G1 Group 2 How can Times Software Utilise B2B Marking Strategies to Attract New Clients And Promote Brand Awareness?


You can’t buy Time, but now you can!





Competitor Analysis



Target Audience


Facebook: Claim the Page and Carry out Action Plan (Attract, Retain and Engage)

Attract – Giveaway contest with a E-Payroll Tour Video with boosting (1,500 users to like the Page)



Retain – Interesting Content Strategy to be posted minimally weekly (Retain 50% of 1,500 likers over the 6 months)


Engage – Create events and ask questions (Two-way communication)


LinkedIn: Create a company profile and carry out Action Plan

Attract – Use current clientele’s testimonial to raise brand awareness with LinkedIn Paid Targeted Ads


Retain and Engage – Start posts with questions that are relevant to the client’s business environment with links to the company’s website



Instagram: Create an Instagram Business Profile and Carry out Action Plan

Attract – The Big Clients First Post and Promote it


Retain – Catchy Slogan



Engage – Special Occasion Post

Instagram special occasion post.png


Foreseeable Obstacles


Overlapping sales and marketing roles + Customers negative comments may not be handled in time with care





Cost Benefit Analysis



Done by: Dionis Liaw Ying Ling, Ong Xue Ling, Petrina Thia Ai Ling

Anonymity: More Good or Bad?

Hi class, I was very intrigued when Professor shared more about online anonymity and wanted to know more about other’s thoughts on it. However, as there was limited time, I have decided to source for everyone’s opinions through the class blog.

In my opinion, criminals that use it to do harm are not as anonymous as they think, as IP addresses can be traced and most of them are eventually caught. As such, I am of the opinion that it is more good than bad.

Moreover, anonymity is needed to protect the whistleblower’s identity, whose safety can be severely threatened. Many state of things would not be what it is today, if not for anonymity.

However, anonymity brings about a whole new set of challenges for businesses. Unethical competitors are now able to leave negative review/comments. The affected company will then need to spend extra costs and efforts finding out who or whom is the mastermind behind the negative reviews and find ways to expose the truth and remove the unfair review/comments.

Many businesses in today’s world are still not social media savvy enough to handle such crises. As mentioned by Professor Kyu, many Singapore businesses do not believe in using Social Media Engagement. However, what is surprising is that Singapore is the home to one of the most active social media consumers in the world (as shown below). Hence, despite what Singapore business owners might believe in, they are missing out on a great way to leverage their businesses over their competitors.


(Source: http://www.hashmeta.com/social-media-singapore-infographic/)

What are your opinions? Please share them with me in the comments below!







(G1) Group 2 | Times Software


Background of Times Software

Times Software is a privately owned, small and medium sized enterprise (SME), incorporated in 1998. The company specialises in developing products, which assist in HR functions of all types of businesses: Payroll software, E-leave system and many other HR required functions. As such, any form of marketing in which the company adopts is business to business (B2B) centric.

Current Marketing Strategies

The marketing strategies are handled by the Sales and Marketing Director. Occasionally, the Managing Director will provide some recommendations, such as placing advertising poster around the building and paying to advertise in HRM Asia Magazine. The Sales and Marketing Director does not devise and implement any marketing plans as they do not see any value in aggressive marketing, much less social media marketing, as they are a B2B company. The firm predominantly relies on word-of-mouth recommendations by existing clientele in order to acquire more new clients. There is currently an unofficial Facebook page for Times Software, however it has yet to claimed by the company and the line of business is incorrectly listed as Times Software does not provide any form of computer repair services.


Target audience

As Times Software provide human resource software applications, the main target audience is the Human Resource (HR) department, particularly the personnel in the managing and director positions. The software is developed such that it can be easily adopted by any kind of businesses, hence, the firm sells and market to products to all types of industries (ie. education, hotels, construction, food & beverage). Going forward, the firm is looking to expand its clientele base by targeting and retailing to new start-ups.

B2B Research


According to statistical research, Linkedin is the most effective form of B2B marketing, followed by Twitter and Youtube.

Main Project Goal – “The New Era of Times (Software)”


Using research and examples of successful B2B marketing from successful companies, which includes Adobe, Fuji Xerox and Avery Dennison, we hope to devise a social media strategy for Times Software, with the objective of increasing brand awareness and subsequently tap into the niche market of start-ups (younger generation of clientele).

Competitor’s Social Media Usage

Competitor’s analysis is an extremely important aspect in devising a strategy. Most of Times Software’s competitors have a Facebook and LinkedIn page. However, they are plagued by generic content and sporadic updates, and this may lead to lack of engagement with their audiences. Therefore, in order for Times Software to stand out from their competitors, they will need to rely on the current and alternative social media platforms to create new and stimulating content which will pique the target audience’s interest, leading to new clients and eventual sales.

Research Topic

Times Software has little social media presence. Yet, there is an unofficial Facebook page because there are enough people that check in at the office location via Facebook, meaning there are people who wishes to connect with Times Software on Social Platforms. There are approximately 17 likes and 179 visits on the currently unclaimed Facebook page in spit of not having any promotion or marketing activities. Hence, we are able to conclude that there is sufficient interest in the firm that has much social marketing potential for growth. The main methods of contacting Times Software are email and phone calls.

With the influx of new start-ups established in Singapore recently and the country being lauded as an entrepreneur hub for investors recently, there is huge potential for Times Software to tap into this market of new clientele. As start-ups are more technologically savvy, they often have a heavy presence on social media. If Times Software does not incorporate social media marketing, they may lose out on this portion of the market to competitors.

Hence, we put forth the following research topic:

How can Times Software utilise B2B social media marketing to attract new clients, especially start-ups?

Why we selected this Company and Topic


Times Software is family business which was founded by Dionis’ father. We, as a group felt that it would be interesting to develop a strategy which will have a high chance of being implemented by the company, instilling practical value.

Method of research


Through primary data collection, we will analyse how the current customers came to know about Times Software and incorporate this information in our social media strategy. Our research method to gather data is to conduct surveys with the existing clientele who will attend the company’s weekly trainings.


Done by:

Ong Xue Ling, Petrina Thia Ai Ling, Liaw Ying Ling, Dionis

Social Media – The Game Changer

The advent of Social Media has caused tremendous changes in our everyday lives.

In the past few weeks of lessons, we have seen many of the advantages of social media, such as:

  1. Keeping in touch with friends and maintaining relationships
  2. Opportunity for creating communities to share knowledge – putting the power in the consumer’s hands
  3. Start-ups to leverage on social media to generate buzz
  4. Boosting the ego of individuals

And many others…

While we are revelling in the world of social media, one should not forget how social media can actually cause harmful effects. I shall cover some of the more serious ones below:-

Illegal Activities Such As Identity Thefts

I believe many of you have had good looking friends who have their profile pictures inappropriately used for creating accounts on Facebook/Tinder/Twitter. While these fake accounts are easily removed through reporting if the particular individual eventually stumbles onto such a profile, many other fake accounts have yet to be discovered/removed. This can possibly cause many problems. I have attached an article below of some real life examples:



There are other illegal activities such as prostitution, robberies that have been promulgated through the use of Social Media that is hard to detect and rectify as well.



Although one can be addicted to virtually anything, including sleep and one’s bed, however this addiction is far worse. Studies have found social media to be more addictive than even, drugs. People who are addicted to social media often find themselves losing productivity and unable to stay focused at work (regardless whether it is studying or actual professional work).


Slight digression: Although Pokemon Go is not exactly a social media as it does not involve communities whereby people can share their views, it is the new unhealthy addiction. When the game was released, many people started flooding parks and public areas, day and night trying to complete their Pokedex (that logs all the types of Pokemon that a trainer has caught and seen before). Many went without sleep for the first day and others could not sleep because they were too excited over the game. In Singapore alone, there were also incidents of car accidents that happened because of the addiction towards the game, such as the one below:


“False” Sense of Connected-ness


People feel happy that they have many connections on the social media, however how many of them are genuine? Genuine, in the sense that your online “friend” would help you in times of need? People, who only connect to others online and have never met up in physical world, are unlikely to be extremely close no matter how connected they might feel to each other. The experience of having a friend in the real world and online is a world of difference, especially when one needs emotional encouragement and physical closeness is the best way to do so.

Cheating/Non-organic communities


Many companies leverage on social media to build their brand name and brand loyalty. Some do it legitimately, accepting all reviews or comments, whether good or bad. While others might even resort to engaging in deceit by “forcing” their employees to leave good reviews for the company. While many of such underhand methods were discovered or exposed, there are definitely others in which have not been exposed. Consumers are then unfairly led to believe that the product is better than it actually is. What’s worse is that consumers are led into thinking that they have more deciding and information power when the actual content is still controlled through various means.

Most of these have been covered by Professor Shim, so I will not elaborate about the details.

Anonymous Bullying Through Cyber Means

cyber bullying.jpg

Bullying has never been easier. This has been around since the blogging and tagboard days, which started in the early 2000s. Sadly, this has persisted till now in 2016. Examples includes people creating Facebook accounts without their real name in order to leave negative comments on another individual’s Facebook and tagging someone in an unflattering photo, putting them in bad light and dealing them with a blow on their self-esteem. Others include sexual harassment through making lewd comments or sending messages anonymously. As it is unlikely that one gets caught for engaging in the activities above, there has been more bullying than before.

Self Centered-ness/Narcissism/Superficiality

This area has been covered briefly by Professor Shim and hence I will elaborate slightly more to add on to her analysis.


Social Media is all about “Me, me and me”, boosting the ego of individuals when they get “likes”. This eventually becomes their main conduit in establishing relationships with others. Narcissism is bad because one feels like he/she is superior to others and that they are the most important people around. This also creates a false sense of entitlement whereby their issues should always take precedence over others and it affects their existing relationships with others negatively as well, when in the physical world.

Until now, the question still remains: does the pros of social media outweigh the cons? The outcome is still indeterminate at this point of time and the answer lies in the future. In my opinion, everything has their fair share of advantages and disadvantages, just like technology. It all depends on how one uses the tool, while being aware of its pitfalls. That said, the advantages also have to be made known for one to make full use of the tool to one’s advantage, and hopefully, for the greater good of the society.

Additionally, through the creation of this post, I’ve further understood Professor Shim’s point on how creators of content actually really need to put in a lot of effort, whereas they reap nothing much in return. This is a great real life experience in understanding the course content and I highly encourage other classmates to indulge in this experience as well if one has never done so before! Personally, I spent 4 hours writing this article, so make sure you plan enough time for it if you want to write one.

References: http://www.socialmediatoday.com/content/social-media-good-thing-or-bad-thing