is look
at ongoing costs compared to ROI. Often project managers don’t consider the full
extent of implementation costs and their CRM budget only accounts for obvious
expenditures.

Build a CRM dashboard that pulls out the key data

By setting targets that track against key data you can analyze metrics to get an
idea of how successfully your new CRM is performing. It can sometimes be
difficult to attribute broader business metrics to your CRM. But if your sales team
has increased revenue by a significant percentage since implementation it’s
undoubtedly a good sign.
1. Suppose that you are starting up a clothing store in Hanoi, which digital media
platforms are suitable for your store? Describe the objectives of adopting each of
them.
Social media – essential for online fashion business
The fashion business is a field built on the aesthetic concept of all things, but
now it is more dependent on image. Because societies and online growth have
produced a lot of obsession with images and online content. This is one of the
advantages of this business model.

Social networks allow fashion businesses to present their products in an

attractive way through images, short videos or short update lines. These
interactions allow you to identify the customer's information.

Digital marketing
Banners on a website, videos present when watching movies are forms of digital
media. This is the focus of Paid Platform, with the role of increasing brand
awareness to users on the Digital platform.
Popular search engines like Google, .. are platforms for brands to enhance their
presence. Brands need to be able to appear in the search results of customers in
the most reasonable way. Moreover, in the context of competing with other
competitors to appear in front of customers.

2. Suppose that you are starting up a coffee store in Hanoi, which digital media
platforms are suitable for your store? Describe the objectives of adopting each of
them.
3. Suppose that you are recruited as a sales manager of an oversea study
counseling service company, your company recently experiences very poor
performance in sales activity, which digital media marketing approaches can you
think of to boost the sales?
4. Suppose that you are working for an international enterprise in cosmetic
industry and is penetrating Vietnamese market, what digital media management
issues that your company need to consider?