Hellooo there! Samantha here, representing Group 7 (Shandy, Jing Yi, Jeslyn & Mary). Here’s a brief recap of our project for those of you who missed it 🙂
I came across omnichannel marketing in a book by Philip Kotler pertaining Marketing 4.0 and I thought it will be interesting to get your views about it. According to Philip Kotler, omnichannel marketing is defined as the practice of integrating multiple channels to create a seamless and consistent customer experience. Examples of it include Tesco’s virtual store of grocery store shelves in subway stations, enabling busy customers to shop online, without visiting the brick-and-mortar store.
The author suggested that omnichannel marketing as one of the ways in which companies can capitalise to increase commitment (i.e. increasing conversion rate of ask to act). However, in my point of view, omnichannel marketing can potentially cannibalise existing retail sales, given that we are channelling our potential customers to online stores. As online shopping is deemed to be more convenient and faster, the same pool of customers may be attracted to resort to online shopping rather than offline shopping.
What are your thoughts on this? Is omnichannel the way to go?
Hi guys! Here’s an update on our project!
The Coastal Settlement
The Coastal Settlement (TCS) is a casual dining, vintage-themed restaurant and bar located along the Coast of Changi. It was established by The Urban Group under the management of The Lifecycle Concepts Group in 2011 (Appendix A). It primarily serves Asian and Western fare and targets young adults, working professionals, and families with young children
Current Social Media Strategies
From our interviews, we found that management of The Coastal Settlement does not believe in social media marketing and prefers to invest in operations instead. They prefer word-of-mouth marketing rather than investing in social media marketing. While we acknowledge that word-of-mouth marketing has certain benefits, we believe that social media marketing has a greater ability to market the brand and raise its sales and footfall.
TCS has a very weak social media presence, especially since it only has a profile on Facebook, while its competitors are active on both Facebook and Instagram.
Content on TCS’s Facebook page are mostly promotional in nature. Much of the pictures posted concern various promotional menu items. Even so, they are extremely infrequent; it only had one post on its Facebook page in the last month. There are also no visible social media strategies in place.
Objectives of Recommended Social Media Strategies
We hope that through our recommendations, The Coastal Settlement can:
- Increase Reach and Engagement on Social Media
- Increase Positive Word-of-Mouth on Social Media
- Increase Footfall to the Restaurant
Short Term Strategies
- Native Advertising: Four-Part Web – Series
As such, we propose to team up with local independent lifestyle food review site called Eatbook to produce a series of videos that centre around a couple falling in love, all within the premises of TCS. While it may seem like a modern-day love story, the videos would subtly emphasize various selling points of the restaurant, such as its vintage-decor and large interior.
Objectives & Rationale
The purpose of the web-series is to increase awareness of the restaurant as well as to support our other short and long-term strategies, which would be further elaborated below. We chose Eatbook because the media company’s target audience (18-35 year olds) are those that TCS hopes to attract. They also have great reach on social media with 90,000 followers on Facebook and specialise in shooting food review videos.
The Four-Part Web Series: A TCS Love Story
As mentioned above, the web series would centre around a couple that meet and fall in love all within the premises of TCS. The four-episode web series would be released on TCS’s Facebook page as well as on Eatbook’s YouTube channel. Each episode would be released a week apart within a month. Upon the release of the final episode, we would execute our short-term strategy titled #OfotoTCS and long-term strategies titled #MonthlyHouseChallenges and #TCSWorkshopWarrior.
- Partnership with Ofo: #OfotoTCS
The strategy is targeted at potential customers spread throughout a 5km radius from the restaurant. The collaboration entails the modification of 100 Ofo bicycles. These bicycles are then stationed at easy-access points. These locations include chalets, hotels, army camps, as well as nearby neighbourhoods.
Similar co-partnerships with other bicycle sharing companies had proven to be effective in increasing brand awareness of both brands. An example, “Hunt the oBike Challenge”, required riders to actively seek out these bicycles. Another example, “Pedal to Palate contest”, required participants to journey at least 10 minutes to qualify for the food promotions.
This strategy would be catered to our primary target audience, the Millennials. This approach is part of the overall strategy to increase footfall to the restaurant. Through our research, we had identified TCS to be along frequented bicycle routes. Hence, we want to encourage more cyclists to visit the restaurant through this strategy. This strategy also shows TCS as a relatively accessible dining option, especially to the active community.
Greater efforts must be done to increase its reach to its target markets, as its regulars’ weekly patronage would not be sufficient and sustainable. Parking the bikes at easy-access-points like chalets and hotels would be ideal to capture new audiences, as it will be positioned as a form of rewarding recreational activity. This showcases how TCS’s social media handles could benefit from the spill over effects of this offline tactical activation as well, as seen from the #OfotoTCS. The promotion will run for two months.
Long – Term Strategies
- Overhaul of Social Media Platform
TCS would need a long-term strategy to sustain its social media presence. We have three main recommendations to build that up:
A. Setting up of an Instagram page,
B. Redesigning its current website, and
C. Creation of new content pillars.
A. Setting Up of Instagram Page
As mentioned above, TCS does not have a presence on Instagram while its competitors: Xiao Ya Tou, d’Good Cafe, and P.S Cafe, have active Instagram profiles. To keep up with the competition and to attract and connect with millennials, there is a need for TCS to do the same. The use of hashtags and geotags enables a substantial gain of followers through heightened awareness. Personalized hashtags like #OfotoTCS and #TCSMilkTah portrays its edgy brand personality, making it more relatable to its target groups.
Constant maintenance of its social media handles is another way to stay competitive and shows sincerity. Regular postings would prompt greater brand recall as they make appearances in consumers’ newsfeeds. Frequent engagements with fans of TCS are encouraged; for example, replying and/or reacting to any comments. This improves the relationship between audiences and TCS as it allows conversations to happen, making the brand more personable.
B. Revamp Website
We have received feedback that the current website is cluttered, has an unintuitive user interface, and is outdated. As such, TCS should reorganise their website.
We propose that the new website has a clean (keeping to the colour palette of brown and white), minimalistic and having a more intuitive user interface. There will be tabs to direct consumers to the respective information they wish to know. A Gif. of TCS’s food offerings will be shown in the middle of the site to entice users, as there is increased exposure to that particular dish, increasing its likelihood of being ordered.
Its website should be updated regularly – including updated food menus, ongoing promotions and contact details. This will increase its perceived trustworthiness.
C. Content Pillars
We have crafted a few content pillars for TCS’s social media platforms so that consumers would be better engaged. These contents have to be maintained and updated consistently.
Consistently maintaining TCS social media platforms with pictures of its interior design and food is paramount. TCS could take on humanising itself as a differentiating factor from its competitors by sharing her own employees’ stories. Using Changi Airport’s #FacesofChangi’s content pillar as an example – touching monthly interviews with its employees are conducted. Likewise, employees of TCS could share their stories (e.g. what drove their passion for food) – this encourages greater engagements especially from its target audience; the Millennials.
User Generated Content (UGCs)
Featured posts are published on well-known sites like Sethlui.com, ladyironchef.com, Singapore Airlines and even on international publications like The Lonely Planet. TCS should capitalise on such postings and do re-postings, to increase its awareness among the target groups. Not only should they feature posts from these publications, they should also re-post similar content posted by its customers. Riding on the trend of ‘Outfit of The Day’ posts (#OOTD), TCS could leverage on its beautiful decor further. Substantial existing posts taken in TCS can be seen from the location tag on Instagram.
Not only is the content free-of-charge, this 2 – pronged approach also fosters better relationships between the content creators and TCS. This acknowledgement allows greater engagements and increment of brand advocacy within this community.
There is another content pillar catered specifically to the implementation of long-term strategies which will be further elaborated later on – #TCSWorkshopWarrior and TCS’s monthly house challenges. There will be at least a quota of two to three posts per strategy set aside during the planning of the overall editorial calendar for its Facebook and Instagram pages.
- Monthly House Challenges – #TCSMilkTah Challenge
The implementation of monthly house challenges for TCS will be our second proposed long-term strategy. Although the contest mechanics can vary (e.g. depending on which food item they would like to promote that particular month), they are essentially monthly contests whereby the fastest finisher will be awarded dining vouchers. They will take place in the course of a month, and the timings will be recorded. #TCSMilkTah Challenge will be used as an example to showcase the concept.
The idea behind featuring TCS’s milkshake as the first of these challenges is because it is their signature drink. Riding on the existing trends of food challenges, this two-pronged approach could spark an interest amongst its target audiences and lead to increase in footfall. These challenges would be renamed accordingly, following a local and colloquial twist. The naming convention is largely motivated by the localised theme that TCS brands itself upon.
With regards to the offline platform, there will be a designated ‘Wall of Fame’ hung in the TCS space. Having a physical billboard in-store allows TCS to tap on opportunities to increase brand awareness on the digital social space. Winners will be announced on the 6th week, in conjunction with the teaser post for the following month’s challenge. The prize mechanism could potentially be awarding the winners a TCS $50 dining voucher to be used on their return visit to TCS.
- Workshop Series at TCS: #TCSWorkshopWarrior
The last of the long-term strategies would be for TCS to collaborate with local artists to conduct workshops monthly at the restaurant. This is possible due to the large space at TCS. This strategy is targeted towards 3 groups – the workshop junkies, event planners and the millennial families.
The introduction of the monthly workshop series is part of the overall strategy to create awareness, engagements on social media and increase footfall to TCS. From research, it is noted that workshops have also become part of retail stores. An example would be a pop-up shop named “Keepers: Singapore Designer Collective”, where they had been running workshops during their tenure. The response has been generally positive, where the workshops were either sold out or over-subscribed. As such, conducting craft workshops at shops proves that it favourable for both shop owner and its customers.
From our interview with the staff of TCS, families usually dine-in during the weekends. By conducting workshops during weekends will encourage them to spend more time in the restaurant. The long-term hope is to cultivate the impression that TCS is more than just a dining location. That visiting TCS can actually be a family outing.
In commemoration of special events like Mother’s Day, there can be family-friendly bonding activities. An example could be to hold friendly competitions between the different mother-child pairings in a clay-making session.
To mitigate the poor brand health of TCS’s social media handles, our proposed short-term and long-term strategies aim to establish a strong social media presence for TCS – whereby the end goal is to increase its brand awareness, engagement and footfall to the restaurant.
Short-term strategies like involving co-partnerships with brands and using native storytelling, can lay the foundations for building a sustainable community for TCS, especially with its primary target audience – the Millennials. The long-term strategies work on sustaining the footfall, in the midst of building up its awareness and engagement through positive word-of-mouth from brand advocates.
Hi Everyone! 🙂 This is Group 6 and here’s a summary of our social media strategies for Wing Zone.
Introducing the mouth-watering Wing Zone…
Wing Zone is a casual-dining restaurant chain originally founded in 1991 in Atlanta, the United States of America, which later expanded to have franchises in other countries including Singapore.
There are currently 3 outlets in Singapore – Bugis, Buangkok and Paya Lebar.
Wing Zone prides itself in its ABC values:
Branding as “the only place where flavorholics unite”
Customization of flavours from its 15 unique award-winning flavours provided
Its current customer segmentation is as following:
Our recommended target segment for our social media campaigns would be students.
Students remain to be a highly valued segment as they have a high customer lifetime value, and their purchasing power is expected to increase once they enter the workforce.
It would be highly beneficial for Wing Zone to capture this segment of the market and to secure trial and create loyalty among the students before they graduate.
Social Media Situation:
Facebook and Instagram are the main platforms leveraged by Wing Zone. Its likes and following may appear to be better than Wing Stop but it is lagging behind Wing Stop in terms of the engagement level on both Facebook and Instagram.
Interesting survey findings…
1. Low Relevance of Marketing in the Local Context
To better understand customers’ current view point of Wing Zone’s social media, we asked customers questions based on the 3 major incentives for following Wing Zone’s social media.
We found that the factor “Relevance of Marketing in the Local Context” scored the lowest and is also very significant in determining customer satisfaction in social media.
Hence, we propose for Wing Zone to differentiate itself from Wing Stop by improving the relevance of its social media marketing. This can be done through creating promotions for local festivities, such as Chinese New Year, Valentine’s’ Day and local football matches.
2. Low Brand Awareness and Trial
Wing Zone has the lowest brand awareness and trial among the 3 brands. This is not surprising since it is less established than the other 2 in Singapore and has limited accessibility.
As our recommended target audience is the students, we propose to attract students near the Bugis outlet from SMU, SOTA, NAFA and Lasalle, to try out Wing Zone.
This can be done through the “Zoning out in Class Campaign”, which seeks to generate hype among students.
3. Lack of Brand Perception as a “fun” brand
Comparing between Wing Zone and Wing Stop, Wing Zone is positioned further from the origin on the attributes “Fresh” and “Flavourful”. This reflects that Wing Zone trumps Wing Stop in these aspects.
Since Wing Zone brands itself as the place for “flavorholics”, being “Flavourful” is a potential point of differentiation from Wingstop.
Wing Zone is positioned behind Wing Stop in terms of “Fun”.
In line with the students’ consumer behaviour and Wing Zone’s value proposition, we propose to increase the brand perception of Wing Zone as “Flavourful” and “Fun”.
4. Confusion between Wing Zone and Wing Stop
There is often confusion between Wing Zone and Wing Stop due to the similarity in their brand names and offerings. We found that almost half of these respondents could not differentiate between the 2 brands.
5. Lack of Awareness of its 15 Flavours
More than half of the respindents could not name beyond the 3 popular flavours, which as Honey Q, Liquid Gold and Smokin Q.
As Wing Zone’s large variety of flavours is its unique value proposition, we propose to increase the awareness of Wing Zone’s 15 flavours through the “Guess the Flavour” campaign.
With our primary and secondary findings, we derive the project goals and strategies:
Social Media Strategies:
1. Calendar of Local Events – CNY, Valentines’ Day, Football Matches
We propose to improve the relevance of Wing Zone’s marketing in the local context through the three widely celebrated local festivities – CNY, Valentines’ Day and Football Matches.
Wing Zone has 15 flavors available. During the 15 days of Chinese New Year (CNY), Wing Zone will select a particular flavor as “Flavor of the Day” and create a post on its Instagram page to promote and increase awareness of its 15 flavors.
Valentine’s Day is one of the most popular events in Singapore, especially among tertiary students. We propose the idea of creating a special “Chicken Bouquet” inspired by viral posts of similar food bouquets that gained popularity on social media platforms like Tumblr and Twitter.
This “Chicken Bouquet” or a heart-shaped tin of chicken will be available as a special on the week of Valentine’s Day and can be delivered.
Similar to the Wing Zone menu, the flavour of wings can be chosen from any of Wing Zone’s 15 flavors. This could possibly garner many shares on social media.
Mass emails can also be sent to institutions such as SMU and SOTA to spread awareness about this campaign within tertiary institutions. Customers can order by filling in the Google Form provided:
Recipients are also strongly encouraged to feature their gifts on Instagram with hashtags like #WingZoneVDay to promote the limited-edition release of such a concept.
The “Match-of-the-Week” Campaign will focus on the two most compelling matches each week featuring popular teams (eg. Liverpool and Manchester United).
Customers will be encouraged to vote on Wing Zone’s Insta-story poll about which team will win.
Each week, a customer who correctly predicts the winner of the chosen matches would get a “Party-Pack” (a 6-pax bundle) from Wing Zone.
2. “Guess the Flavour” Campaign
The “Guess the flavor” campaign aims to allow customers to explore the different flavors Wing Zone has got to offer.
As an incentive to drive participation, attractive rewards such as “3-months worth of Wing Zone vouchers” will be offered to winners.
The timeline for this campaign is one month, after which the answer to the question will be revealed and prizes are awarded to the top three winners.
3. “Zoning out in Class” Campaign
As the confusion between Wing Zone and Wing Stop has proven to be a common issue, we propose the “Zoning out in Class” campaign, which aims to generate hype among students, so whenever students see their friends zoning out in class, they think of Wing Zone.
To participate, one simply needs to take a picture of their friends “zoning out” in class or work, upload and tag their friends on Instagram and hashtag “#ZoneOutWingZone”.
Participants can visit any of Wing Zone’s outlets to collect their free chicken wings. Each participant can redeem 2 wings.
From the recommendations proposed, our campaigns aim to:
- Increase Brand Awareness and trial by 10%
- Increase Net Promoter Score by 5%
- Shift Wing Zone’s position on the Brand Perception Map upwards and leftwards
- Increase brand perception of Wing Zone as a “fun”, “unique” and “flavourful” brand
Wishing everyone all the best! 🙂
(Nathanael, Jia Wen, Cheryl, Natasha, Emily)
For our latest project, we aimed to develop a practical and hands-on social media strategy for the young company The Big Cheese (TBC). The new f&b concept is focused on customizable takeout Mac & Cheese, and located at Sunshine Plaza in Singapore. The company aims to offer a cheap and convenient solution for all the busy students of the surrounding (arts) universities and young workers around town.
Currently, the company does not have a social media strategy in place. Therefore, we developed three strategies that will highlight TBC’s unique selling points (cheap, convenient, and customizable), and engage their target audience.
Social Media Listening: Can you hear me?
To get a better picture of TBC’s current shortcomings on social media, we decided to track their social media performance using an 8-month time frame from February to September of 2017. From this, we obtained the following insights:
- There is little activity and presence on social media
- There is no clear message strategy in place (content is static and boring)
- There is a lack of customer engagement through social media (little to no interactions from customers in terms of likes and comments)
Secondary Research: digging deeper
To better understand TBC’s target audience (millennials 18-34 years old), we conducted secondary research and came to the following insights:
- Millennials tend to follow their peers when it comes to making purchase decisions
- Millennials value brands that tailor strategies based upon their interest
- Millennials are used to convenience and increasingly use food delivery apps and instant messaging to order food (for takeout)
Plan of action!
Based on the social media listening and secondary research conducted, our proposed strategies will carry the overarching theme of customer engagement. This would be done through increasing brand awareness and the brand equity of TBC, while humanizing the brand as well.
Strategy 1: Mac-and-Choose Campaign
Mac ‘N’ Choose is TBC’s primary social media campaign for the year 2018 and our specific objective for the campaign is to increase the brand equity of TBC. For TBC to improve its brand equity through Mac ‘N’ Choose, the campaign should ensure two things:
- The campaign’s central theme should be based on the organization’s unique selling proposition of customization which gives TBC a competitive edge ahead of their rivals.
- The campaign should be customer inclusive as that can increase the organisation’s online customer engagement.
This strategy consists of revamping TBC content through both offline and online channels. Firstly, TBC can change the “Make-A-Mac” section of the Menu to “Mac ‘N’ Choose” and include an item called “Mac ‘N’ Choose of the Month – The ___ (Person’s name who makes the best Mac ‘N’ Choose for the month)”. Secondly, TBC can make a poster for the boundary wall outside the restaurant with an aesthetic display of the words “Mac ‘N’ Choose” to leverage on the success of instaworthy walls.
Strategy 2: The Big Cheese x TYC Streetwear T-shirt Design Contest
This strategy involves the collaboration between a Singaporean art collective called Tell Your Children (TYC) studios and TBC. Basically, TBC would host a streetwear t-shirt design competition in between the 3 neighboring arts schools which are School of The Art (SOTA), Lasalle College of the Arts, and Nanyang Academy of Fine Arts (NAFA). This contest would enable TBC to engage their target audience and draw a lot of attention. TYC would be invited to be part of the judging panel as well as advisers for students to make their designs into a reality.
This contest would require students to create a t-shirt with the theme of TBC and top winners will be awarded cash prizes. Students will be given a month to send in their designs and thereafter, TYC Studios would pick the top designs. There would be a workshop for TYC studios to mingle with the selected winners to discuss designs and provide some tips to improve their designs. Lastly, top designs will be posted on the Facebook page where both students and the general public can vote for their favourite designs.
In order to boost such participation and engagement, a school-specific hashtag for each of the 3 schools (SOTA: SOTAxBigCheese; NAFA: NAFAxBigCheese; Lasalle: LasallexBigCheese) will be created. It would be mentioned in each post on the social media platforms that the more hashtags that is seen from each school in the comment section, the higher the chance for them to win the competition.
Strategy 3: SayCheese Telegram Bot
On examining TBC’s operations, we see that the prospective cheese lover must make his/her way down to the store, queue up, place the order, wait for the Mac N’Cheese to be prepared and then make his way back to the eating destination. Through our third social media strategy of using messaging channels as tools of ordering, we aim to decrease waiting times and optimize operations, increase customer engagement and ultimately, build a strong and unique brand equity. This objective will be achieved by capitalizing on the social media connect of Telegram, a popular messaging platform amongst the students.
The manual process of queuing up for a takeout meal deterred many customers from eating at TBC, as sourced through our conversation with the owner, as well as some existing customers. In accordance with the central theme of Customer Engagement for our social media strategies, we would be using Telegram as a platform for customers to place an order through TBC’s own user-interactive bot.
How does the Bot work?
This Telegram bot (Username- theBigCheese_bot), would be the forum where the customers would get the menu options displayed, select their desired ingredients and then receive an estimated time in which their order would be complete. To lend the process a more personal feel, and associate the brand with some human-like qualities, the Telegram bot would not send out automated messages confirming the order and providing the code number. Instead, we are personalizing the company as a friend.
Our proposed strategies aim to equip TBC with strategies that would ease its navigation through the social media landscape. By identifying the characteristics of the target audience of millennials, and the mistakes in their current social media strategies, the strategies proposed serves as a guide to revamp their messaging strategy and maximize their reach. As the main objective is customer engagement, we believe these strategies serves its purpose and might lead to the development of long-term relationships with their customers.
Hello everyone! Here’s a summary of our social media strategies proposal for SuitYourself.
Let us start off by introducing to you…. SuitYourself.
Started in May 2016, SuitYourself Singapore is a local custom suits label with a mission to offer great made-to-measure suits at a fraction of the price of comparable luxury brand products. The values that the brand hopes to portray are quality, affordability and no frills.
Unlike traditional tailors, SuitYourself works directly with their manufacturers and eliminates wholesalers and other middlemen from their supply chains. This is to avoid incurring steep mark-up prices, which allows them to keep their costs lower than a traditional tailor would. SuitYourself charges $268 for a tailored 2-piece suit as compared to >$400 from a competitor brand.
Social media performance
SuitYourself’s stronghold lies in its Facebook reviews, which is performing well beyond its competitors. It currently receives an average rating of 4.9/5.0 across 107 reviews, which reveals that SuitYourself is able to sufficiently meet its customers’ expectations and demands, allowing it to maintain its strong reputation and relationship with its customers.
However, more can be done to increase its likes and post engagement, as its performance in these two aspects pales in comparison to Tailor Couture for likes, and Este Bartin for post engagement.
Therefore, SuitYourself should continue building up on its Facebook reviews and work on increasing its brand engagement and outreach to improve its likes and post engagement.
SuitYourself should continue to engage its current followers, while seeking other ways to boost its follower numbers to ensure better outreach to its target audience.
Target audience analysis
During our meeting with the SuitYourself’s founders, they mentioned that they were exploring the idea of establishing a SuitYourself store in SMU. Hence, our social media strategies will focus on SMU male undergraduates as they form the primary target audience of SuitYourself. This is to help SuitYourself lockdown customer loyalty from these students right from the beginning, before deciding whether to establish an outlet in SMU.
Some interesting research findings
Despite SuitYourself being a newly established brand, 58% of survey respondents (out of 84 SMU male undergraduates) have heard of SuitYourself and 3 respondents have made purchases from SuitYourself.
Based on our survey, these are the top 3 social media platforms that SMU male undergraduates use frequently.
We also did one-to-one interviews with these 3 SMU male undergraduates who have made purchases from SuitYourself and found that all 3 were satisfied with the fit and variety of designs and fabrics offered by SuitYourself. More interestingly, all 3 interviewees stated that they were willing to repurchase from SuitYourself in the future, and would also recommend SuitYourself to their family and friends.
2 out of 3 interviewees also indicated interest to be an advocate for SuitYourself, as they viewed it to be a good experience for themselves. Finally, all 3 interviewees indicated that given the opportunity, they would be willing to participate in potential SuitYourself social media contests.
And finally….. here are our proposed social media strategies for SuitYourself!
- A brand-less movement of ‘#_____Yourself’ via the use of SMU male social media influencers. The positive concept of this social media movement is aimed towards capturing the reader’s attention, and elevating the sense of suspense and curiosity surrounding Strategy #2: Elevate. Emerge does not contain any purchase agenda, and instead aims to build rapport with the target audience.
- Social media influencers will be selected from SMU student constituent bodies across all 4 years. They will post pictures of themselves wearing a suit on Instagram as well as change their Telegram display pictures.
- ‘Suit Anything’ – this campaign will see various objects around SMU (eg. Smoo Smoo) being dressed up in suits over the course of the week.
- The purpose of this is to emphasise SuitYourself’s ability to create a perfect fit, regardless of shape and size. Since this is an unusual sight, it is likely to stimulate SMU students’ curiosity, hence increasing the likelihood of them sharing images of these objects on social media platforms such as on Instagram Story or Facebook Live.
- A tag will be attached to these objects, with event details about ‘Cinderella’ to create publicity and buzz on social media for SuitYourself and also creates excitement and anticipation for ‘Cinderella’.
- ‘Cinderella’ – A one day event held at Campus Green, where SMU male undergraduates will get to try on various suits of random sizes from SuitYourself (replicating the off-the-rack experience) and will stand the opportunity to win a free suit – if the suit tried on is well-fitted.
- Upon wearing the suit, the student gets to snap photos with his friends at the photo-booth area. These photos will be uploaded on SuitYourself’s Facebook page subsequently, with participants identified and tagged to encourage post-event engagement. Additionally, Telegram stickers based on the photos taken will be created for the student to be used in his daily interactions with others.
- An assessment of the suit’s fit on the student will be conducted by brand representatives. Brand representatives will educate participants on technical aspects of suits, such as colour coordination for suits and the different types of suits available.
- The ‘Cinderella’ event aims to display its value proposition by illustrating the difficulty of finding a perfectly fitted suit from a branded off-the-rack suit shop. The intended result is to portray SuitYourself as innovative, fresh and fitting to the SMU student population. At the end of the ‘Cinderella’ event, SMU male undergraduates should be able to easily recall SuitYourself, and closely associate it with a good ‘Fit’ and ‘Quality’.
- ‘Suit Up’ Pageant – In addition to ‘Cinderella’, an ongoing SMU-wide male pageant contest will also be held. The identified influencers from Strategy #1 (Emerge) will be invited to participate, along with all participants of the ‘Cinderella’ event.
- Participants are to post a photo of themselves in a SuitYourself suit on their personal Facebook and Instagram accounts. Over the course of the week, participants can encourage their SMU friends and followers to ‘like’ and ‘share’ their posts. By ‘liking’ and/or ‘sharing’ the posts, these friends and followers will also stand a chance to win mini gifts, such as gift vouchers. Participants will also be encouraged to Instagram Story/Live their photos and videos to gain maximum attention and awareness. At the end of the day, posts that attain the highest number of ‘likes’ and ‘shares’ will win a complete professional makeover by SuitYourself along with photoshoot opportunities.
- The ‘Suit Up’ pageant will increase brand awareness for SuitYourself.
Ultimately, Strategy #2: Elevate aims to create a strong brand experience, and consequently positive social capital for SuitYourself.
- A points-based rewards system that rewards users for their continual engagement with SuitYourself’s social media platforms. Users are to sign up with SuitYourself on their upcoming e-commerce platform, and link their personal Facebook and Instagram accounts to the platform. Points can be earned by carrying out various social media activities, such as reviewing their SuitYourself purchase on Instagram, or sharing a SuitYourself Facebook post with their friends. Subsequently, points collected can be used to redeem complementary suit products.
- Engage will lead to the creation of a community of brand loyal, willing advocates for SuitYourself who will act as endorsers for the brand. With a constant stream of positive mentions and reviews on social media, this helps SuitYourself to gain credibility and improve brand recall.
We also conducted a focus group with 8 SMU male students to test the effectiveness of our proposed strategies. Here are our key findings:
They found Strategy #1: Emerge to be a fresh and practical solution to extend their brand outreach. This is because while SuitYourself has previously collaborated with student bodies and hired student agents to promote their services, influencers were never identified to be a part of the process. As such, there was limited reach for their messages.
For Strategy #2: Elevate, they found both ‘Suit Anything’, ‘Cinderella’ and the ‘Suit Up’ pageant to be a particularly creative and meaningful concept. Despite cost considerations, they expressed interest in potentially using this to build up hype in the lead up to announcing their physical store on SMU campus, if confirmed.
With the launch of SuitYourself’s e-commerce platform in the near future, SuitYourself indicated a strong desire to link their e-commerce platform with social media. Therefore, they identified Strategy #3: Engage to be able to provide the foundation for continued brand engagement. Moreover, they perceived Strategy #3: Engage’s ability to create a lifestyle ecosystem around the brand to be especially crucial in portraying SuitYourself as a thought leader in the suits space.
The 3 strategies proposed (Emerge, Elevate and Engage) have been specifically curated to match the social media behaviour and preferences of SMU male undergraduates. They have been designed to facilitate and encourage peer-to-peer as well as peer-to-brand interaction on social media. It is in hopes that these strategies will be able to effectively improve SuitYourself’s brand awareness and recall among SMU male undergraduates, and ultimately encourage a call-to-action purchase from this target audience when the need arises.
And…. that’s about it for our sharing, thank you for reading! 🙂
(Fabian, Jia Min, Yeo Khee, Pearl)
Hi everyone, just sharing with you a quick run-through of our group’s report for our chosen client, Foodpanda! 🙂
Founded in Singapore in 2012, Foodpanda was the first of its kind to enter the food delivery market. With competitors entering the market in subsequent years, Foodpanda has always utilised an agile social media strategy to succeed in this ever-evolving and competitive market. In order to help Foodpanda continue achieving its goal, we utilised insights we gathered from interviews, surveys and focus groups to help us craft several social media strategies which we believe will build on Foodpanda’s existing strategies in a scalable manner.
Objectives of Social Media Strategy
The primary objective of our social media strategy was customer acquisition and retention, which we aimed to achieve by localising content, humanizing the brand, increasing brand awareness and engagement, and highlighting Foodpanda’s Unique Selling Points (USPs).
Localizing Content & Execution
We capitalised on each social media platform’s unique traits in order to localise content.
We recommend that Foodpanda use Facebook in conjunction with the 3M framework, and that they post more humorous Singaporean-centred content.
As for Instagram, Foodpanda can utilize the Instagram Story feature to implement spontaneous selling, utilizing Strategy 1 of social community marketing and selling.
Foodpanda can also engage in Brand Journalism on its blog, as it can target low-involved customers by engaging in subtle editorial-style promotion. Published blog content will increase Search Engine Optimisation, and will help keep Foodpanda at the top of consumers’ minds. Foodpanda can introduce the human element through a series of articles that feature different food hawkers. Furthermore, Foodpanda can amplify their content through strategic partnerships with well-known local media companies.
In addition, native advertising for Foodpanda can be done in easy-to-consume listicles or blog articles on various local social platforms. These articles should highlight Foodpanda’s main USPs or differentiators.
Lastly, we recommend creating a Telegram channel dedicated to broadcasting Foodpanda events, promotions and discount codes will amplify promotions. Telegram also has a useful feature that allows Foodpanda to keep track of how many people have viewed each message.
Three Brand Campaigns
Our first brand campaign, Foodpandamonium, is an ‘on-demand’ event that strives to promote user-generated content while generating buzz and ultimately increasing brand awareness for Foodpanda.
The second initiative, Scratch-A-Panda, is a brand campaign that seeks to help Foodpanda effectively reach out to their intended target audience whilst raising awareness of social causes.
Our third campaign, Panda Tales, adds a personal touch to Foodpanda’s social media activities with Panda Tales, a spin-off from the popular ‘Humans of New York’ initiative – It aims to shed light on the various unsung heroes of the F&B industry.
In order to overcome the limitation of potential lack of interest or participation, we have chosen to utilise a wider range of application tactics – Telegram, Native Advertising, etc – than are traditionally used. Additionally, we recommend conveying the actions taken after the campaign has concluded.
We also identified 3 main KPIs: To increase customer acquisition by 10%, to increase brand differentiation by 10%, and to increase social media engagement by 20%. In order to analyze the Return of Investment (ROI) of our tactics, we will ensure that every tactic will have a corresponding unique voucher code that will allow direct tracking and measurement.
Feedback indicated favourable responses to our proposed ideas, with any potential concerns being mitigated and solutions incorporated into our initiatives.
Given the highly competitive food delivery space in Singapore, brand differentiation – through the aforementioned tactics such as localization and various brand campaigns – is key to Foodpanda’s customer acquisition and retention goals. As such, the social media strategy frameworks we have crafted aim to humanize the brand, increase customer engagement and to position Foodpanda for scalable growth and expansion in Singapore moving forward.
Group 1 from G2 here! 🙂 We are going to share with you our social media strategy for our selected organization – SPCA.
Introduction of SPCA
The Society for the Prevention of Cruelty to Animals (SPCA) was created in the 1800s with the objective of preventing animal abuse and to promote kindness to animals. They provide various animal welfare services to the community such as the 24-hour emergency animal rescue, foster care for young animals and educating of youths in schools. SPCA is a non-governmental organization (NGO) so they rely on donations from the public to continue their role as an animal protector in Singapore.
SPCA’s Current Problems
To further analyze SPCA’s current situation, we conducted an interview with the Deputy Executive Director, Selina Sebastian to find out the current problems that SPCA is currently facing. Some of the issues include overcrowding, insufficient reserves, lack of transparency and underutilization of social media.
Based on the above internal and external analyses of SPCA, the research question is: How might SPCA improve its social media presence in order to establish favorable, long-term relationships with its target stakeholders to increase monetary donations?
Critical Analysis of Social Media Strategy
To get an idea of SPCA’s social media engagement, Synthesio was used to search for mentions from 19 September 2016 to 28 September 2017 to maximize the coverage we could analyze. The search returned 2351 results, of which 823 were available for public viewing. From our results, we can see that the biggest share of voice is found on Facebook at 41.98%. This corroborates with the pattern in social media following across SPCA’s social media platforms. It is, however, interesting to note forums such as Hardwarezone had a substantial share of voice of 22.81% in the documented period. Through observation of the forum postings, people mention SPCA most often in discussions on animal abuse or abandonment.
Based on observations on SPCA’s social media it is posited that the biggest pitfall of SPCA’s current social media practices is the existence of cross-posting without consideration for the medium. This has resulted in a waste of resources as SPCA manages a multitude of social media platforms which largely lack engagement with its stakeholders. According to McLuhan’s The Medium is the Message, any medium will introduce a new scale to issues. The various social media platforms were rolled out with the intent to serve different purposes, and thus it would be inefficient and ineffective to not tailor-make content for better interactions online. For example, Twitter is designed as a platform to share short messages in less than 140 characters. SPCA’s Twitter profile, however, automatically shares its Facebook posts instead. The lack of brevity in SPCA’s tweets defies the purpose of Twitter, especially when content is duplicated across platforms. It is thus little wonder that SPCA’s tweets garner on average no more than 6 interactions per tweet.
It is also observed that SPCA does not engage in two-way communication, only responding to queries and apologizing for poor customer service in comments and reviews. As a non-profit organization, it is imperative for SPCA to build rapport with its stakeholders, to ensure continued support and increase funding for its operations. As Deputy Executive Director Selina Sebastian puts it, people are more receptive to giving to an organization when they see the good work that has been done. This means that SPCA needs to increase its social media engagement by inviting its followers to participate in meaningful conversations so as to truly understand what they value and view as ‘good work’.
Due to their limited budget available for communication efforts, SPCA embraces the free internet channels to share its good work. In the face of scarce resources, it is hence critical for the organization to improve its social media strategies and presence in order to be able to achieve its goal of building up fund reserves.
Main Goal and Objectives for SPCA
Our main goal is to help SPCA to increase monetary donations from individuals. This is because SPCA’s financial reserves currently stand at a single year’s operating costs, instead of the recommended 3 years. Despite that, SPCA does not actively seek individual donations on social media. Additionally, it is easier for SPCA to reach out to corporates for large donations. As such, it is key for SPCA to ramp up efforts in attracting individual donors to contribute to the financial resources needed to help the animals under its care. It is also proposed that the individual donations received will be allocated to the animals while corporate donations are used for the organization’s sustenance instead in order to increase individuals’ willingness to donate.
Therefore, we proposed three main objectives for our recommended strategies for SPCA.
1) To increase monetary donations from individuals by 8% that approximates to $28,2402
2) To increase SPCA’s favorability in the public’s eye to increase the sustainability of donations
3) To increase followers by 5,000 on Facebook and 4,000 on Instagram.
Our target audience is Singaporean individuals between 25 to 44 years old and are animal lovers. According to the Digital Influence Lab, Singaporeans between the ages of 25 to 34 are the most active social media users in Singapore with the rate of 96%. However, we are also considering Singaporeans between the ages of 35 to 44 as they have the second highest active social media users rate of 93%. Moreover, according to the National Volunteer and Philanthropy Centre (NVPC), the latter age group produces the highest donation rate of 85% than other age groups. Additionally, our primary target audiences have to be animal lovers as they are more likely to empathize animals and in turn, are more willing to change their donation behaviors and attitudes.
Target Audience Framework
Recommended strategies and tactics
- Let’s SPCA (Save, Protect, Cherish Animals)
Let’s SPCA is a peer-to-peer campaign movement that aims to increase SPCA’s social media followers by increasing awareness of SPCA’s mission to stop animal cruelty. Such movements have proven to be effective in garnering public attention. It is envisioned that the potential virility of such a campaign can be leveraged upon to spread a positive framing of SPCA to those unfamiliar with the organization.
Let’s SPCA requires individuals to take a picture with their pets and/or hold a sign that says “I am against animal cruelty” or “I say no to animal cruelty,” as illustrated below. This picture would then be posted to their Instagram or Facebook with the caption “Let’s SPCA” and “Join the against-animal-cruelty community on SPCA’s facebook”. The captions allow the public to recognize SPCA’s involvement in the campaign and increase web traffic to its Facebook page. To spread the campaign, participants will have to tag three friends to participate and join the community. If more people mention or tag SPCA, it makes their account more accessible to the public.
Let’s SPCA will first collaborate with animal-loving local celebrities and influencers in Singapore for the campaign to gain hype online. This is because according to the Social Network Theory, celebrities have high centrality to help this campaign to reach out to more people. A suggested celebrity to kick off the campaign would be Desmond Tan, who is recognized as a strong animal advocate, as seen from his co-initiated campaign for deserted animals called “Blue Socks”. Secondly, marketing efforts by SPCA are needed to spread awareness of this campaign amongst their followers as well. Additionally, the time frame for this campaign is the entire six months to maximize participation from the target audience in ‘Segment 1’.
- BeLive in SPCA
BeLive in SPCA intends to increase interactivity between the organisation and Segment 2 to increase inclination to donate. It also combats slacktivism – the use of small actions online to show support for causes by making the simple action of sending gifts through BeLive a tangible effort in supporting animal welfare.
Live streaming was identified as a suitable platform as it has risen to be a global phenomenon over the past 2 years, accounting for 66% of online traffic (Mortensen, 2016). In recent months, live streaming has evolved to allow the sending of virtual gifts that can be converted into real currency. The live streaming industry has since become highly profitable, raking in billions annually. In Singapore, companies such as BeLive have jumped on the bandwagon to provide their own platform for local online personalities to interact with their fans. Therefore, this could be an opportunity for SPCA to engage its followers and subtly put forth the donation appeal with original content that shows how donations will be used for the welfare of the animals.
In collaboration with BeLive Singapore, SPCA will hold fortnightly live streams where viewers will be able to send donations in the form of virtual gifts. The live stream campaign will start off by tasking the hosts to complete a series of activities which will only be considered complete if the specified number of virtual gifts is reached. A benchmark for the desired hosts would once again be Desmond Tan. SPCA will also send a representative of its organization to host the stream together with the personality to remind viewers that the streams are an SPCA initiative. Ideally, the representative should be engaging and a familiar spokesperson of SPCA, such as Suresh Sundramurthi. In subsequent installments, donations from the previous streams will be used to purchase items such as food and shampoo for the animals of SPCA in an effort to increase transparency of fund use.
- Purrfect Friend
Purrfect Friend is an online activity that allows the public to “adopt” a pet virtually and offer real-time help. This increases the responsibility and commitment a Purrfect Friend participant feels towards the animals and cause, increasing their motivation to donate. In addition, funds usage is more transparent through this strategy, assuring donors that their contributions will directly impact their selected animal.
Purrfect Friend requires SPCA to create a page on their website and list the top 20 animals that have been at SPCA for more than 2 years. We chose these animals for this pilot initiative because of these animals, according to Sebastian (2017), have a low likelihood of getting adopted. Therefore, we would like to use the donations garnered from this initiative to first help the animals who are in greater need.
On the page, each listed animal will have a meter at the side as illustrated below. The meter shows the current amount of donations an animal receives and should receive each month based on their individual needs. After each month, any leftover donations will be carried over to the following month’s meter to maintain transparency. In addition, each listed animal will have a profile for potential donors to know them better and increase emotional attachment through the use of ethos.
To increase the donors’ engagement with their Purrfect pets, these animals will star in the BeLive streams and weekly videos that will be uploaded onto their profile page. As 6 months is a very short period of time, Purrfect Friend is a pilot initiative for the listed animals and if this campaign is successful after 6 months, more animals will be listed up on the web page.
- Woof Got Mail
“Woof got mail!” is the sending of a personalized Electronic card (E-card) to members of Segment 3 in appreciation of their contributions to SPCA. This is done in line with how people are motivated to donate again after receiving recognition. Since SPCA relies heavily on sustainable donations, a strong and positive relationship with donors is vital. This strategy will hence convey SPCA’s sincere gratitude to each contribution, as any amount goes a long way in helping the animals.
Currently, SPCA’s donation platforms only display a simple thank you message after each transaction. To demonstrate sincerity and appreciation, “Woof got mail!” will allow all donors to receive a personalized E-card via email, which can be retrieved from SPCA’s database. The E-card will be addressed personally to these donors within 1 working day and inform them about how the donations will contribute to SPCA’s operations.
- Woof Got Featured
As an extension of “Woof got mail!”, this strategy leverages on the donors’ desire to feel appreciated for their contributions. For “Woof got featured!”, we also make use of SPCA’s social media to feature their current donors by creating a photo mosaic in a public display of gratitude for their contributions.
“Woof got featured!” requires SPCA to create a photo mosaic that features SPCA’s current donors’ photos on Facebook. The mosaic is created by collating all the individual donors’ photos as seen below. The large share of voice of SPCA’s Facebook page allows for wider reach of this initiative. The many mosaic creating tools online allow SPCA to select one that best suits their needs. For instance, SPCA could use Mosaically, which is a platform to create a mosaic with hundreds of photos with a low cost.
To further increase transparency, the Facebook post can also include the overview of the funds breakdown while directing interested users to SPCA’s annual report for a detailed version. This step is vital for SPCA because transparency is a motivating factor for millennial donors to continue donating.
With a social cause centered around social media platforms, slacktivism might still occur. It could serve as a barrier to the campaign objectives as our target audience might remain unmoved and not get involved with the proposed activities. This will, in turn, prohibit the increase in donations and sustenance in donorship in long term.
Secondly, with many strategies and tactics in place, there is a potential lack of manpower in SPCA. As an NGO, they are faced with limited staff, let alone staff with technological expertise. The execution of certain strategies may prove a challenge. Despite this, Sebastian mentioned that SPCA has numerous volunteers available who consist of well-equipped and highly-expertised technological and communications individuals.
Lastly, having tested only 2 of the 5 tactics through a focus group sharing, we are unable to determine the possible effectiveness of the other tactics due to time-constraint and the lack of reach.
While it’s crucial for non-profit organizations such as SPCA to amass donations for the sustenance of its operations, it is critical to communicate SPCA’s commitment to mitigating animal abuse and abandonment. Through the proposed social media strategies, SPCA will be able to convey this message while simultaneously demonstrating an understanding of donor motivations and desires, aiding in its conquest to establish favorable long-term relationships with its donors.
We hope that the proposed use of less conventional social media platforms can generate conversations about SPCA within the animal-loving community. This will help us to spread SPCA’s work through positive word-of-mouth, and create much-needed hype for the strategies to gain traction. If these strategies prove to be useful within the proposed 6 month implementation period, SPCA could consider the continuation of the campaign and cement its position as a leading advocate against animal cruelty.
If you’ve read on despite the post being so long, give yourself a pat on a back. Thank you for reading. 🙂
Our group will also like to take this opportunity to thank Professor Shim and our TA, May, for the past semester of hard work.
All the best for all your finals and may all of you have a great Winter break after this. Take care, everyone!
G2, Group 1 (Daphne, Dora, Lynn, Jiapo and Xin Kai)
COMM346 has finished all this term’s course-work .
Student presentations were held during Weeks 12-13.
Corporate executives from OhChaCha and Nine Fresh who are the clients of Alto Marketing – the digital consultancy – visited COMM346 and attended students’ pitch.
OhChaCha executive directors received well the CSR ideas and video viral campaigns.
The Nine Fresh PR manager also indicated high interest in the ample timely and seasonal event ideas suggested by the pitch.
Sanghee Kim, one of the COMM346 alumni, and an Alto founder, represented WingZone and provided valuable feedback to three groups who pitched ideas for WingZone.
Sanghee said “All of our clients are very impressed by the fresh and insightful ideas of each group, and will discuss further on actual incorporations of groups’ ideas into real strategies.”
Thank you to OhChaCha and Nine Fresh for their amazing collaboration with COMM346 this term!
Other students’ projects in G1 presented social media strategies for The Coastal Settlement, The Cat Museum, academic research on parasocial relationship through politicians’ use of social media, and a case-study on aviation crisis responses via social media.
Students’ projects in G2 presented hands-on strategies for SPCA, Home Away, The Big Cheese, Suit Yourself, and FoodPanda, as well as academic research on addictive following of online influencers.
COMM 346 successfully finished this term.
Well-deserved kudos to you all! And good luck with your finals!
We have seven discovery project winners.
From G1, four students, Marcos, Samantha, Seraphyn and Xue Ling won the prize.
From G2, Khee, Regina, and Myra demonstrated good performance in tracking the organization of interest. Cheryl and Jonas’s project delivery, who are the top opening essay winners, were also outstanding.
All the groups effectively have used the Delivery project for the investigation of the competitors or role model leader of the industry.
Kudos to you all!