Individual Project -Beverage Industry.

Companies: Pokka, Yeo’s & F&N Seasons (Brewed Tea & Juices)

Platform: Facebook

Hi Guys! Most often we will happened to chance upon a television ad during festive seasons, such as the celebration of Chinese New Year and Christmas period. But, have you wondered if the social media platforms do play a crucial part in creating awareness and influence your purchasing habits when you are looking for a drink?

As the beverage industry have always been one of the most aggressive brands on traditional marketing channels to influence purchasing habits, hence it would be interesting to evaluate how the three soft drinks companies uses the social media platform; Facebook to engage their customers.

Through the Facebook tracking, I managed to find out interesting facts on the effectiveness of the type of posts and how frequent a posts affect the users to react accordingly. Although, we are unable to evaluate directly if the sales do correspond with the social media platforms, it is very interesting where you get to understand how brands try to engage the users and constantly inform, remind and persuade them of the products they offer.

The key takeaway is to adopt the giveaway contest to generate awareness f their products. Secondly, companies should ensure posting regularly 1-2days, by providing timely and interesting content that is relevant to the Singapore context. These three companies had always been a familiar household brand in Singapore and it is definitely interesting to find out how they had used social media platform; Facebook to engage their customers.

I believe that’s the power of social media and how we are often influence by social media on our purchasing habits (such as, checking Facebook for reviews, promotions and giveaways)

Yep, so this will be what i would like to share with you guys 🙂

Tian Xin


Asia Xpedition Awareness

Hi Everyone!

Not sure if you had heard about a recent expedition that is coming up? It is from Asia Xpedition happening on the 15-17 April 2016! I had noticed the event notification popping out of my facebook quite frequently. Hence, i felt that it would be interesting to find out how does an event create buzz and word of mouth online?

Here’s some observation i noticed! Firstly, the post appears quite frequently on my news feed and the reason why it appears on my new feeds was because my friends had like the post/page. As most of my friends enjoys extreme sports. Such as diving, skydiving, trekking & etc. Thus, it manage to use the social media platform to reach out to users like me who is interested in the same interest group. The increase exposure of the event had capture my attention to find out more about the event and eventually, I “like” the page and was amazed that 10 of my friends are going for the event.

At the page, they had vlog competition where users send in their travel video in 30sec and also travel write up to engage the community. I felt that the initiatives was a good strategy to engage their potential customers and also to spread the events through word of mouth.

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Through navigating the page, I had also saw that they are recruiting volunteers! Volunteers can simply get a one year free magazine subscription  and limited edition t shirt. It was really interesting how they uses social media to recruit helpers and the strategy to get people to sign up. Hence, this is a good learning point where we can understand how does an event helps to create hype before the event, aside from products and services 🙂 Screen Shot 2016-03-12 at 4.56.56 PM.png

So yea’ i think this is a good strategy for Asia Xpedition, as Singapore had became an emerging market for adventure sports/extreme sports. Shall check out the news after the event to know how successful the turn up is!

Tian Xin


Find out more:


Offical website:

Group1- Go Pro



Hi Class! For us, we have chosen GoPro. Here’s a background of the company and why we would like to research about it 🙂

Background and Analysis of Organization: GoPro

GoPro is America’s fastest-growing digital imaging company. They develop, manufacture and market high-definition action camcorders specializing in action videography and photography. The company currently offers its HERO line of cameras and accessories that enable consumers to capture content while engaged in activity. Currently GoPro dominates the action camera market, but is seeing burgeoning competition from the likes of Garmin, XiaoMi and smartphones.

Research Question

How can GoPro use social media to diversify its customer-base and grow its brand community?

For GoPro, high-quality user-generated content is the key to their social media success. They offer users the chance to share experiences with the rest of the GoPro community and the world, from their point of view. From January to December 2014, GroPro increased their total monthly output of Instagram content by 71%, indicating the effectiveness of their social media strategy.

However, Nick Woodman, the billionaire founder GoPro Inc., has recently seen earnings plummet by $1.4 billion this year amid a slowing global economy. Compounding its situation is competition from Apple Inc. and other companies.

Hence, we have decided to base our project on how social media strategy can enable GoPro to pull ahead of the competition and recoup its losses. The reason for its failure to meet its bottom-line is attributed to a lack of innovation, poor product cycling, and its dependence on a niche market. We believe social media is a highly effective way to expand its market share, appeal to a wider audience, and build up a strong, loyal brand community that ensures its long term sustainability.

Value of Study:

Objective 1: Increase outreach beyond GoPro’s current customers

Objective 2: Build up a strong brand community of like-minded individuals

Objective 3: Create greater brand visibility of GoPro amongst its competitors



  1. Analysis and Evaluation of Social Media Strategy

Tracking of social media activities against competitors.

  • Analysis of GoPro Instagram, Twitter, and Facebook pages.
  • Analysis of competitors, i.e. the recent advancements in video-shooting capabilities of smartphones.

To evaluate its current social media strategy, we will track GoPro’s social media platforms, and carry out quantitative metric analysis and qualitative analysis. We will infer trends and customer preferences from our data analysis to supplement our recommendations.

2) Analysis based on secondary research.

Additionally, we will carry out secondary research to gain greater awareness on prevailing trends regarding GoPro and related products (i.e. cameras). This allows us to better understand what drives consumer interests, so that we can better tailor our recommendations to maximize impact.


Our final deliverables for GoPro would be a structured social media campaign tailored to each of its specific social media platforms, over a specified timeline. This overall strategy aims to improve GoPro’s appeal to a wider audience, increase brand loyalty of its current customers, and ultimately increase its brand visibility amongst competitors so that GoPro remains the premier choice for camera products.

See you guys on Friday! 🙂

By Kenneth, Ming Fai, Jeremy, De Zhong & Tian Xin