Digital Marketing
Cornell Blockchain
Description
Social Media Marketing Lead: Cornell Blockchain Conference 2023
Cornell Blockchain Conference is an annual tech conference connecting blockchain industry leaders with academics and students, organized by Cornell Blockchain in New York City. This year’s theme was “Building Resilience: The Realities of Blockchain Regulation, ZK, DeFi and Institutional Adoption” and welcomed over 700 attendees and 60 expert speakers.
Key Responsibilities
In my role as Social Media Lead, I was in charge of planning, writing and posting marketing content for Cornell Blockchain’s social channels: Twitter, LinkedIn and Instagram, specifically:
- Creating daily marketing posts (speaker introductions, branding posts, promotional posts…) and stories/polls interacting with community
- Auction of 2 Cornell Blockchain NFTs, raising $1200 for blockchain education
- Utilize Twitter ads to increase ticket sales
- Host giveaways and Twitter Spaces in collaboration with CollegeDAO and WhaleCoinTalks
Impact Generated
As a result of this, we were able to sell out 650+ tickets before the conference began (double the attendees the previous year).
From a tight marketing budget of $500 (of which was split between Twitter & EventBrite Ads), we generated $30,XXX in revenue.
Our social media channels saw rocketing follower growth over the campaign:
- Twitter: 100% growth (1.5k to 3k)
- Instagram: 82% growth (230 to 420)
- LinkedIn: 44% growth (800 to 1.15k)
Our Marketing & Communications team also secured features from NASDAQ, CoinDesk, Decrypt Media, Blockchain.com Podcast, CryptoNews and Cornell Chronicles. Notably, Cornell Blockchain was given the opportunity to ring the NASDAQ Closing Bell on April 10, 2023 and share our vision for a blockchain-enabled future.
Organization
Cornell Blockchain, Cornell University
Project Duration
3 months
Feb to May 2023
Location
Ithaca, New York
New York City
Publishing & Writing
VinMagazine
Description
Editor In Chief – Từ Điển 202X
Từ Điển 202X (translated: 202X dictionary) is a 350-page book that synthesizes and explains in simple, youthful terms the key technologies, inventions and cultural phenomena of our times. The idea came to me as I noticed GenZ was growing up in an era explosive with new technologies, yet everyone seemed to be trapped inside their own little hobby bubble. Buzzwords like “blockchain” “renewable energy” and “hustle culture” scattered our newsfeed, but knowledge and understanding gets lost in a sea of information.
It is my belief that the future will be interdisciplinary, as wicked problems like climate change or data privacy will require the collaboration of multiple fields to solve. Most of all, I believed that knowledge should be democratic and accessible to all, not just confined to the discussion circles of experts. In an attempt to explain important technologies in an engaging way to GenZ audiences and provide them with a big picture overview of our times, Từ Điển 202X was born.
Key Responsibilities
As Chief Editor of the project, I was in charge of crafting the overarching theme for the book, scouting for writers and providing feedback to polish articles, as well as coordinating with publishers to bring the book to life, specifically:
- Brainstorm overarching theme for book
- Lead a team of 40+ writers to craft, edit and fact check 40 articles on Science & Technology, Business, Health, Art & History, Media & Culture
- Pitch to publishers and secure publishing contract of 2000 print copies
- Coordinate with other stakeholders like VinUniversity, media partners, advisors, and VinMag departments like HR, External Relations and Marketing
Impact Generated
As a result of our marketing efforts and community building for Từ Điển 202X, we secured 600 preorders of the book months before we were officially signed with a publisher and the book was even printed.
Từ Điển 202X was published in November 2022 by AlphaBooks. 2000 copies of the book are in circulation in major bookstores around Vietnam. 100 NFTs of Từ Điển 202X are minted on Ethereum, making it Vietnam’s first ever NFT book. The NFTs are available for purchase on OpenSea.
The book was featured on the National Assembly of Vietnam television station and carried by like Vietnam.net, NhanDan, Tram Doc, Saigon Giai Phong and more.
Organization
VinMagazine
Project Duration
11 months
Dec 2021 to Nov 2022
Location
Hanoi, Vietnam
Content Creation
Short Form Videos (TikTok, Reels)
Description
Content Creator @VickyGiap on TikTok and Instagram
Description
I started creating TikTok videos for fun during the COVID-19 lockdown about funny, relatable situations. As I entered VinUniversity and started covering aspects of student life like our hackathon that my channel amassed hundreds and thousands of views overnight.
Shortly after, I transitioned from creating humorous content to educational content and focused on college life, language learning, and productivity tips. As of June 2023, my TikTok channel has around 57,300 followers with several videos reaching over 1 million views. My Instagram has around 7800 followers.
I am a versatile creator and can create videos in various styles: Humorous/Trending, Educational/Instructional, Vlog, Interview…
Key Responsibilities
- Come up with content ideas and create script based on platform trends or relatable personal experiences
- Film, edit and post videos on different channels, utilizing trending hashtags to increase engagement
- Maintain communication with followers through replying to comments, DMs, Q&As and polls
- Work with brands with aligned values to create sponsored videos highlighting products that would be beneficial to my target audience
Organization
Independent
Project Duration
Since 2021
Location
Hanoi, Vietnam
TV Production (VTV Digital)
Description
MC at Vietnam Television – Zlife
I applied to Vietnam Television (VTV) as an MC candidate after seeing a casting post on Facebook, and was one of the 10 candidates accepted from hundreds of applicants to host VTV’s new program, Zlife (broadcast on VTV1, VTVGo, Youtube channels).
About Zlife
After the national broadcasting station noticed the trend of young people watching more TikTok entertainment and less news, VTV wanted to create a show that could bring news to more GenZ viewers. Thus, Zlife was created by VTV24 (VTV Digital) to cover trending news and relatable issues in a humorous, light-hearted yet meaningful way in order to bridge the generation gap. Different from all other news programs, Zlife would be hosted by GenZ for GenZ and trained by award-winning editor Tran Viet Hoang.
Organization
Vietnam Television
Project Duration
9 months
Mar to Nov 2022
Location
Hanoi, Vietnam
My role and reflections
Upon admittance, I was trained on how to curate news, select trustworthy sources and frame news stories in a way that was relatable and intriguing to the public. Soon after, I was coached on MC-ing, script writing and content formulation to create the first episodes of our show Zlife. Aside from hosting several episodes of Zlife, I worked on more episodes on tasks like editing scripts, fact-checking, curating interview questions for guests, and video editing using Adobe Premiere Pro.
Working at VTV helped me understand the colossal team effort required to produce the news broadcasts we see daily. Studying under award-winning editors like Tran Viet Hoang, MC Tran Ngoc and MC Duong Son Lam honed my skills in interviewing guests, on-stage charisma and seeing hidden gems in mundane everyday stories.
Long Form Videos (YouTube)
I also run a YouTube channel where I make videos about student life, soft skills and productivity. After being trained in script-writing and production at Vietnam Television, the content and editing quality of my videos improved drastically.
In the future, I hope to consistently produce higher quality content, but for now I will prioirtize short-form videos and writing. My videos are filmed using iPhone 12 and edited using Adobe Premier Pro. Currently, the YouTube channel has around 1,800 subscribers.
Software Fluency
Design software: Canva (Fluent), Photoshop CS6 (Novice), Figma (Novice)
Video editing software: Adobe Premiere Pro (Intermediate), Inshot (Fluent)
Vicky Giap 