Doraemon 2112 Shop (since 2017) is an online shop selling Doraemon’s related products. 4-years journey of contributing, the shop is well-known in Vietnam Doraemon’s fans community. Beside Instagram, TikTok, YouTube, and an official website, the shop aim to choose Facebook as the main social network channel to deliver product information and interact with customers then direct customers to Shopee – a big electronic commercial platform in Vietnam - to purchase products. This project focus on the shop’s Facebook performance to increase number of potential customers can reach product information and then, increase revenue. Data collect from 2108 to 2020 showed that the shop revenue is increasing but low rate. Detail focus on Facebook analysis result from November, 2020 to February, 2121 the shop had low number of post reach, low number of new like page and low number of people see, like, share the post in spite of the shop’s Fanpage has more than 27,000 follows. Several meetings, qualitative and quantitative researches was conducted; theories, papers applied and data supported to find out that the Facebook contents are lacking of content marketing strategy (main cause) lead to the contents created are low attractive to potential customers (main problem), result is low number of leads from Facebook (main symptom). Two alternative solutions are suggested that (1) create long-term content marketing strategy and (2) create short-term content marketing strategy. Due to Covid pandemic fluctuated situation, it is better to design short-term strategy for the second half year 2021 with benefits: adapt quickly and survive in pandemic situation; improve current situation quickly by solving the root cause; and have time preparation for create long-term content marketing strategy. Moreover, social distancing is an opportunity for online business, catch up trend on time can help the shop’s content reach to more potential customers. A detailed 6-months action plan is made with most of actions will be taken in begin of June, 2021. Then, the shop will follow strategy created to get KPI and achieve goal. Moreover, some actions preparation for building long-term content marketing strategy also provided in this action plan.
University of Economics Ho Chi Minh City; ISB (International School of Business)